Sketches
When making my sketches I wanted to keep everything pumpkin (Jack O’ Lantern) or ghost themed because of the name Ghostly Harvest. I really wanted to play around with typography as the main component of the design.
Before I did any other designing, I wanted to figure out what my typographic logo was going to look like. I researched different fonts and found one that fit the brand. I made four variations of this logo, but really wanted to narrow it down to one or two variations for the different products.
Final Labels
12oz Bottle
12oz Slim Can
8oz Circular Can
Product Series Brief
Ghostly Harvest is an eco-friendly, pumpkin flavored alcohol line that is sure to put you in the Halloween spirit. With an ale, seltzer, and vodka drink in the line, there is a variety of drinks to choose from and enjoy. Kick back and relax with a crisp pumpkin beverage on an autumn day.
Objectives
The product series includes a 12 oz glass bottle (pumpkin ale), 12 oz slim can (pumpkin seltzer), and an 8 oz circular can (pumpkin vodka drink).
Materials
The pumpkin ale is packaged in an amber (brown) glass with a biodegradable label. Amber glass is composed of virgin materials which allow it to be recycled many times without any changes. On top of its sustainability, it is also resistant to UV and Blue Light. The cap of the bottle will be made of aluminum 5182, which is a strong, sustainable option.
The main body of the pumpkin seltzer can is made of aluminum alloy (Al) 3004, while the ends are made of Al 5182. Although aluminum takes significant energy to produce, the resulting cans are easily recyclable and require little energy.
The 8 oz circular can is primarily made of Polyethylene terephthalate (PET) plastic that is clear, strong, lightweight, and 100% recyclable. It is also a multi-use plastic that is made to be remade. The ends of the can will be aluminum 5182, similar to the12 oz slim can.
Target Audience
Ghostly Harvest is targeted toward the young adult, above the legal drinking age of 21. With its bold typographic logo and Halloween theme, it is a drink that will catch the young adults eye. The specific age range we are looking to sell to is 21-31. This doesn’t mean that we couldn’t gear toward the older market, though.
Facing Problems
The Problem: As a seasonal alcohol brand, it is important to convince the consumer to choose our product over other seasonal brands. There is about a two month period that we have to make an impact, due to seasonal restrictions, so the packaging needs to leave a lasting impression on the consumer. It’s important to try and draw in the consumer that may not even be a big fan of pumpkin flavor, as well. We also need to make it apparent that we are an environmentally friendly brand, with strategic choices of material to make sure it is sustainable.
The Solution: We created a brand that focuses on intricate typography that would stand out from similar products. The use of a spooky font that is in high contrast with the background will grab the consumers attention. We also added a playful aspect to the series with the circular vodka drinks. These are a unique shape compared to other products which make them stand out. The key question to successful branding here is; will the consumer be inclined to keep this can once it is consumed? Many people who drink alcoholic beverages will keep a collection of cool cans, this is something I considered when making my design.