I was super excited to work on this brand and product form factor. The name and formulation lend themselves to a playful, approachable, and cute design. I started with research and discovery, utilizing the context supplied by the client as well as conducting my own qualitative and quantitative research, looking at market and industry trends, competitors, and target audience data. Establishing a strong brand positioning, personality, values, and messaging for the brand was key, making sure to differentiate it from an increasingly saturated alcoholic canned beverage market. Collaborating with the client, I worked off of their design brief to establish clear expectations and goals. Then the fun part: getting to work on the initial concepts for the brand identity, logo, colors, typography, and other visual elements. My approach to design is always about anchoring to the brand goals andemploying a transparent and communicative process. The tagline, “Southern Sweet Tea with a Twist.” was inspired by the desire to have a simple, clear, and catchy tagline for the brand, especially one that will catch user’s eyes quickly online or on store shelves. Ensuring clear communication about the product's essence and functionality, eliminating any ambiguity, was crucial. Equally important was conveying this message in alignment with the brand's identity, while also presenting it in a compelling and engaging manner. The phrase "with a twist" is commonly associated with alcoholic beverages, particularly cocktails, or a sense of sophistication or creativity, which aligns well with the image often associated with alcoholic beverages, especially cocktails served in upscale or trendy establishments.