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TNT

When I started my internship in Web Design at E & J Gallo Winery in 2017 I was given the opportunity to participate in “The Bottle Project”. The prompt was very open ended, “create any alcohol beverage brand design you want and we will make you a physical printed bottle to take home with you at the end of your internship.” It was meant to be a design exercise to do in your free time at the winery and it turned into so much more. 

Proto Persona: Meet Mikayla

With complete open range to create this brand I chose to start by creating a proto-persona of who my product would cater to. I decided to focus my product around a 25 y/o female, Mikayla.

-25 years old

-Loves all things pop culture

-Thematic  Instagram

- She’s tight on cash, but will call in sick to work if her squad is taking a #girlstrip

- She’s very active on Snapchat, she’s always “plugged in” 

- She likes adventure and always knows the trending places and new things to do with her friends

- Unapologetically Obnoxious 

-A trendsetter and guaranteed party starter

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Brand & Design Ideation

With my consumer in mind I went ahead and created mood boards, and lists of buzz words and then curated these assets down into more concise packages that I could come back to through each design phase. In the end I had one completed mood board, a brand description, a brand slogan, and a list of what the brand is vs what it is not on which to base the rest of my design.

Is:

POP Art, Trendy, Fun, Party Starter, Loud, Unapologetic, Modern Retro, Bold

Is Not:

Comic Book, Vintage, Antique, Childish, Carefree

Brand Story

TNT is a BIG statement in a little package. This premixed cocktail of of Sweet Tea and Tequila never fails to start the party with its fun pop art style. People who drink TNT aren’t care free, they’re choosing not to care and just have a good time. Let your hair down and take a sip because

This stuff’s the bomb.

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Design Conception & Iteration

Once I nailed down what the brand was and what it was inspired by I started creating the product packaging. I decided that the best fit for my target consumer was not a bottle but a can since it would be more portable and easier for the spontaneous nature of people like "Mikayla". I printed and mocked up a few iterations myself before finalizing not just one but three varietal package designs for the cans as well as a four pack box design and worked with the production team to get a sample of the box and the original flavor varietal. 

 

I loved how the product came out and was so inspired by the process that I didn’t want to stop there. So I pushed forward to see how far I could push the brand in the remaining time of my internship.

Promotional Material Concepts

After the packaging designs were complete I knew I wanted to push the brand further and create an online presence. I ended up creating an instagram, as well as a promotional video for the brand in my free time throughout my eight week internship. Below are the links to these assets for you to interact with and view. 

Tea n' Tequila Instagram Page

Promotional Video Concept

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Market Research

As my internship was wrapping up and my final presentation of my designs was approaching I kept thinking to myself, “I love this design project, but would it really work?” I knew  I created a beautiful brand, but I also knew in reality it was worth nothing if it wouldn’t resonate with consumers. With that thought in mind, I reach out cross-departmentally to a few connections I had made in market research and asked them to pull some numbers for me. What I found from the data was very promising for my brand.

  • Premixed cocktails is an exploding market ($52,369,093 growth in the past year)

  • Gallo currently isn’t competing in this market so there is huge earning potential 

  • Cans are increasing in popularity and are only projected to become more popular as the new generation enters legal drinking age. 

  • POP Art is very on trend for 2018

  • Sweet Tea already has a huge established following

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