Hella Cocktail Co. Branding
I was enlisted by Hella Cocktail Co.'s brand strategy agency to redesign their brand identity and create a unique packaging system for their current line of over 50 different products. From cocktail mixers, to bitters, to their newest product launch, a carbonated mixer called Bitters & Soda, I made sure that their entire brand looked as good on the eyes as their products taste on the tongue.
The packaging design system consists of several key elements including a solid horizontal top banner that houses the unique Hella brandmark. The label is anchored on both the top and bottom by a repeating diagonal line pattern that mimics the detail of each hand-rendered letter of the logotype. The top banner also features a centered point detail that directs your eye down to the flavor description tab below. This tab always extends down past the rest of the label, creating a faux overlap. These lighter elements are separated and surrounded by a colorful pattern that’s made up entirely of etched illustrations representing the ingredients of each flavor.
All of these elements used in conjunction ensure a cohesive look and feel across Hella's entire line of products and are made to work on the smallest of surfaces, from 1oz bitters labels to large areas like shipping boxes.
The end result is perfect on the palette.
- Project Roles
- Art Director, Designer
- Hella Cocktail Co.
- Adobe Illustrator, Art Direction, Packaging Design
- Project Industries