NEON84 Spirits: Brand Identity System, Package Design

Concept | Naming | Brand Identity System | Package Design | Branded Applications | Advertising

Standard, Low Alcohol, and Non-Alcoholic Spirits.
​​​​​​​Bold. Bright. Inclusive.

NEON84 provides premium spirits, while proudly supporting the LGBTQ+ community and celebrating people of all colors. They strive for employee diversity through best hiring practices, and donate 20% of profits to local LGBTQ+ organizations.

Diversity of Choice
To meet the values and expectations of today’s consumer market, NEON84 also promotes diversity of choice by offering three product lines of varying alcohol content. In addition to the standard spirits line, they also feature low-alcohol and non-alcoholic spirits. Now people can enjoy delicious drinks in a variety of situations, and always satisfy their needs or preferences! NEON84 is a proposed initiative to create better products for a better society.​​​​​​​

Branding
From a visual branding perspective, the goal was to create a bold, minimalist design, focusing on color and typography for a distinct and eye-catching presence on-shelf at liquor stores and bars. Color was used as the main identifier. A bold, bright, neon palette draws attention and creates distinction, while the wide spectrum of colors also fortifies the idea that all are welcome. Specific colors were chosen to reflect the flavor profile or ingredients of each spirit. For example, blue was used for tequilas to represent the main ingredient, blue agave. Red was chosen to echo the spicy notes of rye whisky.

Visual Identity System
NEON84’s branding system allows each of the three product lines (standard, low alcohol, non-alcoholic) to stand out as its own family. And through consistent branded elements, products can also be seamlessly broken out by spirit type, and still maintain a cohesive brand identity. The end result is an ownable combination of bold typography and bold neon colors for a full portfolio of unified, comprehensive products.