Guilt Free Fun

Project Brief

About Brand Start Up

This course focuses on the journey of building a design-driven startup brand. Students dive deep into analyzing existing brands to understand their value propositions, products and services, user experiences, and brand communications. Working in groups, they develop the essential brand elements needed to take their concept to the "pitch" level, aiming to secure funding for further development.

My goal with "Hair of the Dog" is to bring the product to life through impactful packaging and graphics. By incorporating group ideas and critiques, and leveraging our research and insights into current trends, I aim to create a thoughtfully designed and successful brand.

Tools & Techniques

Adobe Illustrator, Photoshop and Firefly; Figma; Pitch Performance; Group Collaboration, refinement and design; Mockup prototypes

Role

Trend Research and Packaging Design

Timeline

January 2023 - April 2023

Additional Members
(click to view their portfolios)

Caroline Hammond

Emma Shaw

01 Research

What are current global trends?

Our main area of focus was the non-alcoholic drink market, as we were interested in making a drink type product. Our key takeaways were that:

1.Consumers, particularly Generation Z and millennials, are re-evaluating their relationship with alcohol.
2.New drinking habits and preferences offer opportunities for alcohol brands.
3.Successful alcohol alternative brands deliver on taste, health, and vibes.

Trend: Sober Curious Lifestyle

$1.74 trillion in revenue by 2027 expected for the non-alcoholic drink market.

1/4 Americans are aware of the rising sober curious trend.

34% of Americans are committed to wanting to consume less alcohol in 2023.

Mitigation, not elimination as "premium alcoholic beverages will perform strongly as consumers drink less but increasingly opt for higher quality options. Indeed, higher end and super premium alcoholic brands are thriving as consumers make more mindful drinking choices."

People are interested in lessening their alcohol intake.

Our Target Market

Gen Z: The primary customer group for "Hair of the Dog" is Gen Z, specifically young adults aged 21-25.

Non-Gender Specific: Our brand’s visual identity and the inclusive nature of our beverage appeal to all genders.

Work-Play Balance: We aim to promote a realistic balance between work and play for our target audience, aligning with their lifestyle.

Sober-Curious: Hair of the Dog caters to those exploring a sober-curious lifestyle or looking to reduce their alcohol intake while still enjoying social events.

Working Alongside the Health Journey

With the rise of sober curiosity—an interest in exploring sobriety—among younger generations often engaged in social events and parties, we decided to create a product that doesn’t eliminate alcohol but complements it. Our drink promotes gut health and reduces the aftereffects of a night out, appealing to those curious about sobriety. We wanted to design a product that doesn’t look like a typical alcohol-free drink but instead sparks a movement, encouraging people to embrace a sober-curious lifestyle without any stigma.

02 Design Journey

How did the product come to life?

Our name, "Hair of the Dog," emerged from a list of ideas and stuck because of its playful twist on the slang for hangover cures. While the phrase typically refers next day hangovers from drinking, our drink is designed to prevent next-day hangovers altogether. This clever play on words inspired us to develop a British-themed brand, complete with classic English canine motifs, wigs, and a palette of English-loved flavors. These elements come together to create a cohesive and memorable brand identity.

Ideation Sketches

Due to our name's playful nature, we wanted our product to also have a similar mood and chose in the end a packaging with 3 different popular English dog breeds wearing English wigs.

Meet the Faces

The 3 original canine motifs: an English Cocker Spaniel, a Corgi, and a Pug.

First Mockup

Second Mockup

03 Design Revamp

My updated idea for our microbrand

As time went on, I began rethinking the design and color choices for "Hair of the Dog." I realized that the original concept didn’t fully capture the English mood we had in mind. This prompted me to conduct deeper research into artistic styles and colors, inspiring a fresh take on our canine motifs and a brand revamp that better aligns with our vision. While exploring English can designs, I noticed a strong trend toward "sketched" art, which became a key influence in our updated approach.