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Concept Development

Dérive is adventure, optimism and wanderlust in a can. Each cocktail is named after a popular travel location, and flavored with fruity destination combinations.

Market research and consumer analysis informed me of user needs and consumer trends, which laid the foundation of the brand Dérive.

The French word is defined as “A spontaneous and unplanned journey where the traveler leaves their life behind and allows themselves to be guided by the landscape and architecture.” The definition captures adventure through travel and spontaneity, which is what users will look for as they start to socialize and gather in groups.

The colorful gradient packaging represents the flavor blends and positivity. Combined with the travel-inspired typography, the full brand experience offers optimism, wanderlust and adventure.

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