Responses by Pum Lefebure, founder/chief creative officer, Design Army
Background: Mocktail Club (formerly known as Mumtails) was originally targeted towards expecting mothers and health-conscious minded people who like cocktails sans the alcohol. But the name and brand needed to reach a larger demographic—anyone who wants a refreshing out-of-the-bottle beverage or prefers mixers with natural ingredients in their favorite cocktail. It was time to rewind and rethink how to drink.
Reasoning: For Mocktail Club to resonate with broader audiences and stand out amongst the countless juice and tea options, we took a minimalist approach to the saturated market. The clean white label delivers the “pure and natural,” while the bold, blended color mark gives the visual nod to “flavor and feeling.” And by keeping the label size small, it allows more of the product color to shine through and step forward against competition.
Challenges: Designing a micro-sized label that needed to include a slew of information. It’s a tight fit—but with clean typography and a careful kerning, we were able to make it happen.
Favorite details: The flavor color blends are tiny works of art. While it seems simple to take two colors and mesh them together—it’s not. They had to be worked and reworked to get the glow and balance, and also maintain color consistency with the actual liquid in the bottles.
Visual influences: We looked at many resources during the design process: the cosmos, mother earth, destinations and infusions, but we kept coming back to abstract art as the territory to drive the design solution. We wanted to create a bold, pure movement—creating color and whitespace in harmony.
Alternative approach: We’re firm believers in form, function and feeling so we would probably create a more ownable bottle shape if we had a do-over; when the clients approached us, they had already selected a bottling company and pre-purchased for cost savings. We think it would be great to create a bottle specific to the market—beer and wine have their own bottle shape. There should be one for non-alcoholic drinks as well.