Responses by Cynthia Sterling, creative director, Affinity Creative Group
Background: We wanted to design a line of convenient, premixed cocktails that were all-natural, gluten-free and appeal to consumers seeking a premium ready-to-drink adult beverage. Using precise concentric arcs, the design conveys the crisp taste of these new offerings.
Reasoning: We wanted to deliver a sophisticated, stylish and modern image while building brand equity and communicating flavor appeal for Sabé. The clean, contemporary design and sans serif typography combine with a detailed background pattern for a premium feel.
Challenges: Communicating appetite and appeal without using a photo or illustration of a cocktail drink, adhering to the limitations of can printing and creating shelf impact within the constraints of a small container die-line.
Favorite details: The use of a muted yet appetizing color palette that suggests stylish refreshment while differentiating between the various cocktail offerings, which await the arrival of two more expressions.
Specific demands: We needed to carry over the Sabé brand mark from the existing core glass bottle line to the can format in a manner appropriate to the new form factor, while still retaining a visual connection between the two product lines.
Anything new: We learned the importance of working with the unique attributes of the 250mL can format, like using the reflectivity of the base metal substrate to enhance the design solution.