Packaging & Design   |   April 2024   |   "Mocktail" Brand

Presenting Aura, an exciting, refreshing and delightful brand of non-alcoholic cocktails (mocktails) fit for any drinking occasion. This fresh brand of beverages will be sold in the LCBO, along with other Canadian establishments that sell similar products. The category of "mocktails" is fairly small in the LCBO at the moment, but growing huge traction everywhere else.

The task was to create branding and PDP packaging that appealed to Aura's demographic market: 60% women 40% men, aged 25-55 years old. These new and tasty drinks are an option for those looking for a healthier alternative to their favourite cocktails. 

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A design challenge was setting the branding "tone" and being able to appeal to both men and women. It was tedious to decide which direction to move towards regarding style and designing.

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After brainstorming ideas and creating multiple variations, the current style of mature, elegant and pastel colours were chosen for the overall aesthetic of Aura.