After Glow Beverage Campaign

For my Senior Portfolio class, this project gave my group and I the opportunity to conceptualize a company that supports the growing Sober Curious movement. We were required to research the audiences participating, look into the beverage industry, create a Non-Alcoholic beverage of our choosing, conceptualize brand identity and package design, and create executions for various media channels.

Project Strategies/Solutions:
Working with a team of two other students, we created After Glow; the Non-Alcoholic CBD infused tea to keep you calm. We decided to target Gen Z ages 18-27 who are sober-curious and want to remain involved with friends but not feel the side effects from drinking. We also got to choose a cause to support and donate a percentage of proceeds for this product. We proposed to donate 5% to The Last Prisoner Project, to help create a more equitable future for those affected by past cannabis laws. We came up with several ideas in terms of strategy and positioning for this company, as well as a full brand identity with logo and packaging design concepts. We then got to choose custom media channels to promote our product and create mock executions for them. For this assignment, we utilized Adobe Illustrator, Adobe Photoshop, Canva, Claritas PRIZM, Deep AI's image generator for target persona photos, and Statista.

Overall, this project was extremely fun, and I got to showcase several skills I have gained over the course of my degree!

My Roles:
Audience Research & Motivation
Target Persona Collaboration
Brand Identity Creation
Visual Identity Creation, can & box mockups
Website Homepage Mockup