Fizzical

Canned Wine That Gets You Moving

While brainstorming brands for eStCru, I came up with Fizzical — a fitness- and 80s-inspired canned wine (I love a good pun). Influenced by my mom, a true disco queen, and the music I grew up on, Fizzical celebrates small wins and taps into nostalgia’s rose-colored glow.

The Challenge:

• Create a bold wine brand strong enough to sell DTC online

• Design packaging unique enough to stand out on shelves and drive impulse buys

• Build a playful, energetic social media presence with targeted ads, funny videos, and a landing page

The Strategy:

With canned wine, expectations for quality are low — freeing us to focus on bold, character-driven branding. Competitors leaned minimalist; we went full 80s: neon colors, real-bodied illustrated characters (based on friends), and playful, Memphis Group-inspired patterns.

The Project:

Inspired by TAB Soda and loud 80s typography, I hand-lettered a bold logo, adding bubbles to make the pun unmistakable. Supporting elements were designed in the colorful, playful Memphis Group style (shoutout to this excellent VOX explainer).

The characters brought it all to life: diverse, real-bodied friends drawn in the style of vintage yearbook athletes. Instead of polished Jane Fonda types, we celebrated rewarding yourself and having fun. The result? A brand full of energy, color, and pure 80s joy.