While brainstorming brand ideas for eStCru, I conceived “Fizzical” – a playful canned wine inspired by fitness and the 80s, celebrating small victories and nostalgia.
Challenge:
- Develop a strong DTC online wine brand
- Design uniquely captivating packaging for shelf presence and sales
- Craft a vibrant social media strategy with targeted ads and amusing content to drive traffic to fizzical.co
Strategy:
In the canned wine market, where quality expectations aren’t excessively high, we embraced creative branding. Unlike competitors with feminine designs and trendy sayings, Fizzical stands out. Our illustrations, unlike typical underpaid freelancers’ work on beer cans, showcase a pastel/bright palette and 80s nostalgia. Characters modeled after real friends depict people “getting Fizzical,” offering three varietals: Bubbly Rose, Bubbly White, and future Bubbly Red.
Project:
Inspired by TAB Soda, we designed a prominent logo, combining 80s cop show typography with playful hand lettering and bubbles. Supporting elements followed the Memphis Group style.
Characters play a crucial role in depicting the wine’s audience. While we can’t claim it’s “healthy,” we emphasize rewarding oneself. These characters, based on real people with diverse bodies and personalities, diverge from typical fitness stereotypes. Illustrated in a yearbook-like style, they add a lighthearted touch.
In essence, Fizzical rejuvenates canned wine with a blend of fitness, 80s spirit, and genuine character representation.
mock ups by me | product photos by the talented Anna Wick
