While brainstorming brands to launch through eStCru, I came up with the name of Fizzical for a canned wine (I like puns). My mother was a disco queen of the 80’s and I grew up listening to the decade’s music. Fizzical is a fitness/80’s inspired wine that celebrates small wins and plays on nostalgia’s rose-colored memories.
- Create a unique wine brand strong enough to be sold DTC online
- Design packaging so unique that it’s eventual shelf presence will intrigue and illicit sales
- Coordinate a strong social media presence with the direction of targeted ads, funny videos etc. to drive traffic to fizzical.co (landing page still up and designed by me)
In the canned wine market, there isn’t a huge expectation of high quality in the wine itself, which gave us room to play with the branding and not take it so seriously. The competition offered minimal, female-centric designs and relied heavily on social media trendy sayings. The only canned alcoholic beverages that have heavy illustration are beers, which are often from under-paid freelancers. Being that I was a salaried illustrator for the company we had the freedom of creating countless illustrations for brand growth. Tapping into the pastel/bright color palette and nostalgia of the decade, the characters would be modeled after real people – friends of mine actually to update the portrayal of people “getting Fizzical” (don’t sue us Olivia Newton John, I love your work). Three varietals: Bubbly Rose, Bubbly White and the eventual addition of a Bubbly Red.
Drawing on inspiration from TAB Soda, we knew we wanted a large recognizable logo that would be the focal point on the can. I went down a rabbit hole of bad 80’s typography and settled on hand lettering loosely based on what you would see on an 80’s cop show. To further ensure the pun was understood the addition of bubbles was added. The elements to support the logo were created in the iconic Memphis Group style (wonderful VOX explainer here).
The characters were important to tell a story of the kind of people who would drink this wine. While we cannot outright say that it is “healthy” for you, we decided on a direction of rewarding yourself with it. The characters (most of them) were based on lovely friends of mine with real bodies and real personalities as a contrast from the usual Barbies you would see working out next to Jane Fonda on a VHS. I drew them in a style simular to that of illustrated athletes found on a high school yearbook or folder from the era. The result was entirely fun.