The goal for the rebrand of Schweppes Ginger Ale is to present the product to a new target audience, adults from 18 to 45 years old looking for a non-alcoholic alternative to craft beer. It needs to look appropriately pretentious and cool so that the consumer feels like an equal and is comfortable drinking it around their peers.
Inspiration was drawn from hipster and vintage design, as well as craft brewery labels and branding. I implemented these inspirations through the badge-style logo, the centered layout, embellished borders, and ornate illustrations. The color palette keeps a weathered cream and navy with a small pop of color to differentiate between flavors. The brown bottle was chosen to mimic the color of beer bottles and vintage glassware.
