Sublime RTD Cocktails
The objective of this project was to identify an opportunity in the liquor market and create a brand to disrupt the RTD cocktail category. Sublime is a brand that aims to inspire trust and confidence by educating consumers about both the joys of responsible drinking and the pitfalls of over intoxication. 
Strategy
Most alcohol brands portray idealistic lifestyles as the backdrop to their product, completely obscuring the realities of alcohol use. This positioning as a candid youthful brand targeted to a new demographic of drinkers is not represented in the current marketplace. This whitespace opportunity was perfect for exploration.
Curious consumers can scan the QR Code to learn about how they can have an enjoyable experience and avoid over indulgence.
INSPIRATION
This collection of images inspired the wordmark as well as the supporting graphics. Visuals that expressed youthful energy and movement were chosen to offset the directness of the brands tone of voice and message.
EARLY CONCEPTS
Early concepts flirted with bold color-blocked graphics paired with illustration and the name “Dreem” was an early contender.
EXPLORATION
Early concepts were too static and lacked movement but I soon found a balance of implied motion and legibility. A wordmark with dimension also seemed intriguing but would have had issues scaling down. Instead, this idea was explored in the monogram icon.
REFINEMENT
Once a visual system was developed around the wordmark and other components were configured 3D visuals were explored but were quickly abandoned as they felt gimmicky. The choice was made to add dimension and depth to the various curved line shape arrangements.