The Blood Moon: A Conceptual Beverage
Project Created: 2024
The Blood Moon is a brand of several cocktail beverages that come in glass bottles. The theme of each beverage are based on different monsters from European descent.
Projects Purpose
This project, I got to choose a type of adult beverage that can be used during celebrations, or parties. Since it was October, I wanted to create another Halloween project, so I created a cocktail brand called “The Blood Moon” where each drink is based on a European folklore monster.
Target Audience
The target audience are single (or young married) males and females, ages 30+, with a large amount of disposable income. This group has an appreciation for the finer things in life. They enjoy trying out new gourmet products, and wouldn’t hesitate to put something in their cart based on great packaging. They like to entertain and throw cocktail parties.
Research
Competitive Analysis
There’s a few competitive drinks that are popular during the fall season. If I want to try out something original, I would need to think outside the box, when creating the theme for the labels themselves.
Brand Image
I went for a Van Gogh “starry night” style for all of the labels, because of the midnight theme that I went for when creating this project, along with the logo being a “Blood Moon”. I’m also having each flavor based on a monster from European folklore, like the headless horseman, Dracula, etc.
Potential Names
The Blood Moon
Ghoulishious
False Anecdote
Superstitious
Juicer Jack’s: Fruitcher Shop
With the names, I tried thinking of names that would make sense as an adult beverage, so I had to think of names that would relate to something horror, or halloween related, and I came up with these 5 names.
Early Stages
Mood boards & Character Styles
Color Palette & Font Choices
The color palette is used throughout the deliverables, but it’s used mostly on the labels, and the AD Campaign. The font choices are also used throughout the project.
Creating materials
Sketching Process
These sketches are used for the labels that will be on the cocktail drinks. For the 1st set of sketches, I went with a scarecrow, a werewolf, Dracula, and a Ghost. While the Dracula, and the Ghost stayed the same for the 2nd round of sketching, The scarecrow was turned into the Headless Horseman.
2nd set of sketches are about creating a AD campaign for the cocktail drink, so I drew out some sketches for some advertisements that would be displayed anywhere if this brand existed. For the main 3 ads, I based them off the 3 labels I Created, while the one with the dark room and eyes, will show off all 3 drinks during the mockups stage.
These last sketches are for the characters themselves. I wanted to make T-shirts, Buttons, etc. for the 3 flavors, along with 3 newer flavors also, but those aren’t labels for this project.
Deliverables
Brands Logo
For the blood moon, I wanted to create something that would fit in with the scary theme. I wanted the logo to make it seem that a monster lives inside of the moon, by making the dark side of the moon, like a crater that was caused by the monster. I also added blood dripping to reference the name a bit.
Cocktail Label
These are the cocktail labels I came up with. I did the “starry Night” style towards the background of the front. The characters have a cartoony, yet realistic feel to them with the texture I added onto them.
Ad Campaign
I created 3 posters with the main 3 monsters used on the labels. I made them cool and unique in a way that would make it seem like they are interacting with different elements with the poster, like how Dracula is invisible on the mirror, but you can see the drink on the mirror without Dracula. I also added phrases underneath the posters that correlate to the monster.
Cocktail Flavors
With the flavors of the different cocktails, I only had time to create the 3 flavors on the top, while the bottom 3 are the flavors I didn’t get to. I decided to add in a Witch, a werewolf, and a Scarecrow, and they all have catchy names and tasty flavors also.
Mockups
Reflection
Creating the set of Brand materials for a beverage was a fun experience. I believe that was my first time with creating labels and a proper AD Campaign. When I reworked some of the assets, I got to make some new ones too. I got to create a set of T-shirts with the brands mascots, and also mini icons for each character that I created. Overall this project was fun to work on.