Brand Opus Chrysalis awards 2020 brief, to create and conceive a drinks brand that has a functional benefit beyond the primary purpose of refreshment.
Incanto Elixirs, a drinks brand that improves your sleep and in turn your overall well-being. Featuring a drink that helps you wake up in the morning and a drink that helps you fall asleep at night. The potion style elixirs take visual inspiration from Tarot cards and divination as with the drinks a better sleep is in your future.
With career pressures and the affect screen time has on our ability to shut off from the world, sleep has become an issue for many. We are the tired generation, with 1 in 3 of us not getting enough sleep. Sleep affects your daily life, well-being and productivity, so is an important issue I want my drinks brand to be the solution to.
The visuals for the brand and promotional material focus around divination and Tarot cards, as better sleep is in your future with the drink. Focusing on the sun and moon Tarot cards, and contrasts of day and night in the black and white colour palette. As well as divination and magical, whimsical elements, such as dripping candles and potion style elixirs.
Here are some of my initial sketches, rough ideas, and concepts from the initial stage of my project and brand creation.
The name ‘Incanto Elixirs’ comes from the Italian words: charm, enchantment and magic. I chose to look at Italian words, not only as it makes the brand more interesting but also as Tarot cards originated in Italy. My Logo itself is inspired by the mirrored and bordered designs of Tarot cards. Whilst my black and white colour palette is inspired by and representative of the two sides to my drink, morning and night.
Bottle designs for the ‘Live by the Sun’ Elixir, inspired by the sun Tarot card and ‘Sleep by the moon’ Elixir inspired by the moon Tarot card. The dripping pattern is inspired by dripping wax candles and contrasting black and white colour palette inspired by day and night.
The Branding can be peeled apart from the bottleneck and cup pulled from the base. Not only to encourage people to re-use the bottles for environmental purposes. But also to enhance brand recognition and interaction around the home after use.
The brief asked for an interesting pack structure. So I decided to add a pull-off cup element within my designs. To show daily dosage as well as make my bottle more re-usable and practical.
Incanto Elixirs is advertised through a series of posters. Inspired by the mirrored designs of Tarot cards, and the contrast between morning and night through the black and white colour palette. The poster series features the bottles both together and apart.
Incanto Elixirs will be advertised through a series of posters in the underground. Targeting those on their way to work, walking up the stairs each morning, and back down on their way home every day, tired and out of energy. Each poster challenges the viewer to change the story of their own day and gain more energy. Encouraging the viewer to use Incanto Elixirs, foretelling a better future through better sleep.
To advertise my drinks brand, Pop-up benches, and bus shelters would be placed around cities. The bus shelter encourages people to push a button to reveal a Tarot card invitation. The invitation promises either better mornings or better sleep and invites the viewer to visit their nearest pop-up/ taste test stall.
The pop-up offers taste tests and promotions for the brand. Featuring nap-pods and beds. Promoting the need for better sleep and it's benefits, as well as raising awareness of the brand.
An overview of the tools and elements I used to create the branding for Incanto Elixirs.