PROBLEM & TARGET AUDIENCE
John Dewar’s & Company faced the challenge of introducing their new product line of Dewar’s Reaction to younger drinkers. Dewar’s needed a bottle, logo, and label design for Reaction, a Scotch malt-based beverage with three flavors: Dewar’s Peach Reaction, Dewar’s Vanilla Reaction, and Dewar’s Lemon-Lime Reaction. Scotch is perceived as an older and more masculine drink, so the new design has to break out of these conventions to appeal to the younger target market, both male and female.
The target audience is males and females who are between the ages 21-30, with the core target being college students. They listen to music for expression, art, and fun and particularly listen to the new song trends in modern indie-rock.
CONCEPT & SOLUTION
The concept of the logo, label, and bottle design for Dewar’s Reaction was to create a design that represented indie-rock music by expressing the sound, the crowd, the energy and excitement of rock music. Advertising with the slogan “Scotch Rocks... Roll with it” and music trivia will interest these indie-rock music fans in the new scotch-flavored beverage.
The logo on the can includes LED lights to mimic the sound levels coming from speakers. The geometric logo structures the space and signifies the radiant energy of music. Using silhouettes keeps the identity of the crowd vague, and because of this the drinker will be encouraged to fantasize himself/herself at a rock concert and react to the excitement of rock music. Using simple shapes, a simple color pallette, and strong contrast, I created a very distinctive logo to brand the new product line. The label contains design elements that intensify the emotions of energy and reaction that young indie-rock music fans can relate to.
John Dewar’s & Company faced the challenge of introducing their new product line of Dewar’s Reaction to younger drinkers. Dewar’s needed a bottle, logo, and label design for Reaction, a Scotch malt-based beverage with three flavors: Dewar’s Peach Reaction, Dewar’s Vanilla Reaction, and Dewar’s Lemon-Lime Reaction. Scotch is perceived as an older and more masculine drink, so the new design has to break out of these conventions to appeal to the younger target market, both male and female.
The target audience is males and females who are between the ages 21-30, with the core target being college students. They listen to music for expression, art, and fun and particularly listen to the new song trends in modern indie-rock.
CONCEPT & SOLUTION
The concept of the logo, label, and bottle design for Dewar’s Reaction was to create a design that represented indie-rock music by expressing the sound, the crowd, the energy and excitement of rock music. Advertising with the slogan “Scotch Rocks... Roll with it” and music trivia will interest these indie-rock music fans in the new scotch-flavored beverage.
The logo on the can includes LED lights to mimic the sound levels coming from speakers. The geometric logo structures the space and signifies the radiant energy of music. Using silhouettes keeps the identity of the crowd vague, and because of this the drinker will be encouraged to fantasize himself/herself at a rock concert and react to the excitement of rock music. Using simple shapes, a simple color pallette, and strong contrast, I created a very distinctive logo to brand the new product line. The label contains design elements that intensify the emotions of energy and reaction that young indie-rock music fans can relate to.
