Challenge

The Pandemic controlled hanging out with friends, traveling across the world, and spending time with nature. With the summer around the corner and pandemic about to alleviate and youngsters expecting to reunite.

Time:

Team:

Skills:

Tools:

Winter 2021

Melissa Huelvas

Design Thinking, UX Research, Brand Design, Packaging, User Interface Advertising

Adobe Creative Suite, AR Spark

How do we sell more mass-market booze to young people at the (hopefully) end of the pandemic while looking optimistic?

Research

Hard seltzer is a resilient item within the entire alcoholic beverage industry due to being gluten-free and low in alcohol content. Also, a major reason behind the increasing adoption of hard seltzer is the reduced content of calories and carbohydrates in comparison to beers and other mixed drinks.

The graph indicates the sale of Hard Seltzer in the early Pandemic of 2020. Since the week ending March 21, 2020, each week’s dollar sales of hard seltzer have exceeded the week of June 13, 2019. They made 2.7 billion in sales in just 52 weeks. Also, the IWSR report forecasts that by 2023, the Hard Seltzer will grow more than triple.

"I avoid Hard drinks but fine with little alcohol!"

— Dylan

"Bubbly is what I drink, it has history and such a good fruity flavor!"

— Joe

"If I'm not drinking soda, I'm drinking Seltzer!"

— Cristina

A majority of (60%) and 70% of legal age Millennial drinkers are a core demographic for hard seltzer. This helped us discover our target audience, college-going students, searching for a common alcoholic beverage that had a fruit-based flavor.

Persona

Terra, incomes from different languages Latin, Italian, Portuguese. It represents the meaning of Earth and Land. It also means love towards land and we want to give that feeling of love of discovering a nostalgic destination through our brand. Terra allows you to -

DISCOVER THE WORLD, ONE SIP AT A TIME.

Why TERRA

While interviewing we found that people came from different continents and prefer flavors that belong to their continent. We wanted to provide the best that they would embrace. And defining six popular flavors from six continents would be equitable to satisfy everyone’s taste.

Six Flavors From Six Continents

We developed Library Assets that content colors, typography, logo, illustrations, background formats that require to design the can packaging.

Library Assets

User Interface Design

The website gives a playful, cheerful, and nostalgic experience to users through the patterns, typography and and colors.

Advertising Strategy

We used Instagram insights to promote TERRA on a customer-rich platform for boosting brand visibility, high level of engagement, and effective visual marketing. Along with advertising posts, I designed TERRA AR filters by using design elements to set our brand apart from competitors. I used AR SPARK software for advanced customizations and controls of the face occluder and face mesh functions.

We were able to create a playful and cheerful Brand design, an Intuitive and accessible website design, along with fun AR Instagram filters, reinforcing the essence of our brand.

Throughout the journey, I learned to create a harmonious blend between flavors and designs that resonates with the brand.

The exploration of AR Spark to create filters and publish them on Instagram is a truly mesmerizing experience and pushes my limits to think and work out of the box.

Conclusion

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