This project drew on disciplines such as User Experience Design, Pattern Design, Branding, Campaign Design, and Packaging Design, with responsibilities including UX research, illustration, primary and cultural research, and teamwork, outcomes created using Adobe Photoshop, Adobe Illustrator, and Adobe Dimension.
Role:
Packaging Designer
Industry:
Packaging & Campaign Design
Duration:
6 weeks
Challenges
I worked within a design team on this cocktail launch for live clients Mihai Toma and James Ford from New Genre Design Studio in London, gaining the opportunity to produce brand guidelines, packaging mockups, ad campaigns, and social media content to industry standards, delivering a real solution for commercial use.
My Approach
Research
Our team was tasked with designing cocktail can packaging for Damn!, a vibrant ready-to-drink cocktail brand for a client in Nigeria, creating a visually strong can to stand out in a competitive market dominated by brands like Orijin, Arizona, and Tomi. Deliverables included brand guidelines, packaging, social media content, and an advertising campaign, all informed by research into contemporary Nigerian youth culture to ensure cultural relevance and audience resonance.
Primary Research: As part of my research for Damn!, I conducted an in-person interview with a woman familiar with the Nigerian beverage market, who suggested incorporating Ankara-inspired patterns into the can design. Ankara, a traditional African wax print textile with intricate, long-lasting patterns, reflects the rich culture, tradition, and history of Africa.
Synthesis
User Journey: I created a user journey to map out how our ideal Damn! Cocktail consumer would navigate his current situation, addressing the emotions experienced whilst trying to find something he enjoys to unwind after a long day in the office. With a growing interest in trying new things, alcoholic drinks have become a go-to for him to relax and de-stress.
Ideation
Developing a Solution: With Damn!’s packaging, consumers like Kofi can appreciate the culturally inspired designs and great tasting flavours. The sunny, hot weather in Nigeria makes cocktails especially appealing, and consumers will see them as a great way to enjoy their relaxation time or socially with friends.
Results
After much feedback from James and Mihai, we abandoned the logo and considered a simple font for a fresh look that doesn’t overwhelm consumers because a busy pattern as well as a busy logo would be too much visually.
Final Designs: Drawing inspiration from Nigeria’s renowned vibrant visual culture and bold use of colour and pattern, I developed my own unique style while staying updated on the latest drink packaging styles. These designs were created in Adobe Illustrator, then enhanced with texture and noise using Adobe Photoshop.
Conclusion
What I valued most was the professional feedback we received from Mihai and James. Their guidance throughout the process shaped the final outcome, helping us elevate our ideas to an industry-standard level. Their insight pushed us to refine our work thoughtfully and strategically. This experience reaffirmed my passion for culturally grounded design and the importance of critique in creating impactful, real-world solutions.
