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Seltzy
Design, Art Direction, Copywriting
Product development
As the popularity of hard seltzers skyrocketed during the pandemic, many small breweries saw entry into this new beverage craze as their ticket to survival during a time in which in-person drinking and dining felt like a thing of the past. Roadhouse's product development was strikingly simple: their goal was to create a chuggable, sessionable seltzer made from Teton snowmelt that featured unique yet natural flavor pairings.
Visual identity
In the hard seltzer market, most brands opt for an over-saturation of color paired with very literal ingredient cues on their packaging. Seltzy needed to stand out - by holding back. Combining striking minimalism, mod art illustrations, and a color palette with nods to the apres ski culture of the 80s, the brand needed to be enticing and exciting - with restraint.
Go-to-market
Beyond cans, Seltzy needed a variety pack design and an entire arsenal of go-to-market and POS materials, including: floor stacker displays, case carton trays, promotional posters for retailers, cooler static clings, shelf talkers, customer merchandise/swag, event tent tops, and LED/neon signs.
Digital presence
In a this digital age, a product's prevalence across digital landscapes is crucial for an effective launch. I served as the central Creative Director to execute Seltzy's visual expression across web and social by directing photography and videography partners and writing all foundational brand copy for the site.