Towards the end of 2023, I was contacted by a former colleague to help him create the branding for a new line of canned cocktails presented by Paradigm Spirits Co. This new product line was intended to fill the “premium, simple, craft” brand gap currently existing within the RTD cocktail landscape that was built on authenticity, quality and “session”-ability. 

My main goal when developing this new branding was to accurately reflect the ‘paradigm shift’ concept  that was first introduced by the Paradigm branding, by reimagining it into this new visual identity. Therefore, the ‘shift’ concept is meant to be visually reflected in the diagonal duotone colouring of the background of the label designs. 

The product flavouring (e.g. “Hibiscus Lemonade”) is prominently communicated with a custom ‘art deco’ styled font and steps “outside of the mold” by appearing large and vertically oriented on the side of the labels. 

Finally, the custom “doodle” illustration on each can is meant to serve as a visual cue for consumers to quickly identify the type of beverage housed in each can. It’s simplistic yet sophisticated style is meant to meld with the overall minimalism of the design.