Frozen cocktails: designing for intuitive use

CONTEXT

Drink it Fresh developed an innovative product to solve a common problem: how to make a perfect cocktail at home without the hassle. Their solution was readymade cocktails with fresh ingredients in a handy frozen pouch. However, the real challenge was educational: introducing a completely new product format on a freezer shelf where nobody expected to find cocktails. Consumers simply didn't know what it was.

AMBITION

The goal was to build the brand identity and packaging from scratch, with a primary focus on demystifying the product. We needed to clearly explain "what this is" at a glance while conveying the promise of instant enjoyment and premium quality.

APPROACH

We adopted a straightforward naming strategy, "Minty Mojito," "Spicy Mule," "Fruity Mojiberry", complemented by a user-friendly "grab, pour, stir" visual guide. The design centers on visuals of hands raising a glass to emphasize the end result: instant enjoyment. This didactic approach ensures that despite being a novel concept, the usage is immediately intuitive.

RESULT

A packaging identity that successfully educates and tempts the consumer. By simplifying the message and visualizing the process, we turned an unfamiliar frozen pouch into an accessible, must-have item for easy, high-quality home hosting.