Details
SWIG
SWIG was launching its first hard lemonade into one of the most crowded categories in beverage next to brands with ten times the budget. I led the strategy, logo, custom type, color, packaging, 3D can, and mockups.
Services
Packaging design
Logo design
Brand assets
Year
2026
ROLE
Brand Strategist, Lead Designer
The Challenge
The Challenge
The category is louder than it is differentiated. Every can sells the same five seconds of the first crack and the start of vacation. Bad Bunny on the speaker, sun still high, everyone's just reached the beach. It's saturated, and SWIG was never going to win it on volume. The brief said "summer relaxation" which is every other can in the cooler. The question wasn't how to look louder, rather what part of the day are we the only one in?
The Approach
The Approach
If the category sells the opening of summer, SWIG could own the closing: the drink in your hand at 7pm, sand still on your feet, friends quiet and tired. After, not during. The first logo failed. Hand-drawn and loose, it read like a kid's lemonade stand so I scrapped it and drew a custom typeface instead: still warm and rounded but grown up. The early palette failed too. Brighter, more saturated, technically "summer" but too much energy for a can meant to be opened at sunset. We had to be relaxed without childish.
The Result
SWIG was able to solidify its place in the market without trying to overtake any brands. It cut through the noise and positioned itself at a time of the day that nobody was selling. Which made everything that much more interesting.
