The Daiquiri Experience
branding, logo design and event collateral
August 2016
in collaboration with TCG Collective
The Daiquiri Experience is a branded event showcasing elevated frozen cocktails, highlighting the flavors of Cruzan Rum, DeKuyper Spirits and Midori Melon Liqueur. Hosted at Mango Mango Daiquiris in the French Quarter of New Orleans, the event was a unique pop-up experience that utilized social media and digital RSVP invitations for heightened promotion.
Working closely with the TCG Chicago team, a full brand suite was created covering both digital and printed/manufactured materials. Web materials included a branded Splashthat web page and email/social media postings, while printed elements included die-cut keychains, branded sunglasses and thermal cups, staff and attendee t-shirts, and branded mini-fans.
The primary challenge was to create an identity that could stand out in a crowded, heavily cross-branded bar setting.
Presenting three separate spirits (Cruzan Rum, Midori melon liqueur and Dekuyper cordials) in a way that heightened their roles in the creation of elegant frozen drinks was another challenge. Colors and type were employed to create an enticing palette that represented the big flavors of the resulting cocktails.
Type with flavor
Each drink name was given a type treatment for the overhead display signage, while the drink machines and menus were set in a collection of type families geared toward legibility and use of space.
Drink cards gave tasters an idea of ingredients and flavors to expect when sampling the creations of various mixologists.
