Terra Hard Seltzer.
Discover the World, One Sip at a Time.
January - February 2021 · 8 weeks.
Summer is almost here and with hope that the pandemic is almost over, people feel excited about drinking and hanging out with friends again. Terra Hard Seltzer is here with new array of flavors that remind people of summer and travel.
Roles · UX Researcher, Packaging, Branding, Illustration, Advertising.
Skills · Research & Development, Brand identity, Packaging design & Layout.
Tools · Adobe Illustrator, Adobe In Design, Adobe Photoshop,
Adobe XD.
Collaborator · Shruti Bhagwat
Secondary Role · Ekran Jibril.
Problem
60%-70% of young millennials and Gen Z’s enjoy hard seltzer when drinking with friends. They prefer this drink over others when being in large groups. With the start of the pandemic people lost hope about thinking the things will go back to normal, and traveling since like a dream from the past.
How might we market to this target segment while bringing hope that travel and fun will be part of their lives again.?
Solution
With Summer around the corner and the pandemic starting to be controlled, people are thinking about spending time with friends and visiting loved ones. Travel is on their mind. We decided to create a hard seltzer drink with flavors from around the world to bring the idea of traveling to the tips of their fingers. We chose six flavors from six continents for our six pack that give the consumer a taste of fruits from each continent and an optimistic view to once again travel and hang out with friends.
User interviews, Market research, Journey map.
Persona, Terra Concept.
Sketches, Asset library, package template.
Packaging, Website, Ads.
User interviews
We asked our users some questions regarding their alcohol preference, favorite activities to do when being around friends, what drinks match with summer and favorite hard seltzer drinks on the market.
Dylan, 29 · “I like drinking Scotch, because is Classy AF!”
Hard Seltzers are not everyone's favorite, but It's something that everyone will enjoy. When meeting with friends the easiest alcohol option is Hard Seltzers as it is something that is easier to pair with food and other alcoholic drinks.
Joe, 34 · “My favorite drink is Bourbon. It has history and a really nice flavor to it”
Everyone wants to be part of the trend of Hard Seltzer drinks. They don’t want to be left out even if it might not be their top choice, especially when drinking alone.
Christina, 28 · “In a party, If i’m not drinking whiskey, I’m drinking tequila”
Summer is full with memories of hanging out with friends enjoying the sunshine and fruity cocktails. Hard Seltzers are refreshing and perfect for summer.
Hard Seltzers experience and exponential growth since 2019. In 2019 there were only 10 Hard seltzer drinks in the market. As of 2020 65 brands were being sold in the US. With more products, flavors and variations of seltzers out in the market we need to understand our demographic better. What are millennials struggles when purchasing drinks and what is on their thoughts while doing it
Six Flavors from Six continents
With the information that we gain after the Discover stage, we could now highlight what are the main problems or struggles that people are facing in the pandemic. And we can also understand how we can approach the very saturated Hard Seltzer Market.
People miss being kiss by the sun and travel places. People hold very close to their hearts the good moments spend with friends. They understand that every one them is different and by that reason they liked different drinks.
Terra, comes comes from the Latin term for Earth and land. We wanted a name that represented the planet earth and all of its different continents. We wanted to reprints diversity and difference but that together form something beautiful. Each continent has a flavor that its most popular within its region. Terra allows you to Discover the World, One Sip at a Time.
User Testing & Feedback
First thing we tackled was coming with a Branding concept for Terra. We narrow it down to having some visual way to demonstrate the land/continent & fruit/flavor. After some User testing we got feedback in what elements were working and what elements were not necessary to showcase Terra and it’s fruity Hard Seltzer flavor.
Toss it
– Map of the Continent: With the illustrations the can space started to become more cluttered and it was not necessary to have a map if we could somehow bring out the continent to which the flavor corresponds.
– Landmarks: Having one single building or landmark could misrepresentative of a whole continent.
– Animals & Water.
– Split Complementary color palette: It turns more bold and strong which does not match with our concept of traveling and exploring the world with friends.
Keep it
– Landscape Illustration: Since our brand name means land
it was key to keep something resemble mountains or grand to have a stronger concept.
– Wrap around Logo: Some of our users find that the can should have some kinda interactive aspect. Having the logo being completed by putting next to each other.
– Leaves & Fruit Illustration: The core demographic is younger
millennials, illustration is a better way to explore the flavors than
using images.
– Vibrant Color palette: Having a colorful color palette, that was
similar to summer was a key part to develop our brand.
