As part of the JKR Sparks Academy, my brief was to design a canned drink. I had the freedom to create the full brand, from choosing our target audience, to the name and concept.
Pura Vida is a (proudly) non-alcoholic cocktail brand centred around the simple pleasures of life, breaking out of societal moulds, and the Costa Rican philosophy of living free-spiritedly and optimistically.
Through my research, I found a significant gap within mocktail brands that lack fun and illustrative packaging, and often try to camouflage with alcoholic products.
This informed my target audience: urbanites with a zeal for novel experiences and unique self-expression, unafraid to stand out in alcoholic-saturated landscapes
. I wanted my can design to reflect this.
This informed my target audience: urbanites with a zeal for novel experiences and unique self-expression, unafraid to stand out in alcoholic-saturated landscapes
. I wanted my can design to reflect this.
