It’s time to shake things up.
Après Hours
Spirits, Beer & Wine
Brand Voice & Positioning, Copywriting, Logo & Logo Suite Design, Color Palette Exploration, Pattern & Supporting Graphic Devices, Brand Guidelines & Brand Books, Packaging, Photography
DIELINE: Après Hours Espresso Martini Shakes Things Up
DIELINE: Best of May 2023
Après Hours, French for “after hours,” is a line of canned espresso martini cocktails. Inspired by the magnetic après-ski lifestyle, its identity evokes the charm of a glamorous vintage ski resort where the bar calls you by name.
The logo pairs an editorial serif with a drawn script, exuding sophistication, while the hourglass-martini icon is a representation of the brand and a nod to the anticipation of that after-hours toast. The tagline, “It’s time to shake things up,” playfully references the shaken martini tradition while embodying the brand’s bold, female-led disruption of the male-dominated RTD industry.
Reflective silver foil highlights key details such as 10% ABV, hourglass icons, flavor name, and logo — enhancing shelf appeal. When stacked, the brown, tan, and cream cartons create a seamless gradient from day to night while representing each flavor: Classic, Salted Caramel, and Vanilla.
The brand identity bridges the sophistication of sipping an espresso martini with the ease of drinking a canned cocktail. The packaging brings a timeless yet approachable mystique to cocktail hour, using elegant typographic layouts, monochromatic colors, expressive paint strokes, silver accents, and a hint of vintage sparkle.
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