For Bitter For Worse

A new look for alcohol-free cocktails

Completed 2022

︎ Brand Audit
︎ Brand Strategy
︎ Identity Design
︎ Packaging
︎ Marketing Materials


Emily Brown ︎︎︎ illustration

1. Discovery
The team at FBFW approached us with the need for updated packaging. Their current brand reflected the hand-crafted ethos of their product, but had pain points around legibility and brand retention. It spoke to their ingredients, but didn’t invite customers into their brand story.

2. Framework
After auditing the brand, we recommended not only a packaging update, but also a brand refresh. FBFW strongly believes in the power of human connection, and that you don’t need alcohol to have a great time. We wanted to capture the spirit of FBFW while elevating the design to convey the quality of their product. We sought to update the logotype, color palette, and packaging to deliver a sophisticated and joyous brand.

3. Design
The NA market is saturated, so we developed a brand that catches your eye on the shelf. We refined the color and type systems to feel bolder and brighter, and paired this with illustrations  that told a larger story of each cocktail. We worked with FBFW’s longtime illustrator, Emily Brown, to develop papercut illustrations that spoke to the human connection that their drinks might be a part of.

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