Straightaway

Potent and astonishing cocktails.

Ongoing

︎ Brand Strategy
︎ Identity Design
︎ Packaging Design 

Collaborators:
Illustrations ︎︎︎ Colby Brooks

1. Discovery
After having completed the original Straightaway branding at OMFGCO, we continue to expand the brand into new avenues. Straightaway came to us with a new cocktail unlike their others: a vodka soda made with tea, more delicate and less punchy in flavor, and certified organic. They needed a package design that felt in-line with the brand while communicating the difference in flavor from its other canned cocktails.

2. Framework
The Straightaway brand is rooted in story-telling, and each drink follows suit. We got to work researching the specialty teas used in their recipe, and expanded upon the story of an existing Straightaway character, the cosmonaut. We collaborated with the client on the story of the cosmonaut scouring the aromatic universe for the perfect tea blend, in line with that sense of irreverent fun that’s at the center of Straightaway’s personality.

3. Design
To reflect the lighter, subtler flavors of the vodka tea sodas, we set these cans apart from the others with more airy color stories that tie in to each drink’s flavor profile. We further emphasized their delicacy with a lightweight typeface. We then hired Colby Brooks to bring our cosmonaut to life in two episodic illustrations, portraying the flavor universes each drink contains.

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