Sipper Club

Straightaway’s Super Secret Sipper Club is a drink subscription service that offers more value to customers than just a routine product delivery.  Each parcel contains limited edition and yet-to-be-released cocktails, imbuing a sense of surprise and play in every delivery. We were brought on board to develop a concept and sub-brand that felt engaging, playful, and a bit mysterious.

Deliverables


  • Brand Strategy

  • Brand Concept

  • Naming
  • Copywriting

  • Identity Design

  • Packaging Design

Collaborators


  • Anna Greer, photography

Completed 2023

Convivial joy is at the center of Straightaway’s personality, and we wanted to maintain this sense of play while building anticipation for these mystery cocktails. With a “not so secret” concept, we came up with the name: Straightaway’s Super Secret Sipper Club. From there, we created a brand that piques curiosity and invites members to play along.

When Sippers sign up, they receive decoder coasters, a members-only pin, and clues to be unscrambled to uncover the forthcoming cocktails. Later, a shadowy box appears on their doorstep.  Inside are two mystery cocktails. It’s an intriguing and engaging sub-brand for Straightaway’s biggest fans.

Not So Secret

To strike a balance between mystery and playfulness, we thought of the childhood joy of a good mystery novel or magic kit. We sought to put an adult spin on that nostalgic intriguing feeling, and dove into research on the topic.

We looked to the slightly spooky imagery of mid-century mystery book design, with dark lighting, illustrations of eyes and keyholes, and redacted information and codes. We also thought about the joy of playing with spy kits, and wanted to bring some of that play into the brand.

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