ABOUT

Project title:
Wild Calabash: full brand identity & packaging design

Role:
Lead brand designer and packaging strategist
Scope: Self-initiated design challenge. Responsible for the full project lifecycle, including brand naming, market research, insight generation, concept development, logo design, aesthetic system design, custom packaging illustration/layout, and the creation of promotional video assets and brand tone of voice.

Design challenge:
The challenge was to create a name, brand, and packaging design for an alcoholic beverage. A brand design that could compete well and stand out on retail shelves adorned with alcoholic beverage designs. To start with nothing and bring a solution to life.

Insight:
Research revealed that while the ready-to-drink alcoholic beverage market is saturated, there was an opportunity to build a visually rich, naturally inspired, and elegant identity that felt organic and authentic. A nuanced aesthetic communicating feminine sophistication. A brand that mirrors multifaceted identities: playful but grown-up, expressive yet stylish.

Solution:
​​​​​​​The final packaging design features a custom pattern of wild vines, fruits, leaves, and flowers, referencing the three main flavour notes: wild medlar, wild gardenia, and peach palm. A soft, vibrant colour palette and flowing organic elements bring freshness and approachability, while bold typography and a carefully structured layout ensure shelf impact and clarity. The branding captures the spirit of feminine versatility; whether it’s a night out, a cosy self-care evening, or a picnic with friends, Wild Calabash feels at home in every moment.

Promotional item:
To complement the brand, a branded can-opening keychain was developed, doubling as a nail filer to preserve manicures while enhancing the product’s lifestyle appeal. This functional promotional piece reinforces the brand's thoughtful attention to the real-life needs of its audience.

Wild Calabash is a South African-designed, manufactured, and branded alcoholic sparkling spritzer. 

Leaning more towards the feminine market, the brand is a fresh burst of wild fruit flavours: wild medlar, wild gardenia, and peach palm. 

The brand image is vibrant, fun, modern, and chic. Accompanied by a pattern of leaves, fruits, and flowers from wild vines to seal the homey, organic, natural feel of the brand. The brand image explores the often overlooked sophistication that can come from Mother Nature. It is elegant, yet bold. Soft and feminine, yet strong. It shouts excitement and fun while whispering elegance and sophistication.

Whether you're exploring a fun night out with your favourite people, spending time loving on yourself in the comfort of your home, or having a picnic with your loves, Wild Calabash is a perfect addition to your companionship. Just as one person takes on different personalities at different times, Wild Calabash is chill and fits in as seamlessly as you do in your different roles.

REMEMBER:
ALCOHOL REDUCES DRIVING ABILITY; DON’T DRINK AND DRIVE. ENJOY RESPONSIBLY; NOT FOR PERSONS UNDER THE AGE OF 18.