Social Butterflies
Simply Luscious | RTD BeverageCreating brand story around a calorie conscious cocktail
Conscious cocktails
Branding // Identity // Logo // Package Design // Product Design // Web Layout
THE CHALLENGE
Low calorie wasn’t enough. The RTD cocktail space is crowded with functional messaging—low sugar, low calorie, “less bad” for you. But function alone doesn’t build brands. This needed to be something more: A product people didn’t just drink—but identified with.
THE APPROACH
The concept centered around transformation—in a health conscious way and how that translates socially.
“Social butterfly” became more than a metaphor. It became the brand–Light–Effortless–Attractive–Socially fluid. The product wasn’t just a drink. It was a version of you.
THE RESULT
A brand mark with purpose, built to be seen—and chosen.
Simply Luscious moved beyond functional beverage branding into something more emotional, expressive, and ownable.
A product with personality. A brand with presence.
Logo design
HIT THE MARK™
This was the product differentiator. The bottle was designed with marked calorie / servings for the conscious consumer.
Process Notes
DEVELOPMENT: TAKE 1
Early exploration leaned illustrative and expressive—pushing femininity, flavor, and personality.
Through iteration, the system was refined into something more iconic:
- Cleaner
- More scalable
- More ownable
The final direction balanced beauty with clarity—designed to work across packaging, digital, and brand extensions.
Pineapple Orange Fusion // Pomegranate // Passion Fruit Medley
