TIMELINE
8 Weeks
PROJECT OBJECTIVE
Create a micro brand based on emerging trends, followed by creating a business plan and pitch.
TEAM
Jeanne Werner
Emma Shaw
Caroline Hammond
Guilt Free Fun
Hair of the Dog is the next upcoming drink brand whose design strikes the perfect balance between modern sophistication and playful versatility by capturing the essence of a refreshing drink that can be enjoyed on its own or as the perfect complement to any mixer. Additionally, Hair of the Dog can be consumed between alcoholic drinks as an innovative system to prevent hangovers the next day.
PROJECT ATTRIBUTES
Trend Research
Product Development
Illustrator
Keyshot
COURSE
Brand Development
-SOBER CURIOUS LIFESTYLE
-MITIGATION NOT ELIMINATION
MICROTRENDS:
ALCOHOL ALTERNATIVES
FUNCTIONAL BEVERAGES
GUT HEALTH
MENTAL WELLNESS
OUR CUSTOMER
GEN Z: The main customer group for Hair of the Dog is Gen-Z, or young adults aged 21-25.
NON GENDER SPECIFIC: Our brand’s visual identity and inclusive functionality of the beverage appeals to all genders.
Work play balance: One of our main goals for Hair of the Dog is to create a more realistic way of promoting balance within the lifestyle of our target audience.
SOBER-CURIOUS: A characteristic of Hair of the Dog is those who are exploring the benefits of a sober-curious lifestyle, or are trying to limit their alcohol intake.
NON ALCOHOLIC DRINKS MARKET IN US: $496 billion USD in 2023
HOW TO USE
In between drinks
