Cisco Brewers Hard Tea Re-brand
Art Direction & Design
A total overhaul of the Hard Tea packaging and brand aesthetic that aimed to modernize the product and cater to Cisco's young, cosmopolitan target demographic.
Where Things Started
The packaging felt like a dated Twisted Tea knock off, that just wasn't resonating with consumers or living up to the aesthetic expectation set by Cisco's line of beers.
Initial Exploration
Market research showed that Cisco's target consumer viewed hard tea products as a subset of hard seltzer, and there for expected the same level of youthful energy from the brands in that space, as well as the emphasis on "better for you" statistics.
Refinement
After narrowing in on direction two from the initial concept exploration, we dug deeper into what worked about competitor products and explored how to capitalize on proven success in a Cisco way. We also continued to ideate on potential product names.
Final Product
The final designs for the cans and 6 pack boxes in Lemon and Peach flavors. Lifestyle images were created with a combination of Photoshop and generative AI.
