Revive the groove of the 1970s on the classic Caesar mixer
Client
Visual Communication IV & Personal Development
Scope
Packaging Design, Motion Design Social Media Design & Product Photography
Year
2023
MOTT’S CLAMATO has gained popularity following the invention of the Caesar cocktail by Mixologist Walter Chell in 1969. Since then, the juice has been anonymous with the Caesar cocktail mixer. The new Packaging aims to pay homage to the brand’s heritage and celebrate the early use of Mott’s Clamato in mixing Caesar and harking back to the tone of time.
The design goal is to enable the brand to stand out from the competition by hauling out the vibe of the 1970s and reinforcing its position as the original mixer of Caesar. With clear and distinctive visual aesthetics, the new packaging design aims to speak to Generation X, who have been familiar with, immersed Caesar into their drinking culture, and seen the drink rising to a hefty cult in Canada.
Logo Development
While the logo is simplified and flattened, the treatment by no means diminishes the vibrant and playful character of the predecessor but centres around authenticity and heritage. The new logo uses a condensed serif font, which took inspiration from the groovy style of the influential decade.
Visualisation
The overall design obtains a minimal style with simple shapes and structures that raged in the 70s, enabling it to communicate impactfully without being overdone and busy.
Colour Palette
The colour palette is drawn from the old labels and adapted to clashing tones that typify the 70s era. The vibrant colour palette helps the design stay up-to-date with the current design scene.
Typography
Paring with New Spirit, used in the logo and headings, is Cartography CF, a monospace typeface with rounded edges and hints at the typewriter era. The combination evokes a familiar, warm, and nature-friendly association with the design.
Photography
The photography style pursues a minimal approach, with products placed on a clean background. Understanding the preference of making one own Caesar at home, the kitchen setting is added to the photography series to effectively connect with the audience.
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