Mel’s Hard Lemonade

My journey began with a deep dive into the world of "girly drinks" and how they're perceived and marketed. It got me thinking: why are these drinks always sweeter and lighter on the booze? And why do they often come with a side of embarrassment? So, I set out to shake things up by creating a hard lemonade brand that blends femininity with a kick of boldness. I wanted to show that a "girly drink" can still pack a serious punch. Taking inspiration from retro ads and posters, I played around with typography and imagery to give the brand a vibe that's both daring and fun, yet still sophisticated. This project was student work created at Tyler School of Art and Architecture.

Art Direction Soonduk Krebs