Up & At 'Em Packaging

You & Yours Distilling Co is a women owned beverage company based in California. After going through a rebrand with Hint Creative, they asked our team to help them create the packaging for their newest product, Up & At ‘Em, a coffee liqueur and cold brew vodka cocktail collection. Up & At ‘Em is an addition to the Y&Y’s family that amplifies its goals of community and friendship. My role in this project was initially in creating moodboards, then designing multiple rounds of potential directions for the packaging and defining the brand type, texture and colors. I created both the moodboards and the packaging directions that would be used to create the final design. The concept I created for this packaging was the idea of using the marbled coffee swirls to influence the style of typography and texture that we would use for the label. After crafting this idea and designing the multiple rounds of creative for the packaging and logotype, I supported our art director, Morgan Shreenan Hanks, with critiques and creating color combinations for the different flavored drinks as she completed the design process and created the incredible translucent halftone swirls used on the glass bottle and cans. From the swirl-inspired graphics to the refined, muted color palette, every detail was crafted to stand out on shelves while staying true to the brand’s approachable sophistication. Creative Direction: Christian Hansen Art Direction: Morgan Shreenan Hanks Product Photographer: Derek Israelsen