Reimagining Fun: Packaging for O’be Premium Cocktails Awarded India’s Best Design Project 2023

The project involved designing the identity for O’be Cocktails as well as the packaging and key images for communication. Euphoric Beverages, a vibrant player in the cocktail industry, tasked Design Orb with a challenging project: to redesign the identity and packaging of their cocktail range. The previous packaging featured a cat as a mascot, a beloved element that the client insisted on retaining. The challenge was to refresh the brand, making it young, aspirational, and appealing to a target audience primarily in their early twenties to late thirties.

Balancing Tradition with Modern Appeal

The design team embraced this challenge by developing a creative concept centred around the brand name, O’be. It was cleverly integrated into phrases that resonate with the drinks’ characteristics, such as “O’be Lively” and “O’be Zesty.” The cat mascot was retained but was reimagined as a fun and curious character, reflecting its natural traits and enhancing the brand’s youthful appeal. The visual communication was transformed using gradients, adding a vibrant “party appeal” that aligns with the brand’s energetic and lively essence. To further distinguish the brand, the bottle structure was designed with the O’be logo embossed directly onto the glass, effectively preventing duplication and reinforcing brand identity.

A Versatile Brand Asset

The reimagined cat mascot continues to play a crucial role in the brand’s marketing and digital communication strategies. Its various poses serve as a recognisable and engaging brand asset, enhancing brand recall and connecting with consumers on a personal level.

The successful redesign of O’be’s identity and packaging demonstrates the power of creative thinking in preserving brand heritage while appealing to a modern audience. The strategic use of the cat mascot and vibrant design elements has positioned Euphoric Beverages as a dynamic and aspirational brand in the competitive cocktail market.

Credit: Design Orb Private Limited