To show some of my strengths when it comes to re-branding, I decided to re-brand one of the oldest sodas that is still being sold today. I wanted to take Moxie and push their current idea of ‘Moxology’ and making it the main focus by advertising the soda as a mixer for alcoholic beverages. My target was urban young adults. I wanted to reposition the brand with a bit of a more modern and funky flare. The goal was to expand to a larger audience that is not just in New England, where the drink is popular. My strategy is to reintroduce Moxie in bars in America’s fastest growing cities to bartenders as a substitute combination for bitters and simple syrup.
Above are other concepts that I explored for the re-brand.
Above are logo sketches for the rebranded logo.
To the left is Moxie's original and current logo which features, "The Moxie Man". To the right is the new logo that I designed. I wanted to give it a more fun and modern look, but at the same time, paying a bit of homage to their roots. I wanted to keep the same colors, except making them a bit more darker.
Letterhead, envelope, and business card. Mockup from Colorlib.com
Michael Limas, owner of Las Ramblas Bar at Brownsville, Texas, was kind enough to let us use his space before opening hours for the photoshoot. For the print ads, I wanted the main focus to be women bartenders using the mixer with their craft. The overall look is each of them showing their own attitude/personality or their ‘Moxie’, because I believe that bartenders, especially women bartenders, have a ton of moxie. My models (and myself) are wearing attire that matches with the brand. These ads are meant to be printed as a series. My bar photographer was Mariana Cordova, who assisted me with taking the pictures while I art directed the photoshoot.
Print Ads mocked up at a subway system. Original photo from Inspiria Outdoor Advertising, subway ad mockup.
For the package re-design, I thought of creating a Moxie 6 pack for the mixer. I wanted to make the packaging look more inviting and fun specifically for my target audience. Product photography by me, action shot at the bar taken by Mariana Cordova.
Sketches and planning for the website.
The home page of the website will have a slideshow with photos of bartenders and people enjoying the mixer. The video shows the 'Mix with Moxie' section of the website.
Screenshots of the drink recipes. Drink photography by me
Sketches and planning for the app.
The Moxie App includes, your own profile to save and record your favorite cocktails, cocktail recipes, and a photo gallery of people enjoying their Moxie concoctions.
For my guerrilla tactic, I thought a giant cocktail would catch peoples' eyes. The idea is that the moving bubbles are on a cylindrical screen to make it look like a beverage. Mockup from Free Goodies for Designers, ’totem’ mockup. Soda bubbles video is from YouTube.
Above are three extra deliverables, which includes an apron, bottle openers, and coasters. Coaster mockup from Mockups-Design.com
