Featured image for HookUp


by Theresa Christine Johnson on 07/09/2015 | 2 Minute Read

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“What are you drinking?” may be one of the easier lines to pull out when you’re just dying to talk with someone cute at the bar, but with HookUp cocktails it’s actually quite fitting. These bottled cocktails have psychedelic doodles that glow in the dark, perfect for dimly lit clubs and for striking up conversation.

“As the target audience of the product was going to be youth, mainly clubbers, our team started to explore clubbing culture to hit the ground for designing the metallic cans and bottles. Getting inspired by nightlife and clubbing lifestyle, the cocktails were named HookUp."

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"For the packaging was decided to decorate the cans with doodle art creating awesome characters. Going further, we made the doodling glow in the dark to attract people in the darkness of the clubs or maybe become an attribute of hook up.”

Braind designed HookUp’s cans and bottles with delightfully intricate doodles drawn in black, which are intriguing just on their own. Against the white background, they become more interesting as you get closer and can see more of the detail. Each flavor has a corresponding ultra-bright color, clearly designating these drinks for the bold, or at least for those who wish to be bold. The ability to glow in the dark gives the packaging a punch of something unexpected and fun, easily appealing to the youthful crowd. HookUp is the type of drink that electrifies the evening, whether it’s out in a bar or club as the creators intended, or just at home with friends.

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Designed by: Braind

Country: Armenia