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Featured image for Après Hours Espresso Martini Shakes Things Up

Après Hours Espresso Martini Shakes Things Up

by Chloe Gordon on 05/12/2023 | 3 Minute Read

Caliber Creative designed the canned cocktail packaging for Après Hours, with an identity that embraces the spirited and alluring "après ski" lifestyle. The foil editorial-inspired serif typeface paired with the rich hues creates a magnetic and inviting experience that will rouse the feeling that consumers are, indeed, always on a holiday vacation in the mountains.


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Après Hours, French for "after hours,” is a new line of canned ready-to-drink espresso martini cocktails. The identity embraces the magnetic "après ski" lifestyle, which places you in a glamorous vintage ski resort where the bar calls you by name.

The logo uses an editorial serif and drawn script to capture the elevated allure of a luxurious lifestyle while the hourglass icon is a subtle easter egg to the Après Hours name. The icon nods to the concept of time and waiting for that after-hour toast and can also be seen as the silhouette of two martini glasses. The tagline "it's time to shake things up," while hinting at the tradition of a shaken martini, communicates the female-owned business trailblazing the male-dominated RTD industry.

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The goal of the brand identity is to bridge the gap between the sophistication of sipping an espresso martini and the ease of drinking a pre-mixed beverage from a can. The packaging brings a timeless yet approachable mystique to cocktail hour, using an elegant typographic layout and monochromatic colors juxtaposed by expressive paint strokes, silver accents, and a touch of vintage sparkle. The reflective silver foil also calls out important selling points to the customer on each carton, stressing the 10% ABV, hourglass icon, flavor name and logo. Displayed together, the brown, tan and cream cartons' colors reflect the gradation from day to night while also representing the flavors: Classic, Salted Caramel and Vanilla.

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