College - Author 1
College of Liberal Arts
Department - Author 1
Graphic Communication Department
Degree Name - Author 1
BS in Graphic Communication
Date
3-2026
Primary Advisor
Hocheol Yang, College of Liberal Arts, Graphic Communication Department
Abstract/Summary
The alcoholic beverage market in the United States is facing a period of transformation, affecting the success and longevity of new launches and existing brands. Shifting consumer values and behaviors, generational changes, and an increasingly oversaturated landscape emerged after the immediate effects of the pandemic. Understanding these changes, especially as more members of Generation Z enter the legal drinking age, is imperative so retailers and spirit providers learn what the new generation expects and adapt in response. In a highly competitive market, my project aims to address how a brand can establish itself and be competitively unique, on-trend, and long-standing. To do this, I will create a mock alcoholic-beverage product that aligns with current trends, develop unique brand positioning and packaging that keeps it competitive and appealing to the modern consumer, while aiming for a long-term life span.
URL: https://digitalcommons.calpoly.edu/grcsp/326
Brand Guidelines
ari-still-mockup.jpg (2367 kB)
Mockup of Design
ari-still-mockup-2.jpg (2237 kB)
Mockup of Design 2
ari-still-can-pdfs.pdf (1265 kB)
Print-ready PDFs