DISCO
Client AWC/DISCO
Role Brand Identity, Graphic Design, Packaging Design
Year 2020
AWC approached me to help with the release of a new hard-seltzer for the UK market, aimed at 18-30 year olds who work hard at the gym and party hard in the club. I helped create the name ‘DISCO’ along with designing the logo, packaging and visual identity of the brand. With the client having no fixed direction in mind, initial exploration was highly conceptual and collaborative. An early idea I presented of tapping into the look and feel of UK dance culture resonated strongly and after some initial design exploration became the unifying direction for the brand.
Taking inspiration from 90’s rave culture, I designed an analogue glitch styled logo with a central disruption to break up the rigid lines and create movement. For each SKU I designed a similarly glitch inspired pattern based on the murmurations of starlings symbolising the movement of people on the dance floor. The type treatment utilises a block housed retro digital typeface to maximise readability and impact. All of this is tied together by a vibrant colour scheme inspired by the two flavours with everything designed to work both off and on pack.
