NEON84 Spirits
Concept | Naming | Brand Identity System | Package Design | Branded Applications | Advertising
Standard, Low Alcohol, and Non-Alcoholic Spirits.
Bold. Bright. Inclusive.
NEON84 provides premium spirits, while proudly supporting the LGBTQ+ community and celebrating people of all colors. They strive for employee diversity through best hiring practices, and donate 20% of profits to local LGBTQ+ organizations.
Diversity of Choice
Now people can enjoy delicious drinks in a variety of situations, and always satisfy their needs or preferences!
NEON84 is a proposed initiative to create better products for a better society.
Family of low alcohol whisky varieties.
Branding
From a visual branding perspective, the goal was to create a bold, minimalist design, focusing on color and typography for a distinct and eye-catching presence on-shelf at liquor stores and bars.
Color was used as the main identifier. A bold, bright, neon palette draws attention and creates distinction, while the wide spectrum of colors also fortifies the idea that all are welcome.
Specific colors were chosen to reflect the flavor profile or ingredients of each spirit. For example, blue was used for tequilas to represent the main ingredient, blue agave. Red was chosen to echo the spicy notes of rye whisky.
Brand Identity System
NEON84’s branding system allows each of the three product lines (standard, low alcohol, non-alcoholic) to stand out as its own family. And through consistent branded elements, products can also be seamlessly broken out by spirit type, and still maintain a cohesive brand identity.
The end result is an ownable combination of bold typography and bold neon colors for a full portfolio of unified, comprehensive products.
Initial design sketches and concept notes.
Brand style sheet.
Standard spirits product line.
Low alcohol product line.
Non-alcoholic product line.
What You'll See Below
Shown below are bottles organized by spirit type, followed by branded applications and advertising. Next are various arrangements of mixed spirits to display the unified brand identity.
Vodka: 40% ABV; Potato, winter wheat.
Low alcohol vodka: 20% ABV; Potato, winter wheat.
Non-alcoholic vodka: 0% ABV; Potato, winter wheat, and rye.
Full family of vodkas.
Gin: 44% ABV; Local juniper.
Low alcohol gin: 22% ABV; Local juniper.
Non-alcoholic gin: 0% ABV; Juniper, coriander.
Full family of gins.
Blanco tequila: 40% ABV; Blue agave.
Low alcohol blanco tequila: 20% ABV; Blue agave.
Non-alcoholic blanco tequila: 0% ABV; Blue agave, lime, and pepper.
Full family of blanco tequilas.
Full family of reposado tequilas.
Full family of añejo tequilas.
Non-alcoholic rye whisky: 0% ABV; Rye, chili pepper, and vanilla.
Low alcohol rye whisky: 23.5% ABV; Rye, barley.
Full family of rye whiskies.
Low alcohol corn whisky: 23% ABV; 100% local corn.
Non-alcoholic corn whisky: 0% ABV; Corn, plantains, and vanilla.
Full family of corn whiskies.
Low alcohol bourbon whisky: 24.5% ABV; Corn, barley.
Full family of bourbon whiskies.
Family of non-alcoholic whisky varieties.
Family of standard tequila varieties.
Branded coasters.
Family of low alcohol tequila varieties.
Family of standard whisky varieties.
