SagaV: A Daring New Journey
SagaV is a tarot-inspired RTD premium mocktail. It takes the design aspects of astral signs, such as the sun and moon. Each product represents a tarot card and carries a distinct flavor. SagaV enlightens the 5 senses (Savory, Sweet, Sour, Bitter, and Umami). It is a brand with a strong storyline and bold flavors.
The Four of Cups
From the research I found, the market presented many mocktails that required mixing with other drinks, which ultimately made them confusing. In a sea of monotony, SagaV wanted to shine from the rest with its bold design and mysterious aura. It was defined by our research that the target audience (that being Gen Z and Millennials) wanted a wellness-oriented drink that had style, and that they were less likely to drink alcohol as compared to other generations.
Igniting the Ace of Wands
As a team, we brainstormed and tried to create a mocktail brand that would be bold in its story. We initially designed something with a medieval focus, taking inspiration from Gothic fonts and Imagery, to create the logo. This allowed us to jump on this opportunity to represent a medieval-themed drink unique to the market. It was bold and out there; something that would draw attention to our target audience.
Challenged by the Nine of Wands
From what we initially made, we had substantial feedback as to what could be improved. Our brand guideline was word-heavy, lacked visuals, and it was not something that the creative director was looking for. We were told to focus more on a tarot card theme. This caused a bit of confusion in the team as we had to figure out what aspects were truly tarot card themed.
Victory Rides on The Chariot
We as a team decided to collaborate on a shareable slide deck. Here we could work together and build upon a new brand guideline that was better than the last. I placed images and icons that related to our information, had an air of sophistication, and had tarot-card aspects. We successfully built a brand guideline that was visually appealing and informative. It successfully represented our vision of SagaV and its mystical journey.
