oceana hard seltzer

As part of my self-initiated collection of projects, I developed the full branding and packaging design for a fictitious hard seltzer company, Oceana Hard Seltzer. Following the brand’s creation, I designed a series of 12 advertisements for an integrated marketing campaign titled “Cheers to Nostalgia.” The campaign targeted Millennials and Gen Z, aiming to evoke emotional connections through nostalgic themes while positioning the brand across multiple platforms. The goal was to boost awareness, drive sales, and establish Oceana Hard Seltzer as a playful yet modern beverage choice.

Deliverables
Brand identity
Logo system + color palette + typography + visual elements

Packaging design
Cans + mockups

Advertisement series
(12 total) digital, print, and social media formats

Kinetic typography video
Motion ad for digital campaign

Photography
Original photos for ad campaign

Year
2024

Tools
Illustrator, InDesign, Photoshop, Adobe After Effects, Adobe Premiere Pro

Two cans of sparkling water with colorful fruit-themed labels on a beige background.

Because I wanted the entire campaign to feature only original content, my first step after defining the campaign’s tone and direction was to capture the supporting imagery. These photographs became the foundation for creating a wide range of advertisements across different platforms.

photography

A glass of orange juice with a lemon slice and a popsicle, surrounded by orange slices and small orange candies, set against an orange background.
A glass of iced drink with a strawberry garnish, surrounded by broken strawberry-flavored cookies and strawberries on a red surface with a red background.
A camera on a tripod taking a photo of a table with a red background, food crumbs, a beverage with a yellow straw, a soda can, a white lamp, and kitchen appliances.
A glass of berry-infused water with colorful straws next to a large slice of watermelon and scattered watermelon pieces and berries on a blue background.

Through research, I discovered that nostalgia is a trend within my audience. After creating the logo and the brand standard font and colors, I created the packaging based on childhood flavors, aiming to evoke memories from my audience’s past, leading them closer to my brand.

packaging design

A can of Oceana Spark Joy Orangeslice flavored hard seltzer water placed in front of a colorful background featuring a box with orange and blue design, including illustrations of orange slices and popsicles, and a nutrition facts label.
A can of Oceana sparkling hard seltzer with berry tarts flavor in front of a red and beige background featuring strawberry tart illustrations and nutrition facts.
A can of Spark Joy Ocean Hard Seltzer with a watermelon flavor, standing in front of its colorful box packaging, which features a watermelon pattern on a blue background with red and beige accents.
Advertisement billboard for Oceana Hard Seltzer with three colorful cans of different flavors listed as Berry Tarts, Picnic Day, and Watermelon.
Open magazine featuring a summer scene with two tropical cocktails with fruit garnishes, one orange and one lemon, on a striped towel next to a swimming pool, and an advertisement for Oceana Hard Seltzer with a can, a glass of orange drink, and orange slices.

To maintain cohesion across the ads, I utilized the brand's color palette, paired a beautiful sans-serif font with a script font, and incorporated original photography to visually appeal to the advertising products.

the advertisements

Advertisement on a street with palm trees, featuring a drink and snacks, and cans of flavored salt.
Three cans of Oceana salt with ocean-themed labels, and a red-orange can with the brand logo, set against an abstract orange and blue background.
A promotional image for Oceana Seltzer featuring a can of Orangesicle flavor with a design of orange slices and popsicles. The background shows a glass of orange seltzer with ice, a straw, and a slice of orange garnishing the drink. The text reads "C
A colorful advertisement featuring a glass of brown soda with ice and a lemon wedge, assorted strawberry and vanilla cookies, and three cans of Oceana Hard Seltzer with vibrant labels. The text reads: "Cheers to Nostalgia! Crafted with flavors that e
Image featuring a glass of soda with a strawberry garnish, a can of Oceana Hard Seltzer labeled Berry Tarts, and strawberries with cookies on a red background. Accompanying text promotes Oceana Hard Seltzer with a message to toast to good old days.
Three cans of Oceana hard seltzer with colorful illustrations against an orange background, featuring flavors Berry Tarts, Orangesicle, and Picnic Day.
Three cans of Oceana hard seltzer with colorful, fruit-themed designs on a blue and beige background with text that says "Cheers to Nostalgia" and the website link www.oceanaseltzer.com.
A glass of sparkling water with berries, watermelon, and colorful straws on the left side; three cans of Oceana hard seltzer with colorful fruit-themed labels on the right side; the text thank beginning with "Cheers to the past!" and the website www.