Recess
During my time as Associate Design Director at Recess I oversaw brand expansion across social, email and web. I improved existing packaging for retail and developed new packaging for their seasonal Dry January flavor. Here are some examples of a few projects i worked on during my time there.
Role ······································· Associate Design Director
Packaging development
‘Zero-proof “margarita”
I developed and executed packaging for Recess’ first Dry January flavor: zero-proof margarita. The seasonal flavor, which launched on January 1st online and was available at select retailers nation-wide, further cemented the brand as an alcohol alternative.
For my design explorations I went off of the existing Recess packaging and digital presence, which incorporated gradients quite heavily. At first it was between a paloma flavor and a margarita flavor, so my design explorations reflect that in color choices and color hierarchy. Once the margarita flavor was the chosen one, I explored the colors of the ingredients that make up a traditional margarita as well as what the feeling of drinking a margarita might look like. Explorations also included some more graphic-forward options, as standing out on a shelf was something I kept thinking back to. In the end, it was a blend of a gradient with a touch of graphic elements that was chosen for the packaging. Zero-proof margarita performed so well that it sold out quite fast.
Moodboard
Initial Design Explorations: Gradients
“Paloma” gradient can design, “Margarita” gradient can design
Graphic options “Margarita” flavor
Solid color options “Margarita” flavor
Gradient options: “Margarita” flavor
Final product packaging: zero-proof “Margarita”
Social
Launched as a digital-first brand, Recess has a strong and loyal following on Instagram that makes their audience stick around, mostly due to its dry and self-aware tone as well as its clever visuals.
Below a couple examples of some social concepts and executions for the brand’s Instagram account.
Sample Instagram Posts
Sample Instagram story (paid media)