Shake It Up
With the imminent growth of the brand and its presence in different channels, HAAN saw the need to expand their range of products and create new and exclusive lines for each sector.
This is how Shake It Up first started: a collection for the fashion industry inspired by our favorite classic cocktails revisited with a twist.
The magic recipe
In search of a creative concept that had to be appealing but foremost, trendy; the art of mixology instantly made sense. A universe that mixes colors, flavors, and alcohol and that is directly linked to creativity, fanciness, and sophistication were exactly what we were looking for.
Five of the most classic and well-known cocktails will now be the new scents of the brand. They needed an individual naming that was understanding but distinguishable and unique, recalling the experience of drinking that booze.
As well, we had to define a specific color for each of the new fragrances. Betting for strong and bright colors and after facing the great challenge to make them work visually together, we came up with a combination that with a strong presence of white would arise balance.
The mix of delightful ingredients
Of course, a disruptive collection like Shake It Up, needed a new art direction that followed the brand identity guidelines by being clean and pop, but at the same time was recognizable for itself.
We were inspired by the old illustrations of well-known drink brands from the 60s and 70s. We paid special attention to the black line that surrounded them, with flat colors and moving compositions. So, from the very beginning, focused on dynamism, motion, and a vibrant image. We intended it to radiate freshness, positivity, creativity, and contemporary.
To achieve that, we draw all the drinks and their ingredients in fine lines with irregular-shaped blocks of colors that would build the mix together to become a HAAN Pocket.
Along with an extended sans serif typography that adds a modern look and present-day music resembling classic cocktail bars, the perfect mix was born.
Once the new aesthetic was set, it was time to translate it to the different surfaces by playing with the different elements, some of which were colored in and others, unfilled.
This arrangement enables us to show the personality of the collection at a glance through posters, displays and packaging.
Adding the cherry on top
Before its official launch on December 9th 2020, there still was some work to do.
First up, we had to adapt the current website home to include the Shake It Up collection, as well as prepare the descriptions for each new product that very soon would be shown.
For social media, we designed different versions of images and adapted animations to be used as organic and paid media to caught the attention of new audiences and possibly new leads.
Additionally, to add value to some release shipments, we created a recipe book with the recreated classic cocktails and their parallelism with the new HAAN fragrances.