Jason Mosley's Portfolio

Designated
Driver

Designated Driver is a made-up mocktail brand for my Package Design class. I was only given the specific dimensions of the packaging and a can. I wanted to create a mocktail brand that doesn't hide the fact that it is not an alcoholic beverage and gives the user a sense of pride. This is for those who aren't of age to drink yet, trying to cut back, or are literally the designated driver for the group and they don't have to feel bad about not partaking in the fun. I started with the name because whenever someone says they are not drinking they are almost always the designated driver now. So no pun intended I was able to use that as a vehicle for the entire brand. From the logo that could be on the front of an actual car to even including the bumper stickers that cover the box. I created the vehicle for someone not drinking and wanting to brag about it, and inside is their non-alcoholic beverage.

Process

After I created the brand name I knew I wanted the packaging to have motifs of a car. I was still unsure of how far I wanted to take the motif. I thought of a box covered in bumper stickers to the typical car air fresheners to the box as a car.

I finally landed on the box as the car with the can as the interior of that car. Then came the challenge of making the design feel unique and purposeful to the brand.

With the earlier box designs, I struggled to find ways to use the space meaningfully. This led me back to the stickers which allowed me to have a lot of fun and add some cheekiness to the brand.

For the can itself, I went back to trying to depict the interior of a car. Finding what instantly read as a car interior was the main goal. Versus my earlier editions of a car air freshener, I went with the steering wheel because it read better while adding to the fact that this is a drink you can drive with.