Tipsy Tiger

Tipsy Tiger

STRATEGY | BRANDING | PACKAGING | WEBSITE

Tipsy Tiger is a brand of fuss-free cocktail mixes looking to make drinking experiences easy and uncomplicated.

It’s started by a group of friends that got together and decided that cocktails needed to be simplified, and simplified well. With authentic high-quality ingredients, less sugar and a large sense of humour, they launched 4 fun (and really tasty) cocktail mixes. Our vision for this project was to create a brand that isn't afraid to have a good time and takes having fun seriously.

We worked with the Tipsy team to give the brand its mischievous voice, witty mascot, and colourful packaging.

Brand Workshop

Brand Workshop

We began the project with a collaborative workshop to help distill the brand purpose, identify a consumer base and emotional drivers that create enough interest around the brand.

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Insights

Insights

Understanding the Consumer

Understanding the Consumer

People who are young, but thanks to the amount of exposure they have online and in the real world, generate a self-aware view of life.

These people are neither individualists, nor collectivists. They break away from conventional ways to define people.

They plan ahead but live for the moment. They are mature but fun, like stand-up comedians. They are very observant and
understand the rollerblade of life very well.

Aspirant for cocktails

They know how to make a few usual suspects - Sangria / Margarita. They are known in their friend circle for their signature drinks.

They want to impress their peers and the less informed. To them cocktails are only an accompaniment to an experience.

They want to have fun and feel good and follow a recipe. They will listen to recommendations and basic recipes.

Young achiever, woke mindset

Anyone who’s 25-29 years old, and uses technology for work and play. They are liberal, constantly connected and socially active. They like to express their ideas and thoughts, give shape to their dreams, contribute/create/be part of change.

They embrace risk by starting their own dream setups, or by taking over a family business and giving it a new avatar. They believe in personal achievement that can grow the possibilities for an entire generation. So, they like sharing their knowledge, experience and success with others

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Exploring the Environment

Exploring the Environment

Bans, misattributions, deaths, interruptions, non-acceptance, uncertainty

Bans, misattributions, deaths, interruptions, non-acceptance, uncertainty

In a world of continuous uncertainty, outrage and information overload, people use senselessness, humour and memes, because it makes everything acceptable, and gives them a break from performance pressure.

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Recognising the Culture

Recognising the Culture

Gathering at home rather than partying outside, because of the need for quality time with self and others, and tragedies like COVID. It’s a much needed break from heavy and regular alcohol drinking.

While hosting, food can be outsourced for the party, but cocktails are either made at home with alcohols brought in by friends. Gathering at home rather than partying outside, because of the need for quality time with self and others, and tragedies like Covid. It’s a much needed break from heavy and regular alcohol drinking.

The want, openness or need to make one’s palette more authentic is rife among millenials, but with a sense of ease that makes the experience truly cherishable.

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Identifying the Benefits

Identifying the Benefits

Functional Benefits

Functional Benefits

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Emotional Benefits

Emotional Benefits

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Brand Prupose

Brand Prupose

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Brand Narrative

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Brand Narrative

Brand Narrative

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Identity

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We designed the logo to reflect the idea of a ‘tipsy person’ with the curvy ‘i’. It also acts as an abstracted tiger’s tail. It’s purposefully wonky, to bring out cheekiness and mischief, yet simple enough to be used at small scales.

We also created a more colourful secondary logo for use on social media or other miscellaneous platforms. The intention with the stroke and shadow was to bring the brand into the world of adult animation.

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Identity

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We designed the logo to reflect the idea of a ‘tipsy person’ with the curvy ‘i’. It also acts as an abstracted tiger’s tail. It’s purposefully wonky, to bring out cheekiness and mischief, yet simple enough to be used at small scales.

We designed the logo to reflect the idea of a ‘tipsy person’ with the curvy ‘i’. It also acts as an abstracted tiger’s tail. It’s purposefully wonky, to bring out cheekiness and mischief, yet simple enough to be used at small scales.

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We also created a more colourful secondary logo for use on social media or other miscellaneous platforms. The intention with the stroke and shadow was to bring the brand into the world of adult animation.

We also created a more colourful secondary logo for use on social media or other miscellaneous platforms. The intention with the stroke and shadow was to bring the brand into the world of adult animation.

The Mascot

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Aside from the logo, we designed the Tipsy Tiger to be the secondary face of the brand. Because of his memorable smirk and silly outfit, he features quite prominently across all brand communication. Without him, the brand name loses its meaning.

While this is the primary face of the mascot, he can be seen in various expressions, some outfit additions and of course, several cocktails by his side.

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The Mascot

The Mascot

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Aside from the logo, we designed the Tipsy Tiger to be the secondary face of the brand. Because of his memorable smirk and silly outfit, he features quite prominently across all brand communication. Without him, the brand name loses its meaning.

While this is the primary face of the mascot, he can be seen in various expressions, some outfit additions and of course, several cocktails by his side.

Aside from the logo, we designed the Tipsy Tiger to be the secondary face of the brand. Because of his memorable smirk and silly outfit, he features quite prominently across all brand communication. Without him, the brand name loses its meaning.

While this is the primary face of the mascot, he can be seen in various expressions, some outfit additions and of course, several cocktails by his side.

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Typography

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Introducing Tipsy Tiger Pro! Our very own custom typeface for the brand. Its base font, which is GT Pressura Pro has been modified to include hand drawn, ‘tipsy’ glyphs. These glyphs give the typeface its distinct character and unique personality.

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A little glimpse into what went on behind the scenes - each tipsy glyph was first created in Illustrator, and then imported into the font software to kern with other characters. There were a total of over 900 pairs that we kerned over a week!

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Typography

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Introducing Tipsy Tiger Pro! Our very own custom typeface for the brand. Its base font, which is GT Pressura Pro has been modified to include hand drawn, ‘tipsy’ glyphs. These glyphs give the typeface its distinct character and unique personality.

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A little glimpse into what went on behind the scenes - each tipsy glyph was first created in Illustrator, and then imported into the font software to kern with other characters. There were a total of over 900 pairs that we kerned over a week!

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Packaging

Packaging

We designed the packaging to be a reflection of the brand - easy, fun and memorable. It was clear that we wanted our mascot and his unique shape to be a big differentiator for the brand, so we had him sit atop a bar with a drink in his hand.

We also took it a step further and illustrated a sort of ‘messy bar table’ scene at the back of the label, with important ingredient information highlighted.

We designed the packaging to be a reflection of the brand - easy, fun and memorable. It was clear that we wanted our mascot and his unique shape to be a big differentiator for the brand, so we had him sit atop a bar with a drink in his hand.

We also took it a step further and illustrated a sort of ‘messy bar table’ scene at the back of the label, with important ingredient information highlighted.

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PRODUCT VARIANTS

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FULL LABEL

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Packaging

Packaging

We designed the packaging to be a reflection of the brand - easy, fun and memorable. It was clear that we wanted our mascot and his unique shape to be a big differentiator for the brand, so we had him sit atop a bar with a drink in his hand.

We also took it a step further and illustrated a sort of ‘messy bar table’ scene at the back of the label, with important ingredient information highlighted.

We designed the packaging to be a reflection of the brand - easy, fun and memorable. It was clear that we wanted our mascot and his unique shape to be a big differentiator for the brand, so we had him sit atop a bar with a drink in his hand.

We also took it a step further and illustrated a sort of ‘messy bar table’ scene at the back of the label, with important ingredient information highlighted.

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Recipe Cards

These recipe cards are a key part of the Tipsy unboxing experience. They’re prompts on how to make alternate cocktails with each mix, so that no one feels too boxed in by the classics.

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Photography

It was important that the photography for Tipsy Tiger be equally as fun and wild as the rest of the brand. We helped set the photography style to be casual, messy, with a high-flash - as if a friend could have taken one of these photos on a particularly tipsy night. Or day.

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Photography

It was important that the photography for Tipsy Tiger be equally as fun and wild as the rest of the brand. We helped set the photography style to be casual, messy, with a high-flash - as if a friend could have taken one of these photos on a particularly tipsy night. Or day.

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Website

Designed for a mobile first experience we capitalized on the photography and vibrant visual language to create a memorable, fun and ecommerce ready Shopify site.

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Website

Designed for a mobile first experience we capitalized on the photography and vibrant visual language to create a memorable, fun and ecommerce ready Shopify site.

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Project Credits

Client: Abhishek Chopra, Sagar Sarin, Rushil Bhatia
Creative Direction: Anushka Sani
Strategy: Yousuf Rangoonwala, Kakkoii
Project Management: Nishita Mohta

Design Lead: Anisha Sirur

Client: Abhishek Chopra
Creative Direction: Anushka Sani
Strategy: Yousuf Rangoonwala, Kakkoii
Project Management: Nishita Mohta

Design Lead: Anisha Sirur

Design Team: Jyothi Iyer, Ganesh More,
Jyotirmayee Patra, Simran Tapadia
Copywriting: Aishwarya Prabhala
UI/UX: Rohit Dasgupta, Farshogar Vazifdar

Styling and Photography: Anupriya Roy, Tarun Bhatia

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