SPARK
Brand Opus London
Hatch Brief 2021
Northumbria University
Context
Every year, Brand Opus sets a competition brief called 'Hatch' for new creatives to develop their skills and show the industry what they're made of. I was set the task of designing a functional drinks brand that's centred around emotional well-being.
Solution
There are so many avenues of wellness people rave about, from calming teas to healthy alcohol-free alternatives. I wanted to focus on a different area of wellness that a lot of people shy away from: SEX.
Only 1/3 of UK adults are satisfied with their sex life. Lack of sex can negatively impact sleep, stress-levels, and social connection.
Sex has numerous mental and physical benefits (not to mention is very fun), nevertheless, is still considered taboo. So, I decided to design a wellness drink that enhances intimacy and embraces social connection by using natural libido-boosting ingredients and encouraging conversations around sex.
A study suggests that if you gaze into each other's eyes for two minutes, it is enough, in some cases, to produce passionate feelings for each other. Cheesy, I know... but true. Eye contact is vital when it comes to any kind of intimacy, so for that reason my identity depicts an eye to represent the 'look of love'.
The design of the drinks is all about encouraging people to be more transparent about sex, intimacy and how they feel. To emphasise this, the can is made from glass which you can reuse or repurpose. The typography treatment also reflects this idea of transparency, along with the coming together of two things to create something beautiful (and messy).
But, as most of us know, you can't expect people to have a conversation just by telling them to, you need to create a conversation starter.
Luckily, Spark has thought of that. Each can has a peel-off card on the back that has a range of conversation starters, from more intimate questions to just down-right spicy. Each drink flavour is a different category so you can collect them all and form a whole pack.
