Approaching the brief of creating a non-alcoholic beverage for 18-30 year old adults, the main goal was to create a product that had a strong visual impact as well as being functional. It also needed to be easily integrated into the alcoholic market despite it being non-alcoholic.
When starting to put down ideas, I came to the conclusion that this design needed to allow the target market to feel no different than the drinking crowd. Using that concept as a guide, the word doppelganger seemed to be extremely relevant. Literally meaning “double-go-er,” doppleganger represents the target market as someone who wants to fit into the market while still using different behavior, which is what the word exemplifies.
The graphic symbol continues to play on the name while also being simple, dynamic, youthful and fun. The symbol represents a reflection (the reflection of the drinker and the crowd) as well as lights of night entertainment and further, a mountain scene, which gives the impression of a refreshing and natural beverage.
