MIKE'S HARDEST LIQUOR
Currently, Mike’s exists as a hard lemonade, targeting a younger, less sophisticated audience, with a grungy design style. The idea was to create a new line of liquor for a more mature audience, specifically businessmen. This meant stripping the design and classy-ing it up, with gold foil and spot-varnished black on a matte black bottle. Showing elegance and refinement, this new design appeals to the intended audience.
An exclusive event would be held at a bar frequented by businessmen, to go out to the target audience and show off the new liquor line. Going above and beyond to spend money on this product would show the seriousness of the brand, and would gain the attention of the people that it wants to attract.