White Claw Packaging Redesign

The project's objective was to reimagine the packaging of an established food or beverage product for a new target audience. Initially launched in 2016 with millennial consumers in mind, the White Claw seltzer variety pack cans are now redesigned with the oldest members of Generation Z in focus as they come of legal drinking age. The new design incorporates popular aesthetics among this demographic, such as vibrant colors, charming illustrations, and a bold typeface.