Heyday Canned Cocktails

Bringing People Back Together

Overview

Going to a bar used to be a fun reason to get together with friends. After COVID, isolation and the fear of large gatherings made people more reluctant to reach out. Heyday wants to give people a reason to get together again.


The Challenge

How might we create a product that can bring back optimism into people’s social lives and summers?


The Solution

Heyday creates opportunities for getting together with friends with their canned cocktails that are sure to bring back joy. Based on user feedback, Heyday has carefully crafted its product and social media experience to resonate with its audience.

Timeframe

10 Weeks | Jan 4th – Mar 13th

Roles

Branding, Reserach, Motion, Web Design, Illustration

Skills

Note taking, Analysis, Wireframing, Storyboarding, Needs Diagram, Empathy Mapping

Collaborators

Monica Ravitch
Athena Sfikas

Participants (8)

Tools

Illustrator, Figma, After Effecs, Premiere Pro

RESEARCH

Surveys

  • What bring people together: outdoors, drinks, plans
  • What brings optimism: sun, summer, friends
  • Warm colors

Interviews

  • Sweet drinks
  • Variety
  • Sharable
  • Alcohol content

Personas

“I can't wait for COVID to be over so I can start living my life again.”
Persona 1

Jake C

21 Years Old
Recent Grad
San Francisco, CA
Frustrations
  • Feels claustrophobic living at home with his parents
  • Spent the last two years isolated at home
  • Wasn't able to celebrate at a bar when he turned 21
  • Misses summer trips with his friends

“When I discover something new, I make all my friends try it.”
Persona 2

Amy L

29 Years Old
Interior Designer
Portland, OR
Frustrations
  • There's too much uncertainty about the future
  • All her friends are too weary to hang out at the bar
  • No motivations to recreate her favorite drinks at home
  • Not being able to get together with all her friends at once

Stylescape

Stylescape

Key Findings

Reach the intended audience: social media/heyday experience
Provide a product to bring people together: canned cocktails with variety
Sell people its the one to get: fun packaging and motion advertisements

Brand 

Evolution

After testing can designs with a focus group, we landed on a design that looked fun but also sophicated enough to read as alcohol instead of juice.
Brand Evolution

FINAL BRAND

Brand

Cans

Visuals

Assets

Packaging

Packaging

Social 

Media

To build trust on social media, we created advertisements that were tested to catch user’s attention and entertain. We gave each flavor an identity based on the focus group.
Social Media

Flavor Identities

Advertisement

Website

Heyday Website

What Was Learned

Using atomic design to build our brand from the ground up. Empowers users to make the most out of their days off and enjoy life (with a Heyday of course). Having an iterative process that allowed us to prioritize and empathize with the user. Establishing a strong foundation for our brand by prioritizing creation of assets and components in the beginning. Having a strong project plan and business model to guide us when we felt stuck or lost. Coming together as a team to work through difficult tasks.

What Could Be Improved

Focus testing was really helpful, we could have done more.
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