Willyum's
Margarita
Brand identity design
Willyum’s is a new brand specialising in all-natural canned cocktails, with an initial focus on offering a range of Margarita flavours. Based in Colorado, USA, they are entering the rapidly expanding market of canned cocktails and aim to make a bold statement on supermarket shelves. As a fresh contender in the space, Willyum recognised the importance of a strong, well-crafted visual identity to build credibility, establish personality, and stand out in a competitive market.
Creative Decision Making
Design Vision
Margaritas are vibrant, spirited cocktails with deep Mexican roots, and the challenge here was to blend this lively, bold energy with a distinctly modern, American vibe. While the client wanted the brand to embody a contemporary, American persona, it was important to stay connected to the cocktail’s original character. The goal was to create an identity that captured the fun, zest, and flair of a Margarita, while incorporating clean, modern elements that gave the brand a fresh, American touch.
Icon Design
The lime immediately stood out as an obvious starting point for the logo, but we decided to approach it with a minimalist twist to create something both iconic and versatile. The simple, geometric lime icon evokes retro American branding, giving the logo a nostalgic yet timeless feel. This minimalist design also allowed the lime to represent any citrus fruit, offering flexibility as the brand expands into different flavours. Paired with a sun motif inspired by bohemian aesthetics, we introduced a touch of Mexican culture and warmth, while symbolising the fusion of ingredients in a Margarita.
Typography
The client expressed a desire to reflect retro and bohemian influences in their typography, so we chose a typeface that combined these elements with a Western flair. This font captures a sense of nostalgia while hinting at Mexican culture, perfectly complementing the brand’s personality. The all-caps format added boldness and balance to the logo’s circular shape. To add contrast and flexibility, we paired this main typeface with a script font in the same retro, Western style, which could be used for secondary text or copy.
Colour Palette Art Style
One key colour was non-negotiable—agave green. This deep, earthy shade represents the plant from which tequila is made and anchors the brand’s identity. To complement it, I selected a lighter green tone, reminiscent of the refreshing colours of mojitos and margaritas, adding a playful, unique twist to the overall palette. This off-white green serves as an alternative to traditional white, bringing character and vibrancy to the brand’s visual language.
Art Style
The bohemian sun and citrus motifs formed the foundation for the brand’s art style, providing a versatile base for patterns and imagery. The sun can be used to frame text or graphics, adding dynamic contrast and a sense of energy to the design. Additionally, a retro typographic stamp was created to evoke the luxury and craftsmanship associated with tequila, reinforcing the premium quality of Willyum’s cocktails.
Margaritas are vibrant, spirited cocktails with deep Mexican roots, and the challenge here was to blend this lively, bold energy with a distinctly modern, American vibe. While the client wanted the brand to embody a contemporary, American persona, it was important to stay connected to the cocktail’s original character. The goal was to create an identity that captured the fun, zest, and flair of a Margarita, while incorporating clean, modern elements that gave the brand a fresh, American touch.
The lime immediately stood out as an obvious starting point for the logo, but we decided to approach it with a minimalist twist to create something both iconic and versatile. The simple, geometric lime icon evokes retro American branding, giving the logo a nostalgic yet timeless feel. This minimalist design also allowed the lime to represent any citrus fruit, offering flexibility as the brand expands into different flavours. Paired with a sun motif inspired by bohemian aesthetics, we introduced a touch of Mexican culture and warmth, while symbolising the fusion of ingredients in a Margarita.
The client expressed a desire to reflect retro and bohemian influences in their typography, so we chose a typeface that combined these elements with a Western flair. This font captures a sense of nostalgia while hinting at Mexican culture, perfectly complementing the brand’s personality. The all-caps format added boldness and balance to the logo’s circular shape. To add contrast and flexibility, we paired this main typeface with a script font in the same retro, Western style, which could be used for secondary text or copy.
One key colour was non-negotiable—agave green. This deep, earthy shade represents the plant from which tequila is made and anchors the brand’s identity. To complement it, I selected a lighter green tone, reminiscent of the refreshing colours of mojitos and margaritas, adding a playful, unique twist to the overall palette. This off-white green serves as an alternative to traditional white, bringing character and vibrancy to the brand’s visual language.
The bohemian sun and citrus motifs formed the foundation for the brand’s art style, providing a versatile base for patterns and imagery. The sun can be used to frame text or graphics, adding dynamic contrast and a sense of energy to the design. Additionally, a retro typographic stamp was created to evoke the luxury and craftsmanship associated with tequila, reinforcing the premium quality of Willyum’s cocktails.
Implementation
The simplicity and versatility of the brand’s visual elements made it easy for the client to apply the identity across a range of assets, from packaging to promotional materials. The central alignment of the logo and typography, paired with the sun and lime icons, works seamlessly in even the simplest layouts. The design is bold and eye-catching, ensuring that Willyum’s will stand out on supermarket shelves. While the actual can designs are still in development, the initial mockups showcase the powerful, vibrant look we aimed to achieve.
The simplicity and versatility of the brand’s visual elements made it easy for the client to apply the identity across a range of assets, from packaging to promotional materials. The central alignment of the logo and typography, paired with the sun and lime icons, works seamlessly in even the simplest layouts. The design is bold and eye-catching, ensuring that Willyum’s will stand out on supermarket shelves. While the actual can designs are still in development, the initial mockups showcase the powerful, vibrant look we aimed to achieve.
Results
The clients were thrilled with the new identity, feeling confident that it would set their brand apart in the marketplace. The identity delivers immediate impact, injecting personality and energy into every touchpoint, from packaging to digital assets. The sophisticated yet lively design strikes a perfect balance between credibility and excitement—something that can be difficult to achieve. Willyum’s now has the visual foundation to grow and build a recognisable brand presence.
Conclusion
Launching a new business in today’s competitive market can be overwhelming and costly, often leading to missteps or corners being cut. Willyum’s understood the value of investing in a strong visual identity from the start, recognizing that a polished brand would accelerate their path to consumer trust and recognition. With a strategic and carefully crafted brand identity in place, Willyum’s can confidently move forward, creating stylish and effective marketing materials that resonate with their audience. We look forward to seeing their product on shelves and watching their brand continue to grow.
The clients were thrilled with the new identity, feeling confident that it would set their brand apart in the marketplace. The identity delivers immediate impact, injecting personality and energy into every touchpoint, from packaging to digital assets. The sophisticated yet lively design strikes a perfect balance between credibility and excitement—something that can be difficult to achieve. Willyum’s now has the visual foundation to grow and build a recognisable brand presence.
Launching a new business in today’s competitive market can be overwhelming and costly, often leading to missteps or corners being cut. Willyum’s understood the value of investing in a strong visual identity from the start, recognizing that a polished brand would accelerate their path to consumer trust and recognition. With a strategic and carefully crafted brand identity in place, Willyum’s can confidently move forward, creating stylish and effective marketing materials that resonate with their audience. We look forward to seeing their product on shelves and watching their brand continue to grow.
