By Kristen Wisneski

1. HK Seltzers
Kristen Wisneski

2. Design Problem
● Hard seltzer sales represent a 2.8% share of the total market
for beers, alcoholic ciders and flavored malt beverages
● Hard seltzer target audience: 25-34 year olds and wealthier
Consumers earning more than $150,000 a year
● Future Viability: Predicted market value of $2.5 billion by 2021
● User Wants/Needs: Convenient, Low Alcohol content
● Competitors for Hard Seltzer: La Croix, White Claw,
Truly, Bon & Viv, Mike’s Hard
● Market Growth: Increased by 130% in 2018

3. User
● Portland market they want to target: Oregonian health conscious millennials looking for an alternative to light beer
to accommodate their active lifestyle
● Current craft beer market: older, white male
● Demand for lower alcohol content in drinks
● “Ready to Drink” Idea
● Convenience of a can

4. WHITECLAW
-The offering isn’t
gendered as much
as other brands.
The primary target
audience is females
ages 25-34.
- Soft, clean,
colorful shapes
-Symbolism/non
verbal
communication
Tall, Thin, Silver,
Pop of Color
varying on what
fruit flavor it is
Smirnoff
-Gendered toward female
millennials. This is a bad
thing for Smirnoff as they
were trying to tap into an
older market/audience.
Their pricing was higher
than most products,
putting them at a
disadvantage because
other female gendered
brands are cheaper.
Tall, Thin, Colorful
Logo, silver can
TRULY
- Gender: Primary
female
-This is an example of
how being gendered
isn’t good due to the
market share
competition with
WhiteClaw, who has the
majority of the market.
-Curved colorful shapes
Tall, White/Silver,
Thin, Large Logo
black, fruit images
BUDLIGHT
-Offering is genedered
toward women
because this product
offering is meant to
bring the female
market to the brand.
- “Ready to Drink”
value must have
-Colorful round
shapes for design
Tall, white can,
color of fruit, black
logo
BON & VIV
-Must have value
“Ready to Drink”
-Gendered toward
millennial women
which is a positive
aspect because of how
Bon & Viv positions
their product more
toward wine and spritz
offerings.
Tall, Thin, White
can, ocean colors
(gold, blue, green),
blue logo

5. HK Seltzers-Mood Board

6. Step 3: Words, Phrases, Concepts, Font, Colors
Words/Phrases
1. Refreshing Taste
2. Cool Summer
3. Bubbly Drinks
4. Fun fresh
5. Summer Vibes
6. Summer Party
7. Flavors of summer
8. Fruity variety
9. Refreshing carbonated drinks
10. College drinks
11. Lemon flavor
12. Bubbly drinks with fruity flavors
Texture: Smooth
Shape: Curved edges, Tall, Thin
Pantone Color:
Font:

7. Perception Map
● WhiteClaw: 12 flavors and 5%ABV
● TRULY: 5% and 8 flavors
● SMIRNOFF: 4.5% and 6 flavors
● BUDLIGHT: 5% and 4 flavors
● BON & VIV: 4.5% ABV and 5 flavors
● Crowded Space at the 5% ABV and 5 flavors
● Average flavor variety among all five brands was 7 flavors
● Open Space: Low ABV and high flavor variety are open space because many consumers want a higher
alcohol content drink with low calories, and little sugar. However, we came to the conclusion through
our research that a high flavor variety has empty space due to WhiteClaw having such a large market
share (competition).
● Meaning:
○ Colors: All 5 brand’s cans are white/silver. Symbolizes being simple and pure.
○ Materials: All 5 brands are aluminum cans. Being recyclable is important to consumers and for
their brand image
○ Functional: Cans are “Ready and Go” lifestyle as they can be quickly thrown away
○ Styling: Smooth, modern aesthetic. This is because the brand wants customers to think of
something modern and simple when they think of their name

8. HIGH
ABV(>=.05)
LOW
ABV(<=.04)
LESS FLAVOR VARIETIES MORE FLAVOR VARIETIES
(ABV=.045)

9. Alex
“I want something cheap”
“I want something I can share
easily with my friends”
“I want something that’ll make
me drunk”
Extreme User: 21 year old
college student Alex
-Will go to the nearest
convenience store
-Will drink more than one of
these
-Behavior Pattern: Drinks these
when they want to party with
friends
-Will drink beer and hard liquor
as well
-Excited
-Interested in what they can mix with it
-Looking forward to sharing with
friends of all genders
-Eager to drink something that doesn’t
taste like alcohol
-Something cheap that they can
easily bring with them to parties
-Excited to drink something that
can be mixed with other drinks
-Affordable
-Wants to bring something that
everyone is going to want to drink

10. Jesse
Typical User: Jesse, 30 year old
Portland based designer who cares
about his health
“I don’t want something with such
a high alcohol content”
“ I want to just come home and get
a drink that isn’t high in sugar.”
- Will go to Fred Meyer and buy one with
zero calories and zero added sugar
- Will drink a seltzer before going out
with friends on the weekends
- Pattern of behavior: Will drink seltzer
or another substitute in the evenings
after work
- Would have to drink beer instead if the
hard seltzer is sold out
- Excited to try another hard seltzer
brand that caters toward his more
health conscious lifestyle
- Excited to try a drink that isn’t
catered toward a specific gender
- Excited
- Nervous
- Anticipation
- Wants to have a new favorite drink
- Wants to be able to drink a hard
seltzer without being asked if he
rather have a beer
- Excited to try a flavored bubbly
water without the added sugars
- Cheaper option than beer

11. “Sam”
Non-User: 80 year old Sam who lives
in a nursing home
“ I don’t really need a drink with
alcohol in it”
“The fizziness hurts my stomach”
“ Too fruity”
“ Can’t have alcohol with all the
meds I’m taking
- They won’t buy the product
- Avoids the alcohol isle at
stores and will pass right by
the product without looking
- Will go shopping for
groceries on weekends
- Feels unaware of the trendy drinks
- Irritated
- Annoyed
- Concerned for millennials
- Concerned for her own health
- Uncertainty
- She wants to avoid these drinks
altogether as they are bad for her
- Her goal is to understand why her
grandchildren like these drinks
- Doesn’t get why people buy this stuff

12. Four Orders of Design - Graphic + Systems Design
Graphic:
-We’ve provided three graphic design mock ups of the can/bottle. A standard soda/beer can, a taller
narrower can, and a bottle. Our goal with the design is to communicate to the consumer that our seltzer
is a seltzer for everyone. It’s casual, it’s easily transportable and shareable among friends. It’s a drink
that you can have for several occasions.
Systems:
-Our research shows that the hard seltzer market is growing rapidly. We want our hard seltzer to be as
common a drink as beers or cocktails and one that is accessible to everyone in multiple settings. With
our brand we aim to smash gendered stereotypes and create a drink without a stigma that anybody can
enjoy.

13. DESIGNS