Collins Brothers Cocktail Mixers
Packaging | Photo Direction | Layout
Collins was acquired and redesigned by True Brands in 2015. When I came along they were dreaming of landing a Walmart RFP. To do so we would need to tighten up the over all design and presentation, bring the labels up to 2019 FDA regulations and quickly respond to requests from Walmart. I was the sole designer on this project, working with a brand manager and sales we won the RFP, including top marks for design.
The first RFP hurdle was creating a series of new flavors for our initial pitch. This would include both sending bottles (all mocked up and filled in house) and creating photography. After creating the new labels, I worked with a local bartender and our in house photo team to create photographs for the presentation.
After an exciting advancement in the bid, it was time to update the labels. As none were FDA compliant, the entire label needed to be overhauled. Feedback from Walmart included bringing the origin story and the new cleaner ingredients to the front. I convinced the team to update the logo to include Chicago, and switched out the tagline on the front for an ingredients statement. I also created more primary display space by condensing both side panels, and created a new set of scalable drink icons to pair with the recipes.
We made it on the shelf! Ranking us highest in design and flavor out of those up for the bid, Walmart was willing to take a risk on an unknown brand. You can now find Collin’s classic black and white branding popping off shelves across the country.