The team from Collingwood’s Gum Bar approached Lousy! to create the brand identity and packaging design for their new “fresh cocktails on-the-go” business, Traveller, which would be served at festivals, parties, and weddings.

To match Gum’s retro feel, we designed the main logo with a retro script typeface and illustrated cartoon-like cocktails walking their dog, to demonstrate the takeaway nature of the drinks.

The four cocktail varieties were named and branded in a way that showcased their contents and spoke to their target audience.

For example, the “Staycation” was branded in the Australian yellow and green colours; the green and clean “Go-Getter” was given a logo with speed lines; and the “Kick Starter” was branded with an angular font, while the “Reviver” - Traveller’s coffee-based cocktail - was created with a video game, glitchy font.