Can't Decide?
Brand identity for a mystery flavored drink brand
- Category: Branding, Graphic
- Role: Visual Designer, Branding, Packaging, Advertising, Web Design
Can't Decide? sells mystery flavored seltzer, tea, and coffee in limited edition flavor drops. Nobody knows what they're getting — the flavor names are deliberately useless and nonsensical.
A pixelated question mark anchors the system, rendered in shifting holographic gradients. The advertising never promises a specific flavor. Instead, it dares you to take a chance, which is what makes the brand worth posting about.
Online, that curiosity breeds virality and is extended to the website brand touchpoint. A quiz of intentionally absurd questions picks a flavor on your behalf, and visitors can request any flavor idea and follow upcoming drops. The rewards system allows you to unlock a rare special flavor after ten purchases, thus rewarding the risk-taking the brand runs on.
Figures: Brand cover for Can't Decide? · Packaging across the three product lines: seltzer, tea, and coffee. · The campaign in place — three subway posters announcing flavor drops. · The homepage, leading with the next incoming flavor drop. · The Discover Your Flavor quiz — nonsense questions, decisive answers.