Retrograde Espresso Martinis
Branding | Logo Creation
The creation of an espresso martini brand, Retrograde, to elevate the espresso martini into an experience inspired by ritual. Retrograde targets people in their mid-20s to 30s who value aesthetic experiences. The brand needed to be accessible to a younger audience by being playful while also maintaining an intentional aesthetic. The project entailed creating a coffee liquor bottle, a can, a granish tin, and a four-pack box to hold canned espresso martinis.
The Process
Exploration
Initial exploration began rooted in illustration and an emphasis on the word “retrograde”. Though the concepts were interesting, they did not convey the playfulness and curation the brand needed, as animals and the queen seemed too removed from the concept to be effective. I began to move to the bow tie to represent how the brand leans into dark, formal nightlife aesthetics while introducing playful, simplified elements that appeal to a younger audience.
Drafts
The logo mark was created to appeal to a modern audience and to appear elevated as well as expandable. The sans-serif, Interstate, allows for flexibility and pairs well with the other type used, Fenwick. Both typefaces introduce a clean, contemporary voice that contrasts the brand’s formal visual cues. The typography keeps the system approachable and legible, preventing the brand from feeling overly traditional or exclusive. The color palette is intentional, with black, white, and gold references both the espresso martini itself and the visual language of luxury. High contrast and minimal color create a sense of atmosphere, allowing the product to feel elevated while remaining modern and graphic.
Finalization
The tuxedo and bow tie illustrations convey a sense of mystery and a playful yet structured take on the serious, classic aesthetics associated with espresso martinis. The patterns using the logo of the bow tie add a touch of refinement and cohesiveness that adds to the consumer’s feeling of purchasing a high-value and aesthetically driven product. The forms in the packaging design create alignment and visually relate the products to each other. This appeals to an audience seeking refined, thoughtful products.
I ensured consistency through a balance of typographic and illustrative focus and a strong use of color and type. I wanted the can to be illustrative and have those illustrative aspects appear in different degrees in the other packages. I also wanted type to play a large role in the aesthetics of the packaging and becoming a unfiying aspect of the brand identity. They are individual through their purpose and design, but also look very unified in their appearance together.
