YUZU HIGHBALL
Package for RTD Yuzu Highball
Design a premium packaging concept for a ready-to-drink Asian-inspired cocktail collection that seamlessly blends heritage with modern mixology, creating a truly immersive experience.
Package
Duration
14 weeks
Adobe Illustrator, Research, Photoshop, Keyshot, Gemini, Model Making
Skills
Research
Urban Millennials & Gen Z: Looking for convenience, authenticity, and premium drinking experiences at home.
Consumers are shifting toward premium, craft, and culturally unique flavors, making Asian-inspired cocktails a growing niche.
Health-Conscious Drinking: Consumers favor lower ABV options with natural, botanical ingredients over traditional hard liquors.
Retail Research
Global RTD Cocktail Market Overview
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The RTD cocktail market is expected to reach $50+ billion by 2030, with a CAGR of ~12-15%.
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Premiumization and cultural exploration are driving demand for high-quality, craft-inspired RTD cocktails.
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The Asia-Pacific region is a rising market for RTD alcoholic beverages, with Japan, China, and South Korea leading innovation.
Retail Market
Supermarkets & Hypermarkets
Whole Foods, Trader Joe's, and Carrefour are expanding their premium RTD selections.
Specialty Liquor Stores
BevMo, Total Wine, 7-Eleven (Asia’s premium selections)
E-Commerce
Amazon, Drizly, Tmall, and JD.com are booming, with premium benefits from direct-to-consumer (DTC) strategies.
On-Premise & Hotel Bars
High-end hotels, lounges, and Asian fusion restaurants
Target Users
Persona Pain Point
Goals:
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Offering a Unique Drinking Experience
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Convenience
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Appealing to Trendy and Health-Conscious Consumers
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Building a Niche Market
Needs:
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Beautiful packaging that aligns with taste for design
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She gets a high-end cocktail experience without having to bartend.
Shopping Preferences:
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Health-Conscious Choices
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Convenience and Portability
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Flavor Exploration
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Eco-consciousness: Premium or Affordable Options
Millennial and Gen Z Drinkers (Ages 21-35):
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Demographics: These age groups are highly adventurous when it comes to food and drink, often seeking new and exotic flavors.
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Shopping Behavior: They tend to prioritize sustainability, ethical sourcing, and unique packaging. Convenience is key for this group, especially with the rise of online shopping and delivery services.
Cocktail Enthusiasts and Trend Seekers:
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Demographics: This group includes both men and women who are already familiar with cocktails and are looking to try new, creative variations. They may range in age but tend to be higher-income earners.
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Shopping Behavior: Likely to shop at premium retailers, enjoy discovering niche or artisanal products, and are willing to spend more for high-quality, innovative cocktails.
Inspiration
Package Layout
Package Design
Package Design Improvement
PDP Information Research
PDP Information Writing
Yuzu Highball—Refreshing Citrus Whisky Cocktail Bright Yuzu | Smooth Whisky | Effervescent
Finish 375 ml
Experience the perfect balance of Japanese elegance and modern mixology with our Yuzu Highball. This refreshing cocktail brings together the citrusy brightness of real yuzu juice, the smooth depth of premium whisky, and the crisp finish of sparkling soda. Inspired by Japan’s highball culture, this drink is light, aromatic, and effortlessly enjoyable—whether you're unwinding at home or celebrating with friends.
Why You’ll Love It:
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Bursting with natural yuzu citrus flavor
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Smooth, well-balanced whisky base
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Light, bubbly, and refreshing
Best Served: Ice-cold, straight from the can or poured over ice.
Age Restriction: Must be 21+ to purchase.
Produced in Japan and imported in California, USA
Japanese Drink Package Research
In Japan, the use of fruit graphics on juice drink packaging is subject to strict regulations, primarily under the Fair Competition Statute Relating to the Representation of Fruit Drinks and Other Beverages. The statute aims to prevent misleading consumers and ensure that package images accurately reflect the actual fruit juice content.
The following are specific rules for the use of package graphics based on juice content: Juice Content 100% (Pure Juice): Photographs of real fruit. Juice content between 10% and 99%: real photos of whole fruits or high-quality illustrations. Juice content less than 10%: illustrations or schematics.
However, this does not apply to beverages such as alcohol, tea, or fruit-flavored dairy products, as their nature is clearly indicated as beverages rather than fruit juice. This means that even if the juice content is low, images of cut fruit may still be used on the packaging of these products.
PDP Re-Design with Japanese Culture
Japanese version pdp
In Japan, only beverages with high fruit content are permitted to feature fruit images on their packaging, signifying that such drinks are considered premium.
How to make a package like a GAME?
Game Idea
My design concept incorporates the classic Minesweeper game into my packaging. Just like in Minesweeper, you can tear off each grid to find the hidden grapefruit icon behind it. This way, people can tear the packaging in many different ways according to their own ideas, adding much fun and producing packages that can be torn into various shapes.
Final Shot
Thank You
"Images on this page are for demonstration purposes only in a non-profit educational context. They do not represent or endorse actual products or services of [JA!]." (Important Disclaimer)