Inspired by the classic cocktail, Dark & Stormy includes dark spiced rum and flavourful ginger beer with a hint of lime. Evoking the cosmic concept of the suns’ solar weather, the flavours are pushed and swirled around similar to the sun’s magnetic field. When these solar flares get catapulted toward Earth, our planet's magnetic field deflects these solar storms to the weakest points. The solar wind reflected from the magnetic field is visible; creating the luminous Northern Lights. The colour palette reflects these cascading and iconic lights, while the typography will be a sans-serif League Gothic to resemble the smoothness of the planets and flow of the Aurora Borealis. Our target demo-graphic will be 21-25 year old college students with an interest in outer space and energetic cocktails. This beverage will evoke feelings of magnetism, vibrancy, and energy.