In the world of alcoholic beverages, nutrition is not a huge priority. Main Squeeze begs to differ. Targeted toward young drinkers ages 21-30 who are health conscious, Main Squeeze strives to remember the good ol’ lemonade stand days. The design challenge for Main Squeeze was to be fun but also mature and sophisticated. “Natural” is a characteristic not only applied to the product but also to the design. 

The solution was a simple yet fun and fresh design overall. Black is the primary base color used in the designs, with the addition of bursts of bright colors that coincide with the flavor of the drink. The logo was designed to communicate the name of the company, Main Squeeze, with a squeezed effect and placed on top of a squeezed lemon with spurts of lemon juice coming out from the sides. The variety drink carrier is made out of wood and painted black to give it a sophisticated touch. The original hard lemonade paper package is to be made of recycled cardboard. All original photography was used for the packaging designs to add to the authenticity the company strives for. For each different flavor drink, the logo stays the same except for the color of the lemon, which changes to coincide with the flavor of the drink. Same goes for the awning-like neck labels. This keeps a consistent look among all drinks while differentiating each flavor drink from one another.