Here to bring a twist to the way you experience wine
The award-winning winery Mercer Estates took the leap into the hard seltzer category by introducing a wine-based hard seltzer. But wait… there’s more. Not only is the beverage ground breaking but the bottle design is as well with a custom aluminum twist top so your wine seltzer can be with you on the go.Honestly, it’s about time.
ICAN wines originally used circular rainbows and silhouetted scenes. To build on that, we used the color-blocked gradient for the new can design, keeping most of the can white like the wine version while making flavors easy to spot.The ICAN logo stayed, but we paired it with bold sans serif text to introduce the seltzer. We made sure “HARD SELTZER” stood out—bold, all-caps, black font—impossible to miss.
Basically if ICAN Wine and ICAN Hard Seltzer were on the store shelf together, I wanted them to look like cousins, not siblings.
With the core elements from ICAN wines in place, we had fun with the new seltzer packaging. Each flavor got custom fruit illustrations—starting with eight options—and transparent bubbles let the aluminum shine through, signaling it’s a seltzer.To stand out on the shelf, we went bold with playful carton designs. Each flavor and variety pack featured dynamic fruit and product photography, emphasizing that ICAN Hard Seltzer is made for life on the go. I mean, just look at the twist top.
