Reign Drink Lab: Cold Brew Label by Matt Lu
I was approached by Reign Drink Lab out of Boston, MA, to design a label for their limited edition cold brew. They wanted to launch this product with a super short turnaround as their goal was to use the sales to raise funds for Boston area healthcare workers who were/are serving on the frontline of the pandemic, which had just hit the area very hard (the wife of the CEO is a nurse in the Boston area).
Their original idea was for an anime/cartoon set of nurses and doctors as superheroes, but after going through their brand, mission, and vision, I proposed a more refined approach. The concept I developed combines classic health and care deities from Western and Vietnamese mythology (Reign is a Vietnamese-owned company), along with several symbols and elements traditionally tied to each.
The time from initial discussions to print and packaging was less than two weeks, but it became hugely successful for their brand and gave them the opportunity to give back to their community nearly instantly.