Alli Berk delivers a jazzy identity for cocktail brand Citro that is sure to stand out on shelves
Within the thriving market of canned alcoholic beverages, Citro offers an enticing cocktail made for those looking for an alternative to hard-seltzers or beers and IPAs. Crafted with real spirits and natural fruit mixers, the cocktails are sophisticated and vibrant. This is exactly the essence California-based art director and designer Alli Berk wanted to communicate when she brought the identity and packaging to life. Bright and inviting, “the colour combinations were chosen not only to complement the flavours being used,” she explains, “but also to remind the buyer of the individual spirit comprised in each drink.”
In addition to the appealing colour combination, Berk has conveyed Citro’s character through its wordmark, made with Gor Jihanian’s flowing typeface Spindle v2.0. Explaining her decision, “it’s a bit more expressive,” Berk notes, “and I love how the typeface seems to have a quality of movement to it.” To balance the eye-catching forms of the Citro logo, the designer opted for Grilli Type’s GT Pressura as a calm counterpart. “GT Pressura was chosen as the supporting typeface partially because it is very legible for packaging, but also because of its quiet boldness when used in uppercase, due to its slightly rounded corners,” she concludes.