Project Date: Spring/Summer 2014
Idea Stage: Pre-market; Full baked idea
Brand Overview
Some of my favorite activities living in Austin during college included hiking the Greenbelt or camping in Hill Country, and nothing beat lying under the expansive Texas sky after a long day of hiking with a few drinks to toast with my dearest friends. Between the arduous weight of my backpack and the adherence of glass container laws, Coveside was created as a convenient and portable solution for carrying alcohol on any nature adventure. Coveside A-PAK's portable design was inspired by Gatorade's energy chews and Clif Shot Bloks, and the recipes included natural ingredients and delicious flavors. This product rebranded the concept of the "jello shot" and introduced it into the premium market.
Coveside addressed some of the most important trends in the alcohol industry in 2014, especially convenience and artisan craft. Identica, a design and brand strategy firm, highlighted some of the consumer trends in their 2014 Alcohol Trends Report:
About the a-pak pods
The A-PAKs had four components:
- Alcohol
- Mixer Base: Prickly Pear Cactus Water, Coconut Water, Juice, etc.
- Flavor Additives and Sweeteners: Herbs, Syrups, Infusions
- Agar Agar (a seaweed gelatin)
A Coveside unit came in a sleeve of six A-PAKS, equalling about a shot of alcohol, in order to deter excessive consumption. Flavors included: Mango+White Rum, Lemon+Rosemary+Tequila, and Maple+Amaretto+Cream.
what i learned
I can concede that I had absolutely no experience or resources to tackle a new alcohol start up in one of the most regulated markets in the US (quite frankly, I still don't). However, I ultimately wanted Coveside to seed an idea that alcohol can be redesigned responsibly to fit into any lifestyle.