After 5
rum seltzer
After 5 is a speculative rum seltzer brand created for a younger, aesthetic-driven audience. The project centers on bold packaging, vibrant flavor cues, and a playful visual identity designed to stand out in the ready-to-drink beverage market. The concept was extended into social media campaign visuals to demonstrate how the brand could launch and engage with its audience online.
Inside the details
I developed After 5 as a concept rooted in the idea that everything shifts once the day ends. Inspired by “It’s 5 o’clock somewhere,” I wanted the name to tap into that feeling. After 5 is when people unwind, go out, and reach for a drink.
From there, I noticed a gap in the market. You rarely see rum seltzers or those positioned in a way that feels elevated or lifestyle-driven, especially for a younger audience. That led me to create After 5 as a rum-based seltzer brand that feels more intentional, fresh, and brand-forward.
I targeted a younger, trend-forward audience and focused on building something that lives beyond just the product. I wanted it to feel like a lifestyle brand, especially across social media and lifestyle photography. Something that’s visually fun and easy to recognize. This drove my choices in color, typography, and overall tone.
