Totem Sourz is a new sub-brand for Sourz, created from the initial Sourz Obscure brief. Totem Poles were originally carved by the indigenous people from the Northwest Pacific Coast of America and were created to represent unity, community and clan as well as to commemorate special events or important people.
I wanted to create a range of drinks that reflected this idea, making it relevant again to modern living.
The bottles I designed can be stacked in any order, and in any quantity, meaning people can create drinks and Totem Poles as unique as their event – representing that specific group or occasion. This creates an impactful centrepiece that draws people together, bringing Totem Sourz right to the heart of every party.
Each carving on a totem pole has a unique symbolism and meaning, for example a Raven was known as ‘The Trickster.’ These were quite personified characteristics and I decided to use this symbolism to create engaging copy for the back of pack. The narratives could be used to describe different friends within a group, each bringing something different to the party, with every description also connecting to the flavours of that particular Totem.
As the Totems are stacked the liquid inside is mixed – meaning the more people that come to the party, and bring a Totem, the more exciting and unique the drink. The flavours have been created specifically to complement each other, meaning that any combination of Totems will taste delicious. Each flavour is also based on fruits that are grown along the Northwest Pacific Coast, keeping true to the original inspiration.
Totems could also be sold in multi-packs, which would be pre-made cocktails of flavour combinations that are particularly popular.
The labels would be shrink-wrapped onto the bottles with transparent sections to allow the liquid to shine through. Embossing could be used on the shrink-wrap to give the added impression of carvings.
To keep the sub-brand relevant and linked to the Sourz, the unique Sourz ‘O’ is used within the word Totem and as an additional, subtle detail throughout the packaging.
A poster with the descriptions could be put in University halls and give students the option to match themselves up with a Totem
To create a buzz around Totem Sourz I have explored the idea of creating an interactive website or app which allows consumers to mix Totems and create unique cocktails from the flavours. These could then be bought via an online supermarket or shared on social media sites. If the latter option is selected the user has the chance to ‘tag’ their friends alongside each layer of the cocktail, advising them which Totem to bring to the party. This could lead to branded ‘Totem Parties’ whereby the only drinks brought to an event are Totem Sourz, which are then mixed in different ways to create a variety of drinks.
Unique P.O.S stands would bring the brand to life within a supermarket experience:
And the rich heritage and visual language associated with Totem Poles and Native America could produce an exciting, unique bar or retail experience:
An ambient campaign transforms objects in the environment into Totem Poles. I think this would be particularly effective on the bollards outside supermarket stores or at venues that would serve Totem Sourz. These would guide consumers directly to the product and serve as a reminder throughout their day.
