Ten Thirty – Rebranding the Singapore Sling

A Branding/ Packaging Project in creating a new brand for  a pre-mixed and ready-to-drink Singapore Sling. The new product will be sparkling, and less sickly sweet, than its Long Bar ancestor, targetting Singaporeans to pick up this alcoholic beverage as a new alternative.

TEN THIRTY is a hypoethical company that manufactures alcoholic fizzy cocktails. Its name derived from Singapore’s drinking law, having alcohol banned at public places from 10.30pm. However, our brand allows you to continue your party at home or at legalised places with our pre-mixed Slings. 10:30 is not your limit. The time is yours. Party on!

Concept & Inspiration
The Singapore Sling is a representation our country in a form of a beverage. I wanted to keep the essence of what is unique to Singapore in its brand. I was inspired by our local drinking culture of beach partying or clubbing. Of course, not forgetting the recent alcohol ban, restricting Singaporeans to drink in public from 10.30pm onwards till 7am. I found this rather ‘Singaporean’ as anyone who drinks in Singapore would have known about its strict law. Hence, I decide to name the brand  ‘TEN THIRTY’.

Further Development
Further development of the logo. Playing with fonts and icons to create the ideal logo that represent the brand best. Moving towards a more trendy, nightclub, youthful, modern direction instead of a too fruity, young outlook. More san serif fonts were experimented, as I realise cursive fonts just does not make the cut for ‘Ten Thirty’. I chose a more edgy font for the final logo as after all, it is an alcoholic brand. rounded friendly fonts did not quite work out for me.
As for the brandmark of the logo, I decide to go with the analog clock hands pointing 10.30, something simple and easy to remember and recognise for the brand.

The Packaging
The packaging of the drink was inspired by lightsticks. As alcohol is usually consumed at party events or at clubs at night, lightsticks are commonly seen as a party tool to hype up the atmosphere. They are often hang around the wraist or neck for convenience purpose. You would not want to be troubled with too many things to hold while you are partying would you? These features of the lightstick are being applied onto the bottle packaging.