Michelle Di Raimo

Collective Arts Limited Edition Series

My hypothetical series for Collective Arts takes into account engaging packaging techniques and forefronts edgy pop art inspired graphics. The target consumer are millennial’s who enjoy drinking or relish craft beer. I was able to analyze alcohol's role in social drinking and decided it would be a good opportunity to focus on introverts who have a hard time striking up a conversation. After reviewing studies that help explain why social drinking is rewarding, I decided to add a casual prompt for those who seek more interaction.This series focuses on thermochromic technology in order to reveal a question on the can. Each quirky illustration was created in order to complement the hidden question/conversation starter. By using this technology, the thought bubble graphic becomes highlighted in bright pink once the can is cooled. As the consumer drinks the product, the can gets warmer and the pink gradient reveals the question. Collective Arts is founded on involvement and putting forward different artists so a series promoting engagement would forefront the product and remind us that the sociability aspect of drinking is what it is all about.