Case StoryBeverage & CPGLos Angeles
Arthur had a vision for a juice-based cocktail and asked me to help build the brand from a blank page. Sundaze launched in 2021 and was in 300+ stores within 100 days.
The short version
A freelance project with founder Arthur Gallego: the brand identity, logo, packaging and graphics for a juice-based canned cocktail, built from a blank page. I was somewhere between co-creator and designer, because Arthur trusted me as a creative partner.
- From scratch
- A rare one for me: a brand with no history, just a vision and a lot of mood boards.
- Logo to can
- Identity, logo bug, packaging system and the graphics behind the launch.
- 300+ stores
- In the first 100 days after launch, at Ralphs, Total Wine and H-E-B, with Whole Foods soon after.
- Best of 2021
- BevNET named Sundaze one of its Best New Products of 2021.
01 · Los Angeles
A brand from scratch, with a friend
I find happiness in creatively building upon strong consumer brands. It had been a long time since I took on a project that started from scratch. But when Arthur explained his vision to me, I couldn't resist. I've known Arthur for years: he's a Vita Coco OG! He was there from the early days, rollerblading through Manhattan with the founders. When I met him, he was already a coconut legend. He became my mentor and dear friend, and we both ended up moving out to California around the same time.
Together, we've successfully tackled many food and beverage projects. The results combine our creative freedom with the guiding pillars of a clear aesthetic vision. I'm proud of the outcome of our collaboration.
The challenge: to create a new beverage brand that feels authentic and stands out from the competition.
“I have worked with Val for many years, and her passion and design savvy were critical in creating the Sundaze brand for its launch in 2021. We enjoy extraordinary personal and professional chemistry… I cannot recommend her enough. One of my fave people, and fave designers.”
02 · The O.J. Experience Reimagined
A mimosa, minus the sugar
So what was Sundaze? A line of delicious, juice-based, ready-to-drink cocktails made with an exclusive fermentation method. The result was a mimosa-like cocktail with all the juice flavor, much less sugar and light carbonation.
It launched in Southern California in 2021, and 100 days in it was already in more than 300 stores, from Ralphs and Total Wine to H-E-B in Texas. Whole Foods Markets across California followed, along with shops in Austin and Nashville.
Launch photography, 2021–22.
03 · Poolside Reflections
Mood boards full of pools
I mellowed by the pool in LA on a hot pandemic day, brainstorming ideas for a brand that would capture the delightful feeling of lazy summer days. We had many phone conversations and put together mood boards focused on pools, lots of them! Our main inspirations were Palm Springs, midcentury architecture and great drinks.
At first, the concept sketches were feverish and reminiscent of Reefer Madness, with pure stylistic heat. Some rare ones were dark blue, which didn't seem to fit the sunny vibe we were going for. After juggling too many ideas involving oranges, we developed a more relevant and vibrant execution.
From flat art to can
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These are iterations, not finals. Flavor names and details kept changing before launch.
04 · Color of Citrus
Bright, warm and a little gritty
We embraced graphic color blocking, incorporating palm trees and divers who took quick dunks into our plentiful pools. We mixed bright colors with textures and patterns, going bold by mixing odd pieces from the get-go. Our approach was bright, colorful and over-the-top, demanding attention.
We promoted feel-good shades ranging from light blue to orange on the color wheel, keeping the colors primarily warm and deep. For texture, we aimed for a gritty orange peel feeling, using basketball skins and liquid forms. At times, we incorporated hints of gold and sand, which contrasted extremely well with the vibrancy of the hues.
The palette
- Hot Sunburn#F73E12
- Tangerine Float#F67800
- P.S. Brass#EBB842
- Grapefruit Fever#FE438C
- Sunscreen Blush#EECBC7
- Late Swim Plum#73185D
- Deep End#017BF8
- Hockney Haze#6F9FCA
- Chlorine Party#05DDC8
- Midcentury Stucco#F3EDDF
05 · The Brand Explained
The placeholder that stayed
Did the logo always exist? Actually, it started as a quick placeholder during one of the initial sketches. We continued using it until we couldn't imagine the packaging without it. The packaging design evolved around the logo, which gave off positive vibes. We allowed the sun to move from the top to the center, giving it space to breathe.
There are two versions of the logo: the main lockup with the squiggled logotype, and the "bug" with a bit more personality, where the sun wraps nicely behind it. I'm particularly fond of the bug. The typography also developed organically throughout the creative process. Once we finalized the packaging, it felt like the brand had come into its own, and I passed the production files to Cesar Moreno, a designer and good friend who goes all the way back to my college days in Caracas.
06 · Street Style
Out in the world
Sundaze hit the ground running, quickly receiving press and industry accolades. It has been described as delicious, appetizing, inviting, flavorful and enticing. It seems that our mission was a success. My top three post-launch highlights: BevNET's Best New Products of 2021, Arthur in Voyage LA, and the Palm Springs Life article.
I enjoyed seeing the brand evolve through artist collaborations, like this awesome skateboard designed by Phoenix-based illustrator and designer Sage Aune (IG @sagepizza).
“The label screams summer.”
“The packaging was designed for a trippy, SoCal vibe, similar to artist David Hockney.”
Launch and press
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Next: Vita Coco
The coconut chapter: five years as Vita Coco's in-house art director, from Coco Notes to the big summer campaigns.
