The Challenge: To collaborate in creating a new beverage brand that feels authentic and stands out from the competition.
Los Angeles
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.
"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 and that has benefitted a lot of our mutual work across beverage brands (...). I cannot recommend her enough, and it's a reminder of the power of human connection in the workplace, or related to work in a creative context. That is a major reason my work with Val has been so successful and prominent. One of my fave people, and fave designers."
- Arthur Gallego, Co-founder at Sundaze
The O.J. Experience Reimagined
But what is Sundaze? It's a line of delicious, juice-based, ready-to-drink cocktails made using an exclusive fermentation method. The result is a mimosa-like cocktail with all the juice flavor, but with much less sugar and light carbonation. You can find Sundaze at Whole Foods Markets across California, as well as at other bodegas and shops in Austin, Texas, and Nashville, Tennessee.
Poolside Reflections
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.
Color of Citrus
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 packaging was designed for a trippy, SoCal vibe, similar to artist David Hockney, Gallego said.
He worked with Valentina Vicent on the design aesthetic, which he described as “an expression of my personal style, taste, and interest in art and streetwear.”
- Brewbound
The Brand Explained
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.
Street Style
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. Here are my top 3 post-launch highlights: BEVNET 2021 Best New Spirits Products Award, Arthur on Vogue LA, and Palm Springs Magazine 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).
