Red Haring | Silver Addy 2022

Branding Concept Design

A hard cider brand dedicated to the work and spirit of artist Keith Haring. Not an official Keith Haring product.

It comes at no surprise that drinking is a large component of college culture. While responsibility is strongly encouraged - and absolutely no one should feel forced to drink if they’re uncomfortable with it - many young adults face a question: when it’s time for their first drink, what should they have? Wary of hangovers with hard liquor and put off by cheap beer, there’s an opening to appeal to the target audience. Juggling school work, possible part-time work, a social life, and so much else, then the drink for them is one that promises a nice break. It’s not the taste of crazy nights you might regret, or the over-carbonated seltzer that’s just “not the worst thing in the world,” it’s Red Haring. It’s a nice distraction. It’s what they’re looking for.

Problem | College drinking culture consists of going wild with hard liquor and choking down cheap beer.

Insight | With all that they have to juggle, students want to be able to cut loose every once in a while, and sometimes that includes drinking. Red Haring uses the lively art of Keith Haring to demonstrate that this is the drink you want if you want to have a good time.

Take a break. Have a drink.