Half Past Branding Identity

Half Past Brand Identity

A hard seltzer with a soft, distinctive look—the refreshing and charming companion for any occasion.

Chicago-based Half Past is a hard seltzer brand built around hybrid recipes, a quadrant of flavors designed to fit any moment. The brand needed a visual identity that felt vibrant while standing apart from the increasingly crowded hard seltzer category.

I approached Half Past as a world to be built, developing assets as extensions of the core brand system, creating a visual language and environment that could evolve across packaging, digital, and into the environment we live in. Color treatment across the system and a vertically-oriented logo initially identified the brand’s core elements.

With significant involvement in the initial concept phase, I refined and developed Half Past’s identity, building a cohesive visual system across packaging and brand touchpoints. I also developed the brand’s illustrated world as a playful extension of the identity, while overseeing product production and supporting its launch. The resulting system gave the four recipes their own identities while maintaining a strong, recognizable connection to the overall brand.