Happy Dad - D.I.L.F. Season
Variety Pack Concept/Package Design/Merchandise Design
Variety Pack Concept/Package Design/Merchandise Design
***All visuals, concepts, and ideas were creative directed and/or executed by GARDNERstudio***
THE GOAL:
Happy Dad launched in the beginning of summer 2021 with an explosive release that shut down hundreds of blocks across the United States. With summer 2022, it was my assumption that we would see a new variety pack and four new flavors of Happy Dad. That decision would have produced a dramatic increase in profits.
Happy Dad launched in the beginning of summer 2021 with an explosive release that shut down hundreds of blocks across the United States. With summer 2022, it was my assumption that we would see a new variety pack and four new flavors of Happy Dad. That decision would have produced a dramatic increase in profits.
Since that seems like it won't be the case, I took it upon myself to visually bring something to fruition. A tropical variety pack with a selection of four new uncommon seltzer flavors for Happy Dad to execute. The project's name... would be D.I.L.F. Season.
AT THE START:
When I started on this project, I knew I needed to do some uncommon seltzer flavors because Happy Dad has been doing things different from the get-go. With D.I.L.F. Season being a tropical pack, I came up with the flavors: dragonfruit, coconut, kiwi and banana. I initially made the banana can look just like the other D.I.L.F. Season cans (as seen above).
When I started on this project, I knew I needed to do some uncommon seltzer flavors because Happy Dad has been doing things different from the get-go. With D.I.L.F. Season being a tropical pack, I came up with the flavors: dragonfruit, coconut, kiwi and banana. I initially made the banana can look just like the other D.I.L.F. Season cans (as seen above).
After watching the John Shahidi episode of the Money Buys Happiness podcast, I saw the banana flavor reveal and was initially devastated. However, I was able to pivot my mindset to a different perspective. This is just proof that myself and the Happy Dad team are on the same wavelength.
I was faced with two new objectives.
I was faced with two new objectives.
One, I realized that I didn't want to "re-invent the wheel," rather, add value to what Happy Dad has already done. That meant that I needed to scrap MY banana can design and duplicate the one that Happy Dad ALREADY made.
Two, I also realized that including a different can design for banana in a variety pack of common-themed flavors, wasn't a bad idea. I don't want to slow the production of the banana flavor with a change in can design, because the people deserve to taste it. So let's just put it in the pack as is.
Two, I also realized that including a different can design for banana in a variety pack of common-themed flavors, wasn't a bad idea. I don't want to slow the production of the banana flavor with a change in can design, because the people deserve to taste it. So let's just put it in the pack as is.
I paused the MBH Podcast on a frame where I could see both the can design and the banana 12-pack design. I recreated both, and added those designs into the advertisements I had already created (as seen below).
VARIETY AND INDIVIDUAL PACKS:
After hearing John Shahidi talk about shelf space, the idea came to me that it would be visually powerful to see the value D.I.L.F. Season could bring ALONGSIDE the original flavors in terms of shelf space. To accomplish that, it was essential to not only recreate the original variety pack and original individual flavor packs, but create packs for all the flavors of D.I.L.F. Season. That includes the banana pack from the MBH Podcast and the D.I.L.F. Season variety pack.
After hearing John Shahidi talk about shelf space, the idea came to me that it would be visually powerful to see the value D.I.L.F. Season could bring ALONGSIDE the original flavors in terms of shelf space. To accomplish that, it was essential to not only recreate the original variety pack and original individual flavor packs, but create packs for all the flavors of D.I.L.F. Season. That includes the banana pack from the MBH Podcast and the D.I.L.F. Season variety pack.
TALL BOYS:
In the same John Shahidi episode of the MBH Podcast, Shahidi mentioned his desire to tap in to shelf space at gas stations with tall boy cans of Happy Dad. After hearing that, I immediately went to the drawing board and created tall boy versions of the D.I.L.F. Season flavors. That lead to me creating tall boy versions of the original Happy Dad flavors, for an advertisement that would highlight the amount of shelf space Happy Dad would consume with tall boy cans of the original flavors AND D.I.L.F. Season flavors.
In the same John Shahidi episode of the MBH Podcast, Shahidi mentioned his desire to tap in to shelf space at gas stations with tall boy cans of Happy Dad. After hearing that, I immediately went to the drawing board and created tall boy versions of the D.I.L.F. Season flavors. That lead to me creating tall boy versions of the original Happy Dad flavors, for an advertisement that would highlight the amount of shelf space Happy Dad would consume with tall boy cans of the original flavors AND D.I.L.F. Season flavors.
D.I.L.F. SEASON BILLBOARD:
The finale episode of my D.I.L.F. Season trilogy on TikTok would be concluded with a billboard for the concept. This was an attempt to show my seriousness and belief in the idea. I received so much love, support, and people BEGGING for the Happy Dad team/Nelk Boys to hopefully see this and make it a reality.
The finale episode of my D.I.L.F. Season trilogy on TikTok would be concluded with a billboard for the concept. This was an attempt to show my seriousness and belief in the idea. I received so much love, support, and people BEGGING for the Happy Dad team/Nelk Boys to hopefully see this and make it a reality.
APPAREL:
Clothing designs that would be released alongside the D.I.L.F. Season variety pack. These would add a significant amount of revenue to the drop, and would promote a sense of community amongst Happy Dad supporters. Also, this merchandise would essentially turn those who wear it into smaller, portable billboards. Keeping Happy Dad in the mind of those around them.
Clothing designs that would be released alongside the D.I.L.F. Season variety pack. These would add a significant amount of revenue to the drop, and would promote a sense of community amongst Happy Dad supporters. Also, this merchandise would essentially turn those who wear it into smaller, portable billboards. Keeping Happy Dad in the mind of those around them.
"CLOSED MOUTHS DON'T GET FED."
-Anthony Sorella (Money Buys Happiness Podcast)
-Anthony Sorella (Money Buys Happiness Podcast)
