April 3, 2023
Year
2024 - 2025
Client
Takeoff Brands
Category
360 CREATIVE DIRECTION
Product Duration
7 MONTHS
Cabin Crew's Enhancers are premium, concentrated additives crafted to amplify the flavor of beverages, desserts, and more! Made with all-natural flavors and real fruit extracts suspended in a natural alcohol base for optimal preservation each drop delivers a burst of authentic, perfectly balanced sweetness. Whether you're elevating mocktails, mixers, or desserts, these enhancers transform ordinary creations into vibrant, fruit-filled experiences. Convenient and innovative, Cabin Crew’s Enhancers are a must-have for flavor enthusiasts looking to take their drinks and treats to the next level
When I was handed this project, my team and I started with just a simple concept: a small bottle containing a mix of alcohol and fruit concentrate. We brainstormed a variety of names and ideas, but I proposed building the brand around the nostalgic aesthetic of 1970s airlines—a concept that brought a unique and playful twist to the product. One of my designers suggested the name "Cabin Crew," which perfectly captured the vibe we were aiming for. I led the market research and developed the brand’s creative direction, after which we moved into the design phase. Together, we established the visual identity, created detailed project guidelines, and built a cohesive, standout brand from the ground up.
JESTER ARCHETYPE : We want people to have fun and live their lives. We want to highlight the community that this type of mindset creates and cater to the free spirits of the world. We like to have fun, and experience the best life has to offer. Searching for the best ways to enjoy life. “If I’m drinking, I want it to be an enjoyable experience above all, great flavor, no aftertaste, great feeling, when and where I want.”
Cici is the charismatic Chief Flight Attendant and brand mascot for Cabin Crew. Originally inspired by vintage pin-up posters and the iconic Pan Am flight attendant uniforms of the 1970s, her first sketch featured a full-body pose leaning confidently against the logo. As the brand evolved, so did Cici adapting into multiple poses, including a hand-on-hip stance, to suit merchandise, packaging, and stand-alone illustrations.
Cici serves as a visual anchor across all marketing platforms, drawing attention and sparking curiosity. Her playful yet polished presence helps customers remember the brand through phrases like, “I forgot the name, but it’s the one with the girl on it,” or, “What’s this brand with the flight attendant about?” By inviting questions and recognition, Cici strengthens brand recall and drives customer engagement, making her an integral part of Cabin Crew’s identity.
