Muse
Muse
Year
2026
Category
Brand Identity • Packaging • Experiential Design
Branding &
Product design
About
About
This project is part of Build-It, a team-based agency within the American Advertising Federation at Illinois. Build-It gives members a full end-to-end branding experience, from concept to a fully realized pop-up shop by the end of the year. Creative members focus on packaging, logo design, and the overall visual identity, while strategists refine research, develop social media outreach, and shape the brand persona.
Our team's theme centered on applied art, inspiring us to explore ways to make the creative process more approachable and enjoyable. This led to the development of Muse, a non-alcoholic sparkling cocktail brand designed for paint-and-sip experiences. By combining art, social connection, and accessibility, Muse encourages people to slow down, experiment, and find inspiration through creativity.
This project is part of Build-It, a team-based agency within the American Advertising Federation at Illinois. Build-It gives members a full end-to-end branding experience, from concept to a fully realized pop-up shop by the end of the year. Creative members focus on packaging, logo design, and the overall visual identity, while strategists refine research, develop social media outreach, and shape the brand persona.
Our team's theme centered on applied art, inspiring us to explore ways to make the creative process more approachable and enjoyable. This led to the development of Muse, a non-alcoholic sparkling cocktail brand designed for paint-and-sip experiences. By combining art, social connection, and accessibility, Muse encourages people to slow down, experiment, and find inspiration through creativity.
About
This project is part of Build-It, a team-based agency within the American Advertising Federation at Illinois. Build-It gives members a full end-to-end branding experience, from concept to a fully realized pop-up shop by the end of the year. Creative members focus on packaging, logo design, and the overall visual identity, while strategists refine research, develop social media outreach, and shape the brand persona.
Our team's theme centered on applied art, inspiring us to explore ways to make the creative process more approachable and enjoyable. This led to the development of Muse, a non-alcoholic sparkling cocktail brand designed for paint-and-sip experiences. By combining art, social connection, and accessibility, Muse encourages people to slow down, experiment, and find inspiration through creativity.
The team
The team
The team
Logo design
Logo design
For Muse, we wanted a logo that immediately felt artistic, something with a hand-painted, slightly sketched quality that reflects the art of creating. The mark is designed to feel expressive and imperfect in the best way.
For Muse, we wanted a logo that immediately felt artistic, something with a hand-painted, slightly sketched quality that reflects the art of creating. The mark is designed to feel expressive and imperfect in the best way.
Logo design
For Muse, we wanted a logo that immediately felt artistic, something with a hand-painted, slightly sketched quality that reflects the art of creating. The mark is designed to feel expressive and imperfect in the best way.
illustrations
illustrations
The illustrations follow a playful, character-focused style, featuring animals practicing different applied arts. A squid as a sculptor represents the strawberry flavor, a panda as a painter brings the peach flavor to life, and a graffiti-making gorilla embodies the grape flavor. The connection between each animal and its art form was intentional, linking the first letter of the flavor, the creature, and the creative practice together.
The illustrations follow a playful, character-focused style, featuring animals practicing different applied arts. A squid as a sculptor represents the strawberry flavor, a panda as a painter brings the peach flavor to life, and a graffiti-making gorilla embodies the grape flavor. The connection between each animal and its art form was intentional, linking the first letter of the flavor, the creature, and the creative practice together.
illustrations
The illustrations follow a playful, character-focused style, featuring animals practicing different applied arts. A squid as a sculptor represents the strawberry flavor, a panda as a painter brings the peach flavor to life, and a graffiti-making gorilla embodies the grape flavor. The connection between each animal and its art form was intentional, linking the first letter of the flavor, the creature, and the creative practice together.
Packaging
Packaging
Packaging
POP-up
POP-up
POP-up
Award
Award
MUSE received the Creative Excellence Award at the American Advertising Federation (AAF) Student Showcase, recognizing the project's brand identity, packaging, and experiential design.
MUSE received the Creative Excellence Award at the American Advertising Federation (AAF) Student Showcase, recognizing the project's brand identity, packaging, and experiential design.
Award
MUSE received the Creative Excellence Award at the American Advertising Federation (AAF) Student Showcase, recognizing the project's brand identity, packaging, and experiential design.
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