Brand Identity / Creative Direction 

MAMA

Do you actually know how drunk you are?
MAMA is a new liquor brand especially for youth that provides consumers a tasteful grape flavor of wine/beer/whisky and a fun opportunity to check yourself of how drunk you are!

Goal

To check how drunk one is.
Try reading the different levels of sentences!
Let’s see how drunk can you get

Meaning

MAMA is the first word that babies babble.
Just like how babies babble, heavy drunkers babble when they talk.
The levels of MAMA reflect Baby language development.

Persona

Wendy drinks wine with her friends: They often discuss who is the best drinker among them. But choosing the “Best” drinker is very difficult. 

Reading the quotes in the package, they find out the best drinker: Emily, who could read all of the quotes without a problem.

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