Itsy Bitsy Mocktails & Cocktails

Feel those bad feels leave

Brand Identity | Package Design

Create a brand identity for a cocktail/mocktail kit company.

Itsy Bitsy is an alcohol brand putting an adult twist on a classic children’s nursery rhyme. Instead of the itsy bitsy spider washing away from water, the itsy bitsy spider is a suffering alcoholic who can’t learn his lesson.

The concept for Itsy Bitsy came from the song “Itsy Bitsy” by Lyn Lapid. The pre-chorus and chorus of the song are as follows;

“One shot, two shot, three,

Feel those bad feels leave,

Four shots, nine shots, eleven,

Just can’t learn his lesson,

The itsy bitsy spider went up the waterspout,

downed all the beer to drown the voices out,

up came the sun and bring back all the pain,

so the itsy bitsy spider went out to drink again.”

The mocktail kit covers the pre-chorus as is an introduction to the narrative of the itsy bitsy spider. Since mocktails include all the fun with none of the pain, those who do drink can feel those bad feelings leave and focus on the interaction with friends together. The cocktail kit, however, covers the chorus with a darker turn. Cocktails may be sweet but can easily conceal the taste of liquor. It makes it easy to find yourself having more to feel that buzz to drown the voices out and escape reality for a short time. Waking up the next day, however, some can find themselves faced with a bad hangover, tempting them to go back to their vice and drinking again in a toxic coping cycle.