Mikes Hard Lemonade

May 5

Playful Product Photography for Global Beverage Brand

Brand Overview

Mike's Hard Lemonade is a playful and light-hearted alcoholic beverage brand targeting a demographic of 25-35 year olds. Known for its candid and casual vibe, Mike's Hard Lemonade aims to create a fun and approachable drinking experience.

Project Objective

This project included two concepts, creatively styled product shots that emphasized the fun brand vibes and focused on the product cans, and lifestyle imagery of friends enjoying the beverage in casual, fun settings like a barbecue with lots of natural light.

Production Challenges

While the overall concept of the shoot was pretty simple, three challenges arose. As with most cold beverage photography, maintaining the appearance of chilled cans throughout the shoot required extra awareness. Additionally, creating a diverse range of visually distinct scenes within a single location posed a challenge to avoid repetitive imagery. Lastly, creating imagery with lots of natural light in the middle of winter requires creative thinking and careful planning.

Creative Process

To address the challenge of keeping the cans looking cold, I employed a technique of frequently spritzing them with water, creating a fresh, condensation-like effect. For location variety, I utilized a studio space connected to a coworking area. This provided access to common hangout spaces, offering diverse backdrops to achieve the desired laid-back vibe. As the shoot occurred during winter, and outdoor patios were unavailable, we focused on creating a bright and airy indoor setting. Utilizing games, snacks, and models, we simulated a casual hangout among friends, capturing the intended lighthearted atmosphere.