Screw It: Just Go - Bottle Design

Introduction

Screw It is a conceptual premixed screwdriver drink designed as a giftable beverage experience. The project explores how packaging, materiality, and brand language can communicate emotional intent, specifically encouragement, freedom, and momentum, without relying on explicit messaging.

We were randomly paired with a classmate and asked to design a custom bottle containing their favorite drink. Through conversations, I learned that my partner loved screwdrivers (vodka and orange juice), spent a lot of time outdoors, and was about to make a cross‑country move from Illinois to California after graduation. It was exciting for her, but also intimidating.

I wanted the bottle to do more than hold a drink. I wanted it to quietly encourage movement, curiosity, and momentum, something she could take with her and associate with the idea of going anyway.

That mindset became the foundation of the concept.

Concept

Screw It is a play on the name screwdriver, but more importantly, it reflects an attitude.

It’s about choosing action over hesitation. About deciding to go, even when you’re nervous. The name allowed the bottle to carry an emotional message without spelling it out.

From the beginning, I framed the bottle as a giftable keepsake rather than a novelty drink. That framing influenced every design decision that followed.

Design Goals

• Immediate clarity - At first glance, it should clearly read as a vodka‑based drink.

• Subtle storytelling - The design should suggest freedom and travel, two things my partner heavily emphasized.

• Physical presence - The bottle should feel intentional and tactile, like something wrapped and given, not mass‑produced.

Visual Direction

To ground the design in familiarity, I referenced established vodka brands. The label structure, cream tones, and bold outlined typography were intentional cues: when you look at the bottle, you should immediately understand what kind of drink it is.

I paired that structure with softer elements like cursive type, lighter illustration, and restrained color choices. This balance helped the bottle feel personal without drifting too far from category expectations.

Early explorations leaned heavily into symbolism. I experimented with a large bird as a central element to represent freedom, but it quickly became too dominant and read more literally than I wanted. It also competed with the name and disrupted the hierarchy of the label.

Instead of removing the idea entirely, I scaled the birds down and repeated them subtly. They became part of the background, suggesting motion and openness rather than demanding attention.

This shift helped the label feel more mature and intentional.

Material & Tactile Decisions

To push the bottle beyond a flat label, I wrapped real twine around the neck.

The twine served multiple purposes:

1. Added a tactile, handmade quality reinforcing the idea of a wrapped gift

2. It was one of my partner’s favorite materials to work with

3. Referenced the outdoors without additional illustration

Because the drink included orange juice, I added an orange seal at the top of the bottle. This mirrors how many alcohol brands mark their bottles and reinforces authenticity, while also calling out the flavor in a subtle way.

Back Label as Storytelling

Rather than treating the back label as filler, I used it as an extension of the concept. My classmate had a list of places she wanted to see on her cross‑country drive. I incorporated that idea into the back label to reinforce the idea of stopping, taking a sip, and enjoying the journey instead of rushing through it. It supported the product’s emotional intent without needing an explanation on the front.

Outcome

The final bottle balances brand familiarity with personal storytelling.

It reads clearly as a vodka‑based drink, functions as a portable keepsake, and communicates encouragement through restraint. The design avoids being overly sentimental while still feeling human and intentional.

Reflection

If I were to iterate on this further, I would:

• Source a true frosted glass bottle or higher‑quality frosting treatment to enhance the cold, crystalline feel

• Simplify the orange seal system by removing redundancy while maintaining brand clarity

This project reinforced the importance of editing, knowing when to pull back on symbolism and let hierarchy, material, and tone carry the message. It’s an approach I continue to apply in branding and product work where emotion needs to be present, but not overstated.