Graduates
Back to Projects

Chloe Castelli

MFA in Graphic Design - 2 Yr Path — Graduate Graphic Design
Course:
Graduate Studio 4
Faculty:
Gerardo Herrera
Term:
2025 Spring
Collaborators:
Shirley Piotrowski - Trade booth renderings

BENÉ

Bené is a low-alcohol cocktail inspired by the coast and lively culture of Italy.

Process:

The Problem: High-alcohol drinks negatively impact health, outdated drinking culture leaves young adults feeling sluggish and disconnected, and low-alcohol options on the market lack high quality flavor. In summary, consumers are increasingly health-conscious, but the beverage market hasn’t caught up.

Learning Outcomes:

The Opportunity: Bené is redefining drinking culture through a low-alcohol product designed for today’s health-conscious, experience-driven consumer. Our drink hydrates, preserves health, saves time by waking up refreshed, and enhances both celebratory and everyday moments with a sophisticated, and enjoyable drink.

Project Website:
https://chloecastelli.design/workbene/
Tags:
Branding,
Identity Design,
Illustration,
Packaging,
Spatial Design
The logo draws inspiration from the bold, confident energy of Italian culture; hand-drawn, playful, and full of personality. I chose red as the anchor of the color palette to reflect the brand's passionate and youthful spirit. Custom letterforms, including a filled-in "e," symbolize a life fully lived and enjoyed.
The signature red top unifies the products, evoking the passion of Italian culture while ensuring strong visual recognition at point of sale. The aluminum can was a deliberate choice, designed for convenience and the on-the-go, community-minded consumer.
Bené delivers packaging that communicates more than a product; it conveys a lifestyle. Each social media post and can is designed to celebrate life's big and small moments, appealing to a health-conscious consumer who refuses to compromise on experience.
The packaging system features custom hand-drawn illustrations and bold typography, giving every flavor its own distinct personality while maintaining cohesion across the product line.
Mentally and emotionally, Bené is here.
Rooted in the Italian meaning of bené, meaning "good" or "well", the brand transcends the beverage category, positioning itself as a symbol of living well, without the hangover.