Bulwark (n): Barrier, support, defensive wall Any protection against external danger, injury, or annoyance. Any person or thing giving strong support or encouragement in time of need, danger, or doubt.
IT WENT A LITTLE
LIKE THIS... It all started at the Cave. The Cave, an underground bar, rests beneath
prospective Miller and Coors Light drinkers to
the Oread Hotel in Lawrence, Kansas. Best of
pass the beers out to, the Cave seemed to
friends Kathleen and Jamie made frequent
get more and more packed. (Side note: there
trips to the Cave during the fall semester of
are several nights where the Cave goes over
2011—partly to satisfy Jamie’s quota as a Bud
capacity—a fire hazard and a claustrophobic
Light Ambassador, but mostly because the
person’s nightmare.) As the girls maneuvered
Cave boasts their dance floor, black lights,
through the crowd, both double fisting Bud
4 bars within the bar, and a modern atmo-
Lights, a belligerent blonde in heels measur-
sphere. A late November night in particular,
ing larger than her head slipped on a spilled
Kathleen wore a new favorite pure white top
drink. Blondie proceeded to spill her filled to
she had recently purchased from Nordstrom.
the rim cranberry vodka all over the back of
The girls carefully walked down the five
Kathleen’s beloved shirt.
flights of stairs down to the Cave (wearing fashionable, yet uber uncomfortable 6 inch
Kathleen, a feisty extrovert never afraid to
heels, mind you.) They entered the main bar,
speak her mind, fired a grenade at Blondie—
took a lap around the perimeter to scope out potential hotties, and proceeded to the bar to buy several Bud Lights. As the girls looked for
DO YOU NEED A SIPPY CUP O R W H AT ,
B
TC H?
While drying the ends of Kathleen's hair (her platinum blonde dyed pink at the ends) and the insides of her shoes, Jamie tried stifling her laughter. While replaying the scenario in her mind, Jamie's entrepreneurial wheels started turning....
A sippy cup? A sippy cup... in a bar?
We might be on to something.
You’re at your favorite bar.
What happens?
You see an old friend, give them a hug and
your drink spills.
You move your arm, lose your grip and
your beer shatters.
You go to throw your drink away and
the bar doesn’t recycle.
You turn your head for a second and
something is slipped into your drink.
drink spills broken glass lack of recycling date rape drugs
SPILL-PROOF, SEALED, RECYCL ABLE B OT TLE
drink spills broken glass lack of recycling date rape drugs
Why not pre-package the alcohol in a spill-proof and sealed bottle that would prevent these situations?
Main mark : grounded and strong Acts as a barrier between the letters
T Y P E PA L E T T E
Ww ABCDEFGHIJKLMNOPQR STUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 HERO LIGHT
Ww ABCDEFGHIJKLMNOPQRSTUVWXYZ 0 12 3 4 5 6 7 8 9 C O P P E R P L AT E G O T H I C L I G H T
WINDOW OF OPPORTUNITY
Many of our peers in the malternative beverage industry are enjoyed at home and target their advertising to minors.
RELIABLE REVOLUTIONAR Y REME DY
BENEFIT
MISSION
A one of a kind bottle that serves as a precaution to unwanted outcomes within a bar.
To empower the consumer with this product.
POSITIONING
VISION
This bottle creates a different experience for the consumer, which solves their safety concerns.
All mixed drink consumers should be proud of their choice of picking this bottle.
STYLING
VA LU E S
Reliability Honesty Security Uniqueness
Is Is Is Is Is
a trendsetter trustworthy an initiator an innovator a leader
RELIABLE REVOLUTIONAR Y REME DY
FUNCTIONAL
“My drink is in a unique bottle, different from everything else available to me at the bar.”
SOCIAL
“The bottles are like my trendsetting and reliable wingman.”
SPIRITUAL
“The bottle company seems committed to ensuring safety and security for the consumers, with me in mind.”
M E N TA L
“This bottle makes me feel safe while drinking at the bar.”
I.D. PLEASE DD
MM
YYYY
b u lwa r k i s c o m m i t t e d to p ro m ot i n g r e s p o n s i b l e d r i n k i n g a n d d r i n k i q .
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