Chupitos
2024
A shot of reinvention
Chupitos is an iconic shots bar along Clarke Quay. The brand was looking to revamp its image for a more mature, day-to-night feel without losing its bold attitude. We decided to rebrand Chupitos as the ‘party jungle’, using tropical elements to create more daytime appeal while maintaining the wild spirit of Chupitos.
As creative lead, I shaped the brand’s new creative strategy. I used a playful and approachable tone of voice to drive home the idea that Chupitos may have grown up, but it never takes itself too seriously. So let your hair down and order a round!
Website
When forming the copy for Chupitos website, I wrote in a bold, relatable style to guide users through the brand’s identity and key offerings in a fun way.
Menus
I drew inspiration from tropical islands and jungles in pop culture to craft the menu. I also created whimsical descriptions for cocktails and different sections.
Social media
Chupito’s social media footprint had been primarily focused on Facebook and Instagram. So our aim was to maintain their loyal following on Facebook, make a splash on Instagram by wiping the slate clean and expand their reach to a younger audience by introducing TikTok.
Using the newly established visual identity, I conceptualised, wrote and designed a range of social media assets across these platforms to build awareness about the new Chupitos.
We wanted to give the audience a sneak peek of what Chupitos has in store while showing off the brand’s new visual identity.
Using a brand mural as the base, I created posts that would evolve from partially obscured to full-frame images leading up to the bar’s new launch paired with the same relatable, tongue-in-cheek style of copy.
TikTok
I conceptualised and storyboarded videos for TikTok to highlight the brand, and draw attention to menu items and deals. The videos were designed to be fun, bold and free-spirited to represent the brand’s values.
I used short, playful copy to appeal to our target audience of young adults.
Digital posters
To promote the menu, themed nights and deals, I crafted copy and visuals for digital posters that could be adapted for Instagram Stories, instant messaging and on-site digital displays.
