HELLBENT
- Market Research & Competitive Analysis
- Product Formulation
- Naming
- Brand Identity Creation
- Packaging Design & Development
- Promotional Strategies & Materials
- Merchandising Design
- Pro Forma & Go-To-Market Strategy
A beloved actor, his business partner, and a pair of comedy television writers sought to carve out a bold new path in the alcoholic beverage industry. They wanted to draw on their passion for geek culture and horror movies to create a brand that resonates with a young, culturally-attuned customer base who craves high-ABV options for their nights out. Quartermaster was entrusted with transforming this vision into a fully realized product, leading the creation of everything from the beverage formula and flavor profiles to the name, visual identity, and packaging.
The Challenge
While the founder and his partners brought creative imaginations and a strong concept hypothesis to the table, they lacked experience navigating the competitive beverage industry. Quartermaster was tasked with bridging that gap, identifying white space opportunities, and crafting a distinct product, supporting brand identity and the foundations of what would become a new business. The challenge was to balance current market trends with a disruptive position, ensuring the beverage would stand out in a crowded category while appealing to a diverse audience seeking premium, high-ABV options with bold flavor




Research & Insights
Quartermaster’s research revealed two key consumption trends: the simultaneous rise of low-ABV and high-ABV beverages, catering to different drinking occasions and audiences. This finding validated the idea of a high-octane (8%+ ABV) beverage, particularly among cost-conscious, social drinkers valuing alcohol volume per dollar spent.
Additionally, premiumization trends showed a growing preference for spirit-based cocktails with bold, full-flavored profiles and high-quality ingredients. Therefore, we identified our target demographic to skew younger (ages 21-25), with a secondary audience of late 20s to 40s drawn to compelling storytelling and a premium drinking experience. We also noticed the same classic recipes largely reflected in the product offerings on shelves, leading to the identification of a series of popular cocktails currently underserved in the RTD (ready-to-drink) market.
Our competitive brand analysis uncovered a saturated RTD cocktail space dominated by dainty, highly elegant, minimalist visual identities. This revealed a white space opportunity: a bold, edgy, and illustrative brand that cuts through the clutter, drawing inspiration from horror and occult themes to engage a younger, harder-to-reach audience—particularly males under 35—while offering a distinct alternative to overly feminine branding.


The Solution: Party Cocktails with a Wicked Twist.
Early Concepts:
Enter: Hellbent, a canned cocktail brand that combines real spirit bases, bold flavors, high ABVs, and edgy, horror-inspired packaging. Hellbent’s branding strikes the perfect balance between the clean, minimalist aesthetic common in RTD cocktails and the wild, playful energy of craft beer brands.







The logo features a weathered, gritty style that evokes rebellion and individuality. The tilted ‘B’ symbolizes both the brand’s off-kilter personality and its high ABV, nodding to the idea of being ‘bent,’ or drunk. The brand’s vibrant color palette draws inspiration from the electric hues of 1980s horror movie posters, creating a dynamic and eye-catching shelf presence.The can designs reflect the color of the liquid inside, creating an intuitive connection between the product and its packaging while ensuring visual cohesion across the line.
Each flavor is personified by an illustrated monster silhouette, inspired by iconic horror characters, and paired with understated easter egg elements that deepen the storytelling. These hand-drawn designs, featuring textured ink and paint brush effects, add a raw, eerie authenticity. Each monster’s exaggerated, screaming mouth serves as a striking focal point, amplifying the brand’s bold identity.
Hellbent’s product line includes five wickedly delicious cocktails: Dirty Shirley, Corpse Reviver #2, Swamp Margarita, Pain Killer, and Coffee Negroni. Quartermaster led the development of every aspect of Hellbent, from product concept and formulation to naming, branding, and packaging, crafting a brand that invites all drinkers to raise hell and release their wild side.




Outcome and Conclusion
Hellbent’s distinctive branding and strategic positioning have already garnered investor enthusiasm, setting the stage for a successful market entry. This project exemplifies Quartermaster’s ability to translate visionary concepts into market-ready products. By combining in-depth market research, competitive analysis, and innovative design, Hellbent is poised to be a sin-sational success, redefining the RTD cocktail space with its bold flavors, edgy identity, and rebellious spirit.







