Tapp

We started with an experience audit: what does this thing do, anyway? Why would someone want it and when would they use it? The idea is simple: you stick this conical thing in a bottle of champagne and tip it back while you’re… taking a bath, out at the club, at a picnic, watching a fancy sporting event like a polo match or a sailing competition. You get it at wedding or a new year’s eve fête. You receive it as a party favor at a Bachelorette watch party.    

For naming, we explored a number of ideas that leaned higher-end and sophisticated, a little more “buttoned up and black tie,” if you will. And then it came to us, first as just a sound, the clink of glasses. And so the Tapp was born, with two-p’s because, well, its a little extra.

The Tapp is one of those fun items that people love to love. Its functional name is “the beverage sipper,” because it is just that: a funnel that you can pop into your favorite bottle of bubbles and sip without swallowing gobs of foam. For the identity, we wanted to retain a sense of fun, with subtle nostalgia, which really comes through in our bubbly lettering style, our geometric patterns, and our bright and sunny accented color palette set against a timeless navy blue.

The Tapp brand system is meant to communicate the joy and conviviality of a party. Its inviting, festive, and warm, but its not too fancy or exclusive. It strikes the right balance between high and low, silly and serious, and the tipsy articulation of moments worth drinking to. Or Tapping to!