LAYOVER
For my Marketing for Entrepreneurs course at the University of Miami, I founded Layover, a premium ready-to-drink (RTD) cocktail brand designed to celebrate the intersection of travel, culture, and meaningful connection. The concept was born from a simple yet powerful idea — that the best memories in life often happen between destinations. I wanted to capture that feeling of exploration, spontaneity, and belonging, and translate it into a brand that feels both aspirational and deeply personal.
Layover was heavily inspired by my own lifestyle and personality. I’ve always been someone who thrives on new experiences — booking last-minute trips, meeting people from different backgrounds, and seeking beauty in everyday moments. I wanted Layover to embody that sense of adventure and individuality, while also reflecting the elegance and creativity that I value in design. Each element of the brand — from the flavor palette to the typography and tone — was developed to mirror the way I see the world: colorful, connected, and full of possibility.
The brand’s mission, “Sip the City,” became the cornerstone of its identity. Each cocktail represents a specific city and its energy — the Miami Porn Star Martini reflects a vibrant nightlife and coastal sophistication; the Austin Spicy Paloma captures southern creativity and boldness; the New York Espresso Martini symbolizes cosmopolitan ambition. Every can tells a story, inviting consumers to travel through taste and memory.
Throughout the course, I built Layover from the ground up, starting with a comprehensive brand development process that included concept creation, market analysis, product positioning, and design identity. I conducted research on RTD market trends, discovering that younger consumers were shifting toward premium, lifestyle-oriented beverages that combine convenience with aesthetic appeal. Using this insight, I crafted a brand proposition targeting young professionals who value experiences, authenticity, and shareable moments.
A major component of the project was the go-to-market strategy, which focused on experiential marketing and influencer partnerships. I designed a launch concept centered around rooftop events — “Sip the City” pop-ups that would immerse guests in the brand through themed décor, playlists, and tasting experiences tied to each city’s flavor. Influencer collaborations, such as those with content creators Harry Raftus and Rhegan Coursey, were chosen to align with the brand’s aspirational yet relatable energy.
Additionally, I developed detailed on-premise and retail strategies to establish the brand across multiple touchpoints — from airport lounges and boutique hotels to high-end retail displays designed to resemble airport check-ins. These activations not only positioned Layover as a beverage but as a lifestyle accessory, symbolizing the blend of travel, creativity, and social connection that defines modern consumers.
What made this project most rewarding was how it pushed me to combine entrepreneurship, marketing, and design thinking. I wasn’t just building a product — I was building an experience. Layover became a reflection of who I am as a creator and entrepreneur: someone who values originality, storytelling, and emotional connection as much as business strategy.
The project taught me how to translate personal inspiration into a structured, market-ready business concept — and it reaffirmed my passion for creating brands that make people feel something. In the end, Layover wasn’t just a class project — it became a vision of the kind of work I hope to build my career around: brands that connect people, inspire adventure, and make the world feel just a little smaller with every sip.