Leafy
To achieve the project's primary objective, Adobe Illustrator will be the only software utilized to produce a variety of graphic design outputs such as logos, packaging designs, and posters. The project revolves around an imaginary beverage product, and it will follow the process of conceptualizing and designing the brand logo to creating the marketing poster.
Role
- Graphic Design
- Product Design
Deliverables
- Packaging
- Poster
Tools
- Adobe Illustrator
Brainstorming
To kick off the brainstorming process, my first step was to establish the brand identity and identify the target market for the product I'll be designing, which is Leafy, a fruit-flavoured iced tea.
Leafy is a beverage company that sells sweetened iced teas with a yuzu flavour, and it can be found in various locations such as local grocery and convenience stores, as well as Asian cuisine restaurants. The target audience for Leafy comprises both male and female consumers between 16 and 36 years old who enjoy fruity flavoured iced teas. The product is geared towards individuals who prefer sweet and tart drinks with a combination of fruit and tea flavours.
During the creation of the logo and packaging design, I aimed to choose colours that conveyed a refreshing and inviting look and feel, while also accurately representing the type of beverage that the brand offers. For the font colour, I selected blue as it complements most of the colours in the colour palette. Yellow and green were also chosen to represent yuzu and green tea, respectively.
My main objective was to create a packaging design that could be easily recognizable, even without reading the product description. To accomplish this, I integrated shapes that portrayed yuzu and green leaves. The typography of the logo was also meticulously crafted to look fun and playful, while still being clean and legible.
Bottle Render
For the bottle rendering and overall package design, I utilized Adobe Illustrator as the challenge was to create the product solely using this software. During the bottle rendering, I kept several factors in mind, including the desire to represent my brand identity and create an appealing product for consumers. As a result, I opted for a shorter and fatter can to reflect the rounder shape of yuzu, the fruit flavour in my product. I also created a cover for the can tab, which I believe adds to the product's appeal and makes it feel more special.
As the logo design incorporates a fading effect, I wanted to ensure that the overall design was cohesive. Therefore, I added gradient colours of white and yellow to complement the logo design. Since yuzu may not be familiar to many people, especially those outside of East Asian countries, I included real photos of the fruit to give customers an idea of what yuzu looks like.
Overall, the design is refreshing and was created with the intention of best showcasing the brand and the taste of the product. The use of Adobe Illustrator enabled me to tackle this challenge and create a unique and visually pleasing product design.
More Ideas
In addition, I went beyond the initial design and developed several alternative bottle designs, which could be reviewed and considered during the refinement process. By creating these alternative designs, I hoped to provide a wider range of options to choose from and offer some unique perspectives on the brand's packaging.
Poster Design
When I set out to create the poster, my goal was to showcase a scene that would make iced tea look especially enticing and revitalizing. After giving it some thought, I realized that the beach would be the perfect spot to enjoy a cold glass of iced tea. With that in mind, I used Illustrator to produce an inviting and visually stunning beach backdrop, complete with a sunset, swaying palm trees, soft sand, and vibrant beach towels.
To drive home the message that iced tea is the quintessential summertime drink, I strategically placed the product's catchy tagline "Summer can't be complete without Leafy" above the picturesque sunset illustration. This slogan perfectly captured the essence of the beverage and its close association with the season.
In addition to the tagline, I made sure to prominently feature a statement at the top of the poster indicating where consumers could purchase the beverage. This way, they could quickly find and purchase the product to satisfy their cravings for a refreshing and flavourful iced tea
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