Project Type – Packaging, Brand, Logo Design
Role – Graphic Designer
Software – Adobe Ilustrator
Course – Visual Communication IV
Date – Spring 2023
Skills – Designing for 3-dimensional surfaces, Branding
The goal of this project was to create a packaging system for the beverage of our choice. I created an imaginary brand of hard seltzers called Fleur. Fleur aimed to break into the hard seltzer market with products that were inspired by craft cocktails and contained floral and herbal flavors. The target audience for this beverage was people aged 20 to 30 who were looking for a hard seltzer that is more elevated and sophisticated than the current market leaders. The packaging system consisted of three full wraps for the cans. The three seltzer flavors were peach and thyme, strawberry and basil, and elderflower lemonade. The graphics and imagery were inspired by the flavors of each beverage. This included symbols of the fruit and herbs, and a color scheme for each product that was inspired by the beverage ingredients. Typography that speaks to the sophisticated flavors and the whimsical nature of the brand was also implemented.
I began by creating sketches of potential logos for Fleur (below). From there, I made a digital draft and refined until I felt it read clearly and represented the brand well. Next, I made sketches of potential wrap designs. I chose to move forward with the first wrap design (below) and created a digital draft. I then printed and adhered my first drafts to three-dimensional models. After examining the designs on a rounded surface, I decided the ingredient illustrations needed to be placed closer to the front of the can, so that they could be clearly seen by looking straight at the cans. I made those changes and produced the final product.
Logo Sketches
Wrap Sketches
Final Logo
Full Wraps
