Cold Fusion is a brand that promotes the craftsmanship of organic cold brew and traditional coffee. The business embraces and experiments with the new and old techniques of brewing to deliver the perfect cup. Retro inspired patterns, a caffeinated color palette and playful typography comprises the brand to communicate a fun, approachable, scientific take on coffee.
715 Brewery is a quirky micro brewing company located in Lawrence, Kansas with a commitment to quality crafted, flavorful beers made from traditional ingredients sourced from local farms. Lawrence is a market filled with restaurants with microbreweries and 715 restaurant is poised to join them. 715 Brewery continues the 715 branding story while emphasizing the playful spirit of the Lawrence community.
Brewery and Beer Branding
My process started with the 715 brewery branding. The challenge with this project was developing a separate system that still complimented 715 Restaurant branding. Since 715 inspires to produce quality handcrafted beer from organic ingredients sourced locally, I wanted the branding to represent that idea of handcrafted and community. Going with the idea of handcrafted I zeroed in on a hand drawn aesthetic, which would carry over to all the beers as well. The creation of the beer personas was a fun exploration of illustration design. Each character represented a trait of the Lawrence community. And the accompanying logotype treatments were crafted to embody the beer personas. Once the branding was done I developed the bottle and beer carrier packaging. And then expanded the project with web and app design.
Kazoom is a fun children's beverage company with a focus on helping families live happy, healthy lives. Beverage flavors include Blue Raspberry, Kiwi, Cherry and Strawberry. The beverages have robust fruity flavors kids love with vitamins and limited sugar so parents can rest assured. The scope of the branding project included developing the identity/packaging, a monthly publication, a website and an interactive in-store kiosk. All of the Kazoom components, exemplify the company's belief in providing healthy products and fun resources parents can use.
I designed a responsive website that encompasses all of the needs for the playful company. A blog component for parents who are looking for fun activities and healthy kid friendly recipes. An online retail space for convenient purchasing. And a game center for kids to play fun learning games. Kazoom is about helping parents maintain a happy, healthy family, and this website shows their fun and playful approach. Kazoom website prototype can be viewed here.
Interactive Kiosk Walkthrough
The creation of the product mascots was a fun exploration of character design. Each little monster was based on one of the fruit beverages. So I started the character design by sketching the different fruits and playing with giving them human elements. Once the branding was done I developed the product packaging and retail bag.
When it comes to children's products, the mascots really are the stars and this was exemplified in my use of the characters in the playful packaging design. Most of the product boxes have a front opening around the characters mouth that can be pulled to get the drink packets inside. And the retail bag utilized a transparent mouth as a fun way to showcase the products within.
A major obstacle for the digital components of the campaign was developing an effective user experience. I spent a lot of time testing the user experience and redesigning the user interface to be more intuitive and easier to navigate. The solution for this involved redesigning navigation elements and rearranging certain elements. Another big element was designing the website for a responsive environment. The final components were interactive pieces that were fun, informative and easy to use.
Envy, is a clothing boutique store targeted to young women interested in trendy and fashionable clothing. As part of a rebranding campaign, I redesigned the store’s logo and retail packaging. Envy's moto is to help young women stand out and be trendsetters in fashionable clothing. The new visual identity utilizes a simple yet versatile logo paired with eye catching patterns and color. The new retail bags also serve the function as advertisement for the store as it brings attention to the brand name and website. Lastly, I designed an online advertising campaign to promote their brand and specials that was targeted toward young women.
Since I was pretty far from the store's intended shopper, this design process involved a lot of consumer research. I spent a lot of time looking into their consumer base and researching their competitors. My initial concepts and color palette were all scrapped due to its youthful appeal. My original retail bag designs came off as a candy store or young girls store. The patterns I had originally used also didn't capture user's attention either. So I spent sometime studying a lot of textile/clothing patterns and concepting more ideas. After the additional research and concepting, I came upon a new color palette and patterns that stood out and had the more mature appeal I wanted. Since I was utilizing bold patterns, I kept the logo simple with a clean serif font that I tailored for the store. The balance between the bold and clean, simple elements of the branding reflect the store's approach to fashion clothing.
The Advertising Strategy
The goal of the advertising campaign was to increase sales by promoting their current promotions and increase brand awareness. I specifically utilized buzzwords such as “upstage” or “bold” in the ad copy to reflect the brand’s fashion forward tone. Since the target consumer spends a lot of time online and connected to social media, I proposed advertising digitally. Ads would strategically run on popular blogs and websites that appeal to the consumer.
715 Restaurant is a trendy, European-style neighborhood restaurant and bar located in Downtown Lawrence, Kansas that offers simple, fresh, handmade Central Italian cuisine at an affordable price. During the Fall and Winter, 715 restaurant makes a shift in their delectable offerings, as they make use of freshly harvested ingredients of the season. To celebrate the seasons and their new arrivals, I designed a seasonal brand experience campaign that complimented their current identity. The redesign went hand-in-hand with the branding and packaging for its new microbrewery,715 Brewery.
Seasonal (Fall) Packaging
Seasonal (Winter) Packaging
The designs for the seasonal campaign began with 715's stated commitment of producing organic, fresh handmade food. I wanted to explore the idea of organic and handmade through the visual appearance of hand illustration and lettering. To reach the end goal I played with hand drawn brush lettering/illustrations, handmade ink stamping and digitally designed/treated graphics. It was also important that packaging materials used were environmentally conscious. Thus I utilized biodegradable paper bags and chipboard boxes instead of plastic or styrofoam.