Packaging created for the launch of Meridian’s new coffee line. It was important to have the details of each coffee type front and centre for the discerning customer.
Photo Credit: MARKAYTING
An example of the rebranded logo and subsequent business cards created for Canex Foods.
*Please note all personal information has been adjusted.
Another project I was able to tackle was the redesigning of Greenstar's business cards. I enjoyed being able to design with Prizmafoil ink in mind (that's what makes the leaf veins and the logo so shiny).
AUDIENCE: The audience for business cards is primarily potential clients, and secondarily current customers. These cards specifically will be handed out at trade shows, and at the stores distributing Greenstar's product.
CHALLENGE & SOLUTION: The business card is often the first impression a potential customer has with the company, and as such, it has to grab the attention of the recipient, as well as portray a sense of quality and taste.
During my contract, I was able to take part in many significant branding changes. One such change was a rebranding of the company's organic fertiliser brand. Each member of the design department came up with various concepts, which were then presented to the company. In the end, the company elected to go down the watercolour path, which ended in a combination and collaboration of concepts.
Here you can see the final, collaborative design, complete with completely original watercolours painted by myself and two others in the department. Underneath that, you will find my original concept, to compare with and to portray the evolution of a design.
AUDIENCE: The rebranding aims to capture the attention of those looking to enter the world of vegan and organic gardening products, specifically young adults, as well as those who are simply looking for a new product that meets their needs.
CHALLENGE & SOLUTION: The main challenge of this rebrand was to simplify the use of these products, to make them less daunting for the potential user. This was accomplished by a combination of things, most notably a review and rewriting of the instructions combined with easily understood iconography.
The other challenge is a common one: to stand out on the shelf when surrounded by similar products. This is why the watercolour path was chosen. Combined with crisp typography, and satisfying white-space, the product now holds it's own in every gardening centre.
During my contract, I was able to take part in many significant branding changes. One such change was a rebranding of the company's organic fertiliser brand, as can be seen here. The other brand that was redesigned by my very talented team-member, and in order to promote the redesigning of two of the company's product lines, we created advertisements to be shown both on screen and on banners at the upcoming Trade Show, as well as on pages in the annual catalogue the team created.
The initial concept for these ads was soon set in place, and it was my job to expand that idea to every item on the line, using the packaging and branding guidelines to keep everything cohesive.
AUDIENCE: These ads will be seen by those looking through the company catalogue, as well as every person that comes by the booth at the Trade Show. These are most likely people who have seen this brand before, in the old packaging.
CHALLENGE & SOLUTION: The main challenge for this project was to give the SuperGreen rebrand a jump start into the public eye; to both inform current customers of the redesign, and to pique the interest of those who are not yet customers.
AUDIENCE: In media and history alike, absinthe is almost always portrayed as a mysterious, and mind altering drink. As such, the audience will consist of the curious, looking for a new experience, who may have perhaps heard about absinthe and its effects through art history and its references to numerous artists and writers partaking of the drink.
CHALLENGE & SOLUTION: Absinthe is a more expensive drink, and not as common a purchase as other, more familiar spirits such as vodka, gin, rum and whiskey. Therefore, the packaging must stand out on the shelves, and arouse the curiosity of the viewer. The black and white illustrations do not shy away from the mysterious, they embrace it, and entice the adventurous to experiment.
AUDIENCE: Juniper’s audience is environmentally conscious, and ethically minded. They also seek high quality and luxurious products that are thoughtfully produced. Often community minded and actively involved, they set trends and lead the movement towards more sustainable products.
CHALLENGE & SOLUTION: The environmental movement is in full swing, which has brought with it a surge of natural and “natural” companies, both providing competition. Juniper communicates their ethical and natural methods in an impactful and edgy way. Bold colours, high contrast graphics contrasted and complimented with natural photography set the identity apart.
AUDIENCE: With this new release, Dichotomy hopes to appeal to both current fans of the band, and those looking for new alternative and electronic music. This is their first release in physical form, so it is their first chance to appeal to the casual record shop patrons.
CHALLENGE & SOLUTION: As there is rarely the change to listen to a record in a shop, the record cover must be enticing enough to encourage a passerby to purchase it and take a chance on the music. The entire record and collateral must also be unique and beautiful enough to appeal to long time digital listeners and have them make the move to purchase the physical version.
AUDIENCE: Young adults, around ages 14 - 24, especially those who are fans of the fantasy genre.
CHALLENGE & SOLUTION: The original covers were tired and relied on heavily overused ideas in the young adult fantasy genre. The cover redesign was an exercise in employing a fresh take on the fantasy style. The colours are limited, the style is crisp and striking. Each cover also depicts a scene that takes place in each book, something that - while it seems obvious - isn’t something that happens much in the fantasy genre.
