Graphic Design
Selected branding and design projects focused on clean, effective visuals.
Campaign design for Gaming Giveaways' car competition.
Creative campaign design for Gaming Giveaways spanning billboard and paid social media. A variety of static and motion graphics focusing on a novelty giveaway experience and highlighting the top prizes through a vibrant 'high-roller' theme through the use of spin-the-wheel graphics and storytelling visuals.
Missguided creative campaign
Developed a multi-channel campaign concept spanning social, outdoor and animated content. Responsible for creative direction and graphic design. Looked closely at market competitors and analysed audience niches to target through various channels. Worked to a short timescale of a 48 hour deadline, managing to produce a ready-to-post social media deck, paid social animated story advert and two 3D animations targeting OOH and TV.
E-liquid range identity and packaging design for Just Juice. (Extended look)
Creative campaign design for Gaming Giveaways spanning billboard and paid social media. A variety of static and motion graphics focusing on a novelty giveaway experience and highlighting the top prizes through a vibrant 'high-roller' theme through the use of spin-the-wheel graphics and storytelling visuals.
About
The desserts range embodies a modern take on some of the most beloved puddings enjoyed by many. The visual identity was created to reflect the fun side of the brand which had found itself falling behind market trends due to a lack of interest in experimentation in it’s physical appearance and overall branding. This new range is the second in a new era of products intended to revive the brand and give it a new lease of life after a major market shift and complete new end consumer base.
The Brief
Design the visual identity for a new range based on nationally treasured desserts flavours. The design needs to be fresh and modern but must also still be recognised as a range by Just Juice.
Take inspiration from other brands not just in the vaping industry but also the desserts industry. So far, we will be including the following flavours:
Keylime Pie
Escape to paradise with zesty key limes, a crumbly graham cracker crust, and a
velvety meringue topping. Immerse yourself in the bright and citrusy flavours of a tropical
favourite. Tangy and refreshing.
Apple Pie & Custard
Immerse yourself in the soothing essence of a freshly baked apple
pie. Delight in the harmonious blend of sweet and tart baked apples, wrapped in a buttery
crust, and paired with a creamy custard filling. This nostalgic vape flavour offers a
satisfying taste of a classic dessert indulgence.
Banoffee Pie
Indulge in the decadent blend of ripe bananas, toffee, and graham cracker
crust. A luscious vape that delivers the creamy sweetness of caramelized bananas and
whipped cream. Pure dessert bliss.
Research
To gain a good understanding of the kind of style the design was intended in following. Research was undertaken into existing designs in similar fields, collectively contributing to this inspiration moodboard, mindmap and a number of case studies into competitors.
Dinner Lady
Dinner Lady, a competing e-liquid brand have a pre-existing desserts range featuring recognisable dessert flavourss including strawberry macaroon, lemon tart and blackberry crumble as seen on the right.
Their logo features a combination of a san serif display font contrasting
against a colourful scrips font resembling a 60’s American diner style.
The graphic housing the main body of text consists of a circular vector which bares visual similarity to stickers commonly found on rustic sweet shop products, thus hinting to a classic dessert style of range and establishing a recognisable design style.
Behind the logo is a muted tri-tone background in the style of an optical
illusion or hypnosis wheel. The creamy white and muted blue tones along with the spiral design alludes to vintage sweet shop products which would feature a similar visual style as mint drop.
The consistent background and graphic vectors create cohesion across the range and allow the products to be easily recognisable as a collective body aswell as referencing the original logo design of the dinner lady brand.
Doozy Temptations
Doozy, a prominent competitor, produces a desserts range encompassing flavors such as Jam Tart, Strawberry Milk, and Banana Split. Their visual identity exudes a busy aesthetic, aiming to carve out a distinct shelf presence amidst a crowded landscape of competing brands. However, being just a busy as the other competing products on the shelves, this dessert range also risks falling into the the noisy background amongst the others.
The color palettes featured in their range designs are vibrant and highly
saturated, sometimes lacking a direct correlation to the individual flavors they represent. Patterns and halftone dot vectors are employed to evoke packaging trends reminiscent of traditional sweet products. Additionally, their stamp-style logo incorporates circular graphics paired with serif fonts, evoking a quintessential dessert ambiance.
To enhance legibility amidst the vibrant backgrounds, all informational
elements are delineated with a medium stroke, ensuring a striking contrast.
Notably, the circular element within the logo varies in color across flavors, harmonizing with the respective background color schemes. This subtle alteration serves to differentiate flavors while maintaining a cohesive brandidentity.
SadBoy Jam Line
Sad Boy produce a two desserts ranges of Jam and Cookie flavours
including blueberry jam, butter cookie and strawberry jam. These ranges have been visually designed to closely relate to the Sad Boy brand identity establishing consistency through the dark backgrounds and duotone colour schemes.
The two lines individually have a key element which can be seen across the range of flavours on offer with the jam line using a cross element and the cookie line using a sad face with crossed eyes. These vector elements hold no significant relevance to the actual flavours or ranges but to the brands identity itself.
As seen throguhout the designs of these two ranges, they merely hint
anything about the flavours or what the ranges represent and hold their main focus with the brand aesthetic, thus relying on the single main colour on each design to convey relevance to the flavours.
In terms of design alone, the range is well curated and stays key to the
brands visuals, however when it comes to illustrating the individual flavours it misses the target leaving little to go off. The minimal aesthetic used will be prominent amongst the other busy lines and brands in the shops and will establish sufficient shelf presence but in order to actually convey flavour and theme of the range the customer would have to take the time to actually read the flavour names.
Creative Process
Following the research phase, the creative processes began;
Mindmap
Initial Ideas
Identity Creation
Logo Design
Initial Concept
Review and Amend
Second Concept
Concept Development
Final Concept
Renders
Mindmap
Firstly getting pen to paper, it was time to jot down a short list of what comes to mind when thinlking of this new range.
Sweet
Fruits
High sugar content
More-ish
Caramel
‘Treat’
Pies
Crust
Pastry
Earthy tones
Patterns
Custard
Thick
Velvety texture
‘Gloopy’/Viscous
Vanilla
Creamy
Yellow tints
Off-whites
Cakes
Textured
Spongey
Chocolate
Caramel
Classics
Nostalgia
Low contrast
Sweet shop
Vintage
Rustic
‘Pudding’
Type - #FFFFFF
3mm path offset
Background stroke - #FF0000
Initial Concept
The first concept was based on the core aesthetic of vintage sweet artwork which generally encorporates neutral tones and mimmicked label shape elements.
Second Concept
After reviewing the first concept. I took a diferent approach. I didnt like how the concept felt almost bland and underwhelming. However, Some of the placements of the elements and the pattern idea still seemed a good idea to explore further.
Third Concept
The second concept gave me more insight into use of colour schemes. I still felt the design needed some sort of anchor element which created a more established sense of cohesion, however I still wanted to explore the potential use of patterns.
Concept Development
Feeling I had created an overall theme which better suited the range and brief, I continued to experiment with elements and referring back to research to make informed choices on what may be suitable for the design.
Fine-tuning
After feeling like my third design had come on a journey ending in a design which fit the brief and matched the company identity, I began several rounds of fine tuning the designs to become perfectly inline with the requirements and uses.
3.2
3.3
Final Designs
