Branding + Packaging
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ROOTLAB
CLIENT
ROOTLAB
CATEGORIES
Brand Design
Logo Design
Packaging
Email graphics
Social media graphics
PURPOSE
To design packaging for a collection of new hair products and social media graphics for ad campaigns.
RATIONAL
For this project, I was tasked with designing new logo and packaging for natural hair products. After receiving responses to the client questionnaire, I set off to design in her established visual tone (modern, fashionable/hip, functional, and no fuss). Both the 25-45 year old demographic and noted haircare competitors (Miss Jessie, Camille Rose Naturals, and Mielle Organics) allowed me to refine my explorations as I researched and brainstormed.
I eventually settled on a solution that featured a blend of millennial pinks, and peaches and a painterly dot pattern. The variety of pinks and peaches conveyed a chic femininity without feeling overtly “girly”. The motley assortment of black polka-dots felt bold and playful, while striking a balance with the mature color palette. For typography, I wanted to lean into elegance and function. To accomplish a combination of this, I paired a thin serif with a condensed sans-serif.
The social assets provided an opportunity to expand on the packaging’s visual themes while also introducing new ideas.
To be cohesive with the product packaging, I utilized a mixture of marker scribbles and a neutral color palette. For added texture, I collaged photography, notably cream/oil product textures, to represent the product’s consistency. Finally, the typography pulls from the brand fonts; I designed them up in various combinations to achieve variety between the graphics.
Included below are a selection of the email and Instagram story assets created for this rebrand.
CATEGORIES
Brand design
Logo design
Packaging
Illustration
CLIENT
Sapito
PURPOSE
To design a logo package for a mixed drink company.
RATIONALE
Coquito is a Puerto Rican traditional Christmas drink. Spiked with rum and rich in flavor, it is the Latin and elevated version of eggnog. When Sapito, a Puerto Rican-owned drink company, approached me to produce a brand logo, I understood it was important their heritage be the focal point of the design. So I received their responses to my client questionnaire, interviewed them a second time, and got to work. Then, I sketched the elements they requested into various combinations until I achieved an illustration that felt balanced.
In the logo, the little frog (or sapito, from which the brand name originates) dons a traditional hat worn by agricultural workers and stretches the country flag before him. The hat and flag are powerful symbols of pride for the community, allowing the logo to become a patriotic, cultural mark to those who understand it.
Per their preference, I limited the color palette to black and white. I also selected a heavy sans-serif with textured-grain and manipulated it to better suit the rounded design. These additions give the logo a ruggedness that allows the brand to feel older than its establishment date.
CLIENT
Cawfeecakee
CATEGORIES
Brand design
Logo design
Illustration
PURPOSE
To illustrate a logo for a video game streamer.
RATIONALE
The inspiration for this design was the namesake, coffee cake. For the illustration style, the client had expressed an affinity for 1930s cartoons. Keeping both in mind, I created two retro characters and designed them into the space with the logotype. The typography is playful, the strokes are thick and organic to feel handwritten while also matching the line weight of the illustrations. The color palette combines frosty, light tones with chocolatey tones, maintaining high-contrast between the line-work and background. They were also selected to repeate the themes of desserts and coffee. I created a variety of colors to provides options for the client’s merchandise.
