DESN 1011 - Chelsea Ellis

[chelseaellis02]

Visual Case Study

Below is my final assignment

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Final mockups

I also created 8 different mockups, using different images (earth, fire, water, air) I found on Pinterest and overlaying my illustrations as the background. My favourite mockup is definitely the fire one. I think it really pops and is eye catching. Below are 4 of the 8 mockups i made. 

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Final Labels

This week I finished my labels and I am impressed with how they turned out. They are exactly what I envisioned - simple, minimalistic, elegant and personalised. I think that the faded illustrations in the back are a nice touch.  

FINAL LABELS

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Week #12 (+ Brief #10)

This week I worked away at designing my label. I began by brainstorming what it would say on the front of each label. I decided to have the name of my brand at the top, followed by my logo. Then I would display the information required for each flavour. In my collection there are 12 flavours for 12 star signs (3 star signs for each of the 4 elements). Having to design 12 labels would have been too tedious and time consuming. So I decided to design 4 labels, one star sign for each of the 4 elements. For the Earth sign I chose to do Capricorn, for the Fire sign I chose Aries, for the Water sign I chose Sagittarius and for the Air sign I chose Gemini.

EARTH

ELEMENT: Earth

STAR SIGN: Capricorn

ELEMENTAL: Gnome

TRAITS: Grounded, sensitive and ambitious

FLAVOUR: Lemon Lime Aurora  

FIRE

ELEMENT: Fire

STAR SIGN: Aries

ELEMENTAL: Dragon

TRAITS: Energetic, passionate, adventurous

FLAVOUR: Passionfruit flame

WATER

ELEMENT: Water

STAR SIGN: Sagittarius

ELEMENTAL: Mermaid

TRAITS: Brave, loyal, ambitious

FLAVOUR: Blueberry apple splash

AIR

ELEMENT: Air

STAR SIGN: Gemini

ELEMENTAL: Fairy

TRAITS: Outgoing, curious, affectionate

FLAVOUR: Strawberry breeze

On the back of the label will be the nutritional information, the ingredients, the brand slogan, a few sentences about the brand, a short statement about the flavour, along with a barcode, and any symbols needed such as ‘recycle me’. I aim to create an aesthetic yet personal design, with each label being dedicated to a different star sign. 

Below is my label broken down into different sections such as colour palette, logo, extra logos, illustrations and any extra type elements. I have also include s page where I practised repeat patterns. As my label does not focus on repeat patterns I didn’t dive too deeply into this feature.

MOCK-UP HUNTING

This process was very time consuming. The details I needed for my beverage packaging were so specific that it took hours to find a mockup that worked. At one stage I was considering emailing my tutor to ask if I could just take photos of a physical mockup. But luckily, I found the perfect mockup and it was also free.

https://www.graphicpear.com/big-glass-juice-bottle-mockup/

I found this mockup on the website graphic pear. I found it through google searching ‘glass bottle mockup psd.’ I scanned through google images and came across it. I chose to use this mockup as I needed a glass bottle mockup with a rectangle label on the front and back rather than a label which wraps around the entire bottle. I also thought the shape of this bottle was nice. The colour of the juice and the colour of the lid are also adjustable. 

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Week #11 - Brief #8 and #9

Brief #8

For brief 8 we were asked to determine and develop our imaging style by collecting new image references for our beverage brand. Below are some images that inspire me. 

I made a new Pinterest board - Link below.

https://www.pinterest.com.au/chelseaellis02/elemental/

Think about ‘what’ and ‘how’ you want to achieve your brand imaging goals.

I aim to achieve my brand imaging goals through sticking with an elegant and minimalistic design. I will do this by using clear glass bottles and white labels. Each label with have a large focus on simple yet elegant typography along with minimalistic line illustrations in a low opacity in the background. Each flavour will be determined by a different colour thin boarder on the front of each label. The colour of the flavour will also shine through the clear glass bottle, creating an array of colours among the collection. 

Brief #9

For brief 9 we were asked to decide on what shape of can/bottle/carton we would like to use for our beverage label. I have chosen an elegant glass bottle Below is an example of my desired bottle. This bottle shape is inspired by MOJO kombucha bottles.

We were also asked to visually analyse the label and identify each part of its atonomy. Below is my diagram I made by studying the MOJO kombucha label.

[chelseaellis02]

Week #10 - Case Study

This week for the self-directed brief we were asked to find a case study on a beverage/package label that inspired our own creative thinking. My group chose ‘Pink Pull,’ which is a wine company based in Thessaly which has a ‘lust for pink aesthetics.’

My group was drawn towards several different wine labels which used visual hierachy to make the illustrations salient and the typography minimalistic. We were especially drawn to ‘Pink pull’ because of the quirky background images which in some cases more interesting than the label itself. 

The pink walls and floors, the cherry blossom flowers, the elegant wine glass, the use of shadows and light, the orange peel and the use of the girl with the quirky stockings (and eye poking through the wall) all adds to the mood in which the brand is trying to portray (elegant, feminine, quirky), and the flavours and fragrance of the wine itself. 

The label itself is a beautiful mix of detailed illustration and typography. The brand uses the salient lightning bolt as the main focus of the label, the part that catches the consumers eye first. We really liked the metallic gold of the bolt as well as the silver detailing through it which can be seen in the second last picture. The elegant and minimalistic typography also assures that not too much attention is taken away from the illustration and that these elements are not fighting with each other but rather working within a visual hierarchy. 

Overall my group came to the conclusion that the setting in which the beverage is placed, is just as important as the label itself. The setting can be used to tie the whole brand identity together and establish the mood for the brand.

https://www.behance.net/gallery/96682083/Karipidis-Pink-Pull-Packaging?tracking_source=curated_galleries_graphic-design 

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Week #9 - Logo Development (+Brief #7)

This week we were asked to document our process of developing a logo for our beverage brand as a self directed brief/task. I already had in mind the logo which I wanted to use and the meaning behind this logo, yet I still did this task as a way to expand and develop on my ideas. As I wanted my logo to be black to fit in with my minimalistic colour scheme I chose to skip step 7.

The process of developing a logo includes 9 steps:

1. Visual Research (searching type options and making sketches)

2. Live Typography (loading fonts + identifying appropriate options) 

3. Outlined Typography (ready to manipulate – CMD + SHIFT + ‘O’) 

4. Type Manipulation (typographic DNA to use, enhance and modify) 

5. Symbol Exploration (creating marks/symbols – pictorial/abstract)

6. Arrangement (testing spacing/scale and how elements fit/lockup) 

7. Colour Exploration (testing colour palettes and combinations)

8. Refining (adjusting, editing and narrowing down best options) 9. Final Options (2 x options minimum in colour + mono + reversed)

Below is my own process:

[chelseaellis02]

Week #8 - Pitch Presentation

This week we presented our pitch presentation via Zoom. 

My presentation seemed to be received well. I got lots of good feedback on the layout of my mood boards and how I overlaid the images and my keywords. The votes were quite even although my creative path #1 (spirituality) was chosen. 

Now begins the process of designing the label!

[chelseaellis02]

Week #3 of Easter Break - Final Beverage Concepts

This week I worked on creating my final rationales for both creative concepts and then putting these rationales, as well as my mood boards and keywords into 2xA3 pages. 

Final Rationales

Creative path #1 - spirituality

Elemental is an original kombucha brand inspired by elements, equilibrium, collectivism, spirituality and mythology.

Kombucha is both delicious in a unique way and good for your health. It can easily become a substitute for alcoholic beverages such as beer and cider as it still has those underlying fermented flavours.

With a rise in the health and wellness market among millennials and Gen Z’s comes an increase in the demand for a healthy substitute to sugary or alcoholic beverages.

This creative approach follows alongside design trends in the kombucha market, with the label focusing on minimalism and typography.

I was inspired by the translucent glass bottle and ‘all-typography’ style label that is seen on high-end perfume bottles such as Chanel and Replica.  

Spirituality also plays a big part in my life and I wanted to integrate this into the label design. I aim to achieve this by displaying the brand name, logo, slogan, element (e.g air), star sign (e.g gemini), and traits of the star sign (e.g for gemini it would be curious, gentle and affectionate) on the label all whilst connecting this information back to the flavour of the beverage (eg apple cinnamon or strawberry lemonade). All of this information will be written in elegant, simple typographic design to create a clean, minimal yet aesthetic effect.

Using star signs and spirituality is a strategic design idea which adds a personal touch to the beverage label. This may make consumers feel a certain need to test out the flavour which represents their star sign as well as read the particular traits that relate to them.

Word count = 264

Keywords x 10

Glass | bottle | collection | kombucha | elements | spirituality | traits | typography | minimalism | elegant

Creative path #2 - mythology

Elemental is an original kombucha brand inspired by elements, equilibrium, collectivism, spirituality and mythology.

The term ‘elemental’ refers to the 4 elements (earth, fire, water and air). Elemental also refers to elemental beings, which are mythological creatures such as fairies, mermaids and dragons.

In the design market, it is common for energy, sugary or alcohol-based drinks to have bright, fun colours as well as illustrations on their beverage labels in order to lure and tempt the customer into consuming something unhealthy.

In contrast, it is common for kombucha labels to have a clean and basic label design, with a large focus on typography.

Therefore, this second creative approach aims to break the design trends of the kombucha market.

Each aluminium can will be inspired by a different element. Therefore there will be 4 cans in the collection. On the fire can for example, there will be an illustration of a dragon and the colour of the can will be red and the flavour will be passionfruit. I aim to make the typography simple, as the illustrations will be the salient, main focus of the design on the can.

By creating an aluminium can collection with eye catching illustrations of mythological creatures (elementals) which connect to a specific element, colour and flavour, i aim to make kombucha more fun and accessible to a wider market.

This could include young teenagers who may normally reach for soft drinks or middle aged men and women who would normally reach for alcoholic beverages. This creative path aims to normalise the act of reaching for a healthier alternative.

Word count = 263

Keywords x 10:

Aluminium | can | collection | kombucha | elements | mythology | magic | illustration | flavours | colourful

[chelseaellis02]

Week #2 - Creating Pitch Presentation Slides (+ Brief #6)

This week I worked on creating my pitch presentation slides for my presentation which is due Week 8 once the Easter Break is finished.

Brief #6 - Pitch Presentation Documentation

My process

What did you try?

I tried my best to design slides that suited what I was going for in terms of design tone and mood for each visual direction. I named creative path #1 spirituality and creative path #2 mythology. I broke down my rational into key points to be displayed on the left side of the slides and made sure that my slides matched the creative theme/concept of each creative path. Therefore for creative path #1 I chose neutral background colours and minimalistic side images. Likewise, for creative path #2, I used bright background colours that would pop and side images that spoke illustration, fun and creativity. 

What worked and what didn’t?

For me, having a huge block of text on the left hand side did not work to maintain viewers interest. That is why I decided to break down the large text into key dot points of interest. I also found that displaying my regular linear mood boards was a bland choice and this is why I decided to reimagine my mood boards. I did this by reusing the same images from my original mood boards but making them pop a bit more through overlapping and creating a variation of picture sizes. I also layered some key words in typography that match the theme/concept. The 4 background colours that you see behind the mood boards are the colour palettes for the creative path. I found that this worked really well and was visually pleasing.

What was the biggest challenge?

The biggest challenge by far was not designing my slides by trying to create a screen recording of the slides as well as a voice over. I had to make sure my script was exactly 2 minutes and that I allocated 30 seconds to each slide. This was a tedious process I mastered in about 20 attempts. This was difficult for me as I had never done anything like it before.

In hindsight, what would you give someone else as advice who is wanting to complete the same task?

Have all of the photos you wish to use on your pitch presentation in one place to start with. Also have on a seperate document with the text you wish to display on your slides ready to go. Make sure your slides match your visual idea/direction in terms of mood, colour, vibe, tone, typography, etc! Also, do not ready directly off of your slides. Make sure you prepare a different script and only have dot points on your slides inside of big bulky text that is disinteresting to viewers.

The final result

My 2 minute script

Elemental is an original kombucha brand inspired by elements, equilibrium, collection, spirituality and mythology. This first creative approach uses star signs and spirituality in a strategic way to add a personal touch to the beverage brand and label. Each flavour will represent an element, a star sign, and the traits which that sign possesses. This may make consumers feel a certain need to test out the flavour which represents their star sign and read the traits that directly relate to them.

This creative approach follows alongside trends in the kombucha market, with the label focusing on minimalism and typography.  I was inspired by the translucent glass bottle and ‘all-typography’ style label that is seen on high-end perfume bottles such as Chanel and Replica.  The nature of the clear glass also allows the colour of the beverage to shine through, creating an array of different colours among the collection. All of the information displayed on the label will be written in elegant, simple typography to create a clean, minimal and aesthetic design.

This second creative approach is directly related to the term ‘elemental.’ This term refers to the 4 elements (earth, fire, water and air) and the different elemental beings (which are mythological creatures such as fairies, mermaids and dragons). Each aluminium can will be inspired by a different element and elemental being. On the fire can for example, there will be an illustration of a dragon, the colour of the can will be red and the flavour might be passionfruit.

It is common for energy, sugary or alcohol-based drinks to have bright, fun colours as well as illustrations on their labels in order to lure and tempt the customer into consuming something unhealthy. In contrast, it is common for kombucha labels to have a clean and basic label design, with a large focus on typography. Therefore, this second creative approach aims to break these design trends and make kombucha more fun and accessible to a wider market, including teens who may normally reach for soft drinks or middle aged men and women who would normally reach for alcoholic beverages.

[chelseaellis02]

Week #1 of Easter Break - Creating mood boards

Mood board for idea 1:

WHAT: A sparkling live cultured drink (kombucha) which will come in 4 flavours (lemon lime mint, passionfruit, blueberry apple and strawberry lemonade).This creative approach focuses on minimalism and typography.

HOW: By displaying the logo, slogan, element (e.g air), star sign (e.g gemini), and traits of the star sign (e.g for gemini it would be curious, gentle and affectionate) and connecting all of this back to the flavour of the beverage (eg apple cinnamon or strawberry lemonade) all in elegant typography. 

WHY: I was also inspired by the idea of ‘minimalism’ and ‘less is more.’ Sometimes the most simplest beverage sitting on a shelf can scream the loudest. Kombucha is a drink which i like for many reasons. It is both delicious in a unique way and good for your health. It can easily become a substitute for alcoholic beverages such as beer and cider as it still has those underlying fermented flavours. With a rise in the health and wellness market among millennials and Gen Z’s comes an increase in the demand for a healthy substitute to sugary or alcoholic beverages.This creative approach aims to follow the design trends of the kombucha market.

Keywords x 10

Glass, bottle, collection, kombucha, elements, horoscope, traits, spirituality, minimalism, elegant

Mood board for idea 2:

WHAT: A sparkling live cultured drink (kombucha) which will come in 4 flavours (lemon lime mint, passionfruit, blueberry apple and strawberry lemonade). I aim to sell an eye catching kombucha beverage collection which will stand out on the supermarket shelf. 

HOW: This creative approach focuses on bright colours and unique illustrations of particular elementals (gnomes, fairies, dragons) which will each represent a element and flavour.  

WHY: I find that canned drinks such as energy drinks or alcoholic drinks tend to have bright and fun colours and sometimes even illustrations on them in order to lure in the consumer to consume something unhealthy. I find that a large majority of kombucha beverage labels tend to be quite basic, with a large focus on type. I want to make kombucha more fun and accessible to the market and normalise the act of reaching for a healthier alternative. 

This creative approach aims to break the design trends of the kombucha market. 

Keywords x 10: Aluminium, can, collection, kombucha, elements, mythology, magic, illustration, flavours, colourful

https://www.pinterest.com.au/chelseaellis02/elemental-kombucha/

[chelseaellis02]

Week #7 - Logo, slogan and colour palette

This week I began to design a logo and colour palette for my new beverage brand concept on Adobe Illustrator using the skills I learnt in DESN 1031. I also dig deeper into the meaning behind the logo as well as the slogan.

LOGO:

Below is the logo I developed using Adobe Illustrator. I did a white on black version and a black on white version. I chose to do 2 E’s encompassed together in order to symbolise how the 4 elements (earth, fire, water and air) allow for a balanced equilibrium to exist on earth. The 2 E’s also play off the 2 E’s in the slogan (E)xist in your (E)lement. 

SLOGAN:

The slogan ‘Exist in your Element’ allows for multiple interpretations and meanings. One meaning could simply be that every human exists within their personal element whether their element may be earth, fire, water or air sign (this is dependent on your star sign). To dig deeper, this slogan may also highlight the importance of individuality and living boldly by following your own path and dreams. In other words, existing within your ‘element’, existing with yourself, your passions, your flaws, your idiosyncrasies, your desires, your life. The brand is basically asking, ‘what is your element?’ Whatever it may be, exist and manifest within it. Another way to say you are doing what you love is to say you are ‘in your element.’

COLOUR PALETTE:

Concept 1:

I generated a colour palette using a minimalistic colour scheme already existing within the explore page in Adobe illustrator. I did not follow a colour rule (such as triad, complementary or compound) as this colour scheme is just black and white and shades in-between. I chose a black and white based colour scheme as this visual direction is focused on being minimalistic, elegant and high class.

I chose this palette as the label for this direction will solely be typography inspired by high end translucent perfume bottles such as Chanel and Replica. As the bottle for this beverage will be clear, the colour of the kombucha will shine through the glass creating an array of colours within the collection of flavours. 

Concept 2:

I generated a colour palette using a compound colour scheme in the colour themes tool in Adobe Illustrator. I chose a bright, bubbly and eye catching colour scheme as this visual direction is focused on being fun, creative and illustrative, forming a collection by uniting elementals with colours and flavours. 

I had to break down the 5 compound colours into 4 as each colour represents an element. Blue representing water, green representing earth, red representing fire and pink representing air. Although air/sky/liquid oxygen is blue, I had to compromise as water is also blue. I chose to do pink instead as it represents the sky during a sunset. Below is how each element aligns with an elemental and a flavour. Eeeeeek!

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Week #6 - Re-evaluating and redeveloping beverage concept

This week during isolation I had the time to reconsider my beverage brand and label. I seemed to have hit a wall with my second idea and felt like I couldn’t extend myself further in order to produce something I was really proud of. So I began to brainstorm a new concept. I am deeply inspired by magic and mythology and spirituality. This really drove my new beverage brand concept.

My new concept

This new beverage concept which I have developed is still a Kombucha brand. I will be changing the name to Elemental Kombucha and the new slogan will be ‘EXIST IN YOUR ELEMENT.’ 

According to dictionary.com, the adjective elemental is defined as:

1. of the nature of an ultimate constituent; simple; uncompounded.

2. pertaining to rudiments or first principles.

3. starkly simple, primitive, or basic: a spare, elemental prose style; hate, lust, and other elemental emotions.

4. pertaining to the agencies, forces, or phenomena of physical nature: elemental gods.

5. comparable to the great forces of nature, as in power or magnitude: elemental grandeur.

6. of, relating to, or of the nature of the four elements, earth, water, air, and fire, or of any one of them.

Taking my beverage brand into account, definition number 6 and 4 relate the strongest to my overall concept and why I chose to name this brand ‘Elemental Kombucha.’

Mind map and image association:

CONCEPT 1:

Star signs are divided and collected into different elements (earth, fire, water and air).

Earth signs include Capricorn, Virgo and Taurus.

Fire signs include Aries, Leo and Sagittarius.

Water signs include Scorpio, Cancer and Pisces.

Air signs include Gemini, Libra and Aquarius.

For this first creative path, I want to focus on minimalism and typography the sell the product. Taking inspiration from Replica and Chanel perfume, I want my label to be 100% typography. I want display the logo, slogan, element (e.g air), star sign (e.g gemini), and traits of the star sign (e.g for gemini it would be curious, gentle and affectionate) and connecting all of this back to the flavour of the beverage (eg apple cinnamon or strawberry lemonade).

Source of Inspo:

Mindmap:

Keywords x 10

Glass, bottle, collection, kombucha, elements, horoscope, traits, spirituality, minimalism, elegant

CONCEPT 2:

The four kinds of elemental beings are each composed of one element (earth, fire, water and air). 

Earth elementals include gnomes, trolls and pixies.

Fire elementals include dragons, salamanders and unicorns.

Water elementals include mermaids, mermen, nymphs and wyverns.

Air elementals include fairies, sylphs and elves.

For this second creative path, I want to focus on a fun and colourful kombucha can collection with illustrations of elemental beings being the main attraction of the beverage. I will do this by matching each elemental being to a colour and a flavour. For example, the Earth elemental may be green to represent the earth, the character on the front on the can might be a gnome and the flavour might be sour apple. I want to do follow this process through for the 4 different signs (earth, fire, water and air).

Source of Inspo:

Mind map:

Keywords x 10:

Aluminium, can, collection, kombucha, elements, mythology, magic, illustration, flavours, colourful.

[chelseaellis02]

Week #5 - Be the trend (Brief #5)

What have you learnt as a designer and how can you communicate it? 

A piece of good advice I have for myself and for other aspiring designers is:

“Don’t adapt to the trend. Be the trend. If it doesn’t already exist, make it.’

This quote I made up taking inspiration from another quote that went: “Don’t adapt to the energy in the room. Influence the energy in the room.” (blogger studios.com).

This quote really connected with me as I have gone about creating my label for my beverage. With everything I have done I have chosen not to copy but to create. In order to this I have had to develop my own ideas and really step out of my comfort zone with my designs instead of following and mimicking other brands and cliche trends. I didn’t have my own original photograph of a pond with waterlily’s so therefore I spent some time painting my own original painting to use for the background of my label. I wanted to create something authentic, something I would look back on and be proud of.

[chelseaellis02]

Week #5 - Finalising label for idea 1

Pondering...

This week I pondered (whilst in self-isolation) what I could do from home to entertain myself but also progress me further with my uni assignment. I decided that I would paint the background picture of the waterlily pond for my kombucha label (idea 1). I got inspiration from the picture below.

Source: https://fineartamerica.com/featured/water-lilies-tatiana-gracheva.html

My creation

Here is the painting that I did using acrylic paint. was really quite impressed with how it turned out!

Experimentation

I then began to experiment with filters, lighting, contrast and other effects such as dust filters. Below is the final image that I chose to use in my beverage label. 

I then put this image into photoshop, over-layed my Fairy Kombucha logo and began added other details such as the flavour, nutritional information and the barcode. Below is the mock-up in progress. 

Below is the nutritional information label I made by combining the nutritional information from MOJO and Remedy Kombucha labels.

This week I'm going to continue to work on this label, designing whats going to go on the right hand side of the label. This part of the label will include a little summary on what Fairy Kombucha is all-out, as well as the drinks health benefits ingredients, the companies socials, and other symbols such as ‘vegan friendly’ or ‘recycle me.’ 

Physical and digital mockup

I printed out this mock up label to the correct size (filling 60% of an A4 piece of paper) and glued it onto a MOJO kombucha bottle. Which is my desired glass bottle shape. The label fit perfectly and wraps around the bottle nicely. Below is the physical and digital mockup.

[chelseaellis02]

Week #4 - Refining Mood boards (Brief #4)

I did not get much feedback on my mood boards but there were some things that I wanted to tweak. This included including more pictures and refining my colour palette down to 5 colours for each concept. Below are my final mood boards.

Mood board for idea 1:

HOW: This creative approach focuses on selling the craft, the delicacy, and the ‘magic’ of kombucha. Because Kombucha is so delicious and has loads of health benefits, I wanted to sell it as a sort of magical drink (or, how Fairy Kombucha would call it, ‘fairy potion’). The slogan for my beverage brand ‘Magic to your gut’ further outlining the health benefits and wonders of kombucha. With this creative approach, I want there to be a focus on the elegant typography and the dainty impressionist style painting of the waterlily pond. These choices will reflect the magical nature of the drink and the wonderful health benefits. This beverage will target the health and wellness market (people who exercise regularly or live an active lifestyle, people who are trying to cut down on sugary or alcoholic beverages, people who are actively conscious in searching for healthier alternatives). With quite a feminine label, you could say this design may catch the eyes more for this demographic.

WHAT: A sparkling live cultured drink (kombucha) which will come in various flavours with a focus on dainty impressionist style label with a focus on typography and composition to highlight the wonders of the beverage

WHY: Kombucha is a drink which i like for many reasons. It is both delicious in a unique way and good for your health. It can easily become a substitute for alcoholic beverages such as beer and cider as it still has those underlying fermented flavours. With a rise in the health and wellness market among millenials and Gen Z’s comes an increase in the demand for a healthy substitute to sugary or alcoholic beverages.

Keywords x 10

Organic, sparkling, feminine, magical, simple, sweet, dainty, elegant, fermented, healthy

Mood board for idea 2:

HOW: This creative approach focused on the customer’s experience of the drink. The people I will display on the front of the drink (focusing in the target market) will represent a certain flavour and the feelings that flavour creates for the consumer. I will also use bright, bold, fun and quirky colours that demand attention. There will be a large focus on image over typography with this brand idea. I think it is a contemporary approach which will catch the eyes of millenials and Gen Z’s. This beverage will target the health and wellness market (people who exercise regularly or live an active lifestyle, people who are trying to cut down on sugary or alcoholic beverages, people who are actively conscious in searching for healthier alternatives).

WHAT: A sparkling live cultured drink (kombucha) which will come in various flavours with a focus on bright, bold and quirky contemporary style label with a focus on image and illustrations of the target market

WHY: Kombucha is a drink which i like for many reasons. It is both delicious in a unique way and good for your health. It can easily become a substitute for alcoholic beverages such as beer and cider as it still has those underlying fermented flavours. With a rise in the health and wellness market among millenials and Gen Z’s comes an increase in the demand for a healthy substitute to sugary or alcoholic beverages.

Keywords x 10

Organic, sparkling, flavoursome, original, fun, quirky, bold, bright, fermented, healthy

[chelseaellis02]

Week #3 - Mood boarding (Brief #3)

Kombucha!

This week I decided to go for the beverage kombucha. I have been recently drinking it and really enjoying the unique flavours. I have also started collecting kombucha bottles and taking inspiration from how different brands sell their kombucha through the information they display on the labels such as ‘certified organic’ or ‘ love ya gut.’  

Mood board for idea 1

The image below is a mood board with images I found on Pinterest for IDEA 1 of my kombucha brand ‘Fairy Kombucha Co.’ I also decided on my target market as well as my colour palette for this particular idea. Target market: Teenagers, young adults, millennials, health and wellness market, heavily targeted towards females. I was inspired by the overall complexity of kombucha and the idea that it is sort of magical in a way in terms of how it sparkles, its unique flavours as well as all of the wonderful health benefits it has. I want to sell the craft and the magic of the drink through this first brand idea.

Keywords: Organic, sparkling, tea, fermented, magical, healthy, dainty, sweet, probiotics

https://www.pinterest.com.au/chelseaellis02/fairy-kombucha-co/idea-1/

Mood board for idea 2

I based my second idea off the initial idea I had for my juice brand ‘The Inside Out Juicery’ where the focus is on the customer’s experience of the drink and the feelings and flavours that the drink creates for the customer. With this brand idea I wanted to also promote a healthy, happy and fun loving drink (kombucha) in a range of unique and quirky flavours. The people I will display on the front of the drink will represent a certain flavour and the feelings that flavour creates for the consumer. I will also use bright and bubbly colours that demand attention. There will be a large focus on image over typography and illustration with this brand idea. I think it is a contemporary approach which will catch the consumers eye. 

Keywords: Flavours, excitement, joy, taste, happy, quirky, fun, delicious, organic, fermented

https://www.pinterest.com.au/chelseaellis02/fairy-kombucha-co/idea-2/

What it will say on the bottle:

Fairy Kombucha Co

Magic to your gut

Est 2020

Fairy Kombucha is a fermented probiotic drink which naturally contains live bacterial cultures (basically fairy dust), making it rich in antioxidants, vitamins, enzymes, amino and organic acids. Therefore having magical effects on your gut, liver, heart, immune system and overall wellbeing. Our kombucha is raw, gluten-free, vegan, unpasturised and naturally containing zero sugar.

Handcrafted and delicately brewed in Australia for 30 days

NASAA CERTIFIED ORGANIC

Best served chilled

‘i quit sugar’ approved