Pucker
The objective for this project was to create branding for a caffeinated lemonade product. While lemonade and coffee have different and respectively wide audiences, this product is marketed to 18 to 25 year olds who want an alternative to coffee, whether they don’t like the taste or don’t like the effects on their health and wellbeing. The concept of this product is a natural, caffeinated lemonade. Rather than being a powder, it delivers energy and flavor through a pre-made beverage. Oftentimes people choose their food and drinks based on the packaging, so it was important that design is eye catching. This was achieved through color, texture, and illustration.
Along the way, some illustrative designs were explored, but in the end, a clean simplistic logo was chosen so the product wouldn’t seem too childish or unprofessional. Some of the inspiration included texture, but the finalized logo doesn’t have any in order for it to be scaled down on different branding materials. The bright colors will catch the consumer’s eye in a store. The main lettering in the logo is hand-drawn and stretched to fill the lemon shape. This makes the logo look bold and more unique, as opposed to a pre-existing typeface. The logo can be used for both print and web design. The shape of the design also lends itself to stickers and other print material. Overall, the Pucker branding has a clean and modern feel that will easily appeal to younger and older people alike. Its unique selling points make it a great choice for people who dislike coffee, artificial sugars, and non-biodegradable plastics. The clean, bold logo is easily reproducible and alludes to the idea that it is a caffeinated beverage rather than a traditional lemonade. Pucker will be manufactured in reusable glass bottles for the environmentally-conscious consumer. This is where it will stand out from competitors who use plastic packaging, in addition to being an actual beverage rather than a powdered drink mix.
