Software used:
Software used:
Branding & Identity:
Branding & Identity:
Frooty Smoothies:
This was a self-initiated project where I wanted to give myself the initial challenge of creating a fun, energetic typeface, to develop type-design skills. I further decided to combine this with a branding and packaging design element, to help diversify my portfolio.
I wanted this typeface to have a fun and playful tone of voice to it, so I digitally-illustrated each letter by hand. The imperfections that came from illustrating these letterforms, such as wonky edges, far-from-straight lines, etc, were a positive thing as they helped me strengthen the tone of voice I was wanting to convey. As well as this, a lot of the letterforms were given curled flourishes that extended from strokes, to try and visualise this energetic feel in a static environment.
I named the typeface "Flourish Sans", and decided to develop it by utilising it as a primary visual in the design of a hypothetical brand that would have the same personality as this typeface.
For the brand, I came up with "Frooty Smoothies", a smoothie company who have a focus on feeling fun and fresh, using these positive aspects to promote their products.
Above is the logo design that utilises the typeface. To emphasise this fun, energetic feeling, the letterforms were individually placed, therefore not conforming to a set baseline. This also allowed me to ensure that the letterforms fit-together the best that they could, giving the decorative flourishes the space to breathe.
When deciding on a colour palette for the brand, I went with colours that visualised fresh fruits, primarily warm tones, while retaining this bright, playful tone of voice.
I then decided to further apply this brand and its visuals to a physical element. I hadn't had the opportunity to work on much packaging design before, so decided to apply the brand to packaged outcomes.
I designed wrap-around labels for smoothie bottles, designing for a strawberry flavoured smoothie and a banana flavoured smoothie. With designing these labels, to ensure that it was an exciting design, I combined the typeface with an illustrated style. Illustration is a passion of mine and I felt that this visual approach would successfully communicate this fun, playful personality of my brand. I used Procreate to digitally-illustrate textured patterns to visualise each fruit, utilising my previously-decided colour scheme.
This illustrated style that I carried into the label designs allowed me to reach a thorough level of detail. I utilised a variety of textured brushes to achieve a realistic look of fruit textures, yet I was able to manipulate it in a way that allowed me to keep the bold, playful look that I wanted to.
I also brought illustrated aspects into the logo; illustrating leaves on the first 'o' in Frooty to represent a fruit, also applying these leaves to other assets of the labels to make duller areas seem more interesting to look at.
To make my labels feel slightly more realistic, I added in the nutritional values, a barcode and contact info of the company. With presenting my labels, as well as flat versions, I also applied them to a 3D bottle mockup which is seen above. This really helped to finalise the project, and to visualise the brand in a realistic setting.
