Project: Green Faery Ale
Project Overview
For this project, I was tasked to come up with a fictional beverage or snack brand which would need packaging for three different flavors. This project focused on creating a logo and packaging. Green Faery Ale is a light beer made for people who care about the environment.
Research
While doing research for my fictional brand, I looked at other beer companies and found that the majority of their logos are very sporty-looking and seem to appeal to a mostly male audience. I wanted the logo to be less masculine and more feminine. I wanted to create a brand that stood out from the competition by focusing on a light alcoholic beverage for young women in their 20s who choose to purchase from companies with sustainable business practices.
Target demographic moodboards and brand overview moodboard
Development: Logo
While thumbnailing, I knew I definitely wanted to depict some sort of nature motif to represent the sustainable core value of my fictional brand. I played around with combinations of mountains, leaves, mushrooms, ginger, fairy wings and even experimented with variations of a fairy mascot.
Thumbnail sketches for logo
My first few drafts of the Green Faery Ale logo had several issues, ranging from trouble with hierarchy to problems with the typography. I eventually settled on a modified version of the bottom center logo.
First three digitized sketches of logo
Final Execution: Logo
This final solution of the logo allowed me to include all the nature motifs I wanted, while still being simplified. I also wanted to visually represent both leaves as "fairy wings" on each side of the mountain.
Development: Packaging
For the packaging of Green Faery Ale, I wanted the design to have a calming effect on the consumer. I was sketching thumbnails of more nature themes in the beer label, such as trees, mountains, and the ingredients of the flavor of the beer.
Packaging thumbnails
Final Execution: Packaging
I received feedback from the first draft of packaging that it didn't have a concept. The raw ingredient and the fairy combine to create a new visual metaphor in this final draft. For the final execution of the Green Faery Ale packaging, I chose not to use a human-like fairy. I wanted an image that suggested the raw flavor itself was a fairy. I wanted to visually communicate so that the consumer could imagine the raw ingredient as a fairy to make the packaging more memorable.
Beer bottle label flats
Mockups
