Fruit CBD Seltzer
Brandingaugust 2020
Moodboard
To begin this branding project, I started off with using Pinterest to gather inspiration. I included imagery that inspired me for the mood, color pallete, illustration style, and typography for my imaginary Seltzer brand. I compiled my findings into a mood board so I could reference it throughout my design process and use it was a method to make sure I didn’t stray from my original concept.![](https://freight.cargo.site/t/original/i/341b9e73ffbc6f6c20d32140116a88df28e1d28c3c27ff0a5ba10774b8201cd7/PersonalProject-MoodBoard.jpg)
Process
Below documents how I ended up with the final design. I played with scale, color and layout all while mocking up the design on a can to see it in practice. In these steps you can see I am playing with balancing all the elements that come together to be the final design.![](https://freight.cargo.site/t/original/i/0c0377f97c0960344a8000d0c04ff68dcb899eae1e46fc99ac59bed52c8bdef9/PersonalProject-Process.jpg)
Final Branding
My initial idea was I wanted to create a seltzer that someone would stumble upon in a bodega and be excited to try. FRUIT’s packaging is bold & colorful, just like the beverage inside the cans. For the logo I created two iterations, one focusing on the ambiguous fruit icon, and the second a bold typographic logo incorporating the icon into the dot on the letter I. For each flavor profile I included an additional accent color, and blocky illustrations of the fruit.
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![](https://freight.cargo.site/t/original/i/816ceeb64c897d7f64111da04cb8ccebe32f461087d88833743b4752782c42d4/Canvas-Tote-Bag-MockUp.jpg)
![](https://freight.cargo.site/t/original/i/efaaf4ade117579d3cdbeabb40888d2fda6985ec1966fa30363cb67cdda25f7b/Sticker-on-Laptop-Mockup-4.jpg)
Marketing
I designed wheat pastings that would be put across a city to market the product. I chose to include fruit puns to add to the brand’s fun tone of voice.
![](https://freight.cargo.site/t/original/i/4aa1267d483102ef28ce9e3560a19d161d5e6ece4ea2cc24660a5027768100ad/Wheatposters-Fruit.jpg)
Typeset in EB Garamound and Karla