Project Type
Date
Role
Location
CPG - Illustration - Branding & Logo Design
May 2020
Lead Designer
Toronto, ON
Project Description: Comprehensive Rebranding for The Smoothie Lab
The core focus of the Smoothie Lab rebranding endeavour revolved around the meticulous design of four distinct yet interrelated elements: the packaging for the beverage bottles, the packaging for the convenient carry-case, the company's logo, and the captivating illustrations that would serve as the foundation for each component.
In my capacity as the lead designer, I assumed a pivotal role in orchestrating the creative vision and shaping the design concepts that would ultimately culminate in the final product.
Our approach was underpinned by an extensive analysis of demographics and detailed customer profiling. This diligent research and insight-gathering process empowered my team and me to engineer a visual identity that would boldly distinguish The Smoothie Lab within its competitive market milieu.
For the packaging of the beverage bottles and the accompanying carry-case, our objective was to create a cohesive design language that harmonized aesthetics, functionality, and brand essence. Each element was meticulously crafted to reinforce the overarching brand identity while catering to the practical needs of the consumer.
Simultaneously, the company's logo underwent a transformation to encapsulate the essence of Smoothie Lab. The logo became a symbol of quality, health, and vibrancy, more accurately representing the brand's core values.
The pièce de résistance of this project, however, lay in the creation of captivating illustrations. These bespoke artworks served as the visual cornerstone of the entire rebranding initiative. With painstaking attention to detail, we crafted illustrations that not only resonated with the target audience but also seamlessly integrated into the design of the packaging and branding materials.
In summary, Smoothie Lab's rebranding venture was a testament to the synergy of strategic design thinking, consumer insights, and artistic creativity. The resulting visual identity is a compelling representation of the brand's commitment to excellence, health, and innovation, poised to captivate consumers and carve a distinct niche in the competitive marketplace.
