DIESEL WATCH

Men's Chronograph Mega Chief Red Silicone Strap Watch Campaign

BRAND

The lifestyle Diesel promotes is a high end street wear in that it has both high quality standards and illustrates a tough attitude in an affordable product to its consumer. The tough attitude Diesel shows is one that they use while marketing its products, for they describe it as  “in-ya-face marketing campaigns”. They use bold statements such as the one for their watches “Only the Brave” to highlight the attitude and aesthetic that the brand strives for.


BRIEF

The creative brief was to design the new marketing campaign for the release of the Men's Chronograph Mega Chief Red Silicone Strap Watch and market towards the target audience; the audience being middle to upper class active business men. The marketing campaign needed to consist of the creation of an ad and the point of purchase display using visuals that would appeal to this audience.

DESIGN

The design for this watch needed to focus on the Diesel branding and the audience as well. I approached it by highlighting the boldness of the Diesel brand and the technological aspects of the watch. Thereby creating a graphic design that would show that boldness and the technical components of the watch and packaging itself.

 
 

PEG BAR

ANIMATION STUDIO

Animation Studio Rebrand

BRAND

Peg Bar Animation Studio is an award-winning animation studio based in Sacramento. They are named Peg Bar because a peg bar is a traditional animation tool used to hold the drawings in place and they want to uphold that animation tradition in their work. Peg Bar specialize in traditional character animation, computer animation and the blend of both mediums. They create films, broadcast and advertising entertainment. They are currently developing projects for broadcast and want to reband to expand on their image and illustrate their new potential.


BRIEF

The brief was to rebrand and create a contemporary logo that still shows aspects of the traditional behind animation. It was also advice to bring in their mascot into the logo that represents them. Further they did not want to lose the idea of pegbar and as well as show motion in their new identity to highlight what the company does.


DESIGN

When designing for Peg Bar I found simplifying their mascot as well as showing it in front of a round cornered rectangle would illustrate movement, the peg bar, and a clean icon. The rectangle behind the mascot allows there to be negative space and helps this logo be two colored. The colors were chosen to represent a nice professional look with the dark purple and the blue to show the brightness that animation gives. The fonts were meant to show a clean and traditional feel; the first font is a custom made font and the second font is a serif font, called Anziano Pro, it is used to show the tradition and long standing of this company. These aspects combined portray an appropriate logo for Peg Bar Animation Studio to use on their media and illustrate their identity perfectly.

 
 

ELIXIR

Company Launch

BRAND

Elixir is a brand that wants to create natural water that liberates stress, gives energy, and helps with focusing. They want to focus on the products aspect to help medically and as well as demonstrate the health benefits this product has. The company stands by the mission to help its consumer in a natural and friendly way.


BRIEF

Elixir is doing a product launch of three drinks made up of three unconventional flavors; dragon fruit, snake fruit, and star fruit. They want to illustrate the medical advantages this product has of helping energize, clear the skin, and helps focus the mind of the consumer. Additionally they want the show that the flavors of these fruits are magical enough to promote these medical advances. To create such a branding system Elixir needed a logo that represents what they stand for, package design for their product, and as well as social media presents to help with the product launch. 


DESIGN

In designing the logo for Elixir I went around it by modifying a font that had magical qualities to it and added the stars in the i’s of Elixir. The stars also represent plus signs to indicate the medical aspects of the product. When it came to the color choice for the logo I chose a slight yellow tinted white to depict the energy the drink will give you. I also placed the logo vertically to balance out the design of it with the illustrations. The illustrations on the bottles show the natural color of the fruit and depict the fruit turning into their name, as in the dragon fruit turning into a dragon and so on. In doing so I wanted this concept to push the magical capabilities of the drink. This was also to help push forward the natural aspect of the product and natural flavoring it contains. Then to tie it all together a glass bottle was chosen for a clean and medical look.

 
 

LOVE YOURSELF

Social Media Project

BRAND

Love Yourself is a non-profit social media project and education organization providing community programs which promote self-awareness, self-acceptance, self-esteem and skill building. It is our belief that with a strong relationship to the self, every individual can contribute to a future with loving regard for all living beings and the environment. Love yourself believes that the world can heal with art and self-love. With the help of others and our commitment to changing the way we think about ourselves, we invite you to create an event in your country, neighborhood and schools. The social media project is spread by posting origami hearts that have written on them what one loves about themselves on it.


Take Action and Follow the Movement!


BRIEF

The brief was to create a packaging product for followers of the Love Yourself Project that would help in spreading the message and brand values of loving yourself. This would need to include the packaging, postcards, and various merchandising products, such as stickers, shirts, etc. There would also need to be a new logo design and a poster design to further help spread the message. 


DESIGN

In designing the Love Yourself logo, the combination of origami folding and the message was needed. To accomplish this I made a custom font and locked it up using grids to portray the folding in origami. I added a heart at the end to emphasize the message as well as acts as a period to show the strength in the statement being made. The color chosen for the brand had to be friendly, soft, and neutral for all, so a lilac purple felt the best in fitting with the love yourself message. For the packaging design a heart was used to draw the parallel with the logo. Inside the package shirt, stickers, a postcard with the brand message, markers, custom origami paper, and origami paper pack were designed using the new logo. For the poster design the concept of an origami heart needing to be incorporated was crucial. Therefore I created a poster that has instructions for folding an origami heart and actually having the love yourself logo appear on the front face of the heart. Thereby pulling the whole brand system together and creating an appropriate design for this project.

 
 

SM 

ENTERTAINMENT

Annual Report

BRAND

SM Entertainment is one of the top entertainment companies in South Korean. They are a strong believer in the future of culture technology and as a company they want to create the best cultural content and entertainers by using state-of-the-art culture technologies. The company mission is to promote Korean culture around the world and touch people's hearts along the way. For they want to contribute to the national economic growth in South Korea and be able to promote an affluent life for everyone.


BRIEF

Develop Sm Entertainment's Annual report using their logo and branding guides that reflect their brand values. Specifically highlight the future of culture technology in the presentation of your design. This package will be given to their investors and be delivered personally; it should be unique and pertain to their business model. 


DESIGN

The annual report design has a layout that is clean and professional like the company. It has charts, graphs, and imagery that pertain to SM Entertainment’s talent, and charts illustrating a speaker, earphones, etc. for the company is mainly music focused. The annual report is a premium lay flat book. The packaging presentation was the main component to design. It is a 10x10 acrylic bluetooth speaker that has light up capabilities that shine through the logo and branding elements on it. The top of the speaker has a holder where the annual report fits and as well as a poster design with the company logo; so investors can proudly hang them on their walls and show that they are proud supporters of the future of culture technology.

 
 
 

KEELIA

HOT SAUCE

Hot Sauce Line

BRAND

Keelia Hot Sauce is a brand that was established in Latin America, specifically in Mexico City. The brand has used elements of the Latin American culture in their branding and identity for multiple sauce lines. They believe that the latin culture and Mexico city’s art should be illustrated and displayed in their products.

BRIEF

Keelia Hot Sauce is launching a line of three sauces mild, medium, and hot that are marketed to U.S. consumers. They want a concept that relates to Mexico cities art and enhances their name in the U.S. market. The Keelia brand will need a logo design, three label designs, sauce containers, and a package that holds all three sauces of the line.


DESIGN

I found the name Keelia Hot Sauce sounding like kill you, which relates back to the boldness that hot sauce flavors can have in stating their spice level. I further researched Mexico City art and found that they have three Greek goddess statues around the city that are powerful and could kill you. This concept led to using these goddesses as the inspiration and illustrations for the product. The three goddesses are Cibeles, Victoria, and Diana. 


Cibeles is the goddess of divinity of earth, also known as mother earth. She can be seen seated on a chariot being pulled by two lions to symbolize her connection to earth due to the lion being the king of earth. This made her the perfect goddess candidate for the mild hot sauce.  The second goddess is Victoria she is the goddess of victory and symbolizes war, justice, and peace. She is winged and is called the Angel of Independence in Mexico, for it is believed she helped Mexico win the war of independence. She was perfect for the medium sauce. The last goddess is Diana and she is the goddess of hunting, moon, and nature. She is a triple deity and the goddess of the underworld. Thereby putting here at the strongest level of sauce, hot. With these three goddesses combined and their power they were the perfect concept to use for the hot sauce, due to the element that they can kill you.


The label design and jar were chosen to highlight the goddess aspect of the illustrations as well as the color and strength of the sauce. The logo design is meant to further depict the goddess concept by it being a serif font called Operetta 12 and is modified to be unique to the company. This font is further used in the packaging to elevate the concept of divine goddesses, which spice level will have you killed. There are also peppers at the bottom of the package to indicate the spice level of the sauce and as well as the deadliness of each goddess.

 

ARACHNID

Music Album Design

BRAND

Arachnid is a new multi-talented solo R&B artist. He composes, produces, and writes his own music. His music is dark but has a light tone given off by the lyrics of the song. He hopes to touch people with his music, display professionalism, and meaningful music to his audience. 


BRIEF

Arachnid's first album titled spydey is about the hardships of becoming an artist and beating the odds. He wants to illustrate the strength it takes to become an artist and find his why. Hence the name of his album being spydey because he wants to discover his why in a spider. The lyrics in the title track are about how a spider makes its web and once its destroyed does it all over again. He is constantly asking himself why throughout the song. That is what he wants to show the dark side, yet the goodness of working again.


DESIGN

The icon design for Arachnid’s album has to be bold, strong, and portray the title track in a specific way. I chose to create an embossed spider icon to illustrate the deepness of his lyrics message. As well as to encapsulate Arachnid’s strength, masculinity,  the golden boy aspect and charm he has. His golden boy personality helped in choosing the gold color for his album and is used to not only represent him, but as well as the lyrical tones he evokes.The black color is used to show a contrast from this being the deep and dark concepts he touches on in this album. The interior design of the CD has spiders and webbing for the strong masuline tone being given off in the album. The lyric book and photo cards were also designed with this in mind.

 
 

REBEL

New Clothing Line Branding

BRAND

Rebel is a new line of clothing that is hip, urban, edgy and has a target demographic of 18-35 females & males. They believe that rebels should have style and are lovers of throwing their clothes on the floor when looking for the right rebellious outfit. 


BRIEF

Rebel Clothing is establishing their brand identity and needs to fit with their rebelliousness . The brand would need a logo to brand with, posters that have the brand's message on it, hang tags for the clothing, and a clothing display for the store.


DESIGN

The Rebel logo had to show a form of rebellion, so a textured font would be able to display this. The R in rebel would be used for branding and as well as a mark using the fonts texture for further branding purposes. The colors used were chosen to display the freedom of being a rebel and edginess of it. For the posters Rebel’s phrase was used, that of which being rebel with style and had the mark as the divider for the rebel logo and the phrase. Further the posters have the clothing on the floor, which is a trait that rebels tend to have, yet it is not limited to. This concept also pulls from the idea that everyone can be a rebel as long as they do it with style in the Rebel brand eyes. The hang tags also have the mark on it to show the continuation of the brand. Then for the display metal tables were used to show the edgy look of the brand, the brand posters on the wall for the hip aspect, and the concrete for the urban aspect of the brand. Together these elements created the rebel solution for the brand.


 
 
 

GHETTO FAB

BREWING COMPANY

Brewing Company Line

BRAND

Ghetto Fab Brewing Company is based in LA that loves the aspect of the city's ghetto, yet fabulous way. The founder is a spray paint artist that fell in love with the brewing process and wanted to combine the joy of spray painting and drink beer after working with spray paint. 


BRIEF

The brewing company wants a graffiti oriented beer can for its three fruit pale ale flavors of cherry, blueberry, and peach. The can design is necessary because of the founders love of spray paint cans and how well they feel in the hand. Further a graffiti inspired logo and packaging for a six pack containing the three flavors should also show the spray paint concept. Yet it should be clean graffiti so the consumer does not get it confused with a spray paint can.


DESIGN

The Ghetto Fab logo was custom made to illustrate the graffiti handwriting concept for the client. The color of the logo was to be mainly black, because that is the main color graffiti artists have. For the cans and illustrations of the flavors graffiti drips were used to indicate the graffiti concept. The white background and colors that are used where to keep the art clean and show the distinction of the flavor of each pale ale. For the packages spray paint bottle containers where researched and angled holders for spray paint was common. This led to customingly making the package, so that these beer cans could have the spray paint concept. The package and apparel have an embroidery effect from black to white to really illustrate the spray paint concept of the product; which ties the branding concept of spray paint all together.

 

HUNKY CHICKEN

RESTAURANT

New Restaurant Launch

BRAND

The Hunky Chicken brand doesn't want customers; they want a culture surrounding their food. The brand draws influence from South Korea’s love of chicken and beer as a favorite food pair and the whole culture surrounding it. They want people to love their fried chicken and to stand by it. Hunky Chicken hopes to make a bold statement with fried chicken and beer as a pair and bring that culture love and aspect to it.


BRIEF

Hunky Chicken Restaurant is looking to launch and they want their brand to be a culture, like the biker community. They want people together and around to love their business and the food they serve. 


DESIGN

In designing for the Hunky Chicken Restaurant creating an emblem for them was the best way to illustrate their mission of wanting to be a culture and community based restaurant. The chicken design was made to look hunky and cool; the circles lockup the logo and make it hold up as an emblem as well as hold the restaurant name itself. These elements combined with the color choice of red and yellow depict a strong emblem that the Hunky Chicken culture can surround themselves with. The menu design is diner style and has charcoal color and texture to contrast with the logo and as well as show the boldness of the chicken and beer pairing. For apparel a leather jacket was the right choice to put the emblem on and help with the merchandising of the Hunky Chicken culture. For the take out containers and food bags an eco friendly material was chosen, so as to keep the culture clean and as well as depicts the friendliness of the restaurant's mission.

 

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