FLUX
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WAVE
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FLUX ~ WAVE ~
Craft Soda Brand Sprint
Brand Strategy, Brand Identity, Packaging
Art Direction: Caleb Heissey
I was asked to design two distinctive brands for a new craft soda company in just three weeks. The clients, Elise and Tammy, wanted to differentiate themselves from other craft soda companies with unique branding that would help them reach a national audience. Through my competitive analysis, I identified two key directions: a minimal soda that focuses on clean, simple ingredients, and a transparent soda that is honest about its origins and ingredients.
Direction 1: Transparency
For the transparent direction, I created the Wave brand, which capitalized on the alternative natural ingredients in the soda. The visual identity was based on the idea of fluidity and clarity, with a handmade logotype and wavy illustrations that were purposefully imperfect to uphold the natural ethos of the product. I proposed a clear glass bottle with a die-cut label to showcase the colorful liquid.
Direction 2: Minimalism
For the minimal direction, I created the Flux brand, which used clean ingredients to market to gym-goers. The visual identity was minimal and forward-thinking, with a flourish icon and bright pop of color to reference the flavor. I proposed a sleek can with bold high-contrast graphics to stand out against other alternative clean drinks on the market.
Reflection
Overall, this project taught me the importance of setting up a solid foundation of research and precedent before making design decisions and the need to make quick, thoughtful decisions while also being willing to "kill your darlings" to find a solution that works.