LOCAL COLOUR JUICE CO.
Student Work / Packaging Design
Create a package design and identity for the fictitious juice line from Bev Co. that is unique and will have shelf appeal to a specific target audience.
Target Audience: Women aged 21-45 who are environmentally and health conscious, and enjoy living a clean, organic lifestyle. They are up-to-date on new foods, love to cook and have non-linear taste preferences with their drinks.
Take a raw approach to the brand design of the juice line Local Colour, with handmade art and lettering that helps them stand out on shelves and relays their honest values and local, organic, and tasty ingredients.
To create a product for Bev Co. that has a unique selling position and the ability to stand out I decided to create a juice that would be made entirely from locally grown produce from the ecozones of Canada. By utilizing this produce and showing off the variety and beauty of the country, Local Colour fruit juices will be positioned as an organic, authentic and local alternative to the over-sugared and processed varieties currently on the market.
To appeal to the target audience and be bright against it’s competitors I decided to go with a clean and honest approach for the aesthetic style of the brand. The hand lettered logo, soft colour scheme and casual tone of the text is casual and approachable. The artwork creates a landscape that flows together and brings unity to the different flavours, relating back to the juice’s stance on bringing out the best of each ecozone’s diversity, while showing off the larger beauty of Canada.