Client: York College Coursework
Brief: Create the branding and packaging for a new cold brew coffee brand.
The target market is people of both sex’s aged between 20-35. People who are concerned with current trends but still consider themselves to be different and unique and therefore the product needs to reflect this in it’s design.
Response: After much research and brainstorming I came up witht ‘Hare&Tortoise’. As a brand I believe it’s a strong concept with the tortoise symbolising the long careful process of brewing the coffee and the hare symbolising the cool edgy side and the high-energy caffeinated result of the drink. I decided to design the symbols for the logo as I wanted to show the complex chemical process as well as the filtration methods whilst still having an aesthetic that would appeal to the target market.
With carefully selected font’s purposefully chosen for their angular nature and a colour scheme that express’s the nature of the bottle’s contents. A bold orange was chosen as the primary colour for the brand due to it’s connotations of warmth and fire to subtle symbolize the traditional roasting of a coffee bean. Consistent graphic styles have been applied to every element of the final products leading to a strong design.
