Flux is a product that stands apart from its competition. Its emphasis on natural and limited ingredients is a big draw to those wanting to be healthy. But, since the target is younger, the brand also has to be bright and bold to appeal to a bigger audience. The appeal comes from both a health-conscious mindset, and a visual and socially exciting draw.
Through research and insight, we discovered that the best approach was leaning into the visual impact of the bold and exciting packaging and intriguing writing and secondarily highlighting the health benefits. This would ensure that the broad audience is excited about the energy drink, and also feels like they're making a positive choice for their health at the same time.
The logotype and main titles on the packaging were hand drawn to give the design a personal and tactile experience. The logotype captures the dynamic tone of movement and fun by it’s bold and angled hand-lettered type. Since Flux didn’t have existing branding until this, I was able to discover from scratch an engaging brand identity that catered well to the brand strategy.
The goal of all visuals was to evoke a feeling of excitement and exploration. Photography wasn’t used, instead background illustrations, gradients, and textures were used to capture a feeling of flow and discovery rather than a specific location.
The visual elements aimed at displaying a subjective positive experience, and the visual theme of flow was used throughout. A vibrant colour palette and half-tone dots throughout also added a unique texture that brings the design to life.
The packaging design shows movement and action through the use of the large bubble shapes and angled bold type. And the colours contrast one another to be distinct while still clearly connected.
The ad designs play with the bold type used in the logo and packaging using large type and dynamic copy. And the background images continue the theme of movement and exploration.
While working as an in-house designer, I had the opportunity to refresh Knowledgehook's brand, including the main logo, colours, typography, illustrations, and style guides.
Freelance project for a non-profit organization, designing both a book cover and interior with illustrations for two books by the same author. The designs have hand-lettered titles, illustrated covers, and illustrations throughout that utilize AR technology.
Jay's Cafe is a personal design project for a cozy cafe. Exchanging small tables for comfy booths and couches, Jay's Cafe provides a friendly atmosphere to spend the day in. The logo and designs reflect the warm and inviting tone for this fictional cafe.
