The purpose of this project was to design in a group, an entire brand around a CBD based product, which in this instance was for a beverage called Elevate. The task itself was divvied up between group members and I was responsible for multiple parts including the Brand manual. On the other hand, the logo was more of a collaborative project that I heavily worked on.
The main goal for the brand was to have a nice bouncy, friendly yet energetic nature. With that said we opted for a more Bold and simplistic style shown through the wordmark’s and logo’s rounded corners, and bright red and solid black for the colour palette. The Brand manual also opted for a similar look, with it having simple and clean in design.
The final design for the packaging was only decided upon after many iterations. Originally the product would’ve consisted of 3 variants each differing in appearance and dosage of CBD. After receiving feedback from other people, the 3 variants concept was dropped for a simpler streamlined single variant.
Alongside the other parts of the IMC, a video advert was also created in Adobe After Effects. It showcases the feeling and energy of the brand along side the product and its flavours using stock footage and kinetic text.
