Graphic Design/ Brand Design/ Packaging
Gravitea — The Brief
To create a canned product, including name, packaging design, and multiple flavors. Styling must be similar enough to be clear that multiple products were created by the same brand, but have sufficient contrast to distinguish between different flavors. I then expanded this product into merchandise.
The Inspiration
I was driving the four-hour trip from Corpus Christi to Austin late one night and wanted some caffeine. Honestly, I’m a big sucker for milk tea. I can’t stand the taste of coffee or energy drinks, so tea is where it’s at. However, finding milk tea is super difficult, there may be one brand at your average grocery store, and forget finding it at a gas station. Meanwhile, coffee and latte’s of all kinds and brands are available at grocers and convenience stores.
I’ll admit, I was frustrated. With the popularity of tea growing, I know that the market is there. Yet I asked myself: how can I grab the attention of those who don’t drink tea? Many people consider coffee their go-to drink, so what is the best way to push past preconceived ideas about tea and make it exciting?
Goals
Create eye-catching packaging that will stand out on a shelf, no matter where it is. Use colors and styling that is not only fun and exciting, but electrifying.
Packaging must hold to the brand, with a clear visual hierarchy, have consistency without blandness, clear readability, and contain all legal aspects packaging in stores need.
Design an aesthetic that can be applied to other merchandise, and create a brand opportunity not only limited to the original product.
Ideation
I was inspired by the vaporwave and synthwave aesthetic. The vibrant colors, 80’s nostolgia, with a futuristic twist calls to a wide range of ages and has popularity in music, clothing, and gaming. My first steps were to establish a mood board and initial color palette. These images and colors became a springboard for many of my own ideas, and something I would refer back to throughout the entire process.
Moodboards
Initial Color Palette
I started with some mood boards, while also exploring some initial color palettes. From there I moved on to sketching, I had 3 main ideas for a ‘vibe’, and explored directions for each of those.
Logo and Visuals
I decided to use the typeface Alien Encounters for it’s retro game vibe, bold lettering, with thin horizontal lines that add interest and texture without detracting from the overall readability.
Neon, gradients, and a typeface that elicits classic gaming feel come together to create a retro-futuristic vibe in these alternative logos.
A throwback to classic Windows, pixelated art and typefaces, and repeating shapes calls to the nostalgia with a hint of surrealism that the synthwave and vaporwave styles elicit. Exciting naming conventions and tea puns add to the laid-back and fun atmosphere of the branding.
Final Solutions
The final solution includes three flavors of canned tea, each with distinct packaging, along with hoodies and snapbacks that feature elements from each flavor. Three sets of flavor with three sets of hoodies and hats to match.
Final Reflection
This was a project I had an absolute blast with. From start to finish, creating something with such a wide range in colors and imagery—while staying with a clearly defined aesthetic that I already loved— made for a project I not only love the outcome of, but can proudly call my own.
If I had more time to dedicate to this project I would expand the merchandise to include t-shirts, stickers, and more to really flesh out the brand. Creating an entire branding system would be a dream to take this idea and absolutely run with it.