Packaging and Merchandising Design / Project 1 - Label Redesign
Week 5 - Week 7 (20/10/25 - 03/11/25)
Felice Jolin (0373636)
Packaging
and Merchandising Design / Bachelor of Design (Hons) in Creative Media
Project
1 - Uncle Jeff Kombucha Label Redesign
TABLE OF CONTENT
LECTURES
Lecture notes available in Exercise 1 and Exercise 2
INSTRUCTION
Module Information Booklet
PROJECT 1
Click here to drive folder for illsutrator file
In project 1, we were assigned to create a label that is shelf-ready, distinctive, and clearly communicates the product's local authenticity, artisanal quality, and unique flavoring to the intended consumer.
We were to redesign label for Uncle Jeff Kombucha as the current label lacks a clear, professional visual identity and does not effectively communicate the brand's core values (local sourcing, artisanal quality) or its unique Malaysian flavor profile. Below is the assigment brief.
Fig 1.1 Assignment Brief
1. Moodboard & Reference
Fig 1.2 Moodboard (Week 5, 20/10/25)
I would like to redesign it inti minimalist style yet still has artisanal look. As I pick nutmeg flavour, the color wil be around red orange and green. While for the typography style, I want to have bold and also stylized hand-written font.
2. Sketch
Fig 2.1 Original design (Week 6, 27/10/25)
The original bottle label design has cluttered design with no visual hierarchy, making consumers hard to understand the product and identify the flavour. In addition, the design is different for large and small bottle, making it having no consistency, coherence and strong brand identity.
Therefore, this redesign is to address the problem, with clear and professional design showing identity and effectively conveying key information and brand's value.
Fig 2.2 Sketch (Week 6, 27/10/25)
I come up with 3 sketches for the label and also 3 choices for the logo. Mr.Shamsul suggested me to go with label sketch #3 while the logo i can use the first one. I also feel sketch #3 has clean and minimalist look but still conveying key messages.
3. Digitize
Mr.Shamsul provide us with the label template in Adobe Illustrator.
I start off with drawing the logo and other elemetns such as the scoby, liquid meurement, pot, jar, and leaf. The logo is made of the inisial of Uncle Jeff, also it resembles heart shape.
Fig 3.1 Progress (Week 6, 28/10/25)
Fig 3.2 Progress (Week 6, 28/10/25)
Fig 3.3 Progress (Week 6, 28/10/25)
As I have chosen the flavour nutmeg, I start to draw the illustration of nutmeg for the label's front side.
Fig 3.4 Progress (Week 6, 28/10/25)
Fig 3.5 Progress (Week 6, 29/10/25)
Next, I designed the other side part for ingredients and nutrition section.
Fig 3.6 Progress (Week 6, 30/10/25)
The information mostly were same with the previous design however, with clear visual hierarchy, balance and clean design.
Fig 3.7 Small bottle design draft 1 (Week 6, 30/10/25)
Fig 3.8 Large bottle design draft 1 (Week 6, 30/10/25)
Above was the first draft design. Mr.Shamsul suggested to move the logo more to the centre and the flavour text 'nutmeg' chang into inside color, not just outline. Below is the revised outcome for the label design.
Fig 3.9 Small bottle design fianl (Week 7, 03/11/25)
Fig 3.10 Large bottle design fianl (Week 7, 03/11/25)
4. Mock-up
Moving on, I begin to find mockup for the bottle. The first find the large size bottle. I pcik the one that's most similar to the original bottle as below. This image was from Freepik.
Fig 4.1 Large bottle mock-up (Week 7, 03/11/25)
Fig 4.2 Large bottle mock-up progress (Week 7, 03/11/25)
Fig 4.3 Large bottle mock-up progress (Week 7, 03/11/25)
Fig 4.4 Large bottle mock-up progress (Week 7, 03/11/25)
Fig 4.5 Large bottle mock-up progress (Week 7, 03/11/25)
Fig 4.8 Small bottle mock-up progress (Week 7, 03/11/25)
Fig 4.9 Small bottle mock-up progress (Week 7, 03/11/25)
Fig 4.10 Small bottle mock-up progress (Week 7, 03/11/25)
Fig 4.11 Small bottle mock-up (Week 7, 03/11/25)
Design Rationale
Visual Direction
The chosen visual direction
has a modern minimalist style with an artisanal touch,
reflecting a professionalism and handcrafted
authenticity. The goal is to create a label design that is
clean, showing a sense of fresh, natural and modern, while
still maintaining a warmth and welcoming feel that align
with the brand’s local and artisanal value.
By focusing on minimal yet meaningful design elements, the new label communicates freshness, trust, and authenticity qualities for an artisanal beverage brand like Uncle Jeff Kombucha. As in a label design, much information should be included, therefore, I took a modern minimalist approach to emphasize balance and clarity, ensuring that all information placed is visible, with good legibility.
I also ensure clean layout with spacing and structured alignment, making the label more readable and eye pleasing. Simplicity helps products stand out while showing transparency of the message and brand's goal. The artisanal touch gives a sense of warmth and connection.
Current label design
The current
label design lacks a strong professional visual identity and
does not effectively communicate the brand’s values. The
design is cluttered with visual hierarchy, making it harder
for customers to identify the flavor and brand. The redesign
addresses these issues by introducing a clean and tidy
layout, balanced design, clear typography, and consistent
color palette which enhance readability and visual
appeal.
New label design
The new label focuses on
clarity and simplicity, ensuring all important product
information is easy to read and well-organized and easy
product identification. The aim is also to enhance the
brand's value of artisanal, local authenticity and
organic.
Illustration
To enhance the visual
appeal, illustrations will be added to enhance the
overall design and reflect the handcrafted nature of the
brand. As choosing nutmeg flavour for this redesign,
illustrations of nutmeg, leaves, scoby, and other
elements are included to visually highlight the flavor, also
to reinforce the product’s natural origin. The illustration
style is a clean minimal form with simple lines. This
illustration will help consumers understand the product
better and immediately identify the variant flavour. Overall
it will help consumers feel connected with the product and
ingredients.
Color
As choosing nutmeg flavour, it serves as
the key content of this label's design. Therefore, range is
the dominant tone to represent the nutmeg flavor. Orange
color reflects the rich quality of nutmeg while reflecting
energy, freshness, and warmth. It will make the product
appear lively and inviting. To balance the design, green is
used as the secondary color complementing the accents of
nature, health, and balance. This color combination creates
a vibrant appearance with attractive and organic feels which
make it stand out for consumers to recognize. While the
color also reflects health, natural and organic, it will
definitely attract healthy-conscious consumers.
Typography
The typography combines both bold,
sans serif typeface with a stylized handwritten font. This
shows clear hierarchy and balances design.The bold
sans-serif type is used for the brand name and core product
information, ensuring legibility and readability. It
represents confidence, trust, and professionalism. On the
other hand, the handwritten font expresses personal tone,
reflecting the handmade care that is in the product’s
crafting process. The contrast of both typefaces has created
a dynamic of clean modern type and organic handwritten style
that feels approachable. It also reflects that the brand is
professional and traditional at the same time.
Through this redesign, the label reflects simplicity, freshness, authenticity, and professionalism. However simple, crucial information is organized in a proper order to ease consumers’ readability. Moreover, it visually communicates the brand’s core values of quality, craftsmanship, and local authenticity. The redesign will also make consumers quickly recognize and identify the flavour and product type. In conclusion, this is a minimalist approach that makes a product stand out on the shelf by emphasizing both modern and artisanal value and enhancing brand's value which leads to increasing trustworthiness for consumers.
FINAL OUTCOME
Below is the link to the illustrator file :
https://drive.google.com/drive/u/0/folders/1gdmegZN3rsqEt2mo9ftzg1lL2Hpcj6_C
Label Size Large bottle : 9.5cm(h) x 18.5cm(w)
Fig 5.1 Large bottle label design (Week 7, 03/11/25)
Label Size Small bottle : 6cm(h) x 14.5cm(w)
Fig 5.2 Small bottle label design (Week 7, 03/11/25)
Fig 5.3 Large bottle mock-up (Week 7, 03/11/25)
Fig 5.4 Small bottle mock-up (Week 7, 03/11/25)
Fig 5.5 Design Rationale (Week 7, 03/11/25)
FEEDBACK
Week 6
General Feedback :
Mr.Shamsul briefed us with projetc 1 and see our sketches.
Specific Feedback : Mr.Shamsul picked my third sketch and first choice of logo.
Week 7
General Feedback:
Consultation on project 1
Specific Feedback:
Mr.Shamsul suggested me to move the logo nearer to centre, and the
flavour text 'nutmeg' change from only outline into color fill.
Overall is clean and tidy.
REFLECTION
Experience
Previous exercise were more practical rather than this task. I am very
excited to redesign the label for Uncle Jeff Kombucha as the original one
looks quite off. Througout the process, although I had limited time, I am
grateful to be able to complete this task on time. However, I was
struggling to find the sutiable mock-up and it took me a while to pick one
that is similar to kombucha glass bottle.
Observation
During class, I've observed my peers
having different style of sketches, with different flavours. We ask for
each others' suggestions and opinions. I've observe that the size of the
label for front part, left and right is different, thankfully, Mr.Shamsul
provide us with the template.
Finding
Designing lable might look easy, However, when really doing it, much
details and dedication need to be poured. With a nuch of informations to
be included, I amde sure that all text are clear and not cluttered. I
would like to convey key messages with minimalist look.
.jpg)
Komentar
Posting Komentar