Morning Ritual
Fall 2024 | Adobe Illustrator, Photoshop, Dielines, Creative Brief Production
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What is this project?
For this project, I developed a comprehensive brand identity, strategy, and campaign direction for a fictional tea company called Morning Ritual. The primary objective was to create an engaging packaging design that would appeal to tea enthusiasts while emphasizing the brand’s whimsical aesthetic, eco-friendly values, and commitment to using quality ingredients. The challenge was to differentiate Morning Ritual from other tea brands in a crowded market, ensuring that the design was both visually appealing and aligned with the company’s ethos.
How did I prepare?
To prepare for the packaging design, I began by researching competing tea brands. I analyzed their color schemes, graphic elements, and overall design strategies. Many of these brands relied on realistic leaf graphics and utilized predominantly green and yellow color palettes, reflecting the natural and organic qualities of their products. In order to make Morning Ritual stand out on grocery store shelves, I chose a vibrant purple as the primary color for the packaging. This bold choice contrasted with the typical green tones used by competitors, ensuring that the product would be more eye-catching and memorable for consumers.
How did I put my plan into action?
Once the brand identity and strategy were defined, I created a detailed creative brief outlining the target audience, challenges, insights, unique selling proposition, and brand personality. With this foundation, I began working on the packaging design and applied it to die lines to visualize the final product. However, during this process, I noticed that the composition felt slightly unwelcoming, and the typography was difficult to read. Recognizing these issues, I revisited the design and revised both the typography and layout to improve clarity and accessibility. This iterative process allowed me to refine the design to better align with the brand’s objectives and appeal to the target audience.
What were my results and lessons?
The final packaging design was well-received, and I presented my work to both my peers and professor, ultimately earning a perfect score. The project taught me the importance of thoughtful composition and typography in creating effective packaging. It also highlighted the value of researching competitors and understanding market trends in order to differentiate a new brand. This experience reinforced my ability to refine designs based on feedback and allowed me to hone my skills in both the creative and problem-solving aspects of design.
