Suzanne Smith Illustrator, Designer & Owner

ABOUT

The brief was to create a brand identity and packaging for their new range of smoothies to be sold in Dubai. Two logos needed to be created, one in English and another in Arabic, with 'Whole' being the main brand and 'Smoothie' being interchangeable, with other products being released under the 'Whole' brand. Another of the requirements was to have illustrations of the fruit on the labels. The labels needed to have three sides, one for each logo and another for the product ingredients and information. The design needed to be modern and fresh, and be able to compete with other smoothie and juice brands, such as Tropicana.

Having researched product labels in Dubai, I noticed many labels had exact replica graphics for the English and Arabic sides; I didn't follow this solution as bottles very rarely sit exactly straight on on the shelf, I thought that it was key to find a solution where the labels worked as a whole design, bringing both the English and Arabic sides together.

The concept was based on the brand having a variety of products, all with natural ingredients, that are different but work beautifully together; I created new unique letterforms in both Arabic and English for the 'Whole' brand, to reflect this and to give the brand a modern twist, that would stand strong amongst its competitors. The illustrations are hand drawn pen illustrations, digitised and transformed to vector illustrations, with colour added in Photoshop; the illustration style and brand colours were selected to reflect the natural, healthy products. The information copy was created to add a fun, lighthearted tone, to make it more appealing to the audience.  

MADEIT CREDITS

  • Hourani FoodsClient
Project featured: on 25th July 2017

Whole Smoothie - Branding, illustration and Packaging.

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