process Maryana Kuznetsova
contents moodboards ........................................... 2
wordmark development ..................... 7 round 1................................................... 17 round 2................................................... 25
round 3................................................... 28 final . ....................................................... 37 rationale ............................................... 40
Process: Frutawa
moodboards
Moodboards were created to explore potential styles for the packaging.
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Maryana Kuznetsova
moodboard 1: expressive lettering , bold pattern .
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Process: Frutawa
moodboard 2: line drawing , sans serif to contrast illustrations .
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Maryana Kuznetsova
moodboard 3: characters interacting with bold wordmark .
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Process: Frutawa
moodboard 4: japanese contemporary design and liquid lettering . *chosen moodboard
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Maryana Kuznetsova
wordmark
The challenge was to create a brand name and that would contribute to the brand story. I wanted to ceate something short and sweet, and something easy to pronounce. Aesthetically, the wordmark was supposed to be friendly and engaging for the audience.
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Process: Frutawa
choosing brand name ...
bubbly
shipooch
bubblifru
kula
bolle
kuplia
burbulis
fru
bubolle
boble
bumbles
awa
piquant
frutizz
fizz
boble fruta
globule
fruktobolle
frutawa
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=
frut ( fruit )
+
awa ( bubbles in japanese )
Maryana Kuznetsova
wordmark development
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Process: Frutawa
wordmark development
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Maryana Kuznetsova
wordmark development
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Process: Frutawa
wordmark development
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Maryana Kuznetsova
wordmark development
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Process: Frutawa
wordmark development
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Maryana Kuznetsova
wordmark development
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Process: Frutawa
wordmark development
* The chosen wordmark is fluid and bubbly, just like the drinks themselves.
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Maryana Kuznetsova
round 1
The first round is the first stab at the project, the aesthetic is slowly coming together with three variations.
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Process: Frutawa
flavors exploration and additional elements
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Maryana Kuznetsova
round 1: wordmark refinement
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Process: Frutawa
round 1: wordmark refinement
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Maryana Kuznetsova
round 1: wordmark refinement
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Process: Frutawa
round 1: wordmark refinement
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Maryana Kuznetsova
round 1: labels front
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Process: Frutawa
round 1: labels back
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Maryana Kuznetsova
round 2
The first round’s label layout was not successful, I continued illustrating the flavors using repetitive lines and testing out different colors to convey more energy. The wordmark was more refined, as well.
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Process: Frutawa
round 2: color exploration
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Maryana Kuznetsova
round 2: labels
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Process: Frutawa
round 3
The label seems more dynamic, yet still not friendly enough for children. I was challenged to take a different direction, pushing off the wordmark I have developed.
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Maryana Kuznetsova
round 3 moodboard : fluid illustrations complementing wordmark .
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Process: Frutawa
round 3: layout exploration
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Maryana Kuznetsova
round 3: digital layout exploration
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Process: Frutawa
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Maryana Kuznetsova
round 3: color exploration
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Process: Frutawa
round 3: labels
Nutrition Facts
Serving Size 1bottle(200mL) Amount Per Serving Calories 90
0% 1% 8%
Crispy Pear
pe
0% 0%
el o ff s t i c k e r
%Daily Value*
Total Fat 0g Saturated Fat 0g Trans Fat 0g Cholesterol 0mg Sodium 10mg Total Carb. 24g Sugars 24g Protein 0g
*Percent Daily Value are based on a 2,000 calories diet
Inspired by Japanese traditions, our carbonated juice leads to a helathier lifestyle. A drink your children will enjoy and will ask for more.
Ingredients
Carbonated Water, Organic Pear Juice Concentrate, Organic Natural Flavors.
Organic Carbonated Juice
6.76fl.oz 200mL
3788191625
Nutrition Facts
Serving Size 1bottle(200mL)
Ingredients Natural Flavors. *Percent Daily Value are based
Carbonated Water, on a 2,000 calories diet Organic Mango Juice Concentrate, Organic Ingredients Natural Flavors. Carbonated Water, Organic Plum Juice Concentrate, Organic 3788191625 Natural Flavors.
Sweet Mango
Sweet Mango
Juicy plum
Inspired by Japanese traditions, our carbonated juice leads to a helathier lifestyle.by A drink your Inspired Japanese children will enjoy and will traditions, our carbonated ask for more. juice leads to a helathier lifestyle. drink your InspiredAby Japanese children willour enjoy and will traditions, carbonated ask forleads more. juice to a helathier lifestyle. A drink your children will enjoy and will ask for more.
pe
Nutrition Facts
%Daily Value* Serving Size 1bottle(200mL)
Total Fat 0g 0% Saturated Fat 0g 0% Amount Per Serving Calories Trans90Fat 0g Nutrition Facts %Daily Value* Cholesterol 0mg 0% Serving Size 1bottle(200mL) Total Fat 0g 0% Sodium 10mg 1% Saturated Fat 0g 0% Total Carb. 24g 8% Amount Per Serving Calories Trans 90 Fat 0g Sugars 24g %Daily Value* Cholesterol 0% Protein 0g 0mg Total Fat10mg 0g 0% Sodium 1% *Percent Daily Value are based Saturated Fat 0g 8% 0% Total Carb. 24g on a 2,000 calories diet Trans Fat Sugars 24g0g Cholesterol 0% Protein 0g 0mg Sodium 10mg 1% Ingredients *Percent Daily Value are based Total Carb. 24g 8% Carbonated Water, on a 2,000 calories diet Sugars 24g Organic Mango Juice Protein 0g Concentrate, Organic
pe pe el o el r el o ff ff s t i c k e r s t i c k eo ff s t i c k e r
Amount Per Serving Calories 90
Organic Carbonated Juice
Organic Carbonated Juice
Organic Carbonated Juice 6.76fl.oz 200mL 6.76fl.oz 200mL
3788191625
6.76fl.oz 200mL
3788191625
Nutrition Facts
Serving Size 1bottle(200mL)
Juicy plum
Juicy plum
pe
Nutrition%Daily Facts Value*
Serving Size 1bottle(200mL) Total Fat 0g 0% Saturated Fat 0g 0% Amount Per Serving Calories Trans90Fat 0g %Daily Value* Cholesterol 0mg 0% Total Fat 0g 0% Sodium 10mg 1% Saturated 0g 0% Total Carb.Fat 24g 8% Trans Fat 0g Sugars 24g Cholesterol 0% Protein 0g 0mg Sodium 10mg 1% *Percent Daily Value are based Total Carb. 24gdiet 8% on a 2,000 calories Sugars 24g Protein 0g
pe el o e le o r ff ff s t i c k stic k e r
Amount Per Serving Calories 90
Inspired by Japanese traditions, our carbonated juice leads to a helathier lifestyle.by A drink your Inspired Japanese children will enjoy and will traditions, our carbonated ask for more. juice leads to a helathier lifestyle. A drink your children will enjoy and will ask for more.
Ingredients
*Percent Daily Value are based Carbonated on a 2,000 caloriesWater, diet
Organic Plum Juice Concentrate, Organic
Ingredients Natural Flavors.
Carbonated Water, Organic Plum Juice Concentrate, Organic Natural Flavors.
3788191625
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3788191625
Organic Carbonated Juice
Organic Carbonated Juice 6.76fl.oz 200mL
6.76fl.oz 200mL
Maryana Kuznetsova
round 3: product photographs
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Process: Frutawa
round 3: potential storyboard
Boy drinks Frutawa.
Gives mom the bottle.
ORD
ER N
OW
Mom uses smartphone to scan the product.
Child waits for the mailman. After you are done with the workbook, put it in the envelope we provided and receive one of he gifts below.
Step 1: Chose a fruit
Step 2: Choose the gift
S M L XL
Boy receives activity book, began filling out.
On the back of the workbook there are prizes to choose from.
From
:
Fru t 123 awa In 4 Port NW Y c. land ork , OR St, 972 09
Boy sent away the activity book.
Boy enjoys his new piece and continues drinking Frutawa.
Decided not to include the storyboard in the current project. Potentially planning on expanding this project towards a brand, not only bottle packaging.
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Maryana Kuznetsova
final
The label came together with illustrated fruit and bright colors. The final round consisted of adjusting the bubbles, making them hand-done versus vector, and refining the typography.
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Process: Frutawa
final : product photographs
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Maryana Kuznetsova
final : labels
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Maryana Kuznetsova
rationale
Frutawa wordmark was created to be appealing to children and their parents, who are essentially buying the product. The curvy and fluid design is meant to be friendly and playful. To complement the wordmark, realistic of illustrations were chosen. The textures and dimension within the fruit gives the illustrations a more dynamic look. Instead of creating an overall pattern of fruit, I wanted to simplify the label by making the fruit the focus point with the logo on top of it. The colors of the background and the fruit contrast well and the overall color scheme works together as a set. Rather than choosing calm pastel colors, I wanted the labels to be bold and fresh to be noticed on the shelve. The bubbles background give the fruit a sense of space, as they are a part of a drink. The bottle I chose has bubble-like curves and the ball falling in once the drink is open is very playful. Potentially I would focus on creating an educational/fun activity book and additional elements to deliver the story of the brand better.
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