During the summer of 2020, I accepted a contract from a drinkable yogurt startup to create a series of bottle designs for their flagship yogurt flavors. During this contract, I acted as primary designer, brand consultant, and pre-press manager.
After speaking to the client about their product and their marketing goals for the product, we were able to create a baseline brief for the final package design.
The client had already commissioned their logo to be created beforehand and wanted to create a more complete brand language around said logo.
The client also noted that they wanted the final design to be vertically branded in order to stand out on shelves.
Furthermore, they wanted the package to be appealing and understandable to younger customers and they wanted the product to feel as androgynous as possible to appeal to as broad an audience as possible.
Following some initial package explorations, I settled on a two-color system which played off of the products’ two-fruit flavors.
Each color was chosen to match the coloration of their corresponding fruits and were laid out in a two-color stroke across the bottle to evoke a sense of creamy smoothness.
This two-color stroke was transformed in later iterations to become a two-color fill to help give the bottle a more solid and filled appearance.
The essence of the color stroke was retained in the division line between the two colors. I found the placement of the stroke in this and following revisions to help draw the eye to the emblem.
After some deliberation and discussion with the client, we were able to resolve that the final package was a bit difficult to parse at a distance or a quick glance.
In order to make the product more understandable, we decided to pursue a more visual representation of the product’s ingredients.
The final concept for the package design blended the two-color stroke from previous concepts with the more visual representation of the product’s ingredients.
The client’s tagline, product description, Nutrition Facts, and CTA were also added during this stage.
After finalizing the design with the client, I prepared the for press, working in conjunction with the client’s local printing house to get the final concepts print-ready and mass-produced.
Culxured yogurt is currently available exclusively in-store at Pulse Cafe in Hadley, MA. For more information and future updates on all things Culxured, visit their website here.
