This was a project I completed at Central Connecticut State University. I was tasked with creating a logo and package design for a fictional coffee company initially called "Coffee Break." With this assignment I was to change the name as well as design a whole new brand for the company. The company was local and catered mostly to small businesses, so the level of creativity immediately felt endless. For my design, I transformed Coffee Break into Brew Crew, a bright and fun coffee company with an explosive sense of personality.
My target audience was mostly young adults, anywhere from teenage years to early 30's. I know people around here tend to appreciate fun and exciting packaging quite a bit, but honestly I know people from all ages who are suckers for a good package design. I knew that if I used my illustration skills I could certainly bang out a very nice and fun design. I broke out my pen-and-touch tablet and got to work in Adobe Photoshop, drawing for hours. I needed three flavors, but the package design needed to be consistent. So that's exactly what I created.
I chose the three flavors to be "Original Coffee Blend," "Glazed Doughnut Blend," and "Mocha Blend." I felt these were all safe but fun flavors for the company to supply. They are all appealing in their own sense, and it offers a little something for everyone. So I just had to make sure each one could sell, hypothetically. Good package design can make someone want to buy something very easily, but that wasn't really good enough for me. Why make them want to buy one of these products when I could be making them want to buy all three? I designed the packages as a set, with a connecting banner image. They look great on their own, but they look incredible when placed next to each other, completing the full image.
Designing a set like this with a full cartoon stretching across them all will immediately catch the attention of any passing consumer, and will really set Brew Crew apart from the rest. Collectors and coffee lovers alike would swarm to buy these coffee packages, and to me that feels like a successful design.
These designs were created in Adobe Photoshop, Adobe Illustrator, and Autodesk Maya