SPICED
Branding
/
Motion Design
/
SPICED is a branding project for natural, alcoholic ice-pops. Done during my 3rd year at HIT.
As part of a course on Branding and Visual Identity, I was tasked to come up with a brand new product and craft for it a brand strategy and visual identity system. The project spanned from market & competition research, creating strategic positioning maps, naming, identity and visual system, brand vision, mission & tone.
I came up with the idea for an alcoholic ice-pop, nothing revolutionary or novel, but - after market research I came up with the right positioning for it, which led to the selection of the name, logo, brand slogan, positioning statement and a fitting visual identity.
SPICED - More than ice-pop, more than a cocktail.
Strategy & Positioning
The first step was to analyze competition and their brand positioning, strengths, USP'S and values. The process helped decide what is the best position for my brand.
Brand Values
Finding the right positioning helped determine which of the brands values are worth leaning towards.
Edgy
We’re not afraid to push the boundaries — that’s where the special, interesting, and new things happen.
Natural
We use only the highest-quality natural ingredients, no compromises. Nature does the work; the only thing we add is real alcohol.
Fusion
Flavors crafted from the best the world has to offer. We believe in a global world and in blending cultures — that’s what makes things exciting.
Craft
By making everything ourselves, we stay closest to the product and ensure you always get more.
Innovative
We believe in creating new experiences – alcoholic popsicles and out-of-this-world flavors.
Design Concept
The design concept was Edgy, crafty, young.
Leaning away from other brands identities which were either "classy" or "sporty",
SPICED identity was to be edgy, brave, unapologetic - bold colors, bold typography and hand drawn elements, bringing out the craft, the youth and fun of the brand.
Naming & Logo
The name I decided on was a play on the double meaning of "Spiced" as in spices, but also "Spiced" as in under the influence, combining in the name both a USP and a brand value.
Packaging Design
The package design was aimed at being visually striking, with bold colors and contrasting color palettes both within each individual package and between each unique flavor. Combining abstract shapes and hand drawn scribbles - giving off a laid-back, young and free spirited vibe, together with coherent, clear typography, creating the balance of "we're free, bold, and fun - but we know our craft".
