PROJECT GOAL
The objective was to design a hanger tab packaging system for a hypothetical ocean sports supplement brand called Pure Energy. The package would consist of three products packaged identically with graphic elements signifying the difference. The project was later elevated with an integrated marketing campaign consisting of 12 different deliverables ranging from social media and web browser ads to out-of-home ads and magazine ads in various orientations.
Design Tools
Pen & Pad
Exact-O
Adobe Illustrator
Adobe Photoshop
Adobe Indesign
Skills Used
Brand Identity
Packaging
Editorial/Publication
Image Editing
CONCEPT
I designed this brand around the ocean and had a neutral ocean-toned color palette with subtle wave-like line graphics in mind. The wave would become a trademark for the brand, being utilized heavily in the logo and hanger tab shape. When coming up with the concept for the integrated marketing campaign, I strived for an epic action sports aesthetic with a grungy vintage twist to it. I brought in a bold maroon color to make my headers and graphics pop while also bringing out the vibrancy of the brand’s original blue hues. Photography was utilized to represent the different cognitive functions each product would aid with, and this is represented through a responsive advertising system with certain ads targeted at specific products.
