Packaging and Merchandising Design Task 1

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Packaging and Merchandising Design Task 1

Siam Siew Yong 0358399
Bachelor of Design in Creative Media | Taylor’s Design School | Taylor’s University

Instruction


List of Content

  • Task 1
  • Feedback
  • Reflection

Task 1

In this task , we have to create a label design for Uncle Jeff.

Uncle Jeff Kombucha is a brand of sparkling, fermented tea (kombucha) founded by Jeff Lau during the pandemic. The brand focuses on creating delicious and affordable kombucha in Malaysia using 100% locally-sourced ingredients and pure fruits and spices with no artificial flavorings. 

The existing label, while unique, presents an opportunity for a professional and commercially appealing redesign to help the product better compete and communicate its artisanal, local, and premium qualities in the modern beverage market. 

Target Market 

● Primary Target Audience (Based on Brand Context): Health-conscious individuals and foodies in Malaysia who appreciate local, artisanal, high-quality, and unique food/drink products. They are likely interested in supporting local businesses. 

● Secondary Target: Consumers seeking healthier, low-sugar alternatives to sodas and other processed drinks

Label Design Requirements 

Based on the lecture, includes necessary information on the label.


Deliverables 

1. Design Rationale (Report): A 1–2 page document detailing: 

○ The chosen visual direction (e.g., Rustic Traditional, Modern Minimalist, Vibrant Malaysian Pop). 

○ Justification for the colors, typography, and imagery used to convey the local, artisanal identity. 

2. Visual Mock-up: A high-resolution digital image showing the new label wrapped realistically around the large brown bottle and physical mock-up. 

3. Label Die-Line/Flat File: A to-scale visual design of the label showing all text, graphics, and the exact cutting shape.

4. Upload your source file (Adobe Illustrator) into your Google Drive and provide the link in your E-portfolio. Make sure you set the link to public.


First, I started to search some references from Pinterest, Cosmos, Behance and Packagingoftheworld to create my moodboard and determine the visual direction for the project.

The flavor I choose is Salted Calamansi.

fig 1.1 flavour chosed

fig 1.2 moodboard

I prefer to choose vintage and nostalgia style which feels like a naturally brewed drink discovered from an old family recipe notebook. Instead of making the design look overly old-fashioned or outdated, I decided to modernize the visual style to better attract younger audiences. To achieve this, I will included minimalist botanical illustrations and cleaner layouts into the label design.

Besides, I also create another moldboard for visual direction like the color palette, typography and imagery.

fig 1.3 moodboard
I also sketched my ideas on paper and consulted with Mr Shamsul.

fig 1.4 sketches

In my final label design, I would like to include the flower of calamansi, to strongly reflect the natural and handcrafted identity of Uncle Jeff Kombucha.

After consulting with Mr. Shamsul, he mentioned that my idea was accepted. He also felt that the sketches had a strong old kopitiam-style feeling, and suggested that I continue exploring that visual direction further.

After consultation, I started to digitize it, and I also decided the label size for my task 1.
Large bottle: height 9.5cm × width 18.5cm
Small bottle: height 6cm x width 14.5 cm


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