Hou Pressed
A family-owned juice company that supports local farmers in Hawaiʻi.
The Challenge
The task was to develop a company concept, complete with a brand strategy covering objectives, market position, target audience, brand personality, key attributes, and customer touchpoints. This involved developing a unified set of branding assets, including labeling designs, to establish the brand identity.
The Solution
In the brand strategy, I defined the brand voice, positioning statement, audience,
personality, core attributes, and customer touchpoints. While word-mapping and sketching, I
asked, “What things convey 'local', 'fresh', 'trustworthy', 'friendly', and
'community-driven'?" I selected the strongest concepts to guide the asset designs
and
explored various mediums and styles.
After much experimentation, the watercolor
style aligned with the voice of the brand. I
created Hawaiian indigenous birds with bodies
of local island fruits done with paint and Illustrator to embody a sense of warmth,
locality, purity, and simplicity. I picked a color palette that reflected the vibrancy of
the flora and fauna found on the islands.
BRAINSTORM PROCESS
I started with the words "local" and "farmer's market" for a word-map. Those two concepts were the main visuals I thought of when I envisioned this juice company. My final bird concept embodied the company's dual commitment: to uplift the local community and safeguard the natural beauty of the islands.
WATERCOLOR PROCESS
I jumped straight in and began painting with watercolor and experimented with different fruits. I scanned the paintings, edited them in Photoshop, and added their legs, eyes, and beaks in Illustrator. My idea was to feature various Hawaiian honeycreepers, which are all endangered.
ITERATIONS
I experimented with a range of label designs, exploring visual elements, typography, and layouts. This iterative process allowed for thorough exploration and refinement.
PRINT PRODUCTION
The files were organized into layers to streamline the print production process. Communication with the print shop was equally as important, guaranteeing the file met the necessary specifications for printing.
