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process Maryana Kuznetsova


contents moodboards ........................................... 2

wordmark development ..................... 7 round 1................................................... 17 round 2................................................... 25

round 3................................................... 28 final . ....................................................... 37 rationale ............................................... 40


Process: Frutawa

moodboards

Moodboards were created to explore potential styles for the packaging.

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Maryana Kuznetsova

moodboard 1: expressive lettering , bold pattern .

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Process: Frutawa

moodboard 2: line drawing , sans serif to contrast illustrations .

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Maryana Kuznetsova

moodboard 3: characters interacting with bold wordmark .

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Process: Frutawa

moodboard 4: japanese contemporary design and liquid lettering . *chosen moodboard

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Maryana Kuznetsova

wordmark

The challenge was to create a brand name and that would contribute to the brand story. I wanted to ceate something short and sweet, and something easy to pronounce. Aesthetically, the wordmark was supposed to be friendly and engaging for the audience.

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Process: Frutawa

choosing brand name ...

bubbly

shipooch

bubblifru

kula

bolle

kuplia

burbulis

fru

bubolle

boble

bumbles

awa

piquant

frutizz

fizz

boble fruta

globule

fruktobolle

frutawa

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=

frut ( fruit )

+

awa ( bubbles in japanese )


Maryana Kuznetsova

wordmark development

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Process: Frutawa

wordmark development

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Maryana Kuznetsova

wordmark development

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Process: Frutawa

wordmark development

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Maryana Kuznetsova

wordmark development

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Process: Frutawa

wordmark development

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Maryana Kuznetsova

wordmark development

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Process: Frutawa

wordmark development

* The chosen wordmark is fluid and bubbly, just like the drinks themselves.

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Maryana Kuznetsova

round 1

The first round is the first stab at the project, the aesthetic is slowly coming together with three variations.

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Process: Frutawa

flavors exploration and additional elements

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Maryana Kuznetsova

round 1: wordmark refinement

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Process: Frutawa

round 1: wordmark refinement

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Maryana Kuznetsova

round 1: wordmark refinement

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Process: Frutawa

round 1: wordmark refinement

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Maryana Kuznetsova

round 1: labels front

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Process: Frutawa

round 1: labels back

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Maryana Kuznetsova

round 2

The first round’s label layout was not successful, I continued illustrating the flavors using repetitive lines and testing out different colors to convey more energy. The wordmark was more refined, as well.

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Process: Frutawa

round 2: color exploration

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Maryana Kuznetsova

round 2: labels

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Process: Frutawa

round 3

The label seems more dynamic, yet still not friendly enough for children. I was challenged to take a different direction, pushing off the wordmark I have developed.

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Maryana Kuznetsova

round 3 moodboard : fluid illustrations complementing wordmark .

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Process: Frutawa

round 3: layout exploration

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Maryana Kuznetsova

round 3: digital layout exploration

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Process: Frutawa

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Maryana Kuznetsova

round 3: color exploration

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Process: Frutawa

round 3: labels

Nutrition Facts

Serving Size 1bottle(200mL) Amount Per Serving Calories 90

0% 1% 8%

Crispy Pear

pe

0% 0%

el o ff s t i c k e r

%Daily Value*

Total Fat 0g Saturated Fat 0g Trans Fat 0g Cholesterol 0mg Sodium 10mg Total Carb. 24g Sugars 24g Protein 0g

*Percent Daily Value are based on a 2,000 calories diet

Inspired by Japanese traditions, our carbonated juice leads to a helathier lifestyle. A drink your children will enjoy and will ask for more.

Ingredients

Carbonated Water, Organic Pear Juice Concentrate, Organic Natural Flavors.

Organic Carbonated Juice

6.76fl.oz 200mL

3788191625

Nutrition Facts

Serving Size 1bottle(200mL)

Ingredients Natural Flavors. *Percent Daily Value are based

Carbonated Water, on a 2,000 calories diet Organic Mango Juice Concentrate, Organic Ingredients Natural Flavors. Carbonated Water, Organic Plum Juice Concentrate, Organic 3788191625 Natural Flavors.

Sweet Mango

Sweet Mango

Juicy plum

Inspired by Japanese traditions, our carbonated juice leads to a helathier lifestyle.by A drink your Inspired Japanese children will enjoy and will traditions, our carbonated ask for more. juice leads to a helathier lifestyle. drink your InspiredAby Japanese children willour enjoy and will traditions, carbonated ask forleads more. juice to a helathier lifestyle. A drink your children will enjoy and will ask for more.

pe

Nutrition Facts

%Daily Value* Serving Size 1bottle(200mL)

Total Fat 0g 0% Saturated Fat 0g 0% Amount Per Serving Calories Trans90Fat 0g Nutrition Facts %Daily Value* Cholesterol 0mg 0% Serving Size 1bottle(200mL) Total Fat 0g 0% Sodium 10mg 1% Saturated Fat 0g 0% Total Carb. 24g 8% Amount Per Serving Calories Trans 90 Fat 0g Sugars 24g %Daily Value* Cholesterol 0% Protein 0g 0mg Total Fat10mg 0g 0% Sodium 1% *Percent Daily Value are based Saturated Fat 0g 8% 0% Total Carb. 24g on a 2,000 calories diet Trans Fat Sugars 24g0g Cholesterol 0% Protein 0g 0mg Sodium 10mg 1% Ingredients *Percent Daily Value are based Total Carb. 24g 8% Carbonated Water, on a 2,000 calories diet Sugars 24g Organic Mango Juice Protein 0g Concentrate, Organic

pe pe el o el r el o ff ff s t i c k e r s t i c k eo ff s t i c k e r

Amount Per Serving Calories 90

Organic Carbonated Juice

Organic Carbonated Juice

Organic Carbonated Juice 6.76fl.oz 200mL 6.76fl.oz 200mL

3788191625

6.76fl.oz 200mL

3788191625

Nutrition Facts

Serving Size 1bottle(200mL)

Juicy plum

Juicy plum

pe

Nutrition%Daily Facts Value*

Serving Size 1bottle(200mL) Total Fat 0g 0% Saturated Fat 0g 0% Amount Per Serving Calories Trans90Fat 0g %Daily Value* Cholesterol 0mg 0% Total Fat 0g 0% Sodium 10mg 1% Saturated 0g 0% Total Carb.Fat 24g 8% Trans Fat 0g Sugars 24g Cholesterol 0% Protein 0g 0mg Sodium 10mg 1% *Percent Daily Value are based Total Carb. 24gdiet 8% on a 2,000 calories Sugars 24g Protein 0g

pe el o e le o r ff ff s t i c k stic k e r

Amount Per Serving Calories 90

Inspired by Japanese traditions, our carbonated juice leads to a helathier lifestyle.by A drink your Inspired Japanese children will enjoy and will traditions, our carbonated ask for more. juice leads to a helathier lifestyle. A drink your children will enjoy and will ask for more.

Ingredients

*Percent Daily Value are based Carbonated on a 2,000 caloriesWater, diet

Organic Plum Juice Concentrate, Organic

Ingredients Natural Flavors.

Carbonated Water, Organic Plum Juice Concentrate, Organic Natural Flavors.

3788191625

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3788191625

Organic Carbonated Juice

Organic Carbonated Juice 6.76fl.oz 200mL

6.76fl.oz 200mL


Maryana Kuznetsova

round 3: product photographs

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Process: Frutawa

round 3: potential storyboard

Boy drinks Frutawa.

Gives mom the bottle.

ORD

ER N

OW

Mom uses smartphone to scan the product.

Child waits for the mailman. After you are done with the workbook, put it in the envelope we provided and receive one of he gifts below.

Step 1: Chose a fruit

Step 2: Choose the gift

S M L XL

Boy receives activity book, began filling out.

On the back of the workbook there are prizes to choose from.

From

:

Fru t 123 awa In 4 Port NW Y c. land ork , OR St, 972 09

Boy sent away the activity book.

Boy enjoys his new piece and continues drinking Frutawa.

Decided not to include the storyboard in the current project. Potentially planning on expanding this project towards a brand, not only bottle packaging.

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Maryana Kuznetsova

final

The label came together with illustrated fruit and bright colors. The final round consisted of adjusting the bubbles, making them hand-done versus vector, and refining the typography.

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Process: Frutawa

final : product photographs

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Maryana Kuznetsova

final : labels

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Maryana Kuznetsova

rationale

Frutawa wordmark was created to be appealing to children and their parents, who are essentially buying the product. The curvy and fluid design is meant to be friendly and playful. To complement the wordmark, realistic of illustrations were chosen. The textures and dimension within the fruit gives the illustrations a more dynamic look. Instead of creating an overall pattern of fruit, I wanted to simplify the label by making the fruit the focus point with the logo on top of it. The colors of the background and the fruit contrast well and the overall color scheme works together as a set. Rather than choosing calm pastel colors, I wanted the labels to be bold and fresh to be noticed on the shelve. The bubbles background give the fruit a sense of space, as they are a part of a drink. The bottle I chose has bubble-like curves and the ball falling in once the drink is open is very playful. Potentially I would focus on creating an educational/fun activity book and additional elements to deliver the story of the brand better.

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Profile for Maryana Kuznetsova

Frutawa Process  

Frutawa Packaging Project Process Book

Frutawa Process  

Frutawa Packaging Project Process Book

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