Wilk Alt-Milk
Proposed Industry: Fast-Moving Consumer Goods
Scope: Brand Identity, Logo, & Packaging Design
Overview: Class Project. The brief: all new branding and packaging for a lactose-free “milk” product based in Portland, Oregon. It was important that the product be local, animal cruelty-free, environmentally friendly, & carbon neutral.
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The work began with research into market competitors and the people of Portland, then keyword exploration, brand name generation, & tone-of-voice work before putting pen to paper.
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The discovered target-audience was a people who are creative and off-beat, community-focused, appreciate craftman(or woman)ship, and love the outdoors. Competitor analysis revealed that this brand would stand out if more ornamentation was used in the visual approach, as, the competitor’s styles were very minimalistic.
Final Works
My Process
Exercises & Ideation: Idea generation techniques included word-association, mind-maps, and moodboarding.
Exploration: The early drafts of the primary logomark & label thumbnails went in many different directions, but some elements of these ended up sticking around to the final designs.
Logo Concepts
Concepts: A successful brand identity style and logo began to emerge — driven by a mashup of the “Keep Portland Weird” mentality & botanical prints of the fifties.
