Extending Specialist Techniques: Rebranding v-juice Matthew Kilcullen

the initial idea

Liquid Range

For this project I wanted to focus on my specialism and my interest, but combined, I knew as soon as I was given the brief that I want to do something Vape related as I previously spoke to my peers about a particular brand called V-Juice, who in short have appalling branding for a fairly quality Vape e-liquid. I figured that branding was something I am interested in and already have experience in from clothing to construction companies. I want to be able to give V-Juice a full rebrand, regarding logo design and packaging. However my biggest issue is to rebrand them to my personal tastes from the research I have gone about or to follow their original style but brand them as a premium brand rather than a poorly branded one, because currently the product is worthwhile but the packaging gives it the appearance that you would not give it a second glass, especially if you desired premium liquids. Which in my personal life I do desire so I thought this would be a interesting project for myself. The only issue I have faced so far is there is a very narrow target audience for this rebrand as it is ideal that you vape or you wont be very interested, unless branding is an interest of yours.

lOGO DESIGN

the pitch

For this project it asks for through research and peer feedback, this involved me presenting my idea to the class to get varied feedback regarding my strengths, weaknesses and possible improvements for this project. For my pitch I presented a mood board with the use of Padlet to show comparison images of the current branding of V-Juice and quality premium brands, that I use myself, such as Element E-Liquids, Wick Liquor, ANON, Cuttwood, Simple Vape and Dinner Lady and TaffyMan. All designs will be created with the use of Adobe Illustrator and possibly typefaces from 1001fonts.com and pattern/brush swatches from Chris Spooner of Spoon Graphics.

feedback

The feedback I received was fairly consistent throughout, however I realised promptly that I wished to bite off more than I can chew, and instead of an entire rebrand I should set myself a simple logo rebrand and revisit the rest at a later date and extend the project further.

  • Strengths: Problem solving, allows unique interpretations, professional approach, skilful, sticking to speciality, rebranding is a good plan.
  • Weaknesses: Colour Scheme too simple, limited audience, needs experimentation, boring colour scheme, time management.
  • Improvements: Research further, make it different to every premium brand, explore different styles, explore vibrant colour palette, develop character design, transparent bottle design, less b/w colour scheme.

MY Thoughts and my next move :

From my feedback I learnt people were not attracted to my preference in colour scheme, however on a personal level they are aware I like work that is minimal and simple, therefore I cant compare, and if anything receiving feedback commenting its too simple, then I am achieving what I desire. But to combat this criticism I will experiment with other colour schemes out of my personal interest and comfort zone and challenge myself and create various designs to appeal to different audiences and develop myself further. Regarding a limited audience, which I've addressed previously but unfortunately I cant change that factor other than others to appreciate the concept of rebranding and not the product itself. Time Management being a key factor in this project has made me adjust my work load to solely a logo design and to extend the packaging to a later date. From the improvement comments one controversial comment being making the design different from fellow premium brands is difficult because there is significant components that make a liquid and brand high quality, which are key for this rebrand. However the transparent packaging really appealed to me and something I want to consider and experiment with in the future.

Research

For my research its slightly different because I'm trying to experiment with different styles and colour schemes, instead of sticking to my preferred minimalistic style, I want to explore colour too. in a way I'm the client but also I'm imaging what V-Juice would be like as a client as from there current branding I sense colour, street art and urban styled, whereas I'm very simple, urban but somewhat sophisticated. To express this in my research, the comparison of Simple Vape, Element E-Liquids and Wick Liquor and Dinner Lady, and The Taffy Man.

SIMPLE VAPE CO.

Liquid Range
Logo Design

Simple Vape Co. are my biggest inspiration for this project, they aesthetically please me on both a personal and design level in the creative industry, as a brand and as a E-liquid supplier. I love everything about their branding, from logo design, to packaging and lifestyle in their tumblr blog. All of these elements I believe make a high quality Vape brand - having a product and marketing it in the right way. Clean and Simple.

ELEMENT E-LIQUID

Liquid Range and Apparel

I'm a big fan of Element's E-liquids especially Watermelon Chill, however before I tried it I was automatically attracted to the brand due to its simple logo design and scientific styled packaging, with a play around with the periodic table to label the flavour of liquid. Although this brand has a simple black and white logo, it successfully balances the use of monochrome and colour together to work in harmony, this I personally find hard to get the right balance and to still fully appreciate - this is something to experiment with, just trying to find the correct balance.

Logo Design

FAR

From my research, I found that Element E-Liquids also are owners of Far liquids, which is a completely separate brands with unique branding of their own, which I thought was very stylised towards V-Juice's current branding. I found it extremely surprising of Element but also very inspiring that what I perceived as quite a simple yet somewhat complex brand could go pretty much the opposite of its style to create Far. With Element I get intellectual, scientific vibes whereas with Far its very urban and street art, also like V-Juice, however more professional and cleaner in the most complex way.

WICK LIQUOR

Liquid Packaging
Logo Design

Similar to Simple Vape, very simple, minimalistic brand identity, however not completely clean and crisp due to the use of calligraphy in the logo design; which gives this brand in my opinion a vintage yet modern outlook, making it very appealing not only as a E-Liquid supplier but as a lifestyle and apparel supplier. I enjoy the use of monochrome colour scheme but with the complexity yet simple calligraphy, combing both straight forward and clean with slight depth and mess of the typeface; this is something I am interested in experimenting with.

Apparel and Accessories

DINNER LADY

Dinner Lady Liquid Line
Logo Design

Dinner Lady is a personal favourite of mine, regrading vapour and flavour, but also its branding techniques with a very old school retro american styled logo design and promotional material. Even though it contains colour, I enjoy the simple uses throughout their colour scheme of cream, red, blue and pink; very soft colours but used in the correct way compliment each other. This is the same with the typefaces they use with bold capitals against smooth calligraphy and some traditional styled type. In the past I have designed logo's featuring calligraphy and traditional styled type, I personally think they are a good combination and create good contrast/balance.

Colour Palette of Logo

TAFFY MAN

In a way, The Taffy Man's branding identity is incredible, as much as I am a minimal designer, or at least aspire to be, I cant fault the branding here, the colour scheme, the flat yet somewhat textured design, combining both simple design with depth. I enjoy the illustrative, possibly originally hand-drawn background; this is something I would like to consider for the urban styled logo design and later packaging, including the use of clear glass bottles.

During this project, I revisited my research and discovered Taffy Man had reimaged their packaging design which has had a positive response from users in their feedback on Instagram. This bottle design is something I want to look into in the future of this rebrand.

Pre-Production

Sketches

Brief brainstorm of ideas for the whole rebranding including the logo designs to develop digitally in Illustrator. inspired greatly from research such as Element and Simple Vapes.

PRODUCTION

These are a few typefaces to experiment with from inspiration from my research and the different styles they use. From script to simple and somewhat urban/collage style.

One of my earliest designs I tried to merged urban graffiti styled type with simple type, to please both my tastes and the clients current style.

I also tried to experiment with the typefaces keeping it simple but with complex elements by trying to merged letters within themselves.

I tried experimenting with simple shape outlines for a simple look but a flow of a standard typeface to give the logo more depth and somewhat complexity.

One design was too complex and the typography didn't represent V J as ,much as I wanted it too as the mirrored J looks somewhat like a T, I decided this could work as an icon or emblem but not as a whole representing logo, therefore I kept the typeface and simply used 'V JUICE'.

From previous production I experimented further with shapes and simple block outlines to give a sophisticated look but also simple. I also included 'juice' underneath to give the emblem of such depth and to be a final logo.

From my brainstorm I directly used the idea of JVICE, however some feedback I received was that it was difficult to understand even with a slight colour change to separate the letters enough, however some people really enjoy the "play on words".

When I started designing on illustrator I experimented directly from my research and feedback to try different styles and not just solely my personal style of minimalism. One design is very simular to Elements logo which I enjoy greatly but its too much of a replica to use.

During the production process, I experimented with going back to my brainstorm, and sketching out simple path ways from the JVICE design and developed it further in illustrator. In some ways I feel like this includes both styles of my own personal choice and somewhat from the 'client' (v Juice) and other premium brands and the concept of looking premium.

evaluation

Overall I am happy with the outcome of this logo design and I am looking forward to including it in the extended project for the packaging design. The only problem I faced was poor time management and trying to make the font understandable and readable but still stylised. I feel like it still represents an urban style but also keeping to what I design in, as a minimalistic simple style of line work.

BOTTLE AND PACKAGING DESIGN

THE PITCH

For this project it asks for through research and peer feedback, this involved me presenting my idea to the class to get varied feedback regarding my strengths, weaknesses and possible improvements for this project. For my pitch I presented a mood board with the use of Padlet to show comparison images of the current branding of V-Juice and quality premium brand bottle styles. All designs will be created with the use of Adobe Illustrator and Photoshop.

FEEDBACK

The feedback I received was fairly consistent throughout, I continued with my first initial feedback to split the entire rebrand over a course of weeks rather than all crammed into four weeks.

  • Strengths: Organised, Themed
  • Weaknesses: Logo Design adjustments
  • Improvements: Edit logo further

MY THOUGHTS AND MY NEXT MOVE:

From my feedback I learnt people were not attracted to my logo design as they felt it could do with a few more finalising adjustments, however on a personal level they are aware I like work that is minimal and simple, therefore I cant compare, and if anything receiving feedback commenting its too simple, then I am achieving what I desire, which is a theme throughout this project. Due to poor organising on my behalf I was unable to edit the logo further, however I was already pleased with the final outcome. The transparent packaging really appealed to me and something I want to consider and experiment with in the future.

RESEARCH

For my research I looked into a range of premium brands and what they consider a premium bottle and packaging design; some didn't consider packaging a important factor and only considered the bottle itself. However I see it as a full service to receive a bottle in packaging designed for it not simply the bottle itself or in royal mail packaging to my door. I figured rather than breaking my research down into brands, it'd be easier to regrading bottle type, such as Drippers and Droppers and different styles and materials.

pet, ldpe and hdpe plastic

PET is an acronym for Polyethylene Terephthalate. It’s commonly used for bottled beverages, detergents, cosmetics, and other plastic containers. This material is also recyclable and there are a few key characteristics:

  • Transparency
  • Excellent water/moisture barrier
  • Tough and Rigid
  • Semi-squeezable

LDPE, aka Low-density Polyethylene, is widely used in dispensing bottles, tubing, plastic bags, and parts that require flexibility. The key characteristics are:

  • Semi-transparency
  • Excellent resistance to alcohols, acids and bases, and vegetable oils
  • Flexible
  • Squeezable

HDPE, aka High-density polyethylene, is widely used in chemical drums, jerricans, carboys, toys, picnic ware, household and kitchenware, cable insulation, carrier bags, food wrapping material. The key characteristics are:

  • Flexible
  • Translucent/waxy
  • Weatherproof
  • Good low temperature toughness (to -60'C)
  • Easy to process by most methods
  • Low cost
  • Good chemical resistance

Gorilla unicorn: pEN style

Pen Style is a common bottle, made of plastic, and used by the popular Simple Vape Company which is a fond brand of mine personally. Thin and simple, no fun but still achieves a premium look with the right graphical text/label as well.

gorilla UNICORN: CHUBBY STYLE

Chubby Style is also a common choice in the vape community, as its very easy to pour juice into a tank or onto coils/cotton. However sometimes the material ranges from PET or HDPE. Whereas the pen style usually appears as LDPE, much more squeezy.

Plastic Soft needle style

This is the current bottle for v juice and as much as it has the possibility to be great I can't help but see it as a cheap common design compared to other designs of bottles.

plastic hard Needle Style

This is another type of bottle but instead of a plastic tip its metal, which is ideal for precision however it doesn't come with an actual lid rather just a soft nozzle tip, which isn't the safest option and gives off a common look rather than worth and a premium feel.

pipet drop style

This is the most common bottle type throughout premium brands, such as Element, Wick Liquor, Dinner Lady and ANON. The pure factor of a glass bottle for example gives a liquid worth to be held in and also the act of a pipet works nicely in tanks and coils allowing you to adjust your amount per squeeze.

new: Tube Style

nozzle cap bottle

Almost like the gorilla unicorn style combined with a standard soft needle style with a twistable cap.

PRE-PRODUCTION

Intial moodboard sketches that inspired the other designs and also from my research. Looking at existing brands and what they consider a premium bottle and packaging design. I used my existing logo design to experiment with line work for the packaging designs to later develop in illustrator and on mock up photoshop boxes and boxes.

PRODUCTION

packaging design

label design

First illustrator made label design and annotated to show what represents what element of the label.

First image to show the transparency section to see the liquid inside of the bottle and the amount you have after multiple uses. Second image photoshopped the bottle for the mock up to represent and give the effect of seeing through the bottle.

BOTTLE DESIGN

First mock up on a plastic bottle, front and back.

evaluation

Overall I am happy with the outcome of this packaging design. I feel like it still represents an urban style but also keeping to what I design in, as a minimalistic simple style of line work.

Created By
Matt Kilcullen
Appreciate

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