Once it’s prepackaged, even a croissant can lose its cachet. So for its most elite line of packaged baked goods, International Delights needed a look that captured its artisan origins, pride in craftsmanship, and general ooh-la-la.
Elegance and minimalism: the ingredients for perfect packaging. To evoking the brand’s old-world, handcrafted baking traditions, we chose custom typography, giving the products a carefully hand-lettered feel. For the package form, we chose a white, nearly translucent sleeve—in striking contrast with the product inside, which is fully, sumptuously exposed to view. The only dash of color? The Très Bon logo, making it instantly memorable against the minimal background. The audience ate it up.
The objective of the project was to re-brand an existing brand identity. I chose Ithaca Beer Co. This was one of my favorite projects to work on in school because I had full creative freedom to design a brand that was representative of the company’s objectives and beliefs. I did a lot of market research on the IBC and it’s competitors to insure the brand was hitting at it’s target audience. I also didn’t mind sampling the beer (for research of course). The logo I chose is pretty straightforward so I decided to make the labels a little more detailed and illustrative. I photographed some of the most notable locations in Ithaca, NY. Once I chose the right images, I traced over them in black marker. This project includes the initial identity, 6 bottle labels, a 6-pack carrying box and poster set.
KINGS OF COLE
In the fashion world, Kings of Cole was a small name with a big idea: casualwear with class, luxe style you’ll want to live in. It’s a brash concept, in a world where comfort and style don’t usually mix, and it called for a brash image—not the quietly cool persona they had been showing.
Giving their brand the royal treatment.
Our mission was clear: build on their name and blow out their attitude. Beginning with their new tagline—Live Royal—we created a cohesive brand image around the idea of living like a king: comfortably, confidently, as the ruler of your own world. Online, in banner ads, in email blasts and more, we took the royal idea to its utmost, turning everyday opportunities to wear Kings of Cole into playful examples of royal behavior: perched atop a tour bus? "Survey your kingdom." Pet need discipline? "Rule with an iron fist." With a newly consistent, assured point of view, it became a brand worthy of its followers.
And by the response they’ve been getting, they wear it well.
“Bookstore” doesn’t really say it all. As a destination for those seeking balance, self-help, or recovery from addiction, Choices has to take a holistic approach to wellness, offering print and audio; in-store group events; friendly, expert guidance; and, most importantly, a place to feel safe sharing. But how to convey all that it is? An equally holistic campaign.
An image rewrite that wasn’t off the shelf.
The key was in ignoring what else was out there—recovery resources tend to be clinical and solemn—and letting Choices’ energy and enthusiasm show through. From a total website overhaul to signage, window decals, and branded merchandise, the store proudly wore its new image: a hopeful, cheery, brightly colored, appealingly minimal look and feel that unequivocally said the glass is at least half full. Headlines told the whole story: “TODAY’S FORECAST: Happy with a chance of more.”
And bringing their story to life ensured a lot of happy endings.
Yes, there is a Billy. And by creating mobile book fairs that made reading ultra-affordable, accessible and charity-driven, he had found a perfect way to harness the power of books. Just not of branding.
Creating an identity that turned the page. The themes were there: potential, positivity, play. We just gave them structure and finesse. A brand that not only told the story, but made it a page-turner. Chapter 1: A bold, clean typeface that said Billy meant business. (!) Chapter 2: a lighthearted—and lighter than air—illustration to say “books will help you take flight.” The final chapter? “Pages of Possibility” put it all into words. The perfect happy ending.