My objective for this redesign was to significantly simplify the current overly-crowded and aged label. There is far too much happening which is distracting as well as discouraging to potential customers. Since Lakewood Organics this is one of the more pricey juice brands on the market, it needs to reflect that. The new redesign exudes top quality, fresh and high end rather than cheesy and commercial. The new label revamps the tired look of the label so that it reflects energy. Pure juices are so healthy and the packaging should further play into that. It shouldn’t look like a diet drink but something that people want to drink because it tastes good and simply makes you feel good. Finally, I geared the product to a younger market. The new design is minimalist, classy, edgy, colorful and matted.
Before reaching the final design, I created various preliminary sketches to explore and narrow in on what direction to take the redesign. I came up with three pretty different concepts. The first was lively and had the biggest ‘pop.’ I decided to use bright, bold color to gear the product more at a younger audience. I pictured this redesign as being purely graphic and just all-around fun.
The second design is the one that I ended up taking all the way. The idea was that the white would be ink printed directly on the bottle and the rest would be transparent so that the rich color of the juice would speak for itself. This approach was simple, clean and overall pure, just like the juice itself.
The concept on the right used a much classier approach. I made use of stark white hand-lettering and a simplified silhouette of a beet against a matte black label.
This Pure Beet package redesign earned a spot in the graphic design category of Dominican University's 2017 juried student gallery show, Annual.