Title
Defog

Expertise
Branding & Packaging

Year
2022

Led full-stack creative direction for a punk-inspired brand identity, delivering an end-to-end physical and web product design. [Student Project]

Three colorful juice cartons with black caps, yellow, pink, and green labels, featuring handwritten-style text and illustrations.
Design board for DEFOG Juice & Smoothie Co. with logo, brand elements, color palette, black and white vegetable sketches, photo treatments of punk rock women with guitars, and typography samples.
Pink juice carton labeled 'DEF og Juice & Smoothie Co.' featuring a woman with tattoos playing drums, with bold black handwritten text about aligning mind and body, and a list of ingredients including carrot, cucumber, apple, beet, lemon, and strawberry.
A pink carton of juice with a black cap from DEFONG Juice & Smoothie Co. featuring the slogan 'Energy align your mind &'. The carton displays a pink label with black text reading 'Roots Radical' and lists beet, carrot, turnip, orange, ginger, and lemon as ingredients. The label also highlights 'Real ingredients' and non-GMO status, with icons for iron, zinc, magnesium, and vitamin B6. There is a black-and-white image of a young girl singing into a microphone on the lower left, and black graffiti-style text on the side of the carton.
A carton of D.E.F.O.G. Juice & Smoothie Co. brain stew, containing carrot, pineapple, ginger, oats, apple, and orange, with labels highlighting real ingredients like biotin, calcium, vitamin C, and B2, featuring black and white graphics including a boy with a guitar and handwritten text.
A carton of DEOF juice with yellow, black, and white design featuring slogans, ingredients, and a woman holding a skateboard with graffiti-style artwork.
A green and white carton of juice labeled D.F.O.G Juice & Smoothie Co., featuring a collage design with a woman playing guitar, text about salad ingredients, and health benefits.
Blue and black juice carton with the label "DE FOG Juice & Smoothie Co." and a black screw cap. The flavor is "Code Blue" with ingredients including grape, spirulina, kefir, salt, lemon, coconut, and real ingredients like fiber, magnesium, vitamin C, and B2. There is a slogan on the side, "Energy align your mind & body. Defog ur psyche. A forgotten soul." The carton features illustrations of a lemon, a person gripping a rope, and a person's face.
Black T-shirt with a graphic print of multiple women in punk style poses, some holding musical instruments, on a pink background.
Glass door with the words "DEFOG Juice & Smoothie Co." written on it in white, graffiti-style font. Reflections of buildings and street scene are visible in the glass.
A computer monitor displaying a website for DEFUG juice and smoothie company, featuring colorful juice boxes and a promotion for new flavor releases.
Six colorful flashback-style pins with various designs, two with black and white photos, one with a green background and a photo of a woman, one with pink and black barbed wire pattern, one with a blue newspaper print, and one with a black and white drawing, arranged on a white surface.
A webpage featuring various flavored drink cartons with colorful and artistic packaging designs. The page showcases flavors like Love Blue and Out Feeling, with descriptions and a promotional message about health benefits. The layout includes promotional images, text, and a black-and-white photo of a band playing instruments.
A webpage featuring a product display for April 2022 flavors of organic smoothies. The central section shows three carton boxes labeled 'Code Blue,' 'Lime Green,' and 'Pink' with navigation arrows on each side. The product description states: 'On-the-go revitalizing smoothie rich in magnesium & iron. Ingredients: dates, cinnamon, oat, matcha, protein, vanilla.' The background is yellow on the sides, with a black and white image of a woman and two men below promoting health and organic ingredients.
A promotional flyer from DEFQ Juice & Smoothie Co. featuring black-and-white photos of women with vibrant text and graphics, including a pink section with the company logo and social media icons.
A tri-fold brochure with black, white, yellow, and cream colors, featuring a black and white photo of a woman with short hair and minimal clothing, Comic-style text elements, and a quote about feeling liberation, set against a magenta background.

Creative Direction: Keith Somers
Design: Lexi Birzes
Duration: 2 weeks
Company: Tyler School of Art & Architecture

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