Brand Exploration | January – May 2024

Task: Brainstorm a new product and create a brand ecosystem, including logo and packaging
Background: I worked on a new product called “Color Pop”: microwave popcorn that is (hypothetically) vibrantly colored. I wanted to play on the pop art style of the 1950s as well, incorporating halftones, bold colors, and a comic book feel to the packaging, branding, and advertisement.

The Process

Brainstorm + Sketch: The first step for this project was choosing the product. After thinking through a couple different ideas, I landed on a colorful microwave popcorn brand. Moving into sketches, I hadn’t yet connected the idea of pop art to the popcorn, so I tried a lot of variations of other ideas.
Digitization: Choosing my three favorite ideas from the sketches, I digitized and added some color to start to build the brand. Obviously, these look very different from the final product: critique from classmates and my professor helped me to identify what was working and what wasn’t with these logos.

Iteration: After choosing the digitized logo that seemed closest to what I wanted, I finally noticed the obvious connection between my brand and the pop art style, and leaned into that for the rest of the project. I continued to iterate on the logo, and then began to build the rest of the ecosystem.