The challenge was to design a packaging system for a high-end bottled beverage to be sold in gourmet food stores such as Whole Foods Market, Trader Joe’s, or Central Market. The system had to be flexible enough to accommodate more than one flavor.
Hella Smoothie
Package Design
The Moodboard
The moodboard reflects the bright, colorful, energetic, and deliciousness I strove to capture in my final product designs. The goal was to capture the eye of young shoppers and entice them to give Hella Smoothie a try.
The Sketches
I experimented with using drawings of food products and fun, organic shapes in these sketches. Each flavor had to have a fun, short name representing the contents within, and the design had to be simple but instantly attractive.
The Solution
The final versions go back to the 1970s with their rainbow arcs, serif-type reminiscent of the popular 1970s typeface Souvenier, and a simple flavor description. The colored rainbows and creative names represent each flavor.
Reflection
I created Hella Smoothie for consumers who want a sweet treat but feel guilty about indulging, so they reach for something with a bit of nutrition. The image is playful but is not visually overwhelming. It has a sense of humor; my kids said they’d try them! I’d say that makes this project a success.
