Sunny Jelly is a fictitious soft drinks company that I created to explore how I would design a soft drinks brand targeted at millennials. I created this project after buying a drink purely because the packaging matches my fashion aesthetic. Based on current trends that attract millennial audiences by creating branding that is shareable on social media, bright in colour and nostalgic, I decided to include these elements within my own design whilst being mindful to add a unique twist.

Sunny Jelly

Task: Brand Identity

My first step in my planning was to research visual trends that attracted millennials in industries such as fashion, food, drink and cosmetics. Next, I noted all of the similarities shared by drink and food items that my friends and I owned.

Next, I designed a cartoon-styled logo and packaging to embrace Sunny Jelly's values of fun, joy and nostalgia

Bright colours, rounded edges and a heavy stroke are used to create a cartoonish font that communicates playfulness, nostalgia and mimics the shape of water droplets to symbolise hydration. The modern appearance of the secondary typeface contrasts with the logo's reflective look of nostalgia, adding a sense of timelessness as Sunny Jelly aspires to be as comforting as the past, as trendy as the present and continuously successful with an optimistic future.