introduction
Breeze is a fictional beverage company targeted for a younger crowd to tap into a vibrant market that drives consumer trends and brand loyalty. Breeze offers a diverse range of beverages, from Vitamin Water to Hard Seltzers, fueling long-term growth by catering to an array of customer preferences.
Challenges
I wanted to create a design with a minimalist approach. My initial iterations featured fruit images that represented the flavor, but I wasn’t satisfied with the results. This was in part of how I felt my designs would compare to other brands. Visually, I felt that was the go-to approach for other competitors, and I wanted to be different.
I started fresh by creating a blank artboard in Photoshop and experimented with random streaks using the airbrush tool, without any specific idea in mind. I liked the new look, so I added more layers with different colors. To blend these layers together, I applied a motion blur effect and a different opacity to each layer. This approach resonated with the minimal aesthetic I was aiming for. By using three layers, I could incorporate various colors to reflect the drink's flavor. The motion blur effect added a sense of movement, symbolizing a gentle breeze in line with the brand's identity.
Summary
Throughout the process, I found my thoughts pulling the design in multiple directions, which made it feel like the final outcome was always just out of reach. Once I got the initial concept using the air brush tool everything fell into place.
