Generational Marketing 2020

Generational Marketing

For this project, our goal was to create an entire branding identity for either Millennials or Gen-Z to construct a brand message about either parenting or organic foods/drinks.
I chose to market organic green juice for gen-zers. We each made personas for our audiences and created an advertisement that would appeal to our audiences. We spent a lot of time creating a brand identity through trial and error of how our logo design really connected with the message that we wanted to send out to our audiences.

Logo Process

Step 1: Decided on what organic juice brand to create

I wanted to create an elevated feel to a regular green juice brand by being transparent with customers about what ingredients were in this juice and what was going into their bodies.

Step 2: Started to sketch initial ideas

In order to make that feeling be apparent, I made a few initial sketches and created 3 rounds of logos until I created a final one.

Step 3: Reaching the final logo decision

I reached the final logo decision by using the font (DIN Condensed Bold) and using the texture from a kale leaf to imitate the organicness and quality onto the word "‘GRN”. Initially, I kept the original photograph in the logo but changed it to all black when I started to mock up on bottles and decided it was the most legible way for consumers to easily read and understand.

Initial Logo Sketch Designs

Advertisement Process

For the advertisements, I drew a few sketches of what kind of advertisement look I wanted and then used photoshop to mock up my logo on the bottle, but also my actual advertisement. I really wanted to color green to stand out because I wanted to emphasize what “GRN JUICE” meant.

I went through several iterations until I ultimately decided on my final one.