Penny Juice Logo Redesign

Logo and Packaging Design

Design Problem: Penny Juice provides 100% blended fruit juice concentrates that are specially made for kids and meet all the requirements of the FDA with regard to subsidy and nutrition. For the upcoming summer holidays, Penny Juice is launching a new variety pack that includes seven of their most popular flavors, all perfectly sized for home use!

Design Solution: I wanted to update the logo with playful fonts and bright colors to represent the fun of Penny Juice. With the bright colors on the labels, I decided to keep the packaging a neutral theme, so chose brown paper as the material. Each variety pack will include seven bags of easy pour concentrates and a handy measuring cup to make sure each pitcher is as tasty as it can be. The bags can be stored in the round containers in the pantry without refrigeration.

Audience: Parents and caregivers of children ages 3 to 100.

Software: Adobe Illustrator

Penny Juice Logo
product
computer
phone app
details

Concept Development

Concept development began with sketches. I wanted to utilize a fruit-inspired color pallette and playful fonts.

After beginning work on Adobe illustrator, I very quickly I found a font called “Fifties movies” that worked great! I adjusted the colors and was on my way. Wanting to incorporate the coin idea from the original logo, I added a circle behind the text and added a gradient because it reminded me of juice.

Design Process

With the first draft ready, Aurora in Creative Services provided me with feedback on the design. She helped point out areas where spacing was inconsistent. She also thought using the “width” tool would make the circle more closely match the text by adding dimension to the stroke. I liked that idea and proceeded to spend the next several hours trying to make that happen. I found out that the width tool makes it hard to scale the design down, while still keeping everything legible. The stroke on the circle stayed too large and overpowered the text.

Luckily, after much research, I discovered “rasterize.” That solved the problem I was having. It turned my modified lines into an object that scaled easily. I had almost given up and was trying several other design ideas before trying this method. It solved the many problems I’d been having.

Penny Juice Card Front Penny Juice Card Back