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VAYU EXOTIC JUICES

Design Concept

My goal is to create a product that will help inspire the younger generation to explore the world beyond themselves and to try new things. It is intended for Americans, as well as other individuals who may not be familiar with other cultures or countries.

Objective

The goal is to create a fun and memorable organic juice brand that entices people to try new flavors from around the world and to experience new fruits they may not have even encountered before.

Target Audience

Individuals who are curious and open to trying new things. Individuals willing to spend more on organic products. The targeted population includes individuals of all ages, but primarily children, teenagers, and young adults.

My Duty

Concept Development, Product Design, Branding, Advertisement, Visual Identity, Logo Design

Inspiration

It was important for me to gain an understanding of how best to translate this message to the younger generation, so I sought out brands that had cartoon characters and illustrations in their products that were attractive and eye-catching to children and teens.

Sketches

My first step was to obtain exotic fruits I could use to create a fun character to represent each fruit. For this reason, I wanted the characters to appear to be experiencing a sugar rush in order to convey the idea how delicious they are.

Logo Design

While searching for a name for this company, I looked at names of fruit deities from around the world that could be suitable as a brand name. During my research I came across the name vayu, which in Indian mythology is the god of fruit and rivers. Therefore, I used that name for the entire brand. Additionally, I wanted the typeface to have a clean, fun, and modern appearance to match the cartoonish look of the characters. In general, the color green is associated with nature, fruits, and vegetables, but I wanted to use the color red violet as the main color to represent celebration. In other words, I wanted to make the tasting of newer fruits a special occasion.

FINAL LOGO DESIGN

PATTERNS

My goal was to incorporate the natural colors of the exotic fruits into the pattern and to make the colors bright and colorful as a result of showing how fun and wild these fruits are.

MOCKUPS

The mock-up illustrates the main idea of the restaurant in large part, including menu items named after Japanese gods and demons along with most popular Japanese drinks and desserts. Due to the pandemic, the restaurant has instituted a dress code that includes Japanese demonic masks as a way to reflect the restaurant's underground atmosphere and protect clients and staff. The design for utensils, bowls, business cards and uniforms are designed to match the theme of the restaurant.

REFLECTION

In my opinion, Vayu was one of the most challenging projects I have worked on, as it required a great deal of effort to create everything from hand-drawn characters to digital illustrations to vector images. It was nevertheless a satisfying outcome, and highlights the message that I was trying to convey: being more aware of what is outside our own sphere of influence.