Project Overview
This project focused on developing a juicery brand extension for Starbucks, blending the familiarity of the existing brand with a fresh, elevated identity. Working collaboratively as a team, we created a logo and cohesive brand system centered on themes of elegance, freshness, and vitality. The final concept reimagines how a juicery experience could live within the Starbucks brand while maintaining a distinct visual presence.
INITIAL SKETCHING
Beginning the project, my whole team started off with brainstorming and sketching. Below are my initial sketches for the project. Since our theme was elegance, we decided to experiment with a logo including a swan and some sort of fruit.
LOGO DIGITAL ITERATIONS
BRANDING PACKAGE
