New Moo! is a concept for a dairy-free ice cream brand, targeting vegan and health-conscious consumers aged 18-24. The project’s mission is to gain experience in creating brand identities, as well as designing packaging and ad campaigns for physical products.
To improve my skills in branding and packaging, also address a gap in my portfolio regarding packaging design. Engaging in this project will allow me to gain experience in creating brand identities for physical products.
Individuals with various dietary restrictions and preferences including nut-allergies, dairy allergies and vegan diets
Creating a product that is both nutritious and enjoyable, but that is also sustainable
During my initial research, I found my top two competitors. Both in the dairy free and vegan industry and created mood boards to help me develop a strategy for my brand identity.
While developing sketches for the logo, I experimented with existing typefaces and hand drawn lettering.
After sketching my ideas, I combined the concepts of my top two sketches and refined them to create the final logo.
The symbol combines flaxseed and sun rays, while the earthy color palette reflects soil and sustainability. The typeface mimics the gritty, natural texture of earth.
During the early drafts, I sketched multiple layouts and designs iterations of the packaging and poster series. In the final artwork, I refined the designs adding color, texture and making other adjustments as needed.
