Brief
It is a gummy bear brand that is big on flavor and low on sugar.
My role: Graphic Designer
Brand Name:
Bearable
Demographics:
Age: 18-35 year olds
Location: USA and Canada
Psychographics:
Interests: wellness, fitness, foodie culture, minimalism, skincare, reformer pilates.
Values: Health-conscious, balance, fun, transparency
assets
brief + initial sketches/thoughts
Design Rationale
Assets
Initially, the idea was to create a gummy bear from the "B" in "Bearable." However, I couldn't develop a concept I truly liked. I also considered incorporating the "healthy" aspect by adding leaves, but I thought it was too literal.
I decided to focus on the gummy bear.
I found an image of a bear doing yoga and noticed how stretched its arms were. I recreated that in gummy bear form. At first glance, it may not be obvious, but once recognized, it may evoke the feeling of solving a riddle.
I found an image of a bear doing yoga and noticed how stretched its arms were. I recreated that in gummy bear form. At first glance, it may not be obvious, but once recognized, it may evoke the feeling of solving a riddle.
I was provided with a color scheme, and I decided to stick with it. It turned out to be more challenging than expected. The scheme felt childish, making it difficult to achieve a minimalist look while using all the colors.
To address the color scheme issues, I utilized colors to represent different flavors and indicated the flavor at a glance.
Flowers were added to the pattern asset to symbolize growth and revitalization.
Packaging
"Guilt-Free Gummies" is prominently displayed at the top of the packaging, making it the first thing a consumer notices upon opening.
The reasoning behind its guilt-free claim is explained after the flavor section: it is low in sugar and made with real fruit juice, claiming to be a healthier alternative that fits the consumer's lifestyle.
The reasoning behind its guilt-free claim is explained after the flavor section: it is low in sugar and made with real fruit juice, claiming to be a healthier alternative that fits the consumer's lifestyle.
I assigned artificial flavors to correspond with each color of the gummy bear.
A drop shadow was added to the bears to help them stand out from the similarly colored box.
The goal is to make it easy to differentiate the flavors while shopping.
I positioned the bears near the logo to illustrate the origin of the bear shape in the logo.
A drop shadow was added to the bears to help them stand out from the similarly colored box.
The goal is to make it easy to differentiate the flavors while shopping.
I positioned the bears near the logo to illustrate the origin of the bear shape in the logo.
Challenges Faced
The images to the left show a trial of what I imagined the brand to look like.
After reflection, I realized I had missed the mark on the brand identity—it was intended to be a minimalist brand for adults with wellness in mind.
The packaging I designed felt too playful and aimed at children instead of an adult audience. I also did not include any flavors, and it wasn't immediately clear what the flavor might be at first glance.
I went back to the drawing board and did research. I researched the types of packaging that 18-35-year-olds tend to reach for, including minimalist packaging and common flavor combinations. I then started over with a better sense of competitors and what the demographic would like.
The color palette was also challenging to work with, as the colors don't exude minimalism and aren't typically associated with wellness and fitness.
Programs Used
Illustrator
Photoshop
