Brief
It is a gummy bear brand that is big on flavor and low on sugar.
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, I wanted to create a gummy bear from the "B" in "Bearable." However, I couldn't develop an idea 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 might 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 might evoke the feeling of solving a riddle.
I aimed to adhere to the provided color scheme. It turned out to be a bit more challenging than expected. The color scheme felt childish, making it difficult to be minimalist while using all the colors.
I thought the colors could represent different flavors and serve as an indicator of what the flavor is at first glance.
Flowers were added to the pattern asset to symbolize growth and revitalization.
Packaging
"Guilt-Free Gummies" appears 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.
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.
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 where the bear shape in the logo originated.