New Leaf is a food and beverage brand I designed and developed to include wine, coffee, and cocoa.
New Leaf Mood Board
During my mood board research, I used the words "pure, natural, and lively" to describe my brand and the product. I wanted to use earthy shades of blue, green and beige, along with abstract imagery of water droplets and marble to complete the packaging. I decided to call my brand “New Leaf” because all of the products originate as plants or a “new leaf.”
New Leaf Logo
When designing the logo, I needed to keep in mind that it would be placed on different packaging. I created a simple branch shape with leaves flowing off in different directions. I used a teal color for the type and a serif typeface. I liked the contrast between the smooth rounded leaves and the edges of the type.
New Leaf Packaging Dieline
The box of cocoa started as orthographic drawings of all sides of the box. Then I used a dieline to create, print and assemble the box. The cocoa box was meant to be as realistic as possible with a recipe, back story, health benefits and even a UPC code.
New Leaf Wine Bottle
For this project I chose to produce a white wine because the color worked well with my chosen color palette. I modeled the wine label after the front of the cocoa box so they would be recognizable as a brand. My favorite part is the contrast between the label, wine and dark teal cap.
New Leaf Coffee
I once again designed this label to be similar to the others. For this packaging in particular there were certain elements we had to have including where it was from, its origin story, the weight, best-by date, etc.
New Leaf Products
After the cocoa box was assembled, I printed labels to stick onto the wine bottle and coffee bag to photograph all three together.
New Leaf Marble
This was the marble pattern that I chose to use as part of the New Leaf brand.