This school project was about taking an existing brand and rebranding it to a different personality using type, with very minimal, if any, illustration. I chose to rebrand the toothpaste brand Crest, because the original packaging is very compact and there is a lot of information to absorb at a glance.
Moodboard
I really enjoy the simplistic yet colorful style, so all of the images for my moodboard convey that one way or another. An overwhelming amount of text on a package is unattractive to me, so even though I wanted to maintain a more retro style, these would be the basis for my design.
Sketches
I kept the sketches very simple because most of what I was going after would be achieved through type and color. One thought I had was including an actual crest, so I included that in multiple of my sketches. Another thought I had was having text in a toothpaste squiggle.
Digital Drafts
I wanted to use bright colors to mimic 50s packaging design, and I made the letters look like they were written in toothpaste. I also tried out a 3D effect on one, and even though the letters ran together and it wasn't all that legible, I really liked the concept.
At first, I decided to tone down the colors a lot, to make it easier on the eyes. I moved forward with the 3D effect, but with multiple revisions to make it less of an eyesore.
Final
In the end, I added a black outline behind "Crest" to give it more definition and gave it a solid white background. I fixed a lot of type hierarchy and caps.
