new planet: brand & packaging redesign

exploration

New Planet approached me with a desire for a fresh logo and updated packaging. After understanding their target market, brand goals, and company story, I explored three logo concepts. Simultaneously, I delved into the conceptualization of can designs for their flagship beer brands, offering the New Planet team a holistic view of how the new logo would synergize with the brand’s fresh packaging. Take a look at my process below.

The client deck above shows my concept exploration and expansion. After sketching and ideation, three concepts were presented to the client.

rebranding

The logo concepts were inspired by space and the boundless ‘new’ world of gluten-free options. The final iteration blends the idea outer space and Colorado's natural outdoor beauty. This interaction comes to life in the product packaging especially. Hand-drawn typography brings an organic, relaxed vibe allowing room for playful shapes, inviting patterns, earthy hues, and hand-drawn elements to take shape. The goal was to modernize New Planet’s aesthetic while keeping it fun, casual, and approachable. An additional intention was to infuse a contemporary aesthetic, shedding any outdated elements while integrating "gluten-free" into the primary logo. The revitalized logo is based on the idea that this new planet has no boundaries for the gluten-free drinker. Custom lettering was created for the beer brand names and important call-outs. Varied vowel cases add a lively energy to the letterforms and vary throughout.

packaging

In an era of market saturation, the challenge for a small craft brewery lies in making a memorable impression. My solution for New Planet draws from small scale studies that show the substantial impact of paperboard-packaged 6-packs on a consumer's product engagement on the shelf. These wrapped packs not only command attention in the cooler or on the shelf but also strategically expand New Planet's visual presence, ensuring it occupies a larger share of the consumer's gaze and gives them a leg up on their competitors.