Design Case Study | ‘Life of the party’ bottles bring out values of inclusivity and liveliness
Shriya Seshadri, who specialises in branding and packaging, is a visual story-teller providing multidisciplinary creative services that bring out personalities in brands. The idea behind ‘MISFIT’ that makes it unique is the combination of distinctive flavours and fruits. Also, the colour of the product itself is bright and attractive.
Tell us a bit about the brand – its heritage, its story and its markets – and the brief for this project.
The brand and particularly this product wants to be the ‘life of the party’, a mood lifter and an all-inclusive club. The brief was to create something that brings out values of inclusivity and liveliness that immediately attracts an audience of all age groups, ethnicities and walks of life. The product wanted to be positioned in a way that it is perceived as welcoming, fresh and perfectly misfit. I say perfectly misfit because of the unique flavours behind this product. There’s Avocado, Pineapple and Blueberry, Banana, Peach and Strawberry, and Mango, Cherry and Dragon fruit.
How does the design express the brand’s values? What inspired the design?
To achieve this design brief, I decided to stay abstract with the packaging illustrations and to not resort to any particular category. And I also kept the logo very obviously Misfit. This works well within the idea of an ‘all-inclusive’ club. In order to achieve the designs on the packaging, I experimented with various kinds of textures particularly to do with sketching and painting because that brings about an idea of freedom and creativity. I have used crayon textures, ink pen textures, paint brush textures, sponge textures and oil pastel textures all in combination to create a packaging that celebrates diversity and even embraces it. I have also created a balance and contrast with the placement of the packaging designs – to give it a sense of minimalism with the white spaces but also an overall pop touch.
What is innovative or unusual about the pack?
For a drink product, this packaging doesn’t allow you to really see what the product looks like. It’s almost like a surprise for a new consumer. I did this to bring the focus more to the packaging and make the audience trust the product through the packaging alone.
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