Fruit Smash is a new hard seltzer line launched by New Belgium Brewing Company. The goal of our collaboration was to create brand visuals and packaging that would convey their personality and flavors. To accomplish that objective, I contributed to the design including the logo which further established the brand's vision of unexpected, fun, and boldness.
The challenge was to create a design that stood out from its competition while remaining true to the New Belgium Brewing Company. We needed to convey the cheekiness, brightness, and adventurous nature with age-appropriate graphics and product descriptors.
The team utilized fruits as the primary element to characterize different flavors and used softer yet modern colors to highlight the product. We also collaborated with a local tattoo artist to customize the mascots as
a way to further personify the brand. As for the logo, we decided to use script font with black color to deliver
a bold and playful vibe, grabbing customers' attention at first glance.
