Design descriptions are featured below each slide.
DIRECTION 1: COFFEE & INKBRUSH — FRONT
Dark brown coffee background refers to fresh cup of liquid coffee. Energetic brushstroke typography adds relatable, human touch. Dynamic, asymmetrical layout. Rear of package not featured.
DIRECTION 2: COFFEE BEAN CONTRAST — CASCADE FRONT & REAR
White background with dark coffee beans creates an eye-catching pattern. Clean product points over brightly colored area can't be ignored. "Scattered" bean effect is quirky, fun, and kinetic, and speaks to the optimism of the morning.
ABOVE: DIRECTION 2, ALTERNATE VIEW
DIRECTION 3: CLEAN & MODERN ILLUSTRATIONS
White & cream colored background with pattern of coffee ephemera creates a foodie-driven pattern. Illustrations reinforce product concept, showing different types of coffee the FitCreamer product can be used with. Scribbled illustrations are organic, personal & fun, and speak to the optimism of the morning.
ABOVE: DIRECTION 3, ALTERNATE VIEW
DIRECTION 3B: CLEAN & MODERN
Design 3 stands up without the illustrations. Clean, spacious and confident, it removes the quirky fun and tilts the product toward a more serious category. Further simplification would create a label effective in a medical / prescription context.