This project develops a beverage brand designed for young adults aged 25–35 earning between $35,000–$50,000 annually—individuals navigating a balance between work, social life, and self-care.
The objective of this design is to create a beverage that feels approachable yet elevated, positioned as a daily ritual rather than an occasional luxury. The brand must function seamlessly across single-serve and multi-pack formats while offering a range of flavors that encourage exploration and repeat purchase. Additionally, the system should extend beyond packaging into merchandise and digital touchpoints, fostering ongoing engagement and community.
Logo
The Jubi-Yún logo is designed to feel playful, soft, and approachable, using rounded, inflated letterforms that echo the light, bouncy texture of nata de coco. Its irregular, hand-touched forms introduce a sense of spontaneity and joy, aligning with the brand’s focus on small, uplifting moments in everyday life.
The cloud-like shape in the inverse mark references “Yún” (cloud in Mandarin), reinforcing ideas of lightness, refreshment, and escape while also connecting to sticker-inspired visual language.
Across its variations, the logo remains flexible and dynamic, maintaining a sense of movement and buoyancy that reflects Jubi-Yún as an emotionally engaging and joyful brand.
Palette
The color palette is vibrant and filled with energy and should be balanced with neutrals, soft tones, and tactile references. Core colors establish a recognizable identity while neutrals, familiar patterns, and textures create space to evoke nostalgia, memory, and comfort. This balance is most fully realized in the final piece, where color becomes less about branding and more about emotional resonance, reflecting the layered, imperfect nature of personal histories.
Passion
HEX:
RGB:
CMYK:
#D4312D
212, 48, 45
0%, 77%, 79%, 17%
Sunset
HEX:
RGB:
CMYK:
#E3DBD5
227, 218, 213
0%, 4%, 6%, 11%
Dandelion
HEX:
RGB:
CMYK:
#D6C927
214, 202, 39
0%, 6%, 82%, 16%
Grass
HEX:
RGB:
CMYK:
#124E39
18, 78, 57
77%, 0%, 27%, 69%
Lake
HEX:
RGB:
CMYK:
#A3ACD7
24%, 20%, 0%, 16%
74%, 42%, 0%, 34%
