Work In Progress
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.
Branding
Logo
The Jubi-Yún logo is designed to feel playful, soft, and approachable, using rounded, inflated letterforms that mimic 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
A vibrant, multi-color system communicates both flavor and emotion, reinforcing a brand that feels joyful, refreshing, and expressive while also enhancing shelf visibility.
Jubilant
HEX:
RGB:
CMYK:
#D4312D
212, 48, 45
0%, 77%, 79%, 17%
Dreamy
HEX:
RGB:
CMYK:
#E3DBD5
227, 218, 213
0%, 4%, 6%, 11%
Spright
HEX:
RGB:
CMYK:
#D6C927
214, 202, 39
0%, 6%, 82%, 16%
Verdant
HEX:
RGB:
CMYK:
#124E39
18, 78, 57
77%, 0%, 27%, 69%
Claire
HEX:
RGB:
CMYK:
#A3ACD7
163, 172, 215
74%, 42%, 0%, 34%
Brand collateral
Multi-pack Carrier and single beverage packaging
For the multi-pack carrier, flavor is communicated through a tag and visible bottle labels through front and back windows. This window system allows for easy identification of flavors without needing additional printed packaging, while the tag provides necessary information in a flexible format. This reduces waste by eliminating the excess from mass production of flavor-specific packaging.
Individual bottles are packaged in reusable glass bottles, supported by a bottle return system (similar to Primo Water) that allows customers to engage in Jubi-Yún's sustainable values. Additional elements, such as the bottle seal tape, function as both a security feature and an opportunity for brand messaging, enhancing interaction and engagement.
Promotional Kit
The promotional kit that highlights Jubi-Yún's sustainable values, providing a set of drink dishes to enjoy treats in as well as bamboo fiber straws large enough to suck the nata de coco cubes right up! A booklet and t-shirt show how the Jubi-Yún's design language can be translated across different mediums while maintaining brand recognizability.
Moodboards
