FRESHLY SQUEEZED
BRAND & WEBSITE DESIGN
SUMMARY
Freshly Squeezed is a upcoming orange juice company that hired me to create their brand and website design. For the next four weeks, I will be working on the logo, email blast, print ad, and website wireframes and final web design for the company. This project will help me strengthen my skills in Adobe Photoshop and Illustrator, along with using Figma for the first time for wire-framing both desktop and mobile user sites. The idea for this project is to help me get familiar with brand design and UX/UI design.
ROLE
Visual Design, Web Design
DATE/DURATION
January 2023 / 4 weeks
TOOLS
Photoshop, Illustrator, Figma
TEAM
Solo
WHY
School / Portfolio
DESIGN PROCESS
CREATIVE BRIEF
To start off the project, I created a creative brief to help me keep in track with the project and help me know how to approach the company's target audience and aesthetic. Initially, I wanted to go for a vintage aesthetic for the company, but later on, I decided to change up the vibe and aesthetic of the company after looking at inspiration photos on Pinterest and falling in love the with bubbly and summer feel. The orange and blue color scheme really caught my attention more than the green and orange color scheme I originally went with, because it reminded me of summer and how a glass of juice would be so refreshing which is perfect for the company's brand.
LOGO
During week one, I made multiple sketches when it came to creating a logo. For the first couple of sketches, I went with a juice box as the main component of the logo, adding juice squirts to the side to make it look fun. I started to draw an actual orange, thinking of it as a mascot for the company, really trying to go for the bubbly and fun look for the company.
After receiving feedback, they loved the idea of having an orange cartoon be the face of their brand. I began to digitalize the logo by using Adobe Illustrator. I added the company's name to the logo, letting it surround the orange so it'll all be cohesive.
EMAIL BLAST
For week two, I was to create an email blast for the company where it will showcase their sales and reach out to their audience. I first started with some skeletons of what the layout of the email blast should look like, doing some research by looking at some of the emails I receive and which ones catch my attention the most. Once I picked a skeleton that I believed was the best, I used Illustrator to help me create the email blast.
PRINT AD
Week three is when I designed a print ad for the company. I started with researching different types of orange or any juice company ads, wanting to see what trends and aesthetics they like to use for their advertisements. Mostly all of them were colorful and have someone enjoying the drink, I also noticed that the background color would be bright orange or a meadow with the sun in the background. So I took notes of that as well and decided to combine these things but also make the company stand out from the rest of the competition.
I began with my sketches for potential layouts before digitalizing the final print ad in Photoshop. For the final design, I wanted to give it a refreshing look. Like in the beginning, I really fell in love with how the blue and orange complimented more than green and orange. With the blue, it really helped the orange stand out and become the main focus of the print ad. I also added like a grainy and paper texture to the design to make it look sharper.
WEBSITE DESIGN
USER FLOW MAP
The last week of this project, I started by creating a user flow map to showcase how the navigation layout of the website. I used Figma to help me create my user flow map.
SKETCHES & WIREFRAMES
The most challenging part of this project was creating the sketches and the low fidelity wireframes for the website. I did a lot of research on what juice companies websites look like and how they structured it. I wanted Freshly Squeezed's website to be intuitive and feel like the user's been on this website before, making it easy to navigate since that's the most important aspect of it.
FINAL WEB DESIGN
For the last few days before my deadline, I began to add the finishing touches of the website design, making sure everything is cohesive and looks easy to navigate. I reminded myself to keep things simple and not to overcrowd the pages so it wouldn't look messy and all over the place.
VISUAL DESIGN & BRANDING
Lastly, I created a cohesive brand image with bubbly and fun typography and bright colors, emphasizing refreshing and summer feel, and a logo that is easily recognizable to consumers.
FINAL THOUGHTS
This project really helped me understand how UI/UX designers work and how to do research and analytical processes. My goal in this project was to step out of my comfort zone and create things that I have never done before, such as creating wireframes and using Figma.
I faced many challenges during this project, such as changing the entire creative brief and trying to be consistent with the elements I used when designing the brand. When receiving feedback from my professor, I took her constructive criticism and made changes that were necessary in this project. Like making the logo as simple as possible and not overcrowding the email blast from what my wireframes initially looked like.
There are many things I want to change if I were to do this project again. Such as making more in-depth wireframes for the website design. I only had a week to complete the wireframes and design of the website, so I had to cut down so much to meet the deadline. Another thing I would change is to make the logo simpler like removing the legs of the orange and maybe even take out the sliced orange.
Overall, I was able to have a more deeper understanding of how UI/UX design works and I'm proud with the results of this project.
