Packaging and Merchandising Design | Project 1

on

16.10.2025 - 3.11.2025 (Week 4 - Week 7)
Caitlin Ong Lynn Dee / 0343801 / Bachelor of Design (Hons) in Creative Media
Packaging and Merchandising Design
Project 1

INSTRUCTION


Project 1: Uncle Jeff Kombucha Label Redesign

Project 1 is where we have to redesign an Uncle Jeff Kombucha Label that is shelf-ready, distinctive, and clearly communicates the product's local authenticity, artisanal quality, and unique flavoring to the intended consumer. On top of that we have to redesign the labels of bottles in different sizes. 

Label Size:

  • Large bottle: height 9.5cm × width 18.5cm
  • Small bottle: height 6cm x width 14.5 cm

Fig 1.1 Project 1 Brief


Fig 1.2 Uncle Jeff Kombucha Large & Small Bottle Front View

Fig 1.3 Uncle Jeff Kombucha Large & Small Bottle Side View

Fig 1.4 Uncle Jeff Kombucha Large & Small Bottle Back View

After looking though, the brief I draw a mind map to what are the most important visual aspect I have to keep in mind. As for flavor I choose Nutmeg.


Fig 1.5 Uncle Jeff Kombucha Redesign Mindmap

With the Mind Map it give me a clear idea for my visual direction and design elements. From the I look though Pinterest for inspiration.


Visual Direction

For the visual direction the art style will have a hand drawn look to create that artisan aesthetic. Since Malaysia is pride itself for being the most diverse country the hand drawn look allows to communicate in a universally way and it shows a sense of human warmth which make the outlook appear friendly.


Fig 2.1 Visual Direction Mood board


Design Elements

Color Scheme
Uncle Jeff Kombucha mainly contains wide range of Malaysian flavors. The color scheme is inspirited by Malaysia’s environment ranging to heritage houses, local food and vintage household appliance. This will help to identify to traditional local feel of the brand. In additional the natural color scheme makes a clear indicates the product is heathier.

Color Scheme Process
I pick 3 pictures from Pinterest that represent Malaysian Culture. And I use a website called ColourKit to help to sort out the colors within an image I selectively pick the colors that are suitable to intergrade into the label. I even made some adjustments the color scheme.


Fig 2.2 Color Scheme #1: Extracting color from the Image


Fig 2.3 Color Scheme #1:  Adjusting the Colors

Fig 2.4 Color Scheme #2: Extracting Color from the Image


Fig 2.5 Color Scheme #2: Adjusting the Colors



Fig 2.6 Color Scheme #3: Extracting Color from the Image



Fig 2.7 Selected Color Schemes


Fonts
The San Serif is using legibility, but it also helps to make the brand remain modernized to balance out from the transitional use of color and aesthetics.


Fig 2.8 Heading and Body Font


Imagery
Although the art style is going to maintain the crudeness of drawing just like the original to maintain relatability to the general consumer. But unlike the original the main focus is the image of the kombucha’s flavor to avoided clutter and confusion.

Fig 2.9 Imagery Mood board

Uncle Jeff Kombucha Label Analysis

Issues with the original label:

  • Some labels with indicate flavor even if some of them do and the placement of the text showing the flavor is obscure.
  • Inconsistent use of Typeface
  • Inconsistent label design of the same product
  • No brand color scheme

 Fig 2.10 Uncle Jeff Kombucha Label Analysis with Pictures and Captions


Sketches

I looked though Pinterest to find inspiration for the Updated Logo and Label Design. I even looked Uncle Jeff's competitors so I can learn how to make a proper kombucha label design. By then I sketched those idea down. Afterwards during class on week 6, I consult with Mr. Shamsul, he said he prefers Logo Design No.5. As for the label design he prefers No. 2 and No.3.
Fig 3.1 Logo Mood board


Fig 3.2 Logo Sketches 


Fig 3.3 Uncle Jeff Kombucha's Competitor


Fig 3.4 Label Layout Mood board

Fig 3.5 Label Sketches


Digitization

In class one friends has brought along an empty Uncle Jeff Kombucha bottle and it so happens to be nutmeg flavor I ask her permission to take picture of it as a reference.


Fig 4.1 Uncle Jeff Kombucha's Original Label Design Front View


Fig 4.2 Uncle Jeff Kombucha's Original Label Design Left View


Fig 4.3 Uncle Jeff Kombucha's Original Label Design Right View

With Mr. Shamsul's approval on the logo and label design I got to work with the digitalization. First, I started experimenting with multiple fonts for the logo until I found the right combination. 


Fig 5.1 Logo Resign Process

Fig 5.2 Final Logo

After that, I looked though the internet for stock illustration of nutmeg so it can serve as guild to help me draw the nutmeg for the label design.

Fig 5.3 Nutmeg Illustration with Reference 

When I use the initial color scheme that I have created earlier, I realized it is not suitable for branding. So I looked though a website called Color Hunt to pick a new color scheme. From what I have learn during the process of creating the previous color scheme, I pick the color that is seen most often in Malaysia which is green, brown, white and red. After some testing I finally found a suitable color scheme.


Fig 5.4 New Color Scheme Selection


Fig 5.5 Final Color Scheme 

Now that I have a color scheme I started creating icons for the label, and I pick a visual reference from the internet to draw them.


Fig 5.6 Icon Creation Process

Die-Line Design Draft
From there, I write all of the important information on the large bottle label. As soon as I finished working to the large label I transfer all of the constants in the small bottle label.

Fig 5.7 Creating a Guild for Large Bottle Template

Fig 5.8 Creating a Guild for Small Bottle Template


Fig 5.9 Label Die-Line Design Draft Large Bottle


Fig 5.10 Label Die-Line Design Draft Small Bottle


Final Die-Line Design  Progress
After gain so feedback from Mr. Shamsul. I redraw to nutmeg, and the illustration is base of a real photo to avoid copyrights. I redesign the border behind the nutmeg illustration to be more intricate. Change the heading font to make the label appear more artisan. Finally, I added so patterns.


Fig 6.1 Updated Nutmeg Illustration Process


Fig 6.2 Updated Border Inspiration


Fig 6.3 Updated Border Process


Final Outcome

Design Rationale Report

 
Fig 7.1 Design Rationale Report

Final Label Die-Line Design


Fig 7.2 Final Label Die-Line Design Large Bottle JPEG


Fig 7.3 Final Label Die-Line Design Small Bottle JPEG


Fig 7.4 Final Label Die-Line Design PDF 


Final Visual Mock-up

Fig 7.5 Final Visual Mock-up Large Bottle Front View JPEG

Fig 7.6 Final Visual Mock-up Large Bottle Left View JPEG


Fig 7.7 Final Visual Mock-up Large Bottle Right View JPEG


Fig 7.8 Final Visual Mock-up Large Bottle PDF

Fig 7.9 Final Visual Mock-up Small Bottle Front View JPEG

Fig 7.10 Final Visual Mock-up Small Bottle Left View JPEG

Fig 7.11 Final Visual Mock-up Small Bottle Right View JPEG

 
Fig 7.12 Final Visual Mock-up Small Bottle PDF

FEEDBACK

Week 6

  • In the Logo Design sketch go for No.5
  • In the label design sketch go for No.2 & No.3
  • Mr. Shamsul like the Visual Direction
  • For the color scheme choose only 3 colors
  • Nice analysis of the original Uncle Jeff Kombucha Label
  • When it comes to design the minimalist, approach doesn't appeal to Malaysian audience. They are into traditional designs, and they like to see something fancy

Week 7

  • The overall label design is good
  • For the words 3pt is too small make the size 5pt
  • The frame behind the nutmeg illustration is too plain it might be better to integrate with gradient 
  • Put some of the benefits on the front of the label

REFLECTION

Experience

When it comes to redesigning an existing product, I was often scared it didn't turn out the way it was required. Especially, when I looked around at other people's works and some of them succussed of getting the message across though their design. After consultation with Mr. Shamsul, I gain some confidence, now that I know that I am on the right track. And my label design is different take on the artisan look. 


Observation

During the process I was self-conscious on what I put in my own design. Since a lot of decorative elements can be difficult to make. And I don't know whether or not the picture I use for the decorative elements is copyrighted. But then when I look into other people's work, I realized it is possible to put decorative elements as long as I credit them and to only use image that are free used.


Findings

Creating an artisan design is one of the toughest to figure out, I notice there is a lot of elements integrated. The design must also be Malaysian oriented, since Malaysia has so many different types of cultures and it is hard to cover them all. During the first stage of label design, I did some research Malaysian artisan design. The most common one is related to Chinese culture soon after that I realized it going with that approach is too concentrated on one specific culture.

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