With many of the concepts unsuccessful during digital testing it was back to the drawing board. Thoughts were generated around the concept of the times of day, with one member mentioning how suns and moons could indicate to the customer what time of day to take the product. This then sparked inspiration in how the orbits of the earth and moon around the sun cause the time of day. Research was then conducted into themes surrounding this looking at visual inspiration in the orbits...
Sketches were drawn from these trying to form a concept/logo. Words associated were also written out to generate ideas. From this exploration the name Luna Brew stood out as it linked to the concept and described how the orbits define the time of day the product is taken. The name itself was also catchy and warm/homely in a way that was originally planned.
These sketches were then taken digitally to create a logo that aimed to represent the sun,moon and earth as well as the three times of day. Various circular compositions were arranged. Type was then brought into the icons. At first Futura was used due to its modern associations, however this vector style began to lose a homely brew touch. Therefore, more hand rendered type was explored.
The hand rendered type alone was not enough to achieved the full homely effect. This was resolved by printing the logo, tracing this and then re-scanning it. This achieved a hand rendered effect all round and a much warmer appearance all round.
This established logo was then applied to packaging in the style from previous experiments. Sun and moon illustrations were added to indicate the times of day to take the products and to link to the concept. These were also tried in a hand rendered style, however this looked too childish.
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