Hoptimist is a Philadelphia-based brewery that focuses on the positive things in life, and reflects this by providing a cheery, fun environment with its branding and packaging. The project includes a carefully crafted logo, color palette, and typography & icon systems in order to achieve its signature feeling. From here, this branding is incorporated in an interactive fashion to labels and a six pack container.

Hoptimist’s target demographic is young adults to middle aged people, with a very modern and trendy feel. Additionally, all of Hoptimist’s beers are fruit flavored, with a corresponding emotion or positive attribute to each flavor. This allows for a consistent brand identity while giving each flavor a distinct personality and feel.

A&P Fresh was a nationwide American grocery retail chain that operated from 1859 to 2015. It has been likened to being as recognizable as McDonald’s or Google back in its peak of operations, and was known for consistent fresh and high-quality produce and groceries.

For this project, I chose to take A&P Fresh in a new branding direction, focusing on a sense of local community while maintaining the high-quality aspect of the groceries. For this, I developed a brand that paid homage to the brand’s legacy, while also giving it a friendly and approachable look that consumers could easily connect with and become attached to. The bright colors and illustrative qualities of the brand contribute to this feeling.

The Organic Crave is a Danish snack company that seeks to provide a healthy, guilt-free snacking experience that you can crave without feeling bad. For this project, I undertook designing the packaging for one of their granola bar lines. Instead of emphasizing the simple utility of a granola bar, I chose to emphasize fun, and play off the craving experience. The box reflects this with a unique locking mechanism on top that resembles hands reaching into the box. Furthermore, I keep the overall design playful in order to maintain the identity of the brand.