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Raw'd (Student Project)

Designer: Grace Chew
Project Type: Student Project
School: RMIT University
Course: Communication Design
Tutor: Renato Gallina
Location: Melbourne, Australia
Packaging Contents: Cold pressed juice
Packaging Substrate / Materials: Frosted glass bottle, paper

This particular student based project was initiated to create a 100% cold pressed juice brand and the bottle packaging. The brand name Raw'd is a combination of the words "raw" and "pressed" into a contrasting word that means the freshness and qualities of the ingredients in the juice are kept even after being pressed into juice.

The keywords of the brand are raw, quality, and organic. The brand knows what it's doing and is very serious about it, therefore I took a direct and simple typography approach to it. To make the brand more straight forward and speak of honesty, the label is designed to let consumers read the ingredients first, before the brand name. The graphic element that the bottle carries is the triangle that was taken from the apostrophe in the logo itself.

What's Unique?
In order to carry forward the idea of rawness and organic, I've used a textured paper for the label and the uneven curved edges to add more character to the bottle. There is also a die cut of the graphic element on the side, and spot UV effect was used on the logo.

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