BOTTLE: BLACK AND WHITE
![](https://cdn.myportfolio.com/baed0dd5-ed8b-450a-8501-8ccded8873cf/a57b9027-7b21-4cc1-b7e4-01b24dc6d9a1_rw_3840.jpg?h=c1c892b6bece40c5e18f2311db691624)
![](https://cdn.myportfolio.com/baed0dd5-ed8b-450a-8501-8ccded8873cf/a56a9edf-2eb7-4625-8d42-89b426b8192e_rw_3840.jpg?h=4b4bb3f3cbb9b5b443b38d6c958b3a34)
CAN: BLACK AND WHITE
![](https://cdn.myportfolio.com/baed0dd5-ed8b-450a-8501-8ccded8873cf/2be28b09-77f9-42e0-8eaa-cc83d76046e9_rw_3840.jpg?h=712219a7399a5d79d8179f60a0d3be77)
![](https://cdn.myportfolio.com/baed0dd5-ed8b-450a-8501-8ccded8873cf/74957a49-3b81-45f5-b296-939918454351_rw_3840.jpg?h=546e46205d28d933090d3636910b1751)
PRIMARY AND SECONDARY LOGOS
![](https://cdn.myportfolio.com/baed0dd5-ed8b-450a-8501-8ccded8873cf/4fb24db0-7202-4548-b33c-7239ae5d5376_rw_1200.png?h=8198eac540b24bd5989169d04495c010)
![](https://cdn.myportfolio.com/baed0dd5-ed8b-450a-8501-8ccded8873cf/75c3b677-600e-4b3e-a8c8-5f9a0fc073d9_rw_1920.png?h=faab26ccf0038a17e8abf8e8dbfbef82)
BRAND STORY AND IMAGERY
I was asked to work on the design strategy/brand identity from scratch. The idea was to avoid any references to racing and focus on the word 'PITSTOP' as an act of taking a break from the mundane.
I worked on multiple concepts, below are the various design experiments conducted to arrive at the final concept.
LOGO CONCEPT OPTIONS
THEME: ADVENTURE/CAMPING/MOUNTAINS
The first concept was to build a story around taking a pitstop during a road trip through the mountains. It builds on the mountain icons commonly used in the branding for classic beer/seltzer companies, bringing familiarlity with an adventurous twist.
![](https://cdn.myportfolio.com/baed0dd5-ed8b-450a-8501-8ccded8873cf/b7371244-cebd-46f4-9553-6f8bf285d3cf_rw_1200.png?h=f381c8c5f18d977ceadb2670f40f9694)
![](https://cdn.myportfolio.com/baed0dd5-ed8b-450a-8501-8ccded8873cf/41d22581-ade2-46b5-961a-5852aaab46d2_rw_1200.png?h=1b670e6a02cc3d6a7da70e3bad6ce920)
![](https://cdn.myportfolio.com/baed0dd5-ed8b-450a-8501-8ccded8873cf/fa16b36c-5de2-4e6c-9937-6d2fea4ee500_rw_1200.png?h=25e470067a282aa07255064a62a0843b)
MASCOT: CHAMELEON
Another option was to use an animal mascot that lends a fun, quirky vibe to the identity. A chameleon seemed apt as it would allow us to play around with the brand colours when new flavours were introduced.
![](https://cdn.myportfolio.com/baed0dd5-ed8b-450a-8501-8ccded8873cf/6a8a9b87-8541-4f59-9328-2941653168d5_rw_1200.jpeg?h=c232b390b6d9608dddcc32e131e90f65)
![](https://cdn.myportfolio.com/baed0dd5-ed8b-450a-8501-8ccded8873cf/12dee698-addd-423e-b482-5ff037fac0e1_rw_1200.jpeg?h=26d5109cc5d1cd449e1d3c63e815bd81)
![](https://cdn.myportfolio.com/baed0dd5-ed8b-450a-8501-8ccded8873cf/d6ac274f-c76b-4a8b-91b0-54b496d0fa2f_rw_1200.jpeg?h=83c188e4c07c3cb80376fbd2b7a7ce77)
![](https://cdn.myportfolio.com/baed0dd5-ed8b-450a-8501-8ccded8873cf/4bb3add6-e0f2-46dc-b974-bf3554e50b92_rw_3840.jpg?h=04a9420ac8323d064a222532ce4e0bb4)
![](https://cdn.myportfolio.com/baed0dd5-ed8b-450a-8501-8ccded8873cf/34feee78-6430-422a-be43-a5252f15a00a_rw_3840.jpg?h=a888ba513e6d4934d9b97112f311819c)
TYPOGRAPHIC: TEXT CENTRIC
The first concept here builds on the mountain/road trip theme, but by incorporating it into the text logo itself, it works as a little window into the scene - alluding to the idea that this seltzer might be your ticket to a wonderful adventure.
The second concept involved building a reference to fizzy bubbles as the seltzer comprises primarily of sparkling water, using a more surface level allusion.
The client gave the go ahead on the first typographic concept as it satisfied their request for a simple design alongside a meaningful story.
![](https://cdn.myportfolio.com/baed0dd5-ed8b-450a-8501-8ccded8873cf/ac1c040c-8f66-408f-b931-271e41b99244_rw_1200.jpeg?h=f51e77de64ca91cad4637c0b8c7b7708)
![](https://cdn.myportfolio.com/baed0dd5-ed8b-450a-8501-8ccded8873cf/8825bca5-3f72-4fad-b050-025b96c0e3e1_rw_1200.jpeg?h=d30b71671443ac56f60bf6f61ba9e2b0)
PACKAGING
Once we settled on a logo the client requested me to work on illustrations for the packaging and come up with a suitable story/concept that would fit the brand name and help make the product more appealing to the target audience.
CAN OPTION 1
Illustration Style: Sketch Illustration Theme: Lifestyle/Activities
This concept focuses on PITSTOP as a break from the mundane in the form of activities one might undertake on holiday/ as a hobby/ or on a journey of self-discovery. It works as an anthi-thesis to combat the drudgery of stressful jobs/deadlines or the harsh reality of modern lives.
![](https://cdn.myportfolio.com/baed0dd5-ed8b-450a-8501-8ccded8873cf/ca0202aa-81e8-444b-8e1a-29c42562a385_rw_1920.jpeg?h=d75e18c9e832be2977be385c8085709d)
![](https://cdn.myportfolio.com/baed0dd5-ed8b-450a-8501-8ccded8873cf/29cb89e7-754e-4005-8022-1976392fefec_rw_1200.jpeg?h=811cbffe8b5e6f84eebde13ea713d42a)
CAN OPTION 2
Illustration Style: Vector icon art Illustration Theme: Points of rest
This concept leans more toward location. It showcases PITSTOP as a physical place one might visit for respite from a mundane, unwelcoming world. For example: A joyous festival in the midst of a city, an inviting island in a vast landless ocean or a treehouse in a wild uninhabitable jungle!
![](https://cdn.myportfolio.com/baed0dd5-ed8b-450a-8501-8ccded8873cf/fccfdb8e-e46b-47cc-ba1f-caee2fe98cc3_rw_1920.jpeg?h=45e4379e15de058e8ae2a79c5c360c45)
![](https://cdn.myportfolio.com/baed0dd5-ed8b-450a-8501-8ccded8873cf/c262fe84-17ae-4dde-97b8-d65715448d11_rw_1200.jpeg?h=7e839852daa83d0df8d2191ae81e5348)