THE BIG SQUEEZE
The Big Squeeze is a retro themed organic juice brand. Styled after vintage 1940s fruit crates and assorted packaging, it attempts to bring the colors and aesthetic of the past to a modern audience. The design also reflects a time without added ingredients and preservatives, giving potential customers a hint about the kind of product they’re buying. The Big Squeeze is the perfect beverage for anyone looking for pure, refreshing juice with a fun visual twist.
Instructor:
Paul Sheriff
PROCESS
The name of the product, The Big Squeeze, was given to us in the assignment, and it immediately screamed 1940’s. Because of this, I had a strong aesthetic base to style my design after. For the logo, I was particularly interested in the title cards of detective films from the period. To tie it together with the packaging, I referenced the intricately drawn and deliciously colorful produce crates from the era. While this would require me to digitally paint the fruits and landscape seen on the packaging, the result was worth the extra effort.
Early variations of the logo. I enjoyed the 3D effect, but it created too many issues on the label.
Three variations of the brand’s products. All images seen on the containers were illustrated by myself.
The image on the front continues to the left side panel.
A close up detail of one of the illustrations.
Three sides of the containers shown at once.