"Rosa was an amazing partner... She helped bring that core out to form a new animated logo and refreshed packaging, each of which has been a massive hit with our customers and retailers. We look forward to working with her more!"
I have been working on a bunch of different projects with FICKS since April 2021. First up was changing the bottom part of their logo.
Brief: Redesign the secondary information of the logo "real fruit - hard seltzer" to bring the focus on 'real fruit', as well as encompassing the fun, easy going nature of the brand, and moving away from the elegant, upmarket look, initially created for the cocktail mixers. The entire logo should then be animated with reference to liquid and bubbles.
New skills developed: Resisting the urge to mention the time difference on every zoom call, discovery sessions with clients, mood-boarding, proposal write ups, rebranding based on a change in direction, creating a logo manual, making three different fonts harmonise, communicating product elements through logo animation.
Scroll further down for social media animations and packaging designs.
A questionnaire, discovery session and mood board led to ideas back and forth with FICKS and finally a logo manual once we agreed on the final design.
Key decisions for the animation were:
· Focus is on 'REAL FRUIT' with elements of liquid and bubbles
- Emphasis on authentic and home-grown feel through some 'cel' animation.
- 'HARD SELTZER' should look like it's being written.
- The 'FICKS' animating on should maintain the upmarket and elegant look from before.
Experiments and Process
To figure out how best to execute the animation, I tested in Animate, Photoshop and After Effects.
Social Media Animations
To compliment FICKS instagram page of product imagery, happy customers and memes, animations will scatter their feed to elevate their content to create and account that's entertaining as well as informative.
Variety Pack Design
After the logo redesign, FICKS asked to redesign the 12pk variety box of their hard seltzers, their biggest seller.
Brief: Redesign the variety pack to represent the new look and feel that the logo redesign has brought to the brand. A non-negotiable is to have the cans displayed on each side, as well as real fruit pictured.
"FICKS reached out to Rosa at the beginning of a rebrand, and in need of some creative direction. Rosa was an amazing partner in getting to the core of what our California hard seltzer brand was about, particularly impressive given she wasn't in California and hard seltzer was not yet big in Europe! She helped bring that core out to form a new animated logo and refreshed packaging...each of which has been a massive hit with our customers and retailers. We look forward to working with her more!"