My concept for AriZona Beverage Co. Essentially rethinking what, why, who, and how they draw their namesake from, and how it can relate to its core audience.
Obviously the type is too small to read, so here’s the full length stuff. The proposed logotype is still just that, just a proposal. It could very well change as the project moves along.
Target Audience
AriZona’s drinks cater to almost anyone from any lifestyle, but loyal fans of the drink have grown to love it in a way that has really become a cult following. The target audience comes from all walks of life but center around the living-in-the-moment, on-the-go, creative lifestyle that many young adults embrace and AriZona’s identity has come to be part of that lifestyle.
Current branding and packaging
The most powerful aspect of AriZona’s current line of packaging is their use of bold, bright colors. However, apart from that, their cans do not really have much more going for it. The brand suffers from a lack of consistency in their logo and their look. Their bottled line of drinks comes in different variations, the canned drinks vary wildly in style and execution, and the font choice for all of AriZona’s drinks is, to put it nicely, poor.
Native art, the Southwest, and the creative spirit
AriZona’s identity and brand is based directly off of the great American Southwest. AriZona draws from the rich colors and tribal pattern motif of generations past, and juxtaposes it with Eastern art as inspired by the cultural connotations of tea. While solid and inspiring in concept, unfortunately their execution falls flat in across almost the entire brand.
From their logo to their distinguished bottles and cans and everything in between, AriZona’s brand is in dire need of a facelift and evolution. The tea company is the number one brand in pre-packaged tea, but they certainly don’t feel or look the part. Apart from their bold colors, the brand in no way connects to their core customers. The company should reflect the creative carefree spirit of its fans in themselves and their drinks as well.
The way the brand draws inspiration from the Southwest needs to be rethought and reworked. Instead, AriZona ought to draw inspiration from Native American art and the spirituality that is present in their culture and in the state of Arizona. Native American spirituality is a deeply personal experience that is best explained as a process and a journey — a feeling that many creative people can relate to when they’re creating their own works of art.
Cubism, Suprematism, and Constructivism
These European art movements of the early 20th century may seem unrelated to AriZona as a brand, but in fact, ties together well with their target audience. Cubism espouses the desire to represent life from all angles and in doing so, captures an image that is totally present in the moment — a metaphor for today’s on-the-go lifestyle of so many young adults that desire to experience life to the fullest.
Suprematism envisions of a “fourth dimension” beyond the three dimensions to which our bodies have access to. This correlates directly with the Native American spirituality and their beliefs in the spiritual world that directly feeds their creativity.
Constructivist art advocates art as a vehicle for social purposes. Native American art intrinisically worships the nature that they both admire and fear. Art for art’s sake is not part of the Native American mentality, and neither was Constructivist art.
All of this is to say, AriZona actually does embody all of these qualities in their brand. They appeal to an audience that desires to live life in the moment and view the world from all perspectives. They cater to a creative audience that understands the connection of themselves to a world beyond the physical that lives purely in imagination and creativity. And they endear to an audience that aspire and dream to use art and design as their form of contribution to society.
My concept for AriZona Beverage Co. Essentially rethinking what, why, who, and how they draw their namesake from, and how it can relate to its core audience.
Obviously the type is too small to read, so here’s the full length stuff. The proposed logotype is still just that, just a proposal. It could very well change as the project moves along.
Target Audience
AriZona’s drinks cater to almost anyone from any lifestyle, but loyal fans of the drink have grown to love it in a way that has really become a cult following. The target audience comes from all walks of life but center around the living-in-the-moment, on-the-go, creative lifestyle that many young adults embrace and AriZona’s identity has come to be part of that lifestyle.
Current branding and packaging
The most powerful aspect of AriZona’s current line of packaging is their use of bold, bright colors. However, apart from that, their cans do not really have much more going for it. The brand suffers from a lack of consistency in their logo and their look. Their bottled line of drinks comes in different variations, the canned drinks vary wildly in style and execution, and the font choice for all of AriZona’s drinks is, to put it nicely, poor.
Native art, the Southwest, and the creative spirit
AriZona’s identity and brand is based directly off of the great American Southwest. AriZona draws from the rich colors and tribal pattern motif of generations past, and juxtaposes it with Eastern art as inspired by the cultural connotations of tea. While solid and inspiring in concept, unfortunately their execution falls flat in across almost the entire brand.
From their logo to their distinguished bottles and cans and everything in between, AriZona’s brand is in dire need of a facelift and evolution. The tea company is the number one brand in pre-packaged tea, but they certainly don’t feel or look the part. Apart from their bold colors, the brand in no way connects to their core customers. The company should reflect the creative carefree spirit of its fans in themselves and their drinks as well.
The way the brand draws inspiration from the Southwest needs to be rethought and reworked. Instead, AriZona ought to draw inspiration from Native American art and the spirituality that is present in their culture and in the state of Arizona. Native American spirituality is a deeply personal experience that is best explained as a process and a journey — a feeling that many creative people can relate to when they’re creating their own works of art.
Cubism, Suprematism, and Constructivism
These European art movements of the early 20th century may seem unrelated to AriZona as a brand, but in fact, ties together well with their target audience. Cubism espouses the desire to represent life from all angles and in doing so, captures an image that is totally present in the moment — a metaphor for today’s on-the-go lifestyle of so many young adults that desire to experience life to the fullest.
Suprematism envisions of a “fourth dimension” beyond the three dimensions to which our bodies have access to. This correlates directly with the Native American spirituality and their beliefs in the spiritual world that directly feeds their creativity.
Constructivist art advocates art as a vehicle for social purposes. Native American art intrinisically worships the nature that they both admire and fear. Art for art’s sake is not part of the Native American mentality, and neither was Constructivist art.
All of this is to say, AriZona actually does embody all of these qualities in their brand. They appeal to an audience that desires to live life in the moment and view the world from all perspectives. They cater to a creative audience that understands the connection of themselves to a world beyond the physical that lives purely in imagination and creativity. And they endear to an audience that aspire and dream to use art and design as their form of contribution to society.
(Source: gouging)
Four Letter Words by Kasper Sonne
So I guess I should’ve had a photo of me standing up but I felt really awkward. I guess I’m really starting to love this hat, it’s an orange bowler hat and it matches the same orange of my pants, they’re both from H&M and I’m kind of obsessed with my white collared shirt now because it just fits with anything! Meh, I look kind of sleepy >A< I am, actually.
Iron Man Cover Illustrations by Adi Granov
i am way too obsessed with Loki lately
enjoy a little parody i made up because i’m so lame
based on Drake’s THE MOTTO
How you feel? how you feel? how you feel?
7 billion people and they all gonna kneel
This has been the most miserable week of my life.
Drawing something was supposed to help…well it didn’t. :/
But now you have something to look at, right?
Feel better, this is lovely
LouLou and Tummie | http://loulouandtummie.com
LouLou & Tummie is a Dutch illustration duo who spend their days building an ever expanding empire of colorful graphics and characters. Lead by their crave for toys, happiness and all things cute or robot-like they abuse their computers to spit out designs that can be found in magazines, books, advertisements, plush, papertoys, on walls and interiors, t-shirts and shoes around the galaxy.
