Velesti
Role: Designer & Brief Creator
Software: Illustrator
Logo Design, Package Design
About the Brand: Velesti is a canned fruit iced tea brand designed for any time of day to help you relax. Whether you’re kicking back on the couch after a long day, catching up with friends, or just need a little pick-me-up, Velesti is there to help you unwind.
Project Goals: The goal is to create a distinctive logo and two unique flavor product designs for Velesti, using creative landscapes rather than fruit imagery to stand out in the industry.
Design Decisions
The Creative
The Creative is a thoughtful and imaginative person who embodies calm, curiosity, and a strong sense of self. They are driven by interests in slow living, visual art, and meaningful experiences. They strongly value balance, mindfulness, and personal authenticity. Their lifestyle aligns with seeking everyday habits that support creativity and rest. They’re drawn to brands that feel intentional, visually inspired, and offer a moment of calm in a busy world.
The Social Unwinder
The Social Unwinder is a laid-back, outgoing professional who embodies warmth, humor, and an easygoing nature. They are driven by interests in casual entertaining, good conversation, and small pleasures. They strongly value connection, simplicity, and comfort. Their choices center around enjoying life’s slower moments with friends, whether at home or outdoors. They’re the type to stock the fridge with drinks like Velesti that look great, taste even better, and pair perfectly with long chats and weekend hangs.
Target Audience
The Creative
The creative is a thoughtful and imaginative person who embodies calm, curiosity, and a strong sense of self. They are driven by interests in slow living, visual art, and meaningful experiences. They strongly value balance, mindfulness, and personal authenticity. Their lifestyle aligns with seeking everyday habits that support creativity and rest. They’re drawn to brands that feel intentional, visually inspired, and that offer a moment of calm in a busy world.
The Social Unwinder
The Social Unwinder is a laid-back, outgoing professional who embodies warmth, humor, and is easygoing. They are driven by interests in casual entertaining, good conversation, and small pleasures. They strongly value connection, simplicity, and comfort. Their choices center around enjoying life’s slower moments with friends, whether at home or outdoors. They’re the type to stock the fridge with drinks like Velesti that look great, taste even better, and pair perfectly with long chats and weekend hangs.
Design Decisions
Overall Design
The overall design focuses on conveying relaxation through the use of cool-toned colors and soft, natural landscapes. These elements create a calm, approachable aesthetic that visually supports the brand’s promise of helping consumers unwind. White is used intentionally for important product information to ensure clarity and readability against the more atmospheric backgrounds.
Logo Suite
The logo features a custom, flowy script font that reflects the smooth, soothing nature of the drink itself. Its organic curves and connected lettering evoke a sense of ease.
Fonts
Typography plays a key role in balancing energy and calm. All caps are used sparingly to emphasize key elements and maintain structure, while lowercase text brings a softer, more relaxed tone.
Outcomes
While this was a creative brief, the project resulted in a logo, packaging design, and a custom mockups that brought the product to life. I explored how to visually communicate relaxation and flavor through scenic illustrations rather than relying on typical imagery, helping the design stand out in a saturated market.
This brief demonstrates my ability to illustrate and design product packaging that prioritizes clarity, hierarchy, and visual appeal. I focused on highlighting the most important labeling details while maintaining a cohesive, eye-catching look. The final result balances brand storytelling with practical packaging needs, showing my strength in both concept and execution.