Fresh up

Project Objective

To select a product, create a new brand, and develop a nationwide advertising campaign that is visually engaging, cohesive and memorable. My product choice: Deodorant for which I created the brand, “FreshUp”. Since the deodorant market is made up of a very broad range of demographics and personal preferences, I decided to target the FreshUp brand on the segment that is more sensitive to the environment and to healthy, non-chemical choices. My concept was an all natural, vegan, dye-free, no animal testing deodorant for both men and women utilizing green packaging made from recycled materials and re-recyclable.

Rough Sketches

I worked with two themes to design this logo, both taken from the product's name. For the first theme, I used the concept of fresh scent. For the second theme, I used the concept of “UP” and incorporated an upward pointing arrow.

Mockups

I choose four of my sketches, each in a different bright color to suggest a fresh scent.

Final Design

In the final logo design, I applied the upward arrow concept, to suggest positivity.