Packaging Branding UI/UX Art Direction
Nectar is dedicated to sharing extraordinary flavors and cultural heritage through indigenous drinks. This mission involves preserving and respecting these traditions on a global scale, celebrating the richness of indigenous cultures, and making centuries-old unique tastes accessible to everyone.
For this packaging design, we drew inspiration from the fizz of the drinks, incorporating bubbles shaped like the main ingredients into the design. This concept was extended to the edges of the labels: Suameitang, made with plums, features a rounded scallop edge, while Tepache, made with pineapples, has a saw-tooth edge. The labels open up to provide customers with more information about the drinks. Once the labels were produced, we art directed and photographed the products with props and backdrops that convey the colorful and energetic vibrancy of the brand.
Instructor: Justin Colt
FALL 2023
Collaborators: Pei-Che Lin, Rosie Han
Recognition: 1st place - Dieline Concept Award Beverages Category
THE PROCESS》
The project began with extensive research into the product’s core values - purity, vibrancy, and a modern yet organic appeal. From there, we developed a visual identity that balanced minimalism with a bold, dynamic aesthetic. The logo design was a key element, crafted to feel fluid yet structured, evoking both nature and contemporary refinement. The packaging was designed with a tactile and interactive approach, ensuring it stood out on shelves while maintaining a sustainable, functional structure. Beyond packaging, the art direction extended into the website and merchandise, ensuring a cohesive brand experience across all touchpoints.
Each step: typography selection, color palette refinement, and material exploration was intentional, reinforcing Nectar’s brand story. The final result was a visually compelling identity that seamlessly blended aesthetics with purpose.
I led the branding and visual identity for Nectar, overseeing logo development, packaging design, and art direction. I also independently designed the website and merchandise, ensuring a cohesive and immersive brand experience.