PACKAGING & MERCHANDISING DESIGN - PROJECT 1

 

22/4/2026 - 4/5/2026(Week1-Week2）

ZHANG QIYU/0384019

Packaging & merchandising design/Bachelor of Design in Creative Media/Taylor’s University

Project 1 : Uncle Jeff Kombucha Label Redesign

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LECTURE

Uncle Jeff Kombucha is a brand of sparkling, fermented tea (kombucha) founded by Jeff Lau during the pandemic. The brand focuses on creating delicious and affordable kombucha in Malaysia using 100% locally-sourced ingredients and pure fruits and spices with no artificial flavorings. 

The existing label, while unique, presents an opportunity for a professional and commercially appealing redesign to help the product better compete and communicate its artisanal, local, and premium qualities in the modern beverage market. 

Target Market 

1.Primary Target Audience (Based on Brand Context): Health-conscious individuals and foodies in Malaysia who appreciate local, artisanal, high-quality, and unique food/drink products. They are likely interested in supporting local businesses. 

2. 2.Secondary Target: Consumers seeking healthier, low-sugar alternatives to sodas and other processed drinks. 

Label Design Requirements 

Deliverables 

1. Design Rationale (Report): A 1–2 page document detailing: 

○ The chosen visual direction (e.g., Rustic Traditional, Modern Minimalist, Vibrant Malaysian Pop). 

○ Justification for the colors, typography, and imagery used to convey the local, artisanal identity. 

2.Visual Mock-up: A high-resolution digital image showing the new label wrapped realistically around the large brown bottle and physical mock-up. 

3.Label Die-Line/Flat File: A to-scale visual design of the label showing all text, graphics, and the exact cutting shape.

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INSTRUCTION

1.Design Rationale (Report)

For this project, I redesigned Uncle Jeff Kombucha’s label by creating a cleaner and more premium visual style. I researched the brand identity, target audience, and existing packaging before developing a new colour palette, typography system, and layout direction. My goal was to make the packaging feel modern, handcrafted, and suitable for contemporary consumers.

Fig.1.1 Design Rationale（PDF）

2.Visual Mock-up:

For my first design stage, I started by creating the overall background composition and developing the main logo placement. I focused on establishing the visual direction, colour balance, and overall layout structure to create a clear brand identity for the label.

Fig.1.2 Process 1

In the second stage, I added typography, flavour information, and product details into the layout. I explored font hierarchy, spacing, and information placement to improve readability while maintaining a clean and professional packaging appearance.

Fig.1.3 Process 2

For the final stage, I made several small refinements to enrich the overall visual outcome. I adjusted details such as spacing, graphic balance, typography alignment, and supporting elements to create a more complete, refined, and visually engaging label design.

Fig.1.4 Process 3

Label image

Fig.1.5 Final Label image

Fig.1.6 Final Label image（PDF)

Entity model

Fig.1.6 Final Entity model

Fig.1.6 Final Entity model

Fig.1.6 Final Entity model（PDF）

3.Label Die-Line

Fig.1.7 Final Label Die-Line

Fig.1.8 Final Label Die-Line（PDF）

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FEEDBACK

Week 6：

• General Feedback:The design direction matched the brand identity, but the composition still required stronger visual balance and clearer structure.
• Specific Feedback:Improve the overall layout, logo placement, and typography hierarchy. More attention was needed on information organisation and readability.

Week 7：

• General Feedback:The revised design appeared more cohesive, professional, and commercially appealing after the refinements.
• Specific Feedback:Refine spacing, typography alignment, and supporting design elements to make the label more detailed and visually polished.

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REFLECTION

Experience

Through this project, I gained experience in label design development, typography hierarchy, colour selection, and packaging layout planning. I also learned how to create a stronger visual identity that fits a brand and target audience.

Observations

I observed that small design decisions such as spacing, typography placement, and colour balance can greatly affect the overall appearance and readability of packaging design.

Findings

I found that a successful label design requires a balance between branding, visual aesthetics, and functional information. A clean and organised layout can make the packaging appear more professional and commercially appealing.