Brand Creation

GREEN JUI$ is a tequila brand I conceptualized as part of a brief that challenged us to design a product inspired by our own personal quirks or shortcomings. As a college student navigating the balance between academics and leisure, I aimed to create a brand that embodies the university experience—encouraging fun weekends while emphasizing the importance of being (at least somewhat) financially responsible.

The route I chose for design took a lot of trial and error before eventually landing on a theme of black-and-white photography complemented by bold typography and a vibrant color palette. I chose green to represent the brand name while the photographs I chose capture night life. The use of black-and-white photography allows the green elements to immediately catch the eye, drawing attention before the viewer transitions to the details within the images. Combined, these elements create packaging and collateral designed to resonate with and capture the attention of university students.