OUGD603 - Ace Tennis Clothing - Brief

The university sent us out a brief from Ace Tennis Clothing that has caught my eye;

Ace Tennis Clothing is a clothing brand for children aged 5-11 years. The idea of the brand is to make tennis clothing more fun and stylish with an all-around positive association – putting the fun back into the sport for kids!  

COMMISSION Ace Tennis Clothing are looking for a designer to creat a new, illustrated mascot for them, to represent the brand and appeal to the kids wearing their tennis clothes. 
THE MASCOT They are looking for a sporty lion with a tennis racket in hand. Think FUN, BRIGHT & SPORTY! 
Consider the audience – children aged 5-11 years 
There are no limitations or specifications on type of design or colour of the lion so be creative! 
The mascot will be used on marketing materials and on clothing so should be adaptable.

Whilst I am not an illustration student, I feel I am quite good at coming up with quick ideas and sketches for things like this.

I am going to create this mascot in two days as a quick, short brief.  Day one will be research and putting initial ideas together. Day two will be developing and finalizing the design.

OUGD603 - Pizza Box Rebrand - Brief

Fictional brief;

A client has approached me with their takeaway business. They are looking for a rebrand of their current pizza box - something fresh, modern and contemporary. They want to keep the words 'hot fresh pizza' and the red and green colours, but there is freedom with the rest of the design. 

Existing design;

OUGD603 - Roald Dahl - Hubba Bubba

Hubba Bubba is very similar to Bubblicious in terms of its packaging and design, and is another big inspiration for me.

OUGD603 - New Choice - Mockups

I've created some quick basic mockups of my two chosen designs - I'd like to take these to a crit and get some feedback on them.

OUGD603 - New Choice - Adam and Eve

I really liked the story of Adam and Eve as inspiration for my pregnancy test rebrand. My only concern is that adding a 'relationship' as such into the design element may not appeal to all women - not all women who get pregnant are in a relationship.

I also love the renaissance style of these Adam and Eve images;

OUGD603 - New Choice - Adding Textures

As I started to play around with some simple mockups for the packaging, I wanted to explore different textures and images I could use for the sides of the box.


Wood;




I love this wooden texture and feel it works really nicely alongside the front and back panels. The whole idea of the design style was to be natural and have a 'back to nature' sort of vibe and I feel the wood works well to represent this. It also alludes to the idea that the packaging is made from a natural material, which adds to this earthy sense.


Foliage;




I decided to play around with some foliage/leaf patterns for the same reason as using the wood - it created a lovely natural, earthy vibe that worked well with the packaging design. I felt that the foliage sides of the net added a real modern and contemporary feel to the packaging - and really stood out amongst other designs on the market.

OUGD603 - New Choice - Initial Basic Mockups

After some experimentation with the logotype, I was finding it quite hard to visualize how this would function on the actual packaging.

In order to help with this, I created some basic rectangular shapes to replicate the potential shape of the box/packaging. I placed the logotypes onto the shapes, and then added some basic info I took from the original New Choice packaging. 

I was really keen on how the two typefaces bounced off each other - they were a great match in creating an equilibrium between gentle femininity and contemporary design.

OUGD603 - New Choice - Logo Development

I really liked the Taken By Vultures typeface from my initial explorations, so I started to play around with it further.

Just using some quick rearranging, I came across this formation that I was really intrigued by.

I loved the way the N and C joined together as one, creating an elegant yet modern and contemporary vibe. Despite joining the two letters together, the text remained really legible, which it needed to be on some important packaging.

I then started playing around with different ways of incorporating the foliage into the logotype.

OUGD603 - New Choice - Logo Exploration

After deciding on my two favourite typefaces, I started playing around with different ways I could create some logos/logotypes.

After some quick experimentation I decided that Geosans Light would be an ideal secondary typeface to go alongside the handwritten style one. I loved the sans-serif, simplistic nature of it next to a more elegant aesthetic. It gave off a contemporary and modern feel, which is exactly what I want to achieve.


1) Geosans Light




This image is taken from my inspiration mood board. I love the idea of incorporating some leaves/greenery/foliage into the designs, so I started experimenting with some simplistic foliage silhouette vectors.



Different variations;

OUGD603 - New Choice - Initial Typographic Exploration

I have started playing around with some different typefaces I think could work well for the rebrand.  I want something that alludes to femininity and being a woman without being too much or overly cliche. I thought that a handwritten, script style typeface could work well for this, but not one that is too 'curly' or emphasized.

My two particular favourites were;

1) Taken By Vultures


2) The Queenthine



I liked these two typefaces as they were an elegant handwritten style, but like I said, not too swirly or feminine.

OUGD603 - New Choice - Analysis

I have come to the decision that the brand I want to redesign the packaging for is New Choice. I personally believe that this is one of, if not the most dated packaging out there on the market. The overall style and use of typography is very outdated and reminiscent of an 80s/90s style. The pink and lilac colours are also very overused on the market and fade into the background on the shelf amongst other products.

I would love to 'breathe new life' as such into New Choice as a brand. I will keep the same name, the same test and the same information on the existing packaging, but will be designing it in a fresh and modern way. I want the product to really stand out on the shelves as something different from the norm.

OUGD603 - Roald Dahl - Bubblicious

OUGD603 - New Choice - Inspo

Without sounds weird, I absolutely love the aesthetic and general vibe of bohemian/woodland/vintage wedding decor.

Pinterest provide plenty of images relating to this theme, and I just adore how they look!

I think this vibe could potentially work well for the pregnancy test re-brand. I love the links to nature and the 'back to basics' style - I think it gives off a calm and serene vibe which would work well for the test packaging.

This would also really stand out alongside other tests on the market - it would look totally different to all the others on the shelf, in a good way. Whilst the packaging for other tests is quite clinical and medical, this packaging would contrast against them by taking a more natural, almost 'mother nature' approach.

It would also be a break away from the norm in the market to move away from pink or blue colours as these are used on almost every brand's packaging.

However, as mentioned previously, I don't want to design the packaging with too much of a positive undertone, as for some people a positive test is a negative thing.










Love the clean typography on pure white background contrasted with foliage.



Like the rustic feel - wooden floorboards, white wood, foliage, clean white neon against more traditional frame




Copper - very modern and on-trend, works well with foliage and white backgrounds




Like the contrast between the script style typography, white brick wall and foliage as border




Like the typography alongside foliage