Branding is a minefield. Not only do you have to design something that makes your product distinctive, sometimes you have to make sure that distinctiveness goes in a very particular direction.
For example, local company Wrigley’s Drinks recently received the okay from the courts to use their family name commercially, despite the legal objections of another, better-known megacorporation with the same name. But their settlement apparently stipulated that they had to take steps to ensure there could be no confusion between the two brands.
So part of my brief is to try and create a look that not only gives their extant product line an urban, modern feel (the brief mentioned energy drinks, tattoos and footballers, just to give you some idea of what they had in mind), but that doesn’t conjure up images of chewing gum.
This is an initial draft – we’ll see what happens next.