Spec Work Showcase: Conceptual Branding Solutions
Mango Habanero Sandwich Rebrand for Chick-fil-A (Spec Work)
This speculative branding project was created to showcase my skills in conceptualization, problem-solving, and execution as both an Art Director and Graphic Designer. The challenge was to develop a new menu item for Chick-fil-A that appeals to customers seeking a sweet and spicy flavor profile.
Chick-fil-A is known for its classic chicken sandwiches and family-friendly atmosphere. However, the brand was missing a spicy, sweet option to cater to customers who crave bolder flavors. My goal was to introduce a new recipe that aligns with the brand's identity while expanding its appeal to adventurous eaters.
I conceptualized the Mango Habanero Sandwich, designed to offer the perfect balance of sweet heat. I treated this as a full-scale campaign by conducting research on Chick-fil-A’s brand, customer preferences, and market trends in the fast-food industry. The sandwich features a crispy chicken filet glazed in a mango habanero sauce, paired with fresh toppings that complement the brand’s high-quality ingredients.
Approaching this as a client project, I explored various concepts, sketched initial ideas, and refined them into detailed mock-ups. I showcased my comps, discarded ideas, and behind-the-scenes sketches to illustrate my design thinking and problem-solving skills. The final concept is presented as a full package, complete with branding assets, in-context mock-ups, and a proposed launch campaign.
This project demonstrates my ability to think strategically and creatively, offering a complete branding solution from concept to execution. It highlights my skills in research, design, and presentation, underscoring my readiness to handle client-driven projects in a professional setting.
The Finest Sake
This project involved conceptualizing a traditional sake company's rebranding to bridge the gap between heritage and modernity. The design reflects a balance of tradition through Japanese calligraphy and bold, contemporary packaging elements.
Key Features:
Logo & Label Design: A minimal yet striking circular logo, incorporating Japanese characters and a refined red-and-black color palette to evoke elegance and tradition.
Bottle Design: Modern, premium bottle aesthetics designed to appeal to both traditionalists and modern consumers.
Custom Typography: Hand-drawn Japanese script integrated with clean, legible type for international audiences.
Packaging: The high-end box design, with subtle textures and gold accents, enhances the brand's luxurious feel.
Coned Ice Cream Brand Concept
For this project, I developed Coned, a playful and trendy ice cream brand focused on bold, humorous flavor names and vibrant packaging. The concept was designed to appeal to a younger, fun-loving audience, blending unique flavors with eye-catching visual elements. Each ice cream flavor comes with a quirky, memorable name like Hot Girl Fundae, Granny's Cake, and Cin and Buns, adding personality to the brand and making it stand out on the shelf.
Key Features:
Brand Identity: A bright, modern logo paired with a lively, fun color palette that reflects the playful nature of the brand.
Flavor Names: Each flavor was named with a humorous twist to engage customers, such as Hot Girl Fudge for a rich chocolate flavor or Cinn and Buns for a cinnamon roll-inspired treat.
Packaging Design: Bold, minimalistic labels with playful typography and fun illustrations to make the products stand out. Packaging design reflects the whimsical tone of the brand while maintaining a high-quality, professional appearance.
Brand Voice: Designed to feel approachable and engaging, with a focus on humor and relatability to make the brand more memorable and fun for customers.
Diabetic Management App Concept
Inspired by my own experience managing diabetes, I created a mock app aimed at simplifying daily diabetes management for users. The app is designed with ease of use in mind, focusing on intuitive navigation and providing essential tools to help diabetics track their blood sugar levels, medication, meals, and exercise routines. The goal was to develop a solution that would make diabetes management less overwhelming and more accessible for users.
All visual elements, including icons, buttons, and illustrations, were hand-drawn by me to create a cohesive and personalized design, reflecting my passion for illustration and attention to detail.
Key Features:
User-Centered Design: An interface that prioritizes simplicity and functionality to ensure ease of use for individuals with varying levels of tech proficiency.
Blood Sugar Tracker: A tool that allows users to easily log and monitor their blood sugar levels throughout the day.
Meal & Medication Tracker: Integration of meal logging and medication tracking features to help users stay on top of their diet and medication schedules.
Exercise Log: A section for users to record and track their physical activities, helping to understand how exercise impacts their health.
Reminders & Alerts: Push notifications and reminders for taking medication, checking blood sugar, and staying on track with healthy habits.
Personalized Dashboard: A user-friendly dashboard that aggregates key information, giving the user a quick overview of their health data.
Custom Illustrations: All design elements, including icons, buttons, and other visual assets, were hand-drawn to provide a unique and cohesive aesthetic that aligns with the app's user-friendly and approachable feel.
