Luck Dog Soda Company

DURATION

TWO WEEKS

FICTIONAL Situation

We are a company that makes and distributes low-calorie drinks. Our main product is made with the world's top chefs and served in your favorite diners. Our target audience is men. We want to convey a sense of comfort, while at the same time being old-fashioned.

Task

You must create the total branding package. This includes creating an appropriate brand name, a consistent visual system, and of course a great logo.

Action

Generate a catchy brand name and slogan, ideate a responsive logo, create visual system, packaging, display in mockups

Tools USED

IDEATION

Starting from scratch I used Chat GPT to create lists of concepts that deal with diner culture. Cross referencing the lists with the visual research of creating a moodboard, I decided to scrap the original idea I had and go down the mascot logo pathway. A lucky dog, man’s best friend, all the taste and no sugar, you lucky dog. It was a slogan that wrote itself. Starting with pencil and paper I created the following sketch I soon realized the sketch wasn’t “Rubber Hose” classic style enough. I then re-drew the mascot to better fit into the nostalgic style. A happy pup wagging his tail whistling and walking along was the final result.

GENERATING A BRAND

Selecting a color palate that was simple was key to not overwhelming the target audience. Classic Americana diner classic red white and blue, with a twist, color palate. The font pairing is a Ohno Variable and Fabiola Script mixture. The puffy text appeals to comfort while the script is traditional and old fashioned, harkening back to the visual goals. Stars and a checkerboard pattern remind us of looking at the sign as we drive up to the diner and the floor as we enter. The area between the k and y of lucky dog looked like a tail, therefore connecting them for the final word mark further solidifies our brands visual style.

Results

We want to do something different as a brand and stand out amongst other soda companies, so we will make our sodas in tall cans and bottles. We as a brand are rapscallions we have a little bite but a wag of the tail, we are sacrificing sugar but not fun.