Six Virtues Identity System: Package Design Project
Project Brief:
This project represents Phase 2 of a two-stage design process that involved creating a logo suite and developing package designs for three of the six virtues from the field of positive psychology: Justice, Humanity, and Temperance. The chosen animals—Raven, Rabbit, and Fox—represent each virtue and are native to North America. The packaging designs reflect the distinct personalities of each virtue while catering to the food, beverage, and healthcare industries. The project required designing three different packaging formats and adhering to sustainability, regulatory guidelines, and branding consistency.
Virtue & Package Design Concepts:
Justice (Raven) – Energy Drink:
Animal Symbol: Raven
Packaging: Energy drink can label design
Concept: The raven, often a symbol of wisdom and a messenger in many cultures, represents Justice. The energy drink’s association with Justice emphasizes the balance between individual and community—just as the energy drink can be shared or enjoyed alone. The design uses a cool blue color palette to evoke truth and calm, aligning with the positive psychology connection of Justice.
Target Audience: Individuals seeking a boost in energy, both physically and mentally, aligning with the civic strengths of Justice.
Humanity (Rabbit) – Pre-Workout Supplement:
Animal Symbol: Rabbit
Packaging: Traditional box packaging design
Concept: The rabbit, symbolizing fertility, quickness, and vitality, is the perfect representation of Humanity. The pre-workout supplement’s association with quickness and potential energy aligns with the characteristics of a rabbit. The design features a teal color scheme, symbolizing renewal and serenity, which appeals to consumers looking to enhance their workout while embracing their interpersonal strengths.
Target Audience: Fitness enthusiasts who value energy and community, looking for a supplement to boost performance while maintaining a positive relationship with their bodies.
Temperance (Fox) – Hydration Sticks:
Animal Symbol: Fox
Packaging: Unique bag design (hydration sticks)
Concept: The fox, known for its cunning and adaptability, is a fitting symbol for Temperance, which represents moderation. The hydration sticks focus on control and balance in one’s health, providing hydration while promoting moderation. The purple color palette, combining the red of the fox and blue of moderation, emphasizes the balance between indulgence and restraint.
Target Audience: Health-conscious individuals who seek flavorful hydration options without overindulging.
Design Approach:
Color Psychology: Each virtue’s color palette was carefully chosen to reflect its core attributes:
Justice (Raven): Blue, symbolizing truth and calm.
Humanity (Rabbit): Teal, symbolizing renewal and serenity.
Temperance (Fox): Purple, symbolizing balance and moderation.
Typography: The designs carried over the custom typography from Phase 1, with added refinement for the packaging, ensuring legibility and brand consistency.
Sustainability: In designing the packaging, sustainability was a key consideration. Each package was designed to minimize environmental impact, with the selection of eco-friendly materials and recyclable packaging formats.
Mock-Ups & Die-Lines: The project included the creation of detailed die-lines and 3D mock-ups using Adobe Dimension, showcasing the products in realistic settings. Each design adhered to regulatory compliance for food and beverage packaging, ensuring it could be used commercially.
Final Deliverables:
Energy Drink Can Design (for Justice/Raven)
Traditional Box Design (for Humanity/Rabbit)
Unique Bag Design for Hydration Sticks (for Temperance/Fox)
Die-Lines for all packaging formats
3D Mock-Ups for each packaging design using Adobe Dimension
This project successfully brings to life the abstract virtues of Justice, Humanity, and Temperance through thoughtful animal symbolism, color theory, and packaging design, creating a cohesive and visually engaging package trio that resonates with the target audience while maintaining the integrity of the brand’s identity.
