BEAM Authentic: Wear Your Brand Everywhere. Redefining Identity, Reinventing Packaging.
Overview
What is the project goal?
In this project, I have two primary objectives: to overhaul the packaging of Beam and to revitalize the branding to align with the new packaging concept. The original Beam brand identity conveyed a sense of clunkiness and gimmickry, which was not conducive to portraying it as an innovative and sought-after product. My goal is to transform it into a symbol of creativity and innovation, reflecting its true essence. Additionally, the packaging will be redesigned to exude a sense of novelty and sleekness, enhancing the overall appeal of the product.
Design Challenge↘
My role:
I executed all aspects of this individual project, including ideation, data analysis, visual design, and rendering, from start to finish.
Tools:
Illustrator, Photoshop, Procreate, 3D Printer, Blender
How can we make Beam's packaging and branding more modern and appealing, moving away from its current clunky and gimmicky image to portray it as innovative and desirable?
Here’s My Take↘
Step 1: Review the original branding and packaging
Finding: The original branding felt outdated and did not focus on the versatility of the product. I wanted my updated design to reflect the sleek product design and simple user interface.
Step 2: Ideate new logo ideas
Step 2: Ideate new logo ideas
Step 3: Finalize logo and select color palette
Final logo mark
Step 4: Experiment with package design
Step 5: Experiment with the color and layout of labels. I decided to go with the cylindrical package to mimic the shape of the device.
Step 6: Manufacture final package using 3D printer
For the packaging, I wanted to experiment with 3D printing to create a form that mimics the product itself. I created a three-layer circular, magnetic swivel box. Each layer contained BEAM accessories such as chargers, covers, conversion cables, etc. This was a great experiment in 3D design and modeling for me, especially with dealing with the challenges of iteration and prototyping.
