01 / PROJECT OVERVIEW
THE BRIEF
New Day is a conceptual oatmilk beverage brand built around playful flavors, nostalgia, and memorable character design. Each flavor receives its own color, personality, and illustrated mascot while remaining part of one recognizable packaging family. The system was developed across individual cans, multipack packaging, and promotional imagery.
Scope: Brand identity, packaging design, illustration, character design, dieline development, and product visualization.
PROJECT CATEGORIES
Brand Identity, Packaging Design, Illustration, Product Design
DESIGN
ROLE
Brand Designer, Packaging Designer & Illustrator
TIMELINE
4 weeks — Complete identity, packaging system, and product applications.
TOOLS
Adobe Photoshop, Adobe Illustrator, Blick Art Materials
02 / BRAND IN USE
A Personality for Every Flavor
New Day was designed as a beverage family in which every flavor has its own character.
The identity combines playful typography, vibrant color, and mascot-based illustration to make each drink distinctive while keeping the full product line recognizable. The system creates room for new flavors without losing the optimistic personality at the center of the brand.
03 / BRAND IN USE
Building the Packaging Family
Each flavor receives its own personality while following a shared packaging structure.
Color, character illustration, and supporting graphics distinguish the individual drinks without fragmenting the brand. This modular system allows the product line to expand while remaining recognizable on a shelf.
04 / PHYSICAL EXPERIENCE
From Individual Can to Full Product
The identity was developed beyond the label into a complete physical packaging experience.
Can mockups, dielines, and multipack boxes demonstrate how the brand functions as a real beverage line. The final applications balance playful shelf appeal with the consistency needed for production and retail display.