BRAND VISION FOR ROASTERY MERCHANDISE
Prepared a recommendation for both Reserve and Roastery merchandise brand visions and presented mood boards with brand guardrails for materials and finishes. These boards also helped to differentiate the different merchandise collections.
MERCHANDISE & FOR-HERE-WARE DESIGN
Created the look-and-feel for Reserve retail and Reserve Roastery-exclusive mugs and tumblers. Designed the for-here mugs and wood trays. Presented detailed concepts and collaborated with vendors to execute the designs.
RESERVE ROLLSTOCK REDESIGN, ROASTERY SCOOP BAGS & REFILLABLE CANISTER
Participated in early ideation for the Reserve coffee bag redesign. Developed and pitched concepts for the rollstock redesign, Roastery hand-scooped coffee bags with a clip, and a refillable canister.
Creative Direction, Graphic Design, Product Design2015
The design challenge was to unify the VIA product line and reposition VIA as the most premium instant coffee. My redesign of the VIA line-up was selected from among several others. In consumer testing of my concept, “improvements were demonstrated among all attributes evaluated.” Consumer insights revealed the importance of connecting with instant coffee consumers who prefer the convenience and price of instant coffee.
One challenge was to increase consumer awareness of the brand. Many consumers had no idea what VIA was. On current VIA packaging the sub-brands each had their own visual language, which increased consumer confusion and diluted the brand. To resolves these issues we isolated the wordmark from the brown tab device and incorporated "Instant" into the lockup.
Bold typography and a consistent visual experience unifies the entire VIA Instant lineup. A warm, bright background increases shelf presence, and color-blocking on the sides of the package improves shopability by sub-category. This creates a clean, ownable look that is more easily seen from a distance in both CPG and retail environments.
Playful watercolor illustrations provide a human touch and a flexible way to highlight both flavor cues and roast profiles. My hand-painted illustrations were used as reference for the package illustrations, providing a clear guide for art style. Bold photography captures the at-home experience and beverage variety in a consistent manner. This photoshoot was a delight to art direct, requiring a keen eye for detail to subtly differentiate the unique qualities of each beverage.
Creative Direction, Graphic Design, Packaging2015
The Starbucks Casi Cielo coffee bag artwork was reimagined for 2015, necessitating a redesign of the single-serve packaging as well. The rollstock artwork and the Verismo and K-Cups packaging were designed in parallel, so close communication with the rollstock designer was imperative.
Elements of the rollstock artwork were reinterpreted for the Verismo and K-Cups package designs. The iconic gold badge was highlighted on the K-Cups cartons, while the delicate flower designs and gold filigree took center stage on the Verismo cartons. In this way the designs create a harmonious suite without resorting to scaling the same artwork onto different packaging forms.
Graphic Design, Packaging2015
Starbucks True North Blend is a mellow blonde roast coffee available exclusively in Canada. After a successful launch the artwork needed to be updated to incorporate it into the new retail coffee packaging lineup.
After many rounds exploring a multitude of different icons, we ultimately decided that the majestic mountain peaks and sweeping landscapes would be the perfect icon for True North Blend. Elements of the original LTO artwork were incorporated to create a subtle pattern and layering effect. A few playful maple leaves float gently down the bag as a fun detail.
Graphic Design, Icon Design, Packaging2015
Starbucks City Cards are available exclusively in retail stores in the city represented on the card. They provide tourists with a souvenir of their visit and are also loved by locals who want to show their hometown pride.
This Los Angeles card is inspired by the glitz and glamour of the "City of Angels." The theater marquee is lit and spotlights punctuate the skyline – no doubt the red carpet has been rolled out for a movie premiere.Graphic Design, Illustration2015
Starbucks hosted the Specialty Coffee Association of America (SCAA) Conference in Seattle in 2014. Perú Chonti was was selected to be served at the conference and at select Starbucks Reserve retail stores.
Perú Chonti is a beautiful, floral coffee that comes from two farms in the Cajamarca region of Perú.
The Perú Chonti icon design was inspired by the graceful arches of the elaborate gold helmets, nose rings, and necklaces worn by the leaders of the ancient Moche civilization. The Moche are particularly noted for their metal working techniques like gilding and early forms of soldering. The teal and turquoise color scheme for the icon design was also derived from this intricate gold jewelry, which was often heavily inlaid with turquoise and other precious stones.Graphic Design, Illustration, Packaging2015
Holiday 2013 packaging lineup for Starbucks.Graphic Design, Packaging2015
Represented the Starbucks Global Creative Studio as the Project Lead at an off-site brainstorming and problem-solving session for a highly confidential project. Collaborated with a cross-functional team of product designers, packaging engineers, business managers, and manufacturers to develop and refine innovative concepts for primary and secondary packaging forms and materials. Acted as brand steward to ensure that designs were on-brand and on-brief.
The product details and target audience were ambiguous. I utilized the elements I did have at my disposal to determine a course of action and collaborated with a multi-disciplined team to develop a recommendation. This required flexibility to be able to respond to last-minute changes and time constraints.
Once a concept was selected, I collaborated with a Seattle-based packaging engineer to develop packaging prototypes that featured a proprietary closure and locking mechanism.
Garnered recognition from leadership for the fact that the recent round of concepts were developed in-house.
Performed exhaustive research into existing designs, patents, and inspiration for a game-changing packaging innovation. Provided detailed concept sketches and feedback to vendors for 3D-printed prototypes.
Developed multiple concepts for the Starbucks "It's a Wonderful Card" campaign. Ten winners received a custom Starbucks Card that will provide them with one Starbucks beverage every day for life. This warranted a truly innovative and premium design for both the card and the card carrier. My concepts utilized innovative materials and finishes, transforming the card into a dimensional, interactive keepsake.
Collaborated with team to brainstorm additional prizes and experiences.
Packaging concept for premium ready-to-serve cocktails for Junípero Gin and Genevieve Genever. Inspired by oil and vinegar cruets, the bottle-within-a-bottle design pours a perfectly proportioned cocktail every time, eliminating the hassle of measuring and mixing ingredients. Junípero Gin and dry white vermouth blend to create a classic dry Martini, while Genevieve Genever combines to create a Martinez, the predecessor to the modern Martini.
The bottle design draws inspiration from the asymmetrical form of the male body and bespoke Savile Row suits, blending elegant, tailored details with structural cues from antique taper gin bottles. Bold typography emphasizes the confidence, class, and polish of the brand.
From the bottle’s asymmetrical posture and tailored “lapel,” to the juniper berry inspired punt, each element brings a sense of luxury to the high-demand ready-to-serve cocktail market, which currently lacks a premium alternative.
This project was featured in Creative Quarterly 30.
Course: Independent Study
Instructor: Gerardo Herrera
Rendering: Paul Sherstobitoff
Objet Printed Prototype: Solid ConceptsBranding, Graphic Design, Packaging2012
This Hustler redesign provides discreet, hygienic storage for intimate adult products and celebrates the union and compatibility between sexual partners. The curves of the packaging subtly evoke beautiful, sexual forms, while the coiled condoms reference a blooming flower. Masculine, neutral greys frame sensual red accents. The redesign also emphasizes hygiene and storage, with clean foaming pumps and a condom dispenser. The packaging and revealing outlines of the logo seductively play with hidden and exposed elements, like a sexy striptease.
This approachable and elegant design engages with a wider audience, specifically couples, by encouraging interaction and play.
This project was featured in Creative Quarterly 25.
Course: Package Design II
Instructor: Ania Borysiewicz
Prototypes: Laurel Geddes
Photographed by: James ChouPackaging2011
“Bloodstock” explores the myths and origins of horse racing in America. The more I researched, the more I felt compelled to tell the story of the darker side of the Sport of Kings.
This book investigates the sport’s connection with crooked politicians, affluent businessmen, and explores how breeding rights and rivalries have affected Thoroughbred stock. It considers how the rise of Racinos – combined race track and casino – and simulcast races have changed the sport and affected the health of the horses. Much like their human counterparts, these athletes are frequently given illegal drugs to boost their performance. The narrative also provides a glimpse into the community of bettors and race enthusiasts.
The challenge of this project was to emphasize the visual impact of a printed book by focusing on its filmic qualities. The photographs were taken on location at Santa Anita Park and Betfair Hollywood Park. During the project I even placed my very first bet, on the Belmont Stakes!
Course: Advanced Graphics Studio
Instructor: Brad Bartlett
Location Photography: Laurel Geddes, Andrew Dale
Printing, Binding: Laurel GeddesEditorial Design, Graphic Design, Photography2012
Sportline fitness monitors and accessories provide consumers with accurate, customized feedback to encourage and motivate them by tracking their progress toward personal fitness goals. The proprietary package form can be easily recognized from a distance, providing brand recognition and graphic consistency.
A system of 3 color-coded categories helps consumers quickly find the product that is right for them based on their personal goals. The brand voice is that of an encouraging coach who provides consumers with an emotional connection to the brand.
I thoroughly enjoyed the process of developing proprietary packaging forms, working with materials, and hand crafting the prototypes for this project.
Course: Packaging 3
Instructor: Gerardo Herrera
Prototypes: Laurel Geddes
Photographed By: Andrew DaleGraphic Design, Packaging2012
Editorial design for Qualia magazine, featuring articles related to sensory deficiencies. Qualia are subjective, perceptual experiences, such as seeing red, smelling a rose, or feeling pain. They cannot be communicated by any means other than direct experience; everyone has their own subjective lens through which they see the world.
The magazine content relates to perception and the senses. Scholarly research and individual experiences are presented in a clear and approachable manner. The design responds to the content, providing context and helping readers get a sense of how a person with unique sensory deficiencies might perceive the world.
Course: Editorial Design
Instructor: Annie Huang-Luck
Photographed By: Andrew DaleEditorial Design2012
“Good Death” is the Greek root of the word euthanasia.
The goal of this project was to organize a massive quantity of data in a compelling and memorable way that impacts readers and affects their everyday decisions. The sheer heft of this book, which weighs 10 pounds, makes a lasting impression.
This book contains the descriptions of 19,710 individual dogs and cats that were euthanatized in Los Angeles animal shelters in one year. Pit Bulls and Pit Bull mixes comprised 55 percent of the total dogs euthanatized, while neo-natal kittens comprised 15 percent of the cats euthanatized. The data is presented in a clinical, dispassionate way.
The first section includes different euphemisms for euthanasia, the agents used, the process, and the most common reasons owners surrender their pets. The forms in the pink section are a handwritten log of the personal data for each of the 54 animals euthanatized each day, from January 01 through December 31. The last section proposes a solution to the dilemma by encouraging readers to adopt a pet.
Course: Information Graphics
Instructor: Sean Donahue
Printing, Binding, Illustration: Laurel Geddes
Photographed By: Andrew Dale
Dog Tag on Cover: PetsmartInformation Architecture2011
The Pageant of Living Art is a festival in which classical and contemporary works of art are faithfully recreated on stage using real people. The acronym, PLA, is nimble and memorable and the brand nomenclature makes use of compound words that start with “play.”
The wordmark is a visual representation of the juxtaposition of old and new that makes the Pageant so unique. Customized blackletter references the rich history of “tableaux vivant,” which was first performed in Medieval times. Printed materials utilize windows to frame variations of the logo, frozen in time like the performers in the festival.
Course: Type 4
Instructor: Brad BartlettBranding2011
Brand identity guideline book and collateral for 3C, an international conference on Cloud Computing.
The logo references community, the gathering of data in one location, the Earth and sky, and the present and future. The imagery is all taken by satellite, showcasing the intricate patterns of the clouds and landscape below.
The identity system was then applied to different media, including posters, street banners, a website, and signage. Brand integrity is maintained across multiple platforms using the linework from the logo and a specific photographic style.
Course: Identity Systems
Instructor: Simon JohnstonBranding, Graphic Design, Print Design2012
I designed and cast this chess set as a thank you gift for my dear friend who inspired me to learn to scuba dive. Each piece was first modelled in Sculpey and individual molds were made from these forms. I then cast each piece in low-temp metal.
The pieces include: an octopus, a fiddler crab, an old-fashioned dive helmet, tanks, two types of fins, a starfish and a variety of shells.
Course: Materials of Art and Design
Instructor: Randall WilsonSculpting2012
A collection of my logo designs.Branding2012
All works © Laurel Geddes 2015.
Please do not reproduce without the expressed written consent of Laurel Geddes.
Please do not reproduce without the expressed written consent of Laurel Geddes.