Monkey Tree Licorice
This project is a comprehensive brand identity system developed for Monkey Tree Licorice, a new and imaginative candy company. The goal was to build a fun, memorable, and unique brand from the ground up to stand out in a crowded market. The project scope was extensive, covering every stage from initial research and strategy to the final execution of a logo, a complete stationery package, and versatile product packaging.
The Challenge
The project began with a clear and exciting challenge from the client, Monkey Tree Licorice. They needed a complete brand identity that could capture the fun and delight of their product.
The primary goals were to:
Create a unique and memorable logo.
Develop a full identity package, including business cards, letterhead, and envelopes.
Design and prototype the physical product packaging.
A key constraint was the brand's signature color, the vibrant Pantone 1925 C, which needed to be the hero of the visual identity. The core message was simple and direct: "I want a fun candy I can enjoy right out of the box. No deep thoughts, just a handful of Monkey Tree!"
The Process
The process began with research into major competitors, which revealed an opportunity to create a unique, character-driven brand. To ensure the design would appeal to both kids and adults, I developed several user personas to guide the creative direction.
From there, I moved from hand-drawn sketches to digital concepts, exploring various ways to combine the core ideas of a "monkey" and a "tree." The final logo—a friendly monkey face integrated into a tree shape—was chosen for its playful and direct representation of the brand name.
Reflection
The final result is a fun, engaging, and commercially viable brand identity that successfully fulfilled every requirement of the initial brief. This project demonstrates a full range of design skills, from research and illustration to print production, and was instrumental in securing my design internship.