Cherry Good Night
Overview
Cherry Good Night is a conceptual drink brand that specializes in cherry juice, also doubling as an all-natural sleep-aid. The logo and juice bottle labels intertwine the importance of the cherry throughout the brand with soothing nighttime elements.
The Process
Brainstorming and Research
When researching competitors that focused on creating sleep drinks, I noticed three recurring elements in their branding:
They included the moon to explicitly convey that the product had to do with sleep, either in the logo or the packaging.
They used blue as a primary color in their palette because blue is commonly associated with sleep and night.
The designs of the packaging tended to lean toward minimalism/having as few elements as possible to communicate elegance and a respectable brand.
I was interested in trying not to use blue as a primary color or even in the palette at all when developing the branding. I was also specifically interested in creating a sleep juice.
During my research, I came across scientific research which found that cherries contain melatonin, a chemical which plays a huge role in maintaining the sleep-wake cycle. This finding is what led me to create a brand themed around cherry-flavored sleep juice.
Moodboards for establishing my target audience and visual identity for the brand
Brand Identity
When conceptualizing the logo, I thought of ways I could combine the ideas of “cherries” and “night” or “sleep”. After struggling through several logo rounds, I ended up combining the first two drafts below to create the final logo.
The final logo combines a cherry and a crescent moon to convey the idea that Cherry Good Night is a cherry drink that helps consumers sleep better. Circles were placed in the white space of the logo to create the moon. The stem of the logo follows the curve created by the moon to create a satisfying S-curve that feels soothing to the eye. All corners and ends of the logo were rounded to make it appear soft, and the typeface solutions also reflect this softness.
Packaging
When conceptualizing the packaging, I tried to keep the idea of "night" in mind to make it consistent with the logo. I had three ideas that I wanted to bring forward for the final packaging: clouds, vertical shooting stars, and shooting stars with a curvier trail. These ideas ended up being combined into the final packaging.