Final year project
Human Smoothie Branding [Read more]
Human smoothie branding
The challenge was to create a drinks brand that has a functional benefit beyond the primary purpose of refreshment.
Human is a brand of smoothies designed to make you feel more human. The branding is steeped in essentialism and forward thinking, functional design. The idea is born in response to our growing reliance on technology and of machines becoming more human, according to my research "humanity will change more in the next 20 years than the previous 300 years because of technology." Gerd Leonhard.
I learnt through consumer research that most people don’t drink smoothies because they are simply “just not interested”, I therefore created a brand which has significant meaning in relation to social issues we face today.
Human smoothie branding
This is the final label design. A rigorous iteration process to find the right balance and layout, continually pushing the boundaries to create an innovative outcome. I wanted the label to reflect the timelessness of pharmaceutical packaging, feeling professional and subtle, with more negative space and sharper considered type, capturing the themes and ideas present in the core of the brand.
I utilised the whole circumference of the bottle (moving ‘back to your roots’ vertical providing space for the back label). The 'back to your roots' statement is the main focal point as this drink is designed to make you feel human again.
Razer rebrand
This shows the logo I redesigned for Razer on their iconic Razer Kraken headphones.
Razer rebrand
I challenged myself to update the worlds leading lifestyle brand for gamers. I identify the issues and break down my process in my portfolio.
The original logo was too complex and it became illegible at smaller scales. when used on a white background the green becomes blown out and quite unpleasant to look at. My challenge was to redesign the iconic logo mark whilst remaining true to the original concept.
CD Projekt Red rebrand
CD Projekt Red is now Europe's most valuable game company ahead of Ubisoft.
With the company really starting to make a name for itself and cement its position at the top, the identity needed a refresh to solidify it’s dominance or it may be left behind in the fast evolving gaming industry.
Similar to Razer the concept and storytelling was already really strong, I therefore simply updated the look to feel more appropriate.
I designed a simpler, bold logo and added more weight to the wordmark, making the icon and type come together seamlessly. I also chose a slightly toned down crimson red to look more pleasing on the eye.
CD Projekt Red rebrand
This is the logo construction, highlighting the clear space guidelines for the company to use and also the kerning process.
I use the bottom line on the bird logo mark to lead into the C cut out, this 53 degree angle is also used to cut out some of the other characters as you can see on the letters J,E,K, and T. I think this subtle touch really makes the logo feel connected and pulls everything together. The grid guidelines and the mathematical approach to refining the logo mark and building the type really make this trademark professional, accurate, and aesthetically pleasing to look at.
LEGO Rebuild The World
My challenge was to create a powerful campaign that appealed to teenagers and rebuilds their relationship with the LEGO brand - on their terms.
My research found that 98% of 3 year old's are creative geniuses, but as we grow up only 2% of us retain this level of creativity. Also some parents perceive LEGO products as a “collection of predefined sets with prescriptive instructions” rather than “stimulating free creativity, imagination and endless possibilities to play”.
To challenge this attitude, I plan to celebrate the universal potential of children’s creative play. To show parents that LEGO bricks can help inspire the builders of tomorrow; to increase the 2%.
LEGO Rebuild the World
Most LEGO sets are predefined, once built teenagers have no use for them, children have lost sight that you can build anything with as few as 20 random pieces. This campaign challenge provides creative freedom, whilst having the challenge of limited bricks, to build and rebuild.
The montage infographic series shows the real world through a building perspective. Illustrating the creative process of building, capturing the variety of elements which can be rebuilt using LEGO.
David Butlin
I'm a visual designer with a focus on creating bold, creative brand identity systems.
Specialised in evolving and translating brand experiences across all medium types. My main strengths include logo and typography design, I'm also passionate about illustration.
My projects follow a similar rigorous working process, my method of working through research and analysis to ideation, development, refinement, further development, pushes projects to that next level and compliments my meticulous design practice.
I aim to empower clients business and propel them into the next chapter of their business. I empathise with our clients, their customers, and deliver work that's bold, innovative and makes people excited.
My career aims are quite wide in that I'm excited by the opportunity of working in different industries, but I know my skill set is tailored towards a brand agency environment.
Final year project
Human Smoothie Branding