OUTSHINE REBRAND
DESIGN
A conceptual rebrand for Outshine frozen fruit bars, centered on a playful, whimsical, and imaginative visual identity. I redesigned the logo, established new brand visuals, and created a variety of marketing and packaging mock-ups to demonstrate the cohesive application of the new system, specifically targeting a younger audience of kids.
Check out the full process and brand guidelines here!
THE LOGO PROCESS
My work involved a complete, conceptual rebrand of Outshine frozen fruit bars, driven by the strategic imperative to pivot the brand and focus entirely on a younger, child-based audience. To draw in this new demographic, I developed an identity system rooted in a fun, playful, and imaginative tone, ensuring a friendly and approachable market presence.
The execution of the new logo showcases this playful strategy with a unique element of surprise: the logo mark positions the brand name on the popsicle to radiate like a sun's rays, while simultaneously creating a hidden effect where the internal shapes transform into a welcoming smiley face when the mark is flipped. This subtle, dual-meaning design was then applied across various mock-ups for packaging and marketing to create a cohesive and highly engaging visual system.
FINAL DELIVERABLES
The use of whimsical and imaginative illustrations helps to better connect with the young target audience. The color palette is playful without being too "kidish" so that the style still appeals to an older audience as well. And the different set of illustrations can be used to show the product as well as the ingredients within the product.
The deliverables I created included:
package design, business stationery, social media campaign, children's t-shirts, tote bags, and stickers.
