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The network for creativity
Join 1.25M professional creatives like you
Connect with clients, get discovered, and run your business 100% commission-free
Creatives on Contra have earned over $150M and we are just getting started
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I built the Smooch brand from the ground up, strategy, identity, wordmark, colour world. The can was the last piece, the moment it finally became something real.
The brief: a packaging system that scales. One hero flavour today, a full range tomorrow, no rebuild required.
First problem, the logo. Smooch's bold wordmark has a curve underneath it that dies at full width on a can, and angling it across felt gimmicky, not confident. So I turned it vertical instead, running the full height, full scale.
Colour had to carry the brand and split the flavours at once. Deep burgundy anchors it, red punches through the wordmark, and each flavour gets its own accent, blush, gold, peach.
No fruit photography. Instead, a graphic starburst holding a simple illustrated fruit, ownable and ready for whatever flavour comes next.
The back label carried ingredients, actives, and every mandatory without losing the premium tone.
Going vertical also quietly solved the shelf problem: cans sit in a fridge door at a slight angle and a horizontal wordmark rotates out of legibility, whereas a full-height one still reads from either side. Curious whether the starburst has a fixed point count across flavours or...
Another round of mockups exploring the world of fruity, fizzy, slightly ridiculous refreshment.
Love this, Karan 🔥
Been working on my portfolio for the past 10 days.
From designing everything in Figma to bringing it all to life in Framer it’s taken a lot of time, but seeing it come together has been worth it.
Still a work in progress, but I’m getting very close to wrapping it up.
Here’s a look at some of the pages so far. 👀
Great work but I have a question that designing everything in figma and then going to framer works better or just do all together in the framer from the start. I learning framer do let me know if thats hard or easy?