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A seltzer beverage mock-up using 90s pop art inspired themes
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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 🔥
I’m not a particularly mystical person, but sometimes that world crosses my path.
Not long ago, I had the opportunity to take a Design class where we were challenged to create our own version of a Major Arcana Tarot card, choosing both the card and a design style to represent it.
The Sun has always held a significant place in my life—not just as a concept, but as a tangible physical presence—so the choice was easy. From there, I had no doubt about choosing Art Deco as the primary style, as it evokes the same feeling in me that the Sun does: absolute passion.
My final design was built from an illustration created in Illustrator and refined in AI: a stained-glass window that captures the light passing through it and radiates it back out into the world.
Basing the sunburst on a stained-glass window instead of a flat sun icon gives "The Sun" its glow logic — light passing through and radiating back reads as motivated, not just decorative radial lines.