Beeyou
Crafting a Brand That Embraces Every Emotion Through Thoughtful Packaging
Deliverables
Winter 2020
Challenge
BEEYOU was an individual project assignment for a student run course at UC Berkeley that focused on graphic design and branding. The goal of the course was to ultimately come up with a brand concept for a self-made company.
Concept
BEEYOU is a care-package brand that creates uniquely themed packaging and items that revolve around any emotion its users may have. By creating a care-package for all occasions, happy or not, BEEYOU strives to normalize emotions in a world where it may not be easy to do so. You and the people you love deserve a treat no matter what you’re feeling, and BEEYOU is here for you.
Branding
BEEYOU was designed with a soft, friendly yet vibrant atmosphere in mind. The logo uses a pictorial mark instead of the classic letter-mark or combination logo - the result was not only a memorable mascot with an emotional aspect, but also a play on the letter B. At first, I had drafted a few pastel palettes, but ended up going with slightly more saturated colors to represent the variety of emotions and also for more visual accessibility. I also chose to make assets that built on each other, including finishing sentences or including similar captions to keep brand cohesiveness and connect each emotion with each other.
Reflection
I created BEEYOU during the height of Covid-19 where emotions were running high, people could not see each other, and mental health was more important than ever. Personally, I was struggling a lot with the death of my beloved grandparents. BEEYOU was a reflection of my growth to accept that it was okay that I wasn’t okay. Due to the situation, I regret I wasn’t able to put more time into this project so I’d like to revisit it someday to refine the logo and create a secondary logo as well.
