FuelFresh Brand & Packaging
FuelFresh is a brand of premium car fresheners that helps drivers speed up their game by transforming their car, one vent clip at a time. The brand targets males ages 16-25 who want to drive in style.
Awards: Gold, Graphis New Talent Awards, 2023; Gold Award, Innovation Center for Design Excellence (ICDE) Interactive Design Competition, 2023; Selected Entry, TCU Kick A** Graphic Design Exhibition, 2023
The Creative Process
Challenge
Known as the “reverse packing assignment”, I was tasked with branding a product based on the specific package I was assigned. Car fresheners immediately stood out as a product in need of updated and refined packaging. The challenge became how to brand car fresheners with a distinct personality amongst competitors in the industry.
Process
Developing the brand for FuelFresh began with designing a logo that conveyed the intense, cool tone of the brand. Secondary design elements, typography, and copywriting were then developed. And finally, the package design was sketched and digitally developed.
Solution
The solution is FuelFresh, a brand of premium car fresheners that are a rebel amongst competitors. The brand targets males ages 16-25 who are interested in sports cars. The logo icon is composed of two connected F’s that reference the brand’s name and use slanted terminals to convey fast movement. The typography for FuelFresh includes an all-capital treatment with a sans serif typeface that gives the brand a modern tone and provides stability to the icon. The subsequent package design uses contrast between light and dark, linear secondary design elements, and vibrant solid colors to reference the intensity of sports cars.