WEB DESIGN, BRAND DEVELOPMENT, PACKAGE DESIGN
The Licker Store
During my time as the in-house graphic designer at JONATHAN Y, I was tasked with designing the brand identity and website for The Licker Store. I designed and implemented the user interface for the website, created the brand guidelines, and designed the packaging. Additionally, I was involved in the product development, content creation, and marketing side of the brand. Being involved in all aspects of the brand’s creation and expansion has given me insightful exposure into the development process through all stages.
Roles Creative Director, Graphic Designer Programs Illustrator, Figma, Photoshop, Indesign Timeline 1 year
Finding the Balance
The primary challenge with the website was finding the right balance between function and form. The tone of the brand is very fun, playful, and colorful. However, throughout each iteration I realized function needed to outweigh form and there are ways to keep it fun while maintaining credibility and keeping the user experience clean, accessible, and straightforward.
The initial drafts are extremely colorful, but less focused on the products and function of the UI/UX design. The final versions of the website became more product-focused and user-friendly. The biggest shifts were changing the primary typeface to a more neutral sans serif, creating visual hierarchy, and finding a simplified way to showcase the fun and playful theme.
Infographics and Illustrations
The primary goal of the infographics was to provide additional information to the user in regard to the leashes, harnesses, and beds, while creating illustrations that fit within the brand guidelines and play into the visual identity of the brand. Learn more about the illustration styles, color schemes, and brand pattern in the brand guidelines.
Package Design
These examples exhibit the color coded boxes within the brand. In the packaging guide, I outlined the specifics of each case scenario. It shows the cardboard box with white type, which is the default box (if one of the factories we partner with is unable to match the colored packaging). This allows for consistency with fallback options. Learn more about the color pairings, package guidelines, and specifics in the brand and packaging guidelines.
