The idea for TUMBLEWEED was born from my family and I’s California roots. Above all else, I wanted to exemplify a family owned–and–operated brand that felt like a Golden State staple for generations.

Building off of this initial vision, I utilized a number of creative strategies to flesh out this inkling of a brand identity. Above all, I wanted the logomark to have a collage effect, almost like a ransom note. This is not a particularly common strategy to take, nor is the mason jar vessel or the hand–ripped label effect. Thus, creating a unique structure and experience was a key strategy.

Within the visual elements, I wanted to utilize patterning and texture. This manifested itself in textured overlays all around, from metal sheets to rope to wood panelling. All of this was to give the brand an extra layer of authenticity and make the consumer understand this brand’s roots.

Lastly, it was paramount for me to highlight the location of California all around. California is a state full of trailblazers who came out west to forge their own path and start something new. Crafting an aesthetic that showed love to our state’s deserts was huge for giving this brand a personal touch.

The AR experience for TUMBLEWEED is like our brand: simple, but effective. When the user scans the app within close proximity to the bottle, an animation pops up. The animation consists of all of the letters on the top front label scaling larger and smaller with the tumbleweed rolling back and forth between its spot on the label and the other side of the logotype. All of this is playing in an infinite loop.

TOOLS USED: Adobe Aero, Adobe Photoshop.