Goodbrief

Design Brief: Fizz & Flora

This is a sample design brief for you to practice your skills and build your portfolio. It was originally shared by Inbox brief, the Goodbrief newsletter.

Since this is just for fun, feel free to modify the requirements as needed, although working within the restrictions will provide a greater challenge.

After completing the project, feel free to share on your own social media or portfolio. You can also send it to hello@goodbrief.io

Company Overview

Our company, Fizz & Flora, was founded in 2023 by three botanists turned beverage entrepreneurs. With a team of 25 passionate individuals, we create naturally carbonated drinks using traditional botanical fermentation methods. Our beverages feature unique herb and flower combinations, offering a sophisticated alternative to conventional sodas.

Mission: To revolutionize refreshment by bringing the magic of botanical fermentation to modern consumers, while promoting sustainable practices and supporting local herb farmers.

Core values:

  • Botanical authenticity
  • Sustainable innovation
  • Playful sophistication
  • Community enrichment

After successful launches in farmer's markets and local specialty stores, we're preparing for national retail distribution next year, necessitating a stronger brand identity.

Background

We need a logo that captures our unique position in the beverage market - where traditional botanical wisdom meets modern beverage innovation. Our current placeholder logo, created during startup, doesn't reflect our brand's sophistication or playful nature.

Opportunities:

  • Growing consumer interest in natural, functional beverages
  • Expansion into national retail chains
  • Increasing social media presence
  • Upcoming product line expansion

Obstacles:

  • Crowded beverage market
  • Need to differentiate from both traditional sodas and kombucha brands
  • Communicating sophistication while maintaining approachability

Objectives and Goals

Primary goal: Create a distinctive, memorable logo that communicates our botanical expertise while maintaining a sense of fun and approachability.

Specific outcomes:

  • Increase brand recognition
  • Increase social media engagement
  • Support premium pricing strategy
  • Create a design flexible enough for various applications (bottles, cans, merchandise)

Audience

Primary audience:

  • Young professionals (25-45)
  • Health-conscious consumers
  • Foodies and beverage enthusiasts
  • Sustainability-minded shoppers

Secondary audience:

  • Restaurant and bar owners
  • Retail buyers
  • Health and wellness influencers

Current State Assessment

Current logo Current logo

Our current logo is text-only, using a basic serif font with a green leaf accent. While functional, it lacks:

  • Visual distinctiveness
  • Scalability across applications
  • Character and personality
  • Connection to fermentation process

This is our current color palette on Goodpalette. You may modify it if needed to better suit our goals.

Current color palette Current color palette

Project Scope

Deliverables:

  • Primary logo (full color, black, and white versions)
  • Logo variations (horizontal, vertical, icon-only)
  • Logo usage guidelines
  • Social media avatars
  • Favicon

Design requirements:

  • Must work well on clear glass bottles
  • Must be legible at small sizes (bottle caps)
  • Should incorporate botanical elements without being literal
  • Must avoid cliché bubble/carbonation imagery
  • Should feel premium but approachable

Inspiration and References

We admire:

  • The sophistication of Seedlip's botanical imagery
  • The playfulness of Trader Joe's illustrated style
  • The modern simplicity of Fever Tree's logo
  • The heritage feel of The Botanist Gin's branding

Additional notes

Our products feature unique combinations like:

  • Lavender Mint Fizz
  • Rose & Elderberry Sparkle
  • Sage & Juniper Bubble
  • Hibiscus & Thyme Pop

These flavors should inform the logo's character while avoiding being too literal or herb-specific.

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