Squeezit
Project
Squeezit is a character-driven rebrand of a fruit-flavoured juice drink, created to feel like a tiny playground in a bottle. The brand focuses on bold flavours, collectible characters, and an eco-conscious squishy cap that kids can keep and reuse.
About
The Squeezit world is built around the “Flavour Friends” – a cast of chibi-style fruit characters that each represent a different flavour and personality. The brand combines bright colours, soft shapes, and playful motion to make every drink feel like a fun, character-led moment rather than just another juice.
Role
Motion Designer · Graphic Designer · Front-End Web Developer
Hero Artwork
The main hero composition introduces the full Squeezit lineup together, highlighting the characters, flavoured splashes, and the squishy cap as a collectible toy.
Logo Development, Sketches, and Colour Palette
Before finalizing the Squeezit identity, I started with loose sketches and mockups to explore how the Flavour Friends, bottles, and splashes could all live together as one system. These early layouts helped define where the logo would sit, how the characters would interact with the packaging, and how much space was needed for important information on each panel.
From there, I refined the logo into a rounded, bouncy wordmark inspired by the squishy caps and fruit characters. The final colour palette is built around sun-ripened oranges, berry reds, grape purples, bright yellows, and fresh greens, with plenty of white space to keep the brand feeling light and easy to read.
Packaging and Label Design
Each flavour has its own label featuring a unique character, splash shape, and colour combination, while sharing a consistent layout structure. The front panel focuses on the logo, flavour name, and character, while the side and back panels include nutrition facts, icons, and a friendly brand story for parents.
Digital Layouts
To extend the brand beyond packaging, I created simple mobile and tablet layouts for a homepage and character profiles. These screens highlight featured flavours, character stories, activities, and a section for sustainability and the reuse of squishy caps.
Challenges and Solutions
One of the main challenges was balancing the high-energy character art and colour palette with a layout that still felt organized and readable. I resolved this by using strong margins, consistent type scales, and clear hierarchy so that the brand stayed playful without becoming overwhelming.
Another challenge was keeping all six flavours feeling unique but clearly part of one system. By locking in a strict structure for the label layout and only changing key elements like character art, main colour, and splash illustration, the lineup looks cohesive while still giving each flavour its own personality.
Personal Reflection
Squeezit gave me the chance to combine character design, branding, packaging, motion, and front-end development in one project. Building a small universe around the Flavour Friends and then translating that into both physical packaging and digital layouts was a process I really enjoyed, and it is a project I am proud to showcase in my portfolio.
A playful splash of flavour, colour, and character in every sip.