Packaging & Merchandising Design: Project 1 (Label Redesign / Uncle Jeff Kombucha)

16/10/2025 – 09/11/2025 (Week 4 – Week 7)

Valerius Ethan Wirawan / 0372774

Publishing Design / Creative Media / School of Design 

Packaging & Merchandising Design: Project 1 (Label Redesign / Uncle Jeff Kombucha)

---

TABLE OF CONTENT

1. Lectures

2. Instructions

3. Process Work

4. Final Outcome

5. Feedback

6. Reflection

7. Further Reading

---

1. LECTURES

Available in exercises e-portfolio blog.

---

2. INSTRUCTIONS

Fig. 2.1. Module Information Booklet (MIB)

---

3. PROCESS WORK

3.1. Project 2: Uncle Jeff Kombucha Label Redesigned

Task Brief

Redesign a product label that is ready for retail shelves, visually unique, and effectively conveys the product’s local origins, handcrafted nature, and special flavour to the target audience. Create labels in two sizes—one for a large bottle (9.5cm × 18cm) and one for a small bottle (6cm × 14.5cm)—working with only one selected flavour.

Fig. 3.1. Project 2: Uncle Jeff Kombucha Label Redesign Brief

Process Work

After reading the project brief, you researched Uncle Jeff's social media accounts and took screenshots of the product you considered for a label redesign. You specifically chose the berry flavour because you felt it would lend itself to a fun and playful design, which contrasts with many of your classmates' choices to go for a vintage or Malaysian 'mamak' style. This playful direction was your instinctive choice from the start, setting your concept apart and aligning with your vision for the project. You also drew character design inspiration from Pinterest to help reinforce this energetic and cheerful label style.

Fig. 3.2. Current Uncle jeff Kombucha Berry Kombucha 

Next, I gathered inspiration for my character design by exploring ideas and visual references on Pinterest.

I also gathered several visual references and placed them in my Adobe Illustrator workspace to guide my design process. These references were helpful as I developed my concepts. I attempted to redesign the Uncle Jeff logo, but realized that it didn’t fit well with the playful and friendly style I wanted, so I decided not to use it in my final design.

Below are the references and the process for the berry character design:

After the character is completed, it is arranged on the label using proper composition, hierarchy, and other design principles.

After all the label designs were completed (for both the small and large bottles), the labels were applied to mockups using Adobe Photoshop.

---

4. FINAL OUTCOME

Label Design Rationale

Fig. 4.1. Label Design Rationale of 'Project 2: Uncle Jeff Kombucha Label Redesign'

Label Die-line (Flat File)

Fig. 4.2. Label Die-line (Flat File) of 'Project 2: Uncle Jeff Kombucha Label Redesign'

Label Applied on Mock-ups

Fig. 4.3. Mock-up #1 (From pacdora)

Fig. 4.4. Mock-up #2

Fig. 4.5. Mock-up #3

Fig. 4.5. Mock-up #4

Fig. 4.6. Mock-up #5

Fig. 4.7. Mock-up #6

---

5. FEEDBACK

Week 7

General Feedback

Mr Shamsul introduced the requirements for Project 2 to our teams and explained techniques such as using the “appearance” panel in Illustrator. Additionally, he recommended we finalize our label by applying it to a free PSD mockup for the submission.

Specific Feedback

The black color should be set to 100% pure black to ensure safety in offset printing, while the front panel must prominently feature the logo, the unique selling benefit, and state "mix berry," with the logo included as well.

Week 6

General Feedback
Mr Shamsul gave us instructions on setting up label dimensions and beginning a template using Illustrator. He demonstrated how to arrange the nutrition facts table and clarified the setup for bleed areas in Illustrator. He also emphasized that packaging should maintain clear visual order and avoid unnecessary clutter.

---

6. REFLECTION

Experience
Throughout Project 1 of the Packaging & Merchandising Design module, I worked on redesigning the Uncle Jeff Kombucha label using Adobe Illustrator and Adobe Photoshop. This project allowed me to explore how a retail-ready label must balance visual creativity with clear information delivery. By designing labels for two different bottle sizes, I gained practical experience in adapting layouts while maintaining brand consistency. The process of creating a playful berry character and applying design principles such as composition, hierarchy, and typography helped me better understand how illustration-driven packaging can communicate flavour, mood, and brand personality. Applying the final design onto mockups further strengthened my understanding of how labels function in real-world retail contexts.

Observation
During the redesign process, I observed that translating a concept into an effective label required careful control of hierarchy and spacing, especially when working with limited surface areas. I also realized that design elements that worked well at a larger scale did not always translate effectively to smaller bottle sizes, requiring adjustments in text size, layout, and emphasis. Feedback from the lecturer highlighted technical considerations such as color accuracy for offset printing and the importance of clearly presenting key information on the front panel. These observations emphasized how packaging design must consider both visual impact and production requirements.

Findings
From this project, I learned that successful label design is not only about aesthetics, but also about clarity, adaptability, and technical precision. The importance of visual hierarchy, readable typography, and well-placed branding became evident through multiple refinements and feedback sessions. I also gained a stronger appreciation for how illustration and character design can enhance product identity when used strategically. Overall, this project improved my ability to think critically about packaging as a communication tool that connects branding, production constraints, and consumer perception in a cohesive and functional design.