Thesis Project - Javatude

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Created: 07/29/12
Last Edited: 12/04/12
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Description
Senior thesis project using characters to represent product varieties of coffee, using illustration and design to create a full brand that spans across packaging, advertisements, and catalogues.
  • Javatude
    Senior Thesis Project
  • This is my thesis work for my senior thesis; displayed in the Las Cruces Art Museum in 2011 as part of the Bachelor of Fine Arts Thesis Show.

    To explain the project and my methods with developing it, I will draw directly from my thesis statement, shown in italics, which explains the project and my approach to developing it to completion.


    As I look toward a future career in design, I quickly decided that my thesis work would best serve as an experiment to mesh my passion for illustration with real-world application.

    “Javatude” is a fictional coffee brand I created, keeping in mind that the brand would cater to a relatively undifferentiated market segment, as the product offering is meant to appeal to a wide variety of consumers and is not specifically positioned to attract any specific demographic.
  • Final Logo
  • Sketch concepts for logo / brand name
  • Instead of using typical coffee flavors or brews, I fashioned each different blend of coffee after a different stereotype. The idea behind the characters is such that, instead of associating their own personality with the representations of the blends, the consumer is able to draw interpretations about what kind of blend the coffee is according to the character representing it. By creating a variety of 12 different flavors, I was able to cover a wide range of personalities and stereotypes, which in turn created opportunities to experiment with illustrating a diverse assortment of people with varying ethnicities, genders, and careers. Creating this many flavors also supported the idea of a realistic market as a well-rounded and expanded coffee retailer.
  • Sketch concepts
  • Color Illustrations representing coffee brew flavors
  • By applying the illustrations to a variety of cohesive objects such as coffee cups and bags, it shows the potential for the packaging design of the product if it existed in reality. To further strengthen the brand’s believability, advertisements were also photographed and designed to produce advertisement material that linked the illustrations to real life. Finally, a tabbed booklet was created to offer customers a catalogue of all the flavors, with larger, high-quality reproductions of the illustrations and their descriptions indexed for the audience to easily read and view each character (brew).
  • Coffee Cup Label Designs
  • Coffee Cups (All 12 Flavors) - Photographed with Printed Labels
  • Coffee Cup Label Close-Up
  • Coffee Bag Prototypes
  • Poster Advertisements
  • Flavor Catalogue
  • Flavor Catalogue - Open
  • In conclusion, this brand was created with the intention of developing an innovative concept and approach to a product like coffee, as well as give the opportunity to practice illustration and application of illustration in design for packaging, advertising, and print that may also be valuable in real-world applications.
  • 2011 BFA Thesis Exhibition
    Javatude on display
  • Diagram explaining set-up requirements for gallery installation
  • Display at Las Cruces Museum of Art Gallery, 2011
  • Display at Las Cruces Museum of Art Gallery, 2011

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