Social
CRI-YO Branding and Packaging
About CRI-YO
The Cri-Yo brand was developed as an introductory labeling and branding project centered on pop culture and modern youth trends. My goal was to create a beverage identity that resonates with teens and young adults through a “cryogenic” lens. This icy texture made the drink feel sub-zero through visual design alone. To bridge this futuristic concept with a sense of familiarity, I integrated nostalgic elements, creating a brand that feels timeless.
Full Flavor Profiles and Audience
To capture a younger audience, the brand leans into the ‘analog revival’ currently trending in pop culture. I integrated iconic elements such as Polaroids, vinyl records, cassette tapes, and legacy gaming consoles. By utilizing these symbols, the design achieves a dual impact: it appeals to the aesthetic curiosity of Gen Z while simultaneously tapping into the genuine nostalgia of the generation that originally owned these items.
Complementing the visual strategy is a diverse flavor lineup, ranging from crisp classics like Lemon and Apple to vibrant favorites such as Cherry, Peach, and Strawberry. Each flavor utilizes a specific high-contrast frozen fruit that signals the taste profile while preserving the ‘sub-zero’ cryogenic aesthetic.
The Challenges
The primary hurdle was the intricate vector illustration and texturing required to make the pop-culture elements appear suspended in ice. Moving beyond flat design, I attempting a layering process using custom frost overlays and varying opacities to mimic light refracting through a frozen surface. This helped the icons maintain a certain depth while staying consistent with the brand’s visual identity.
Beyond the artistry, the project required mastering the constraints of 360-degree cylindrical packaging and strict Canadian labeling laws. I had to ensure the typographic hierarchy remained legible on a curved surface while navigating the complex legal requirements for supplemented food products, including bilingual mandates and front-of-package nutrition symbols.