Packaging and Merchandising Design Task 1 - Uncle Jeff Kombucha Label Redesign

18th May 2026 (Week 5)  -  1st June 2026 (Week 7)

Insha Thahirah Rajab - 0360671

Design Principles - Section 02

Bachelor's Degree  in Creative Media (Honors) - Taylors University

Task 1 - Uncle Jeff Kombucha Label Redesign

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CONTENTS

Lectures

Instructions

Exercises

References

Feedback

Reflection

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LECTURES

Week 2 

What Is Packaging?

Figure 1.0 What is Packaging (PDF), Week 2(27/04/2026)

During week 2, we learnt the basics of packaging and its purposes: Physical Protection, Identification, Marketing, Transportation, Differentiation, and Communication. We brushed on the history of packaging, and its origins, as well as the evolution. Finally, we looked at the information provided on packaging, and how it can be used to communicate a message.

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INSTRUCTIONS

Figure 1.0 Module Information Booklet (PDF)

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EXERCISES

Exercise 1 - Packaging Design Analysis

Product Reference 

Uncle Jeff Kombucha is a brand of sparkling, fermented tea (kombucha) founded by Jeff Lau during the pandemic. The brand focuses on creating delicious and affordable kombucha in Malaysia using 100% locally-sourced ingredients and pure fruits and spices with no artificial flavorings. 

The existing label, while unique, presents an opportunity for a professional and commercially appealing redesign to help the product better compete and communicate its artisanal, local, and premium qualities in the modern beverage market. 

Target Market 

- Primary Target Audience (Based on Brand Context): Health-conscious individuals and foodies in Malaysia who appreciate local, artisanal, high-quality, and unique food/drink products. They are likely interested in supporting local businesses. 

- Secondary Target: Consumers seeking healthier, low-sugar alternatives to sodas and other processed drinks. 

Deliverables 

1. Design Rationale (Report): A 1–2 page document detailing: 

• The chosen visual direction (e.g., Rustic Traditional, Modern Minimalist, Vibrant Malaysian Pop). 
• Justification for the colors, typography, and imagery used to convey the local, artisanal identity. 

2. Visual Mock-up: A high-resolution digital image showing the new label wrapped realistically around the large brown bottle and physical mock-up. 

3. Label Die-Line/Flat File: A to-scale visual design of the label showing all text, graphics, and the exact cutting shape.

4. Upload your source file (Adobe Illustrator) into your Google Drive and provide the link in your E-portfolio. Make sure you set the link to public.

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WEEK 5

During week 5, we went through the basics of label design. Mr Shamsul presented the breakdown of the hierarchy of information and how to get started on the label design, along with a brief of the company overview, Uncle Jeff, and the nature of their products. We were told to pick one flavor each, and develop visual directions to showcase for next class.

BRAND RESEARCH

Before starting on any designs, I began by going through their Instagram and looking through their brand, products, and overall vibe. 

For their rebrand, I thought of taking two different approaches. A design that completely rebrands and changes the way they present their matcha, or a design that plays into their current aesthetic and message. That distinction was mine to make.

WEEK 6

Class was cancelled and set to online for this week. Each student presented their ideas on their canva, including visual direction, typography, colour palette, and more. Sir suggested to use colours that are eye-catching, perhaps looking through adobe colours. For my work, he was happy with each direction, and told me to proceed with whichever one spoke to me the most.

VISUAL DIRECTION

This was my canva for the pitch of my visual direction. I went with 5 different aesthetics to fit the brand, taking inspiration from Pinterest:

Figure 1.1 Uncle Jeff Label Visual Direction Canva, Week 5(25/04/2026)

After getting the green-light, it was time to start working on some designs. I preferred working straight on Illustrator as drafts instead of sketching it out, as I can get a direct view of what the design would look like.

GUIDELINE 1

I decided to create a basic guideline template. I looked through references online to gauge an understanding of what an example label should look like:

I took note of the nutrition information and barcode, which were two elements I needed to find online. Afterwards I imported them on Illustrator, ready for my label. 

I then looked through a YouTube video for the correct sizing dimensions and measurements for the die-line and bleed. This was my starting point.

I slowly started mapping out elements, such as the title, subtitle, hook, logo, nutrition information, net weight, and warnings.

Afterwards, I added a barcode for users to scan.

As well as social media icons.

I also played around with the net weight and included a hook on the side. I was finally happy with the basic layout.

This is what the completed guideline looks like:

LABEL 1

For label 1, I wanted to go for my first visual direction. This included a bright and colourful geometric styled label, with a bright green and pink colour palette. 

I browsed online to find a font that would suit my overall visual direction for this label. This was a perfect fit.

For the graphical elements, I decided to create outlines to use their shapes for the label. The "O" can replicate that of a mandarin, along with the leaves. 

I played around with the design, using varied colours, geometric shapes, and design the side labels as well.

This was my final label one design:

This was the die-line layout I followed:

This was the application of the label on a visual mock-up I found online:

LABEL 2

I wasn't happy with how this design turned out, it felt too distracting and not a visual direction I was comfortable with. I decided to go for direction #2 and work with a floral/ botanical kombucha flavour that Uncle Jeff offers.

I started with the same template and added the colour palette. 

I went for a handwritten font as it matches the overall theme of being 

Version 1

Version 2

Version 3

LABEL 3

LABEL 4

Version 1

Version 2

FINAL SUBMISSION

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FEEDBACK

Week 5

Specific Feedback: All of the directions somewhat suits the flavor. You choose 1 and can start to sketch the layout. Provide at least 5 sketches for the label design

For the design, choose 1 that you feel appropriate for a flavor

General Feedback: Understand the purpose, aesthetic and function of label design. When looking at Uncle Jeff, look through their current drinks to understand their flavours, and what information is to be displayed on the bottle, such as their logo etc.

Week 6

Specific Feedback:  Looks okay. Can you refine on the design? Here are some references on A designs.

If you reflect your design from what I showed you, you can actually see the differences. Your current label doesn't look clean enough. The information isn't organized and the layout doesn't make sense. It needs to be the height of a bottle. I will send you a reference you can look at when it comes to the correct measurements. Make sure to print it out and measure on an actual bottle.

General Feedback: Send me your canva links for approval on visual direction, this is the last week to do so. Pick colours that work with each other, you can use Adobe Colour for a better understanding on this and how to pair certain palettes together. Good, eye-catching brands have colours that stand out yet go well together. Make sure to attract customer's attention.

Week 7

Specific Feedback: Okay. This is better from the previous design. Cleaner and neat. You could try suggest different background color. 

Much better! "Locally Sourced" is not a very strong statement for a USP. Align the bar code so that it looks balance.

You can submit.

General Feedback: I would like to remind everyone not to use Generative AI to complete your work. You can use it for ideation but not to generate the final design. You will need to provide your Adobe Illustrator file for submission. 

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REFLECTION

Experience: Exercise 1 was fun, introspective, and helped me understand the basics of packaging and how to amplify a message and branding to audiences. Classes were easygoing but educational, I understood the purpose of packaging and what makes a design functional and aesthetic.

Observations: Many observations were made during this exercise, mainly the observation of badly designed packaging, and identifying key issues, as well as relating it to a target market. By comparing good and bad design, we are able to conclude what makes a good package for a specific product. Identifying each product's form: box, bottle, can, and tube, we can note how each packaging varies and what features are included in each.

Findings: Through research, I understood what each demographic of each market, and what they are looking for in a packaged product. I learnt the difference between strong and weak branding, and how this can be implemented in their design, as well as their entire concept/ messaging to the consumer. I researched competitor brands and identified factors which made them stronger to other brands, and how weaker brands can implement these strategies.