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. 

Label Design Requirements: 

Based on the lecture, includes necessary information on the label

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.

LABEL 1

For label 1, I decided to follow 

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FEEDBACK

Week 1

Specific Feedback: Try to figure out your groupings, I can pair you with a student for easier workflow. 

General Feedback: For Project 1, we will be working with Mr Kombucha, helping them redesign their label. You can pick from a variety of flavors. Look through your senior's packaging design, make sure your final has intention. Use the taylors 3-D printing and laser cutting studio. For your final, which you will work in groups, try to mix around, and pick your chosen product.

Week 2

Specific Feedback: Your products chosen are good and all approved.

General Feedback: Guys make sure to group up for your next task. Also come to me for approval on your packaging analysis and make sure to explain to me why you chose this.

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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.