Mailer McGuire
Lucinda was engaged to design the branding and packaging of Mailer McGuire, an Australian tea-based Kombucha.
AGDA Design Award Finalist 2018—Packaging
Responsibilities: Branding · Packaging · Illustration · Photography
Founder Rosie Morison came up with her business idea while taking a cycling and camping trip along coast from Vancouver to San Fransisco.
In homage to her adventures in North America, Idrew inspiration from the linework and undulations of map contours. I anchored the letters of the logotype like rocks in a river of flowing linework, as they weave around them and generate a sense of movement.
These are some of the early concepts, where I explored how to capture the movement & flow of liquid, and how it would all take shape together.
The illustration in the final logo design can be read in multiple ways, as the shape also forms mountains under a starry night sky—a reference to the mountain ranges where the tea is sourced.
