Michelle Peretz

I am a product designer passionate about combining behavioral insights with strong aesthetics to create delightful user experiences.

CMYK Designathon

Submission for SoDoI Coffee Tasting House rebrand 

Duration: 1 day 

My role: Designer

Award: We won the award for "Most Original" designs.

Tools: Illustrator

Challenge:  CMYK (Come Make Your Mark) is an annual designathon in which teams produce a Graphic Design campaign for a local business. The local business chosen for this years designathon, SoDoI Coffee Tasting House located in Berkeley, asked teams to create a cohesively designed campaign that shares SoDoI’s values — and its coffee. 

Solution: To create posters, postcards, and coffee sleeves that would appeal to the UC Berkeley student population, increase exposure, and encourage engagement. These marketing materials would communicate SoDoI's values in aesthetically engaging ways, and highlight the unique affordances of their particular kind of slow drip coffee. 

 
 

ideation & INSPIRATION

For the ideation phase of our process, we each ideated individually and then came together to identify the key themes that were prevalent in our ideas. The three most prevalent ideas were:

  1. Nautical Theme: riding the waves, helping someone out of the water, corresponds to SoDoI's "never give up" value

  2. Engagement/Conversation Starter: prompts that would encourage customers to engage with the baristas, or think about the values associated with SoDoI, corresponds to SoDoI's "love life" and "always be truthful" values

  3. "Slow Coffee": we were inspired by the slow drip coffee and were particularly fond of the imagery associated with that process. Corresponds to the value of second-wave European slow-drip coffee.

After brainstorming, we clustered our ideas into three key themes.

After brainstorming, we clustered our ideas into three key themes.


Sketching

Once we identified our three key themes that correspond to SoDoI's values, we each individually sketched our own visions for the marketing materials. As we came together, we collectively reviewed each design and identified which three we wanted to pursue further. 

 
Some of the sketches from myself and my team members that served as inspirations for the final design.

Some of the sketches from myself and my team members that served as inspirations for the final design.

Hard at work merging our ideas and sketches into final designs.

Hard at work merging our ideas and sketches into final designs.

 

Final Illustrations 

Drawing inspiration from our sketches above, we split into three groups to produce the final designs.  

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PERSONAL REFLECTION & LESSONS LEARNED

I thoroughly enjoyed the challenge of creating artistic pieces that could both communicate SoDoI's specific values but also appeal to a wide range of individuals. Despite the short timeframe of the designathon, we were able to employ many design thinking processes and principles by both individually and collectively engaging in brainstorming, developing, sketching, and producing our final designs. I appreciated working with such a collaborative group, as we worked well together throughout the whole process, from ideation to our final illustrations. 

 
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