Labels

Packaging & Merchandising Design | Project 1: Uncle Jeff Kombucha Label Design

20/10/25 - 3/11/25 [ Week 5 - Week 7 ]

Nicco Chew Jin Xun (0366563)

Packaging & Merchandising Design | Bachelor of Design (Hons) In Creative Media | Taylor's University

Tutor: Mr. Shamsul

Table of contents

Instructions

Project 1 / Process Work

Project Overview

This project focuses on redesigning the product label for Uncle Jeff Kombucha, a Malaysian - made sparkling fermented tea founded by Jeff Lau during the pandemic. The brand is known for using 100% locally sourced ingredients, pure fruits, and natural spices, with no artificial flavorings.

The goal of this assignment is to create a professional, market-ready label design that reflects the brand’s local, artisanal, and authentic identity while appealing to a modern consumer audience.

Objectives

The redesigned label should:
  • Improve brand professionalism and visual clarity
  • Highlight local authenticity and artisanal quality
  • Communicate unique Malaysian-inspired flavors
  • Stand out on the shelf in the competitive beverage market

Target Audience

  • Primary: Health-conscious individuals and food enthusiasts in Malaysia who value local, high-quality, and artisanal products.

  • Secondary: Consumers looking for healthier, low-sugar alternatives to soft drinks.

Label Design Requirement

  • Logo & Brand Name

    • Redesign the logo for “Uncle Jeff Kombucha”

    • Ensure it aligns with the local and artisanal brand identity

  • Product Clarity

    • Clearly state the product as “Kombucha Sparkling Tea”

  • Flavor Indication

    • Create a flexible design system that can adapt to different Malaysian-inspired flavors (e.g. Mamak, Bandung, Nutmeg)

  • Key Selling Points

    • Highlight 2–3 features such as:

      • Made with 100% Local Tea Leaves

      • No Artificial Flavorings

      • Artisanal & Locally Sourced

  • Mandatory Information Section

    • Ingredients list

    • Nutritional facts panel

    • Storage instruction (e.g., Keep Refrigerated)

    • Manufacturer information and country of origin (Malaysia)

    • Net volume and barcode placeholder

Deliverables

  • Design Rationale Report (1–2 pages)

    • Explain your chosen visual direction (e.g., Rustic Traditional, Modern Minimalist, Vibrant Malaysian Pop)

    • Justify your use of colors, typography, and imagery to express the brand’s local, artisanal identity

    • Describe how your new design improves the original and helps the product stand out on the shelf

  • Visual Mock-up

    • Present a high-resolution digital mock-up showing your redesigned label wrapped around the large brown bottlerealistically

  • Label Die-Line / Flat File

    • Provide the actual to-scale label layout with all text, graphics, and cutting outlines clearly shown

Research about Uncle Jeff Kombucha
Uncle Jeff Kombucha is a Malaysian artisanal kombucha brand founded by Jeff Lau during the pandemic, which focuses on using locally-sourced, natural ingredients like local tea leaves, fruits, and spices to create a refreshing and healthy fermented tea. It is known for its unique flavours often made with seasonal ingredients, and is designed to be both delicious and affordable.

Fig. 1 - Current Kombucha Label Design

I chose to design the Kopitiam-flavoured kombucha because I love the culture of Malaysian kopitiams. I also believe that the Kopitiam theme offers a lot of creative potential for the design, allowing it to feel more relatable and familiar to people while celebrating local culture. 

After confirming the overall theme, I began searching for visual directions and inspiration on Pinterest. I explored references related to Kopitiam culture, traditional packaging, and artisanal beverage labels to better understand the visual language and mood that would suit the concept.

Fig. 2 - References / Inspo found in Pinterest

I then started sketching out my ideas. These initial sketch helped me visualise the layout, illustration style, and overall composition of the label before moving into digital design.

Fig. 3 - Sketch

Next, I looked closely at various vintage and Kopitiam-inspired designs to refine my visual direction. Through this process, I finalised the colour palette, choosing brown and earthy tones that reflect traditional Kopitiam settings and convey a sense of nostalgia and authenticity.

Fig. 4 - Colour Palette

Because Kopitiam elements often bring to mind images of elderly people drinking tea and gathering together, I decided to illustrate the scene I had imagined in my mind and use it as the main visual for the label. This illustration reflects the warmth, familiarity, and sense of community that Kopitiam culture represents, helping the design feel more personal and relatable. Then, I play around with the colour palette to see which one is more suitable.

Fig. 5 - Playing with colour palette

I also spent time searching for suitable Chinese typefaces that fit the Kopitiam theme. This was an important consideration for me, as I wanted the design to be inclusive and eye-catching not only for English speakers, but also for those whose first language is Chinese. The use of Chinese typography helps strengthen the local cultural identity of the label.

Fig. 6 - Choosing chinese font

During the design process, I experimented with various vintage-inspired elements and played around with gradients to enhance the depth and texture of the label. These explorations allowed me to achieve a more handcrafted and retro feel without overwhelming the overall design.

Fig. 7 - Progress in illustrator

I worked on designing the ingredients list and nutritional facts, ensuring that all mandatory information was clearly presented and easy to read. While these elements are functional, I aimed to integrate them seamlessly into the overall layout so they would not disrupt the visual harmony of the label.

Fig. 8 - Progress in illustrator

Fig. 9 - Final Labels Design, Large Bottle (JPEG)

Fig. 10 - Final Labels Design, Small Bottle (JPEG)

Mockups of Bottles Label Design

Fig. 11 - Final mockup, Large Bottle (JPEG)


Fig. 12 - Final mockup, Large Bottle (JPEG)

Fig. 13 - Final mockup, Large Bottle (JPEG)

Fig. 14 - Final mockup, Small Bottle (JPEG)

Fig. 15 - Final mockup, Large Bottle (JPEG)

Fig. 16 - Final mockup, Large Bottle (JPEG)

Fig. 17 - Final mockup, Small Bottle (JPEG)

Final Compilation

Google Drive Folder: 

Fig. 18 - Final Labels Design, Large Bottle (JPEG)

Fig. 19 - Final Labels Design, Small Bottle (JPEG)

Fig. 20 - Design Rationale Report (PDF)


Fig. 21 - Final Labels Design, with bleeds border (PDF)


Fig. 22 - Final Labels Design Mockup (PDF)

Feedback

Week 6 (27/10/25)

General Feedback:
Show sketch & mooodboard in class

Specific Feedback:
I focused on developing my initial sketches and refining the overall visual direction of the label. I explored different layout possibilities and illustration ideas, while also finalising the colour palette. 

Week 7 (3/11/25)

General Feedback:
This week was originally scheduled as the submission week. However, as the submission was extended by an additional week, I used the extra time to further develop the design. I continued digitising my sketches in Adobe Illustrator, refining the illustrations, typography, and layout to ensure consistency and clarity across the label. This process allowed me to improve details and bring the overall design closer to a finished, production-ready outcome.

Specific Feedback:
N/A

Reflection

Observation:
Throughout this project, I observed that cultural references play a significant role in shaping how a product is perceived. Visual elements inspired by Kopitiam culturesuch as traditional colours, typography, and everyday social scenes immediately communicate familiarity and warmth. I also noticed that when a design has too many playful or competing elements, it can weaken the overall message and make the product feel less focused on the shelf.

Findings:
From this project, I found that having a clear concept from the beginning greatly improves the design process. By anchoring the label design around a specific theme (Kopitiam culture), it became easier to make consistent decisions regarding colour palette, typography, and imagery. I also learned that functional elements such as ingredients lists and nutritional facts can still be visually integrated into the design without compromising aesthetics, as long as hierarchy and layout are carefully considered.

Experience:
Overall, this project was a valuable learning experience. It allowed me to explore how cultural storytelling can be applied to packaging design in a meaningful way. Through sketching, research, and digitising the design in Illustrator, I gained a better understanding of balancing creativity with real-world constraints such as readability, mandatory information, and label sizing. The process also helped me appreciate the importance of designing with a specific audience in mind, ensuring that the final outcome feels both visually engaging and culturally relevant. Designing the kombucha packaging was honestly a lot of fun! I spent time looking at all kinds of label designs, paying attention to everything from color schemes and typography to the small design details. I picked out the elements I liked the most and tried to incorporate them into my own design. Going through this process helped me practice observing and analyzing other designs while also figuring out my own style, which made the whole project feel really rewarding.
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