01 / Cloud Cut
Cleaner rounded lettering. Warm apricot. The familiar blue-and-flavor architecture, with more composure.
Explore the refinement ↓Two originals. A more considered next step.
Keep the feeling.
Refine the pack.
The goal is to mature Electric Cloud without losing its presence. Two distinct routes: approachable confidence in Cloud Cut, and sensory depth in Liquid Frame.
02 / Liquid Frame
A broader peach field and a quieter sculpted surface. The more distinctive premium direction.
Explore the refinement ↓Cloud Cut / Grown-up warmth
What I kept
The white name, recognizable script logo, blue upper field and generous flavor panel. I kept a simplified cloud cut deliberately: removing every familiar cue made the earlier muted version feel less like Electric Cloud.
What I changed
Less inflated, more open lettering; clearer spacing; a warm apricot field; simpler supporting type; and no strength badge. “Travel sticks” replaces “powder sticks.” The result retains personality while reducing the toy-like feel.
Remaining design question: the blue still has a vivid shelf presence, and the cloud boundary remains. This is a balanced alternative to the earlier all-over muted color direction, rather than a literal execution of every feedback point.
Liquid Frame / Quiet depth
What I kept
The dimensional frame, strong white name and blue brand presence. These give the design its most useful distinction and a visual language that can extend into imagery and motion.
What I changed
A much larger peach flavor area, dark readable flavor text, smoother reflections and one broad flowing form. The electrical veins and strength badge are gone, while the material retains its depth.
Remaining design question: this rendering still reads somewhat pearlescent. A further material pass should make the peach more transparent and watery while preserving the dimensionality. The finish and blue saturation are visual suggestions, not production specifications.
The benchmarks
The originals still matter.
Use these to check whether refinement has improved the design without weakening its character. Original references have different scenes and framing, so they are not controlled test stimuli.
Cloud Cut / Original reference
Liquid Frame / Original reference
The next decision
Choose the direction before expanding the world.
Compare these two against their originals with actual target shoppers using the same price, offer, scale and presentation. Look for calm-drink recognition, quality, flavor clarity and purchase interest. Since several design elements changed together, any preference result would apply to the whole concept, not prove which individual edit caused it.
Both new concepts use Juicy Peach and the same core wording. Once one earns its place, extend its flavor system and sensory imagery across the range.