Aroxa

Freelance design work for Cara Technology to design AROXA™’s brand identity, graphics, packaging and product portfolio.

What's a Flavour Standard?

In taste training sessions, professional tasters add aroxa's chemically constructed powders (that are held within the capsules) into test samples. Different flavours replicate particular tastes and smells, and are used to train testers in their detection.

Read the full explanation on aroxa.com

Design concept

The AROXA™ logo was developed in parallel to the pack structure and and was designed to reflect the distinctive placement of capsules within the primary pack, creating an iconic and ownable identity.

The combination of both bespoke and off-the-shelf components enabled AROXA™ to provide premium products at an achievable cost, using combinations of interchangeable elements across the range.

I was heavily involved in the original development of AROXA™ whilst working at international consultancy Kinneir Dufort. Read more about that below.

Aroxa 2.0

Following the initial launch of the brand in 2012. Cara Technology continued to assess how their products performed with their users, always looking for oppurtunities for further improvements.

From 2018, I worked alongside Aroxa on a huge reshaping of their brand as a whole across range architecture, graphics, icon design, packaging design, photography and concept web design.

The re-launch champions the brand, simplifies the messaging and modernises the look and feel of the products.

The new component portfolio improves flexibility and customisation in fulfilment, whilst reducing unique components to maximise efficiency.

This has expanded the AROXA™ range and market reach in existing industry sectors, and allowed significant growth into new ones.

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Initial development

In 2011~2012 whilst working at Kinneir Dufort in Bristol, UK, I developed AROXA alongside Cara Technology and KD's internal graphics, prototyping and visualisation teams.

I project managed the sourcing and selecting of new external suppliers, producing specification documents, graphics, and technical drawings for a complex range of over 300 SKUs, spanning 6 market sectors and was responsible for the procurement and delivery of over 100,000 components.


Here’s a few other of my KD projects :

Awards

Golden A’design Award winner (2012 – 2013) more info

Mock-up credit

Tablet/iPhone mockups by denamorado (via Freepik)

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