Swoon Recipes
Publication Design, Print Collateral, Brand Guidelines
The Swoon team came to X & Co. wanting a visual rebrand for their product collateral and updated brand guidelines, culminating in a recipe book featuring the new look + feel. Swoon gives its customers a way to indulge in the sweet life without the sugar or artificial ingredients, and the team wanted to make sure the playful, rich, nostalgic, and delicious undertones of their products were key players in the updated branding + recipe book design.The updated identity features a bright, saturated palette, ultra-rich product photography, a new set of garnish illustrations, and a refined visual language of shapes, patterns, and graphic elements made for Swoon. The recipe book serves as a hybrid coffee table book and classic kitchen staple, giving readers a vibrant, visual catalogue of all of Swoons cocktail, coffee, lemonade, and dessert recipes made with Swoon Syrup and Swoon Mixers. To top things off, we created a set of supplemental mailers to be included in Swoon's new packaging set, featuring excerpts from Swoon Recipes.Collaborators: Hannah O’Connell (Art Direction), Heidi’s Bridge (Photo + Prop Styling)
Simple Syrup
Simple Syrup is Swoon's original product, and features its signature purple brand color. For this beginning section of Swoon Recipes (after the TOC) we leaned into the sweetness of Swoon Syrup—while creating a design system for the remainder of the products featured—and cultivated a "cocktail book" vibe that was both playful and polished. This section sets the the tone for the remainder of the recipe book, with both its opening spread and interior pages (featuring fun image crops, a color-coding squiggle, and simple, typographic breakdowns of each recipe). 
Swoon Mixers
The sister product to Swoon Simple Syrup, Swoon Mixers are the bright, flavorful, cocktail-mixing counterpart. This section follows the same design guidelines as the previous, and introduces some new illustrated fruits, garnish icons, and colorful vignettes on each opening spread. 
Icons
While designing Swoon Recipes, some additional icons were needed to round out the variety of garnishes used in the collection of recipes. Below is a quick look at some of the updated icons, including: basil, mint, peach, jalapeno, blood orange, cranberry, pineapple, lime, cucumber, strawberry, and raspberry. 
Mailers
After building out the full rebrand, the Swoon team also created updated packaging for all orders of either Swoon Syrup or Swoon Mixers. We worked together to design these mini mailers/inserts to be included within all packaged orders, giving customers a bite-sized sample of Swoon Recipes and some simple + fun ideas to try with their new Swoon products.
Brand Guidelines
As the endcap to our time with the Swoon team, we gathered all of the new type, color, photography, icons, illustrations, and graphic elements from the rebrand into a comprehensive set of brand guidelines (to be used for any future design work or branded Swoon experience). The brand guidelines feature everything from packaging to styling, and show multiple use-cases for each application of the updated Swoon branding. 