Tubi 60 Redesign

Redesigning Tubi 60 challenged me to balance innovation with the spirit’s iconic identity rooted in its Israeli origins and unique, uplifting character. Through deep research into Tubi 60’s history-created by the Tubi brothers in Haifa in 2012-and its reputation as a vibrant, joyful drink celebrated in communities, I aimed to modernize the brand’s look while preserving its heart.

For this project, I employed a mixed media approach, combining traditional and digital techniques. I used watercolor pencils to hand-sketch key elements such as the citrus fruits that reflect Tubi’s natural ingredients, then integrated these illustrations with digital tools like Adobe Illustrator and Photoshop to create a cohesive, fresh design. This blend of analog and digital methods allowed me to visually capture Tubi 60’s playful energy and cultural significance, telling its story through both heritage and creativity.