Flash Mints Packaging Graphics Design Process
Goal: To communicate the nature of the
Iteration 1: To maintain creative focus in the short timeline,
product effectively and clearly through
we begin our design process using Ultra Creative Studio’s
the packaging graphics.
Archetypes Process.
Basic Archetypes
Process: We consider, if the mint was a person, it would be a _____ archetype kind of person. (based on Carl Jung’s theory of the unconcscious)
Interesting & Cool: “Wow, it’s melting, so cool!” “An interesting experience ...”
Different, yet familiar: “The familiar taste of mint is there but the feeling is new; the strip is sticky on my tongue.”
Remember Our Taste Attributes
First: Narrow down key taste and feel
Mild: “The mint is not very strong. I would not use it to
attributes of the product from our
cover the smell after smoking, but it seems good to get the
earlier field research with the samples.
taste of non-veg out after eating.”
Interesting & Cool > Enjoyable + New, fits into JESTER
CAREGIVER
> JESTER ARCHETYPE
Different, yet familiar > Recognition, fits into > CAREGIVER ARCHETYPE
Relate to Archetypes
Then: Relate these key attributes to the character archetypes.
REGULAR GUY
Mild > Honest, nothing more, nothing less, fits into > REGULAR GUY ARCHETYPE
FLA S H M
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FLASH
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FLASH Initial explorations
Understanding Flash mints: We began
However we need to create moodboards to understand
sketching the possible directions to
the archetypes better and incorporate them in our
explore ‘flash’ and ‘thin strips’ using
sketches.
typographic and graphic forms.
Making Moodboards This will help us decide the:
Colour Palette: Based on Regular Guy +
Type treatment + supporting visuals: Based on
Caregiver type images from the chewing gum,
Jester type images from the chewing gum, mints
mints, FMCG industry
industry
Archetype One
Caregiver: have a warm aura, they empathize, and are easily recognizable. This archetype is also a helper and a protector.
Moodboard 1 Colour Inspiration One
Notes: Can the label be semi-transparent?
Archetype Two
Regular Guy: honest and dependable. Has a no-nonsense attitude towards life.
Moodboard 2 Colour Inspiration Two
Notes: High contrast, non-nonsense, solid colours
Archetype Three
Jester: joker, fun type of character who is out to enjoy life.
Moodboard 3 Type + Pattern Inspiration
Notes: ...
Flash Mints Packaging Graphics Explorations
Round 1: Building on the three archetypes
Note: Using the visual moods derived from the archetypes to represent our product attributes, we explored label transparency, typography, colour & patterns.
Transparent labels 1
The Caregiver archetype comes out in the colours and the soft effects, while the typography is derived from the
Notes: Melts in ten seconds, soft on the tongue
Jester archetype
Transparent labels 2
The Caregiver archetype (with a hint of Jester) comes out in the colours and the soft effects, while the typography is
Notes: Set of strips, fresh, melts
derived from the Regular Guy archetype
Transparent labels 3
The Caregiver archetype comes out in the colours while the typography is derived from the Regular Guy archetype,
Notes: Set of strips, peel and eat
with the graphic elements bringing in the Jester.
Punchy solid colour labels
The colours derive from the Caregiver, while the typography is from the Regular Guy archetype. There is
Notes: Cool, fresh feel
just a hint of the Jester in the patterns and type treatment.
Playful solid colour labels
A mashup of Caregiver meets Jester is used for the patterns and colour palette, while the basic typographic
Notes: Slipping down, cool mountain, mintrip, mint leaf
forms are derived from the Regular Guy archetype.
Eyecatching labels
The layout, patterns and typography derives from the Jester archetype (with a hint of Regular Guy), while the
Notes: melts in ten seconds, flash mint gets you ready to chat up close
colours ground the brand in the Caregiver archetype.
01.09.16 Abi Paul, Shiraz Iqbal
Client: Hetero Healthcare
More details on the process: http://www.thedieline.com/blog/2016/5/25/using-archetyp es-in-package-design