Flashmints visualdesign

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