Packaging Process Journal

A Process Journal

Ann Wood Art 575 Fall 2016

For helping me get through

included me in the junior’s pack-

Packaging and this semester in

aging class this semester and who

general, I’d like to give a few shou-

also always helps me stay sane in

touts and thank yous. First of all,

the insane world that is design.

thank you to my new comput-

Last but not least, a huge thank

er with its faster processor and

you needs to be given to my

500 GB of storage. Thank you so

Dezine squad, AKA Kylar, Amber,

much. Also, a big thank you goes

Rachel, and Caitlin. You all are

out to my assembly tools, namely

amazing and I’m so blessed I can

my X-ACTO knife. I couldn’t have

have a group of best friends that

cut all of those dielines this se-

I can talk about life and fonts

mester without it. Moving on to

with. Much love.

the humans, a huge thank you is needed for Leslie Friesen, who

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Part 1

4

What is Packaging Tho?

6

Get the Wheels Turning

8

Packaging Context

10

How Can a Package Be Sustainable?

12

Consumer Persona

14

My Product Is...

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Semantic Differential Scale

20

Creative Brief

22

Sketching

24

Draft 1

26

Dieline

28

90% Critique

30

FINAL

32

Target Display

36

Feedback

38

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Preface For the first time in a long time, for my packaging class I was going to have to start thinking about my work being a 3 dimensional object, or at least being associated in a three dimensional space. I hadn’t done this since my foundation 3D art class, so I was a little nervous to say the least. I had no idea what dielines were or how to even begin a document that was going to end up as a 3-D object. Somehow through it all, I figured things out. The following pages are about my journey into the packaging world and all the messes and successes along the way.

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Reflection What does a package need to do? »» Give tonality »» Give first impression »» Protect the product

What considerations go into designing a package? »» The shape of the product »» How the package will fit in customer’s hands »» Materials used

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Packaging inspirations from Pinterest

A package has 5-7 seconds to persuade a shopper to buy it.

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Research Part 1 Our first assignment in packaging

minimal and flimsy looking. So

was official: to design/redesign

much of the material used was

a hardware or household prod-

unnecessary and clunky. I even

uct package and to make it ei-

found the same thing with house-

ther hang or have a wrap around

hold products at Target. Lots of

sleeve. Part two of the project: to

unnecessary plastic was used to

make our packaging environmen-

secure kitchen products and even

tally sustainable. Needless to say,

hangers. Let’s not even begin to

I was a little hesitant. I had defi-

mention the awful use of typog-

nitely paid attention to packaging

raphy on these packages.

before in stores, but not as thor-

What I thought were the most

oughly as this project was requir-

successful packages were ones

ing us to—especially with hard-

that highlighted the use of the

ware products.

products and used minimal ma-

After walking around Home

terials. There were a few of these

Depot for about ten minutes, I re-

packages, but they were few and

alized that packaging design is a

far between.

very small consideration in most hardware products. So many of the products there used lots of materials—probably to look more masculine and secure rather than

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The good

The bad & the ugly

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Research Part 2 Turns out, there are a lot of ways packaging can be designed to be environmentally sustainable. As with most aspects of design, most people just don’t realize it. There is more to sustainable packaging than just the material used—it can involve designing for second use purposing, avoiding glue and laminations, and combining shipping functions onto the package. Google is a great resource for finding these things out.

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START WITH COMMODITY MATERIALS THAT ARE COMMONLY RECYCLED Products such as #1 PET, #2 HDPE, Aluminum, Glass, Paper, Paperboards.

DESIGN THE PACKAGE FROM A SINGLE MATERIAL Single-material packages are easier to identify and separate during recycling.

FOCUS ON THE PRODUCT-TO-PACKAGE RATIO The package should be as small as possible while still protecting the product and providing adequate branding real estate.

DESIGN FOR ASSEMBLY AT THE POINT OF MANUFACTURE Think through the assembly steps, as well as the use of hand labor versus automation. The more efficient, the better.

AVOID GLUING AND LAMINATIONS Laminations and glue make it impossible to separate materials for recycling, and can negatively impact what would be an environmentally friendly package.

DESIGN FOR DISTRIBUTION Design primary, secondary and tertiary package from the beginning, looking to optimize all package dimensions for pallet efficiency.

ELIMINATE SECONDARY AND TERTIARY PACKAGING WHEN POSSIBLE Look for opportunities to make the primary package more robust, as well as combining functions of shipper and POP displays.

DESIGN FOR DISASSEMBLY The end user will ultimately be responsible for cleaning and separating the packaging components for end of life. Use of the How2Recycle label is helpful in communicating what to do.

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CONSUMER PERSONA

Research—Team Project Learning about consumer personas and actually making one was one of my favorite projects in this class. I don’t think Leslie expected our class to take it as seriously as we did, but we went all out. My team had the description of an “African-American male, 35-44 age range”. We named our guy Drake, and he had a very dynamic life, which can be read in full detail on the consumer personal document. Our groups also had to quickly design a tool box for our

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persona. Writing a consumer persona then designing a product/ package based on them was really interesting because it allowed me to see how a target audience can influence the design of a package or product. Everyone had different personas, and everyone had different types of products.

CONSUMER PERSONA

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My product is...

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For my redesign, I chose Febreze

representations featured on one

smallSPACES because the pack-

package? Why is everything in

aging honestly just looks like

two languages? Why are ugly

s***t to me. When I think of the

holes on the product the only

Febreze brand, I think of clean,

thing they could come up with

ethereal qualities. The spray air

to allow the scent to escape? It’s

effect products have more sleek

way too much for me, and I chose

packaging, and the way the prod-

to redesign the smallSPACES

ucts are shaped and the sound

packaging because of all these

that is made when the product

concerns I had.

is sprayed just sounds so clean and fresh. The current packaging of Febreze smallSPACES really confuses me. I mean, why are there three pictures of scent

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Traditional

Modern

Unknown

Well known

Bargain

Expensive

Extensive

Simple

Current perceptions Desired perceptions

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Define Part 1 The semantics differential scale really helped me visualize the conceptual changes that needed to happen within the company that I was designing my package for. Comparing the current perceptions to the desired perceptions literally help me to see how the branding needed to shift. From there, I could envision what my packaging needed to include/exclude in order to meet the needs of my desired audience.

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Define part 2 A creative brief has been a tool

background of Febreze as a com-

that I have used in my recent de-

pany to show what they stand

sign projects because recently I

for and how they could move

have been working on projects

forward with their smallSPACES

that are applicable to real life.

package design. I also listed the

The explanation of the product,

goals to remind me, the designer,

the target audience, and goals is

and the client what we are trying

really helpful for me to review

to achieve together.

the project, and it is helpful for the client as well because it confirms the jobs of me, or the designer. I wanted to explain the

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ANN WOOD

CREATIVE BRIEF Objective Febreze smallSPACES need a new look. Febreze values cleanliness and ethereal qualities in their products, and their current packaging is not visually related to the Febreze brand. Iit is too overwhelming and cluttered with unnecessary pictures and information. There is also a large amount of material used in the packaging that is not necessary, which is not environmentaly sustainable. The product itself may also be slightly updated to match the updated packaging. The new packaging for Febreze smallSPACES must clearly look like it belongs in the visual system of Febreze and the package must have a low environmental impact.

Company background Febreze is a household cleaning product company that is owned by P&G. Febreze was not successful when first launched, and after lots of research, marketers discovered that people’s behavior is modified by consequence, and this could be used in their branding. People liked the scent of cleanliness after thorough cleaning, and they wanted a product that provided the reward of a fresh scent. They began to market Febreze as a reward product—as something you use to receive the reward of a fresh scent.

Target Audience The typical users of the Febreze smallSPACES would be women in the 25-45 age range. The women who would use the vent would most likely have young children. These women would be employed, but not too busy to where their work would get in the way of being there for their children. These women like cleaning products that work and make them feel like their house is put together and pristine.

Competition Brand attributes » » » »

Clean Fresh Simple Ethereal

» Air Wick solid air freshener » Glade solid air freshener

Goals Febreze smallSPACES need packaging that allow the product to visually fit more with the Febreze brand. It will be clearly recognizable as a Febreze product when it is on shelves. Sales for this product will increase by 30% within the year of the release of the new packaging.

It will also use minimal materials and be environmentaly sustainable.

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Explore & Select Because I had never designed

switch it to the front. The curved

packaging before, I just had to

line would be enlarged and two

dive in and not worry about what

other lines would be added to

my designs were “supposed” to

it to allow the scent to come

look like. I wanted to stick to de-

through. I chose to redesign the

signing a package that had more

“Fresh Pine Scent” packaging be-

curved shapes and minimal ele-

cause that was the one I bought

ments because of the need for

from the store. Little did I know

low environmental impact and

that the fresh pine scent would

the need to declutter the current

come back to haunt me. Just a

smallSPACES packaging. I want-

few words of advice—never carry

ed to emulate the cleanliness and

around a scent refill in your back-

etherial qualities that Febreze is

pack for more than a week. It will

associated with. Along with the

leak and the scent will follow you

package, I chose to change the

everywhere and ruin your life, I

look of the scent escape. Instead

promise you.

of it being a grid of dots to let the scent escape, I decided to enlarge the wave design on the back and

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5.5 mL (.18 FL OZ LIQ.)

25 OZ LIQ.) (.18 FL

5.5 mL

1 reusable unit 1 scent cartridge

Fresh Pine Scent

AIR FRESHENER

febreze

small spaces

Fresh Pine Scent

AIR FRESHENER

small spaces

febreze

Instructions for Use Instructions for Use

Remove shrink wrap from device. Insert curved side up until it clicks

No peeling

Scent intensity: Open base=more scent Closed base= less scent

CAUTION: Eye irritant. Avoid eye contact with eyes. Do not put fingers into product vent. Wash hands after handling perfume cartridge. KEEP OUT OF REACH OF CHILDREN AND PETS. FIRST AID TREATMENT: Contains fragrance oils. If eye contact occurs, rinse with plenty of water for 20 minutes. If eye irritation persists, consult a physician. IF SWALLOWED, do not induce vomiting, call a physician or poison control center immediately.

Distr. by/par

www.febreze.com 2016 P&G

Proctor & Gamble

Cincinnati, OH 45202

Questions: 1-800-308-EASY (3279)

and/et Toronto, ON

No peeling, No cutting

Remove shrink wrap from device.

Insert curved side up until it clicks

Scent intensity: Open base=more scent Closed base=less scent

CAUTION: Eye irritant. Avoid eye contact with eyes. Do not put fingers into

product vent. Wash hands after handling perfume cartridge. KEEP OUT OF REACH OF CHILDREN AND PETS. FIRST AID TREATMENT: Contains fragrance oils. If eye contact occurs, rinse with plenty of water for 20 minutes. If eye irritation persists, consult a physician.

IF SWALLOWED, do not induce vomiting, call a physician or poison control center immediately.

www.febreze.com © 2016 P&G Febreze ®

Distr. by/par

Proctor & Gamble

Cincinnati, OH 45202 and/et Toronto, ON

AIR FRESHENER

small spaces

Patents/Brevets:

Questions?

1-800-308-EASY (3279)

Patents/Brevets:

www.pg.com/patents

febreze

Made in Mexico

AIR FRESHENER

small spaces

www.pg.com/patents

febreze

Made in Mexico

Patents/Brevets:

www.febreze.com 2016 P&G

Made in Mexico

Questions: 1-800-308-EASY (3279)

www.pg.com/patents and/et Toronto, ON

Cincinnati, OH 45202 Proctor & Gamble Distr. by/par

CAUTION: Eye irritant. Avoid eye contact with eyes. Do not put fingers into product vent. Wash hands after handling perfume cartridge. KEEP OUT OF REACH OF CHILDREN AND PETS. FIRST AID TREATMENT: Contains fragrance oils. If eye contact occurs, rinse with plenty of water for 20 minutes. If eye irritation persists, consult a physician. IF SWALLOWED, do not induce vomiting, call a physician or poison control center immediately.

Scent intensity: Open base=more scent Closed base= less scent

Remove shrink wrap from device.

Insert curved side up until it clicks

No peeling

AIR FRESHENER

AIR FRESHENER

febreze

small spaces

febreze

small spaces

Instructions for Use

febreze

febreze

febreze

febreze Wrap around back, come back around front

Wrap around lower back part

scent

scent

small spaces small spaces

febreze

Compose Okay, I was past the scary part—

wanted the box towards the bot-

AKA idea generation. I had a

tom to have a different gradient

pretty good sense of the direction

because my thinking was that

I was taking with this package. I

area would cut out and be in-

chose to use the gradient because

serted into the smallSPACES vent

Febreze uses a lot of gradients

itself. I added those things that

in their package designs, and I

look like blades of grass on the

thought this was a good way to

side because I wanted to include

stick to the current brand equity.

“pine needle” elements in the

I put lines where the cuts should

fresh pine scented edition, and at

go, even though I had no idea

the time I thought they looked

how to make a dieline yet. I redid

like pine needles. Needless to say

the Febreze logo (very quickly,

I changed it shortly after.

please don’t stare too long) because the old logo didn’t match the cleanliness that I was striving for in their new packaging. I

26

27 OZ LIQ.) (.18 FL

5.5 mL

Fresh Pine Scent

AIR FRESHENER

small spaces

febreze Instructions for Use

Remove shrink wrap from device. Insert curved side up until it clicks

No peeling

Scent intensity: Open base=more scent Closed base= less scent

CAUTION: Eye irritant. Avoid eye contact with eyes. Do not put fingers into product vent. Wash hands after handling perfume cartridge. KEEP OUT OF REACH OF CHILDREN AND PETS. FIRST AID TREATMENT: Contains fragrance oils. If eye contact occurs, rinse with plenty of water for 20 minutes. If eye irritation persists, consult a physician. IF SWALLOWED, do not induce vomiting, call a physician or poison control center immediately.

Distr. by/par

www.febreze.com 2016 P&G

Proctor & Gamble

Cincinnati, OH 45202

Questions: 1-800-308-EASY (3279)

and/et Toronto, ON Patents/Brevets:

www.pg.com/patents Made in Mexico

Produce Part 1 It was time to approach the dreaded dieline. I had seen pictures of dielines before, but never understood how they were assembled. Thankfully Leslie, AKA our design mom, showed us step by step how to do it. The steps are as follows:

1.

2.

3.

4.

5.

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Start a new layer

Create outline of package with spot color at .5 pt stroke

Use .5 pt dotted line to make score line on outside of package

Add .25 inch margin to document, give design 1 pica bleed

Use .5 inch slug to write printing directions

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Produce part 2 To be honest, I was not aware

final product presentation. Many

that at this critique our pack-

printed copies were made during

age should have been about 90%

this time, and much evaluation

finished. Mine clearly was not in

was done. RIP to all the paper I

my opinion. I had all of the infor-

used during this process. I did

mation typed and a good direc-

make a better looking set of pine

tion going, but it was nowhere

needles though!

near ready for an almost finished critique. I made a lot of changes between this critique and my

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31 5.5 mL (.18 FL OZ LIQ.)

1 reusable unit 1 scent cartridge

Fresh Pine Scent

AIR FRESHENER

febreze

small spaces Instructions for Use

No peeling, No cutting

Remove shrink wrap from device.

Insert curved side up until it clicks

Scent intensity: Open base=more scent Closed base=less scent

CAUTION: Eye irritant. Avoid eye contact with eyes. Do not put fingers into product vent. Wash hands after handling perfume cartridge. KEEP OUT OF REACH OF CHILDREN AND PETS. FIRST AID TREATMENT: Contains fragrance oils. If eye contact occurs, rinse with plenty of water for 20 minutes. If eye irritation persists, consult a physician.

IF SWALLOWED, do not induce vomiting, call a physician or poison control center immediately.

Distr. by/par

www.febreze.com © 2016 P&G Febreze ®

Proctor & Gamble

Cincinnati, OH 45202 and/et Toronto, ON

Questions?

1-800-308-EASY (3279)

Patents/Brevets:

www.pg.com/patents Made in Mexico

32

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FINAL

Produce Part 3 I’m relatively pleased with how my package turned out. I wish the execution could have been better.

Even so, the design is way less cluttered than it was before. I’m generally pleased, but I really wish I could have figured out where to place the illustration as well.

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febreze

35 5.5 mL (.18 FL OZ LIQ.)

1 reusable unit 1 scent cartridge

Instructions for Use

No peeling, No cutting

Remove shrink wrap from device.

Insert curved side up until it clicks

Scent intensity: Open base=more scent Closed base=less scent

CAUTION: Eye irritant. Avoid eye contact with eyes. Do not put fingers into product vent. Wash hands after handling perfume cartridge. KEEP OUT OF REACH OF CHILDREN AND PETS. FIRST AID TREATMENT: Contains fragrance oils. If eye contact occurs, rinse with plenty of water for 20 minutes. If eye irritation persists, consult a physician.

IF SWALLOWED, do not induce vomiting, call a physician or poison control center immediately.

Distr. by/par

Proctor & Gamble

www.febreze.com © 2016 P&G Febreze ®

Cincinnati, OH 45202 and/et Toronto, ON

Patents/Brevets:

www.pg.com/patents

Questions?

1-800-308-EASY (3279)

Made in Mexico

FINAL

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Evaluate My aunt was the only one who fit relatively well into my target audience who I could find quickly to ask about my designs. She told me that the packaging looked clean and modern, which was one of the goals I was going for. She said it was a little hard for her to tell it was the Febreze brand, but if this system was carried out with similar looking products it wouldn’t be an issue. She also wanted to see what other scent packages would look like. I would definitely develop this system if I was to use it in my portfolio.

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Part 2

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Stewart & Associates Field Trip

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Horse Deworming...?

44

Sketches

46

Make it Digital

48

Switch Off

50

First Draft

52

FINAL

54

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Out in the Real World Our class took a field trip to

was to redesign any one of the

the design studio Stewart

current horse deworming pack-

& Associates in downtown

ages on the market. It wasn’t ex-

Louisville, and it was incredible.

actly a project I was super excited

Dan Stewart, the CEO, showed

to tell my family or friends about.

us the work he and his compa-

Even so, I just had to grin and

ny have done and he talked to us

bear it. This was a sprint project,

about how he got to where he is

so our skills were put to the test

today. One of the points of going

with a two week deadline.

to Stewart & Associates was to meet with Dan to talk about our next project. He and his team worked on a horse dewormer product and system design, and as gross as it is, our next project

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Research This project is by far the weirdest

coast horse riders and western

project I’ve ever had in the design

cowboys. He supplied us with a

program. The objective of this

group of horse deworming prod-

project makes sense—in the real

ucts that are already on the mar-

world, designers rarely have the

ket, so that was helpful for our vi-

opportunity to design something

sual inventory. It was obvious that

“sexy” or something that they

the current packaging for these

have an extensive knowledge of.

products needed help, but we also

The purpose of this project was to

needed to keep in mind that our

get us prepared for that aspect of

packages were not only catering

the real world and I get that, but I

to a modern, young audience. Our

mean, horse deworming? Ew. I un-

designs needed to look appropri-

derstood though, so I dove right

ate as if they were really on the

into this project. Dan explained

shelves at Tractor Supply.

to us some of the peramiters that came along with designing horse deworming packaging. It needed to first and foremost be inviting, friendly, and informative. It then needed to cater to a wide, diverse audience that included rich east

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CREATIVE BRIEF ANN WOOD Just like other animals, horses commonly are infested with worms in their digestive tracks. In fact, parasitism is the most common equine disease. There are many deworming products available that will kill these worms to keep the horses healthy. However, most of the packaging for these products are very dull looking and difficult to understand. To increase sales and satisfaction with customers, new packaging for horse deworming products is needed.

BRAND ATTRIBUTES »

Friendly

»

Trustworthy

»

Experts

CURRENT PERCEPTIONS »

Confusing

»

Scientific

»

Medical

GOALS Within one year, sales for the chosen brand of horse deworming will increase by 20%. Customers will be satisfied not only by the quality of the chemicals, but by the simplicity of using the product. It will be easy to find on the shelf and easy to tell what it is and how it works.

http://www.drsfostersmith.com/pic/article.cfm?articleid=1569

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Exploration My first approaches to this horse

out how I wanted them to. That

deworming packaging were very

approach wasn’t helping anyone,

broad, and I was excited about

so this time I sketched anything

the possibilities for creativity,

that came to mind for this horse

even though the product itself

deworming packaging. I sketched

wasn’t so attractive. There were

packages with texture and em-

really no specified requirments

bossed logos, flat patterns, ver-

for our package other than some

nacular inspired illustrations, and

of the information. We could take

even one that featured just the

this project in whatever direction

tips of horses ears. Next came the

we wanted, as long as we kept

fun but at times extremely frus-

the target audience neutral. I re-

trating part—excecuting those

ally tried to approach this project

ideas digitally.

with an open mind. In the past I would only design one or two “looks” for projects and get emotionally attached to them, then get upset when they didn’t turn

46

47

Exploration While I had a great start to

I made some decisions as I was

sketching my horse deworming

digitally sketching. The name

packaging, the next few develop-

of my product was “Zimecterin”,

ment stages were a little rough

but it was not a name that was

for me. I thought my first ini-

sticking with me. If I was hav-

tial layouts were successful, but

ing trouble, I figured that peo-

my ‘final’ digital pieces were not

ple who don’t know a whole lot

looking like I wanted them to. I

about horse deworming might

couldn’t explain why, really—I

get confused too. I then changed

just knew that I was not heading

the name to “Zequine”, combin-

down the right path. I was very

ing equine with the letter z. I

disappointed in myself (ironically,

thought “the product name with

this happened right after I gave

the z” would be an easy way for

advice to one of my classmates

people with little horse knowl-

about being confident in your

edge to find the product in stores.

work.) Some of my friends en-

I then found out that for some

couraged me to take a step back

people, the name reminded them

and work on it later, and I did

of “ZzzQuil”, so I changed the

just that. I ended up designing

name to “Equine-Z”. I also tried to

something that I was proud of

eliminate all of the unnecessary

in much less time after I walked

information on these packages to

away from it for a while. In this

make the necessary information

sense I felt like Alice from Alice

more clear.

in Wonderland when she says “I give myself very good advice, but I very seldom follow it.”

48

EQUINE Z

Ivermectin 1.87% paste Anthelmintic & Boticide

HORSE DEWORMER

49

One of our mini assignments was

look before he saw my work, so

to work on someone else’s de-

he didn’t end up taking any of my

signs. We were assigned some-

suggestions, which was fine by

one in the class and we had to

me. I was never able to find the

make our own improvments to

work that someone did on mine,

their designs. The person didn’t

but I ended up going in a whole

have to accept our work on their

new direction anyway. If we took

designs; our touch ups were sup-

the time to discuss eachother’s

posed to be merely suggestions.

work, I think there could have

I was assigned a guy in my class

been some valuable informa-

named Jake. Jake wanted to play

tion exchanged. We still critiqued

with the texture of horse hair

everyone’s work so we did get

in his packaging, but he wasn’t

valuable feedback, but not much

sure what direction to go in. I

from this assignment per se.

did some work on his, and the bottom image is the result. He ended up coming to the next class with a completely different

50

(PYRANTEL PAMOATE)

Equine Dewormer

Jake’s first draft

EQUINE DEWORMER

Pyrantel Pamoate Paste Net Wt. 23.6 g (0.83 oz)

My edits of Jake’s redesign

51

Refinement The original Zimecterin packag-

my package. During our class cri-

ing is horrendous, but I included

tique, I noticed a few things that

it here for comparisson reasons.

I should change like the type size,

The design underneath the ap-

but I also thought that I should

pauling original one is my final

change the colors because I

first draft of my redesign. After

thought the mint green might be

getting frustrated and completely

too feminine.

starting over, I finally made a geometric horse illustration that I liked, and I then added with some more geometric illustrations on

Net Wt. 0.21 oz (6.08 g)

52

Horse D

Original package

Anthelmintic and Boticide Ivermectin 1.87% Paste

Dewormer First draft

53

54

Evaluation Our class went back to Stewart

was not a fan of my work. I un-

and Associates to ‘shelf test’ our

derstand critique and criticism,

final designs. The point of this

but she outwardly said she did

was to compare our work to

not like my design based on cri-

each others and to other prod-

teria that was not clear in the

ucts already on the market to

guidelines of this project, which

get a glimpse of how our designs

was really frustrating. For exam-

would stand in the real world.

ple, she didn’t like how I changed

To observe all of our work, Dan

the name of my product, but

had us lay out our assembled

Dan told us we could change the

boxes on a table and he just start-

name. It was just a lot of miscom-

ed picking out ones and judg-

munication, but this didn’t stop

ing them. He called on mine and

me from getting upset and being

asked me to explain it, which I did

so hard on myself. Luckily, I know

very thoroughly in my opinion,

that I did a great job defend-

and in response he told me I had

ing my work to Dan, so that was

some strong reasoning (which I

something to be proud of.

was very proud of.) However, he later brought in his wife who is in charge of the marketing for Stewart and Associates, and she

55

FINAL

Horse Dewormer

Net Wt. 0.21 oz (6.08 g)

56

Anthelmintic and Boticide Ivermectin 1.87% Paste

Horse Dewormer

Anthelmintic and Boticide Ivermectin 1.87% Paste

Horse Dewormer

FINAL

57

58

Part 3 Ethnic Condiment/Beverage Label

60

Visual Inventory

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Mood Board

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My Brand

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Sketches

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Directions

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Make it Digital

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Almost There

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FINAL

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Our next project was to design a label. And not just a label for a single product—a system comprised of three products and labels for each. This last project was going to test our research skills, because one of the paramiters was that our product had to come from a list of cultures that Leslie gave us. We first had to choose our culture, then our beverage or condiment product, then the three varieties of that product we were going to make labels for. Among the list, I eventually decided to choose Greek culture. Because of all of the art history I’ve had over the years, I felt like I had a decent sense of Greek culture and could use that to my advantage.

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WINE VISUAL INV Pretty Pinterest wine packaging

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VENTORY Cheap wine packaging

Greek wine packaging

Italian wine packaging

Olive oil packaging

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VISUAL INVENTORY

Research Part 1 I tried to include a wide variety of

the cheap wine and the wine bot-

wines and other products in my

tles on Pinterest. I also noticed

visual inventory. I showed wine

how a lot of Italian wine bottles

bottle packaging from other cul-

look similar to Greek wine bot-

tures as well as other types of

tles. I discovered that I wanted to

Greek packaging to get a pletho-

make my packaging look uniqe-

ra of pieces in my visual inven-

ly Greek and not have it be con-

tory. I (attempted) to organize my

fused with surrounding countries

visuals by the following catago-

that produce wine.

ries: wine bottle packaging from Pinterest, Greece and Italy, cheap wine, and olive oil packaging. It was interesting to see how the quality of the labels varried with

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VISUAL INVENTORY

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Research Part 2 For my mood board, I wanted to

Hellenistic Greek sculptures.

capture photos that showed some

Everything that Greece has pro-

of the beautiful colors and shapes

duces and still produces is so

that are seen in Greece. I wanted

rich—rich colors, rich sculptures,

these items to be quintesential-

rich culture. I wanted to some-

ly Greek—just like how I wanted

how capture all of this in my

my wine bottle packaging to look.

wine bottle label.

I included photos that featured beautiful Greek architecture and the shimmering Mediterranean water. I also wanted to include patterns from ancient Greek pottery, along with some ancient

GREEK

Mood Board 66

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Research Part 3 I decided that I wanted my Greek

science, philosophy, and so much

wine target audience to be adult

more, and I really wanted to cap-

to older age people with high in-

ture all of this culture and sophis-

comes. I obviously wanted my

tication in my brand. I chose a

wine to appeal to Greeks, but I

brand name for my wine: Basileia,

also wanted it to appeal to upper

which is a Greek word meaning

class people from all over the

“royal paradise” or “kingdom”.

world as well. My wine was going to be quintessentially Greek. The Ancient Greeks made some of the most profound discoveries in art,

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Explore Part 1 We went about sketching this time in a unique way—we did sketching through forced fit prompts. I loved this approach to sketching. It really forced me to get out of my comfort zone by quickly sketching little ideas then moving on. It allowed me to come up with 38 sketches, compared to the 6 I had before.

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1 2 3 4

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Explore Part 2 I was actually feeling good about

The first bottle included a wrap-

my potential directions. They

ping of foil or thin paper around

met my target audience, except

the bottle to emulate the folds of

for the third bottle which I know

lifelike Hellenistic statues. The

was way off from my intentions.

second bottle focussed on Greek

This bottle included a pop art col-

columns, and my intentions were

lage approach of classical Greek

to somehow have the corks be

statues holding a glass or bottle of

shaped like doric, ionic, and corin-

wine, and some way to cover up

thian column tops to differenti-

the genetalia. I thought it would

ate the varieties. Lastly, the fourth

be hilarious, and my classmates

bottle really emphasized interest-

seemed to love it even though it

ing Greek patterns and involved

did not match my intentions at all.

making the label itself one of the

I would still explore it for a differ-

unique shapes.

ent audience though!

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3

2

4

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Editing/Refining This phase of this project was

would look and especially how

very odd for me. In previous years

the logo would be placed on and

in the design program, I would

legible. The uniquely shaped label

come up with one or maybe two

was also interesting, but it would

ideas and get attached to them,

not allow for all of the necessary

then my projects wouldn’t turn

information to be shown. I did

out very well. For this project, I

add another label to the group—

actually had a lot of great ideas,

the patterned bottle. It’s a com-

and the class was split on which

pilation of patterns from Greek

ones they preferred. Each design

tapestries that I downloaded

had its advantages and disadvan-

from Artstor. I altered the colors

tages. For the column bottle, I re-

in Photoshop, and people seemed

ally liked the idea of the different

to like the boldness of it. It was

shaped corks, but it wasn’t very

quite a contender.

feasible for selling in stores. I loved the idea of wrapping material around bottles, but it was too difficult to control how the paper

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Refinement I FINALLY chose to pursue the

patterns to revolve around three

patterned bottle. Everyone I

colors—blue, red, and neutral—

asked seemed to respond to it

to represent the varities of wine.

the best, and I think that the pat-

I then experimented with actual

terns were quintisentially Greek.

labels, and found a look that was

Now that all of that craziness

traditional and classy.

was behind me, I could start to narrow down on the refinements of my chosen bottle. I edited the

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13% ALC/VOL

BASILEIA

PRODUCED BY BASILEIA WINERY AND VINEYARD

CRETE, GREECE

THIS CLASSIC GREEK WINE IS MADE EXCLUSIVELY BY GRAPES IN CRETE. IT IS MOST REFRESHING WHEN SERVED CHILLED.

Government warning: (1) According to the surgeon general, women should not drink alcoholic beverages during pregnancy because of the risk of birth defects. (2) Consumption of alcoholic beverages impairs your ability to drive a car or operate machinery, and may cause health problems.

2012

BASILEIA AUTHENTIC GREEK WINE

RETSINA 750 ML

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FINAL

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FINAL

Evaluation I’m happy with how my bottles turned out. It was frustrating not being able to go forward with my original ideas, but that’s part of the design world. I believe I made a system that fits my target audience and connotes the appropriate tone.

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That’s all, folks.

Thank you!

Ann Wood Fall 2016

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