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.
34
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
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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.”
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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
62
Mood Board
66
My Brand
68
Sketches
70
Directions
72
Make it Digital
74
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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