REPACKAGE PURDEYS/ D&AD PROJECT/ BENJAMIN LEGGETT DESIGN & ILLUSTRATION
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UNIVERSITY OF ULSTER FINAL YEAR 2014
INDEX OF CONTENT/ SECTION 0/ THE BRIEF/ SECTION 1/ INITIAL RESEARCH/ SECTION 2/ EARLY DEVELOPMENT/ SECTION 3/ REFINEMENT/ SECTION 4/ FINAL DESIGN/ SECTION 5/ CONCLUSION/ -
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THE BRIEF/
Repackaging Purdeys/ Repackage Purdey’s Rejuvenate and extend its range to include one new product – Purdey’s Natural Energy. With the world increasingly looking for products that work in harmony with our bodies, it’s time for Purdey’s, in its own way, to share its secret more broadly. Your challenge is to create packaging designs which enable this to happen, without losing the curiosity of the brand. FAQs Q — Can I make changes to the Purdey’s logo? A — You can change the background colour – this is silver as that’s the colour of their current packaging. You shouldn’t change the logo itself, though.
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SECTION ONE/ INITIAL RESEARCH/
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RESEARCH/ CO COUTURE CHOCOLATE/ This packaging makes really nice use of flat, bright colours and I really like how it colour codes each flavour, it gives it a sense of order and design. The packaging is made of a rigid, almost canvas like board and makes for a really kind of rough but stylish feel. The use of minimal type really brings it all together as a design.
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SCHROEDER MILK BOTTLE DESIGNS/ I really like this design, like the couture design the colour coding gives it a really smart, uniformed setup. The minimal type is really well considered and just really sells this design to my eyes. I instantly knew it was milk and instantly thought that typesetting is nice, I really enjoy this kind of almost militarised, utilitarian packaging, with nothing but descriptive text and colour coding.
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DAIRY RANGE PACKAGING/ I think the creamy yellow colour has been really well implemented and the whited out text really stands out against the flat colour. The layouts are a bit cluttered I personally think but I really love the whole thing and how well it pulls together. It feels like a series, because the layouts and colour are all the same it just feels like a complete package.
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J.ADLER CANDLES/ This packaging is flawless to me, the ultra simple and well judged typesetting along with the flat colour coding just make this look super professional and clean. The patterns on the inside of the box give a kind of playful arts and crafts feeling and almost a warmness, even to the cold blue candle box. The boxes look very different because of the smart colour choices but still uniform with eachother.
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TESCO VALUE COMPETITION PACKAGING/ This design really cuts a nice divide between infographic & utilitarian, it looks clean and sharp. The layout is judged perfectly and the minimal use of that red colour makes the structure lines seem so central and important. The typesetting is so bare bones, which I love and the choices of weight and spacing are perfect too.
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Other stuff I looked at/
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The Brand/ WHO ARE PURDEYS?/ Packaging is as much part of the brand as the content or the mission statement. So it is important that I understand who Purdeys are, what they want and who their target audience is. Purdeys is a health drink made of blended fruits and a mix of sugars and flavourings and Ginseng, their key message is healthy & natural rejuvantion and stimulation. Their idea is very homeopathic in its roots and this is the kind of look they go with. Their target audience is more for the average health magazine reader, gym goers etc but also to a lesser degree, mostly everyone as it is after all a sweet flavoured drink and most people enjoy them. Whatever my design, it will need to get across the message of purity and cleanliness.
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SECTION TWO/ EARLY DEVELOPMENT/
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Brainstorming/
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Sketches/
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PURDEYS REJUVENATE ETC 490000
PURDEYS REJUVENATE ETC 490000
PURDEYS REJUVENATE ETC 490000
Sketches/
The Logo/
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SECTION THREE/ REFINEMENT/
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The Idea/ THE BASIS OF MY DESIGN/ Out of all my ideas, the one to the left is the one I really think works. The idea is to stay quite conventional with the bottle shape but to use a sophisticated and clean type design. As the project is to package to seperate products in the same line, I want a way to uniform them - I have come up with the idea of using symbols that mark the bottles in combination with colour coded text. The health drink will use the universal health symbol, the plus. For the energy drink I will use a lightning bolt design. The two bottles will be the same and only different through the colours and symbols, this will give it a feel of uniformity, like a line of products in a range rather than two seperate things.
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Refined idea/
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Variations/ The Red bottle is the health drink, the blue would be usedfor the energy drink. This design is nice and plays to the idea of clear, pure & healthy but it seems a bit too much like it would be sparkling water or something similar.
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SECTION FOUR/ FINAL DESIGN/
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Health Design/
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Energy Design/
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Logo & Label/
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Promo/
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SECTION FIVE/ CONCLUSION/
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Promo/ The idea and did it work?/ I wanted to create something that was clean, symbolic, uniformed and simplistic. I think my design fully meets the briefs demand of repackaging the product while keeping its key message of purity and health intact. I feel my use of colour coding and icons really give the design an intelligent and clean finish, the two symbols if implemented could easily be used to identify the products and make them iconic. Would I do anything differently/ I like how this turned out but of course I wasn’t allowed to change the logo, other than colour. It would have been a nice experience to fully redesign the brands identity and logo, I think it could have worked even better with a simpler type design, it also would have been nice to have been able to create real life prototypes but I was unable to find anywhere that offered a bottle printing or similar service to that ends.
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END/
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