Brief: Kendal Mint Cake
Context
Quiggins Kendal Mint Cake is a traditional Kendal confectionery that has become quite the necessity when mountaineering. The company dates back to 1880, making it the oldest supplier of Kendal Mint Cake. The packaging has become out dated and could do with a fresh design.
Tone of Voice/ Target Audience
Aimed towards mountaineers and climbers of all ages. The packaging should be serious, formal, intriguing and exciting.
Brief
Repackage Quiggins Kendal Mint Cake, and aim it towards climbers and mountaineers. Consider the environment in which the Mint Cake would be in.
Deliverables
Packaging design for three types of Mint Cake; Chocolate coated, Plain and Orange Chocolate.
Dan Everitt
Extended Practice 22/ 05/ 2015
1
Design Research/ Reference Imagery
Original Packaging
The original Quiggins Kendal Mint Cake packaging has always been kept very traditional. The packaging works, but it makes the confectionery more of a novelty gift than an actual supplement to replenish energy.
Energy product packaging
I wanted to keep the design very clinical, similar to how some energy supplements design their products. I looked at a range of different packaging and found the most effective were the more simple designs.
Brief: Kendal Mint Cake
Helvetica
Dan Everitt
Extended Practice 22/ 05/ 2015
I found the products that stood out were ones that used helvetica. The font is brilliant at creating an impact and sits well with minimal design.
2
Design Development
Brief: Kendal Mint Cake
Packaging Development
My packaging originally started as a long design, but I found that a smaller, more square packet was better to design onto, and also would be more suitable for putting in your pocket.
Modernist Swiss Style
My initial ideas were to make the packaging very illustrative and quirky but I soon realised that this style wasn’t going to be appropriate for the audience. I then decided to adopt a Swiss style, it gave the design a much more structured and quality feel.
Dan Everitt
Extended Practice 22/ 05/ 2015
3
Finished Product
Brief: Kendal Mint Cake
Final Concept
I kept things very simple as I didn’t want the design to take away from the name, which is the most recognisable element of the product. I displayed the name big and bold and accompanied it with an image displaying what flavour the bar was. The simplicity of the ingredients worked in my favor when keeping the design minimal.
Material
When researching I looked into biodegradable plastic. The idea was that if the packaging was to actually be produced the plastic would be biodegradable, making it environmentally friendly.
Dan Everitt
Extended Practice 22/ 05/ 2015
4
Extra Deliverables
Printed Ephemera
Brief: Kendal Mint Cake
Dan Everitt
Extended Practice 22/ 05/ 2015
I applied the design across onto different mediums, keeping the design consistent. Again the typography being the main element to the designs, it pushes the brand and keeps everything concise.
5