Initial Ideas Throughout my essay I spoke a lot about food and drink packaging design so therefore thought it suitable for the practical be related to this. I always sway towards more sophisticated and unique looking design and so felt I wanted to create packaging or redesign that of Waitrose or Marks & Spencers but seen realised that this packaging is already widely appreciated and suitable for the target market. When talking about current products and examples of packaging design in my essay, most were about the company had redesigned their packaging in the hope of making it ‘better’. I then looked at the basic range of packaging design in well known branded supermarkets such as Asda, Morrisons, Tesco etc. Out of these three I chose the packaging I disliked the most and gave me the best opportunity to modernise, even though this was only designed in 2012. Personally I feel this design is slightly childish because of the illustrations, giving off the sense of being cheap too much (even I know this is the aim). My own personal aims for this practical work is to strip back the design to keep in simple and modern. I want the design to fit in with the elements of successful design I uncovered in my essay.
Research The research I collected that explores exactly what needs to be included in the design of packaging to make it successful was used for my practical work as this is almost seen as a criteria to create effective packaging design. As I chose that ‘Tesco Everyday Value’ would be the food packaging I wish to redesign for various reasons, I researched into their recent redesign in 2012. An article that I came across interviewing designers commented on the redesign stated that ‘The bold blue stripes of the old Tesco Value range gave plenty of shelf stand out - it was very basic packaging for a very straightforward value offer. The new look doesn’t feel very Tesco or have that shelf appeal that communicates that quality dimension.’ From this I came up with an idea to modernise the bold blue stripes of the old design. I then researched food packaging design that gave an edge on simplicity as inspiration.
Still Spring Water HOW TO STORE
Development The idea was to take a modern twist on the distinctive old bold blue stripes of Tesco Value. I played around with different brushes in illustrator as I didn’t want the stripes to be so clear and precise, I wanted to create a friendly feel through having a hand drawn look. As Tesco Value is obviously the cheaper range, I want the customer to be happy to buy it so don’t want them to feel put off with harsh images. I introduced other colours apart from blue to differentiate between products. All colours are chosen as soft shade so that it doesn’t seem so bright and give off a tacky look. I chose a san serif typeface to stand bold and modern, which was a perfect typeface to use in different stroke weights and in upper case. Because of it’s flexibility, it meant that only typeface was needed for the body copy and headings. Only one main bright colour for the stripes is used plus black and white to keep the design looking simplistic and not over complicated. Each product contains the correct information from a Tesco Everyday Value product. Minimal packaging is used where possible to keep down the cost of producing these packaging.
Keep cool and out of direct sunlight. Once opened, keep refrigerated and consume within 1 week and by date shown. This bottle contains 2 servings of 250ml.
everyday value
WATER Still
50 Cl
NUTRITION INFORMATION PER 100G ENERGY 0kJ / 0kcal FAT 0g of which saturates 0g CARBOHYDRATE 0g of which sugars 0g FIBRE 0g PROTEIN 0g SALT 0g
PER 250ml 0kJ / 0kcal 0g 0g 0g 0g 0g 0g 0g
Our bottles and caps are 100% recyclable, please recycle.
Tesco Stores Ltd., Welwyn Garden City AL7 1GA, U.K.
everyday value
WATER Still
50 Cl
20/06/2016
SEMI-SKIMMED MILK Pasteurised homogenised semi skimmed milk. Less than 2% fat.
Synthesis The purpose of my essay was to explore and identify the key elements of successful and effective packaging design so through this I created food packaging that would fit these key elements.
everyday value
MILK
NUTRITION INFORMATION
Semi-Skimmed
1 Pint
ENERGY FAT of which saturates CARBOHYDRATE of which sugars FIBRE PROTEIN SALT
PER 100ml 206kJ / 49kcal 1.7g 1g 4.8g 4.8g nil 3.6g 0.1g
HOW TO STORE Keep refrigerated. Store upright. Once opened consume within 3 days. Do not exceed use by date. Not suitable for children aged less than 2 years. Suitable for vegetarians.
everyday value
MILK
Produced in the UK from British milk.
Semi-Skimmed
1 Pint
Tesco Stores Ltd., Welwyn Garden City AL7 1GA, U.K.
Still Spring Water
Simplicity: only using one colour according to the product, one typeface consistent all the way through, no over complicated patterns or images.
HOW TO STORE Keep cool and out of direct sunlight. Once opened, keep refrigerated and consume within 1 week and by date shown. This bottle contains 2 servings of 250ml.
everyday value
WATER
NUTRITION INFORMATION
Still
Shape: Stickers or wrap according to the product, using minimal packaging to reduce price as this is cheap range.
50 Cl
PER 100G ENERGY 0kJ / 0kcal FAT 0g of which saturates 0g CARBOHYDRATE 0g of which sugars 0g FIBRE 0g PROTEIN 0g SALT 0g
PER 250ml 0kJ / 0kcal 0g 0g 0g 0g 0g 0g 0g
everyday value
WATER
everyday value
JAM
Still
Blackberry
50 Cl 545g
Our bottles and caps are 100% recyclable, please recycle.
20/06/2016
Tesco Stores Ltd., Welwyn Garden City AL7 1GA, U.K.
Type: The typeface was chosen because of its modern look and it’s ability to be used as a heading and body copy through using different stroke weights.
Tesco Stores Ltd., Welwyn Garden City AL7 1GA, U.K. UK HEALTHMARK UK NP005 EC
Produced in the U.K using milk from the U.K.
20/06/2016
PER 10G 306kJ / 74kcal 8.2g 5.2g <0.1g <0.1g 0g <0.1g 0.2g PER 100G 3062KJ / 745kcal 82.2g 52.1g 0.6g 0.6g 0g 0.6g 1.7g
NUTRITION INFORMATION
ENERGY FAT of which saturates CARBOHYDRATE of which sugars FIBRE PROTEIN SALT
HOW TO STORE
Keep refrigerated.
545g
Salted
SALTED BUTTER
Butter (Milk), Salt (1.7%)
Colour: Each colour has been chosen to represent, as closely as possible, the product it contains, for example blue to represent water. Each colour has had great care to pick out a shade that stands out but not in a loud and tacky looking way.
BUTTER
Visibility: This would stand out on a shelf of other products do to the one sharp colour contrasting against white, with a bold type in the centre of the packaging to stand out.
everyday value
Personality: Playful stripes to give a modern twist to the old design.
Final Designs Each design was printed according to what suited the product, for example I chose to create a sticker for the ham products and a wrap for the water and milk products. All stickers were printed on a white stock to brighten the colours and look bold on their colours. The water was printed on acetate paper to transparent to make the water visible through the label. The stripes worked really well in this case, almost given the effect of movement in the water. The milk and butter wrap labels were printed on tracing paper, again to suit their products. Overall the labels designed and printed for these products work well as a set. The design has been created almost has template that can easily transferred onto other labels to work across a whole range of products. All of these designs have been designed to fit the criteria explored in the essay to achieve effective packaging design.