This Bonne Maman brand book was made at Kansas City Art Institute by Francisco Carrera, a junior in the Graphic Design Department. Class: Human Centered Design. Teacher: Kelly Ludwig. Semester: Fall 2014.
Contents Creative Brief . . . . . . . . . . . . . . . . . . . . . . . . 7 Process . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Personas and Moodboards. . . . . . . . . . . . . . . . . . . 9 Sketches and Iterations. . . . . . . . . . . . . . . . . . . . 11 Color Studies. . . . . . . . . . . . . . . . . . . . . . . . 16 Pattern Studies . . . . . . . . . . . . . . . . . . . . . . . 17 Material Studies . . . . . . . . . . . . . . . . . . . . . . . 18 Final Version . . . . . . . . . . . . . . . . . . . . . . . . 19 Final Packaging Pictures . . . . . . . . . . . . . . . . . . 22
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Creative Brief What was created? A redesign on a product’s packaging, so it reflects the identity that the company Bonne Maman wants to portray. Simplicity, tradition and authenticity are the most important values for the brand Bonne Maman, makers of all-natural, quality preserves and jellies.
Who is the audience? This is an appealing product for kids, adults and older people who appreciate and enjoy a good, tasty and healthy snack.
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Process Research Bonne Maman is a very traditional brand that attribute their simple secret for success to their ingredients. Their preserves and jellies contain quality fruits only, 100% all-natural ingredients and, of course, their traditional recipes from France, where they are produced. The traditional and home-made feel is one of the main ideas that the brand wants to communicate to its audience.
Inspiration As Bonne Maman’s essence is an all-natural, home-made, traditional recipe, I looked for inspiration on hand written logotypes and vintage imagery, posters and packagings. It was quite interesting combining various elements relevant to the brand, as it gave me the opportunity to explore among different styles and concepts that could be applied to the project.
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Initial hand written inspiration for the brand’s logotype
Personas and Moodboards Persona 1 A 32 year-old female, whose career is just starting to grow and stabilize. She tries to keep a balance in every aspect of her life: health, work, relationships, hobbies/personal interests, etc. That’s why she likes to take her time when it comes to exercising and having healthy snacks. She thinks that worrying about her well-being would only improve her skills at work. As she is starting to have a successful career, she definitely can afford a $5 jelly because it’s worth it, not only because it’s healthy, but because it
Moodboards were helpful when trying to
is good and reminds her of her grandmother.
tion of many different independent ones
conceive the general idea based on a compila-
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Persona 2 A 40 year-old female, who wants her children to have a healthy snack when they’re in school or whenever they’re hungry at home. She is aware that her children, her husband and she needs to eat healthy food so they have the right energy to be productive all day. They are doing well in economical and social matters, she knows she can afford a $5 jelly although she knows she could get a cheaper one (which may no be worthy because she’s looking for quality). They all enjoy eating PB&J sandwiches or eating that
conceive the general idea based on a com-
jelly on their sunday pancakes, when they’re having a nice family
ones
breakfast.
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Moodboards were helpful when trying to pilation of many different independent
Sketches and Iterations
Quantity is important when brainstorming, as the more ideas and iterations there are, the more options there are to explore and refine digitally once a specific direction is chosen
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Refined Sketches These were the strongest and more concise ideas for the packaging’s redesign. These three are more traditional with the hand-lettering and the vintage style. They were meant to evoke a French home-made feeling based on the brand’s characteristics. As mentioned before, the main inspiration for these sketches were art nouveau and art deco hand lettering mixed with simple imagery and illustrations so the ‘home-made feeling’ wouldn’t get lost.
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I wanted to explore with some more styles before I made up my mind with one particular style. I thought it would be interesting to work on the original Bonne Maman jelly packaging and make it look completely different. This idea was intended to be for younger audiences, or people in general who are looking for more contemporary products and image.
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Packaging Prototypes These are the refined, digital prototypes of the refined iterations previously made and shown. The most important aspect right now was the layout and design of the most important elements, such as the brand’s name, the product and the additional, relevant information.
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Refined Packaging Prototypes The refined digital versions of the previous packagings. Now, a pattern in the background, color for each flavor and a refined logo have been added. The back labels were added too, containing the actual nutrition and ingredients information, and the bar code. These refinements weren’t my first choice later on because I thought that the traditiona, home-made feeling was lost when exploring different logotypes and patterns for the background.
The art deco style is very notorious in these digital refinements.
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Color Studies First Color Studies These first two color studies were for the traditional style that was explored at the beginning. The first one (left) has more organic colors to represent a human tradition that doesn’t want to be lost in time; the second one (right) maintains basically the same concept, but colors relevant to France were included too.
Second Color Studies These color palette was chosen for the more contemporary packaging designs made: there is a bigger contrast among them. Both palettes are basically the same, but the second one (right) has different tones of blue, red, peach and green.
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Pattern Studies First Pattern Studies This pattern on the right was used in one the versions shown before. Both patterns had an overlaid color; it came along well with the art deco thematic, but I had to change it as I changed the product’s final style.
Second Pattern Studies This other pattern was used for a previous version of the packaging. It is a piece of cloth which gave a lot of texture to the background. The design was simple but it still had a little problems with the hierarchy.
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Material Studies The packaging’s material was something that I really wished to explore with, but a glass container is the most practical way to keep this type of food in the refrigerator; otherwise, the preserves would go bad in less time, as the product is all-natural and doesn’t contain any unneeded food preservatives. At first, I didn’t like the shape of the glass container the product is in, but then I realized it is an authentic container as it is less industrial; it’s more elaborated.
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Final Version Color Palette This is the color palette of the three different flavors of the same product that I picked. The first one is for the raspberry preserves, the second one is for blackberry preserves and the third one for peach preserves. There are three different tones for each flavor which are used in different elements of their respective packaging and three other colors (golden, white and black) that are repeated in all three packagings.
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Elements: Logotype The final logotype is the original one with the curvy line underneath it. Each different color represents a specific flavor (from top to bottom: peach, blackberry and raspberry). I think the hand-written logotype was the most appropriate for the approach I chose. As it is the original one, it maintains the traditional, French look that the brand really wants to emphasize. The fact that its color changes is important when it is seen on the label, as the different colors help integrate the elements.
Elements: Fruit Illustrations Each illustration was included twice on the packaging: the first and more predominant one is on the front label and the other one, used more as an ornament, is on the back label. They’re all symmetric, interesting illustrations of fruits that play with the overall design of the packaging.
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Final Labels
Nutrition Facts Serv size 1 Tablespoon (20g), Servings: about 18, Amount per serving:
Calories 50, Total Fat 0g, Sodium 0mg, Total Carb 13g, Sugars 13g, Protein 0g.
Ingredients: peaches, sugar cane, concentrat ed lemon
before: see inside o f lid. An occasional pit m ay be present. GLUTEN FREE ALL NATURAL
PRODUCED B Y AN DROS - 46130 B IARS - F RANCE. www .bonnemaman.us
Net Wt . 370g
Bonne Maman Peach Preserves
Nutrition Facts Serv size 1 Tablespoon (20g), Servings: about
18, Amount per serving: Calories 50, Total Fat 0g, Sodium 0mg, Total Carb 13g, Sugars 13g, Protein 0g.
Ingredients: blackberries, sugar cane, concentra ted
before: see inside o f lid. An occasional pit m ay be present. GLUTEN FREE
PRODUCED B Y AN DROS - 46130 B IARS - F RANCE. www .bonnemaman.us
Net Wt . 370g
Bonne Maman Blackberry Preserves
Nutrition Facts Serv size 1 Tablespoon (20g), Servings: about 18, Amount per serving: Calories 50, Total Fat 0g, Sodium 0mg, Total Carb 13g, Sugars 13g, Protein 0g.
Ingredients: raspberries, sugar cane, concentrat ed lemon
before: see inside o f lid. An occasional pit m ay be present. GLUTEN FREE ALL NATURAL
PRODUCED B Y AN DROS - 46130 B IARS - F RANCE. www .bonnemaman.us
Net Wt . 370g
Bonne Maman Raspberry Preserves
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Final Packaging Pictures
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