And then some boards

The Brief & target audience

Board 1

The brief is to design the name and packaging for a healthy smoothie company based in London. The brand needs to built on the principles of healthy eating, getting your a day but utilising natures goodness by harnessing the benefits of having that little bit extra. natural ingredients such as spirulina have an abundance of health benefits but are a realtively unknown ingredient. The smoothie company should capitalise on this and aim to showcase this in their packaging.

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& Then Some Smoothie Company

Research, Concept, Context & target audience

Board 2

Market research within this brief was inavlueable. I have always admire packaging but this year I wanted to challenge myself. As a habit this year I have begun primary researching at the beginning of a project in order to gain the most number of sources I can for inspiration. Pinterest has been a useful research tool and I gained lots of inspiraion in terms of colour scheme and pattern. The brand values for & then some focus on being as healthy as possible so the colours and imagery needed to reflect this

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as much as possible. The bright, clean colours mirror this, ensuring that once on a shelf the target audience would immdiately identify that it was a healthy drink. Within the cafe/bar and restraurant sector mroe and more emphasis is being placed on healthy eating so the smoothie would aim to appeal to the audience who also visits those kind of places. & Then Some Smoothie Company

Initial Ideas and Visuals

Board 3

After much deliberation the name ‘Hunky Dory’ was decided on. Copy righting is something that I am interested in and this brief was a good oppportunity to push the brand across the body copy, name and accompaning printed emphemera. The concept fits with the brand values of a mdoern interprestation of the great british biscuit as it is a well known british phrase coined in british history. My main contribution to the brief was the and

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drawn illustrations I produced based on biscuits and a more tradiotnal style type to match with these intial visuals. Because of the nature of hand drawn type and the less rigid nature of the letterforms it wa difficult to create a smooth layout that worked successfully with the clean and digital logo Emma had created and throughout the project the merging of these two styles proved the most difficult.

& Then Some Smoothie Company

Development

Board 4

The main aesthetics pairs the simple, sans serif type with the detailed, relaistic paintings. There needed to be a balance between the two otherwise it would look too busy.

The target audience are those who are willing to spend slightly more on a healthy drink so a clean typeface is what will be eye catching on a shelf full of its competitors.

The sans serif typeface looks modern and is clear to read, yet matches the playfullness of the illustrations, building in the brand concept.

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& Then Some Smoothie Company

Final outcomes

Board 5

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& Then Some Smoothie Company

Final outcomes

Board 6

The brief asked for a re-brand of a smoothie company and this is the final products, i feel that they have been successful. The colours look fresh colourful without being overwhelming and gareish. It was important that the bottles looked different from their competitors which is achieved through the hand painted illustrations. It gives it a much

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more organic and raw feel. the brand name is successful as it effectviely communicated the brand concept that they give you that little bit of extra healthiness. I feel that throughout the briefs this year I am developing my name and concepts so that they have a deeper meaning than simply being a name.

& Then Some Smoothie Company