PET | Process Book | Hom Ho

PET

12 BARS 70 CALORIES 1 G FAT

PACKAGE REDESIGN

PROCESS BOOK February 16, 2015

HOM HO

CREAM BARS VANILLA SHERBET DAIRY DESSERT ARTI FI CI ALLY FLAVO R & CO LO R ADDED 12-2.5 FL OZ BARS EACH 30 FL OZ BARS

PROCESS BOOK | BRIEF + THOUGHTS | HOM HO

Hello!

This was an interesting project to tackle in part to the many steps before coming up with a final design for the project. Research of competition and company history, analysis of current design trends and what works when designing for certain markets and consumers.

Then multiple thumbnails and larger sketches for the process of finding out what works and the things to weed out. It’s always fascinating to me how going through the design process yields results and fine tuning it leads to an interesting design and something that I can be proud of.

As a designer going on his third year in VCD, and the fear of graduating without a solid job direction gives me anxiety like no other. I believe I have a modern design aesthetic with illustration capabilities, along with the most important part of me as a designer – a willingness to listen and continue to improve. This process book gives an idea of why I made the choices I did and if there’s room for improvement, I’ll always be open to it.

INSPIRATION After reading the brief and having decided on a redesign of PET’s Cream Bars. These were the inspiration I used to help with my solution.

I wanted to capture the “editable” features of food and that wasn’t something I was used to making in my illustrations.

PROCESS BOOK | RESEARCH | HOM HO

RESEARCH PART 1 PET Cream Bars lacked direction and felt very uninspired in its design. It needed a new facelift since the product itself isn’t bad and definitely worth the it. Having eaten a number of these, it was a no brainer to work on it and also a good excuse to purchase another box of it.

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Seeing package designs on the shelves brings a lot of context into my decision making for my redesign. There were a lot of cool hues used and a “fun” dynamic the competition had over PET Cream Bars.

PROCESS BOOK | RESEARCH | HOM HO

RESEARCH PART 2 1. IS THE DESIGN APPROPRIATE FOR THE RIGHT TARGET MARKET?

I believe so, the product design is neutral in design. It’s not flamboyant and functions well enough to sell to the target audience, which are the more money-conscious audience. It’s a very plainly design product with functional decisions in typography, visuals, and hierarchy of those elements.

2. COULD OR WOULD IT ADDRESS A DIFFERENT TARGET AUDIENCE?

There’s room for expansion into the middle to upper classes of consumers. The design limits itself as a quality product because of the outdated or lack of direction in what’s considered “good” design. If the production cost of the package were to be better funded – in terms of design and physical quality. It could appeal to a more wealthier audience simply because the product looks “good.”

3. IS THE LABELING AND INFORMATION CLEAR?

The information provided on the package is clear, direct and functional. There’s nothing confusing about what’s stated on the outside and no discrepancy on what’s on the inside.

4. IS THE DESIGN OR INFORMATION MISLEADING?

No, it’s clear cut and direct on what to expect. There are twelve cream bars that are artificially treated to taste like oranges.

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5. DOES IT STAND OUT ON THE SHELF?

There’s a small section in the ice cream freezer that sells only PET ice cream products. Due to the shelf space, it does give the product some prominence but individually compared to others. PET products do not stand out due to the very neutral design decisions.

6. DOES IT STAND OUT FOR THE RIGHT REASONS?

No, it pretty much hides itself with the widely used color blue for ice cream products and safe choices in design. The price is the factor that stands out the most for me since it’s properly priced.

7. COULD THE DESIGN AND/OR THE BOX ITSELF BE MORE INNOVATIVE?

There could be a way to get to just an individual bar instead of having to open the whole box (similar to the twelve cans of soda packaging).

PROCESS BOOK | RESEARCH| HOM HO

RESEARCH PART 3 These examples were the closest competitors in terms of price and the market.

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PROCESS BOOK | THUMBNAILS | HOM HO

THUMBNAILS Thirty thumbnails giving a general direction for the project. Some were too close to what’s already out there on the market. Three of the best were chosen to be refined explored.

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PROCESS BOOK | SKETCHES | HOM HO

SKETCHES

Part two of the analog process in trying to lock down a composition and seeing what works and what doesn’t on paper first. This step helps in trying to refine the design and making the digital process work faster.

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PROCESS BOOK | DIGITAL | HOM HO

DIGITAL PROCESS This became the chosen design to build digitally. I felt this was the strongest option compositionally and there was enough surrounding space to add copy and to add new elements. This part of the process was a bit difficult since I wasn’t used to drawing editable objects.

There’s a line between what looks easily editable and appealing and something that’s just a representation of it but the editable feature is missing.

A few notable changes was the update logo, a fresher sense of what the box contains.

A clearer and modern description of the product name and an overall higher level of appreciation for the product.

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For illustration work, something I tend to do is just start with something small with a certain style and see if that works and if I want to keep going with it. Sometimes it doesn’t work but in this case it did, I felt it fit the criteria of looking like it’s editable and visually appealing. After linework comes color and I chose a 50’s color palette. There’s something homey about the appeal and nostalgia that the colors bring.

PROCESS BOOK | DIGITAL | HOM HO

DIGITAL PROCESS CONTINUE

After deciding on a style came the linework and color which I was satisfied with. Those steps for me are the most important and from this point on, it’s just adding more lines, colors and detail work.

Then came the type aspect of the design, I wanted something with a bit of personality but not too much which can be distracting and legibility at a distance was important too.

I decided on Poplar Std Black which fit those two requirements. I tried modern Sans Serif typefaces but those seem too “sterile” and lacked personality for a product like this.

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12 BARS

The original PET logo wasn’t appropriate to the current design so I flatten out the design into a flat white. The top arch gives the composition something to pull away making it seem dynamic. It’s both playful because it’s a curve and blue because of the sky. The critique for this part of the design mention the addition of weight information at the bottom and fixing the misspelling of “Sherbet.”

I applied a limited amount of information for this design since it can be overwhelming to have so much on the front label. I stuck with the most important and laid it out in an easy to read manner.

CRE AM BARS VANILLA SHERBERT DAIRY DESSERT

PROCESS BOOK | DIGITAL | HOM HO

DIGITAL PROCESS CONTINUE

Advice from critique was to play with different color backgrounds. More details such as water droplets and some subtle texture to give dimension were added in this phase. Along with the far left cream bar being re-illustrated to fit the rest of the composition better. The main cream bar was given better dimension with more colors.

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CR E A M BA R S VANILLA SHERBERT DAIRY DESSERT

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The original to me had a solid color scheme and I chose to stick to it but added a slight yellow to white gradient to emulate a sun glow. The other background colors gave a good contrast but it took away the 50’s color scheme. Though it’s always nice to try out the things that don’t work to really appreciate the things that do.

C RE AM BARS VANILLA SHERBERT DAIRY DESSERT

PROCESS BOOK | DIGITAL | HOM HO

DIGITAL PROCESS CONTINUE

The “final” solution for this project, overall I’m happy with the design and illustration work. I put final in quotes since I don’t believe anything that we make to be really final, there’s always room for improvement and as an artist and designer, those moments when we can go back and improve on the little things shows that we can continue to grow and be better at our craft.

THANKS FOR READING.

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12 BARS 70 CALORIES 1 G FAT

CREAM BARS VANILLA SHERBET DAIRY DESSERT ARTIF IC IAL LY F L AVO R & C O LO R ADDED 12-2.5 FL OZ BARS EACH 30 FL OZ BARS

PROCESS BOOK | LAST PAGE | HOM HO

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