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Pure extract
brand book
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Table of Contents about
kroger
original target
extracts
demographic
research
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inspiration
sketches color
palette
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typography
materials mock-ups final
package
designs
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in
context
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Be particular. Never sell anything you would not want yourself.
Barney Kroger 1860-1938
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In 1883, Barney Kroger invested his life savings of $372 to open a grocery store at 66 Pearl Street in downtown Cincinnati. With more than 2,000 stores in 34 states, Kroger now ranks as one of the world’s largest retailers. Mr. Kroger always pursued quality as the key ingredient for profit. Mr. Kroger also believed in the promise of increasing income by manufacturing Kroger’s products. In the 1930’s, Kroger was the first grocery store chain to routinely monitor quality and scientifically test foods. The business principles that made the first Kroger store successful in 1883 -- service, selection, and value -- are the same values that continue to guide the company’s operations today. This is why the Pure labeled extracts are so important to the Kroger line.
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ORIGINAL
EXTRACTS The original extracts have a bright yellow labeling and no clear indication of what the product is. They are in a plastic amber bottle with a lid that leaks after opening. There is no way to measure an exact amount from the bottle, resulting in lost product. The goal is to create a design that is affordable, easy to recognize, and that embodies the purity of the brand. Because of the small size and vast arrray of flavors, this product should be something that a passerby will instantly recognize without having to read the bottle.
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TARGET
DEMOGRAPHIC
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Cynthia Richmond_33 yo_SAHM_pinterest addict Cynthia is a stay at home mother who does all of the cooking for her household. When she’s not maintaining her home, she’s looking at Pinterest boards and attempting all of the DIY crafts. It is important to her to have a healthy, well-balanced, homecooked meal for her children (whenever feasible). She is baking a vanilla cake for her son’s first birthday and wants an authentic vanilla f lavoring but will probably choose something based on pretty packaging because with three children screaming in the cart, she doesn’t have time to look at ingredients.
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RESEARCH
INSPIRATION Inspired by botanical illustrations and the purity of the flavors, the imagery for the extracts developed in an illustrative manner. With simplification and refinement, the illustrations developed into a concept for a solitary image within the small space that was immediately recognizable.
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HAGIN CAPS
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Lavanderia MENSCH
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THUMBNAIL
SKETCHES
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RECYCLABLE
MATERIALS Sustainability is important to Kroger. To maintain this idea, the materials utilized for the extract bottles will be affordable, reusable amber glass bottles with droppers for accuracy. The label is printed on adhesive matte photo paper that is easily removed.
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AMBER GLASS BOTTLE
ADHESIVE MATTE PHOTO PAPER
WITH DROPPER
EASILY REMOVED
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INITIAL
MOCKUPS The illustration style of imagery appeared to be more related to essential oils or perfumes rather than pure extracts. The paper cut out of the orange on the bottle was where I discovered that minimal design was a solution.
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FINAL
DESIGN The final design for the extract bottles is a cohesive, minimalistic approach that would be understood by just about anyone. The images are open faced to reflect the pure essence of the coconut, orange, kiwi, etc. This template would work for any of the wide array of extracts. The purity is emphasized and the bottle is refined to give the consumer the high quality experience that Barney Kroger believed in.
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design by 32
KRISTEN ASHTON