Concord
1873
Harvard Square 1
2
3
project & brand overview Watson Farms, located in the heart of Concord MA has been the home of fresh produce, local milks, and beautiful baked goods since the early 1800s, when the Watson family settled in quaint Concord, Massachusetts. Over the years the Watson family became highly involved in the transcendentalist movement, a movement centered in the beliefs that people are inherently good. Developed in the heart of New England, transcendentalism found its home among the great intellects of Concord and Cambridge, some of these being the men and women of the Watson family. Based in the idea that humans are created good, Watson farms developed an opportunity to share the fruits of their labor and began a long lasting connection with the Harvard Homeless Shelter in Cambridge, Massachusetts. On the same ideas the transcendentalists created in the early 1800s, the Watson family began to donate all proceeds from the pies to the HHS. 4
5
CONSUMER BASE Attracting the educated, privileged, blue-blooded, Hub Pies attracts mainly 30 somethings who have fled the city and want a weekend trip to do something not only for themselves, but for the greater good of Massachusetts. Imagine guys in sweaters, dogs on leather leashes, and gals in pearls. We’re talking heritage here. 6
Heritage, Hand Made, Progressive, Transcendentalism, Concord, Quaint, Massachusetts, Trendy, Donors, Historic, Educated, Sensitive, Aware, Delicious, Tradition, Forward-Thinking, Taste-making, Culture Shifting
7
8
the design Drawing from the publications of the mid 1800s, the design is a perfect mix of the functional English design and trendy Scandinavian inspired. 9
logo development The brand began more “trendy�. After struggling giving the brand the wow factor, I returned to designs of the transcendentalists, the works of the modern thinkers of the 1830s. Eventually I fell upon The Dial Magazine and became inspired by the lockup they use for their magazine covers. 10
11
Concord
12
1873
Harvard Square
the identity The logo is inspired by lockup used in the Dial Magazine in Garamond, the marks are pulled from antiquated dingbats of the era. They embody the utilitarianism of the time and the progressiveness of the great minds of Massachusetts. The identity is applied in more contemporary ways to create a timelessness. 13
Bourbon Apple Concord
14
1873
Harvard Square
15
garmond 3 Delibus voluptatus. Orposto volent.Ovitiiste volor a si ulpa coratem si odit, que pellibus delis et ut velitis quostec totatquatque nonsequo od et is dunt. Sit verio modiamOr rerovite nempeditia net quatur?As expla dolloribus samusapis voluptatquo int hiciis ut perrum faccupt asperfere dolupienim sus, omnia pa net hil exped ullor a cum iminctation re nobis di consendipsam re moluptatur repudiorest pera saperunt prem.
16
Pale Blue
Black 17
the packaging Built for function and ease, the packaging is meant to be used on the fly and to be relatively price friendly, hence black and white only packaging and stickers. While it may be cost efficient, the packaging should be attractive and draw the eye when being carried or on a shelf. 18
19
the packaging flats The system, while simple, is applied thoughtfully to maintain continuity. With moments of business with the patter and white space with the logo application and the stickers to break the spaces up, the entire system is built to grow. 20
21
22
the finals Final design is constructed for quick use — busy bakeries need to be fast and on the go, and while utilitarian in function, the packaging is created to give a sense of place and time. 23
24
25
26
27
28
29
30
31
Michelle Wang Packaging Rosemary Conroy Autumn 2018 32