Submission final nada

Nada isn’t just a brand for healthy food, but a brand that communicates its ethos through fashion, beauty, well being and body confidence. These core values are reflected across the brand’s packaging and visual identity, through the use of minimalism, contrasted with an array of bright and geometric patterns.

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Brief [Collaboration W/ Eve Warren]

Market

Visual

Myself and Eve were approached by a client to produce a range of packaging for a new pasta product being brought to market. We decided to extended to brief into a more substanial brief. The premise of the brief is to build a brand that market the pasta product to a group of women who are looking to live and eat healthy. As part of the brand it must create a lifestyle that consumers can buy into. Consider how the product range can be disruptive to market and do things differently to attract new customers to help establish the brand.

Myself and Eve visited a range of shops around Leeds city centre to investigate the pasta products already on the market, we visited a range of stores from small niche stores to large supermarkets. Our findings revealed that much of the existing packaging for pasta uses natural colours and simplistic packaging which often exposes the pasta to the consumer. Much of the packaging we looked at consisted of a fairly muted colour palette of greens and browns and little vivid colour was used.

As part of our visual research we created a research book which helped form a manifesto and segmented the visual research into four key areas, applied branding, mark making, packaging and photography. We created a manifesto which personified the brand as one which enstills fashion, confidence and beauty with the consumer we used this manifesto to research brand which promote the same values.

User / Target Audience The Nada brand is aimed at women aged from 18-35 how are looking to live and eat healthy. They are concious of the brand they buy into and appreicate quality. They are body concious and care about how they look and take good care of themselves. They are also aware of there impact on the planet and like to buy into brands helping the planet and they are organic and make use of fair trade where possible.

Deliverables -

On going documentation on Blog A minimum of 5 submission boards Custom Typeface Type Specimen Brand Guidelines Product Packaging

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Developing Custom Typography

Designing Patterns

Packaging Prototypes

Myself and Eve wanted to push ourselves within this brief and we are doing that through creating our Typeface for the Nada brand. We developed the idea of creating a bespoke and adaptive typeface for the brand in an effort to use the branding as way to represent every woman, and that every woman is different and the Nada brand embraces that.

Furthermore the typeface will be developed through looking at pasta shapes and forms and reflecting this typographical letterforms.

We collected a broad range of visual research which heavily influenced the visual style of our packaging. We intend to apply a set of brightly coloured patterns to our range of products. Instead of just looking into patterns we sourced visual research that used applied graphics and pattern design in areas of set design and advertising.

After conducting some further research we decided that for the tall pasta, like the noodle we would construct a telescopic tall tube to hold the product. I built a net on illustrator which we could use to mock up the idea from card to work out the exact sizes we needed to make the packaging.

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Adi Goodrich (work shown below) displays a rich and visual style that contrasts contemporary and post modernist influences in colour, pattern and art direction.

She also displays experimentation with food photography which decoractively fuses the foot ware products and the advertising set up together. The colour pallets are also very interesting as she plays around with gradients, pastel colours and examples of clashing pallets which give off a playful and vibrant visual style.

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Typeface & Specimen The Nada brand is an adaptive and flexible identity which is built upon a custom bespoke typeface which instills and encompasses our brand aesthetic and brand manifesto. The typography consists of 8 individual typefaces which when used dynamically build an adaptive brand identity.

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Patterns The Nada brand also consist of distinct patterns which have been developed to reflect bothdiffering pasta forms and flavours of pasta within the Nada product range. The patterns use both the colour palette and the typefaces as inspiration as well as abstractly reflecting pasta shapes and forms as well as flavours. In the essence they are geometric, simplistic, continuos and inherently bold, colourful and playful.

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Packaging Nada isn’t just a brand for healthy food, but a brand that communicates through fashion, beauty, well being and body confidence. These core values reflect across the brands packaging and visual identity, through the use of minimalism constrasting with an array of bright and geometrical patterns. Minimalism has been applied to the lid of the packaging which represent the products value of innonce, health and well being. The patterns that have been applied to the container symbolises fashion, beauty, the fusion of flavours and various pasta / noodle shapes. The gold foil adds luxury.

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Photography The manifesto concrentrates on several core values and priciples,one of which is how food is at the heart of the product. Therefore through the use of strong visuals and art direction we organised a photoshoot to put our concept in context. The images show food in it’s rawest form which relates back to Nada’s core value of honest food. We aimed to produce a highly stylised set of images through sculpturing fruit and vegetables.

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