Chuah Kwai Pin / 0348376 Packaging and Merchandising Design / Bachelor of Design (Hons) in Creative Media / Taylor's University
Project 2: Innovative Packaging
INSTRUCTIONS
TASKS
In Week 4, we met the Food Science team for the first time and
they presented to us the food products that they were currently
working on. For us design students, we are to brand and create a
food packaging for their end product. In my group, Happy 3
Friends, we have 3 of us including Gina, Trinity and me. We were
tasked to work with the group that is doing Banana Blossom
Spring Roll Skin, and after their presentation, we made a group
to further discuss and understand about the product
information.
1) Moodboard
In their briefing, they had suggested to name their food product
Bloom'in Wraps, mainly because it is made from Banana Blossom and
it is also like a popiah wrap. With those information given, we
started to look for visual references for existing spring roll and
wrap packagings, a suitable colour palette, typefaces, logo ideas
and anything else that could help us visualise our
packaging.
|
| Fig. 1.1 Moodboard |
2) Logo
With a better idea of what art direction we are going for, we
then proceeded to make the logos in black and white. Based on our
current product name "Bloom'in Wraps" I tried to incorporate the
elements of flowers and also banana to represent blooming and also
banana blossom. I also included another logo draft with a
different product name called "Wrap 'n Roll". I remember we were
discussing and thinking of other alternative names and we brought
this up as a joke, but it does sound very catch and cool which
attracts younger audience.
|
|
|
|
|
Fig. 2.2 Team's Logo Drafts |
With that being said, we went back to the Food Science team to
propose the change of name and show them our new logos.
|
|
|
|
|
|
After refining, we all voted for the best and most visually balanced looking logo and went with this. The logo uses a very interesting typeface called Citrus Gothic which has a bit of texture in it. It also looks very attractive, with how the letters are arranged in different sizes. There is a good balance in positive and negative space, creating an overall compact rectangular shape for the wordmark logo.
3) Product Packaging Design
Before we finalised the logo, I tried to test out some layouts
for the front packaging, seeing where the window should go and
how to place the images, text and logo harmoniously. At the
moment, the colours are not very appealing and the logo doesn't
work well with the circular window.
|
|
Fig. 3.1 Packaging Layout Attempts |
 |
| Fig. 3.2 Team's Packaging Layout Attempts |
After finalising our logo and colour palette, we then made the packaging layouts according to our chosen typefaces, colours and images.
|
|
Fig. 3.3 First Layout Draft - Adobe Illustrator |
|
| Fig. 3.4 Second Layout Draft - Adobe Illustrator |
In my second attempt, I also made the layout for the
information to be included at the back of the packaging. From
here we gathered all of our packaging design drafts and
decided to proceed with this for further refinement.
During consultation, we were advised to make the body text and
logos smaller. We were also told to make it into a zip lock
bag by adding some lines and shadows to create the effect. For
the company logo, we were given a suggestion to add a
background to it as it does not stand out at the moment.
|
| Fig. 3.5 Second Layout Refinement - Adobe Illustrator |
As we were refining the designs, we were also waiting for the final values for the nutrition facts from Food Science team. There were a lot of new values to be edited even after we had made the nutrition facts. I remember getting a call at 12am midnight to edit the values onto the labelling. I guess that was the only part that we had to keep changing and editing.
|
| Fig. 3.6 Nutrition Facts Labelling - Adobe Illustrator |
Once all the labelling and information is confirmed, we
also did some minor adjustments here and there before
finalising it. For the back of the packaging, we decided
to make it a darker shade of green for a bit of contrast.
|
|
Fig. 3.7 Final Packaging Layout Design - Adobe
Illustrator |
.png)
|
|
Fig. 3.8 Final Packaging Layout Design Front -
Mockup |
.png)
|
|
|
Once we were done with our packaging design, we had to
create a slides presentation and put in our competitors
analysis, planogram and final outcome inside. As we
presented our work to the Food Science team, we were told
after that that they would be selecting our designs for
the Taylor's Innofest happening on Week 10. We're glad
that they liked our work!
FINAL OUTCOMES
.png)
|
| Fig. 4.1 Final Packaging Layout Design Front |
|
|
|
|
|
|
Fig. 4.3 Final Packaging Layout Design
Front - Mockup |
|
|
|
|
|
| Fig. 4.5 Planogram |
Fig. 4.6 Final Presentation Slides_Wrap & Roll- Slides
Fig. 4.7 Final Presentation Slides_Wrap & Roll-
PDF
FEEDBACK
Week 6
- Colour palette can be better. Try looking into green and
orange colours instead of purple
- Try to go for simpler logos, maybe focus more on the
wordmark
- Discuss with Food Science team on changing product name to
"Wrap 'N Roll"
Week 7
- The form of the logo is almost there. Try to replace 'N with
& to see if it can work better.
- The packaging design layouts can be better.
- Go for the shades of green as the main colour palette.
Week 9
- New packaging design layout looks solid and almost there.
- Font sizes for body text can be a lot smaller
- Need to make a few adjustments on the logo and text
arrangement
- Make the packaging look like a ziplock bag
- Add a background to the Kawan Food logo so that it stands
out.
REFLECTION
Experience
While working on this project closely with the Food
Science Team, I learned a lot of interesting things from
them. All of the calculations and thoughts put into
making the banana blossom spring roll skin must have
taken a lot of trial and error. Nevertheless, it has
been great working with them as they were quite
responsive during our collaboration. As for my Happy 3
Friends team, I think we worked very well together and
managed our time effectively to produce the designs by
Week 10 for the Food Science Team.
Observation
While making the logo, I observe that the simpler it is,
the better it works on a product packaging. As I studied
the competitor's brands, most of their logo are just
wordmarks, keeping it simple and clean so that it is
easy to recognise. I first created my logos quite
complex, thinking that going artistic and creative would
be unique. However, later on I realise that it would not
work and so I tried to simplify my logos.
Findings
Since this is the first time designing a packaging
for a food product, I find it very enjoyable
especially doing the layouts. I have done many
attempts in the layouts, and in every one of them,
they give off a different look. I guess it really
takes a lot of trials and variations to see which
ones work the best. Overall, I've learned a lot
about hierarchy and layout with text and images
through this project.
Comments
Post a Comment