Designer: Gideon Evenhouse
Project Type: Student Project
School: Willem de Kooning Academy Rotterdam University of Applied Sciences
Course: Packaging Design
Tutor: Niels Alkema
Location: Rotterdam, The Netherlands
Packaging Contents: Peanut Butter
Packaging Substrate / Materials: Paper
Printing Process: Digital printing
Calvé has been around for more than 100 years and has made peanut butter for over 65 years. With this project we got the task to create a new label for the Calvé peanut butter packaging.
The label is designed with the idea to show off the proud heritage of Calvé. There is a hand drawn illustration that starts as a peanut plant but has small hints of the original factory and the company's origin. The NOF (Nederlandse Olie Fabriek) is shown in it’s large and original scale like back in the day there is also a small text of 'Delft' on the side to reference the factory location. The style of the illustration is a nod to the sla-olie stijl (jugendstil) from Jan Toorop.
As an end result the label creates a more luxuries design showing the proud heritage of Calvé. A pot of peanut butter that no one would mind to have on their table during lunch!
Using an illustration as a starting point for the label design and let the brand connect to its proud heritage again.