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Designer: Catherine Marion
The brand Aurum was created as part of a University assignment and as a pretext to design a visual identity. For this project, I knew that I wanted to work the theme of spices. I therefore created Aurum, a company that produces blends of fine spices.
The brand name was selected due to its meaning, being “gold” in Latin. It has first been chosen for the link that unites spices to wealth and nobility. During the Antiquity, these were so rare and prized that they could easily be compared to gold. The sound of the name Aurum brings to mind the word “aroma”, which strengthens the connection with the product even more. In addition, gold is often associated with spices in popular expressions. For example, salt is sometimes called “white gold, and saffron “red gold”.
The logotype itself also has a very symbolic value. A first allusion to gold is made through the use of the circle, since in Alchemy a ring encircling a dot embodies the symbol of gold. Two characters of the Polynesian alphabet were then added within the circle to recall one of the places of origin of spices. The first character takes the shape of the sun, which is often symbolically associated with gold. The second character inspires vegetation, to put forward the natural origin of the product. Finally, in the center of the logotype are an angular and a winding line. The first one reminds the pungent taste of certain aromas but also the piles of spices of Oriental markets. The second one represents sweeter aromas in addition to referring to the Spice Route that was followed by maritime means. The whole creates a logotype whose shape puts emphasis on travel, evoking the stamps found in a passport.
The packaging gives off an exotic feeling by using designs inspired by Maori tattoos, a people of Polynesian origin. It also includes a signs system that was created based on the spices making the blend.
Designer: Anna Fitzgerald
The concept presents new approach to the usual packaging of tinned food.
Basic idea of the design is the metaphor of the contents: instead of standard round shape you can find fish silhoette.
The background supplements the image with the picture of fish scales.
The edge of different colours favours fast ans simple identification by the customers.
Designer: Carli Herbst
Country: South Africa
The brief for this project was is to create a brand as well as a graphic solution for a new range of fresh bread packaging.
Summary/Concept and benefit:
Eazyloaf is a easy-to-carry, perfect in size fresh bread range specially designed for students' specific needs and unique lifestyles. As a student I know that most students never finish an entire loaf of bread and it usually ends up in the trash because it has gone stale or mouldy. The result is that students tend to stop buying bread. I have decided to focus on this gap in the market. To address this problem, I decided so create a smaller loaf that is about half the size of a regular loaf. This way, there is a better chance that the bread won't go bad before it is finished. I did further research on students needs, lifestyles and activities and decided to focus on three main activities in order to position Eazyloaf as part of the target audience’s lifestyle.
These are: Sport (active); Work and Fun (play/party). In each category I identified specific needs of students associated with the activity, for example for studying and working late one needs energy and concentration and that little bit of extra brain power.
Sport: a Wholewheat bread- extra protein and energy for active students that does sport or other training Work: a Low GI bread with vitamins and energy for that extra brainpower
Fun: a Wholegrain loaf that’s high in fibre and has a yummy flavour
The Eazyloaf logo was inspired by the shape of the iconic plastic bread tag that is used to seal bread bags. The shape is a combination of the bread tag and the shape of a bread slice as well as a heart shape to indicate the health aspect of the bread. Design: The dominant graphic on the packaging is a circular crest pattern done in a vector icon style that is light, fresh and modern. The vector icons illustrates and indicates the activities and objects associated with each specific lifestyle category. The sides of the bread are see-through allowing the consumer to see the contents and be reassured of the product’s freshness.The design is new and exciting and will stand out from its competitors.
The colours I choose for my bread packaging range is yellow, green and red. Research showed that these colours are very appetizing and thus is it ideal for food packaging. The colours are young, fresh and vibrant which relates to students and will have good shelf impact that will attract students. The three colours are also used to differentiate between the Wholewheat, Low GI and Wholegrain loaf.
Designer: Brittany Bobo
Country: United States
Series designed to challenge the idea that store-brand products are of lesser value or interest to consumers. Bold pops of color used to grab viewer’s attention when juxtaposed next to brand name competitors.
Agency: Design Happy
Designer: Jon Plumb / Will Jones / Richard Bray
Client: Everything Bagels
Additional Credits: Georgina Turner
Country: United Kingdom
Design Happy has created the new Brand Identity for the artisan Bakers Everything Bagels.
Following on from the success of Somerset Soups, we could not resist the opportunity to design the Everything Bagels Brand which wholeheartedly harnesses the handmade nature of the product. We approached the Branding with the aim to embrace the mis-shapen and imperfect nature of the product, whilst also communicating the fantastic tastes and fun bagelness… Perfect for a product that cannot really take itself that seriously.
The new brand identity was the perfect match for the product which intentionally uses flat colour, doughy typograhy, random shapes and playful words. The branding is reminiscent of a mis-shaped bagel with the added distraction of the bagel birds. The birds originally were not intended to be a big feature of the design, but they continue to be the subtle face of the brand on and off pack and the perfect mascot for a bread based product.
Georgina Turner, owner of Everything Bagels commented: ‘Designhappy have exceeded all our design expectations for branding and packaging. They are a dynamic agency who really listened to our ideas and the outcome has been exceptional. We have had compliments for our logo through social media from all over the world and this has been echoed in the success our branding is having on a local Audience. Sales have increased since we started using the new branding and we can’t wait to see the fantastic boxes they have designed for our bagels on the shelves’
In 2014 Everything bagels will be releasing the full printed packaging for the bagels and a range of new flavours intended for Stores and Deli’s. The new delicious range includes Plain & Simple, Cinnamon & Raisin and a Savoury Mix.
Designer: Hannah Wong
Country: United States
Create a packaging solution that will protect four duck eggs through transportation and is eco-friendly. Cowberry Crossing farm is a local, family-run, organic and biodynamic farm located in New York.
My design features no adhesives, only a system of tabs. It is also only slightly larger than letter size, making it's footprint quite small. Lastly, it features only one color, one sided printing, making it cost efficient for a small farm to produce.
Designer: Chelsea Stewart
Country: United States
Student project for structural packaging class was created by studying the hierarchy and social structure of Bees.
Ovvio all natural cupcake Co. is a small batch, high end brand, concerned with creating products centered around different types of honey. This simple structure mimics the hive's honeycomb shape by its casing and individual packages.
This was a great opportunity to create something new, which uses natural elements and ingredients. Each space is refillable with new packages, making this project reusable and more sustainable than other packaging solutions.
Utilizing geometric shapes and natural materials were the main goals in creating a new packing project. I believe the structure becomes a memorable structure, which accents the kitchen / space it fills.
Designed by Arithmetic Creative
With a focus on celebrating the Granville Island heritage brand, arithmetic put extra care and attention to detail to develop an iconic mark, packaging program and signage system that would resonate with the customers that have grown to cherish the iconic soup shop over the years. The new hand drawn image mark took the shape of a large utilitarian soup pot and a palette of black and white was introduced to the overarching brand structure, introducing a playful but rich colour palette within the product packaging.
With over 100’s of products for sale, arithmetic devised a brand blocking strategy that categorizes each of the many products from soup and stocks to chutneys and preserves. Utilizing colour and graphic marks, each of the products easily merchandises on it’s own or within it’s collection.
arithmetic’s re-design of the logo, labels and signage repositions the soup shop in revitalized heritage style, while elevating its perception and appealing to a broader demographic. Most importantly the path to larger scale distribution has been paved.
Designer: Végétal Gourmand (In House)
Then main goal when we launched Végétal Gourmand was to show that eating Vegan can be a feast. There's a thousand ways to cook vegetarian, and we at Végétal Gourmand, wanted to offer even more choice. Most of the vegan dishes in France are made of soy, so, bringing in the lupine is a real change, and we wanted to show it on our packs : let's celebrate the vegan way of life ! Go vegan !
Country: United Kingdom
Elmwood reveals redesign for Anchor® Cheddar
Global brand design consultancy Elmwood has revealed a new packaging design for the cheddar range from much-loved brand Anchor®. The redesign comprises block cheddar in mature, extra mature and lighter, as well as sliced and grated variants, and will be rolled out across supermarkets nationwide from February 2014.
Elmwood were tasked with creating a design that would perfectly balance Anchor’s® ‘Tastes Like Home’ ethos with a high quality product message. The new range look also needed to be recognisably Anchor® while achieving clear stand out in the crowded cheddar fixture.
To achieve this, Elmwood worked closely with Anchor® to ensure the brand’s language and key visual equities were effectively rooted in a beautifully considered design solution, which reflected the quality of the cheese inside. Elmwood crafted a heart shaped crest to convey quality and excellence, developed in a woodcut style to still appeal to everyday cheese-lovers. The crest was designed to reward further inspection with fun, tongue in cheek cheese references such as crackers and cutlery, nestled amongst the swirls and ribbons. The pack design also celebrated the fact that Anchor® cheddar is slowly matured for a richer fuller flavour – indicating the time and quality that goes into making the cheese.
Ensuring that the pack design was effective as well as attractive, Elmwood used rich, opulent colours to communicate the richness and fullness of the flavour. The new design features the individual colours for each variant across the entire pack to offer greater stand out on shelf and make the range easy to navigate for consumers.
Andrew Lawrence, Creative Director at Elmwood said, “It’s fantastic to be working with Anchor® again on the redesign of such a high profile product. It was a great project to work on, communicating Anchor’s brand story in a way that worked for them in the cheese category. Our approach was all about balance, combining high quality cues while engaging with consumers emotionally through well crafted and considered design. We’re really pleased with the end result and look forward to seeing it on shelf.”
Kate Richards, Senior Brand Manager at Arla Foods said, “Having worked with Elmwood before, we knew how effective their work would be and they absolutely captured everything that is so important to the Anchor® brand. We are delighted with the way Elmwood’s design celebrates the quality of our cheddar range and helps us to stand out in such a busy fixture.”
Designer: Edvardas Kavarskas
Client: Biržų duona
Visualizations: Creative agency IDEA (IDEA GROUP)
Biržų duona is one of the oldest and biggest bread bakeries in Lithuania, founded in 1953. While cherishing old bread baking traditions, the company never forgets to search for innovations and take the consumer wishes into consideration. This time the bakery presents the latest result of the masters’ passion for their work and creativity – modern bread and confectionery product line Miltė (Miss Flour).
The slogan of Miltė products is “From the very first grain”. It perfectly defines both the entire production process and the company’s point of view – regard to their work, experience, and creativity. The ones, who appreciate lightness and sponginess, should like white bread containing no yeast or the first in Lithuania unsweetened white bread. By the way, it has the keyhole label, which is very popular in the Scandinavian countries, that identifies healthier food products within a product group. The ones, who like the taste to be richer, will appreciate brown bread with cranberries. Soft and fragrant sandwich bread with pumpkin seeds, which is perfect for making toasts, will be loved at each breakfast table.
Biržų duona also presents a modern and crispy snack – dried bread slices with sunflower seeds. These slices are perfect with various spreads, salads, or soups. The confectionary fans can enjoy a huge cereal cookie with sugarcane syrup, seasoned with cinnamon and nutmeg. And this is only the beginning!
An especially brave step was taken in designing the packages for Miltė products – most of the packages were painted in bright colors and bread can be seen through small funny windows of various shapes. This has significantly enhanced on-shelf visibility of the products. Bright background colors are supplemented by pastel illustrations of ingredients and icons, highlighting the advantages of each product. A big logo of Miltė also catches the eye – it was designed using a handwritten font of distinctive shapes. Nature has not been left aside either – the bags are made from the environmentally friendly and readily biodegradable film.