Brief/Rationale
When shopping for Vegan food, it was clear to see that the branding and packaging of these products were not as aesthetically pleasing as non-vegan foods. This would surely deter people from buying items from this particular brand.In order to promote and create a more successful company/brandname, re-design the logo and the packaging in an appropriate, aesthetically pleasing and attractive way ensuring that the logo and packaging work well collectively.
Resolution of the Brief
The unappetising design of 'VegiBites' will be re-branded through this brief. The outcome will consist of a new and updated logo and 3 redesigned products to show how the aesthetic would vary over a small range of products.Mandatory/Considerations
- It must be appropriate for the specific target audience- It must be aesthetically pleasing
- The products must relate to the theme, concepts and rationale in the most relevant and appropriate way
- It must include all of the relevant information, tables, images and symbols for it to pass through the British Food Standard Agency
- When designing the packaging shape etc, consider the way that the stores will present and stack the products on the shelves
- Consider materials, size, shape, colour, type
Deliverables
- Re-brand the 'VBites' logo appropriately and professionally- Re-design and produce the 3 pieces of packaging using appropriate materials
- Produce relevant supporting material whilst considering the target audience
- All work must be presented in an appropriate and justified way in addition to the material's used
- Relevant Design Boards
Audience
The main audience for this product are Vegans. Yet if the packaging looked more inviting, I'm sure that non-Vegans would be more willing to consider trying the food too. Age wise, the focus will be on people from aged 17 onwards, as this is the age when most people start to food shop for themselves, either because their parents allow them to choose their food or because they live away from home, at university/college.How The Packaging Reflects The Product: Why & How
Subconsciously, physical products are chosen based on their aesthetics. Naturally, something which looks visually pleasing would, subconsciously and semantically, be the better choice/taste better too.In conclusion, if something looks nice, we are more willing and likely to buy it.
http://www.nytimes.com/2013/02/17/opinion/sunday/why-we-love-beautiful-things.html?_r=0
http://www.psychologicalscience.org/index.php/publications/observer/2010/october-10/why-we-like-what-we-like.html
The packaging and visual presentation of the foods are all taken into consideration when purchasing the product. For example, comparing the two items below, the second one would be chosen over the first, simply because it 'looks better'. The Tesco's Value n the other hand is a cheap imitation both in cost and quality. This relates back to the visual appearance, semiotics and connotations which are provided along with the imagery.
Survey & Results
Although it was concluded that the image, above right, would be the most popular as it is much more aesthetically pleasing to look at, it was essential to conduct a survey to support and prove this.
As you can see above, it is clear to see that 40/40 people agreed with the original statement.
"Because the packaging looks nicer, you assume that the food held within would also taste nicer"
"You get what you pay for. If something looks/is more expensive, you would expect it to also taste much nicer than if you spent next to nothing"
"Although the Tesco pizza offers good value for the food, the branding of the packaging makes me feel that the food will also be 'cheap' and of a lower quality. I would much prefer to spend a little more and get the 'Deli' pizza"
Aesthetic Conclusion
In conclusion, it is essential for a food brand to have attractive appearance (in combination with it being useful, readable, professional, conceptual and appropriate) in order to appeal to and engage with any potential customer. The design and overall aesthetic of the packaging provides a strong link to the contents. Thus, if the packaging an design is high quality, so should the product within be."We taste with our eyes. If the packaging looks good, the food must be too" - Your Subconscious
Analysing VegiDeli Food Packaging
VegiBites packaging is dull, appears unprofessional, plain and rather unpleasing to look at. It provides connotations that the food would also be plain, cheap and 'tasteless'. Despite outer appearance, the food actually tastes amazing.
The 'VBites' logo looks unprofessional and amateur because of it's 3D effect, bold, harsh colours and untidy design/layout. The colours do not compliment each other in any way which make it unappetising for the eyes. Whilst the green is supposed to reflect the nature and greenery of the vegetables, it is too bright and so appears unnatural. The orange also connotes something unnatural and would be associated more with processed foods, such as some cheese and meats. The use of purple is rather odd as it is not a colour associated with food and so is not appropriate.
The white background ensures that the images and type are easily seen and stand out whilst the gradient colours also overlay the images to create a platform for the text. This looks overcrowded and unprofessional. The imagery used, reveals what the product within should look like once cooked and served, yet these images are not particularly appealing and are more likely to deter anyone from buying the food.
When it comes to typeface, a simple, rounded sans serif is similar to that of 'Comic Sans' has been utilised. This typeface badly mimics human handwriting and could then connote, that the food too, badly mimics eg: sausages (could appear to be processed foods). This provides negative and false connotations making the food also seem that it too could very well also be 'false' and poor in taste.
- Use natural and organic colours and shapes as to reflect the products and brand (and within the Logo)
- If imagery is used, ensure that they look appetising and professional
- Use limited type on the front as not to distract and overcrowd the design
- If using a Sans Serif typeface, ensure it is not 'uncanny' as to appear that it is mimicking human handwriting too much (such as the one featured previous and such like Comic Sans). Possibly use a mixture of Serif and Sans Serif.
- Ensure that the Logo is something that reflects the products and works in a positive way to represent the company.
After asking some non-vegans whether they would try Vegan food (showing them the original packaging, above). Below are some of the responses;
Vegan Burgers
Homemade Jar Recipes
- Bold Sans serif typeface (to draw attention and ensure it is recognisable on a shelf. Represents strength and importance connoting that this is a product that should be important to you and make you strong also)
- White background (to stand out against the bright foods) also represents pure, honest, clean food
- 2 colour design (black and orange- the orange is used to relate to the this particular food contained). Shows simplicity of the food and yet shows interest and reresents flavour using the bright orange.
- Type based sticker/wrap design (simple, effective and different to most labelling)
Beans/Tin Labels
- The logo here is simply the name of the store 'Waitrose' which uses the same Sans Serif typeface used on all of their products. Their name (and font) is their logo, so is ultimately a type based logo. (Cntinuous and recognisable from the store to the products)
- Sans serif typeface (strong uppercase to reflect strength and importance)
- Photography based design (revealing the food within in an aesthetically pleasing and ordered way)
- One colour background (Varies and relates to each product making it easier for customers to identify products by colour. The background colours used are almost opposites/juxtaposing the imagery in order to help the images stand out more against the back coloured stock- making the products more easily identifiable for customers)
- One colour print (using white stock- not including photography)
Creating a strong link with the product, the brand, the packaging will allow the design to be strongly conceptual and aesthetically pleasing for all Vegans and non-Vegans.
From the research collected it has been concluded that the re-branded logo needs to be simple yet versatile. Using a combination of type and imagery which would work in a very positive way, allowing these to be used together/separate in various ways/in varied places on the packaging and products. It needs to reflect the Vegan lifestyle of being natural, healthy and 'green' as well as being professional, recognisable and attractive.
- Pure, raw and clean foods)
- Transparency of ingredients, products and brand
- Clean yet detailed design
- Recognisable design which stands out from others
Yoga Earth Logo
This logo combines image/shape/silhouette, line and type to create a professional logo which represents the healthy foods that are produced by this company. The serif typeface continues to portray this professionalism and yet seems rather formal and does not emit inviting or friendly tones. This is further supported through the cold, grey colour scheme and the use of uppercase letters.
These logos combine imagery and type to ensure that the logo's can be used as one combined logo or separate aspects. This means that it is a more versatile logo which can be used in various ways/places. The greens used reflect the organic vegetables, nature, health and economically friendly foods/products supporting the concept of health
The sans serif type is used to oppose the more elaborate/decorative imagery/vector designs. It is simple and yet still appears organic whilst the imagery is focused on natural and rounded shapes along with shapes/silhouettes relating to nature, gardening and farming. They are made using more simple, basic, vector shapes
Through analysing these logos it was recognised that the type/company names follow the curve of the images to create continuity and a more organic and natural aesthetic. The vectors/images are more detailed and use additional colours rather than simply brown and green. The imagery and type look decorative and friendly (when used together or individually).
The typefaces range from bold serif fonts to sans serif fonts yet in most cases are used in combination to contrast against each other whilst creating a basic, simple image combined with detail. Reflecting the fact that vegetables are simple yet when used together/bought through these brands, can create something different and delicious.
- Use image/shape and type as a combination logo. This can then be broken down into a purely type and purely image logo for when they are needed individually.
- The colours need to be bold enough to stand out when used over various coloured backgrounds/stocks.
- The imagery/shapes need to be interesting and strong enough to be used alone or when used with type. They both also need to be recognisable.
- Using the imagery to influence the shape/arc of the type works well to create continuity and an obvious link between the image and type. The imagery can work just as well when simple as well as when detailed (if not more so as it is more memorable).
- Sans serif typefaces are seen to be more friendly and 'approachable' whilst also being in uppercase to provide the representation of professionalism and importance.
The sketches of the VB (vegibites) logo were produces by using the influence of the research imagery and organic, natural, flowing shapes.
Logo Experiments
Through holding small group crits, the most successful experiment was identified.
The very bottom right variation was chosen for its aesthetics and overall professional appearance. The simple, yet interesting shape provides a recognisable and memorable 'image' which creates an effective logo
The typeface used, Futura, was inspired by the research and so is designed in an uppercase sans serif. It is simple and straight, juxtaposing the more organic, fluid design of the illustrated logo itself. The type can now be used individually or in combination with the image for variation.
As to ensure that the most appropriate and aesthetically pleasing design was chosen, a peer and tutor crit was held. It was decided that the very last experiment was the more aesthetically pleasing as it reflects the natural foods and ingredients, looks professional and also features the brand name.
It was clear from earlier research that creating a design which combines the type and image together was creates a professional logo. Utilising both of these design aspects provides a versatile outcome. Designing a more organic and decorative image along with a more structured typeface allows for variation when required. The 3 variations of the logo is presented above; type, image or type and image.
The shape of the logo is ornate and decorative to revealing the influence and concept of the earth, nature and the movement involved with 'growing'. The arch shape of the type/image is very natural, organic and fluid, again reflecting nature and the natural ingredients used within the foods. The utilisation of an uppercase sans serif typeface creates a simple and clean design, inspired by the brief research. The chosen typeface used is clear and easy to read in addition to reflecting the simplicity of the foods whilst also being classy, simple and attractive in appearance.
The line below the logo is arched as to create continuity of the organic, nature inspired concept. This is also reflected within the design of the type used. Using black means that the design can be positioned on top of most colours and still be clearly visible inspired by the Yoga Earth logo. It creates a strong, more professional and impressionable logo when in such a dark shade in addition to appearing 'high class' as identified through earlier research, such as the Deli Pizza.
Using type and image allows the brand to remove the type once the brand name becomes more popular, just as other companies have done, such as Nike. Overall, the logo is strong, conceptual and versatile, just as any good logo should be.
The last addition to the logo is the 'R' symbol, a trademark to show that the product has been registered with a national trademark office or established by use as representing a company or product. This creates a more realistic, professional logo.
Style Sheet
This style sheet visualises how the logo was created and how it can be presented in various combinations and how it was designed.
Above left: VegiBites Vegi rolls.
Above right: Homemade pizza.
These images both reveal the simplicity of the foods. They both old a lot of colour, and are bold and bright. The shapes which can be identified are very organic.
Watercolour Illustrations
Onions, Potato, Carrot, Peas, Horseradish, Spices, Garlic Powder, Herbs
FALAFEL BITS
Chickpeas, Onions, Breadcrumbs, Salt, Herbs & Spices, Sugar, Garlic Powder
DAIRY-FREE PEPPERJACK CHEEZLY
Tofu (Soya), Soya Protein, Potato Starch, Locust Bean, Salt, Green Chillies, Dried Red & Green Peppers
Not all of these ingredients are appropriate to draw, such as proteins and starch. The skeches will be of the more basic food ingredients.
Ingredient Photoshoot
As to create realistic illustrations, which were first hand, a food photoshoot took place.
Carrot
Herbs
Horseradish, Peppers, Chillies
Potato, Onions
Chickpeas, Tofu
Roasted Peppers, Locust Beans, Peas
All of the illustrations were created using a tablet for a hand drawn aesthetic making them seem more farmiliar and friendly, instead of robotic and cold.
Paper-making, by hand, using recycled material was considered as a process yet the card currently used by VegiBites is already made using recycled materials, shown above, and so this is unnecessary.
- It is difficult to print onto
- The company would have to source this card from another business which could increase the cost of the products
- It doesn't bend without breaking
More than half the cardboard used in Europe is made from recycled materials and according to a study in 2011, recyclable packaging can be toxic. http://www.bbc.co.uk/news/uk-12663183
A mineral can be found within the material which leaks and transfer into the foods. This is called Mineral which comes from printing ink (newspapers mostly). The effects of this oil was tested on animals. This is against what Vegans believe in, it is not morally or ethically right.
Unless there is a sorting of the papers, there is no way to ensure that this cross contamination does not occur.
In conclusion, using recycled paper can actually have more of a negative effect when relating to animal cruelty not to mention the machines used to reform the product and the energy that they use and the fact that it breaks when bent which is not suitable at all. It is much more friendly to the environment and animals and appropriate to simply stick to using the recycled paper/card used currently as it has been proven to be safe and animal friendly.
- Barcodes
- British manufactured label
- Awards/badges for Vegan, Vegetarian, Halal etc
- Descriptions of the food
Potato/Starch (Cheezly Packaging)
Again, the brightest colour from the ingredients of has been chosen as the background colour. Using this orange colour within the Cheezly branch is relevant because of the products and ingredients within each one. It again shows continuity.
These designs are successful in combining the below aims;
- Using natural, fresh colours
- Transparency of ingredients, products and brand
- Clean yet detailed minimal
- Recognisable design which stands out from others
Using the pattern on the inside of the cardboard sleeve itself represents what is on the inside of the food too, being 'transparent' about the ingredients.
As for the logo, it has been re-designed using simple, clean lines connoting professionalism, cleanliness and an overall strong, successful brand. It is now a logo which can be trusted to deliver high quality goods. It is a strong enough logo to be used as the main design, as suggested by Robot Food. It's appearance reflects the natural, organic products whilst also appearing friendly.
Overall, this has been a successful and enjoyable brief. The outcomes are more aesthetically pleasing now than originally, which would hopefully mean that more people would invest. I have learnt new skills, such as;
- How to design packaging
- Design for patterns
- To think about the use of the design inside of the product, not just on the outer
- How to take constructive criticism from professionals in order to design and create something which is of a higher standard which could now be sold in store.
(Side Note: I intend to send this new packaging to the company, watermarked of course, to see whether they would be interested in working with me or at least give me some feedback on the products).
When it comes to typeface, a simple, rounded sans serif is similar to that of 'Comic Sans' has been utilised. This typeface badly mimics human handwriting and could then connote, that the food too, badly mimics eg: sausages (could appear to be processed foods). This provides negative and false connotations making the food also seem that it too could very well also be 'false' and poor in taste.
VegiDeli Annotation Conclusion
Deconstructing the packaging above, it has been concluded that in order for the re-brand to be successful, it needs to do the following;- Use natural and organic colours and shapes as to reflect the products and brand (and within the Logo)
- If imagery is used, ensure that they look appetising and professional
- Use limited type on the front as not to distract and overcrowd the design
- If using a Sans Serif typeface, ensure it is not 'uncanny' as to appear that it is mimicking human handwriting too much (such as the one featured previous and such like Comic Sans). Possibly use a mixture of Serif and Sans Serif.
- Ensure that the Logo is something that reflects the products and works in a positive way to represent the company.
After asking some non-vegans whether they would try Vegan food (showing them the original packaging, above). Below are some of the responses;
"I have tried some Vegan food and it tastes better than it looks most of the time. The packaging always seems to be rather dull and boring though. Then again, I guess that if you're Vegan, your options are more limited"
"I could never see myself being Vegan, yet I do like to try new foods. I haven't ever been drawn to Vegan food as it seems like it would be bland and plain, that is usually what the packaging suggests"Although the diet of a Vegan can be somewhat limited in terms of eating out/fast food, this does not mean that it should not look just as appealing as foods which are non-vegan. This needs to be reflected in the packaging in order for people to buy the products.
Vegan Food Packaging : Designs Inspiration
Vegan Burgers
- The logo for 'Luna' burgers is very simple and type based. It's simplicity allows for variation for each product as to incorporate the logo within it image.
- Highlighting he bowl on the letter 'a' could be used as an image based logo.
- The typeface used for 'Luna' provides a tall, bold statement and yet appears full bodied and organic because of the soft, curved lines. In contrast, 'Burgers', which is a wider, more 'cold' typeface provides the information and is simply stating the products name rather matter-of-factly. This would change for each product and would be easy to find.
- The two typefaces combine to provide and interesting, organic, natural feel to the product, whilst also being very professional and aesthetically pleasing.
- White background (to ensure that the images are easily seen/type is easily read and stands out). This gives a light, refreshing, pure appearance which reflects the products and company.
- Simple illustrative foods (attractive and simple reflecting the food and natural, organic ingredients used). This provides an interesting and attractive design to grab the attention of the audience.
- Reflective pattern (to create symmetry, order and pattern as seen in the natural world). This balance also reflects the natural and healthy foods packaged within.
- Limited and natural colour palette for image and type (to keep the design simple and reflect the natural, organic ingredients)
- Both Serif and Sans serif fonts (simple to read, 'no fuss' shows variety and experimentation- like the foods)
- Illustrated theme is continuous throughout (to appear professional and create a 'brand identity' through design and imagery). This makes their food recognisable by the pattern design which stands out from the other brands.
- Organic shapes used within the design eg: the banner around the Brand name (reflecting the organic, natural ingredients all combined into one product). This also aids the type to stand out more and be seen more easily/obviously.
Superfood Pouches
- The logo, Yoga Earth, is elegant, using a sans serif typeface in combination with the subtle greys and the simple, vector image which reflects the name of the brand. The vector is positioned above a crescent line which marks out the shape of the earth. All of these combined provide connotations of nature, health, purity and relaxation. Using image and type allows for more variation (using one or both of the design aspects) to feature on their products. - White background (to aid the imagery and banner to appear more bold and easy to see)
- 2 colour design (illustration colour and Navy banner to keep continuity throughout the packaging as well as combining a detailed and illustrative aesthetic with a simple colour scheme, reflecting the juxtaposing complexity yet simplicity of the products)
- Illustrative, simple line designs (to provide detail and intricacy- linking to nature- creating as aesthetically interesting image)
- Illustrated theme is continuous throughout (to show the professionalism of the brand, linking all 'like' products together)
- Colour palette relates to each flavour/food (used on images and band below food name- to provide separation, variation and easy identification)
- Continuity of illustration design and its positioning (again to provide a professional aesthetic showing that the products all belong to one brand/company name: 'brand identity')
- Sans serif typefaces (to connote strength and importance (superfoods) also making the names easier to find and read)
- Script typeface (to reflect and represent the natural, organic products which are packaged)
- Highlighting he bowl on the letter 'a' could be used as an image based logo.
- The typeface used for 'Luna' provides a tall, bold statement and yet appears full bodied and organic because of the soft, curved lines. In contrast, 'Burgers', which is a wider, more 'cold' typeface provides the information and is simply stating the products name rather matter-of-factly. This would change for each product and would be easy to find.
- The two typefaces combine to provide and interesting, organic, natural feel to the product, whilst also being very professional and aesthetically pleasing.
- White background (to ensure that the images are easily seen/type is easily read and stands out). This gives a light, refreshing, pure appearance which reflects the products and company.
- Simple illustrative foods (attractive and simple reflecting the food and natural, organic ingredients used). This provides an interesting and attractive design to grab the attention of the audience.
- Reflective pattern (to create symmetry, order and pattern as seen in the natural world). This balance also reflects the natural and healthy foods packaged within.
- Limited and natural colour palette for image and type (to keep the design simple and reflect the natural, organic ingredients)
- Both Serif and Sans serif fonts (simple to read, 'no fuss' shows variety and experimentation- like the foods)
- Illustrated theme is continuous throughout (to appear professional and create a 'brand identity' through design and imagery). This makes their food recognisable by the pattern design which stands out from the other brands.
- Organic shapes used within the design eg: the banner around the Brand name (reflecting the organic, natural ingredients all combined into one product). This also aids the type to stand out more and be seen more easily/obviously.
Superfood Pouches
- The logo, Yoga Earth, is elegant, using a sans serif typeface in combination with the subtle greys and the simple, vector image which reflects the name of the brand. The vector is positioned above a crescent line which marks out the shape of the earth. All of these combined provide connotations of nature, health, purity and relaxation. Using image and type allows for more variation (using one or both of the design aspects) to feature on their products. - White background (to aid the imagery and banner to appear more bold and easy to see)
- 2 colour design (illustration colour and Navy banner to keep continuity throughout the packaging as well as combining a detailed and illustrative aesthetic with a simple colour scheme, reflecting the juxtaposing complexity yet simplicity of the products)
- Illustrative, simple line designs (to provide detail and intricacy- linking to nature- creating as aesthetically interesting image)
- Illustrated theme is continuous throughout (to show the professionalism of the brand, linking all 'like' products together)
- Colour palette relates to each flavour/food (used on images and band below food name- to provide separation, variation and easy identification)
- Continuity of illustration design and its positioning (again to provide a professional aesthetic showing that the products all belong to one brand/company name: 'brand identity')
- Sans serif typefaces (to connote strength and importance (superfoods) also making the names easier to find and read)
- Script typeface (to reflect and represent the natural, organic products which are packaged)
Homemade Jar Recipes
- Bold Sans serif typeface (to draw attention and ensure it is recognisable on a shelf. Represents strength and importance connoting that this is a product that should be important to you and make you strong also)
- White background (to stand out against the bright foods) also represents pure, honest, clean food
- 2 colour design (black and orange- the orange is used to relate to the this particular food contained). Shows simplicity of the food and yet shows interest and reresents flavour using the bright orange.
- Type based sticker/wrap design (simple, effective and different to most labelling)
Beans/Tin Labels
- The logo here is simply the name of the store 'Waitrose' which uses the same Sans Serif typeface used on all of their products. Their name (and font) is their logo, so is ultimately a type based logo. (Cntinuous and recognisable from the store to the products)
- Sans serif typeface (strong uppercase to reflect strength and importance)
- Photography based design (revealing the food within in an aesthetically pleasing and ordered way)
- One colour background (Varies and relates to each product making it easier for customers to identify products by colour. The background colours used are almost opposites/juxtaposing the imagery in order to help the images stand out more against the back coloured stock- making the products more easily identifiable for customers)
- One colour print (using white stock- not including photography)
Conclusion Of Research
Although previous images of Vegan packaging are influential, the designs are too simple. Nature is complicated and is made up of/creates such amazing shapes and imagery. The green, pure, natural, delicate, intricate, organic imagery should be used to advertise and brand the foods. Since, surely as it looks nicer, it should taste nicer (subconsciously).Creating a strong link with the product, the brand, the packaging will allow the design to be strongly conceptual and aesthetically pleasing for all Vegans and non-Vegans.
From the research collected it has been concluded that the re-branded logo needs to be simple yet versatile. Using a combination of type and imagery which would work in a very positive way, allowing these to be used together/separate in various ways/in varied places on the packaging and products. It needs to reflect the Vegan lifestyle of being natural, healthy and 'green' as well as being professional, recognisable and attractive.
Logo/Brand Concept
- Only 'natural' shapes will be used- Pure, raw and clean foods)
- Transparency of ingredients, products and brand
- Clean yet detailed design
- Recognisable design which stands out from others
Logo Inspiration
Yoga Earth Logo
This logo combines image/shape/silhouette, line and type to create a professional logo which represents the healthy foods that are produced by this company. The serif typeface continues to portray this professionalism and yet seems rather formal and does not emit inviting or friendly tones. This is further supported through the cold, grey colour scheme and the use of uppercase letters.
These logos combine imagery and type to ensure that the logo's can be used as one combined logo or separate aspects. This means that it is a more versatile logo which can be used in various ways/places. The greens used reflect the organic vegetables, nature, health and economically friendly foods/products supporting the concept of health
The sans serif type is used to oppose the more elaborate/decorative imagery/vector designs. It is simple and yet still appears organic whilst the imagery is focused on natural and rounded shapes along with shapes/silhouettes relating to nature, gardening and farming. They are made using more simple, basic, vector shapes
Through analysing these logos it was recognised that the type/company names follow the curve of the images to create continuity and a more organic and natural aesthetic. The vectors/images are more detailed and use additional colours rather than simply brown and green. The imagery and type look decorative and friendly (when used together or individually).
The typefaces range from bold serif fonts to sans serif fonts yet in most cases are used in combination to contrast against each other whilst creating a basic, simple image combined with detail. Reflecting the fact that vegetables are simple yet when used together/bought through these brands, can create something different and delicious.
Logo Research Conclusion
From the analysis and research, it has been concluded that the following aspects will create the most professional, appropriate and aesthetically pleasing logo.- Use image/shape and type as a combination logo. This can then be broken down into a purely type and purely image logo for when they are needed individually.
- The colours need to be bold enough to stand out when used over various coloured backgrounds/stocks.
- The imagery/shapes need to be interesting and strong enough to be used alone or when used with type. They both also need to be recognisable.
- Using the imagery to influence the shape/arc of the type works well to create continuity and an obvious link between the image and type. The imagery can work just as well when simple as well as when detailed (if not more so as it is more memorable).
- Sans serif typefaces are seen to be more friendly and 'approachable' whilst also being in uppercase to provide the representation of professionalism and importance.
Initial Logo Sketches
Digital Developments
Logo Experiments
Through holding small group crits, the most successful experiment was identified.
The very bottom right variation was chosen for its aesthetics and overall professional appearance. The simple, yet interesting shape provides a recognisable and memorable 'image' which creates an effective logo
The typeface used, Futura, was inspired by the research and so is designed in an uppercase sans serif. It is simple and straight, juxtaposing the more organic, fluid design of the illustrated logo itself. The type can now be used individually or in combination with the image for variation.
As to ensure that the most appropriate and aesthetically pleasing design was chosen, a peer and tutor crit was held. It was decided that the very last experiment was the more aesthetically pleasing as it reflects the natural foods and ingredients, looks professional and also features the brand name.
Development
It was clear from earlier research that creating a design which combines the type and image together was creates a professional logo. Utilising both of these design aspects provides a versatile outcome. Designing a more organic and decorative image along with a more structured typeface allows for variation when required. The 3 variations of the logo is presented above; type, image or type and image.
Final Logo Design
The shape of the logo is ornate and decorative to revealing the influence and concept of the earth, nature and the movement involved with 'growing'. The arch shape of the type/image is very natural, organic and fluid, again reflecting nature and the natural ingredients used within the foods. The utilisation of an uppercase sans serif typeface creates a simple and clean design, inspired by the brief research. The chosen typeface used is clear and easy to read in addition to reflecting the simplicity of the foods whilst also being classy, simple and attractive in appearance.
The line below the logo is arched as to create continuity of the organic, nature inspired concept. This is also reflected within the design of the type used. Using black means that the design can be positioned on top of most colours and still be clearly visible inspired by the Yoga Earth logo. It creates a strong, more professional and impressionable logo when in such a dark shade in addition to appearing 'high class' as identified through earlier research, such as the Deli Pizza.
Using type and image allows the brand to remove the type once the brand name becomes more popular, just as other companies have done, such as Nike. Overall, the logo is strong, conceptual and versatile, just as any good logo should be.
The last addition to the logo is the 'R' symbol, a trademark to show that the product has been registered with a national trademark office or established by use as representing a company or product. This creates a more realistic, professional logo.
Logo Style Sheet
Style Sheet
This style sheet visualises how the logo was created and how it can be presented in various combinations and how it was designed.
Restaurant Branding; Logo In Context
Restaurant Usage: Staff Uniforms
The logo is easily adjusted when it comes to colour so that it will stand out against darker backgrounds. In this particular case, white is used.
Restaurant Usage: Menu & Crockery Branding
VegiBites in fact have a restaurant in America. The images above show how the new logo could be applied within.
Restaurant Usage: Takeaway
Although the restauarant for VegiBites hasn't expanded to 'takeaway's' just yet, these are examples of how the brand could be pushed to develop appropriate packaging if this ever were to happen.Packaging
Packaging Concept
When it comes to vegan food, it is important that the ingredients within them are all listed and are as natural as possible. This will greatly influence the design, materials, colours and overall aesthetic within the packaging.
As decided earlier, the packaging needs to include;
- Transparency of ingredients, products and brand
- Clean yet detailed design
First Hand Imagery of Homemade Vegan Food
Primary Research
- Transparency of ingredients, products and brand
- Clean yet detailed design
First Hand Imagery of Homemade Vegan Food
Primary Research
Above left: VegiBites Vegi rolls.
Above right: Homemade pizza.
These images both reveal the simplicity of the foods. They both old a lot of colour, and are bold and bright. The shapes which can be identified are very organic.
Further Packaging Design Inspiration
Watercolour Illustrations
The loose, watercolour illustrations create a natural, 'hand drawn' aesthetic and reveals the ingredients within the product.
Tealicious
This design reveals the floral side of nature whilst also including the imagery of the small birds (which have no link with the tea itself) which simply are there as a design choice. This creates a nature friendly aesthetic and connotations.
The bright colours used, provide a bold design which stands out more so as it is placed onto a white background. Using the plain white background, paired with the bold illustrations and colours provides a simple and classy design.
Tealicious
This design reveals the floral side of nature whilst also including the imagery of the small birds (which have no link with the tea itself) which simply are there as a design choice. This creates a nature friendly aesthetic and connotations.
The bright colours used, provide a bold design which stands out more so as it is placed onto a white background. Using the plain white background, paired with the bold illustrations and colours provides a simple and classy design.
Farmhouse Packaging & William Whistle Packaging
These illustrations are very cleverly created and combine shape and image together. They appropriate one within the other. For example, the fields within the chicken and the tea leaf as the roof of the Taj Mahal. Creating patterns which have depth can draw in the audience, they may even buy the product to try simply because of the interesting packaging.
These images also show how limited colour can be utilised and appropriated within the illustrations using the colour linked with the flavour (of the tea) for each individual design.
These illustrations are very cleverly created and combine shape and image together. They appropriate one within the other. For example, the fields within the chicken and the tea leaf as the roof of the Taj Mahal. Creating patterns which have depth can draw in the audience, they may even buy the product to try simply because of the interesting packaging.
These images also show how limited colour can be utilised and appropriated within the illustrations using the colour linked with the flavour (of the tea) for each individual design.
Design Decisions
Using the inspiration from earlier research, the illustrations will consist of the ingredients used within each of the three VegiBites products, and possibly an illustration of the final food product itself to create a 'transparent' product.Ingredients
MEAT-FREE BEEF STYLE & HORSERADISH PIEOnions, Potato, Carrot, Peas, Horseradish, Spices, Garlic Powder, Herbs
FALAFEL BITS
Chickpeas, Onions, Breadcrumbs, Salt, Herbs & Spices, Sugar, Garlic Powder
DAIRY-FREE PEPPERJACK CHEEZLY
Tofu (Soya), Soya Protein, Potato Starch, Locust Bean, Salt, Green Chillies, Dried Red & Green Peppers
Not all of these ingredients are appropriate to draw, such as proteins and starch. The skeches will be of the more basic food ingredients.
Ingredient Photographs: Primary Research/Photographs
Ingredient Photoshoot
As to create realistic illustrations, which were first hand, a food photoshoot took place.
Initial Ingredient Illustrations
Carrot
Herbs
Horseradish, Peppers, Chillies
Potato, Onions
Chickpeas, Tofu
Roasted Peppers, Locust Beans, Peas
All of the illustrations were created using a tablet for a hand drawn aesthetic making them seem more farmiliar and friendly, instead of robotic and cold.
Illustration Colour Developments
As inspired through the general and primary research, it was essential to add colour to the illustrations. Bold tones were chosen as to create a bright, friendly, eye catching and aesthetically pleasing range of products. Although bright, they are still relevant and natural looking.
Final Pattern Developments
Beef Style & Horseradish Pie
Pepperjack Style Cheese
Gourmet Falafel
Using a simple grid system, each illustration was set out to create a pattern. This same grid was used on all three images to create continuity throughout the brand
Packaging Design
The original packaging design for Vegibites is a rather simple sleeve. Yet this is appropriate as the food is almost ready to eat right away, falling under the branch of 'ready meals'. Using a sleeve means that the product is easily and quickly removed from its casing whilst it also reduces the amount of packaging wasted. This links well to being vegan and environmentally friendly.
The size of the plastic carton packaging will stay the same simply as it is the correct shape for the card sleeve which is not altering in shape or size, simply the surface design. Other shapes and sizes could have been considered and inspired through the research, yet it is not relevant in this particular case.
Material
Relating back to caring for the environment, it is important to ensure that the packaging is recyclable as much as possible. The original packaging consists of card, plastic and plastic wrap. All of these are recyclable as long as they are clean and dry as not to cause contamination during the recycling process. It is important to note that the wrap and plastic carton need to have a plastic resin code of #2 or #4 in order to be recyclable.This sleeve is made from recycled materials and is 100% compostible. Packaging Information: Tray APET, Film Lid OPET LDPE, Sleeve Recyclable Carton BoardThe sleeve itself, it is covered in a thin plastic like coating as to ensure the practicality for printing, storing and shelf life. The coating ensures that the ink does not run or wear away when transported, stored or when it gathers condensation in a fridge for example.
Paper-making, by hand, using recycled material was considered as a process yet the card currently used by VegiBites is already made using recycled materials, shown above, and so this is unnecessary.
Paper Making Research
Although handmade paper is aesthetically pleasing there are some problems;- It is difficult to print onto
- The company would have to source this card from another business which could increase the cost of the products
- It doesn't bend without breaking
More than half the cardboard used in Europe is made from recycled materials and according to a study in 2011, recyclable packaging can be toxic. http://www.bbc.co.uk/news/uk-12663183
A mineral can be found within the material which leaks and transfer into the foods. This is called Mineral which comes from printing ink (newspapers mostly). The effects of this oil was tested on animals. This is against what Vegans believe in, it is not morally or ethically right.
Unless there is a sorting of the papers, there is no way to ensure that this cross contamination does not occur.
In conclusion, using recycled paper can actually have more of a negative effect when relating to animal cruelty not to mention the machines used to reform the product and the energy that they use and the fact that it breaks when bent which is not suitable at all. It is much more friendly to the environment and animals and appropriate to simply stick to using the recycled paper/card used currently as it has been proven to be safe and animal friendly.
Packaging Content/Analysis
Original Packaging Packaging Measurements
FDA tables have to be legally shown. These will be taken from the original packaging along with;- Barcodes
- British manufactured label
- Awards/badges for Vegan, Vegetarian, Halal etc
- Descriptions of the food
Background Colour Choices
Herbs (Above right)
Herbs are found in both the Falafel and Horseradish pie, thus, green was suitable and relevant to use for both backgrounds. The lightest shade was chosen as it is bold, bright and will stand out the most. This colour will be used throughout the VegiDeli branch of VegiBites as to be continuous whilst also easily showing customers that they are of the same brand and branch within VegiBites.
The green also connotes freshness and health (greenery/vegetables).
Again, the brightest colour from the ingredients of has been chosen as the background colour. Using this orange colour within the Cheezly branch is relevant because of the products and ingredients within each one. It again shows continuity.
Packaging Designs
Using the layout, measurements and overall aesthetics of the VegiBites packaging, the above designs were created.
Combining the patterns, details/information found on the original packaging, along with the typeface (Century Gothic and Century Gothic Bold) the final outcomes are well informed, conceptual and work well continuously with the logo and each other (the three designs).
Century Gothic was chosen because if it's simple, clear, sans serif design which was identified through previous research to be the most appropriate and attractive to use. In addition to this, they appear more professional, aesthetically pleasing which would, from my research and previous findings, boost the sales of this brand.
I had a portfolio review also asked their opinion on the food packaging brief (Vegibites) as this is what their company focusses on;
- The illustrations are too much/too busy and overcrowded
- Use the pattern on the inside of the wrapping
- The logo is very interesting and reflects the food well. Be brand proud and use this as the main focus for the design.
After this feedback, I went back and changed the designs, shown below). I am much more pleased with the outcome. It looks much more minimal and professional.
Outside Design Inside Design
Outside Design Inside Design
Best Image
All Three Products
I was unable to show these in context, in a store/the college cafe as they do not allow 'foreign objects' in their fridges.
Combining the patterns, details/information found on the original packaging, along with the typeface (Century Gothic and Century Gothic Bold) the final outcomes are well informed, conceptual and work well continuously with the logo and each other (the three designs).
Century Gothic was chosen because if it's simple, clear, sans serif design which was identified through previous research to be the most appropriate and attractive to use. In addition to this, they appear more professional, aesthetically pleasing which would, from my research and previous findings, boost the sales of this brand.
Portfolio Review With Robot Food (Changes)
- The illustrations are too much/too busy and overcrowded
- Use the pattern on the inside of the wrapping
- The logo is very interesting and reflects the food well. Be brand proud and use this as the main focus for the design.
After this feedback, I went back and changed the designs, shown below). I am much more pleased with the outcome. It looks much more minimal and professional.
Final Designs
Outside Design Inside Design
Outside Design Inside Design
Photoshoot
Best Image
All Three Products
I was unable to show these in context, in a store/the college cafe as they do not allow 'foreign objects' in their fridges.
Advertisement
This would be in stores, on billboards and on TV to advertise the now designs but reassure people that the taste is still the same as customers can be afraid of change.
Final Feedback
I asked my class of 40+ peers what they thought of the packaging and whether it would entice them into buying the foods. Most of them said yes or at least that they would look at it, especially over the original packaging. Success.
Yet, not everyone is a Graphic Designer. I asked people such as my family, friends and neighbours. It was unanimous, they all said that they would try the food and would be more open to it as the packaging is attractive and interesting.
Advertisement
This would be in stores, on billboards and on TV to advertise the now designs but reassure people that the taste is still the same as customers can be afraid of change.
Final Feedback
I asked my class of 40+ peers what they thought of the packaging and whether it would entice them into buying the foods. Most of them said yes or at least that they would look at it, especially over the original packaging. Success.
Yet, not everyone is a Graphic Designer. I asked people such as my family, friends and neighbours. It was unanimous, they all said that they would try the food and would be more open to it as the packaging is attractive and interesting.
Evaluation
This brief has been successful in creating pieces of packaging that would entice more people to purchase this brand of food because of it's updated, inviting, bold, aesthetically pleasing appearance. The colours and illustrations connote health and transparency when it comes to the ingredients used to create the foods.These designs are successful in combining the below aims;
- Using natural, fresh colours
- Transparency of ingredients, products and brand
- Clean yet detailed minimal
- Recognisable design which stands out from others
Using the pattern on the inside of the cardboard sleeve itself represents what is on the inside of the food too, being 'transparent' about the ingredients.
As for the logo, it has been re-designed using simple, clean lines connoting professionalism, cleanliness and an overall strong, successful brand. It is now a logo which can be trusted to deliver high quality goods. It is a strong enough logo to be used as the main design, as suggested by Robot Food. It's appearance reflects the natural, organic products whilst also appearing friendly.
Overall, this has been a successful and enjoyable brief. The outcomes are more aesthetically pleasing now than originally, which would hopefully mean that more people would invest. I have learnt new skills, such as;
- How to design packaging
- Design for patterns
- To think about the use of the design inside of the product, not just on the outer
- How to take constructive criticism from professionals in order to design and create something which is of a higher standard which could now be sold in store.
(Side Note: I intend to send this new packaging to the company, watermarked of course, to see whether they would be interested in working with me or at least give me some feedback on the products).
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