Packaging Design, Fall 2017

Kevin Motko
Aug 28, 2017 · 90 min read

Table of Contents

Project 1: We Stand Together

Project 2: Open and Play

Project 3: Jolly Pumpkin

Project 4: Starpack

Project 5: Opioid Addiction Awareness Campaign

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Opioid Addiction Awareness Campaign (Project 5)

12/06/17: Class Twenty-Five

Second Expansion Critique:

What I heard…

  • There needs to be more contrast in the poster (make the picture darker at the top). Add a statistic at the bottom.
  • The motion graphic needs more detail on the paper for contrast. The crayon should fall in one direction, not sway.
  • “91 Americans lose their life due to opioid abuse each day”
  • “Crayola + Shatterproof works toward a colorful future”
  • The logos need to be smaller on both the poster and motion graphic. Use a + and just websites.

What I think…

I agree with some of the points, but will work towards fixing them all. I think they involve fine details that will improve the overall appearance of the expansion.

What I’m going to do…

I am going to fix up the poster first (since they seem like little adjustments) and then work on the motion graphic (little more time will have to go into this).

Final Poster Revisions:

Final Motion Graphic:

12/05/17: Motion Graphic V2

12/04/14: Class Twenty-Four

First Expansion Critique:

What I heard…

  • For the poster, possibly have positive/negative space with color pencils and needles. Or maybe have image of kids coloring?
  • The motion graphic needs work. Have the beginning statistic stronger with possibly 91 or so color pencils falling into a pile (falling from color into gray). Zoom into the pile for the message. Or a scribble motion write the message.
  • Sound effects as opposed to music!

What I think…

I am leaning towards the photograph for the poster. I think having it in B/W will be a stronger connection to the original packaging. We will see! Also, this motion graphic is going to be a struggle, but I’ll get it.

What I’m going to do…

I am going to try to find an image to incorporate into the poster and try to incorporate the message in an interesting way. For the motion graphic I am going to try to make the changes suggested and go from there.

New Poster Trials:

I’m leaning towards the one on the left I think due to the large type. I feel like that would catch your attention (a little more jarring). I do not mind the colored gradient though.

12/03/17: Expansion Progress

Motion Graphic V1:

I tried to make it relate to the packaging as much as I could, and tried to include a “startling” fact at the beginning. However, I’m not sure this is the best solution. Each “scene” seems disjointed and separate from each other. I’m considering cutting the first scene with the fact and focusing on the second half (possibly having the letters of the message come in/fade in at different times, with crayons and other products coming in and switching).

Side note: Stills are used instead of a video due to it now being offline

Poster V1:

11/29/17: Update

I plan on expanding on this project for this course’s final. I intend on a creating a motion graphic advertising this “promotion.” If time permits, I may create a poster that would pair well with the packaging I designed and the future motion graphic.

11/27/17: Class Twenty-Two

Fifth Critique:

What I heard…

  • Has improved! Colors, information, and concept work well!
  • Handwriting isn’t working 100%, maybe lighten it and make the gray background slightly darker.

What I think…

Agreed! Seem like simple changes as well!!

What I’m going to do…

I am going to make these changes and then improve my craft for the revision!

Changes:

11/26/17: “Final”

Crayola: Opioid Awareness
This set of Crayola products brings awareness about the dangers of opioid abuse to kids and their parents. By removing a majority of the color from the front of the packaging the written message about opioids becomes stronger. Dicuts, colors, and other simple design qualities all relate back to Crayola’s identity. This packaging will stand out on the shelves and catch the attention of the average consumer due to the message and composition.
Credits:
Fall 2017, Edinboro University
Art Direction: Brigette Davitt
Design: Kevin Motko
Handwriting: Charlotte Bogdan
Dimensions: 2.875" x 4.5" x .75" (Crayon Box), 3.5" x 8.25" x .375" (Color Pencil Box), 4.25" x 7.5" x .5" (Crayon Box)
Typefaces:
Malloy

Three Positives and a Negative:

  • Concept of opioids taking the color out of life (visually draining the color)
  • Kid’s handwriting stands out and would attract a child’s attention
  • Integration of Crayola’s branding (colors, lines, dicuts)
  • Craft issues!! (back panel/wrapping, and top tab)

11/23/17: Hand Writing

I was able to bribe a six year old to write letters for me by using M&M’s. Hopefully they scan well and make the front look more complete.

11/20/17: Class Twenty-One

Fourth Critique:

What I heard…

  • Has improved! Would stand out on the shelf in a store, color changes/use are good! Maybe add a gradient to the “Keep the color…” phrase
  • The hand type is working for the crayons and color pencil, but seems creepy for the markers (no texture)
  • Focus on craft a little bit more.
  • Watch the margins on the front and back. Also, differentiate the back information between drugs and Crayola.

What I think…

I agree with what was said, but I do hope that I am headed in the right direction. I do think it has approved!!

What I am going to do…

I am going to have my cousin’s kid write the phrase out in each different medium so that I have that as an option on the front. Other than that I may adjust some alignments and try to figure out a better way to craft this.

11/18/17: Second Finish

I do think the design has improved, but craft can still be better! (as per usual) Not sure how I feel about the back yet…

11/15/17: Class Twenty

Third Critique:

What I heard…

  • Incorporate more of the current brand and fix up details (dimples, line width, pencil or marker in corner). Maybe have color text larger on the back?
  • The concept is there, but maybe put “keep” instead of “leave” on the back.
  • Rework the hand done text, maybe use all caps and work with scale/placement. Could be more child like and heavier…
  • Work on dicut craft, should there be one for the crayons box?
  • Increase barcode and shatterproof size (put shatterproof text by the logo). Also, work on pill placement/overlap.
  • The color is too dark/dense, try adding color to it.

What I think…

I agree with most of what was said. I think adding spot colors here and there will help, especially with the back. I think I will redo the type on my own and then see if I can recruit a child to do it on Thanksgiving. The only thing I mainly disagree with is adding a dicut to the crayons box. The original did not, plus if the crayons melt in a hot car then they would go everywhere.

What I am going to do…

I plan on adding more color into the front (a little) and mainly the back. I also plan to rework the type on the front on my own before I attempt to get a child to do it. I think tweaking a few of the details/placements will help as well.

11/14/17: First Finish (Applied)

11/11/17: First Finish (Flat Design)

11/08/17: Class Eighteen

Second Critique:

What I heard…

  • Rephase your message to “Don’t let opioid abuse…” (using life, future, and dream are good variations)
  • You could make the packaging white and make it themed “color your future.” Other than this the first variation is liked the most.
  • Maybe try sticking to the original brand/packaging more (with gray being the main difference). Keep window, have hand done crayon type, and have a stat on the front as well.

What I think…

I was unsure of how to proceed with this project, so I’m hoping this is a good direction to go in. I think I am going to stick with grays and attempt to bring in more elements from the original packaging.

What I am going to do…

I plan making hand done type and scanning it in so that it can be incorporated into the new design. I also plan on revamping the look to make it have a quick view time, with a few more simple stats.

10/29/17: First Designs

Products:

First Designs:

This design focuses on type and getting the message across. I wasn’t sure the best way to arrange the information on the back without it looking too similar to the original packaging. The message does come across, but it doesn’t excite me. Would a child want to take this off of a shelf?

This design uses the idea of a dream job to catch the attention of a kid. I think the diagonal type also helps and adds more movement into the packaging. Should something be said about the astronaut though so it relates a little more?

This design I wanted to pop off the shelf due to the dark gray and have a focus on the product. I think the colors work well, but once again I do not know if a kid would gravitate towards this product. The back is also a little messy.

10/25/17: Class Fifteen

First Critique:

What I heard…

  • Focusing on products too much and not the packaging.
  • Coloring/art supplies has potential. Focus on grays and use the idea that drugs take the color out of life.

What I think…

I was really wanted to go with the art supplies idea so I am glad it was chosen. I also think the taking color out of life concept direction is the way to go.

What I am going to do…

I plan on buying three different products that all relate to this concept (color pencils, crayons, and then either chalk or markers). I plan on doing a little more research and finding facts that relate to kids. I need to figure out a way to make the packaging gray, without it being boring (character of some sort??).

10/21/17: Idea Boards

1. How does it grab attention? My focus for this concept is the idea of art supplies, color, and the way children react to these categories. Children respond to bright colors, so if the packaging is dull/gray then there will be a negative connotation (drugs take the color out of life).
2. How is it effectively directed at the target? Children love art! I feel like this would grab their attention and stick with them (especially when colors are involved).
3. How is the concept on strategy? Drugs take the color out of your life. Maybe I will have some facts on the back or something that would relate to a kid (dream job).
4. How is it benefit oriented? This product will expose kids to an important issue at a young age, provide a message that will stick with them, and still be used for its intended purpose.
5. How does it support the brand? I’m not sure if Crayola would back this idea, but maybe if it was only a short promotion (special edition for a week or month for drug awareness).
6. What is the call to action? This product will allow kids to start thinking at a young age that there are consequences to their actions (more than standing in the corner, your whole life can change). I think this message will help kids to stay on the right track, be creative, and try to keep the color in their future.

1. How does it grab attention? This line of products will change the association made with sleeping habits/drug use (effects on the body). Negative effects will be displayed on a life sized diagram over yourself, creating a surreal layering effect.
2. How is it effectively directed at the target? The concept isn’t super strong for this idea, but if it is something graphic/simple then teens would definitely respond to it.
3. How is the concept on strategy? Products for your body/cover your body at night are something that everyone uses. Why not add the focus of negative effects to your body on these products? Something that makes you feel secure at night, may make you feel uneasy because of the message on it.
4. How is it benefit oriented? It will allow for a cool graphic in their room, a sound message to remember, and “comfort” as they rest.
5. How does it support the brand? There isn’t a set brand for this line of products, but I feel like any blanket company would support something that has a strong and simple graphic quality to it.
6. What is the call to action? This product will allow teens to keep in mind what opioids are doing to their body. Hopefully it allows them to remember to use them responsibly, if at all.

1. How does it grab attention? Not a strong concept here, but maybe if a pattern was used or bold type to catch the eye of the consumer (with a message, spread awareness).
2. How is it effectively directed at the target? Everyone needs these products and they are in plain view throughout the home.
3. How is the concept on strategy? I think awareness is going to be spread through strong patterns/visuals as well as strong/bold facts.
4. How is it benefit oriented? Facts will be easily read and viewed, while still being able to be used for their original purpose.
5. How does it support the brand? I’m not sure how these companies would feel about having a pill pattern on their products, but I do feel like a special edition would be an option. Education is an important thing throughout our society so I feel like these brands would not be 100% opposed to spreading education on this issue.
6. What is the call to action? The call to action would be to make this topic a common conversation piece within the home. That way teens can come to parents about problems and concerns about opioids or drugs in general. It will open a communication doorway and allow for people to be more open with each other.

Final Thoughts:

Not sure how I feel about these, but as of now I am leaning towards my first idea of the coloring book/supplies. Regardless of my choice I feel like I am going to struggle with this project, but I think I will have the most fun with this idea. My second choice would be the kleenex and paper goods while I have no desire to do blanket/pillow idea.

10/19/17: Initial Thoughts

Read:

America’s 8-Step Program for Opioid Addiction
Opioid Addiction Is a Mental Health Crisis, Not a Crime Wave
The opioid epidemic as seen in 6 charts

Response:

I do not have any personal experience with opioid use. I’ve only witnessed the effects of opioids on two other individuals (both involving work and heroin). The first was a cartboy came into work after using, his skin being a weird mix of pale white with a tinge of yellow as well as his eyes being a milky white with bright blue eyes (both elements feeling off and eerie). He continued to act weird at work and then passed out in the manager’s office. Each and every manager rushed there, he had to be given mouth to mouth in order to bring him back, and the HR lady prayed over him. The hospital came in time and I believe he is fine (no idea what his name is or if he was able to get the help he needs). The next situation involves one of my old supervisors. Her son overdosed on heroin and died after being unresponsive for several days. It was very sad and hard to see her go through this, something that could have been prevented and helped. She didn’t deserve to go through this, but neither does anyone else whose family faces this same issue. Also, Riane Telesz calls my high school “Heroin High” (so that’s a thing). Thinking back to when I was a child, the only examples I can think of are Hot Wheels and Disney. I don’t know if that exactly qualifies as “cool” or “fashionable,” but that’s all I can think of at the moment. I use to play with and collect Hot Wheels and watch Disney movies quite often. It was something I enjoyed and their messages stuck with me. Hot Wheels always used bright colors, cool cars, and expressive movements/phrases in their commercials (making me want the product). Disney is the brand of childhoods and something all kids can relate to. I feel like the combination of emotion, entertainment, and relatibility is what makes Disney so successful. I feel like products that are used daily mainly include those in the bathroom, kitchen, and bedroom. The bathroom can go two different directions, both involving hygiene. Toilet paper and paper towels are something that are used daily, as well as you tooth brush, tooth paste, and possibly mouthwash. In the kitchen utensils, pots/pans, and plates are used daily. Finally, you use your pillow, blankets, and electronic devices each day. I feel like this project is going to a challenge for me due to the fact that I do not know much about this topic (going to be hard for me to find a way to relate).

Starpack (Project 4)

11/20/17: Class Twenty-One

Fifth Critique:

What I heard…

  • The donut dicut is interrupted by the push up orange. Maybe have the logo in place of it.
  • Have the plastic be on the inside so that it pushes up easier and doesn’t get caught.
  • Watch your craft! Sides are not perfect and the top/bottom need help…
  • Top design feels too heavy, add white and make it consistent with other areas.

What I think…

I agree, my design stands out but my craft needs help. I think I will make these adjustments (eventually) so that it is an even stronger project.

What I am going to do…

I am going to fix up the top and bottom design wise. I also plan on scanning in my cardboard pieces so that I can make an exact layout that will fit. I do plan on reprinting (eventually).

11/18/17: “Final”

*Side Note: This is another trial of photos after the latest read and respond

Aldi Bakery Tube
This packaging for bakery products allows for the consumer to create their own variety pack and to keep it fresh longer. This is accomplished through a hexagon tube and a bottom that can be pushed up to remove air/extra space. Illustrations of different processes and tools for baking are displayed on the outside, allowing the consumer to think fresh/hand-made products (has an artisan feel). The dicut side interacts with the pattern and allows for the product to be seen, while the colors stand out among other products.
Credits:
Fall 2017, Edinboro University
Art Direction: Brigette Davitt
Design/Illustration: Kevin Motko
Dimensions: 4" x 5" x 9.5"
Typefaces:
HWT Artz

Three Positives and a Negative:

  • The pattern and use of color would stand out in a grocery store and attract the attention of a consumer
  • The idea behind the tube is successful and would be practical
  • Dicuts work well
  • Craft issues!! (top and bottom, sides not lining up)

11/13/17: Class Nineteen

Fourth Critique:

What I heard…

  • Design is great and is working! So focus on craft!
  • Use a lighter material (too heavy right now) that would allow you to fold up the package for shipping (posterboard or thicker epson paper).
  • Book glue will help for the top and bottom of the container (possibly even the tube).
  • Remove the big words from the side of the container and place them on top (have bagels and danishes mixed with the pattern). Rephrase the paragraph!

What I think…

I am happy the at the design is almost there, but I am still concerned about the craft. I think trying the cricut and using a lighter material will help. I am going to work on this early (imagine that) incase an issue arises.

What I am going to do…

I am going to fix the design first and then attempt the cricut on posterboard (hopefully that works!). I am also going to attempt to print on the large format printer directly on the posterboard. Hopefully I can figure out a new form for the tube and make sure that enough of the product is visible.

Read and Respond:

Mockups in a Professional Portfolio

I think using some mocks (depending on the situation) is acceptable. I do not think your portfolio should be made up of 100% mockups, since making the product displays paper choice, exact design choices, and initiative. Having one mock (possibly at the end) displaying how it can be used practically in the world would be beneficial for a client. The photos would show a focus on the design, which is also beneficial for the client.

Window Trial:

Well… I think you get the jist of what it is. Not the cleanest… so maybe include wax paper? I think the window works though…

11/10/17: Second Finish

Thoughts/Issues:

So I do like this design and feel like it has improved. The orange top and bottom unifies the tube as one design and the pattern also helps with movement/interest. However, there are still issues that need to be resolved (mainly with craft)…

  • Dicuts: On the outside you can see some of the marks of where I was trying to cut out (outlines of the shapes). The cardboard chipped away and isn’t the smoothest (sand paper maybe). They also don’t line up perfectly. A possible solution (and why I didn’t think of this in the first place I do not know) is possibly using the cricut. It should at least cut the paper fine, and maybe the cardboard? This is going to take some trial and error but if I can figure it out then it may turn out nicer.
  • Connection: The tube continues to break apart (at the main seam). I have tried tape and a having a paper tab over it. I think one of the main reasons that it continues to break apart is that the bottom is too big (puts too much pressure on that side).
  • Top/Bottom: As mentioned before the bottom is too snug and breaks the tube. The top could also be part of this issue. I need to go back and reconfigure the size of each of these parts (while reinforcing the tube). This way it’ll be “air tight” without destroying the tube. Also, hot glue isn’t helping the top or bottom, but not sure what else would be the best option for adhering the sides to the main hexagon…

11/06/17: Class Seventeen

Third Critique:

What I heard…

  • The barcode is not necessary. Maybe include a sticker instead so that people can write in what they want. Is nutrition information necessary?
  • Illustrations are great! Have more focus on them. Maybe have them in a pattern? Simplify and include the Aldi logo in the pattern.
  • Dicuts may not be necessary, but perhaps having them on just one side would be nice.
  • The top and the bottom of the tube feel like they are a different design (do not relate well enough, feel heavy).

What I think…

I agree with what was said and think that these suggestions will help my design become more cohesive/exciting. I am going to attempt most of these suggestions and see how the design feels.

What I am going to do…

I plan on restructuring the design and making it more pattern like. I also plan on focusing on my craft! (it needs help…) I’m going to try to make this design fun and playful, yet cohesive. I am also going to try to figure out an alternative way to craft this tube.

Read and Respond:

  • I feel like this was photographed due to the overall theme of the environment and it relating to the bottle design.
  • The white logo on black stood out to me. It is simple yet still catches the eye.
  • I think the design does give off the idea of strength, but I am not sure if I get an authentic or honest feel from them. The idea of strength is increased due to the background as well.
  • I think having an image of your work that has an environment that it fits in would help (make it stand out, even as a thumbnail).
  • I think it is a mock up due to the reflections, I’m not sure how convincing the skyscrapers are…
  • I think the difference in scale and the simple “doodles” catch my eye. They are playful and have a sense of movement.
  • I think the idea of little organisms works well for what the product is!
  • I think they look sleek, but the reflections throw me off. So I guess for my projects I would have to be careful to not have any odd reflections.
  • I think this is a photograph due to the unique form (I don’t think there would be a mock up of this).
  • I think the simplicity and the amount of product you see is what stood out to me.
  • There isn’t a strong concept to this, but the simplicity sorta relates. The form allows it to relate to the way a lightbulb is installed.
  • Keep your images simple! Have the focus be on the design/form.
  • I want to say this is a mock up because everything seems very similar/perfect.
  • The way the liquid affects the design/ripples is interesting. As the bottle empties the effect will change and vary.
  • I think the concept is strong due to the composition and the twist of the bottle.
  • Maybe show variation between different components of the project (variation can display and support contrast!)
  • I believe this is photograph due to the composition and variation in boxes.
  • I think the illustrations and the treatment of color caught my eye initially.
  • I think the idea of nostalgia works well and would make this packaging stand out on the shelf.
  • Having everything together in one composition works well, especially if you have each piece highlighted on its own in future pictures.

11/03/17: First Finish

The dicuts on the next edition will go through the cardboard so that you can see the product (with a transparency sheet in between them). The dicuts may have to be moved farther into the center of each side, that way the edges aren’t effected. Craft was an issue on this finish (wrapping is not my thing), so I may do each side as its own sheet. Also, I may make a template in illustrator for a new tube. That way I can print it and know that everything is precise.

10/30/17: Class Sixteen

Second Critique:

What I heard…

  • The “see through” line illustration design has the best concept and visual style. Maybe add more color? (from the logo/store you choose)
  • Maybe use a UK grocery store? Make the logo into a line illustration so that it fits with your design.
  • Have big type on one panel, as opposed to mixing it with the illustrations.

What I think…

I am glad that I have a direction to go in, but I’m a little worried/concerned about how to do the see through idea. Should I have a model made out of plexi glass then print on transparencies? That is going to have a different feel/look as opposed to white paper on cardboard. I also did not hear anything about the tube I constructed, so hopefully that is fine.

What I am going to do…

I plan on finding a new grocery store and incorporating colors from their brand into my design. I also plan on readjusting the illustrations to make it more kinetic and to make it pop (maybe add a couple solid areas of color?). I may make a new container? I’m not sure yet.

10/27/17: Design Trials

Typefaces: DDC Hardware

Brand: Walmart

Idea: This packaging’s goal is to be bright and catch the viewers eye. The color scheme matches Walmart’s brand. The white represents clear plastic that would show the product.

Thoughts: I’m torn on this design. I enjoy the colors and the type is ok, but the other elements do not seem to have too much purpose (not sure how they relate, seem floaty).

Typefaces: ITC Kabel

Brand: Giant Eagle

Idea: This packaging’s goal was to get the idea of homemade and baked goods across to the consumer (the process of a bakery). It is a little more playful and simple, with the white representing plastic.

Thoughts: It has potential but it is too simple! Maybe another color? Bigger, bolder words? There is too much negative space that isn’t charged!

Typefaces: HWT Artz

Brand: No particular brand

Idea: I wanted this design to feel warm and inviting, while still having a sense of fun to it. It reminds me of a Grandma baking (due to colors and pattern).

Thoughts: I really like how the colors are working and the typeface being used. I am not sold on the pattern yet, not sure it is the best option. It may be interesting to see large scale change or making more interaction between type and imagery.

10/24/17: Research and Construction

Grocery Store Research:

Through my search I found that the packaging for each product has wasted space inside (air to let it get stale quicker), minimal infomation, and minimal design on the outside. A thin cardboard (not sturdy at all) with a clear plastic displaying the baked goods is the main form of packaging here. Cinnamon rolls and danishs could also be options for the new variety pack (in addition to bagels and donuts).

Construction:

For this trial I decided to make a hexagonal tube out of poster board, a hinge lid, and then a push up base. The poster board was too flimsy, not a great representation of plastic. The push up base does not stay in place either, additional support is necessary for this to work and stay air tight. The hinge lid isn’t staying down, so maybe a solid lid may be the best bet.

In this trial I used a sturdier cardboard (which worked much better), a lid that goes over the top (air tight), and then a base that is more stable (has “feet”). I feel like this works pretty well and is a practical/feasible size.

10/23/17: Class Fourteen

First Critique:

What I heard…

  • Make sure you look at the website provided in the brief! It is there to help you.
  • Fast food and convenience to go are two separate categories, fast food not fitting in with the brief.
  • Change the donut idea into a general bakery section packaging. So it could be used for bread, donut, bagels, and other goods. Sell the variety idea and make it so multiple sizes of products can be used for it!

What I think…

I am glad that the donut idea was liked (it was the idea I was most excited for). Not 100% sure how I’m going to work with multiple sized products, but I’ll figure it out once I draw out format ideas. I’m a little worried about making the packaging fun, since it is more general now and not just donuts (which scream fun). However, I think depending on the spin I take on it then it can be vibrant and eye catching (custom box for a custom choice).

What I am going to do…

I plan on exploring grocery stores and their bakery sections (making a point to look at their current packaging areas, both prepackaged and those you package yourself). That way I can see a “starting point” and hopefully stray far away. I then plan on sketching format ideas out and figuring out a way to best treat this multi-use package. From there a mock will be made (probably out of thin cardboard at first) and maybe preliminary designs.

10/19/17: Research Boards

I have decided to pursue Brief C in which I will make packaging for a food product that will be concerned with limiting food waste, portion control, and shelf presence. The following displays further research and ideas.

Through my search, I mainly focused on finding packaging that has an interesting form (that has an idea of separation for portion control) and on packaging in which the design interacts with the product. Right now I am really drawn to the beer mug packaging. That to me is quite interesting and eye-catching. I also enjoy each of the images on the right in which the product is used to enhance the design (conceptual). For my packaging, I am leaning towards a baked good theme and food choice.

Both ideas above concern brief c. I like both ideas, but I’m kindof more excited about the donuts? I feel like I may be able to make that more of my own and defend it more when concerning the brief. I also feel like I may get too stuck on the bottom right format for the fast food, since I think that is a very practical and nice way of packaging the product.

10/17/17: Research into the Briefs

The two briefs that stood out to me the most were the limiting consumer waste brief and the tea tin project. Each would be something interesting to work on and I feel like taking on a “food” related project. Right now I am leaning towards a bakery themed brief c.

Jolly Pumpkin (Project 3)

11/29/17: Update

I have already expanded on this project by creating a six pack and a carrier for it. I could use this as a “free pass,” but I would rather expand my exisiting projects and portfolio. I have made a few tweaks to the expansion and will document those changes.

11/17/17: Photo Read and Respond

Rereading both of the articles reminded me several important factors for shooting work. Keeping the focal point in focus is important (which is obvious), but it can have certain affects on the way your work is percieved. Perception also involves your composition, which is also important. Will the project be by itself? With other relating elements be with your piece? A color background? Lighting is also very important. I tried the lighting box before and was disappointed with how the picture turned out. For this next trial I will probably stick with studio lights and try different placements/angles.

11/12/17: Photo vs. Mock-Up

It was difficult to find a mock-up that was exactly what I wanted. I found one that worked with the main label, but then I had to try to put in my bottle neck label myself (which didn’t work out). I personally like the photo better, it has a more personal quality to it . It could be centered a little a better and a little brighter but I still prefer it.

Class Critique

What I heard…

  • The mock up looks nice, except for the bottle neck label. Find a mock that has more elements you can adjust!
  • The picture is a bit dark and off colored, but the reflections are nice.

What I think…

I agree with what was said, but finding mockups isn’t as easy as you think. So I’m not sure. I still think nice pictures may be better, due to scale, craft, and paper!

What I am going to do…

Maybe reattempt a mockup search, but most likely going to take more varied images.

10/16/17: Class Thirteen

Rationale:

Bamboozed
This four-pack encompasses the idea of Halloween fun, mischief, and the light-hearted nature of the Jolly Pumpkin. Bam is an important part to this brand, so I wanted to showcase him as the main illustration (in several mischievous costumes). Each illustration, color choice, and treatment of the type allows for an enjoyable and memorable experience when consuming this beer. The logo refresh is more cohesive due to the sketchy/illustrative nature of the pumpkin and company name, while still having a playful feel.
Credits:
Fall 2017, Edinboro University
Art Direction: Brigette Davitt
Design/Illustration: Kevin Motko
Dimensions: 2.5" x 9" (4 bottles)
Typefaces:
Ranger, Nexa

Fifth Critique:

What I heard…

  • The caps could be metallic with a white version of Bam
  • The illustration side and the text side do not relate well enough, seem to be for two different beers. Maybe you could add an illustrative line or change the text for the type of beer it is to the bold headline typeface.
  • The craft on the neck bottle label is a little off. You also cannot read the alcohol content text. Maybe there should be an element on the back of this label.
  • The frame for the illustration seems to be a little tight, maybe slightly extend the arch above and below the label.

What I think…

I see some of the points that were made, but disagree with other. I disagree with the caps, but if anything they could be a little less vibrant. I know the neck bottle label needs work, especially with legibility. Also, I am not sure how extending the frame above and below the paper will look but it may be worth a try.

What I am going to do…

I am going to adjust my bottle neck labels and see if I can find a template online. I also plan on making the text on there larger. I will try the Ranger typeface with the body copy and maybe an illustrative line. I may try to adjust the caps, but I do not want them to look more clumpy.

10/14/17: “Final”/Chimera Entry

Final Logo:

10/12/17: Class Twelve

Fourth Critique:

What I heard…

  • Sketchier white logo works the best, but maybe make the white stronger/heavier.
  • The banner works and sets the type apart. Make it wider and larger (including the text, hierarchy needs improved slightly there).
  • Bamboozed and the beer name should not be the same.
  • A drop shadow or a faint texture behind the frame would help set the illustration apart from the rest even more.
  • Increase the column size of the body copy, this will allow for more space.
  • Possibly use a gray cap with either a white or colored dog.

What I think…

I think the suggestions that I was given will allow me to improve the final details that I need to work on. I will give most of them a try (I am a little stubborn on keeping the caps the same because I feel like it gives each one a little more personality).

What I am going to do…

I am going to place the new logo (after I make it heavier) onto the bottle neck label. I will then work on the illustration area, in which I will try adding a little more sketchiness into the background and adding wider/colored banners. I will also adjust the type on the back of the bottle.

10/6/17: Second Finish

Logo Revisions:

Not sure how I feel about it, but I am leaning towards the bottom left or right. No sketch vs. All sketch…

10/3/17: Second Finish Work

New Logo:

This is the newest version of my logo. I tried to incorporate the idea of the letters interacting with with the pumpkin while still trying to have the feel to the original logo (similar pumpkin, sketchy type in some areas). The various colors could be used on the corresponding bottle, but not in everyday purposes! (hence why there is a dark gray and white version).

Labels:

I tried working as simple as I could and focused on color, legibility, and an illustrative quality. Color defines each bottle, highlights certain text, and draws the eye to the illustration. The illustration adds to the sketchy feel of the company and lines behind the frame add to this feel as well. The text has been simplified and placed in one column (allowing for the viewer to read it with ease). The labels for the bottle necks are still up in the air. Right now they have the colored versions of the logo but if you cannot read the alcohol content when printed on the EPSON then I will be using the white logo for each bottle.

10/2/17: Class Ten

Sarah Bennett’s Analysis:

1. Typography
Number of typefaces used: 3
What are the type styles communicating, what are their purposes?
The logo typeface looks hand-done, and adds to the creative artisan quality of the brand. The header typeface feels western, would work for Bandit Bam but not sure about the others. The body copy is simple which is a nice break from the illustrations and header typeface.
Does the type fit comfortably in the space provided?
Yes, but I think you need more space between headers and body copy.

2. Company Branding
Size and placement of the logo: I think it works, it’s large enough to read but not too large that it competes with other elements.
Is cohesiveness established between the logo and other design elements? How? If not, how can this be improved?
I think they work together because both have an illustrative quality. Maybe the logo needs just a hint of color to make it more cohesive with the rest.

3. Color
Number of colors: 3 per bottle
Describe the color palette and what it communicates.
They’re primary colors (except green), which gives it a feeling of fun I think.
Is color cohesive throughout the four labels?
The colors work well together and are used in the same ways on each label, giving consistency.
Is it used to aid the viewer in identifying any product characteristics?
The fun feeling it conveys (to me) could go along with your underlying theme of a mischievous dog. Perhaps a little too playful for beer drinkers?

4. Grid System
Is content centered? aligned left/right? Are columns used? Margins? Axial Relationships? Left-aligned columns, good alignments, header a little close to top margin.

5. Visuals
Illustration? Photography? Pattern? Texture? Describe: Illustrations of Bam, playful but creepy in a way? Makes logo and label work well together though. Does the background have a texture? Could be slightly more prominent if so.
Are visuals used to assist in organizing content? Describe:
The Bam illustration doesn’t quite relate to the text, maybe text could wrap to follow contour of the frame around Bam.
What do the visuals communicates about the product/brand?
Again, I get a playful feel. But it also adds a creepy quality which is probably good considering the brand.

6. Label Shape/Paper/Substrate and Bottle Form/Size/Materials
Quantity/Size/Shape/Type of labels: Body and neck labels; fits bottle contour; pretty straightforward, but if you’re cramped for space maybe explore a hang-tag :)
Paper Stock Finish, Color, Weight:
What paper stock are you interested in? A white will help maintain the fun colors if that’s your intention.
Relationship to concept?
A white stock will keep it light-hearted. Maybe a di-cut of the top of the Bam illustrations will make it more interesting/fun?
Aid in organization of information?
I think the information is in all the right places, but like I said a hang-tag could help if you would like to really open things up on the body label (not that it’s crowded).
Bottle and label(s) appropriate size/fit
Yep yep!
Bottle shape and material(s) relative to concept/product?
Yep.

7. Design Elements & Principles
Identify and describe any of the following used in the design:
Elements: LINE (yes), SHAPE (yes), PATTERN (no), TEXTURE (maybe?), SPACE (no), DEPTH (just in illustrations?), COLOR (yes)
Principles: BALANCE (background behind Bam may be too dark/heavy), CONTRAST (then again, it creates contrast), DIRECTION (I read the type in the proper order…?), DOMINANCE (good hierarchy), PROPORTION (yes?) , RHYTHM (between bottles, because they’re consistent), UNITY (yes)
Then, identify areas of the design that could benefit from use of any of the elements/principles listed above:
A (stronger) texture/pattern will help the labels feel less flat.

8. Content
How is the content organized on the labeling system? Hierarchy is apparent.
Where is content located (front, sides, back, lid, or bottom of packaging)?
On the body and neck, I think it works. Hierarchy of Information (what do you read 1st, 2nd, 3rd…), Is it appropriate? Yes…I see logo/name of beer, then secondary information such as missions statement.

Sam Smith’s Analysis:

1. Typography
Number of typefaces used: 2
What are the type styles communicating, what are their purposes?
The type styles are very contrasting in weight. I think the display type is working well.
Does the type fit comfortably in the space provided?
I think the type can be spaced out more, and the type size can be bumped up a point or two.

2. Company Branding
Size and placement of the logo: I think that it is large enough to read, and I think it is a good placement.

Is cohesiveness established between the logo and other design elements? How? If not, how can this be improved? I think that the handwritten looks awkward and out of place compared to the bottle. I don’t know if handwriting needs to be incorporated into the design of the bottle. I think that the logo looks too much like a new logo rather than a redesign. I also think that there can be more hierarchy in the type.

3. Color
Number of colors: 4 main colors
Describe the color palette and what it communicates.

It communicates that the bottles are lighthearted and fun. They correspond with the illustratiuon.
Is color cohesive throughout the four labels?

Yes.
Is it used to aid the viewer in identifying any product characteristics?

Each bottle is assigned a color, so I think that the color fulfills this purpose.

4. Grid System
Is content centered? aligned left/right? Are columns used? Margins? Axial Relationships?

I am not sure how the grid system is working as is, but the two colomns of text are reading as one because the second column is so close to the title.

5. Visuals
Illustration? Photography? Pattern? Texture? Describe:

Illustrations work well together, and the style of the illustrations work, but I don’t know how I feel about the flat color outlines. I think it feels disconnected from the illustrations.

Are visuals used to assist in organizing content? Describe:

I am not sure if the illustrations are helping organizing content….I think it is just used as an identifying element for each bottle.

What do the visuals communicates about the product/brand?

The visuals communicate that the brand is fun and lighthearted.

6. Label Shape/Paper/Substrate and Bottle Form/Size/Materials
Quantity/Size/Shape/Type of labels: N/A
Paper Stock Finish, Color, Weight: N/A
Relationship to concept? I am not sure if the dicuts are necassary..I am still not sold on the frames.
Aid in organization of information? Allows for easy information organization.
Bottle and label(s) appropriate size/fit: Good.
Bottle shape and material(s) relative to concept/product? Good.

7. Design Elements & Principles
Identify and describe any of the following used in the design:
Elements: LINE, SHAPE, PATTERN, TEXTURE, SPACE, DEPTH, COLOR
Principles: BALANCE, CONTRAST, DIRECTION, DOMINANCE, PROPORTION , RHYTHM, UNITY
Then, identify areas of the design that could benefit from use of any of the elements/principles listed above:

I think that the dog could be in a different shape, and I think that the backgrounds could benefit from some texture.

8. Content
How is the content organized on the labeling system?

There is information on the main label and also on the top label.

Where is content located (front, sides, back, lid, or bottom of packaging)?

They are located on the middle top, and the right side.

Hierarchy of Information (what do you read 1st, 2nd, 3rd…), Is it appropriate?

The hierarchy is appropriate, but I think it could be pushed more.

Third Critique:

What I heard…

  • Continue to adjust the logo. The type needs to be refined more, the vines are unnecessary (unless incorported with the type), and work on the color choices (gray bottle neck logo with the logo smaller/reversed out in either white or the main color choice for that bottle).
  • Try moving Bamboozed and the beer name within the illustration frame. This will free up space on the label and allow you to make one column of readable information. Maybe draw the shading behind the type?
  • Make the illustration and frame smaller. Make the flat color have texture to allow for it to have more dimension. Possibly add shading?
  • The bottom of the label is heavy and the margins are off, make even spacing on the top and bottom (moving the text will help).
  • Add color to the bottle cap and possibly a little dog icon.

What I think…

I am excited that I am headed in the right direction and I think the suggestions that I was given will help increase the overall feel of my 4-Pack. I am going to try each suggestion and see how it looks (make sure it isn’t too much).

What I am going to do…

First, I am going to readjust my logo and try different color treatments to it. Then I plan on adjusting the main label. Starting with adjusting the main illustration and adding the type within it (as well as texture/dimension). I am going to continue to adjust everything and try to keep the same feeling that I currently have (playful, light-hearted, and focused on the illustration).

Read and Respond:

Through these resources I found labels that I thought related to my current piece and issues that I am having. Each of these examples have an illustration as the focal point and then type around that illustration. That was one of my main points of feedback today (to have Bamboozed and the beer’s name by Bam). I thought each of these demonstrated that in a professional and interesting way. The Astra labels use the text in a boxed off and diagonal fashion (which may work for me?). I like the simplicity of the second example. It just has the fighter, title, type of drink, and lots of negative space (simple and effective). The third (Naga Knockdown) is playful and quirky, which is something that I am trying to show. The final example is jsut very nice to look at! The text and imagery work very well together and relate. They do not compete or seem out of place.

10/1/17: Newer Labels

For this label I took Brigette’s advice to make the focus on the illustration. I tried doing that through framing it (not sure how I feel about the dark gray). I then used a bolder display type for Bamboozed and the name of the beer. This type choice is a little more fun and dynamic without taking away from the illustration. I then used a simple column system and typeface for the body copy. It is hard for me to work simple so hopefully this accomplishes that! I was not sure how I would like the labels printed (since it is flat on the screen), but I like how it looks on the bottles. Also, I attempted a new logo. Not sure how I feel about it yet.

For the new logo, I tried bringing it back to more elements from the current logo (since I previously refreshed too much). I think this relates more, but can be cleaned up a little bit. I used the same illustration style as the Bam illustrations and drew the text (yes I need to fix the U in Pumpkin). I also think the contrast in the black and white logo is way better than the colored version.

9/28/17: New Labels

Each column is one set of bottle labels. Across the board they all relate, but have subtle differences. My thoughts are described down below…

Column 1:

This was my original idea. My focus was having Bam in a costume and then having an element in the label relate to that particular costume. In this version I am using visual substitution and color to demonstrate a relationship. I changed two letters within “Bamboozed” into symbols in order to created another element (Ex. Tumbleweeds for the Cowboy costume). I feel like the Cowboy and Criminal costume labels are the most successful with this. I also feel like color is working well (connects costume to Bamboozed to the line at the bottom), but it may make the title of the beer hard to read. My other concern is the body copy. It was difficult to arrange so I tried using alignments and thinner columns so that the consumer would not have to constantly turn the bottle. The negative space may be a bit much, but maybe a warmer/light tan paper would help.

Column 2:

This set has the same composition as the one prior. However, I am using color in a different way. The background is no longer white and now has a “grainy” version of the main color (grain relates to the way the illustration is drawn). I kind of like how Bamboozed is in white, it has a nice feel to it. This with the colored background makes the label almost have a more playful feel to it. I do worry about white body copy, but I felt like there was a better chance of reading that than using darker body copy.

Column 3:

This final trial is using a pattern of the symbol from the original visual substitution idea. It is in a light opacity in the background so that it is there, but not taking precedent over the information. This is another alternative to having a lot of white space (like the first column). In the headline the word Bam is in focus, which is a nice touch but it adds to the cluttered feel of this set. I’m torn between how I feel about the body copy. On one hand it is simple and organized, on the other it may be too blocky/separated.

*Overall Note: The main logo for Jolly Pumpkin, alcohol content, and where it is made are all pieces of information the bottle neck label. The background of each label relates to that set. Also, I am not sure what is the best option to arrange the information (right now they are diagonal along the logo space).

9/26/17: Illustration Revisions

I changed the style of the pumpkin to something more imperfect/natural like the original logo. This style also matches my illustrations of Bam. The font is now based on Goudy Old Style because it has a similar feel to the type used in the original logo. The top two use this typeface in its original form and the bottom two are hand done versions of Goudy Old Style.

Yesterday I narrowed down my ideas and theme for each bottle…

  • Bam Noire is considered to be the “dark side” of Bam and mischief was one of the words in the beer’s description. For this I thought that a criminal (Al Cabone) would be the best fit for a costume on this beer’s label. The number on the paper is the zip code for the Brewery. This bottle’s color theme will mainly be orange and I may try to incorporate handcuffs, a ball and chain, or another jail reference.
  • Bam Biere is the classic version of their beer so I took this as an opportunity to create a costume that matches their core values/vibe. I made Bam into a Hula Girl since “Hawaiian Time” is a theme of the Jolly Pumpkin (Alohound). I may try to include Hawaiian words and possibly imagery into the bottle label (surf boards, waves, sea shells are all possibilities). Green is going to be the main color for this bottle.
  • Bamarillo just sounds like a western name, so a cowboy was a natural fit for the costume (the good, the Bam, the ugly). Reading the description for this beer the story of Bam taking a journey and riding an armadillo really stood out to me. Ben was the armadillo’s name, which is on Bam’s Sheriff badge. Blue is the primary color for this label and a tumbleweed, lasso, and armadillo are possible additions to this label.
  • Weizen Bam is a traditional German beer. Instead of doing lederhosen I decided to base this costume off of a Grimm Brother’s fairytale since they are German. I chose Little Red Riding Bam… I mean girl. As you can guess red is the main color for this label. A beer bottle is referenced in the basket and I may try to incorporate other nods to the story (this one isn’t as obvious as the others).

9/25/17: Class Eight

Self Analysis:

What issues did you identify in the existing Jolly Pumpkin logos? How did you address these issues in your logo refresh?

The Jolly Pumpkin logos are used very inconsistently and are quite busy. There is a lot going on like skeletons, vines, wheat, pumpkins, and the type. Overall I thought that the pumpkin was the most important element to keep (since pumpkin is in the name). In my final logo I decided to have the focus be on a carved pumpkin with the type next to it. This clears up the vast amount of elements to look at and makes the brand more defined.

Did you include all required content in your logo design (Jolly Pumpkin Artisan Ales Sour Est 2004)?

Yes, each of these key words are incorporated. However, I did combine Sour and Est. 2004 into “Sour since 2004.” JP is in the pumpkin and to the right of it is the rest of the words important to the brand.

How does your logo refresh incorporate existing brand style and visuals? How can you improve stylistic coherence in your next revision?

This logo refresh mainly incorporates the pumpkin and the “imperfect” look of the original text from the Jolly Pumpkin logo. I have made it more playful, since the brand is very light hearted and friendly. The typeface is a slab serif with a casual feel and using orange makes it feel more casual as well (there is a black and white version as well). I feel like maybe using the black and white version may be more coherent with the brand. Also, the pumpkin and text may be too separate from each other.

How is your concept communicated/reinforced through the following:

Content Clarity and Simplicity
This product is for people who enjoy consuming beer and trying different types of beer. The Jolly Pumpkin is the brand behind this line of beer. They are a very light hearted brand with a focus on making their beer labels memorable. For me, I want the consumer to remember the individual beer label and their experience with it. My theme is mischief and having Bam the dog with costumes/disguises is a nice and unique way to incorporate this idea.

Branding
I have placed my logo refresh on the bottle neck label. This way it can stand on it’s own and not be distracted/distorted in the main lable. I feel like having it in this position is prominent enough because it is right by the cap (front and center).

Typographic Style and Hierarchy
Hatch was the typeface used in the logo refresh. It is a nice slab serif typeface that I think holds up the casual nature of the brand. Jolly Pumpkin is slightly larger, on top, and in orange (scale, position, and color differences). The information is read from top to bottom being Jolly Pumpkin, Artisan Ales, and Sour since 2004.

Supporting Visuals
My concept is now focused on mischief and disguises with Bam being a staple in that idea. I have created an illustration of Bam to have on the actual label and costumes on a piece of transparency that will overlap him. That way the consumer can change his disguise/costume while they enjoy their beer. I feel like right now they are overshadowing the typography so the type will need to be improved and made more practical. I feel like the style is appropriate since the brand is playful and halloween based.

Grid System
Right now my bottles do not have a strong grid. I am relying on alignments right now. Once I have a way to treat my text nailed down I will figure out a grid to carry through each bottle. This will assist with being able to read the text and with moving the transparency around the bottle (make it more practical).

Color Palette
Each bottle is going to have a different color that it is focused on (right now I am thinking orange, green, blue, and red). This color will be incorporated into the text. They each will have a similar tone so that each of the bottles will be unified. I feel like having one color in the text per bottle will bring more of a focus to the costume and mischief aspect.

Label Format
I am using three labels. One main label to have on the bottle, one transparent label to have on top of that label, and then one label for the bottle neck. The main label will have all the information on it except the logo (which is on the bottle neck). My main labels are 3.5 by 7.5 and fit well on the bottle. I feel like the label is large enough, but the items on the transparency block that information

Paper Stock
I’m thinking I will use plain white paper in order to have the information be read clearly. I do not see why there will be an issue having it adhere to the bottle (strong tape or glue?). However, if it is not on there well enough the transparency layer will move it/rip it. I think have plain light paper will be the best bet for clarity sake.

Bottle Material/Design/Structure
I think using a brown bottle works well with the concept. If I use a white paper then it and the transparent layer will stand out from the brown bottle. I think the volume and other aspects are correct.

Second Critique:

What I heard…

  • The group thought that the logo was most successful in the black pumpkin and orange pumpkin/text. However, the lines under Jolly Pumpkin may not be necessary.
  • The logo is refreshed too much! Maybe draw it by hand in a similar way to the Bam illustration (his illustration style works!).
  • The Bam costume concept is the way to go. If you stick with the transparency only have two costumes so that the type can be read in a column (would be more practical). If you eliminate the transparency just have one costume!
  • The bottles should be themed more, justify the costume choice!! Theme Bamboozed possibly too to make it stand out.
  • The bottle neck label should be printed on paper so that the logo can be visible.

What I think…

I agree with what was said. I am glad that everyone likes my new direction! The information on the bottle was an after thought after the illustration (mainly because I wanted to see how the second layer would work). If I eliminate the second layer then that would free me to do more with the type and illustration (equal time and treatment on all elements). It would also give me more of a chance to theme each bottle (and possibly use those key words from my past concept to narrow down a costume/ “theme”). I am a little disappointed about the logo, but I know that recreating it will unify my pack’s identity, be in line with the project’s idea of a refresh (not redesign), and relate more to the Jolly Pumpkin’s current logo.

What I am going to do…

I am going to draw my version of the Jolly Pumpkin logo in a way similar to the Bam illustration so that it lines up more with the current identity. After that I plan on nailing down four themes and costumes the bottles. That way I can plan out the illustration, treatment of type, and different quirky elements to incorporate into the label. I also think I am going to try more typeface trials and work on scale/hierarchy for the label.

Work Period:

  • Answered questions from the beginning of class and the crit questions
  • Discussed my project with Brigette
  • Started thinking about the logo illustration
  • Costume/theme planning

9/21/17: Work Day

Logo:

With the variations of the logo I decided to go with the JP Pumpkin. I liked the style of the pumpkin on the right the best with the type of the logo on the bottom. Below you will see the rendition of this on the computer.

I am happy with how this logo looks. The pumpkin is now more organic and has a friendly feel to it. I am leaning towards the second logo, the one in which the pumpkin is mainly in black. I also believe that the orange pumpkin and text could be a nice option for the logo if it needs to be in color for a certain promotion/product. I am worried that the type may be too separtate from the pumpkin, but I feel like the lines connect the two elements in a subtle way. The typeface for the information is Hatch.

Bottle Label Thumbnails:

At the beginning of my thumbnail process I was sticking to the idea of not making Bam the dog a focal point and making important words about about the company and that beer be the main design aesthetic and focus. However, the more I worked with this concept the more I realized that I am not very excited with it (even though I still think it can have potential with the right layout and design). From here I was thinking back to the first critique and how the name is now Bamboozed (coming from the idea of Bamboozled). The word mischief came back into my mind and the question of how I can incorporate a mischievous quality into my labels. I thought about creating different illustrations of Bam doing bad things relating to dogs, placing a prank to pull on your friends while drunk on each bottle, and even creating a second label that goes on top of another. The idea of two labels stuck with me. It could hide information, disguise real information, or even just add another layer of context (and an interactive quality!). I think from here I am going to move one with two labels involving my first concept and then two involving the idea of mischief (that way I can see which concept is the most successful). Also, I am still thinking of having a label for the neck of the bottle with the Jolly Pumpkin logo on it. The dimensions of the main label will be 3.5 inches by 7.5 inches (may add .25 inches for overlap).

Label Ideas Refined on Computer:

Typefaces: Bebas Neue and DIN Alternate Bold

Color: Red

Concept: This label is revolving around the idea of using the words most important to the company and this particular beer in an interesting/collaged way. The word Bam has a sense of power to it and an association with movement (which the words in red are just beginning to portray).

Thoughts: I like how the composition is working (my eye continues to move around). The typefaces used in this label are probably my top choices as well. I also like how Bam the dog is created from the words of the company, since he is an important part to the brand.

Typefaces: Rift and Geared Slab

Color: Blue

Concept: This label also using the idea of using the words most important to the company and the beer. This time it is more organized and using layers/opacities to create an interesting background. Bam the dog would be a dicut in this design. This option is a little more sophisticated than the last.

Thoughts: I enjoy the relaxed feel to it and the contrast in position/direction for the text. The opacities add an interesting feel to it, but I worry about legibility (is it important though if it is not the main information?). Definitely has potential, but isn’t making me say wow.

Typefaces: Abraham Lincoln and Interstate

Color: Green

Concept: The first label (the one that says Bamboozed) will be printed on vellum, while the second will be on regular paper. The main idea behind this was mischief and distorting information. The vellum label will cover the other, changing the information that you will be able to see right away. You would have to removed the Bamboozed label in order to reveal an interesting design and further information. A dicut and the different words will add an interesting effect (I think?) when looking through the vellum.

Thoughts: This is my least favorite idea on the computer. The typefaces do not work well together and the composition does not excite me. The second label idea when comparing it to mischief could be really cool, but this isn’t it.

Typefaces: Henderson Slab and Mrs. Eaves

Color: Orange

Concept: Mischief and Bam have taken the front stage to this label. The label on the left will be printed on a transparency and then layered on top of the second label (the one in the middle). The transparency will have three mischievous costumes for Bam. The consumer can turn the first label in order to pick the costume for Bam. Mischief, Halloween, Bam, and other “easter eggs” will be incorporated into the costumes and bottles.

Thoughts: I am really excited about this idea!! The more I thought about it the less I liked my original concept of using mainly typography. I feel like this idea strikes more at the company’s core and is something that I think I will have more fun with. A concern I do have is showing the information. I did not want the label to become too cluttered, since there are two layers visible at all times (unless you take the top off). The type is just there. Bam Biere will be visible at all times which is a plus. The packaging will be more fun, light-hearted and mischievous, as well as interactive. It would also pair well with my version of the logo (the carved pumpkin vs. costumes… two Halloween traditions that I actually like!).

9/18/17: Class Six

First Critique:

What I heard…

  • The logo with JP in the pumpkin has the strongest concept. However, it doesn’t feel carved (too flat) and the text may be too small (in proportion to the pumpkin). Increase the text size and make the JP feel more organic (possibly add perspective to it).
  • Best name is Bamboozled, maybe change it to Bamboozed.
  • It’s ok to not theme it around Halloween, having the dog Bam as a theme is 100% okay. The concept needs built a little more, but make it your own!

What I think…

I did not have a preference with which logo was chosen, so I am happy with reworking the JP pumpkin. I do agree with the adjustments that were suggested. Bamboozed is also a good adjustment to the name (thanks Shelby!). It combines the idea of Bam and alcohol in a nice way. I do think I need to build a more cohesive idea. I feel like I was all over the place today. But I do know that I am going to focus on FUN!

What I am going to do…

I plan to make the JP pumpkin a little more dimensional and possibly moving the text to the side, so that I can increase the scale. I am also going to stick with the name of BAMboozed. I also plan on brainstorming more on my concept and building on the idea of mainly using typography and strong/fun words.

9/13/17: Logo Refresh and Concept Discussion

Logo Refresh Thumbnails:

For my thumbnails I focused on having a pumpkin be the focal point of the logo (since the original is kind of busy and pumpkin is in the name!). Most of my sketches have a chipper (or jolly if you will) pumpkin so that it carries through with the brand. Some of the thumbnails have vines incorporated as well as just JP. Some work better than others, and some seem childish (which beer is fun, but it should not have a kid friendly feel to it). The three sketches that I think have the most potential are refined and down below.

Each of these sketches have their pros and cons. The first logo (JP Pumpkin) has interesting positive/negative space, but almost has a business feel to it (like a pumpkin corporation). The second logo (top right) has a nice flow to it with the focus being on the company’s name, but “Est. 2004” and “Sour” feel like afterthoughts. The third logo (bottom) has a nice simple quality to it, but almost feels too confined (without the box then the logo would not work, the pumpkins would be floating!).

Concept Board:

My four-pack is going to be based off of the word Bam! Bam is a Jack Russell Terrier that is very important to the history of the Jolly Pumpkin, and he has many beers named after him. I have chosen four: Bam Biere, Bam Noire, Weizen Bam, Bamarillo. Names that I am considering for this four-pack include…

  • The Wham Bam Pack
  • BAMboozled
  • Man’s Best Beer
  • A Man Walks into the Bar… BAM!

Humor is a big part of this company (they are very laid back) so I feel like each of these names would work with their identity. Bam (the dog) is the main focal point of the label for each of his beers. For mine, I want to make reference to him without making him too front and center. I plan to either accomplish this through a dicut in the label or having just a figure image of him a color (depending on the composition). I have also found that I like the look of bottles that have two labels (one main label and one on the neck of the bottle). I think having the Jolly Pumpkin logo only on the neck bottle label and then the rest of the information on the main label will be a nice touch. I want to use one, maybe two, colors for each bottle (not including tints/shades of that color). This way each bottle will stand out and have its own identity (also the colors should look nice on a brown bottle, going to go to Giant Eagle and view bottle options soon). I think a textured paper could be interesting for a label, but right now I am thinking a bright white may be the best option (especially if the labels are busy). Right now I am torn between two different visual styles. On one hand I think bright colors in a zig zag shape has potential (would catch the viewers attention), but I am afraid information will get lost on it and it will be too obnoxious. The other visual idea that I have is mainly typographic. Each beer has a story and the company has many important phrases to it (many being Hawaiian). Behind the main information maybe I can have a “collage” (layering may be a better word for this) of words important to the company and that beer. I think this may provide for additional information, an interesting layer/texture, and a sense of depth (especially if it is in a nice color). If I go with this visual idea, I may have some of my main information move vertically. That way it stands out and catches the viewer’s eye (change in position/orientation). Below I have a list of some of the word’s important to each beer and the company…

Purchased Bottles:

These bottles were chosen mainly due to them not having a preexisting logo on it, for having a brown color, and for not being able to be identified with any particular brand. This bottle also has a label on the bottle neck, which will help me decide on placement and dimensions for my own. Hopefully my label will stand out and be more pleasing than this one!

9/12/17: Research

Open and Play (Project 2)

12/07/17: Final Changes to Expansion

12/06/17: Class Twenty-Five

Second Expansion Critique:

What I heard…

  • The beach box looks little too much like bacon and eggs. The little lines do not appear on the original box (wifi feels?). Make the lines match the original box (thickness wise).
  • Two shades of blue (beach and original) vs. green. Too similar vs. too different? (make the green more teal). The track lines need more color variation.
  • Craft is better with the glue, but add a little more space to the hinge and flap.

What I think…

I agree with what was suggested after some consideration and discussion. I think these changes will improve each box overall and how they work together.

What I’m going to do…

I am going to work on the colors first and line adjustments. I am then going to extend some of the tabs slightly to hopefully improve craft. Then crafting… wish me luck.

12/04/17: Class Twenty-Four

First Expansion Critique:

What I heard…

  • Beach one is good! Focus on Dinosaurs
  • Adjust the yellow in the dinosaur box, add more movement, vegetation?
  • CRAFT CRAFT CRAFT

What I think…

I agree the dinosaurs needs help, so I will try to adjust the changes suggested. I know my craft needs help, so I am going to try to use book glue the next time… hopefully the new one turns out.

What I’m going to do…

I am first off going to adjust the dinosaur design. After that I am going try to make a new box. And hope for the best!

Variations:

12/02/17: Expansions

Not sure how I feel about these yet. There are elements to both that I like but some things just feel off. Will be interested to see how well they work with the original as well.

12/01/17: Box Construction

11/29/17: Update

I can’t believe I’m saying this, but I’m expanding this project. Even though I struggled with the craft I intend on making two (yes TWO) more boxes. The original Track Pack had a very much traditional Hot Wheels feel and vibe to it (mainly through colors). I think now that I have the design and format figured out I can expand my idea into more concise themes. With the themes in this case being beach themed as well as dinosaur themed.

10/18/17: Class Fourteen

Rationale:

Hot Wheels: Track Pack
Hot Wheels Track Pack is an exclusive four-pack that allows the packaging to become the track! By cutting down waste each part of the packaging can be used as a track piece, ramp, or even a ring of fire. The packaging uses geometric shapes and Hot Wheel’s bright colors in order to capture the attention of the common consumer. This product will give children timeless fun and allow their imagination to expand.
Credits:
Fall 2017, Edinboro University
Art Direction: Brigette Davitt
Design/Construction: Kevin Motko
Dimensions: 7.5" x 5" x 2.25"
Typefaces:
Futura

Sixth Critique:

What I heard…

  • Use an EPSON paper so that the colors are brighter and relate more to the Hot Wheels brand.
  • Continue to work on your craft. This would include sandwiching the plastic inbetween the paper and making the top panel flow to the back (making it seamless).
  • The flap is working with the information, but needs to be sturdier and have a direct fold.

What I think…

I 100% agree with all that was said, especially when it comes to craft (this has never been my strong suite).

What I am going to do…

I do plan on revisiting this project and trying to make the colors brighter (through paper choice) as well as improving my craft (practice makes perfect).

10/14/17: “Final” Packaging

10/12/17: Class Twelve

Fifth Critique:

What I heard…

  • Choose how you cruise is too hard to read (Thanks Shelby Kirk)
  • Have the top of the box be more cohesive with the bottom. Only have a few flames on the sides, but then have some lines carry up to the top of the box
  • There isn’t a lot of space to work with on top, add a flap over the plastic! You can blow the Hot Wheels logo up and add more information inside the flap (about the track pack and product in general).
  • Have a little dicut on the white paper, so that you know to life it up to reveal more track.

What I think…

I think the suggestions I was given will help the final box to feel more unified and to stand out more. The top of the box was what was giving me the most difficulties so I feel like the solutions above will fix that.

What I am going to do…

I plan to work on the top of the box and to add the extra flap right away. This way I can move around more information and have room to plan how everything is going to look/fit. I also plan on just leaving some fire on the edges and on the inside. I feel like add these few details will help to fix this packaging.

10/10/17: Fire Trials

Still not crazy about it, the bottom left is the strongest in my opinion as of now. However I do think that a framed off rectangle of fire with perhaps a gradient within the fire may be the best route to take.

10/6/17: Second Finish

10/5/17: Second Finish Work

New Box:

This new box has a hinge system on the back. It is also primarily held together through tape. This is due to the last mock have bubbles due to the hot glue. It may be a little less stable, but once the paper is adhered to it then it should be good to go.

New Design:

I like the feel of this design. It is modern, has movement, and catches the eye. I am not 100% sold on the ring of fire yet, but I think it will make a difference once it is on the box (not sure it relates well enough to the bottom portion yet, but it is a good idea). I also left the inside more simple, so that way it is not competing too much with the outer design. I printed a rough draft and cut/folded it to see how it fits on the box (without adhering it). I made adjustments because quite a few measures were quite off. Hopefully these changes worked and the second finish print will turn out nicely.

10/4/17: Class Eleven

Fourth Critique:

What I heard…

  • The top should be a RING OF FIRE!!! Flames continue to the edge at some portions (framing).
  • Have a back page for the ramp (just white possibly, or maybe colors that make the cars pop).
  • Maybe a clearer plastic (plexiglass maybe).
  • Make the back of the box a hinge system, remove the little corner pieces.
  • Simplify the design to unify it! Add little scissors on the perforated lines. Use main colors and design elements throughout.
  • Just have the cars on the front, logos on bottom.

What I think…

I am happy that I am headed in the right direction and I believe that these suggestions with help to unify the design even more. I am excited about where the design is headed (it is different from what I have done before). I am still a little worried about the craft, but I am going to try a trail or two before the second finish (I am going to be generous with space!).

What I am going to do…

First I am going to remake my box adding the hinge system and an eighth of an inch to each side (so that it has space to breathe). Then I plan on adjusting my template and design around that. I plan on focusing on color, composition, and overall practicality.

Read and Response:

My current strengths with my packaging include the overall form and the compact way everything fits together. However, it can be improved through the corner pieces and the way the outside is wrapped. I am going to replace the corner pieces with a hinge system. I also plan on adding a little extra space to each side and the tabs so that it may wrap a little easier. The tutorials helped me to visualize how to go about the hinge system (a little extra space, tape, and covered in paper). Gaps are important!! (maybe 3/4 of a inch).

10/1/17: First Finish

I tried to make this design more fun, dynamic, and colorful. I used the colors from the Hotwheels logo throughout and then used triangles in different ways to convey movement. Little gray dotted lines will show where the box and track pieces will be perforated. I also used imagery of the cars to add another element and for the consumer to see what they are purchasing in another way. I think this design is more eye catching, but I will have to wrap it on the packaging form to see what works and what does not.

I think the overall design is heading in the right direction. However, the main issue is with craft!

  • Tabs for the top of the box do not do much
  • Alignment issues (things that wrap around corner… pictures and colors)
  • Paper adds more thickness, makes it tight and they catch on each other! (especially with the corner pieces)
  • Some sides are too long, some are too short… even though I planned everything out…

9/29/17: New Format

I feel like this format works much better than the last! It is much sturdier and compact. Plus it should have a nicer shelf presence than the prior version. The two pieces of cardboard will be additional track pieces as well as the bottom of the box. The only waste is the top portion which will have a plastic window.

Top two images are for the base of the box, bottom left is for the top of the box, and the final image is for the extra track pieces.

9/27/17: Class Nine

Third Critique:

What I heard…

  • Cardboard is too thick! Try using chipboard.
  • There is too much blue, try using more contrast! Right now the car illustration is blending into the packaging.
  • The layered/transparent text is too hard to read. Maybe just do one word here and there.
  • The top feels out of place and boring, maybe use another illustration.
  • Track Pack name may need changed.
  • You need to be able to see all of the cars. Reduce it to four cars and then have a window on top.

What I think…

I am a little frustrated, but will figure it out. I agree with what was said and will attempt to make adjustments accordingly. Hopefully I can find chipboard so that I can start thinking about a more practical/thinner box and track set. I feel a little lost on what direction to take, so hopefully the adjustments I make will improve this project.

What I am going to do…

First I am going to draw out a diagram for the new box layout. I will then try to find chipboard, construct the box, and then translate that into a wrap layout/design. Hopefully I can work on my craft and be happier with my design.

9/26/17: First Rough Draft on Packaging

I still believe that this design has potential, but there are several issues with execution…

  • Increase the bleed area for both the inside and outside.
  • Figure out a solution to seeing the cardboard on the edges.
  • Perforated struggles (is not practical right now)
  • A way to bind the cars in (strap keeping it inside of the ramp)
  • CRAFT

9/23/17: Work Day

New Box Mock Up:

This box mock up incorporates the track pieces directly, since they make up the actual packaging. The inside of the box is perforated along the edges of each track piece, so once it is taken apart there will no long be a package (just the track pieces). The original format folds up into a 7.5 in. by 4.5 in. by 3 in. box. Five cars and ramps (the car’s holder) fit inside the box. There is one exposed side so that children can see the cars that they will be getting. Below you can see the computer version of the inside template and a few designs for the design of the packaging.

Packaging Design Ideas:

Typefaces: Geared Slab and Futura

Concept: This design is purely typographic and has a few line elements for connections. This has an interesting flow to it due to the position of type and use of color. I do believe it would stand out on a shelf (probably not in a good way though).

Thoughts: I do not like it. It is too bland, especially for a product for children! The color and type were good choices, but it needs more imagery (or something at least to make it pop and say BUY ME!). It is also too much of the same… too consistent.

Typefaces: BalboaPlus and Futura

Concept: This design is based on racing and different elements you would find at a racetrack (flags, starting line, colors, etc).

Thoughts: This is working and the outside almost has a “vintage” vibe to it (I think it is the gray causing this?). Either way I find it exciting, especially with the track pieces. I am worried though that there is a lot going on and they are not connecting (even though they are all part of the same theme).

Typefaces: Bebas Neue and Futura

Concept: An attempt at illustration and the idea of movement was used within this packaging layout. The hope is that the moving text and car illustration will capture the attention of a child and make them think that this is the product to buy.

Thoughts: The outside is my favorite of the three that I created. However, I am not convinced by the inside track pieces (they are just kind of there). I am pleased with how the illustration, opacities, and strong line elements are working though (nothing is overkill/overdone). Definitely has potential and I think the outside would grab people’s attention.

9/20/17: Class Seven

Second Critique:

What I heard…

  • The name Take N’ Race is okay, but needs to be improved. Possibly something dealing with the word “track.” Track Pack, Trick Track, and On the Go were suggestions.
  • The ramps are a cool idea, just rework the shape. The cars needs a plastic band on top of them to keep them in place.
  • The track and belly band do not work well and are just a separate piece to the packaging (missing point of the project). Perforated pieces that make up the packaging will work better! No packaging by the end.

What I think…

I was not happy with the name Take N’ Race so reworking that would be beneficial I believe, but not really sure where to go from that. I also agreed earlier in my process that the belly band wasn’t working the way I wanted it to. Making the perforated pieces/packaging may be a little more complicated, but it should be worth it in the end.

What I am going to do…

I hope to be able to find a solution to the track issue. Right now I am thinking of making the pieces thinner and more focused on the square icon (so no round corner pieces). This is going to make me have to rework the ramps as well so this is my top priority to figure out. This will lead me to more design ideas (since I didn’t get feedback on those thumbnails during this crit) and maybe even a name. I may just write out a list of words again and see what jumps out at me or fits together.

9/18/17: Class Six

9 Tips For Better Packaging Design

  1. Keep it simple (and give consumers a sensory break)
  2. Think outside the box
  3. Keep it mysterious
  4. Think about longevity
  5. Consider your customer and provide them value
  6. Be sustainable
  7. Tell your story and give your brand a narrative
  8. Choose bold colors
  9. Showcase your product

Response: Apply to Your Own Project

  1. Through my packaging I need to communicate that the target audience is children, that the track pieces come from the box, and that this is a fun/engaging product. Bright colors and illustrations could allude to the idea that this is for children and it suggests a fun vibe. Hierarchy and type choices will help with additional information.
  2. There is not very much to the packaging for toy cars currently. It is mainly the plastic front with colored cardboard or it has an overworked image of the toy car. I feel like if I created a bright and colorful illustration for the belly band then my design will really stand out and kids will gravitate towards it (more to look at than just the product).
  3. I think the title of the product and maybe a quick image is all the needs to be on the front. More detail about the product and company can be placed onto the back of the box.
  4. I do not think my ideas are trendy or gimicky. I feel like a lot of individuals have memories of toy cars or putting something fun together (in this case the track). I also feel like an illustrative touch to it is timeless due to the visual nature of our society.
  5. My packaging will contain three racecars and then convert into a racetrack and ramp pieces.
  6. The track pieces when stacked together will make up the backboard of the package and allow for the cars to stay in their compartments. The triangle pieces that hold the cars will also be used as ramps.
  7. Many people collect Hot Wheels or Matchbox cars and have memories of collecting them. With this product you could collect new cars with new track pieces. I think that nostalgic feel will draw people into this new rendition of the product.
  8. I think I could reuse some of the information on their packaging and possible a color or two. But I want my box to be much more graphic and to stand out on the shelves.
  9. The package contains three cars (which is visible from the front) and nine track pieces (which will be listed on the back and possibly seen through the top of the bellyband).

9/16/17: Packaging Design Thumbnails

I’m noticing a pattern in each of my sketches/options. Most of the time I either have too many ideas that do not exactly fit together or I over do one idea (hitting you over the head with it). I’m thinking the belly band should have the “wow factor” in order to gain the consumer’s attention. Maybe the rest will be black will some color here and there. There really isn’t a crazy amount of space to work with on the outside of the package. An illustration of some sort would also help grab the viewer’s eye. The track is another issue. At what point do they become an eye sore or too much? I am leaning towards either having them be plain roads or having them themed after a race track (like #4).

9/15/17: Construction Day

Mock Up for Track and Packaging:

The track includes three 5 inch pieces, three 10 inch pieces, two curved pieces, and then one crossroads piece. I struggled with the craft of this portion, especially where the two separate pieces meet. The “square peg” part fits in some cases, but still isn’t overly secure. I attempted to have a curved peg (like a puzzle), but my craft proved that to be not practical. From this point I began stacking the pieces in order to see how to situated them as the back of my packaging (as you will see below).

For my packaging I included the track pieces and three cars. The front contains each of the cars in their own compartment (the compartment being a triangular shape). The purpose of the triangle shaped container is so that the child could use it as a ramp. I may need to rethink this due to the angle of the ramp (may need to flip the orientation so that there is a steadier decline). Everything fits well and the packaging looks interesting (even though it is plain right now). The belly band holding the track pieces may need reworked. It holds the pieces but they still seem unsteady (not 100% happy with it, but the idea can still be saved I think!). Each element easily comes out of the main base and can be reassembled. Also, making this packaging has made me come to the conclusion that I will only be making one set for right now. I can always revisit the project and add more onto it once I get the “formula” down.

Content:

Not sure what all to include on the packaging, but I am going to write my own spiel and take ideas off of the packaging for the cars I purchased. Also, still unsure about a good name for the product (and then transitioning that into a tagline).

Working Title: Take N’ Race

Working Tagline: Build on, Race on, Play on

Description: Choose how you want to cruise with this assortment of cars! Arrange your own track and race how you would like. When the race is complete pack up your track back in the original packaging and save it for another day! Collect more packs and take your race to the next level!

Theme: Nightburnerz (orignal name on Hot Wheels pack), maybe a new name/theme will come from the designs placed on the track and package (right now I’m thinking that it will relate to the cars somehow).

Cars: Chrysler 300C HEMI, Nissan Skyline, Pony-Up

Track: Three 5 inch pieces, Three 10 inch pieces, Two Curved pieces, and a crossroad.

Misc: (not sure if I need this corporate/professional information but thought I would type it up just in case, tertiary element need be)

  • Warning: Not suitable for children under 36 months. Small parts may be generated.
  • ©2017 Mattel. All Rights Reserved. MATTEL, HOT WHEELS and associated trademarks and trade dress are owned by Mattel. ® and ™ designate U.S. trademarks of Mattel, except as noted. MADE IN AMERICA. Consumer Services - Mattel, Inc. 636 Girard Avenue, East Aurora, NY 14052, U.S.A. 1–800–525–8697. Mattel Australia Pty. Ltd., Richmond, Victoria. 3121. Consumer Advisory Service - 1300 135312. Mattel East Asia Ltd., Room 503–09, North Tower, World Finance Centre, Harbour City, Tsimshatsui, HK, China. Tel: (852)3185–6500. Diimport & Diedarkan Oleh: Mattel Southeast Asia Pte. Ltd., No 19–1, Tower 3 Avenue 7, Bangsar South City, No 8, Jalan Kerinchi, 59200 Kuala Lumpur, Malaysia. Tel: 03–78803817, Fax: 03–78803867. Manufactured for and imported into the EU by: Mattel Europa B.V., Gondel 1, 1186 MJ Amstelveen, Nederland. Additionally distributed in the EU by: Mattel U.K. Ltd., Vanwall Business Park, Maidenhead SL6 4UB. Helpline 01628 500303.
  • Chrysler, HEMI and related logos, vehicle model names and trade dress are trademarks of FCA US LLC and used under license by Mattel, Inc. © 2017 FCA US LLC. Missan Motor Co., Ltd. trademarks, designs, copyrights and/or other intellectual property rights are used under license. Trademarks, design patents and copyrights are used with the approval of the owner Volkswagen AG.
  • www.MattelShop.com and Hotwheels.com
  • Consumer Information: Need assistance? Visit service.mattel.com or call 1–800–524–8697 (US and Canada only).
  • DJD30, TPN*3, 3+, Asst. 01806
  • Confroms to the safety requirements of ASTM F963
  • Barcode and logos

9/14/17: Product Search

Above is the original packaging for the toy cars that I purchased. As you can see there is not much to this package (especially when you see the picture on the far right, no purpose to it once it is opened). Some of the content for my packaging may come from the back of this box. Also, a pack of five was purchased so that I would have options and so if I do offer a three pack with track I will know that the cars already fit together (unified, common ground).

These are the three cars that I believe I am going with. They have simple designs and colors which will hopefully allow me to have more leeway with the design of their container/track. I am now leaning towards having one package with a variety of track (tomorrow I plan to draw a track out and see how that will work as a solid back).

9/13/17: Class Five

Critique Reflection:

What I heard…

  • Race car idea is more popular than the easel crayon box.
  • Why should they buy more than one box?
  • What is going to keep them entertained and wanting more?
  • Each package should come with a different set of tracks, that all work together (maybe one has a ramp, one has regular pieces, etc).

What I think…

I was happy with both ideas, but I feel like I will have more fun with the race car packaging. I am a little worried about my craft and making “puzzle piece” track sets, but it will work out! I have to decide if I want to do one package with multiple cars or three different sets (each with corresponding tracks/designs). How much do I hate myself… or how much do I want to over achieve…

What I am going to do…

I plan on picking out three cars right as soon as possible so that I can start thinking about colors and themes. I plan on mapping out a track and how pieces will fit together (a ramp vs. regular pieces, a bridge?, buildings or props?). I also have to decide soon how many different sets I want to do, it will be a commitment but I am leaning towards three separate packages…

9/10/17: Idea Boards

I decided that the two concepts that I thought were the strongest (and thought that I would enjoy the most) were the car and crayon packaging. Below are both of my ideas further explained and developed.

*Disclaimer: Some of the colors became much brighter on here and I am not sure why.

9/8/17: Brainstorm

The following images display my ten possible ideas/concepts for this project. This was actually more difficult than I thought it would be. But I do feel that I do have a few good options to pursue.

At this point I am leaning towards the matchbox car and crayons as my two strongest concepts. There are other concepts that I like (snapple bottles and bike lights), but I am not sure how practical they would be.

9/6/17: Class Three

The 5 Things Product Packaging Must Do: Summary/Research

The 5 Things Product Packaging Must Do

  1. Stand Out
  2. Be Simple
  3. Pass the Five-year-old Test
  4. Trigger Emotional Engagement
  5. Create Iconic Assets

I believe that the packaging for M&M’s is successful because they encompass each of the five points that the article listed. It stands out due to the bright colors of the candy, wrapper, and character on each flavored bag. Even though there are many different elements to the front of the packaging it is still simple and condensed around the center, similar to the actual round candy. If a five-year-old was asked to find a candy with bright colored packaging it may be difficult for them to narrow down which one you want. However, if you add a detail about a familiar character and a flavor then the child may be able to find the M&M’s you are looking for. Continuing with the idea of the characters, they are iconic and have been around for a long time (becoming a brand of their own from stuffed animals to being the focus point of M&M’s commercials). This relates to the idea of a cereal box, in which a child sees the familiar and friendly character and then begs until their parent places the box into the grocery cart. Many people who like M&M’s have a nostalgic feeling towards it from their childhood, both from the characters and the candy itself. The M&M’s packaging is also strong when considering the ability to stay cohesive through size change, recognizable through “incomplete” packaging (if you saw only part of the wrapper you could probably recognize the brand), and prominance in branding/marketing.

Other Examples…

Just Laid

This packaging is surprising and unexpected when you are traveling through a grocery store (makes you remember it!). With a very nice illustration of a chicken (obviously not shy about laying an egg) it stands out among other egg cartons. It is a simple idea that grabs your attention and reminds you where your eggs come from (and that they are fresh!). If you asked a small child to go find the eggs with a chicken on it then I do not think they will have any problem finding this product. However, it may trigger a negative emotional engagement since you are not sure how the chicken is treated (if you are an animal activist this would affect you more than the common consumer). Some times it is nice not to think about where your food is coming from. As I mentioned before the illustration definitely stands out and becomes memorable (iconic)! Other strong suites include the simple idea and the beautiful use of illustration/type.

Butter! Better!

This smart packaging combines the knife and the butter packet into one. It would stand out when at a restaurant or a food vendor and be able to be used with ease. This is a simple solution to not having silverware available or to having butter on the go! So simple that a five-year-old could use it and be able to identify it. This product is innovative, efficient, and useful (all good things for the common consumer).

We Stand Together Packaging (Project 1)

9/11/17: Class Four

Photography Tutorial: Reading Questions

Photographing Your Work: A Tutorial for Graphic Designers
How to Shoot Print Work for Your Portfolio

I have some experience with photographing my graphic design work. I have only taken images using my cellphone for the purpose of editing and uploading them to Behance (www.behance.net/KMotko). My weaknesses in photography would include consistency and lighting. From the articles, I found the theme of focusing on your composition and the different ways of treating your lighting the most helpful. Also, using a camera (as opposed to an iPhone) would help improve my images as well (which the article describes the best way to use your camera for this task). Adding props and making different style choices could be useful and interesting, but can also become a distraction from your work. I feel that you should have images of your work on a plain background and then one “money shot” that would allow for the composition to grow. This way you can have the focus be on your work for several images, and then allow the theme to develop and grow (create a brand/identity). It may be difficult to create interesting and intriguing images for each project, but I am up for the challenge! Depending on the project I think variation could increase for images depending on the theme and the main idea behind the particular project.

9/7/17: Final Final Box and Sticker

Not too much changed from the last draft to this one (especially with the outside of the box). The main changes dealt with refining the brick pattern and the placement, the use of text on the top, and the white space that is now with the AIGA logo. Also, “design don’t divide” was used in place of “happiness through design.” The inside changed drastically (from the bacon bricks to the now clean black with the main symbol repeated/inverted). The sticker is just the top of the box with the hashtag “We Stand Together.” This makes a connection between the box, sticker, and main message! The GIF below takes this idea and places it in motion.

Actual images were taken of the box (not the best due to lighting, but the point comes across) and a mock up was created for it as well. Both options are down below, each having their own benefits to being used.

9/6/17: Class Three

Final Critique:

What I heard…

  • There is a lot of brick! The type from far away even looks more like brick than text. Maybe remove a brick every now and then in order to have variation throughout.
  • Maybe too much brick? Take a break on the top and bottom??
  • The inside pattern looks like bacon bricks (thanks Erin). Try doing solid black on inside with white bricks on the very bottom of the box.
  • Recenter some of the bricks and remove some of the black divides (hard to read some of the white text).
  • Rephrase “happiness through design.”

What I think…

I agree with what was said. I feel like I am going to try to keep most of the brick intact though. I’m pleased with how that looks. But I do plan on making adjustments for alignments and composition. I also think removing some of the text and the pattern from the inside will help the overall box.

What I am going to do…

I plan on removing the text from the top of the box and removing the pattern from the inside. The bottom of the box will also be white around the AIGA logo. Adjustments will also be made to the brick layout and crop marks on the final draft (for the sake of craft).

9/5/17: “Final” Box Assembled

Craft is not my strong suit, but I being this turned out fairly well! I am happy with how the flat composition looks when it is assembled. It has a nice unified flow and stands out. The top of the box catches the eye with the white graphic and allows the piece to come together.

8/31/17: Final Box is Designed

I am very pleased with how the final box looks so far. Having a strong symbol and simple message on top of the box allows for it to stand out and catch your eye. This sets the trend for the rest of the sides. Consistent colors, type, scale, and placement each allow for the box to feel cohesive and sturdy. I was worried that it would feel too symmetrical, but a wall is symmetrical. Also, a similar design is on the opposite side of the box (this way you only see one at a time, not overly the same!). From my original ideas I used the literal bricks (in a more graphic way) and the idea that words build walls as well. I think the way I created my composition allows for each of these messages to come across. I picture my sticker to be the top of the box (the top left square). Since the red sticker will be inside the box I made the focus of the interior black with a red brick pattern. This way the stickers stand out. Also, the pattern relates to the outside, but can still stand on its own. It reuses the same symbol, but the color change and placement allows for a popping/geometric pattern to be created.

8/30/17: Class Two

Box Demo and trials for different sides…

This exercise helped in the planning process do to seeing what physically works and what does not. The main thing that I saw worked were the color choices. A red, light gray, and then a black worked the best as a combination. The graphic ≠ symbol on the outside also has potential (so that the outside isn’t purely typographic). The next step is to refine what works and to make sure all sides of the box are cohesive.

Critique Reflection:

What I heard…

  • The brick version of ≠ is a great symbol and has a strong message. Use this on the outside as opposed to just a pattern on the outside!
  • This could be accomplished by having the symbol in color on top of a brick pattern of a different color. That way a wall idea is given, but the symbol still stands out.
  • Text could say “Walls Divide.”
  • The rest of the box needs to be simplified. One issue is that there is too much scale change.

What I think…

I agree with what was said about my design. My symbol was one of my last ideas and I was not sure how to incorporate it into the outside without it being too much (with the type/message that I have). Simplification and the idea that “walls divide” will help to narrow the idea for my box design (currently too many cooks in the kitchen!).

What I am going to do…

I plan on redesigning my theme square first in order to include my graphic element right away. From there I will simplify each side and make a constant choice in scale, color, and placement. Hopefully once these steps are taken the box will feel more unified and stand out more (in a good way).

Building a Box Template:

Three separate layers were created in my Illustrator file in order to divide the crop marks, design, and template (from top layer to bottom).The template was found online and then sized so that each side is two inches by two inches. My next step was crop marks. It looks a little hectic, but I think I marked the main lines (dotted being for scoring and solid being for cuts). Now it is time to create and place in my final design. Side note, I plan to follow along with the cube created in class so that I can make sure the orientation of each side is correct.

8/29/17: Initial Square Ideas

Each column is it’s own relating idea (whether that is through type, color, imagery, or composition). However, each column isn’t unified (all of them together on one box probably would not look the best). This was done to see a variety of different options while still being in the ballpark for that particular column.

Column 1:

Typefaces: Acier Bat, BalboaPlus (friendly san-serif vs. taller more industrial san-serif)

Colors: A brighter red (fire department brick red) and a lighter gray (for contrast).

Imagery: Bricks (a little on the nose for a wall idea). Some bricks were removed to create negative space in some areas while others just block an area of space.

Concept: Bricks usual make up walls, so removing bricks also removes a senese of seperateness. Another factor in this column is the use of a stripe, whether it was used as a background color or to remove a section of type (Ex. “Does not equal” on top of “WALL”). This breaks up the word wall in a literal way, but is more symbolic than literally showing bricks. There is probably a way to use both without it being too much or redundant.

Column 2:

Typefaces: Henderson Slab, Azo Sans Uber Regular (slab serif vs. thick/bold san-serif)

Colors: Two shades of red (ketchup and barbecue sauce red) and gray/black (for contrast and pops of color).

Imagery: This column is more focused on type, but does have brick imagery on two of the squares (for variety and trials).

Concept: The repetition of words (such as happiness and walls) makes a figurative wall. Sometimes people build walls through their words as opposed to literally building a wall. Repetition and proximity help to accomplish this. Then a bar or phrase break up this wall of words.

Column 3:

Typefaces: Acier Bat, ChunkFive Roman (friendly san-serif vs. thick/bold slab serif)

Colors: Shades of Gray (not fifty, but there are plenty of opacities and layers).

Imagery: This column is more focused on type and the space inbetween each letter. Bricks are used once again in order to see how an opacity and layers would affect its look.

Concept: The layering of letters and bricks at an opacity allow for more shades of gray to form and allow for a sense of depth. Instead of literal bricks, words are placed on top of each other to create a layer/force. This differs from the previous column due to the lack of direct repetition and the focus on one word or phrase (kerning/proximity vs. repetition).

Column 4: Inside of the Box

Different patterns were designed for the inside of the box. Options that I arrived at include a pattern of “does not equal” signs made out of bricks, a layer of bricks (once again), and the word happy breaking through a brick wall (which could be interesting and allow for depth/variety). The inside so far seems to be more image/symbol based, as opposed to the text heavy outside designs. Which may be a good thing for contrast? But I feel like it would be more cohesive at a happy medium.

Current Thoughts:

There are certain elements that I like from certain columns, but there is not one square that I am 100% happy with. I do believe that there is potential and that certain elements are working well in an interesting way. The next step is to find these elements and see if they work together in a pleasing/cohesive way. Hopefully the critique and laying out the squares will help clairfy this.

8/28/17: Class One

This class period involved brainstorming processes and looking at different themes. For me, the words love and unity stood out to me. From this the theme of love developed into the word “happiness.” I began to come up with phrases such as…

  • Everyone deserves to be happy
  • Be you (love who you are)
  • Acceptance

My concept soon evolved into what happiness is not. Happiness does not equal hate, intolerance, ignorance, and judgement. Each of these words relate to the politically charged idea of “building a wall.” Walls seperate based on differences and to keep others out (especially in an era of Trump).

Happiness ≠ Walls

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Packaging Design

Fall 2018

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Kevin Motko

Written by

Senior Graphic Design Student

Packaging Design

Fall 2018

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