Nikki Jo Fair: Process Documentation
Packaging Design, Fall 2017
Table of Contents
We Stand Together
Open and Play
For my Jolly Pumpkin theme, I wanted to focus on the connection between Michigan where the Brewery is based and Hawaii (which is beloved to the owner Ron Jeffries). I chose 4 different beers that has fruity bases and/or were tied to Hawaii through collaborations. My colors (pink, yellow, green and teal) were to represent the main lei flower colors and also mimic the the sunsets, water and sky of the tropics. I chose a soft white Kraft tone paper to keep connected to the rustic feel of the original branding of the brewery as well as my main illustrations in a dark charcoal gray. My typeface is Beryllium which looks like a hand carved block type that’s also very rustic feeling but also ties into the natural tribal feel of Hawaiian culture.
Fall 2017, Edinboro University
Art Direction: Brigette Davitt
Designer/Illustrator: Nikki Jo Fair
Dimensions: 3.5” x 7.5” (overall)
This is what I heard: Logo is still slightly too big, take the stroke off the ARTISAN ALES EST 2004 so it doesn’t look so bulky when it’s scaled down.
What I think/What I’m going to do: I will scale down the label a little but I think the angles of the border shape will look awkward when it’s so small.
BRING IN PARCHTONE FOR KRISTIN!!!!
Crit with Kristin: Check the alcohol contents for each beer, make the blood orange a slice so it looks different than the wedge (make image a little smaller), make passion fruit outline thinner, make blood orange inside texture less dense
Crit with Brigette: Like the boxy border, try different sized flowers and break the border, put opacity of actual fruit color behind illustration (perfect alignment or waaaaay off center), mix and match border colors with fruit colors so they don’t match, smaller neck label, split mission statement into, bring in Ron Jeffries signature, matte black bottle caps
Crit with Ashley: Like the shape of the big tag — maybe make them a solid color, Put the hibiscus flower center in the belly band (match illustration on front labels), Put the variety pack name on the back of the label (make back label match the front, Make cherry illustration more full and larger to match the others, Call it “Fear of Pumpkins” instead of Cucubitophobia
What I Heard: Maybe incorporate all 4 of my Hawaiian colors in the lei that goes around the bottle (to tie all the elements together), the “Sour Fruit Ale” at the top of the bottle looks like its floating, incorporate the same curvy box for all the information on the back of the bottle (also line up the label on the back with the bottle on the front), illustrations and typeface work well together, logo is very readable on a small scale, fix the shape of the neck label, not sure how the name of the sampler works with the label, add a super small stroke to the logo text and increase the leading+kerning in the “ARTISAN ALES EST 2004 SOUR”, do a solid border in the front label that wraps around and to simplify the lei put the flowers within the border, combine bottom label with the front border idea, put the logo in the same style box as the front label but reversed
What I think/What I’m going to do: Going to experiment with the shape of the back label (don’t want it to become to busy), definitely think it’s a good idea to tie in all the colors on each bottle (just for the lei), I am very happy with how my logo turned out, I think I like the placement of the sampler title but I think if I change the colors of the flowers the title placement won’t make sense, love all the feedback about the labels and they layout of the borders! Definitely will try that!
*Need to spray bottle caps matte black so it matches the black type and so it doesn’t say Angry Orchard.
Read/Respond Self Analysis
Please reread the Jolly Pumpkin project brief, check out these fantastic beer packaging design examples, and then record your answers to the following questions:
1. What issues did you identify in the existing Jolly Pumpkin logos? How did you address these issues in your logo refresh?
The original logo was messy and had no cohesive style. And it was difficult to apply to different mediums — they were either too busy to be scaled down or they were too large to use for packaging…etc. Each variation of the logos was different and none of them went together and some of the elements changed from logo to logo.
I made my design more simple that could be used on different mediums like bottle packaging, websites, letters… etc.
2. Did you include all required content in your logo design (Jolly Pumpkin Artisan Ales Sour Est 2004)?
3. How does your logo refresh incorporate existing brand style and visuals? How can you improve stylistic coherence in your next revision?
It keeps all the mail elements of the old logo — hops, skull, pumpkin, wheat, all of the required text and the grunge style.
4. How is your concept communicated/reinforced through the following: (you may not have considered all of these areas yet — please answer them with ideas for moving forward)
Content Clarity and Simplicity
What’s this product for? What’s the brand behind it? What’s the idea you want consumers to take away?
Beer. Kind of a hipster, sour “biere” company from Michigan with a tie to Hawaii (from the owners favorite location — anything tropical to different art collaborations around the world). The owner loves Halloween, the tropics, great attention to detail in the brewing processes, and a simplistic earthy lifestyle.
I wanted to reinforce the connection to Hawaii.
Is your logo refresh incorporated in a way that supports stylistic cohesion within your label designs? Is the Jolly Pumpkin brand prominent enough to aid in consumer awareness?
I used the same illustration style for my logo as I did the rest of the illustrations for the packaging. The logo is on the front of the bottle and easily seen.
Typographic Style and Hierarchy
How do the chosen typefaces support the concept (the answers to the 3 questions above)? How does hierarchy create an order in which information is seen?
I used the typeface Beryllium — It has a hand carved feel to it which I think ties well into the Halloween/Pumpkin/Pirate theme that the owner loves but also blends nicely with my illustrations (has the same geometric, clean feel).
How do visuals (illustration, photography, pattern, texture) support the concept? Do they compete with or compliment the content/typography? Is the style appropriate?
I think they fit pretty well.
Does your grid assist in:
Establishing axial relationships?
Don’t really have a grid — just visual alignments.
Consistency in design/content placement across the line of bottles?
Content will be in roughly the same place from bottle to bottle.
Ability to read information on particular sides/without turning bottle?
All of my information is readable without having to rotator the bottle except the name of the sampler pack.
How does your palette create cohesion across your label designs? How does color reinforce concept?
I used a warm yellow, a sea green and blue and magenta color (to match with the Hawaiian flowers/fruits/plants/water/environment) and a charcoal grey to match the industrial/earthy feel from the actual brewery. (Also, Hawaii’s state mineral is coal which also ties into the industrial feel. Coal takes a lot of time and specific qualifications — Just like how the owner prepares his brews).
How many labels did you use and what is the purpose of each? Does the label shape correctly fit the bottle shape and size? Is the label size large enough for all required content? How does the label shape relate to the concept?
I used three separate labels. To tie in with the Hawaii theme (which is a punch of islands) I wanted all the labels to be separated as well but also be cohesive without being too busy.
Will the paper adhere easily to the bottle (how)? Is the weight appropriate for the material it is being applied to? Is the color and texture related to concept? How does it affect image quality or readability?
Speckletone/Crafttone paper to bring in rustic style of brewery.
Is your bottle appropriate for the product? Is it the correct volume? How does the style/shape/material support your concept?
What I Heard: Think the idea of the lei around the logo could be better portrayed, the skull/pumpkin mixture works very well, worried about the type being too small around the teeth — ARTISAN ALES EST 2004 SOUR — maybe try a slightly different layout, Hawaiian concept for the sample pack doesn’t have to be incorporated in the logo redesign but it will work in my favor for continuity.
What I Think/What I’m Going to do: I am going to move the wheat illustration so it isn’t vertical and it will tie in with the bottle label designs, think its a nice refresh to have a theme that’s not halloween themed.
Open and Play
*Ask Sam to show me how to sheet feed the large format printer so I can use my brown paper instead of the white roll paper.
Critique: Cardboard is an obvious issue, need to get a light illustration board and cut each piece out individually and wrap (like how I assemble my hard cover books), make the box taller to include information on the outside about the actual product provided (games and pencils), make tab and title larger, put more content information on the bottom, checker piece isn’t necessary (the board illustration is enough), remove the extra outside elements on the 1234 flap (just leave the illustrations in the number)
Respond: What are the strengths and weaknesses of your current packaging form and the method you are using to assemble it? What did you take away from the tutorials that will assist you in improving the craft in your next revision?
Currently the corrugated cardboard are WAAAAY too thick! Definitely need to switch to an illustration board, chipboard or poster board. Need to use a spray adhesive because glue tape is not strong enough and I need to be able to evenly cover the entire surface.
What I Heard: My illustrations are nice and they fit with my theme, need to clean up some of the images and finish drawing them, like how the illustrations for the game boards interact with the actual packaging, need to change the 3 (on the tab that says 1234) so that the type runs vertical like the rest, it’s not necessary to have 5 of each colored pencil (just bring a “variety pack” with all kinds of mixes of colors), make sure the hand done type is legible
What I think/What I’m going to do: I think all of these statements are appropriate and I will make sure I do them.
What I heard: Think this idea works better, like that the packaging is reversible, think of a theme that could be used for the general design of the box — Current design thoughts were to be simple line drawings that kids could color — Instead maybe think of a history of board games and think about how I can incorporate those older designs into the new packaging, keep packaging designs 1–2 colors like I intended
What I think/What I’m going to do: I like the idea of incorporating the older/historical designs into the new packaging — maybe mimic the style of illustrations, keep it 1–2 colors like I intended (:
Wanted to create a new box to hold colored pencils that was interactive. In this case, the box to hold the pencils will become a game board for Tic-Tac-Toe, Light Bright, Connect Four and (another game that I need to think of). The box will be reversible to be able to see all the different game boards. The game pieces are the pencils (you can separate them into warm and cool colors for example — in the box of approximately 100 pencils). The packaging will be 1–2 color (dark gray and a secondary color?) and there will be designs on the inside and outside to be able to color.
This is what I heard: my ideas aren’t cohesive with the project requirements, maps don’t have current packaging for me to revise to fit the guidelines, the Regional Food Master game could work if I change my food product to Snack Crate and turn it into a trivia/did you know thing about the countries specific food/culture with punch out cards built into the box
What I think/What I’m going to do: I will try a couple examples of the Snack Crate thing but I will probably just restart completely and come up with some new ideas because I want to find something that I can do more with.
We Stand Together
Describe your experience(s) photographing your graphic design work. What are your strengths? What weaknesses can you improve?
- I’ve used a light box for photographing before I and strongly despise using it. I think it looks too sterile and is difficult to work with because it is artificial light. I personally love being able to photograph textures and varnishes as well as articles that reinforce my subject — whether it’s just a colored background or a wooden table or a small object. My strength is probably capturing textures up close. Weakness is probably making whites between sequences of images look the same. I sometimes forget about white balance.
What information from the above articles did you find the most helpful?
- Well I already knew how to use a camera properly and adjust all the manual settings. The section about composition and depth of field (ex- great depth of field) because I tend to focus my images up close (shallow depth of field) because I like showing textures so much. I forget sometimes that I can show just as much, if not more information if I back away from the subject a little and let it breathe.
What are your opinions on the information regarding the addition of props and stylistic choices? How can you compose your images to feel both original and relevant to each project so they do not succumb to following/copying trends?
- Like I said previously, I love things such as texture and color so I think shooting with props could be very effective (as long as they are not taking away from the actual piece you are shooting).
Final Mock Due + Stickers
Identify a product you believe has successful packaging. What qualities from the article does it embody? What other qualities does the product have other than the 5 listed?
(I found this packaging while I was in France with friends and we all admired the branding.)
- It has a form of cusps and it is also super simple and clearly shows what the restaurant is in the line drawing. Simple enough you could explain it to a child and they could find it.
- Black and white packaging with a drawing of half a burger and a building smashed together. The two images together resemble a whole burger. Kind of plays off the idea of a burger factory (fabricators). The text at the bottom also reinforces this idea.
Objective: Final Mock
This is what I heard: Bring some yellow to the outside of the box — Make a slight yellow gradient on the white sides of the boxes. Move the “100 Stickers” side to the “HERETOGETHER.US” side and open up one of the panels. Spread healing by design across the 2 panels and make it more curvy and organic like rings/roots/leaves. Blow up the design on the top of the box and only show 3/4 of it. Fix the bottom because it seems out of place.
What I think/What I’m going to do:
I will try all of the above because I think they’re all good ideas. I think it is okay that the design on the top of the box isn’t shown 100% because I can make it the sticker design.
Objective: Build mocks and critique
This is what I heard: Experiment with more color, larger and smaller type (scale), Suggestions instead of just Healing Hate: Healing Over Hate or Healing after Hate, write the phrase within the rings of the stump rather than on the bark to show growth, color inside ex: warm orange/yellow, color outside ex: medium warm gray
What I think/What I’m going to do: We’ll I originally planned to have a bright color one the inside but I was unsure of what color I should use. I think the yellow is very fitting (instead of an orange). I think changing the outside from a charcoal gray to a medium/light gray is a little more soothing and matches nicely with the yellow. As much as I love having the text Healing Hate on the bark because I thought it reminded me of a healing scar, I understand that having the text within the actual rings made more sense with my subject — It would show that the scars from the hurt were healed over and now the tree (person) has grown from that experience and healed.
Theme: Healing Hate
Basically we can’t start recovering from the damage done to us unless we learn to forgive others and show compassion. Only then can the scars from all this hate in the world can be mended.
Synonyms: growing sound, getting well, mending, soothing, curing, make healthy, make whole, make free, restore, repair, regenerate
Quotes: Healing is an art. It takes time. It takes patience. It takes love. -Maza Dohta , A joyful heart is good medicine but a crushed spirit dries up the bones. -Proverbs 17:22 , Healing doesn’t mean the damage never existed. It means the damage never controlled your life. , Healing comes in waves and maybe today the waves hit the rocks. , Sticks and stones may break my bones but names will never hurt me.
No one is born hating another person because of the color of his skin, or his background, or his religion. People must learn to hate, and if they can learn to hate, they can be taught to love, for love comes more naturally to the human heart than its opposite. -Nelson Mandella
Final Ideas: Draw the rings of a tree with the scars spelling hurt within he tree and the bark spelling healing, Broken bones with the word healing mending the bones.