Urban Honey – Packaging Design

I thought it was about time I updated you on what I’ve been up to this term! We’ve had two projects, one live brief and one competition brief which is the one I’m going to focus on today.

The brief I chose for my competition was the jkr Juice brief to brand and package a Global Urban Beekeeper’s Company. We had to consider what products would be in the range and begin to look at ways the products could be marketed. It was aimed at 21-35 year old men and women and would be a quality brand, as they would be paying more for the benefits of city honey.

I decided not to over-complicate my brand, the product already had a number of benefits from being a natural energy boost, to each city having a distinct flavour, to a wide range of medicinal properties so I decided the strongest thing to do would be to simply combine the idea of city/urban with honey!

The brand name of Urban Honey seemed the most appropriate, and it seems to be unregistered, so used that and focused more on creating an impactful visual for the packaging which could become synonymous with the brand.

My final identity was based around road markings from various cities. By replacing the orange / yellow lines with the honey it very simply created a graphic that combined urban with honey and would stand out on shelf.

Below are the final boards I sent to jkr, you can click for a larger image and read more about my concept:

JKR juice 2013 urban honey packagingJKR juice 2013 urban honey packagingJKR juice 2013 urban honey packaging
JKR juice 2013 urban honey packagingI really enjoyed the brief and I’m pleased with the final result. I think they are striking bottles that work as a range but also individually.

Let me know what you think!

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Car adverts – are we set on repeat?

I recently came across this advert on Hello You Creatives for Fiat, it was a student project and I thought it was quite a nice idea. Whilst it doesn’t particularly highlight any of the car’s features I think it would engage with the right target market who are just after a nice looking, easy to use car.

fiat print adThough on doing a bit more research into it I came across this advert by Crispin Porter & Bogusky for VW Beetle:

Crispin Porter & Bogusky VW dare to be happy advertWhich shows to me just how much difference the execution of an idea can make. It also shows that a bit more confidence and pushing the idea as far as it can go is really what sets apart student work from industry.

It’s interesting that the student work has received a lot of criticism for ‘copying’ this advert when, if you look further through the archives there’s a whole heap of adverts that focus on the personality of a car from it’s headlights:

Listen to your inner animal DDB vw adThe original? From DDB for VW in 1999

BMW car advertCundari for BMW in 2005

TBWA car advertTBWA for Nissan in 2005

BBDO for Hankook TyresBBDO for Hankook also in 2005

All found on Joe La Pompe

Although before I began writing this I wouldn’t have been aware of any. Are we a bit quick to jump to this conclusion that everyone is copying each other? Is it that all of the good, simple ideas have been done already, are we all just dull and unoriginal nowadays or are people just looking for ways to criticise and put down new work by drawing tenuous links to the past?

If you’re interested in this idea of where trends emerge from I looked at a similar thing going on in logo design in this post.

 

 

 

 

 

A Smattering of Brilliant Packaging Copy

Recently I’ve been working on a project that needed me to think of as many ways to say ‘pouring honey’ as possible! This reminded me of some brilliant work from Lewis Moberly which was done before this blog was started so never got to feature. I’m thinking about doing a few more posts like this and less just about recent work to make sure this blog is full of stuff that actually inspires me and not just the top link on creative review!

LM’s task was to create a range for Waitrose Cooks’ ingredients and they decided to focus on the language used by chefs and tap into the colloquialisms of cooking.

Lewis Moberly Waitrose Cooks' RangeI think this is a brilliant way to engage with the audience and bring some personality and warmth to the brand. By keeping the rest of the packaging simple it really pushes the copy and keeps the range looking clean and up-market.

Lewis Moberly Waitrose Cooks' Range

Lewis Moberly Waitrose Cooks' RangeBy generally keeping the same “A ____ of _____” format and neat rectangles of typography, Lewis Moberly have ensured that all of the products clearly belong to the range no matter what bottle or packet the label is applied to. It also allows them to change the background colour of the labels to add some interest and complement the product they are placed on. Having said that I like the fact they’re not afraid to break that format and have fun with some of the copy such as “Easy on the Dijon smooth mustard” which brings even more humility and likability to the range.