Feel Good Drinks: Final Design Boards for Entry

Here are the final design boards for my YCN Feel Good Drinks entry. I wanted to keep it simple and easy to understand, keeping text to a minimum has always been a problem for me but I really wanted the focus to be on the work rather than me babbling on about it.

An overview starts the design boards and breaks down the project into the 4 different sections.

Overall I am really happy with my entry,  it has been fun to produce a light hearted campaign for a product which I am in the target market. I only decided to do it at the beginning of March giving myself a month deadline and although I was ill for a week coming up to the end I still managed to complete everything. This project has taught me that I can achieve a lot of work in a small period of time. 

Feel Good Drinks: Editing the Posters

These were the posters at the last point, I wanted to come back to editing them after the box design was finalised as this would give me a colour scheme. Also waiting until after the photoshoot meant that I could use my own images in the background of the poster. The poster series was pretty close to being finished however the colours were pretty weak, comparing them to the box it looked like two different projects. I decided to increase the colours to make them brighter, more vibrant and full of life this would then be more in fitting with the packaging design and also the brands personality.

Apart from the yellow poster, the other two backgrounds were brightened. I increased the size of all the type as parts of it were hard to read like the dainty 'from' and 'the'. There was also more space that could be filled, I reminded myself that the posters would be shown around the city - people would need to be able to read the type and get the message from a distance or whilst moving. 

The final poster range presents a fun brand personality whilst promoting a positive message. The poster range extends the brands ethos into a way of life. It encourages women to acknowledge and appreciate the everyday feel good moments whilst promoting the different flavours.

As I only had time to create the design for the Cloudy Lemon I have only been able to change the poster design. I tried to mock up a label design onto a bottle for the other posters but it looked absolutely terrible! Instead I have just used the current packaging in time for the close deadline. However I think I will extend the brief and create the bottles to take pictures of next time I use the photography studio as it would make the campaign stronger and also mean I can put the work in my portfolio when applying for jobs etc... as it will look like a finished project.

Applying the Posters

I have applied the posters to bus stops, buses, underground poster slots and electronic screens. I wanted to show how the poster campaign could work across the city to promote Feel Good Drinks.

Feel Good Drinks: Promotional Posters

After the photoshoot I realised I could extend the project and make a couple of posters using the images captured to promote the box and drinks. 

Taking the caption from the box and simply laying it over the image. This works but it doesn't fit in with the vibrancy and colour of the rest of the campaign. The second sentence is also too hard to read because of how small it is.

Changing the background from the original image to a pink compliments the yellow of the lemons and label design. The type has been changed to match that of the box, using two different fonts has made the message a lot clearer. The secondary follow up sentence has been changed to "but when something tastes this delicious, you might want to keep it to yourself" this almost challenges the shopper to try and share it, implying that they won't be able to.

This was a poster I was playing around with at the very beginning before I had such a set colour palette and design style. I liked and still like the slogan "you can have your cake and eat it!" in relation to the drink because it is the best of both worlds. The slogan also plays on the target markets view of food; they don't count calories instead just eat in balance, meaning they do enjoy cake and other unhealthy food. Returning to the design, I realised I could just use the slogan and general message to advertise the box for two.

I played around with a few different layouts for the poster experimenting which information was most important - the slogan or the benefits. It has been interesting to combine an image I have taken with type to create an advert as this isn't something I have done before. Since using the photography studio any photographs I take tend to be final images, however as with this project, I am trying to incorporate my own images into the design.

Feel Good Drinks: Photoshoot

Today's photoshoot went well, I managed to get some good pictures of the box and two bottles. Bringing in lemons to place around the products was a good idea as it really added to the final images.

Whilst I took a few photos with a coloured background it wasn't quite what I was after, plus the paper was really too small. Instead I decided to try and edit in a background in photoshop, that way I could use the exact pink and yellow that were used in the design.

Firstly I traced around the objects, then I separated them from the background layer.

Adding the pink as a rectangle over the image I then created a clipping mask so that it would hide the background but show the bottles. The layer was then set to multiply which lightened the layer meaning the shadows of the bottles and lemons showed through.

I did this will all of the images to change the background - it was time consuming but definitely worth it as the bright colours make the images stand out so much more as you can see with the final images below.

Nestlé: Starpack Submission

The Starpack submission required a physical entry was sent in accompanied by 3 design boards. Below are the design boards I sent. Unfortunately I came down with a severe case of the flu before the deadline so I wasn't able to get photographs of the product, I think this would have really boosted the submission especially since the brief was about shelf impact. However whilst it is a shame I believe what I have submitted has been substantial.

Along side the practical outcome and 3 design boards I also needed to submit answers to a few questions:

Why is your design a winner?
My design is a winner because Walnut Whip's are one of Nestlé's oldest confectionary products and they are no longer sold in mainstream supermarkets. My design refreshes the Walnut Whip image so that it appeals to both adults who loved Walnut Whip's as children and people who have never tried it before.

What were the key challenges?
The key challenges were to design a better structured packaging which uses less material but presents the product in a more attractive manner. Visually the main challenge was to evoke a feeling of nostalgia amongst an older audience whilst also tempting new customers to try a delicious Walnut Whip.

What was the solution?
The solution is a sturdy triangular box which uses a minimal amount of glue to assemble, it opens up allowing the consumer to share the Walnut Whip's with friends. The design uses rich dark blue tones as a backing in association with the original packaging to create a feeling of nostalgia. Contrasting colours and fun fonts have been used to give the product life and a personality.

How have you met the judges criteria?
I have met the judges criteria by creating a design with a strong shelf impact. The innovative packaging considered the shape of the chocolate and worked around what would fit it most efficiently and effectively. The packaging has been designed to use a minimal amount of glue but still provide a strong, sturdy structure which would survive transportation and look great on a supermarket shelf.

Nestlé: Photoshoot

The photoshoot overall was very successful, instead of loading up all the images I have selected a handful.

I made sure to get a few photos of the original packaging as this is something I should really show so that people get an idea as to how the design has changed.

I tried photos on a few different bright colours, both red and blue were okay but in the end I decided to go with yellow as this complimented the blue the most and really made the packaging pop out of the image.

The yellow background really does work best and the addition of walnuts has really helped to frame the product and bring the image together. 

Nestlé: The Final Package

Overall I am really happy with the quality of the print onto the carton board stock, James in the print room was sceptical it would work but the colours have come out really well especially in comparison to my test print on ordinary card. The shine of the stock makes it look more professional as if it were going to be displayed in the supermarket. The white and yellow stand out really well on the blue making it clear to read from a distance. 

The rich dark blues were chosen to evoke a feeling of nostalgia by mimicking the original wrapper colours. The blue was also chosen so that the packaging would stand out on a shelf surrounded by its competitors; darker blues aren't as common in the confectionary isle. The dark background means that the yellow, red, and white jump off the package catching the shoppers eye. Yellow and white were chosen for the type and accentuations because their strong contrast with the blue backing makes it clear and easy to read from a distance.

Three main fonts were used for the design: Sigmar One, Movus Brush Pen, and Cheddar Jack. The fonts were chosen to compliment and emphasise the descriptive words such as 'crunchy' and 'fluffy' with the aim of giving the design more character and personality.

The triangular shape was chosen so that it would fit the shape of the whip a lot better than the previous packaging design. Now the packaging structure is no longer chunky and cumbersome but well fitted to the product inside. Transportation was also considered when deciding on the package; triangles are known to be the strongest geometrical shape making the package more durable, and the product better protected, during transporting. The packages structure means that it will stack and pack efficiently in both in boxes and on the shelf.

Above you can see the new design next to the older version; it takes up less space, fits the product better, uses less material and is more eye catching. I don't have time to take pictures of it before the Starpack hand in but I will make another box to photograph for my portfolio and the Extended Practice hand in.