Value Range: Revisiting Designs

After not working on the Sainsbury's Value range for quite a long period of time, I have decided to start by looking at the logo for the value range. From a distance it isn't clear, the logo doesn't need to be the first thing the customer see's but it needs to be clear so that they can easily identify it as Sainsbury's value. 

Making the 'Savour' bolder has really helped to increase legibility from a distance, the Sainsbury's has also been made bolder to work alongside the value brand. I have been experimenting with a curved line instead of the two straight ones to add more emphasise and break up the text; adding a bit more movement makes the design less rigid. 

I quite like the affect of dragging the crossbar of the A around the word, however it covers the V which then makes the 'our' stand out in 'Savour'.

Carrot Packaging
I decided to develop the packaging so that I could apply the logo's to it and see what works best. The first thing I have done is measured the Sainsbury's bag of carrots so that I know the dimensions of the design. The last design I created had the illustrations large and in regimented lines. 

An orange stripe is eye catching especially placed over the carrot pattern. The design looks bare in the middle, it doesn't seem to be a good use of space. The type doesn't read in the right order either, the product (in this case carrots) should be the first thing the shopper see's, then it should be the brand logo.

Shortening the orange square and keeping it entirely for the logo works well in some respects because the orange is naturally associated with Sainsbury's so shoppers will quickly identify this as a Sainsbury's brand. Space has been cleared from the pattern for the 'British Carrots'. I like how the type works with the illustrations surrounding it, unfortunately it just isn't right for packaging on a shelf as it needs to be the first thing the shopper sees. Making the 'carrots' orange coordinates it with the logos backing.

Switching the two over helps the hierarchy of information as Carrots is immediately read first. The logo almost blends into the pattern which isn't ideal. Also its probably not a good idea to have the logo at the bottom because this layout would be rolled out across the 500+ products and the logo wouldn't work for a lot of things or at least it would look odd. 

Decreasing the size of the logo and moving it to above the type means that the information is read in the right order and the pattern isn't broken which is visually more pleasing. The orange background has been extended and extra information has been added; where they were grown, the expiry date and the weight. Adding in this information has made the design 'more real' in the sense that it is compulsory for it to be on the package. Adding an orange boarder at the top and the bottom of the design has framed the pattern and added more colour.

I have tried the design template with the parsnips bag which immediately looks a lot better compared to the previous design. The illustrations definitely look a lot better smaller and in a more sporadic style. Having all the type on orange opposed to the original white gives the packaging a bit more character making it more exciting to look at.