PACKAGE DESIGN
During the ‘hell semester’ of the graphic design program we had a few major projects that were meant to push our abilities as designers. For this instance we had to take a product in the store that was blending into its surroundings, and figure out how to make it pop!
To start we all had to do reconnaissance (this was before general stores in Colorado could sell alcohol). I chose to look through a local liquor store and found a package that even though it was nice, it was washed out amongst everything else in the cooler. The four-pack I chose had a cool viking with the Orkney beach in the background (I did my research). It was an overall great design, but because of the toned down colors, and the surrounding products being the same toned down colors it just got washed out.
In our design process we had to put together a slide deck with our basic proposal for what we had in mind to change the design. Part of this needed to include our research on the brand and the drink, inspiration, the color scheme, and the purposed typeface(s) we planned to use on the redesign.
Another note on our redesign process was having to reconstruct the brands logo, which I will admit was a bit out of my element. We had to stick to the method of using horizontal vertical Bezier curves. I will admit I could not replace their logo design, but with the information I had and the inspiration gathered, I was ready to take on this package redesign.
The original design and product are the property of Orkney Brewery.
Our next step was to then make our own version of the box that we would then print, and assemble. A process many of us weren’t ready for. However some of my experience in theatre design had me ready to draft this new box.
This meant disassembling the original box, and then drafting up our own prototype complete with marks that indicated where we’d cut, fold, perforate, and glue.
Mine survived even if it didn’t survive critique (For this round of critiques we smashed any prototype that was even slightly off)
Here’s the first draft of my illustrations I wanted to bring to this redesign. The critiques I received was to fix the perspective on the skull and the axe handle, and add more skulls (a friend also asked if I could redesign it for a tattoo they wanted).
Here’s the seconds illustration I put together after receiving the critique that I should make both sides different from each other since the original box was the same on all four sides.
Our next step was to throw our illustrations onto the prototypes and see how they looked realized.
My first one had just my first illustration. and this is when I got my critiques on the perspective, as well as the not to make all sides different. We were also tasked with including every bit of copy text that was on the original including the branding or any nutritional information.
These prints were sent to our in house print shop operated by students (I would then be getting to work in it my final year at Colorado Mesa University).
Finally we come to the final sheet before I cut and assembled my final box. This time around I fixed the axe and added to the details on the handle. Then I added the new pile of skulls, as well as these Celtic knot borders that I altered for the design. Lastly I added the detail of the handle to the handle of the box. The runes say warrior. Which I even include a little translation on the box. Lastly one of my favorite details was adding the log to the bottle dividers. This little detail may not seem like much but it is all part of adding to the experience that comes with the product. All the details come together and make it a better experience to the consumer.
Our last element of design was to recreate the labels. And to bring out the axe motif I also brought it to the bottles as I added the neck label, and turned the back label into the wooden handle texture from the box handle. Pictured bellow are the labels with the bleeds before they would be cut on sticker paper.
Final Gallery
As a final note before leading into my gallery I wold like to add a little note about the detail, and hero shots for the packaging. We have a small booth for photographing packaging, and only one location on campus where alcohol is allowed. So for one set of bottles there was nothing in them, and another set there was when pictured in the point. I used some soapy water to give the feeling of a the actual beverage. Another note is as we did not have chip board to print on these prototypes were printed on Epson 260 premium luster banner paper.
