Preparatory Task - Packaging and Branding

(Apologies for the lack of 'finesse' in my photography skills.)

Fred's task was for us to collect examples of both packaging and of branding and identity. Below are the examples that I have selected to bring into the studio for the workshop.

Packaging.

Both of these examples have been sourced from an oriental supermarket in Leeds, which is why nothing is in english and I cannot actually name the products properly. I chose these 2 pieces because I love the boldness and the childishness of their designs. Oriental products always seem to have more interesting and visually stimulating packaging across all of their products, no matter how cheap or expensive they are. The block colours are bold and eye catching, and I really like the cartoony design of the type and the illustrations.

Twinings designs. These I chose because I think they reflect Twinings' appeal to both a commercial market and a more design led audience. The camomile tea packaging is simple, and more photographic, but the design elements such as the colour and type work well with the idea of the calming blend of tea.

The Diamond Jubilee special packaging works well because of the use of pattern and luxury colours. The rounded tin also makes it feel more momentous as the usual packaging of tea is cheap and cheerful cardboard.

 Morrisons Savers. This is the cheapest item I collected, and displays an example that you can still have nice looking packaging on a budget. They have kept it incredibly simple, with minimal colours, and illustrations that appeal to a youthful, student audience. 

Thorntons. These chocolate slabs have very simple packaging, with bold block colours and a hand drawn typeface, to give a more luxe, fashionable feel. 

Branding.

Caffe Nero. Caffe Nero's branding on display through it's loyalty card. It has a very contemporary, luxe feel, which is displayed through the black and white colours and blue, and the use of strong angular typography. The type used is sleek and stylish, and the photography used for the loyalty card stampers also adds a more contemporary edge.

 

Superdry. Superdry's brand identity 'east meets west', is reflected through the use of eastern language and the british brand name together, and the boldness of the type reflects the confidence and strength of the brand itself, but make it seem quite masculine. The use of bright orange on the bag acts as an immediate visual identifier, which people then associate with Superdry.  

Selfridges. Selfridges brand identity is instantly recognisable, but quite understated, as looking at it, you would not immediately think luxury. As a department store though, the branding works well because it is kept neutral and does not display an affinity to any particular brand they stock. The bright yellow is synonymous with the brand, and immediately grabs the attention of anyone who walks past. 

Gamestation. The loyalty card utilises the style of hand drawn, edgy illustration that features on all of Gamestation's promotional products, and the design is fun, youthful and shows that the brand cares about it's loyal customers, as there is obvious effort that has been put into the design. The colours are bold and reflect the idea of 'elite'.

Accessorize. The branding of the loyalty card, and the logo, reflect the feminine audience that buys their products, through the use of pink and gold, which adds a sense of luxury, and the decorative style of font. The decoration on the card also adds to the femininity.