Work winner of the competition of IED in Packaging Design for the course of 2009/10: The idea of this project is to promote a more healthy food consumption and, concurrently, to also promote sustainable local agriculture, which involves methods that do not harm the environment, respect workers and animals, provide fair wages to farmers and support farming communities.
I have created a brand for a little market, that sells products of its own farm. Is called FOOD LOVERS. This brand is for people who appreciate tasty food, like to know where they came from, and care about all the elements involved in its production. The typography was created after a research on little markets, where the products are traditionally mentioned on a blackboard, in large separated letters written with a piece of chalk.
The idea of the hand in the brand come up because it is the greatest instrument that a person needs to do cooking. With thehand the sauce is tasted, the salt is sprinkled, the dough is kneaded, the quantity of oil is controlled, the limon is squeezed, the bread is sliced, and so on. The changing symbol shows the movement of the hole process of cooking. The hands interact with the typography of chalk, “tasting” and “preparing” it, as if it was fresh food, came right from the farm."
Designed by Brazil based designer Isabela Serta, several more shots after the jump.
Student Spotlight: Tengu Instant Noodles
Designed by Rory Phillips, a student at Portland State University:
"The goal of this project was to create a brand and design it's identity and various deliverables to support the brand.
Instant noodles are super yummy, but they are also unhealthy because they are made with processed ingredients and fried. The idea was to market a brand of noodles that was made from organic whole grain and baked not fried, with high quality delicious gourmet flavors. Tengu is a type of mischievous Japanese demon, in this case a fox. The fox in Japaneses mythology is the guardian spirit of Daikoku the god of the harvest and kitchen. Fox shrines are found all over japan and people leave treats for the fox spirits for good fortune. After a lot of research Tengu became the name and symbol for the brand. The food of Chef Chen Kenichi was the inspiration for the different flavors of the noodles.
In order to differentiate the healthy delicious Tengu noodles from the processed junk noodles, the packaging is of a longer rectangular shape instead of the usual square. This was meant to evoke the idea of fine gourmet pastas. The packaging was designed to be made from unbleached recycled materials to remind the consumer of the unprocessed nature of the product and to avoid the bright and cheap mass produced look of the junk brands. The message is this is a premium handcrafted item. The 'obi' or sash around the packaging designates the flavor this allows the company to easily add new seasonal flavors without changing and printing entirely new packages. The inside of the 'obi' has more information on the brand message; Tengu makes traditional Healthy, Delicious and Sustainable noodles everyone can enjoy."
Several more images after the jump. Be sure the check out the barcode he came up with, clever!
Mega Private Label
New work from Baruch Naeh Creative Branding for Mega, a big supermarket chain in Israel:
"When MEGA launched its private label, the objective was, first, to create a label that will deliver lower price without 'damaging' the overall shopping experience. Second, to develop a design which will support the overall message of healthy nutrition (each pack offers a tip for healthy nutrition) and future expending to Eco-packaging and organic products.
We were working under the assumption, that Customers have a basic will to buy products at lower prices but no one wants to feel their buying 'cheap'.
At the time of the launch, the range of economic products in Israel, looked and felt cheap in its designs. The existing packaging designs create a dull and frugal shopping experience. We believed 'upgraded' packaging designs will improve consumers experience from 'cheap and almost embarrassing' to 'smart economic and fare' (best value for money). The launching began on December 2008, category by category and so far, we are proved right with an average in-store market share of 20% in every category we entered. The future 'green' aspirations of the brand are supported by the logo's colors and 'leaf like' shape."
See the rest of the line after the jump.
Behind the Design: Redesigning the Tazo Brand
It all started when I first spotted the stark, stunning new Tazo packaging sitting on the shelf next to the suddenly old design. My first reaction was a bit of shock, in a delightful, surprising, and exciting way. It was not only a drastic change, but also a true leap forward into a new generation.
I have very fond memories of Tazo growing up; it was a breakthrough product of my generation. It is one of the brands that I credit for really getting me interested in package design as a possible career. Tazo first launched in the mid 90s with its mythical, Zen, new age, almost ethereal look, with Shamans and all. The brand really represented the times; it invoked a sense of humor and wit into the then boring tea category. It was a pure packaging story, and consumers fell in love with the brand. Tazo joined the Starbucks empire in 1999 as its leading tea brand.
Fast forward to 2012, the Tazo branding had been largely untouched since it first launched. After Starbucks finalized the redesign of the Starbucks brand itself, it was ready to take on Tazo. The challenge was to bring the brand into the 21st century, without losing its soul.
The task to update Tazo was given to an incredibly talented team of designers from Starbucks Global Creative, arguably one of Seattle’s best design firms. They are the in-house creative team behind Starbucks, Seattle’s Best Coffee, Evolution Fresh, Hear Music, La Boulange Bakery, Tazo, and now Teavana. They graciously invited me up to Seattle for a behind the scenes look at the new brand, the packaging, positioning, and the new Tazo retail concept.