Crit* Big Pot Co.

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Big Pot Co.  is an Irish based brand of fresh, handmade soups for both the foodservice and retail markets.

Made in small batches using regional produce, the soups have been developed to retain the natural colour, flavour and texture of the ingredients. Design agency Pierce Communications recently developed a new packaging solution for the brand which confidently mixes a local and traditional chalkboard aesthetic, the hearty qualities of bold typography and the honesty of a light hand drawn script and illustrative detail.“These small plastic soup pots have been designed with special heat insulating wraps which allow the consumer to heat the soup and hold the pot in their hand. An idea which was strategised to make the most of people who buy soup to eat on the go.”

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“The three new pots have been designed with an organic yet contemporary approach to appeal to its target audience and to highlight the unique fact that the products are hand-made.” Design by Pierce Communications although there is a reliance on a fairly conventional fusion of ‘craft’ and ‘traditional’ aesthetics these have been executed incredibly well. Based around a typographic mix of tall and heavy uppercase sans serif letter-forms juxtaposed against a light humanist script, the solution manages to balance hearty flavours with a sense of hand craft and a personal touch. The serifs, black and white colour palette, underline detail and blackboard aesthetic of the visual identity sets a more formal and reliable tone that suggests heritage with a subtle agricultural undertone.

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These two typographic messages are bound together by illustrative elements that neatly mirror the line weight and fluid style of the script. Their flighty and dynamic construction suggests energy and vitality while also drawing on the characteristics and traditional associations of note covered recipe books and home cooked food. Concentric circles (perhaps a reference to dinner plates and bowls) neatly blend these components inside a lid sticker and form a reoccurring theme throughout the structural, identity and graphic design, one that perhaps hint at the brand’s sustainable aspirations and the locality of ingredients. While clearly off-the-shelf the sturdy pot is a practical middle ground ideal for the foodservice and retail markets. A tall adhesive label covers a significant portion of the plastic and, through its textural background delivers an earthy recycled card-like appearance. The inaccuracy of the sticker application across the lid builds on the small batch nature of the product giving it a hand-finished sensibility.

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A vibrant but natural colour palette alongside subtle texture provides significant contrast to the monochromatic logo and reinforces the themes established by the typography. It creates a clear divide between product and brand for future line expansion while also conveying a little of the ingredients of each variety.

The result is not entirely original and the language is a little dull but it has been very well executed, ticking the necessary boxes, communicating a clear, traditional, wholesome and handmade proposition while looking genuinely fresh and honest.

Opinion by Richard Baird

@richbaird