The project brief was to design luxury packaging for the fictitious Barton & Childer's organic game meats.
Two venison steaks and two pheasant breast fillets vacuum packed on gold card that needed a unique die cut box. Firstly, I had to create an identity for the brand, something that would reflect the rich heritage, history and aristocratic lineage of this family business. I wanted the packaging to mix modern,organic luxury with a sense of heritage, which I achieved primarily through the use of a crest as logo for the brand. As with any meat packaging, the consumer likes to see the product, so the die cut had to incorporate a window. Another stipulation within the brief was the execution of a presentation package that would accommodate both meat boxes but also needed to showcase the window on both boxes. It was in response to this stipulation that I came up with this unique diecut box where one box compliments the shape of the other. Unlike most meat packaging, in Ireland at least, the product stands upright on the shelf, allowing for greater visibility and maximising shelf space.The jute handle reinforces the organic feel on an aesthetic level.
Overall the predominantly modern aesthetic was in response to my target market which is predominantly an urban ‘foodie’ market; people who are interested in food and cookery and who are conscious of where their food is coming from. My design also incorporates a 'Home chef recipe card' printed on magnetic paper, which is held neatly in a pocket on the back of the box beneath the opening tab perforation. This card, designed to be placed on a fridge door, serves as a constant reminder of Barton & Childer's quality produce and luxury brand.
Designed by Edel Quinn