Evaluation
This project was extremely different in some aspects to our previous projects. The main reason for this was that we had to write and come up with our own idea and brief for this project, which was something I initially struggled with, but when I got my idea I felt it was enjoyable and interesting enough to research into.
I initially started off researching into specific world problems such as gender equality but then realised that I wanted to expand my horizons further and look at different projects from other artists dn designers dealing with the same pathway of Advocacy. This really inspired myself to challenge and create something which I had no experience in before, which turned out to be packaging, and strengthening my skills in creating a strong identity. I started researching into different world issues which could be dealt with locally, and this led myself onto local food producers, and how their foods are more organic, as well as helping local communities build ties and build the local economy.
I researched into a wide range of different areas which deal with local food production, and after further discussion with my tutor decided that the solution for this project is to create a franchise which will allow local areas to buy into and then sell locally produced food under the name of the brand, which will be sold in a pop up event of a farmers market. The franchise will provide packaging, banners, label maker, and stickers. And will an opportunity on the stickers for the local producers to write their own brand or farms information, this way it is supporting and promoting the locally sourced food.
The identity I explored a few different name ideas but eventually went with the name Kindred Foods, as I felt the word kindred really worked with the purpose and underlying point of my franchise. To build communities and bring people together. I wanted a modern identity which would help draw in a younger fresher audience basis. The identity was developed throughout the project, and eventually I had a pink identity which stood out on the chosen paper stock, was bold, and worked very contemporary. The identity can also work in a black and white version, as seen on the sticker.
Initial experiments started off looking at different imagery and illustrations, and through research I realised that a lot of the successful modern and fun packaging designs included illustrative components, and I really wanted to expand my own design imagery to explore patterns. Therefore I set up my own composition of imagery for fruit and started experimenting with a style of illustration. Once I had the imagery sorted I started exploring pattern layouts, which took a while to create a well balanced and equal pattern which would be used across the packaging range.
The packaging bags and the stickers were elements which I struggled with the most due to the layout. Eventually after further development myself and a tutor discussed that having the pattern across the whole bag and the identity just on the stickers would make the packaging more successful which it did. The sticker has two different designs one circular for the deli wrapping sheets, and one rectangular for the paper packaging bags. This meant that each one belong to another and it was different for different purchases. The sticker has the bright vibrant pink colour choice, which makes the packaging more vibrant and modern.
All of the deliverables have the same layout consistency that the identity and the imagery never actually touch. On the banner there is a white space behind the identity. This helps to make sure that the identity stands out and doesn’t get over powered by the imagery, as it is quite a busy pattern.
I am happy with all of the deliverables outcomes however if I had more time I would to go back and develop some of them further for example the tote bag. I think this is probably one of the unresolved packaging due to the screen printing rooms accessibility and time I was not able to go back and print some more. Due to the thinness of the line weight it meant that the emulsion ribbed some of the lines away on the screen, and also the ink bled through quite a bit leading to patchy areas of the print. I would also have loved to have tried printing on the crate to see how the outcome of the design would have turned out. I think to improve upon my outcomes I would have dealt with my time management better, and booking in advance for different facilities.
However, overall I think he project was really successful, my final deliverables are consistent to one another. And my idea answers what the brief required to help and support local food producers. My branding is modern and vibrant yet very natural resourced which will help to reach a younger audience. Really happy with my final outcomes and the project itself. It challenged my skills in both typography and imagery design, and allowed myself to explore new skills such as packaging design.
