After researching Cadbury's roses, see my Design Context Blog, and after attending my crits I have many ideas of where I should take my research to incorporate either; Product and Packaging, Product and Distribution, or Product and Promotion. As my original direction when getting the word 'roses' was to re-brand the packaging and change some of the flavours, to make them more popular, as right now people wouldn't chose roses of all the chocolate variety boxes. Therefore I decided to go towards Product and Packaging, as that is where my direction was going anyway.
Initial ideas for Roses;
After the crit;
I got a lot of feedback in this crit, mainly to make the product quite playful and different, therefore I started by looking at the different packaging that I could use, something different and out of the ordinary.
This is the last box I tried to construct, and I found that it looks the best of all the box nets that I have tried. It is elegant, pretty on the top yet quite simple to open and close It has a nice shape, and I think that it could be used for both the larger and the smaller box. Although making it larger I would have to elongate the box and change the scale rather than just making the hole thing bigger.
When looking into the packaging I was thinking about the brand Roses, and what colour scheme I should use. Then I thought that I would have to use a similar colour scheme as it is recognisable. I wanted to have more freedom with the packaging and the product, therefore as my name is Daisy I thought that I would create a rival chocolate, that is everything that Roses isn't, therefore thought I would create 'Daisies'.
I initially started looking at how I would be presenting the flavours in a information graphics style. I wanted to keep it simple yet effective also aesthetically pleasing. Therefore attempting to draw out different ways of creating the chocolates wasn't working for me, so I started to draw them on illustrator, experimenting with different colours and flavours.
- Shortbread and caramel
|Orange crunchy cream|
|Shortbread and Caramel|
These are the illustrations I have chosen, I have tried to go with variety, but also show the content within the chocolates. The idea behind these chocolate illustrations is that you can see what the chocolate will look like when bitten into. What I think is lacking about Roses was that there was no description or image of the chocolate, there was just the wrapper and a name, this doesn't give anything away. Having it be a surprise could be a good thing, but it doesn't work very well with Roses as they are all similar flavours anyway.
I started by looking at having the name as 'Daisy's' or 'Daisies'. And I couldn't make a decision therefore started to look at the different fonts I could use for my logo, and see what looks best.
|Tw Cen MT|
|Times New Roman|
I then started to look at having a Daisy as the logo, maybe both the Daisy and the text together.
To get the correct and accurate colour match I decided to use a pantone book to find the exact colours of each chocolate. This is so that I can use the colours in the packaging, on the key for the chocolates also to show the wrappers for the chocolate on the key, this is so that there is no confusion when it comes to identifying each chocolate.
- Pink - Pantone 210C
- Light Green - Pantone 7487C
- Dark Green - Pantone 347C
- Yellow - Pantone 3945U
- Light Blue - Pantone 299U
- Dark Blue - Pantone 286U
- White - White
- Red - Pantone 32U
- Orange - Pantone 1505U
- Violet - Pantone 253U
Applying some of the colours to the packaging showed what would work and what wouldn't work, I did this using the pantone values for each of the colours.
|Inside the small box|
|Top of large box|
After the crit;
After the crit I decided to make some changes with my chocolate key, I also need to reprint my box, and change some of my spellings. I want to make the key more playful, so that I can have some fun with my audience. By adding illustrations and text to the key this will make the key more friendly and softer, rather than neat and simple.
Drawings on illustrator;
New Chocolate key;
There was too much white on my old chocolate key, so I thought about changing it to the same colour as the box, I also added my illustrations to each flavour. Some illustrations were harder to think of than others which were very obvious. Adding them in allows the design to be more playful and will attract the audience. I also added a 'How to...' on the back, and the poster that I made about the most popular flavours, this will give the audience more information, and keeps it nice and light.
If I were to do this again, I would change many things, as the before the crit I noticed that I had a few spelling mistakes and the actual packaging had cut off the top of the box when I was printing, therefore I did change them and next time will be more careful. Through the actual production process of this brief we weren't able to have a crit due to weather conditions, therefore I just worked on what I thought I should do, but after the crit I realised that it was too simple, and it needed to be more playful, therefore this is why I decided to adapt it.
I prefer the product and packaging after the crit as it has more detail so that it makes it playful and creative, but not too much that it looks tacky and cluttered. I decided to add some information graphics on the back of my chocolate key to make it more interesting. If I were to re print or to bare in mind for the next brief is to add more of a bleed to my work as printing double sided does not guarantee that they will be back to back, therefore I had to cut off more than I wanted to on my chocolate key, also pay a lot more attention when scoring the packaging. I would also have looked further into where my product would be sold, as if it was on a lower shelf, the label might not be able to be seen due to the shape of my packaging, therefore I would take that into consideration more.