Packaging Design - Adults

Tucker’s Gourmet Crackers- Coriander & Cracked Pepper

1. What symbols/colour has the company used to persuade their target audience (children or Adults)? 

They have used greens and browns as their colour palate. At the top of the packaging they have used a image of coriander and cracked pepper, to show their audience what flavor the crackers are.

2. What sort of message do you think the colours are trying to convey? Do the colours the company has used for the packaging indicate taste/flavour?

They have used greens to show and indicate the ingredient used on their cracker - coriander. The colour green also conveys and reinforces that their product is natural and fresh, as green is associated with nature and the environment. The brown used compliments green and also is associates with nature and the earth. As the colours used are not the common, primary colours, this give off a sense of uniqueness communicating to a high-quality and upmarket audience for adults. 

3. What style of typography has the company used (serif/san serif/italic/bold) and what does this say about the brand?

The brand had used a san serif font like Helvetica or something similar to indicating it is modern, clean and simple. They have turned the U in the word Tucker’s into a wheat grain again demonstrating that the brand come from natural and fresh products. They have also used another typeface, a handwritten font, they have done this appropriately for the words, “handmade” and “naturally better for you!” reinforcing that there product is all naturally and hand made.  

4. What materials/construction has company used to package the biscuits? In your opinion is the packaging functional? 

They have used cardboard for the outside and the plastic wrapping for the inside, i think it is very functional, and i like how they have used a window so you can see the product which is inside.

5. In your opinion is the packaging eco-friendly and/or sustainable? Why/why not?

Yes, I think most of it is, as it mentions on the back: “Packaging is made from 100% recycled cardboard and printed with vegetable based inks” which is very eco-friendly, however inside they have used a plastic tray as well as a plastic wrapping around the tray, though i think that has to be used to keep the biscuits stay fresh. 

Packaging Design - Childern

Arnott’s Hundreds & Thousands

1. What symbols/colour has the company used to persuade their target audience (children or Adults)? 

They have used pastel colours like pinks, blues, yellows and greens with a cartoon fairy with sparkles around her to attract their target audience, being children.  

2. What sort of message do you think the colours are trying to convey? Do the colours the company has used for the packaging indicate taste/flavour?

The variety of colours makes the product appealing to the younger audience, as they see it as something fun, sweet and happy. The colours they have used in the packaging are they same as on the biscuit, so it is linking the packaging to biscuit. The pastel colours and the cartoon fairy suggests that it is more aimed at girls, with its princess-like theme.

3. What style of typography has the company used (serif/san serif/italic/bold) and what does this say about the brand?

They have used a san serif type, which almost looks hand drawn as it is not precise and perfect but more rounded and rough, maybe suggesting that a kid has done written it, or similar to kids handwriting. This reinforces that it is aimed for kids, as it is modern as well as fun and happy.

4. What materials/construction has company used to package the biscuits? In your opinion is the packaging functional? 

The packaging is made out of plastic, both the outside wrapping and the inside part for holding the biscuits. I think the packaging is functional, as it is kid-friendly, they would be able to open it easilerly and the biscuits are divided into 4 biscuits per container part, so it would be easy to share.

5. In your opinion is the packaging eco-friendly and/or sustainable? Why/why not?

No, not completely, the tray is recyclable which is mentioned on the packaging but the rest is made out of plastic which is not eco-friendly or sustainable.

Letterhead

This is my final letterhead, i played around with it alot, but this is the placement that i liked the best, as it is simple and clean and but still has a bit of decoration with the bottom lines. 

Envelope

My Envelope and letterhead are very similar, i used the same lines at the bottom of the page, so the costumer sees the consistency through out the documents. I made the lines at a 50% opacity so it is not so busy and crowded. I think it is important to use the whole logo on these documents so i have done that with all of them.

Business Card

Back:

Front:

I really like the front of the business card, even though the actual logo is not on it, i think it stands out, even though it is quite plan with just the words tukka and the circles. I made the back a reverse of the front with circles being yellow and the background being white, again i put the logo on it just to reiterate the brand. 

Colours

I have choosen two spot colours from the exercise we did with the landscape photograph, now i am deciding which combination i like the best. The first one is just the yellow and brown together, where as the second one is the yellow, brown and a shade of the brown. I think the 2nd one is more appropriate for the brief as it shows that it is more of a high-quality, up-market brand, as the two colours look a bit cheaper. 

Logo & Type

I have been trying out alot of different fonts, these are my favourite. However i think the handwritten types which i originally like, look too messy with my logo, i think the plain san-serif type look a lot cleaner and suit the brief better. I have also realised that i have too many colours in my logo, so i am going to have to change that so it is just two colours.

Fonts

I have been trying out different type faces on the word Tukka, i really like the handwritten type faces, though i have to be careful with legibility 

Experimenting

I have been experimenting with a couple of ideas, i think my favourite one, is the dot one (first on the second row) and also the circle one (third on the second row). I think with the logo name underneath suit a food an beverage company more, rather than the text on the right of the logo looks more corporate. I also like the brown foot logo, however because it it a food company i dont think it is sending off the right message. 

research

I googled "bush tucker" and "aboriginal art" to help me get some inspiration for my logo, as i wasn't happy with my previous attempts at my logo. Here is what i found:

I noticed that there seems to be a lot of circles within these designs which i quite like. Next is  some how putting them into a logo design!!!

Pantone colour palate

I really liked the colours i choose from my previous photograph, though i dont think they will look good on a logo, so i tried another photograph of Australia and i think these colours will be more suited to my logo, i like the earthy feel to the colours