Packaging Design

Rationale

My packaging design for the three different flavours of gourmet biscuits is a clean and simple design like my logo for Tukka. I have done this to appeal to the market that are willing to pay a bit more for gourmet products.

Each flavour has the same design on the packaging, though i have changed the photo at the top which shows the ingredients in the biscuits, as well as the colours which are associated with the ingredients. I decided to choose photos of the ingredients instead of the picture of the biscuits it self, as i have used a window at the front of my packaging to show the customer what they are getting. I find that the pictures of the ingredients as well as the window will intise the customers into choosing the product. It shows the quality and type of ingredients that are used and also shows that the brand is not afraid of showing it.The shape of this window is the same shape as the circle on the logo, which i think ties in nicely. 

The shape of the box is a triangular shape which joins at the top. I have decided to choose a sticker to join the flap of the lid down the back part. This is so the users can reseal the biscuits if they aren't eaten all at once.

As mentioned on the packaging, I suggest that the material of the packaging should be 100% recycled cardboard and used with vegetable based inks. I would recommend at matte based cardboard, as i think that will be best suited for a eco-friendly product.  

I have used Tukka’s mission on the back of the box to reiterate what the brand is about. I used a hand-written font for this, so it feels like the owner has personally written on the box to share his message.

Research for Packaging Design

I have just been looking at some packaging design on the internet and these are a couple that i really like:

This is a really cute packaging design, with it's own little handle.
I like the first two packages at the top, they have that natural & simplistic look. I think its cool how it's all about the type, its stand out.

I like the box shape of the packaging on the left, and the type is really cool.

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.