So I am halfway through my second to last quarter of college...EVER! Um so I am like really excited about that! This quarter I am taking an independent study course focusing on packaging design which is something I have wanted to focus on for a long time now, but with no real course offered at my college I couldn't. So I owe a big thanks to my advisor for putting time aside every week to meet with me for critiques and to look over sketches and comps and give me good feedback! Anyways I have completed my first project!!! I am pretty pleased with how it came out and I wanted to share the process I went through and the final outcome.
The way I like to start my design process is to do some background research about the product I am going to be working with, find out it's history and what makes it different from all the others, what makes it unique. Then I like make word lists, I like to list all of the bad/cliche ideas that pop into my head first, make little doodles and sketches off to the side of anything that comes to mind. After that I like to narrow down the brand name (if I am the one creating the new brand/ this isn't necessary if you are designing for someone who already has a name.) Anyways after I decide on a name I like to make sketches of what this logo might be applied to, knowing what the logo will be placed on is helpful for me to envision what type of shapes I might use or the space I have to work with.
Another helpful thing to do is to make mood boards, I gather images that have the aesthetics I want to bring to the brand/project. I choose photos of anything that inspires me and makes sense with the vision that I had in mind.
So the idea was to create a brand that was a subsidiary company of Folgers Coffee, as if they were to open a coffee store. The brand would be called "San Francisco Coffee Co." I landed on that name after researching the history of Folgers Coffee and I thought it would be perfect since that is where Folders was established in 1850. I wanted to play off of the San Francisco idea by incorporating classic elements from the area such as, the Golden Gate Bridge, sail boats by the bay, and a typical "Cali girl" with oversized sunglasses. I wanted my simple illustrations to tie in with the big picture so I decided to include a fun illustrated background which would be a repeating element thoughout the whole set. I set this up as if it would be in a small coffee shop in the bay area, and would attract a young "hipster" crowd and be a college hang-out spot. My packaging includes, three different ground coffee labels, coasters, cups and sleeves, biscotti packaging, chocolate bar, cookie tins, and a re-usable bag you would receive upon purchasing ground coffee.