Once I had decided on my brief and brand name I created a proposal form to outline my target market. the flavours for my products, and the format of the packaging that I am thinking of using. I also found some images that showed the style of surface graphics that will inspire my designs. Doing this helped me to get a clear idea of where I wanted to go with the packaging so that when I started designing I had a basic idea and target market to work from along with some images for inspiration.
I chose to use a tub for the ice cream vessel because this meant the wrap around could cover the entire area and I could fill the whole space with my designs as well as having space on the lid to add extra graphics. I decided on a glass bottle for the milkshake because I thought it would look more premium than plastic and suit my middle market position.
Moodboards
I chose to use a tub for the ice cream vessel because this meant the wrap around could cover the entire area and I could fill the whole space with my designs as well as having space on the lid to add extra graphics. I decided on a glass bottle for the milkshake because I thought it would look more premium than plastic and suit my middle market position.
Moodboards
I created this colourscheme moodboard to get a basic idea of the tones and shades of colour I would like to use and this will help me when designing my surface graphics because I can pull inspiration from this board when choosing colours for the elements.
Next I did a moodboard for the yeti element of my surface graphic to help me get inspiration for designing mine by looking at the shapes, colours, and features of these yetis and I this will be helpful as I can take my ideas from lots of different styles of cartoon yeti and get the best mixture of all of them.
I also made a winter themed moodboard to help give me inspiration for the wintery backdrop behind my logo and main yet graphic. This is also inspiration for the illustration style I would like to use which is simple block coloured shapes with drawn in details. I think this style will work well because it is simple so I can add lots of little illustrations without it looking too cluttered but the block colours and bold and will help my product to stand out on a shelf. I think this illustrations style suits my target market because the style is simple and youthful and colourful and I think it will attract their eyes.
Logo Development
Next I began to develop my logo. I started out by sketching out some basic designs. I decided I wanted something quite bold and bubbly to either represent ice or snow to go with the winter theme of my products.
Next I began to develop my logo. I started out by sketching out some basic designs. I decided I wanted something quite bold and bubbly to either represent ice or snow to go with the winter theme of my products.
I then created two final paper designs to make up on the computer. I decided to create an ice effect on photoshop because I thought this would look more effective and realistic than me hand drawing it. Developing a final design on paper first was helpful because instead of having to make multiple ideas on the computer I could quickly sketch out a lot of ideas and then choose the best two to develop on screen to avoid wasting time on ideas that werent effective.
I started by creating the basic shape for my logo typography by drawing the letters with the pen tool. I then played around with outline strokes, colours, sizing, and positioning.
I started by creating the basic shape for my logo typography by drawing the letters with the pen tool. I then played around with outline strokes, colours, sizing, and positioning.
Once I had chosen the most effective outcome I took it on to photoshop and created an ice texture using layer modes and a photograph texture.
Although I think the ice effect looks effective and realistic, I dont think this design would be suitable for my packaging because the light colour of the ice is very subtle and would not stand out as a logo on the shelf next to brighter coloured packaging. I think it could get lost beside all the illustration I plan to create. I also think the font needs developing further because it is extremely basic and doesnt really say anything about the brand or product.
Option 2 Development
After deciding I needed to change my font I found a number of different typefaces and chose the one I thought would be most effective. I chose this typeface because the hand drawn style of it goes with the illustration based style of my packaging and it is fun and bubbly. The thick black outline will help it to stand out against a coloured background and against the other elements on the surface graphics and I think it will stand out on a shelf. I also think it suits my target market because it looks fun and quirky because of the bold outline and hand drawn style that I think will appeal to a young adult audience.
Next I tried out various different fills for the text on photoshop. I made these my using different photograph ice textures and then applying different blending modes to them to change the colours and opacities. From doing this I found that the simpler textures work best because the block of colour is bolder than a pattern and I think the bluer shades will be more effective because they will fit with my winter theme. Initially I chose the above design because of the simplicity of the texture and the wintery blue shades that I thought would really stand out on a shelf because of the boldness and contrast between the blue and black.
Final Brand identity Development
Next I started to choose the fonts for my additional typography. I started off with the flavour names and chose a selection of fonts and placed them underneath the logo to see which would work best with it. I chose thick stroke, bold, bubbly sans serif typefaces because these blend in well with the boldness of the logo type and anything thinner stroked would get lost. The bubbly style suits my target market as it looks youthful and fun.
After selecting the best typeface I developed it further by creating snow peaks on the top of a few of the letters and I think this is effective because it gives a wintery theme to typography and adds a fun and quirky touch and because of this I think it would appeal to my target market.
Next I picked out a background colour that I am very likely to use and tried out my logo and the additional typography out on it. The flavour name really stood out as there is a strong contrast between the black, white, and blue but the main logo colour was too similar and got lost so I tried out a few of the previous options to see which was most effective.
I chose the above design in the end because the colour is deep enough for there to be a bold contrast between the light and dark shades of blue but it still has the look of ice because of the icy texture running through it. It keeps the wintery blue tone to the design yet is bold enough to really stand out from the background and I think this would really stand out a shelf.
Next I tried out some different fonts for my product types. Again I chose bold, bubbly sans serif fonts because they will look consistent with the two fonts I have already selected and work well for my target market as they are youthful and quirky.
Next I started to choose the fonts for my additional typography. I started off with the flavour names and chose a selection of fonts and placed them underneath the logo to see which would work best with it. I chose thick stroke, bold, bubbly sans serif typefaces because these blend in well with the boldness of the logo type and anything thinner stroked would get lost. The bubbly style suits my target market as it looks youthful and fun.
After selecting the best typeface I developed it further by creating snow peaks on the top of a few of the letters and I think this is effective because it gives a wintery theme to typography and adds a fun and quirky touch and because of this I think it would appeal to my target market.
Next I picked out a background colour that I am very likely to use and tried out my logo and the additional typography out on it. The flavour name really stood out as there is a strong contrast between the black, white, and blue but the main logo colour was too similar and got lost so I tried out a few of the previous options to see which was most effective.
Next I tried out some different fonts for my product types. Again I chose bold, bubbly sans serif fonts because they will look consistent with the two fonts I have already selected and work well for my target market as they are youthful and quirky.
I chose this font in the end because it blends in well with the logo font as it will be placed directly beneath this. It also works well with the flavour typography because they are similar so blend well together but it has slightly simpler shaped characters so it doesnt detract from the impact of the flavour typography.
Final Brand Idenitity
This is my final brand identity containing the logo, background colour, and some of the main additional typography that will be used on the packaging. I think my brand identity is effective because the logo is bold and contrasts against the background making it a main focal point. The additional typography works well with the bold logo because of the bold stroke and bubbly style and the snow peaks on the flavour names carry on the winter theme giving it consistency. I think it all suits my target market because the bubbly hand drawn style is fun and youthful and this also goes with the hand illustrated style of my packaging.
Surface Graphic Development
These are my initial designs for the yeti. I kept them quite simple and 2D taking inspiration from my winter and yeti moodboards. I decided to place the yet at the bottom of the packaging with just the head showing leaving space for the logo and any additional typography above it. I have made the mouth open and quite large because I want to play around with filling it with an image of something related to the flavour of the icecream or illustrations related to the flavour. I could also try and give the effect of it being a clear window where the ice creams shows behind.
These are my initial designs for the yeti. I kept them quite simple and 2D taking inspiration from my winter and yeti moodboards. I decided to place the yet at the bottom of the packaging with just the head showing leaving space for the logo and any additional typography above it. I have made the mouth open and quite large because I want to play around with filling it with an image of something related to the flavour of the icecream or illustrations related to the flavour. I could also try and give the effect of it being a clear window where the ice creams shows behind.
This is an initial idea for the front and the back of the packaging and although I wont go into in depth designs until I have the dimensions doing these enabled me to start making small elements where the size of them can easily be adujusted like the yeti or the mountains.
I also created some additional layout ideas for the full length of the net for each vessel.
This is my initial design for the yeti. Originally I didnt want to use an outline stroke because of the style of the rest of the illustration so I will play around with removing that. I also want to neaten up some of the lines and draw the eyes myself because the look too perfect compared to the other hand drawn lines.
I drew out a basic rectangle shape and used the clipping mask to place the yeti inside it as this is how I would like the yeti to be placed on my final packing. I think it will fit in quite nicely to the shape but as my net will come in smaller at the bottom compared the the top the edges wont all be equal so once I have my net drawn out I will have to experiment to see if this still works.
This is a quick mock up of the basic design for the front of my ice cream packaging. The flavour typography is the unedited version so this would usually have the snow peaks on top of some of the letters. I think overall it works quite well and although I havent done this to the dimensions of the net it gives me a rough idea as this is similar to the height of the ice cream tub so I think it could work quite nicely as it isnt crammed in together and plenty of room has been left for little illustrations. I think the colours work nicely together too and although the yeti is also in blue I made it brighter than the background so the subtle contrast helps it too stand out and you can easily differentiate between the two. I think wrapping the flavour name around the head of the yeti is effective because the logo and product description are all in basic straight lines of text so this adds a contrast and keeps it fun and quirky which will suit my target market.
Net Sketches
Once I had bought my vessels I sketched out my initial designs for the nets using measurements taken from the vessels.
I also created some additional layout ideas for the full length of the net for each vessel.
Net Sketches
Once I had bought my vessels I sketched out my initial designs for the nets using measurements taken from the vessels.
