COP 2 - Practical - Final Designs

COP 2 - Practical - Carrot Stix Mockup

COP 2- Practical - Apple Stix Mockup

COP 2 - Practical - Celery Stix Mockup

 

COP 2 - Practical - Alternative Flavours

Following on from the original celery sticks packaging, I decided to move on to two different 'alternative' flavours, carrot sticks and apple sticks.

To create these designs I simply followed the form of the original designs and adapted them slightly for the two flavours.


Carrot Stix;





Apple Stix;

  

COP 2 - Practical - Designing the Reverse

Once the front of the packaging was done, I set about designing the reverse.

Because of the positioning of the celery on the front of the packaging, I was able to incorporate the 'back' of the celery onto the reverse, as if it had 'overlapped' as such onto the other side.




I added a few basic elements such a barcode, an EatSmart label and some 'fun' slogans to again attract a younger audience.

I wanted to add more to the back but there was no need for an ingredients list or nutritional table as the only contents inside the pack were simply celery sticks.

COP 2 - Practical - Further Development

To bring the project back to a properly informed focus, I decided to use Sour Patch Kids packaging as a main influence for my brand development.

To emulate the design slightly, I started by putting a 'splodge' shape onto a bright background.

 

I decided to add some typography onto the design using the font 'Jelly Donuts'.

I played around with adding some celery onto the design in a similar way to Sour Patch but I felt like this wasn't working too well.




I decided to make the celery character a lot bigger and make it the main focus of the packaging - I also thought about adding a little slogan such as 'crunchy n cool' to appeal to a younger audience.



In order to help 'build' the brand, I came up with a fictitious name 'Eat n Go', which I felt was friendly and personable and went with the theme of the branding.




I put all the elements together into a mock up of the front of the packaging, adding a circular window so that the celery sticks were able to be seen before opening.

COP 2 - Practical - Research - Characters in Branding

COP 2 - Practical - Research - Meet Mr Product

From the expansive Jolly Green Giant to the neat Tidy Bowl Man, from the natty Mr. Peanut to the cute little Morton Salt Girl, ad characters are as familiar to us as family members. In Meet Mr. Product you'll find a vibrantly colourful tribute to these pop-culture icons. This chunky compendium is filled with hundreds of famous and recently unearthed "spokes-characters," grouped according to ad genre (Meet Ms. Fluffy Rice, Meet Mr. Diesel Power). Brief section introductions illuminate the reader with fascinating titbits of ad lore.

COP 2 - Practical - Adding a Character

I didn't feel like my initial designs were working that well, so I decided to think about adding more imagery into the design.

I did come across some vector imagery of celery online that I thought about incorporating into the design, but I felt like this was perhaps too impersonal and not that inviting.



Following this, I considered incorporating a character into the packaging.

After a quick online search I came across this cartoon image of some celery which I felt would be ideal for the development of my branding.



I added some colour to make the design vibrant and almost 'childlike' as such.



I tried the character out on a few different backgrounds with some typography alongside it.

I did feel like this better resembled junk food with the character incorporated.

COP 2 - Practical - Initial Packaging Designs

After settling on the 'Badaboom' typeface, I started thinking about how I could incorporate this into packaging.

I had come across lots of 'explosion' type shapes on other junk food packaging - I think this adds energy, movement and excitement to the packaging, something that attracts young children.

I found a 'puff' type explosion and started playing around with this alongside the typeface.





I decided to put this onto a basic 'crisp packet' shape and adding a small image of some celery to allude to a 'window' in the packaging where the sticks would be seen.



I felt like this was too bland and didn't 'pop' enough in comparison to other junk food packaging.

I chose to switch the colour palette up to brighter, more fluorescent shades and made the type more dynamic by enlarging it and putting each letter on a slant.

COP 2 - Practical - Typeface Exploration

After colour sampling, I started looking at typefaces I could potentially use.

I wanted to go for a comic/cartoon style to fit in with the junk food theme and give that 'cheesey' element to the packaging.


    

'BadaBoom'
'Shaka Pow'
'Cheesburger'
'Bubblegum'
'Jelly Doughnuts'

I then started thinking about names for the healthy snacks I was branding. After trying out a few I decided that I really liked 'Celery Stix' and felt that the 'x' on the end of the stix added that 'cool' edge that children are drawn to and made them fit in within the junk food market.



After settling on 'celery stix' I chose to start playing around with colour and things such as drop shadows, making the text appear '3D'. I had noted that this was very popular within typography in the junk food market.

COP 2 - Practical - Colour Sampling

To help kick-start my design process I began sampling colours from different junk food packaging in order to get a general vibe for a colour palette I could potentially use.

I did find that the colour palette was largely similar for each product that I swatched - there were lots of reds, yellows and blues used.

Bright primary colours were very popular and fluorescents too.

COP 2 - Practical - Research - Cheetos

Perspective Branding - Cheetos, being a global kids’ snack, must keep up with the fast-moving pace of its young consumers. So, we refreshed our previous design with a cleaner brand identity and took an in-depth look at the style and character of its global character icon, Chester. The new design portrays Chester in a dynamic, hyperrealistic 3-D look where he dresses, acts and appears the way real kids do in the world around them.

COP 2 - Practical - Research - Mike and Ike

Just Born Inc., makers of MIKE AND IKE, PEEPS, HOT TAMALES and GOLDENBERG'S PEANUT CHEWS candies, confirms rumors that the legendary candy duo, Mike and Ike, have re-united. The candy duo cited irreconcilable creative differences a year ago, which caused them to stop collaborating on their famous fruit chewy candies. 

Mike and Ike are re-uniting for the love of their fans and their passion for MIKE and IKE® candy. The company says the business partners will still be involved with music and art, but are now refocused on what they are most passionate about -- MIKE AND IKE candy. 

As part of their comeback, Mike and Ike have even agreed to let Hollywood make a movie trailer about their return. The Return of Mike and IkeTM Movie Trailer will air on national television beginning in June. The celebrity candy duo once gain breaks the mold, doing things that no other candy brand is doing.

Mike and Ike have collaborated to make their candy better than ever with a new package design and the addition of real fruit juice and amplified fruit flavor for all of the fruit varieties of MIKE AND IKE candy. The return of Mike and Ike also brings a new flavor "Strawberry Reunion" to shelves this spring. Other flavors in the line include Original Fruits, Tropical Typhoon, RedRageous, Berry Blast, Lemonade Blends, Italian Ice, Jolly Joes and ZOURS®. All MIKE AND IKE® flavors are available at major retailers nationwide in multiple sizes including a 5 ounce theater box with a suggested retail price ranging from $.99 - $1.39, an 8.3 ounce, "The Big Box" ranging from $1.69 - $2.09 and a new 10 ounce re-sealable stand-up bag ranging from $2.79 - $3.19.

"Mike and Ike came back to their number one passion of making great tasting candy," says Donald Houston, senior marketing manager, Just Born Candy. "Now, all of the flavors of Mike and Ike® have an amplified fruit flavor and taste even better."

Consumer Engagement Programs for the Return of Mike and Ike

As a result of the return, MIKE AND IKE executives have been working with Mike and Ike non-stop to develop many exciting 2013 events to help fans celebrate. The new packaging is fun, colorful and contemporary. Retailers will feature new MIKE AND IKE® displays with a sleek black design. The packaging has a message informing consumers that the feud is over and Mike and Ike are back.

The new mikeandike.com website has been launched. It combines social media feeds such as Twitter and Instagram, with product and promotional information. Here, fans can see what Mike and Ike are up to and learn about what's new and what's next."The MIKE AND IKE Movie Mania Promotion" will run from May to September 2013. It will encourage fans of the candy to enter to win movie tickets, a home theater system and other prizes to support both the movie theater candy the brand is famous for, and the upcoming movie trailer about the return of Mike and Ike. This promotion will live on mikeandike.com.

The Return of Mike and IkeM Movie Trailer appeared on the new website in late March, and will be in Facebook ads in May and included in spots on national TV beginning in June. Radio ads and billboard advertising will continue to promote The Return of Mike and Ike.

COP 2 - Practical - Research - Pop-Tarts

CARU reviewed the packaging of Kellogg’s Pop-Tarts products as part of its routine monitoring practices.

The front of the package of Kellogg’s Pop-Tarts strawberry flavor pictured four strawberries, with the pastry’s strawberry filling prominently displayed. It also featured the claim “Made with Real Fruit.” The back panel of the box consisted of a large card, outlined with a dotted line, which featured a cartoon representation of a Pop-Tart and other characters. On the top of the panel, the box instructed, “Cut & Collect 15 in all” and “With safety scissors, and an adult’s help, cut along dotted line.”

Kellogg argued that CARU should dismiss the case because the product packaging was not directed primarily to children, but instead intended for the primary grocery shopper. CARU disagreed. It found “ample evidence” to conclude that the packaging, using the cards – along with its advertising copy – was directed to children under 12.

“The package is not only attractive to children, but appears to be directed to them. The box is filled with depictions of the signature cartoon Pop-Tarts character. This is notable in the panel with the nutrition information, which contains six of those signature cartoon Pop-Tarts characters. Significantly, one entire package panel constitutes a premium to ‘Cut & Collect 15 in all,’ ” according to the decision.