The first version of the women's designs was extremely different to the men's.
I had chosen to base the whole thing around a curved/rounded tray as research shows women prefer these sort of shapes to geometric ones.
I chose to have the 'macaroni cheese' really quite large int he middle of the circle in the typeface 'Chasing Embers'. I loved the rustic/organic feel of the typeface and felt it worked really well to target a female audience.
I added the word 'organic' above the macaroni cheese - this was to highlight the organic nature of the product to the audience. Research suggests women are more concerned where food comes from and how 'healthy' it is - which is why I chose to highlight this element on the women's designs without even mentioning it on the men's.
I arranged the information on the back of the sleeve in a very similar way to the mens - after all, the ingredients and the product inside were the exact same!
However, I chose to make one quite significant change - I swapped round the hierarchy of the nutritional data and the ingredients.
I chose to have the nutritional data above the ingredients and in a box as research suggests women are more concerned about the nutrition of the product and how it will effect them - this was opposite to the men's designs.
Similar to the men's designs, I used a crayon brush tool around the information as again, it worked really well with the Chasing Embers typeface - except this time I put it in a rectangular box style.
Although research shows women prefer rounded, curved shapes - I wanted a more serious and formal tone surrounding the nutritional data, so chose to have a rectangular box around the info as I felt it had a more serious appearance.
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