Packaging Exercise - Arrowroot Biscuits from Arnott's

The example of the product is a bit of an array, but the one I was going to do an analysis on is the top right (Arrowroot).

1: What symbols/colour has the company used to persuade their target audience (children or Adults)?

The little parrot logo and a very simple white packaging, with a scale picture of the biscuit on. Thinking it's attractive in an old mum and pop kind of way. What you see is what you get I guess. I think it maintains its individuality from the sheer amount of product they provide as well. I mean it could be a lot of things at a glance.

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?

Yes they're advertising arrowroot biscuits. I mean you can't really put a "party" label on it. So they've gone with a more traditional scheme, if you could say that, I mean I don't have all that back knowledge of arnott's packaging.

3:What style of typography has the company used (serif/san serif/italic/bold) and what does this say about the brand?

A very traditional one. Again tying in with that particular product being what it is, and the difference it has to say something from the "SHapes" range. Similar to the ginger nuts in that respect, older and from another time.

4:What materials/construction has company used to package the biscuits? In your opinion is the packaging functional?

In this product they use a single sheet of plastic that holds the biscuits firmly in a column. I think it's functional, and there isn't much to it. Plus I think it ties in with the message they want to convey about the product (simple)

5:In your opinion is the packaging eco-friendly and/or sustainable? Why/why not?

Well, yeah. As I've mentioned above, it's a single sheet of plastic, which I guess you want considering it's perishable (Keeping it air tight). Plus I think the quantity is ok for the amount of packaging. But then again, I believe it's one of those plastics that hard to recycle, but easy to produce... On going struggle to consider everything isn't it...

The image above was retrieved from http://about-australia-shop.com/images/static-arnotts002.jpg

Here is an example of the business card. I moved away from displaying the logo in its typical fashion, and opted for a vertical column for the background instead. I feel this in turn frames the text on the left more giving balance.





Here is the back of the business card. Instead of leaving it blank, a single gumnut taken from the logo is applied in the bottom right hand corner.

Envelope

In the image above of the envelope, I have tried to do something different with the logo positioning. And placed in below the section for stamps. The return address is located in the top left corner, and possibly department to be displayed below i.e. finance, marketing, accounts.

Letterhead

Here is an image of the final letterhead. Trying to keep it simple and non-intrusive, the text has been run along the top in a single line leading into the logo at the right hand side.

Type

Here are a few more tries at labeling the logo. Thinking that the Helvetica on the right is the one I'm going to go with. The one on the left was an attempt at making the letters fit. But looks a bit lame (couldn't really apply it to the rest of the letters).

Starting to like the design a little more though, which is good. Liking that its not to encumbered with meanings/metaphors, so having a good level of simplicity.

Logo Arrangement - almost done.

The images below are some of the ideas I had about arranging the text and logo. Ultimately I've opted for the one on the upper left. But with a solid colour for the back ground, and also changing it from two colours to one (as per suggestion from feed back, actually works well imo).





Here is the final logo with the colour, shape and image. The only thing I cant decide on is the text, so I'll have to keep experimenting. Still leaning towards a sanserif, only a more curved and also a thicker weight. These are three attempts with type (middle needs more weight).

New Colour Palette

Image retrieved from - http://www.flickr.com/photos/bendummett/2881861320/

Reflecting on the colour palette previously posted, and considering the image being used. I've chosen to discard it (the Uluru swatches in a previous post). And moved onto using the greenery of the bush instead.

The reason for this is to keep some retain some level of relation between the image and the colour. As opposed to the red/blue used in the next post for examples of the logo. During class feedback it was also suggested that the logo could be monotone which would interesting, dropping away from the duotone scheme I've had in mind the whole time. My only fear here is the use of font, as my searches on this subject haven't been all that forthcoming. Something in a sanserif that is maybe slightly scriptive. But that will be discussed at a later time.

Week III

For the colour, I think that extracting it from a desert setting is good for this application. And the chosen seen is from Uluru, which is brilliant because I was looking for that iconic desert red thats synonymous with the Australian outback.

As well as the red, there are also the greys and blues which could be good for a combination (think horizon line - land meeting sky in the setting above).

Trying to lean away from a green, due to the Christmas colour combination of red and green. And I think a red should be used, so as to make the logo more dynamic (probably drop it back a bit though so as not so as a little more earthy).

The image above was retrieved from this site http://www.mulgas.com.au/mulgas/04Photos/pages/AyersRock_Uluru_tif.htm

Week Two -

For this exercise I went through a couple of different images (windmill and sun), but ultimately decided to go with the gumnut for the post.



The decision was due to the simplicity of the initial image. And that it still manages to maintain a certain level of recognition.

Still thinking about the sun image though. But in doing that it would be more oriented around the type.

Week 1

So we're to choose a logo from a list of Australian food companies, and then answer some questions about it. I've selected The Natural Confectionary Company.

Here is a picture of the company's logo (above). This image is from this site.

Q1) What symbols has the company used to represent the brand? Does the brand use any? Australian symbols or Icons in their design (if so; identify the symbols and their meanings).

The shape isn't really reminiscent of anything I can think off. It's symmetrical and lets the type arc across the top and line by line condenses as it descends on the the border. Each body of text - title, contents and the "Binka's" is self contained in it's own shape. Nothing iconically Australian is apparent.

Q2) What colours have the company used to represent the brand?

They've incorporated really gentle colours overall with the red at the bottom giving it a good contrast. The blues used are an ice blue for the border and a darker blue with a greyish hue. Overall the use of colour is gentle.

Q3) What sort of message do you think the colours are trying to convey?

It gets your attention and doesn't punish the eye, kind of like they're not putting the hard sell on (as aforementioned it's quite gentle). Think that they are also trying to convey that their product is natural and not so artificial.

Q4) What style of typography has the company used (serif/san serif/italic/bold) and what does this say about the brand?

Sans serif for the title, arcing across the bottom and flat on top. Followed by a much smaller serif font in the sausage across the middle. And lastly the "binka's" at the bottom which is sans serif again, but a bit more playful compared to the rest. Think it's trying to be plain and appealing to both younger and older people.

Image retrieved from Imaginosity, Dublin Children's Museum (Retrieved at 8:00 pm 23 February 2010)

http://www.imaginosity.ie/archive/Photos/logos/TNCC%20logo1.jpg

Logos