03/03/2014 § Leave a comment
Today I spent a couple of hours – yes a couple – in the printing bureau deciding, testing and editing my package ready for printing. Before this though, me and my friend headed to the paper supply shop in Huddersfield centre to get a real idea of what it is we really wanted our product to look and feel like. Her needs were different to mine in that she wanted rough, porous paper when I wanted quite a smooth finish. Initially, I did think having a slight texture to the box would add that luxurious feel so I went ahead and purchased a couple of sheets for testing purposes.
The lady in the printing bureau was extremely helpful in that she helped me set up my packaging file ready for the printer and helped me make the best decisions for my final product. I went ahead and used a type of cartridge paper that had quite a bumpy texture as I thought this could represent the era the whiskey was most popular in. When it came out though, the design just didn’t co-operate with the paper well at all. Although I really did love the mixture of the shine and matte finish that came with it, you really can’t see the smoke design on the front and back, the small writing has become slightly unreadable and there are some light speckles amongst the navy blue background.
I decided that I should stick to the smooth classic style I originally wanted to go for so I then opted for a smooth finish, fairly thin card. This came out so well that I decided that I didn’t need to try any other papers! I loved the overall finish to it; the colours are deep, rich and the white is super bright. After seeing how the first tester came out, I noticed that the sides to my net needed slightly adjusting and the smoke needed making slightly darker so that it stands out more against the dark navy. I adjusted it accordingly and when it came out on my second try, it was perfect. Well at least I think so!
In addition to my product, I wanted something to just add that extra special oomph. I bought a beautiful A4 piece of metallic dark silver card that will line the opening of the box. I can’t wait to add it to my final piece!
02/03/2014 § Leave a comment
After I had fully settled on the net design for my cologne box, it was down to the best bit: designing! If you look at my mood board, you can really get a feel for the type of man i’m targeting which is the modern day suited and booted. I imagine a man who shops in a mixture of high street and luxury designer label shops buying my Canadian Club Cologne as it has the history of expense and class but at a more affordable price.
To target this, I wanted to use a really clean and simple approach and the first thing that will attract attention is colour. Looking at the brands existing colour palette, I created a small colour chart to work from and to see which compliment each other best. As you can see their is a mixture of dark blues and greys to represent the suits and warm browns and oranges to represent the whiskey:
I constructed my design and then adjusted my colour palette to see which I preferred. Initially in my head I was seeing blacks and oranges but when it was physically in front of me, I found it too harsh for the brand. After playing around a little more, I settled on a deep navy blue with pale orange accents. I really love the contrast between the two and think it works well to show a sophisticated male.
Moving on to the typography, I knew it had to be very basic and I also knew I wanted it to be in bright white so that it stands out well on the dark background I have chosen. With all this in mind, I looked through my selection of typefaces as well as having a look online and created a quick list to see which I preferred. The typeface needed to compliment the brands logo which was my main concern:
Example 5 & 6 really didn’t work well with what I was going for as they’re too fussy and slightly feminine. In the end, I narrowed it down to example 1 & 12:
I tested them both out on my background and fit them too my net. I really like them both as they have different qualities but remain in my idea of ‘basic’. Dubiel has a similar style to the logo which is why I was drawn to it I think, but I also love the height and thickness of the Tall, Dark and Handsome font; it reminds me of the 1950s which is another quality I wanted it to have. Eventually, I settled on Tall, Dark and Handsome because I think it stands out next to the logo.
For the front of my packaging I wanted something that symbolised the scent I was selling as well as it’s reputation so I opted for smoke. Initially I was going to have white smoke to go with the white writing but I really like the subtlety of the black. I did a mirror affect so that the smoke looked the exact same at either side of the package and I really love how it turned out.
01/03/2014 § Leave a comment
I wanted to create a second prototype to the correct scale of my final product and to make sure that it all works correctly.
There was a slight problem with keeping the lid shut so I came up with a solution that includes a ribbon tie. At first I thought that men wouldn’t really be keen on the idea of ribbon on their products but after talking to a couple of male friends and family members, I concluded that as long as it was dark in colour and minimal, it could work.
Overall I really love the style of this packaging and I am really looking forward to getting my design onto it.
25/02/2014 § Leave a comment
For my product packaging, I wanted it to be something that represented both it’s time (1960s) and it’s origin (Canada).
I came up with the idea of basing it on a cigarette package. I really love the simplicity of the opening flap at the top and the inner lining too. It doesn’t stray too far from aftershave convention with its square edges but takes on a new twist. I began by deconstructing an actual cigarette package to get the original net and then replicated it so that I knew how to do it correctly.
My card copy:
I’m really happy with how simple it was to put together, i’m now going to make it on a larger scale as obviously in its current size an aftershave bottle wouldn’t fit.
24/02/2014 § Leave a comment
When it came down to developing the name for my aftershave, I needed to take into consideration the history of my existing product and all the connotations that came with it. I started off my writing down words that I associated with it – words from the original era, the brand, the origin etc. I managed to come up with some really good words actually and managed to round up a couple of good names:
- Mad Club
- The Mad Canadian
- Canadian Moonshine
- Mad Avenue
- Mad Moonshine
- Mad Twist
- Neat Twist
- Rock Avenue
- Canadian Rocks
These were my favourite from the selection I came up with. I wanted to play on the word ‘Mad’ as it can have a couple of hidden meanings such as Madison from Madison Avenue and Mad just as it is. I pitched these names to my brother and my dad to get a male perspective as they will be the ones buying the end product. They said as a man, they were very much drawn towards Canadian and the abbreviation CC. I acquired CC as an idea as this is the products most common name, but my dad made a valid point in that most men will read it as a reference to engines. I then decided I really do like Rocks because it refers back to how the drink can be served, coming from the popular phrase “On the rocks”. From the list above i’ve narrowed it down to two final options:
The Mad Canadian: CC Edition
The Mad Canadian: Rock Avenue
23/02/2014 § Leave a comment
The 1960s was a highly influential time for the design industry, especially in the advertising sector. Mad Men (the men who worked in advertising on Madison Avenue) practically ran the industry at this point, famous for their designer suits, over-smoking and large intake of alcohol but above all, their knowledge of how to target and win over audiences became world renowned.
Something I noticed when looking at 1960s advertising and packaging is the simplicity in typeface and layout. Although it’s all quite minimal, the use of colour and pattern stands out a mile making this a key style from the era. I really want to channel the simplicity of the design rather than the bold colours so that it represents the sophisticated working man: