Missing from the prototype is obviously the straw, the book, products and the string the package with be tied with.
The package will be constructed from wood and and the illustrations and logos will be engraved.
One element I'd perhaps like to alter is windows. May look into ways and other ideas instead of a square window perhaps develop my idea of using the hops and vines and illustrate in a way where they could be used as a window for the products.
Here are my rough early concepts, I've designed for the packaging for Wye Valley and Legges.
The direction I wanted to take my designs in was a very rustic, stylisied package, bearing in mind the clients wanted a mature yet modern design.
Here are my initial rough concepts and annotations. Very rough but where a lot of my ideas and designs generated from.
I then began to develop my rough sketches into more refined, clear designs. Delivering a more clear concise vision of my ideas. The screens of my designs contain annotations, explaining ideas and features but i'll just give a brief overview of each concept.
Idea Two
Idea Two. My thinking behind this idea was very thematic. I looked briefly into the production of traditional ales. I wanted a design that would relate to the products being advertised so I played around with a cask concept. The idea is very simple but captures the mature, stylised, rustic characteristics I wanted to portray with my packaging. I began toying with the idea of crafting the cask from wood, tied with string, in the generic style of an upright cask that would come apart in the center to reveal the products packed in with straw.(taking in consideration the eco requirements of the brief). I would have used carvings to add detail to the package for example carving the logos of both Legges and Wye into the base and top of the cask. However I encountered a couple of problems with this initial concept.
(i) You wouldn't be able to view the products inside so needed some sort of way to view the products.
(ii) It would still be quite a large package on the shelf. This needed to be addressed.
Bearing this in mind I developed the concept further. Instead of the packaging as a standard upright cask. Why not have the cask appearing as if it's on its side, giving the impression you are looking straight down the cask. Also the thickness of the cask, packaging would only be deep enough to house the ales. The size and shape similar to a cheese wheel. There is really no need of having a massive package (cask) that will only be housing three products, this would result in a waste of shelf space and production costs. This also gave me the idea that on the shelf of the store or where ever they could be displayed, you could stack the casks so that it gives the impression they are being housed in an old fashioned brewery. On the shelf this could look very attractive and effective and stand out among the generic packaging. I also added some windows to the design in order for the customers to be able to view the actual ales. Here is a picture to perhaps explain better my vision of how the packaging could look on the shelf.
This concept, design I believe has massive potential for development.
Idea three & Four
Idea three. If i'm being honest is probably my least favorite out of the five ideas. It's a wooden design, quite simple, more of a wooden frame that would house the three products in slots on the base. The main attribute of this packaging would be to carve and craft stylistic illustrations into the wood. I do believe this idea/concept could be developed and does have potential however there are other designs I feel have more potential going forward.
Idea four. A package constructed purely out of one cardboard net that would use no glue or adhesives to hold together. The premise isn't that original but I believe with the design, I'd be able to be quite creative with the artwork and incorporate some nice illustrations and typographic designs on the packaging. Out of my five designs I feel that this concept is the most commercial, dare I say it, safe bet and could easily envisage being stocked alongside beers and ales in supermarkets but doesn't capture the rustic characteristics I want in my packaging.
Idea One
Idea one, alongside two is my favorite concept. It's very simple, yet I feel that works in the designs favour. The design emanates a rustic, traditional package, yet still has that modern edge. For the materials i'm torn between using wood and cardboard each would bring something different and each with advantages/disadvantages. That's something I certainly need to address with further development of this idea. The premise is a box, tied with string. The products would be housed inside another box that would simply slide out. Similar to my cask idea I felt the need to add windows to view the products but it came to my attention you just couldn't have a window without positioning, housing the products in a set position inside as they may not align with the windows. To combat this as the sketches show, I would house the products in small compartment so they wouldn't move inside package and so that the labels of the ale's would align with the window.
This concept was very much inspired by the beautiful, rustic packaging range of Askinosie Chocolate.
Something was missing though with the design, it was too simple and related too much to Askinosie's packaging range, the packaging needed its own personality. I began to play around with illustrations that could be used on the packaging. Adding more character and artistic flair to the package. I looked into linking my illustrations to the ales and the production. This is where I got the idea of using hops vines and barley which would look very attractive and 'pretty' on the front of the packaging. If I were to use wood I could carve the illustrations in, if cardboard I could use vegetable inks, keeping the Eco friendly requirements of the brief in mind.
I began to develop this idea further as you can see. I thought about possibly using the illustrations, merging them into windows for the ales instead of a generic cut out square. I could illustrate the vines and barley in a way so the leaves for example could act as a window for the products. Could look really effective and certainly is something i'm going to look at in greater detail as I develop and improve this idea. Considering packing in a recipe, cook book, for ale/food recopies with this idea. I feel it would compliment and refine the overall package.
Idea Five
My next stage of development is take forward the design I believe has the most potential and develop these ideas and designs with more detailed sketches and concepts. One thing I need to look at is the sustainability of the package and possibly include something packed in with the products however I don't just want to do this for the sake of it and it takes away from the package as a whole.
Here is a collection of research I have gathered to aid me during this project.
Eco Friendly Packaging
Askinosie.
Range of eco-friendly packaging that really caught my eye. Stunning, beautiful, range of packaging. Conveying a raw, rustic, traditional style which I believe captures and compliments the product well. Askinosie are a company that pride themselves on using traditional, organic ingredients and that is empathised and portrayed in their packaging. I particularly like the rusticness of the whole package, the wood, the string, the straw. It has a very personal feel to each package as it has been prepared especially for you. Askinosie certainly inspired me and given me some ideas for Wye Valley and Legges.
HangerPak
Amazing example of Green Design. Simple, innovative, sustainable packaging idea. The whole package provides has so many attributes to providing a strong sturdy package, easily recyclable and of course transforms into a hanger for the shirt (product) providing a second use. Sustainable packaging done right.
60Bag
Here I found a bad that bio degrades in 60 days. A simple idea to combat one of the biggest issues of recycling, shopping bags. Made from environmentally friendly fabric and materials not exploiting any natural resources and energy during production. This product actually won the Green Dot Award.
Aqui
This is one of my favourite packaging designs I have found to date. I just adore this design and concept. The package itself is a beautiful, elegant package to house a bottle of wine. However besides being an aesthetically pleasing piece of packaging it has a second use transforming into a lamp. The design is stylish, mature and modern.
Junko Kirimoto
From Junko Kirimoto, packaging design for three premium olive oils from Estate of Carma
Beautiful, simple packaging. One of my favorites I have discovered during research. Eco friendly as well as its sustainability deliver a stunning package.
Aquilegia by Icon Packaging.
Wine packaging that transforms into a wine rack. Really modern design which has that 'premium' vibe. The whole package just oozes class and elegance and the wine rack itself is something I personally find looks like a product you could buy as a stand alone purchase let alone something that your wine packaging transforms into. These kind of sustainable packaging ideas are definitely what I need to consider for my packaging.
Doritos Packaging Concept
Here is some unique packaging designed by Petar Pavlow. Simple, stylish, visually it catches the eye and offers a more unique appeal rather than your generic Dorito packet as well as offering in my opinion a more functional and easier way of housing and eating the crisps. It kind of reminds me of origami in its design.
Dream Ball
Here is an interesting packaging concept for relief boxes for third world countries desginied by Unplug Design. The thinking behind this packaging is the the relief boxes sent over for the children would then transform into a football for the children to play with. Many children in such countries make use of plastic bags for example to craft a football so this is seen as a way of combating such issues as well as providing strong, sturdy packaging for food and aid to be sent over in. It is an interesting idea and concept and I feel could be developed, I just wonder how strong and whether the ball would last after being kicked around for a period of time. This concept really caught my eye and showcased how creative sustainable packaging could really benefit societies especially ones who aren't very privileged.
Miranda Laskowska, Look 'n' Roll
Here is a beautiful packaging design from Miranda Laskowska. The idea behind this is to eliminate shopping bags in retail outlets. the clothing would lay on the sheet of material and then rolled up into a stylish, fashionable bag. The overall design reminded me very much of traditional Japanese packaging, especially from the book, How to wrap five more eggs. This design proves how beautiful and artistic packaging can be.
Beer/Spirit Packaging
Here is a selection of beer and spirit packaging I find attractive/appealing. Definitely use some of these designs/concepts as a source of inspiration and reference to when it comes to the development of my designs/concepts.
Southern Bells.
Sustainable beer packaging. very original the design allows the packaging to become a xylophone.
Dinky Wheat
Duvel Beer packaging by Elizabeth Wilson
Carrots Belgian Wilt
I really like the idea of having the bottles housed and wrapped in material. It gives the whole package that rustic, stylistic appeal. Something which would relate well to Wye Valley and their ale's. Definitely inspired me to look into this design choice when it comes to the development of my packaging.
Doss Blockos Beer
Dr McGurgles
Coca-Cola
Johnny Walker Black Label
Bottle Design
During research I actually looked into unique bottle design. If I was to develop and create a new bottle design for Wye Valley it could allow me to be a little more creative and allow me to take the packaging into different directions whether it would be design or shape for example. Obviously still keeping the dark green and brown bottles. Here is a selection of unique bottle design I found visually very attractive. I feel this area has potential and certainly should warrant consideration during the development period.
Gloji
Frozen Ghost Vodka
Dom Perignon
Collection of Coca-Cola bottles over the years, some visually stunning designs on show here.
Heineken.
Interesting concept where the design and mold of the bottle allowed the bottles to connect together like bricks. Some people actually ran with this and amazingly created windows for example out of the beer bottles.
Samurai Vodka
Double Cross Vodka
Unique/Creative Packaging
Here is a collection of very creative/stylish packaging. Although not necessarily green or Eco, some of these designs are a great source of inspiration and creativity.
Note Headphones
Flames Coffee
Endue Ltd.
Sweet Candy Company
Naoto Fukasawa
The Bees Knees Honey
Love this packaging by design agency At Place. The package is designed to resemble a beehive, interesting idea of included confetti like bees in the package. Nice design and touch. Very imaginative and creative packaging.
Jooze
Adore Fine Chocolate
This packaging for Adore Fine Chocolate I just find stunning. The packaging is so simple and artistic. I love the unique use of pop ups, illustrations and the beautiful contrasting colours, delivering an eye catching packaging. I love how each chocolate bar has its own unique colour and illustrations, allowing the whole range to compliment each other. This certainly proves that simple design and stylistic use of colour can deliver a beautiful, artistic package.
Gubble Bum
Wild Bags
Japanese Matches
The Grain, Tea
Love how each flavour/variety of tea is accompanied by a unique character. Stylistic, fun packaging.
