OUGD503 - YCN - Development: Packaging - Label Experimentation

OUGD503 - Studio Brief 1/Individual Practice 

Development: Packaging - Label Experimentation

With an aluminium tin identified as a innovative packaging material that would aesthetically engage the consumer and fits the sustainable ethos of the brand the next stage of the packaging development was to create a label/graphic that would add the critical information and branding to the packaging. This would be a major challenge as on the existing packaging the whole surface area was available for text whereas with the tin the label would be the only available printing surface. Researching tin packaging companies offer bespoke tin printing services that print directly onto the aluminium body however this would greatly increase production cost what would be unfeasible for the products budget. 

I experimented with a range of labels to find the most appropriate aesthetically and physically to that would allow the required information to be communicated to the audience in as aesthetic style as possible. This first design was based on sleek minimalist inspiration. The long thin label accentuates the shape of the tin however post production analysis of this label revealed several flaws such as there was limited space for text, this text would be difficult to read at a decent point size only being able to fit 4 words max per line making it confusing and un-engaging to the reader. A further problem identified was the the label would have to be broken to open the tin, whist ensuring that the product cannot be opened until purchased (or being evident that it had) this tear would form an unaesthetic feature against the clean lines of the tin. 

1

This label focused on a standard 'belly band' concept heavily used within packaging and publication design. Whilst resolving some of the issues deprived from the first experiment (1) this label felt bit standard and didn't provide the 'wow factor' identified in the brief. This design has plenty of space for copy/graphics however covers up a large proportion of the aluminium tin which is a striking feature of the product and would be most effectively left exposed as a design feature that will engage the audience. 

2

The final experiment is a variation of the belly band covering half of the front, leaving plenty of the raw material exposed however providing space on the font of the packing for branding/ essential info. This then wraps round highlighting the curves of the tin to a full side of label that can be used for more detailed information such as that of the unique blend as found on the existing packaging. Finally this wraps round further to a second half sleeve on the third side creating a nice symmetrical label that leaved half of the third side and the whole of the 4th exposed accentuating the raw sustainable material. The half sleeves on the front and back of the tin add contemporary styling to the label that will engage the audience and still leaves an good proportion of the original material exposed that represents the sustainable material that relates back to the brands strong environmental ethos. 

3

FEEDBACK:

Following this experimentation feedback was acquired from students regarding the suitability of each label experiment. The conclusion of such research was in accordance to my own findings that the third variant (3) was the most suitable label that should be developed further. Comments from students included 'the third design is most appropriate as the first is too thin for text, the second is too chunky and the third is probably about right (like goldilocks really)' and 'I think the third design works really well and will compliment your logo, both have contemporary styling that will appeal to a young/urban audience. I really like how this leaves a lot of the material exposed as its a strong feature of the design'. From this experimentation/feedback the third concept can be developed further adding text/image and branding to create a sophisticated label mock up.