OUGD503 - YCN - Extended Development: Refill Pack - Development

OUGD503 - Studio Brief 1/Individual Practice 

Extended Development: Refill Pack - Development

The initial label experiments varied in their tone from subtle minimal designs that played off white space to bolder designs that reinforce the brand identity with larger logo placements and more centralised impact. Asking a rage of students for feedback and found the minimal aesthetic was successful in creating a subtle balanced design that created continuity with the display tin and extended that brand DNA. However encountered problems due to the lack of available space translating the design from the wrap around label to the smaller front and back label. This less available space meant it was increasingly more difficult to create a minimal design that incorporated white space yet allowed the text to be function and be clearly legible. I initially tried placed the description on the reverse side of the label however this left no available space for the storage/ingredients and preparation instructions. Following this I placed the description on the front of the design that made room for the storage etc on the back however this took away from the minimal aesthetic and made the front label appear cluttered. 

Talking through these restrictions from tutors gave me a better sense of clarity differentiating the audience and functions of the different packaging. I identified that the display tin is aimed at third part consumers buying the coffee from the cafe, this therefore should educate the consumer about the brand using product descriptions and social media connectivity whereas the refill pack is targeted at the retailer who already know about the brand values and product descriptions etc therefore the is not essential information to be placed on the refill packaging. 

Taking tutors back to the initial designs their feedback varied from that of students saying they liked the use of the large logo to reinforce the brands identity which will be crucial in ensuring its success and adoption into the industry. I agreed with these suggestions of promoting the brand identity to ensure the brand awareness is elevated to both retailers and consumers. This design is nicely balanced creating a simple engaging aesthetic that is most importantly functional using the block fill of the colour accosted with the blend, a clear hierarchy of the logo blend and supporting text to clearly articulate the information.

With the front label design developed and finalised, I began to further develop the reverse label, through the problem solving with tutors I identified the blends description was not essential to be placed on the refill back as the retailers will already have prior knowledge of the different blends and can refer to the tins whereas the storage and preparation instructions was key information that needed to be clearly identified. 

For the reverse design I took the inspiration back to the initial tin label due to the higher volume of smaller text that would be much easier to read against a white background. This also created a clear sense of consistency across the product range that would allow users to instantly identify the products to come from the same brand family. I trailed a range of different layouts for the reverse label however found a bold 'eco refill pack' title to be the most effective clearly communicating the products function creating continuity using the same styling as the blend titles for added consistency. For the final design the same chunky margins were used from the front label design to seamlessly tradition from the front to the back of the packing. The main body copy delivers insight to the refill pack and offers storage instructions and ingredients which will be essential for the retailers to read and understand. The final section of the label features the website and telephone order numbers as well as the weight and recycling information which are also essential for the retailers. The reverse label is balanced and creates continuity with the front of the refill pack and further extends the brands DNA with its set aesthetic that will become iconic and identifiable to consumers and retailers. 

The final refill pack design works well in communicating the most relevant and essential information to the retailers whilst ensuring a strong visual aesthetic that is consistent with the display tin creating continuity across the product range. The label takes inspiration from the uniquely defined lids of the display tin to articulate said information whilst adding to and developing the brands strong visual aesthetic. This was then developed across the different bends adding the distinct colour palette that will work effectively in identifying the different blends at a glance. These colours are strong and complement the design well to create a succinct and strong aesthetic for the refill pack that fully flows across the packaging range.