The theoretical underpinning of this flour package redesign was largely inspired by the feelings associated with the use of flour and the traditional family aspect of gathering a family together to bake something special for loved ones. Many people have the memory of learning to cook as a child, smearing flour across benches for rolling and resulting in fingerprints of flour on clothing and faces. I wanted to embody this experience in one photograph that will be used as the focal point of the design, attracting audiences with its vibrant colour. This mixture of modern and traditional would hypothetically open up new markets for the brand, attracting younger audiences through their increased interest in cooking ignited by reality cooking shows such as my kitchen rules and master chef.

 

I began by researching the background of the Lighthouse brand, particularly focusing on customer feedback found online and the brands mission statement; its main focus being in the products use in Australian homes and long standing tradition. This background information was important to gain an understanding of the brands positioning in the market and the image that they wish to convey. In purchasing the product and looking for it in multiple supermarkets around my local area I found that other competitor packaging used the same colour palette consisting of white backgrounds combined with red or blue typography, which were largely sans serif fonts. The positioning of the package in the corner of the top shelf meant that the package design would need to be bold in order to stand out and catch the eye of consumers.

 

I then analysed the existing package, noticing the large amount of unnecessary text, repetition of obvious information and a large barcode which extends across the entirety of the bottom tab, as well as the need for an updated logo, which had not been redesigned since the brands founding in 1865.  I designed the new logo which is largely typographic in nature and has lighthouse shaped embellishments surrounding the name which creates the effect of the brands name being in the shape of the lighthouse. This was designed with multiple application uses in mind, ensuring that the logo can be translated and easily understood on a variety of backgrounds and product types.

 

I then took a large amount of action shots to be used as the background image on the package. The final photograph was chosen because I believed the long streak of flour would translate well wrapped around the package, while the models face recreated that sense of joy I wanted to convey. In applying the image to the flour package template I decided to leave one panel blank to contain the most important information, so it is clear and easy to read. I chose the side panel after considering how the package will be viewed on the supermarket shelf, as this will be the last panel to be seen by the consumer as they walk past, meaning that there will be continuity of the image wrapped around the product in the eyes of the customer.

 

I also redesigned the barcode to represent a growing wheat crop which traces back to the products origins and makes a necessary element more visually appealing. The serif font was chosen as it appears more traditional and will stand out against competitor packaging. I also actively tried to simplify the information through the use of symbols and the QR CODE which can be used by customers to access recipe ideas and other brand related information.

 

The largest challenge I faced was learning how to extend the photograph onto the upper tabs as I believed leaving these white looked awkward and unfinished. Learning to use Illustrator’s clipping masks and gradient tool will be a great use to me in the future.

Overall, I am very pleased with my final design and believe I learnt a great deal about the different techniques needed to design upon a 3D package rather than the flat designs I am familiar with. This is also the first time I had engaged with professional printers and greatly enjoyed learning about the pre-press process. The experience of developing a relationship with a printer and gaining contacts has been invaluable.

ORIGIONAL LOGO

ORIGIONAL PACKAGING

FINAL LOGO REDESIGN