Package and Brand Design: BREAKFAST
- BREAKFAST
PrePaired - BREAKFAST
PrePaired
2010
Moving from South Africa to a fast-paced New York lifestyle, I quickly learned to appreciate easy, time-saving products, including convenience foods. As we race to start each day, hurrying to catch the subway, or avoid the rush hour traffic jams, we often skip what is said to me the most important meal of the day - breakfast.
Breakfast now is offered in several non-traditional options - semi-prepared, frozen foods that need a simple spin in the microwave, or quick grabs from the corner deli, or packages of grab-and-go foods stashed in kitchen cupboards. Together, these options offer numerous breakfast meals. However, I feel cereal, the most classic of breakfast options, has not yet become easy, convenient ad portable.
For my MFA thesis product, I created a brand, named BREAKFAST, to host this innovative, exciting and delicious product.
The project consists of a package designed to hold both milk and cereal in different compartments within the same container. The milk is contained above the cereal, and is kept separated with a foil seal. To consume, the seal is punctured with the back of a spoon, allowing the milk to pour down into the cereal - easy, fast, on-the-go! 
Series of photographs demonstrating the functionality of the product design.
Identification of the brand, BREAKFAST. The logo features a wheat floret, which reveals figures rising in livelihood.
The name of the product, PrePaired, is a play on the word prepared, spelt to suggest the 'pair' of products, cereal and milk, are served together - ready and PrePaired!
Several sleeves were designed to hold the container. The final sleeve (bottom right) has two rounded edges to not only make for an unique shape, but to reveal the product held within. Also, the shape of top display panel echos that of a wheat flower featured in the logo.
The evolution of the package graphics is summarized above. To build a strong brand, I used the figure rising in livelihood, featured in the logo, repeatedly. I began creating icons that represented the flavor by incorporating the same figures.
I used a fresh and fun colour pallette, as well as fun flavor-names, rather than regurgitating the typical.- A set of iconographies created to symbolize each flavor; apple, honey, strawberry, frosted.
- Apple flavor, named Apple Crackle.
- Honey flavor, named Honey Hula.
- Strawberry flavor, named Very Strawmerry.
- Frosted flavor, named Forever Frosted.
- Package lattices of the four flavors.
- Product shots of the package, revealing the four side panels.
- BREAKFAST, PrePaired
- BREAKFAST, PrePaired
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