ADV 93 : Packaging Project For a Lauryn Hill Yogurt Brand
Assignment Brief :
Make a packaging design for a brand for a given celebrity and in my case it is Lauryn Hill and Yogurt.
Software Used : Adobe Illustrator and Adobe Substance 3D Stager
Who is Lauryn Hill?
Singer, rapper, songwriter, and producer.
✦ Born on May 26, 1975, in South Orange, New Jersey.
✦ Lauryn Hill rose to prominence in the 1990s as a member of the hip-hop group The Fugees.
✦ She established herself as a solo artist with the critically acclaimed album "The Miseducation of Lauryn Hill" in 1998.
✦ As an artist, Lauryn Hill defies easy categorization, blending elements of hip-hop, R&B, soul, and reggae in her music.
✦ "The Miseducation of Lauryn Hill," her debut solo album, is considered a landmark in contemporary music. It earned her five Grammy Awards, including Album of the Year, making her the first female artist to achieve this feat in the history of the Grammys.
✦ The album's fusion of soulful melodies, introspective lyrics, and raw emotion resonated deeply with listeners, transcending genre boundaries and establishing Lauryn Hill as a visionary artist.
✦ In addition to her musical talents, Lauryn Hill is also known for her activism and outspokenness on issues such as racial injustice, feminism, and spirituality.
✦ Her songs often address themes of empowerment, identity, and the struggles of everyday life, drawing inspiration from her personal experiences and observations.
✦ Her songs often address themes of empowerment, identity, and the struggles of everyday life, drawing inspiration from her personal experiences and observations.
Lauyrn Hill's aesthetic and inspiration from her prime time
for the brand :
Yogurt In The Market :
Chobani - delicious!
Yoplait - okaish but not the best
Great value - good for the price but the flavor ones are terrible.
Homemade yogurt - best kind of yogurt and authentic
Siggi's - tastes like I wasted my money and isn't a people pleaser
Stonyfield - good to put in dishes, tastes like any other yogurt when eaten by itself
Kirkland - effective but not worth it
Lauryn Hill and Yogurt :
Three words to describe the brand :
Groovy, artistic, and simple
Groovy - her music style and album
Artistic - the wave of hip hop she brought
Simple - she has a way of living that is not much known yet also proactively she is in the media light.
I wanted to yogurt to be simple and have the groovy essence to it so it is an authentic and delivers the simplicity of a yogurt.
Logo Sketch :
I wanted to play around with the design but take inspiration from her first and best selling album. I took the shape of her face from it and simplified it to a splash.
A simple splash represents the essence of yogurt but also personifies Lauryn Hill's music and the burst of emotions you feel from it.
The text had to be groovy and simple so for the purpose of his assignment I chose to play around with the 'I' as if it was a finger and chose not to focus on the other letters to keep it simple like Lauryn Hill.
Brand Style :
The logo : I chose to go with the flowwy splash for this brand as it captures yogurt and also is a simplified version of the iconic photoshoot of Lauryn Hill. I called it, "The miseducated Yumix" as when you would look at it you would feel it is something liquidy due to the shape keeping her hiphop and style of music, Yumix sounded like a blend of flavors that you wouldn't expect -- just like how her music was.
Typography : I chose Flower Power and Duckie as one they go well together and Duckie is specific was the easiest to modify and play around with it. It is elegant yet those rounded bottoms and tops capture my vision.
Color : I used her album and aesthetic and decided to use these colors as my brand's primary colors as they capture Hill the best and give the nostalgia of the iconic album.
Lastly, the quote is a twist to one her songs. The song is titled, "Doo Wop (That Thing)" and the original lyric is, "Don't be a hard rock when you really are a gem" so instead of gem I switched it to softie for the yogurt.
Package :
I chose to keep my packaging consistent and simple. I want to highlight the essence of the yogurt and although there are various versions, I wanted everything to come down to this one flavor just how Lauryn Hill's music always takes her fans back to that one album that has created a legacy for her.
Stager Model :
I chose the following packages and the reason :
1. Bottle - There is an authentic vibe to bottled yogurt and going off the brand I felt it was suited to include a bottle to just drink and it also adds this variety to the packaging.
2. Yogurt cup- It is a classic addition to the brand and is a simple yet effective piece for the brand
3. Tub - This is a bang for a buck and there are various people who prefer to buy tubs and use authentic yogurt for cooking and most of the demographic would prefer to use plain yogurt for cooking.
4. Box - I thought this was a simple yet unique idea to go with the name and could be viewed as a variety pack of the yogurt.
Lastly, I chose to keep only one flavor and color as it aligns with my brand goal. I wanted to put out only one flavor so people do not confuse and this product does not just become another 'yogurt' in the market. I wanted this feel to Lauryn Hill's unique persona to be reflected in a one-of a kind yogurt.
Final Advertisement :
Last by not the least, this is my advertisement for the yogurt. I wanted to include a hip hop inspired headline and decided to play around with the word yogurt and the phrase 'yo' and decided to create this mix and match of words. The background is the calm with on tension against to the groovy yogurt adds to the classic yogurt flavor but the packaging speaks more of Lauryn Hill nostalgic persona.
