Packaging design - Kelpies
Project Brief
For this project, we were required to conceptualise and create an appropriate and exciting packaging design solution for a corporate identity created previously. We may change, extend, expand and tweak the previous designs as needed for this project, the whole idea is to adapt and apply your previous designs so they fit with your packaging solution. We were required to show a range of flavours or variants within the brand family (minimum three). The chosen packaging solution will need to be translated into a three-dimensional renders done in Cinema 4D.
Project deliverables
- 1 mood board
- Planning and process work pdf
- 3 flat designs of final packaging solution
- Between 3-5 3D renders of final packaging solution.
- 1 A3 board that showcases your product best (this board should include your logo/slogan/typography)
- 2 additional A3 boards to display your other renders
- A vertical narrative to present the final polished packaging solution.
- Verbal and visual presentation to market the brand.
Design strategy
My strategy for this project was to keep it looking as eco-friendly as possible, as well as, actually being eco-friendly. The designs on the boxes are simple and easy to understand, are distinguishable from each other making every flavour obvious. This is also achieved through the different shapes and sizes of the boxes. The use of recycled cardboard that is only partially printed on is to emphasise the vegan identity of the brand and give it a recycled feeling. For the creation of the boards, I wanted my main showcase board to emphasise that it is "seafood" (aquatic vegetation, not fish, from the ocean) by placing the elements in seawater. On the following board I wanted to emphasise the idea of fast food, hence the multiple lined up boxes. On the final board, I highlighted the cleanliness and freshness of the food products at Kelpies, hence the clean and bright board. Overall the packaging should scream freshness and friendliness, maintaining approachability, because a lot of existing vegan brands and products can appear quite intimidating and unapproachable.
Process work
Packaging exploration and inspiration. Photoshop mock-up included.
Pattern development and adaptation.
Cinema 4D exploring and testing.
Mood board
Here at Kelpies, we strive to bring you only the freshest vegan-based, aquatic vegetation fast food products. After extensive research into sustainability and quality, Kelpies is inspired by the Mer-people to bring you the most delicious grilled, fried and baked seaweed dishes, fit for the King of Atlantis himself.
Sourced from only the most sustainable aquatic vegetation farms, growing in and maintaining the purest water through our modern farming methods – we create a place that even the Mer-people would be happy to call home. Our vegan aquatic vegetation-based products are aimed at everyone, vegan or not, who wants to try something different - food from the sea, seafood with a vegan twist. We encourage anyone who wants a healthy tasty vegan meal, with the added bonus of feeling like a mermaid or merman to join us and feast on the best vegetation the ocean has to offer.
The colours were inspired by the ocean and all it has to offer, from the dark green of the seaweed, the bright yellows and pinks found in the corals and seaweeds, to the actual colour of the water in the lagoons. Kelpies wanted to keep it bright and fresh since it is a fast-food brand.
The icons were inspired by existing icons generally seen on menus to indicate if there are any food allergies, spicy ingredients and if the food is vegan or vegetarian.
The patterns were inspired by the very food products sold by Kelpies - Seaweed a.k.a kelp. The shapes were inspired by the actual shapes seen in the different types of seaweed and how the seaweed appears when growing or floating around in the water.
What's on the menu?
The "Kelpies" noodle range is made up of 3 different noodle dishes, each with its own box shape, colour, and pattern, which correlate to the flavour and type of noodle. The box packaging itself is made of biodegradable and recycled cardboard, lined with seaweed to prevent the box from going soggy. The packaging also includes a cardboard sleeve which has the flavour of the order, the "Kelpies" logo, and the icons printed on it. A "Kelpies" carrier bag was also created, again from the biodegradable and recycled cardboard.
And now for the main meal
