Frank Kalala's profile

Stuyvesant Concept Pack

When I initiated the exploration for this conceptual packaging project, my initial step involved an overview of cigarette packaging as a whole. This preliminary investigation aimed to provide me with insight into the trajectory and direction of this industry. Simultaneously, my research was aligned with the project's brief, which encompassed elements such as the dark background, vibrant foreground, visual aesthetics, and triangular configurations.

In addressing the comprehensive requirements of the brief, I delved into the realm of triangular shapes during my research. This exploration naturally led me to explore cubism and its myriad influences, including the works of Picasso. This journey then extended to the realm of African masks and tribal motifs, all of which contributed to the formation of my creative process.

The culmination of these influences is evident in the abstract artwork I've developed. Reflecting on my visual investigations, a common thread emerged—triangular shapes prevailed across all areas of study. Adhering to the brief's guidelines concerning colors, I curated a palette drawn from natural landscapes. Despite the abstract nature of the artwork, I aimed to preserve a connection with nature, ensuring harmonious contrast with the prominent red swoosh.

My design prominently incorporates an array of triangles, inspired by the abstract essence of African art and cubism, yet interpreted through a contemporary lens. Concurrently, I strived to maintain an air of sophistication, vibrancy, and relevance to current design trends. Shape, color, background, foreground, and overall ambiance were meticulously tailored in line with the project's specifications.

In making design decisions, I consciously avoided straying too far from the existing packaging. Recognizing the potential pitfalls of a complete rebranding for an established product, I opted to infuse fresh value while retaining a sense of familiarity. A complete overhaul of a successful brand could potentially alienate the target market, causing a disconnect and repositioning of the product in the market landscape. Therefore, my approach was to augment the current packaging with refreshed elements. This retained a degree of novelty without severing the strong associations consumers had formed with the brand.

Embedded within my abstract artwork lies a profound significance and a tether to nature. For those who scrutinize closely, the depiction of an iconic local landmark—such as Table Mountain—emerges. This concept can be extrapolated to other packaging variants; for instance, the Blue pack could feature another local landmark, fostering a deeper bond between consumers and the brand. The intention here is to augment the product's value proposition. This artwork is far from arbitrary; it's a deliberate emblem of connectivity.
Background artwork / attempt 1
Background artwork / attempt 2
Artwork onto the dielines / Specs sheet
3D render of the proposed concept
Stuyvesant Concept Pack
Published:

Owner

Stuyvesant Concept Pack

When I started the research for this concept pack, I firstly looked at cigarette packaging in general just to have an idea where this industry is Read More

Published: