Chris &Lee a small natural food company is scheduled to expand into WholeFoods market and are looking to create packaging for their productsthat have only been available at local farmers markets.
To keepconsistent with the charm and personal approach Chris & Lee bringto their customers at farmers markets the design for the labels waskept very humanistic with clean labels mimicking the hand-writtenchalk signs and labels found at farmers markets as well as WholeFoods Market.
The texttreatment on each label is a pairing of more masculine type in allcaps, representative of Chris, with a more feminine light fluidshapes. This pairing begins with the logo which is set in a purposelyimperfect circle to keep it set apart from the completely text drivenlabel. Instead of featuring the literal product name “The FlavorOf…” describes the unique qualities of the product Chris &Lee are most proud of. On the back the same tone carries over intothe ingredients, directions, and expiration date which areincorporated into a paragraph written in first person as if Chris &Lee were in your kitchen or in the supermarket aisle sharing theirproduct with you.
Tounderstand the feel of farmers markets and Whole Foods research wasdone both on site and online, which lead me to be immediatelyattracted to the unique and personal touch hand written chalk signsbring to their environment. When at Whole Foods I also found manynatural food companies chose to use predominately white with burstsof color. I wanted to set Chris & Lee apart without adding to theclutter by still creating a clean design, but setting it in onlyblack and white which would also keep printing costs low for Chris &Lee.