Mandatory Assignment 07

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1 Mandatory Assignment 07 Branding and Packaging Sólveig Erla Björgvinsdóttir

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4 Healthy and happy dog Nutrition pyramid Vitamin Minerals Fats A B C 3 Omega Happy! Bruno is food containing all the essential carbohydrates, proteins, fat and vitamins that your dog requires to be healthy and happy. Our product has recognition as a quality product and the environmental stamp Svansmerkið. Proteins Carbohydrates 15% Water We have a full time employed research division which has combined the ingredients that your dog requires for a longer and better life 30% 10% Daily feeding 10% 15% Vitamin Fats 45% kg % Proteins 45% Carbohydrates cup ½ ½ 1½-2½ 2½-3½ 3½-4½ 4½-6

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7 EXAMPLE OF CONTENT INTERPRETATION OF THE TASK In this assignment we were to make a package for dogs. The assignment was parted in 4 parts in 4 weeks. In the first week we made a name for the product and a logo. In the second we made a brochure in A4 and infographic. In the third we made package for the dog food from the product line that we had made. In the last week we printed our product and took a picture and design a point-of-sale. STRATEGIC DESIGN I learned a lot in this assignment like making an infographic in illustrator. I feel I am better making logos from when we made a logo in mandatory assignment 02. Also I learned to measure packaging and I can t wait to be better in the future to make both logo, brochures with infographics and packaging. Unfortunately I did not print the product as I can t afford it right now but I will next month. I called some print works and found out it s very expansive to print in Denmark. It s better to print a lot of editions like a company does. I sent a print work my A2 in the correct measures. I also sent it in CMYK colours and 300 resolution not 72 which is for RGB web pictures. I look forward to seeing the result next month and I will put it in my portfolio. RESEARCH AND WORK PROCESS CREATIVE METHODS Logo My goal was to make a logo that was simple and was easy to connect to dog food. Originally I meant to call my product Canine Prime but the longer I thought about it the more it became too long and not easily memorable. I found a website with popular dog names and I found the name Bruno. I later thought of having a dog flow out of the letters. I found some pictures on the internet of different dog breeds which I drew after. I originally wanted to find a friendly middle sized dog breed like Labrador. It was the goal to market the product to all breeds. After drawing a few dogs flowing from the letters I tried to put different forms around the letters and the dog. When I was happy with the result, I made a poll on facebook and asked for feedback, which logo was the best. I chose the logo that had the most votes. Brochure I spent a lot of time to find a look that I liked on the front page of the brochure. This look was to be the final look on the product. I bought pictures on shutterstock.com which I use on the front of my brochure and on my packaging. I deemed it important to make it clear what the dog needs so I made an infographic food pyramid for dogs. I also made a pie chart for the nutritional values of the product. I also found it important to make a infographic of the portion size for every dog weight. It was also important to show that the product was for every breed. Packaging I watched a video on lynda.com about packaging. I tried to use the knowledge that I had learned in the video and found a package design that I liked for my product and measured it. The thought was that the user could put a measuring spoon in the package to follow the instructions on portion size. The package I made was the smaller edition of the packaging because consumers sometimes want to choose between large or small sizes of packaging for their dogs.

8 Point of Sale I decided to make a point of sale which is in the middle of the floor as you can see on the picture below. It is assumed that the customers will arrive from 3 directions towards the sales booth. The front and the back is the same and that is where I put the packaging with the dog food. The left side has an introduction to the product and I put the brochures there. I found it important that the logo was apparent from all sides of the booth. INSPIRATION METHODS I was inspired by the internet where I looked at various popular logos. I also looked at some infographs at shutterstock.com. I was also inspired by cat foot packaging in my own house and cereals. ANALYSIS After viewing logos on the internet I realized that the name on the logo was too long. Most logos that are popular have short names. I therefore changed my name after this realization. I also had to find packaging that fit the portion size that I put in the brochure. I decided to make a box for the packaging where you could open it and put a measuring can in. SKETCHES SCANNED IDEA DEVELOPMENT AND DIGITAL SKETCHES As usual my results are different then what I sketch originally. Here are the sketches I started with.

9 SKETCHES SCANNED IDEA DEVELOPMENT AND DIGITAL SKETCHES

10 MOODBOARDS I bought rights for the Labrador picture here above and drew from it the logo. The picture was bought on shutterstock and I called the company to make sure it s ok to change pictures.

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12 MOODBOARDS I used this color chart which I found on the internet to try colours that fit together. I also used colorblender. com to assist in finding colours in the assignment.

13 DESIGN STYLE/GENRE I tried to pick colours that fit well together and pictures. The goal was to bring an idea that would show the consumer that my brand is for all breeds and sizes. I think dog owners feel it is important to know whether the product they buy is nutritionally good and therefore I tried to design with that in mind. I also picked pictures of dogs that were happy to tell the consumers that the product makes their dog happy. TYPOGRAPHY I made a lot of font samples for the logo and for some reason it always works best for me to make a lot of them in illustrator. I found Berlin Sans FB Demi Bold best this time. I enjoy mixing fonts and sometimes it looks good. In this assignment I mixed O with another font but in the end I used the same font through the logo. I felt the font was fitting for a dog character that I wanted on the logo. What I wanted to do was watch that the letter was obvious and easy to read. í bæklingnum, pakningunum notaði ég leturgerðina my COLOURS First I was going to have the logo be brown because of the name Bruno but I didn t find a colour of brown that I liked with this logo. I chose a colour that was close to being brown but is brown-purple. The letters and the dog on the logo I made white to make them memorable and obvious. I tried first with dark letters but then the font wasn t as obvious besides the brown-purple colour. I picked light blue for the packaging to make the product stand out. I also found it a nice colour with the logo. First I thought of using a yellow color for my product to stand out, but I realized a lot of dog products use yellow which makes my product blend in if I d use this same colour. When I was done with the infographic for the brochure I felt it was important to find colours that fit well and for the blue colour that I had picked for the design. I picked 4 colours on the infographic which is deep blue, bright blue, bright green and a fun gren colour. I thought it was nice to have both white letters and deep blue colours that I used in the infographic on the brochure. Here are the colours I used in the infographic in the brochure, but these colours were in the choice in illustrator.

14 COMPOSITION, LAYOUT, GRID To make this product I used photoshop, indesign and illustrator. I ripped apart a cereal package and measured it to make the packaging for the dog food. The size of the package is 29cm length, back and front 19cm width and the sides are 8 cm width. Image I bought rights on four pictures shown here

15 SOURCES AND REFERENCES Dog name: Lynda- business cards: Lynda-Package: coler: tutorials: Tækniskólinn FSH , framsetning og hönnun, myndvinsla. teacher: Jón A. Sandholt (how to mask hair in photoshop)