Packaging Design

For this project we were asked to create branding for a company which is creating and advertising a range of products made from goat milk. We were asked to create packaging and branding for Goats Milk, Butter, Yoghurt and Cheese. The target audience for this is Male and female, young Millennials aged 20-35. Newly independent, urban dwellers, living alone or in shared accommodation.

I had started this project by thumbnailing some ideas about the brand design, packaging design as well as the general overall design.

I then moved onto doing some packaging ideas, starting with cartons, I used blender to rough up some quick ideas in the 3D space.

I then continued developing some of my Ideas digitally to see what I thought worked and what didnt. I was just using the term 'goat milk' for the time being before I come up with my brand as a placeholder.

Following on from some feedback I had decided to settle on two Ideas to develop. Latte Capra, selling the difference in lifestyles that goats live compared to cows, and Goatia, a local authentic goat milk supplier from goats local to snowdonia.

For Goatia I wanted to give it an authentic feel so I found some old school images of goats and tried this overprint look to them, then tried them in various different colours.

I then started creating flat plans for the milk carton to give me a better understanding at how all the elements would work and interact with each other when on the carton.

Then once I had a rough outline of what I wanted it to look like I started doing changes to each part of the design to see what worked and what didn't work.

Latte Capra is my second idea I chose to develop, Its fresh milk from the Italian alps which sells the lifestyle that goats have compared to cows, the ibex mountain goat is my main icon for this design due to its uniqueness and vast different in lifestyle compared to that of cows.

I Then experimented with the hierarchy of the type, the 'Italian goat milk' felt too thin and was hard to spot, and since the product itself is goat milk I changed that part to a heavier weight.

Below I had experimented with some colour variations.

I had then done some different styles with the Italian flag in mind since my milk has links to the Italian alps.

Then I created a flat plan for the design and worked how it would rotate around the bottle.

Then I tried adding more coats scaling the other side of the mountain to see how that worked.

I had then done some detailing for the small map of the alps on the back by adding the counties coloured flags to the corresponding section.

Some feedback that I was given was to change the name, as the word 'latte' would remind the audience of coffee and could mislead them about the product. I played with some different names but in the end decided to keep it with latte capra as for the design context it fitted better, could even rebrand it as milk with a specific use for coffee.

Then I had made changes to the GOATIA design, taking into account the feedback I was given, I had chosen to develop both to help me better understand which design I liked more.

I had then started to develop the ideas as the different products, Milk, Butter, Yoghurt and Cheese. I had done slightly different designs for each but making sure that the branding and style stays similar to show its part of a design family.

Below I had started with butter, so I designed butter for both Latte Capra and GOATIA.