Key points from brief:
- Produce a series of illustrations for packaging to be used for a new range of organic biscuits for children.
- The client specifically wants three illustrations featuring extinct animals interacting in some fun way with a biscuit to be used on the boxes.
- The drawings should be in full colour, and the client would like the colours to reflect the ‘flavour’ of the biscuit: Raisin, Choc Chip and Ginger.
- Go to the shops and research the market.
- Decide whether you will exploit ‘pester power’ or appeal to both adult and child.
- You also need to decide whether you will have hand-drawn or ‘straight’ typography.
- You need to submit all stages of the development process – thumbnails, visuals for all three designs and a mock-up for at least one.
During my supermarket visit I realized there was not a lot of illustration used for this type of packaging, I think the reason is that a photograph of the actual product is one if the best ways to open a appetite for this types of food. It would be different for a packaging for coffee, since all coffee looks more or less the same and from a marketing perspective it could make more sense to represent a specific mood through illustration than photography.
However, when illustration was present I understand that it was used to connect with kids, therefore with a very childish style.
About the question: "whether you will exploit ‘pester power’ or appeal to both adult and child", I decided to appeal both of them because I think parents are now days more conciuos about the choices they make when purchasing food to their kinds. They're more informed about ingredients and healthy choices, so I don't think that "pester power" has as much weight as it would have when designing packaging for toys, for example.
The creative process
I started by investigating about extinct animals and noted those that catch my attention, in this first round I included the Sable Cat, Mamooth, T-rex, among others... However, I started to think that I didn't want to represent the cliché extintc animals (a.k.a Dinosaurs), so thinking about something opposite I looked into the most recently extinct animals. There I found a topic which was more interesting to me and that I considered a good conversation starter between kinds and parents.
Afterwards I was thinking about the interaction between my animals and the biscuits, and I made up my mind about choosing small to medium animals which were more natural to be eating a small piece of food. I finally chose the Great Auk, the Tasmanian tiger and the Paradise Parrot. Then I thought about the type of interaction between the animal and the biscuit and noted that down.
Then I did some first sketches to get a sense on how to draw this animals in the position I wanted to. I didn’t go much into composition because I thought that designing for packaging one should keep it simple since the illustration will be one part of a bigger design. After this, I sketched my three final pieces, scanned them in and started to work in a Ps file.
Regarding colors, I chose a dominant color for each animal and flavor and developed a color palette around this. The with the chose colors I painted the whole piece and added textures and text. The text is a typography from the software, but it has a childish/ handwritten style that in my opinion matches very well the whole concept.
I’m very happy with the final result, I think it answers the brief very well and is a piece that I’d consider adding to my professional portfolio. In the future, I’d probably develop the final illustration for the other two flavors.
The final result
Mock- up: <a href='https://www.freepik.com/psd/background'>Background psd created by rawpixel.com - www.freepik.com</a>
I'm Astrid Badell-Suhr, designer and illustrator, specialist in communication