The basic idea for my concept is that the reason that the younger generation and even the older generation are put off of eating healthy simply because of the way it is branded and is portrayed to the public, the use of serif typefaces and dull green colours convey only one message and that is "boring" I aim throughout this brief to in some way communicate healthy eating in a way that it will communicate tasty modern heathy eating.
Moving on from here i have gone onto realise that the reason people tend to eat unhealthy products is basically because of how they are branded, a great example of this is GU packaging.
The example below shows how the branding of a product makes it desirable it is this that makes us buy the product. I feel that from my own evaluation of this packaging it is the rich luxurious colours used, and in combination with beautiful clean design and specialist finishing techniques such as embossing, spot varnish, and foiling. these all make the packaging and the branding appeal as almost like a gift to your self.
From here i have then decided to go onto breaking the brand/logo down to me the initial representation of the name is a direct reference to the lovely texture of the deserts them selfs but from this i feel that the name its self with the alteration to the letter "U" gives the design a much more personal aspect making the design aim directly at you, Moving on from here this may not be intentional but the accent that has been added to the "U" now creates a smiley face. This could be a message to the viewer possibly saying if you buy this product you will be happy...
However these are simply my opinions and interpretations i intend on using methods like this in the creation of my brand name. I feel that this is one of the most important features of my design that will play one of the biggest parts communicating the approach i want which is modern, experimental progressive and clean.
As you can see above the design has used a lot of negative space i feel this gives the design a modern feel that is definitely backed up by the use of the sans serif typeface. This is definitely something that i will take into consideration when generating my design ideas.
Constant brand identity throughout the range of products is effective in a sense that everything is recognisable and is therefore all related back to the brand. This is again something that i will be going into when creating my design development or even branding in general.
Again moving on from here you can see how the use of foiling gives of a luxurious expensive aesthetic and feel this is great in terms of giving the product or the brand desirability. The use of colour and stock can also be effective. In terms of gu packaging i have gone into some primary research and purchased some of their products, The packaging itself is made to look like it is constructed using to different stocks however a spot varnish has been used as shown on the design above giving of a shiny clean aesthetic however on the front of the package the stock is left to its smooth matte finish this in my opinion is again a representation of the product inside smooth chocolate feel.
Desirable packaging_
The examples that i have sourced bellow where sourced from_ www.dieline.com
the examples display design examples that i feel display what i have explained above about the Gu Packaging_ For example looking further into how the packaging of a design can make the product desirable.
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