Embed Size (px)
DESCRIPTION
AIGA MN Design Camp 2010 Packaging Workshop
Citation preview
Thymes: Research & Package DesignOctober 01, 2010
© Z
eus
Jone
s 20
07
Hello. My name is Brad.
Moved to Minnesota in spring 2003
Designer at Fallon and Duffy from 2003 - 2007
Born and raised in East Tennessee
Insane childhood mullet
Design Director and Partner at Zeus Jones
© Z
eus
Jone
s 20
07
Zeus Jones combines strategy, creativity, design, digital and user experience in brand new ways.
© Z
eus
Jone
s 20
07
Our current clients range from cosmetics and fragrance to technology and packaged goods.
© Z
eus
Jone
s 20
07
This approach leads to many different design solutions.
Brand Identity Packaging & Products
Interactive & Social Media Retail Spaces & Experiences
© Z
eus
Jone
s 20
07
A few key steps in our process:
01. Know the Client
02. Know the Product
03. Know the Competition
04. Find Some Whitespace
05. Build Moodboards
06. Design
© Z
eus
Jone
s 20
07
01. Know the ClientInterview team members at Thymes
Find interesting brand assets that are hidden in plain sight
Look for the brand’s core belief
© Z
eus
Jone
s 20
07
Thymes Brand Assets
Efficacious Products Inspired by Art Inspired by Nature
In-House Laboratory Minneapolis-Based
© Z
eus
Jone
s 20
07
02. Know the ProductGain a clear understanding of how and why the
product is made
Think about how the product makes you feel
© Z
eus
Jone
s 20
07
Collection 01:
Naia
Ingredients:
Water Lily
Cyclamin
Citrus
Lychee
Personality:
Refreshing
Clean
Revitalizing
Crisp
Green
© Z
eus
Jone
s 20
07
03. Know the Competition
Find open space within the category that Thymes could naturally occupy
+
04. Find Some Whitespace
Look for visual and thematic clichés being played out amongst competitors
© Z
eus
Jone
s 20
07
© Z
eus
Jone
s 20
07
The category is:
Classic and expected
Over-adorned
Most lack emotion
Stagnant, still layouts
Calming and soothing
Repeating patterns
Heavy use of green
Heavy, dark borders
Centered, serif type
Historical clip art
Feels expensive
From a store
Open space in the category:
Modern and fresh
No ribbons and bows
Evocative of the fragrance
Lots of movement
Wild and uncontrolled
Unconfined art
Heavy use of red or orange
No borders
Unfussy, modern typography
Hand drawn art
Feels fun and free
From nature
Finding open space within a crowded category
Naia should be:
Fresh, wild, unconfined and always in motion
Modern and unadorned
Hand drawn and unexpected
© Z
eus
Jone
s 20
07
05. Building Moodboards
Interpret the written brief visually, using graphic images from outside the category
Develop a clear point of view on color, typography, illustration style, pattern and textures
Fresh, wild, unconfined and always in motion
Modern and unadorned
Hand drawn and unexpected
© Z
eus
Jone
s 20
07
06. Design
© Z
eus
Jone
s 20
07
Collection 02:
Moonflower
Ingredients:
Cinnamon
Clove
Mahogany
Amber
Cognac
Personality:
Luxurious
Spicy
Shimmering
Premium
© Z
eus
Jone
s 20
07
The category is:
Warm and heavy
Looking to the past
Ribbons and bows
Overwrought
Left field art deco
Inspired by classic perfumes
Lots of brown
Lots of dark colors
More historical clip art
More heavy borders
Carefully placement
Unemotional
Masculine in color
Open space in the category:
Light and free
Of the now
Decorate elements in the art
Streamlined
Timeless
Inspired by fashion
No brown
A sense of lightness
Hand drawn art
No borders
Randomly placed elements
Moody
Feminine
Finding open space within a crowded category
Moonflower should be:
Slightly moody but still light and free
Inspired by timeless fashion
Unabashedly feminine with a strong sense of movement
Slightly moody, but still light and free
Inspired by timeless fashion
Unabashedly feminine with a strong sense of movement
© Z
eus
Jone
s 20
07
Collection 03:
Ambersweet Orange
Ingredients:
Yogurt
Honey
Orange Blossom
Almond Milk
Personality:
Wholesome
Simple
Nourishing
© Z
eus
Jone
s 20
07
The category is:
Vintage and retro
Faux French
Bright, citrusy orange
Dark browns and wood
Stripes and ribbons
Square applied labels
Appears expensive
All warm colors
Calm, centered type
Overly cute and fussy
Open space in the category:
Modern and new
Wholesome and American
Pale, creamy colors
Light and floating
No secondary decorations
No confining squares
Convey quality in subtle ways
Add cool colors to the mix
Flourished typography
Understated and tasteful
Finding open space within a crowded category
Ambersweet should be:
Wholesome, honest and subtly Midwestern
Cute and flourished but not over the top and fussy
Light, airy and unconfined
Wholesome, honest and subtly Midwestern
Cute and flourished but not over the top or fussy
Light, airy and unconfined
© Z
eus
Jone
s 20
07
Collection 04:
Agave Nectar
Ingredients:
Agave
Red Grapefruit
Guava
Lemon Blossom
Personality:
Resilient
Fresh
Confident
© Z
eus
Jone
s 20
07
The category is:
Detailed Victorian feel
Rooted in a simpler time
Detailed botanical clip art
Black and white palette
Wall to wall typography
Bright yellow liquid
Full wrapping patterns
Heavy black borders
Silver and gold foils
Calm and centered
From nowhere in particular
From a store
Open space in the category:
Mid-Century modern simplicity
Faces life head-on
Simple, bold shapes
Bright and vibrant colors
Restrained use of type
Orange or pink liquid
Negative space
No borders
Colorful, but not shiny
Off center and energetic
From Palm Springs
Worn by nature
Finding open space within a crowded category
Agave Nectar should be:
Weathered but resilient and confident
Bright, bold, and simple
Palm Springs, 1960
Weathered, yet confidently resilient
Bright, bold and simple
Palm Springs, 1960
© Z
eus
Jone
s 20
07
A Few ConclusionsUnderstanding your client’s business makes it easier
to know you are doing the right thing.
Understanding the category makes it easier to stand out amongst competitors.
Working collaboratively with a client is the quickest way to the best solution.
Design shouldn’t be merely about decoration, but an important part of solving real business problems.
Thank [email protected]/bsurceyAIM: brdsurceyarchive.zeusjones.com
