OUGD402 - Studio Brief 1 - Eve Warren

http://www.evewarren.com/

When looking on Pinterest I came across a packaging design that I really liked and upon looking into it more I found that the designer was a previous student of Leeds College of Art. I found this encouraging as it shows that people from this course have managed to succeed.

"Nada isn’t just a brand for healthy food, but a brand that communicates through fashion, beauty, well being and body confidence. These core values reflect across the brands packaging and visual identity, through the use of minimalism contrasting with an array of bright and geometrical patterns. Minimalism has been applied to the lid of the packaging, which represent the products value of innocence, health and well being. The patterns that have been applied to the container symbolises fashion, beauty, the fusion of flavours and various pasta / noodle shapes. Collaboration with Thomas Squire.

The Nada brand is an adaptive and flexible identity which is built upon a bespoke typeface which instills and encompasses our brand aesthetic and brand manifesto. The typography consists of 8 individual typefaces which when used dynamically build an adaptive brand identity. The logo mark has a static variant, this acts as the primary logo mark. However the brand is built upon the logo changing across products ranges and product types."

I love the use of patterns here to show what product you are buying, the patterns also look slightly like the products themselves too making them almost instantly recognisable. Also the shapes of the actual packaged boxes is very interesting - not something you would usually expect for pasta or noodles giving it a unique quality and adding a slight bit of novelty to the brand. The custom typeface that they created is simply beautiful, I love the combination of geometry and lines to create letterforms. It has shown me that maybe within branding a custom typeface is more suitable than one that is already made to make the product truly unique.

"Being is a new high street retail destination that brings an online digital experience to a retail location. Being is a lifestyle, which offers Food, Apparel and Homeware. The retail store is similar to a coffee shop however each table is equipped with an iPad that customers can use to shop at their own leisure. This business means food and drink can be sold at subsidised prices while profit is made through orders from the iPads. The creative challenge was to establish the brand and lifestyle into the marketplace as a brand which embraces the simple life, natural materials and anti-materialistic way of life."

This branding is very sophisticated yet simple. I like the use of clashing colours in the background to emphasise the design in front of it. I also like the effects that she has used to make the business cards, they look like they are made of slate that has been etched into. The type combination used is perfect too - the very contemporary serif combined with a sans serif that isn't boastful about ornamentation. Together they work really well because the display copy does all the aesthetics for the body copy.