alenka gomboc fda year 1

8/14/2019 Alenka Gomboc FDA Year 1

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ALENKA GOMBOC

FDA YEAR 1

Project 1:

Confidence Booster

package design


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ALENKA GOMBOC

FDA YEAR 1

First I read through the brie and then

read it a ew more times to understand

it thoroughly.

TARGET AUDIENCE: Style conscious

20-30 year olds

CLIENT: Supermarket Chain

MESSAGE: Be more condent

1. UNDERSTANDING THE BRIEF


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FDA YEAR 1

I went through the process

workshop or my client, message

and audience. I came up with

numerous solutions, concepts

and ideas. That was a good way

to clear my mind o all the foating

thoughts wanting to get down on

the paper.

2.GENERAL BRAINSTORMING


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FDA YEAR 1

First step into research was to investigate the

existing supermarket chains.

There are vast dierences between them,

ranging rom ones being very simple, tacky

and unstylish to others being exactly the

opposite.

3.CLIENT RESEARCH:

SUPERMARKET CHAINS

I have ocused on a ew

categories during the

research:

colour coding, typography,

environmental impact, target

audience, communication

to their audience, how

involved are they in the

local community, how do

their loyalty cards work (i

they have any), levels o

sophistication and

sta behavior.


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FDA YEAR 1

Visual style: very colourul, urban, grati

like, collages and juxtaposition, illustration,

screen printing grungy eects mixed with

iconic/retro images.

4.TARGET AUDIENCE

VISUAL MATERIAL RESEARCH


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FDA YEAR 1

To identiy my audience I went out

to discover the places they socializeat, things they consume and things

they enjoy.

Areas they live in: trendy London

such as Bricklane, Shoreditch, Angel

and Dalston.

Interests: ashion, art, politics,

music, partying, anything unusual

and unky.

Proessions: media

Type o communication: writing

things in dierent ways. Example:

musiq instead o music or noiz

instead o noise etc.

Consequence o todays text

message communication

generation. Me to you - more

personal.

5. TARGET AUDIENCE LIFESTYLE RESEARCH


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FDA YEAR 1

6.MESSAGE RESEARCH

What makes you eel confdent?

Denition o the word condence

Thesaurus, Dictionary and Wikipedia to nd out about

generally accepted acts.

Survey amongst 20-30 year old style conscious people.

Question/Task: What makes you eel condent, connect

that emotion to a colour and a shape.

Here are a ew results. A lot o

blue, a bit o red and mostly round

shapes.

Colour psychology : Blue is

non-threatening, yet condent

and stable. Many police uniorms

are blue because the color sayscondence and security, while

being non-threatening.

A lot o answers were about rien-

ship, inner silence, looking t and

unny enough, alcohol.

Facts which conrmed or omitted

my speculations.


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FDA YEAR 1

7.IDEAS GENERATION

Initial ideas:

- packaging or nutritional products as

young people care a lot about their

appearance and they want a quick x,

- packaging or detox drink as they

party a lot,

- packaging or pre prepared meals to

make up or your bad eating habits,

- tokens to collect and get ree gym,

- get involved concept where people

get the work placement in the

creative areas o the supermarket, only

available to locals. Imagine supermarketas an exhibition place.

Ater all this brainstorming I went back

to simple and direct messages and came

up with a decision to create a packaging

or alcohol. The idea is a bit o a joke as

everyone knows alcohol does not

really make you condent but it has a

similar, short term eect (only i you get it

right).


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FDA YEAR 1

8.PACKAGING MARKET

RESEARCH

The alcohol industry is a very lucrativebusiness with enough money to spare

to invest into remarkable packaging

that dierentiates the product rom

others on the market.

I selected a ew that stood out

because o their good/unusual design.

A lot o them were based upon old

medicine bottles which has given me

a subject o my next research.

I have also checked a ew other packaging designs

that would potentially target my audience -

lots o bright colours, screen printing eect, playul

designs and illustrative, hand written type.


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9.VINTAGE BOTTLES/

LABELS/TYPEFACES

RESEARCH

A ew examples o old medicine

bottles. I decided to remake a ew oldlabels.


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FDA YEAR 1

A ew examples o re-made medicine labels.

I quickly established that there is something

missing. As the bottles on the let seemed

without the real wow actor I started

thinking o possible solutions.

Should I rather use a very recognisable beer

bottle and attach the old medicine sticker to

it? This would play around with expectations.

It didnt work either.

10.PROTOTYPE TESTS


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11.EXPERIMENTATION

Reerring back to my target audience I

re-evaluated the research and came up with a

ew new solutions. I tried out something morevibrant, youthul and unky. Here are a ew

examples o my handwritten text using bold

and lively colours.

Q: Where does the old medicine bottle eect

come in?

A: Screen printing could give it an old, used

look in contrast with bright modern colours.


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FDA YEAR 1

They have become more appropriate or my target audience.

Q: How ar can I go with the dierences amongst them? Do

typeaces/bottles really need to be the same or can just a style

tie them together?

12. MORE PROTOTYPE TESTS

originalbubbly

ultimate

the ultimate

theu ltimate

original

original

bubbly

bubbly

ap leasant tonica ndinvigorator

a pleasant tonicandinvigorator

apleasant tonic andinvigorator

a pleasant tonica ndinvigorator

ap leasant tonicandinvigorator

a pleasant tonic andinvigorator

1.

2.

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theultimatebubbly

APleasant Tonican

Invigorator

Theultimateconfidence

solutionA Pleasant Tonicand

Invigorator

magic

3.

4.


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FDA YEAR 1

13. SCREEN PRINTING/GETTING DIRTY

I knew what I wanted to get out o the process - the

worn out eect that would be reminiscent o those

old medicine labels. To my luck, the labels came out

just as I wanted. I later scanned them in and edited in

Photoshop.


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FDA YEAR 1

15.RESULTS

2ND VERSION

This was a rst version o Condence

Booster but I have decided to

expriment a bit urther.

Ater more research I havedesigned more shapes o labels

and screen printed them. I have

also investigated dierent shapes

o bottles.


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FDA YEAR 1

FINAL RESULTS

I have decided to add an extra old

medicine/potion eel by replacing

the plastic lid or a cork. I soaked

the cork in black tea to make it lookdarker and older.


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ALENKA GOMBOC

FDA YEAR 1

T-SHIRT

My target audience just loves T-shirts. The

unnier, the more provocative, the better.

I brainstormed the ideas people have in their

mind when they consume a bit o alcohol andobviously when they drink my Condence

Booster. I came up with a ew and the one

I have decided to print was Im so damn

great thanx to Condence Booster. There

might be more to come!

My riend being So damn great ater

consuming Condence Booster.

alenka gomboc fda year 1

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