Download - 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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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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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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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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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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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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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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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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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.
d
theultimatebubbly
APleasant Tonican
Invigorator
Theultimateconfidence
solutionA Pleasant Tonicand
Invigorator
magic
3.
4.
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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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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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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.