ANM 324 Project 4
Creating a label requires a broad range of illustration and design skills.  These are small works of marketing art that, if successful, demand attention and help sell the product they represent.

 

Here’s my general grading criteria for this project:

95-100- Label is complete and artwork is challenging.  It has excellent shelf appeal and demonstrated clear command of the Illustrator toolset.  The label is a work of art!

90-95-Lable is very well done but there are some minor flaws in concept or execution. Type styling may not resonate with the content or theme of the product or you may have created a less than spectacular composition of image and text.

85-89-Label is good but may not completely communicate the essence of the product in either type resonance or design elements

80-85-Label has obvious technical and design issues that will prevent it from having good shelf appeal.  Type doesn’t fit or image is too complex to be clearly understood by shoppers.

70-80-Label is not effective is communicating the essence of the product and major requirements are missing.  There are significant technical flaws.

70-below very late work

Note: Late work will be downgraded by 10 pts and the lack of group critique will result in a 5 pt deduction.

 

Late -10

No Group Critique -5


 

 

Rosenwald Group

Baotran Bui-Your olive label is a huge improvement over the Great Value original. The illustration of the olive and leaves is especially well done! I can only find good thing to say about the redesign…color palette and background texture really compliment each other give the product a great look.  Details on the back, including the recipe
for olive tuna salad, make the olives that much more tempting to shoppers.  The only possible weakness is the type style for Great Value…with all the other striking elements this seems a little out of place. I know I’m being picky! Very complete and your work demonstrates confidence and skill with Illustrator!

 

Igor Gaburici-Well, I learned something about corn…a grass that can have up to 25,000 kernels.  The most interesting aspect of your redesign is the new grid you’ve applied to the background…it’s kind of like the pattern of kernels.  It’s bright and eye-catching. The illustration of the corn plant and cob is quite simplified.  I’d definitely like to see more detail in the cob and perhaps some highlights/shadows in the leaves.  If you want to stick with the very stylized version as shown, then I’d suggest removing the stroke. UPC looks good but I think the nutrition facts should be in a box…it looks a little incomplete as is.  Wouldn’t Del Monte want to keep some aspect of their logo?  That’s their identity.

 

Jerome Havens-Your redesign of the Lasagna noodle package has basically kept the original layout and replaced the photo of the finished product with vector drawings.  I do like the idea of adding the chef character..it’s fun and maybe would attract shoppers with kids.  The pan of lasagna is not very clear or appealing?  Reproducing food, especially a dish like this, in vector art is very difficult. It could be interpreted as almost anything that’s baked in a pan.  I think I would just try to draw some sticks of the lasagna pasta..it would lend itself to a relatively simple vector art.  Your type pretty much matches the original..I had hoped for a more creative application. I do like the steaming Oven Ready! It doesn’t look like you make original version of the nutrition, ingredients and upc. Your take on the 3D packaging is fun!

 

Shamus Sullivan-At first glance your Pepsi packaging looks a lot like the original…upon closer inspection we can see lots of changes to the updated design.  I think your idea of taking the packaging into a space theme is fun and would be an interesting new marketing strategy. I like your illustrations of the various planets (maybe some are photos?) that’s OK.  The only think I would suggest is to take advantage of the type effect features of Illustrator to give the PEPSI name a touch more style.  Good job with the nutrition’s and contents…looks very professional.

 

Yauheni Shubin-I really like the extra effort you put into the layout of your tea package into the “flat”.  This is how you would layout the design of a folded package in Illustrator. You’ve definitely taken the focus of the package from the Hyleys English theme to the black tea and passion fruit mixture of tea.  To me seeing the actual ingredients would make the label more attractive on the shelf. You’ve done an excellent job of rendering the cup, fruit and background.  Looks like you had two possible solutions and, just for fun, included the opposite side with its slightly different arrangement. I personally like the version on the right. Very nice work!

 

Kroencke Group

Olga Gaburici-If your goal was to make your package stand-out on the shelf, you have definitely succeeded!  It is bright and a significant departure from the Great Value with lots of white.  The tomato character is fun and would definitely attract those shoppers with kids in the basket seat. He looks a little scared…maybe because he was squished into paste? The type style is much more playful than the original … not sure what Yammy means..maybe Yummy?
Looks like you’ve left out some the details. I think a gradient in the background, maybe red to yellow with yellow behind the tomato would make the composition looks a little less stark. Overall, you’ve definitely changed the look!

 

Jana Heidenreich-I think of Parmesan as being a sophisticated ingredient in cooking and your redesign definitely adds to that look.  The Italian flag color and gilded frame all enrich the look.  You’ve done an especially nice job of illustrating the slabs of cheese…food is tricky and you’ve got this one down.  You’ve included all the details on the back along with the upc.  Looks great and definitely a step up from TJ’s shelf branded products.  Nice work and shows skill with Illustrator.

 

Robin Reeder-I liked your idea of making the milk label more appealing.  Milk labels are in general pretty plain with few colors.  I like your emphasis on the cow…it could even be larger.  The hills and background give us the fresh farm look that would be appealing to shoppers. I would like to see more style in the title Breckenridge Farm.  There are definitely some fonts that would add resonance but still be readable. The scale of the nutrition facts looks large compared to the top part of the label. Type at the bottom should be on the blue bar…which is slightly distorted. Good idea…maybe a little more attention to the type details would add to the overall appearance.


 

Olesya Sytnyk-Wow these sound good…How can you go wrong with almonds and white chocolate? I like your idea to put more emphasis on the almonds and lemon flavor. These elements come through loud and clear.  The fact that they are covered in white chocolate is not as clear in the illustration…but it is spelled out in small type at the top of your redo.  Maybe the white swirls in the background should also be dripping of part of the almonds?  I just think this aspect is not as clear as it could be….having said that, your illustrations are excellent. I especially like the font you’ve chosen. The varying size adds energy. You’ve also put a lot of effort in the nutrition details and ingredients. Looks very professional!

 

Elizabeth Harper-I never paid much attention to the original Ranch Style Beans but I agree they are very plain. The addition of the cowboy is a strong visual improvements. I think this would be very attractive on the shelf and set this product apart from the competition. The primary colors are eye-catching too.   I do like the type style you’ve used for the name…it’s bordering on being a readability issue for anyone with vision issues..just something to consider when creative type is used on products.  Very nice job reproducing all the nutrition and ingredient lists..they look perfect! I like the simplified food pyramids on the left…much less cluttered.  There might be some stuff there that’s required by law?? Oh well…pass the beans!

 

Frazier Group

Kristina Farrell-The Mamba fruit chews were definitely a new product for me. I couldn’t quite figure out how the original package was formed but it looks like this is a soft wrapper. In contrast your redesign looks like a box..is that what you intended? You have done a very nice job of illustrating the fruit. It looks believable and clearly communicates the fruit flavor.  In comparison, your new package doesn’t resonate quite as much fun as the original. If this is meant to attract kids, I think they might go for the big fruit and prominent name in the middle. You’ve demonstrated good skill with the Illustrator tools and especially typesetting.

 

Jasson Gist-You did not include the original label with your final submission so it’s hard for your group to see what you were working with.  I think your solution is somewhat simple…Ok you’ve got the peanuts and the balloons definitely “resonate” party. The type needs something to make it stand-out from the background. Consider some type effect..mabye an outer glow? The back of the can looks like a scan of the original. I did expect, as part of the project form you to reproduce using the type tools..this would also give you a chance to add some continuity between the front and back of the label.


 

Susan Jackson-I’ve never noticed this product at Costco…probably not because of the generic labeling we’re used to that KIRKLAND style.  I like your decision to emphasize the tropical mango flavor with the picture of the fruit…I’d even like to see the fruit a bit larger.  My main thought on your label is that there are a lot of different font styles in use..also true for the original.  Are they all necessary? The other consideration is visual hierarchy…what’s the most important element in the label?  In the original it’s ENERGY..with the added fruit and new style for Vita Rain it becomes less clear on your redesign. One way to look at this is to squint and see what stands out.  I don’t know what should be most prominent…but it’s something to consider.  Your layout of the nutrition and ingredients is outstanding..it’s obvious you put a lot of effort into the project.

 

Tiffany Ross
-Wow those cherries look delicious. You’ve done a great job of illustrating the fruit. I wish you had included the original so we could see what your inspiration was for the redo.  I especially like the visual hierarchy on the label, which allows both the cherries and the OREGON brand to stand-out and work together. Colors are rich and cherry like…hey, I would pick this up off the shelf. The nutrition and ingredients are well done..watch out for serif fonts at small scale, they become a little hard to read.