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.