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

Anita Kunz Group

Pam Redlew
- You did not include the original label with your submission (required) but we all know what the generic Great Value packaging image looks like. In it’s simplicity, generic labeling does standout on the shelf and is typically associated with a lower priced product. Your idea to add a more attractive image of the produce does make the product clearer to the shopper. I wish you would have used your Illustrator drawing skills to render the pears in vector art…just to showcase your talent. I do like the gradient and the complimentary red strip, which definitely adds visual appeal. Nutritional info on the back looks good although maybe a bit larger than expected.

Liubov Voronina - You’ve definitely taken the children’s vitamin label to the next level. I suspect the original is more of a generic brand…nevertheless, the addition of the playful characters, clouds and sun really make this new version very attractive. With products like this there is the potential for making them look more like candy than vitamins but I think you’ve kept it engaging without going overboard. The colors all work well together with the gradient establishing a strong focal point. You’ve added type that’s both readable and playful. I think parents might go for this, not only because the kids in the cart like the package, but they might be more likely to
take their vitamins. Very nice work!

Jamie Ly -
I’m definitely familiar with this water from Costco. Your idea to make it more appealing and related to water works. The stylized drop replaces the A in water and the readability is still good.
You did not include the original (required) so we could see what other changes you made…I don’t recall their being a place of a name on the original. That’s a really good idea! I think it would have been a bit more creative if you had added more color
or even changed-up the type to surprise us. It’s a pretty “safe” redesign. Nutrition/ingredients and associated info all looks very good and shows skill with the type properties.

Rosenwald Group

Vicky Chen- A lot of the Trader Joe’s product labels have the very plain vintage style. I think shopper just “trust” them to offer a good product. It never hurts to make a label more engaging and attractive…although with TJ’s there’s typically not much competition between products. I like your idea to Illustrate a fresh corn stalk…the added brightness of the kernels is very attractive. To me, the adjacent black box with reversed type is rather stark in contrast…I would suggest picking one of the greens in the cornhusk as the background for that block. It’s a little softer and inviting. There’s lots of type in the nutrition box (it’s the law) but it looks like there is some bleed into the rules. UPC would be more realistic with random line widths.

Michelle Naas-You’ve really “spiced-up” the peach label. It’s much brighter and the color palette is very attractive. The slices in the background are really well done but I’m wondering why you chose to make the whole peaches a perfect circle? They would be much stronger if illustrated in a more realistic oval shape with that slight crease down the middle. The banner with the Sliced Peaches is a little irregular. There is an Effect>Warp>Flag filter that will make a very precise banner and adjust the type to fit inside…saves a ton of time. Your typography work on the nutrition info looks very good!

Steven Tuck
- You did not include the original label with your submission so we could compare the results (required). I do like the idea of combining the traditional barrel with the foam and straw on the label. It’s very nostalgic and makes me want to go find nice cold root beer! I am assuming this is a label that would wrap around a large bottle of soda. My only concern is that you could not see both the name and image with it sitting on the shelf. Considering this, it might be better to either stack the type and image or perhaps put the name on the barrel itself. We want our shoppers to see what it is and enjoy the attractive graphics at a glance. There’s not much nutrition in soda…mostly sugar! Your graphic is the highlight of the label !

Yelena Volkova
- At first glance I don’t see a lot of difference between the original and redesign. Of course, I know you modified the olives but the other changes are quite subtle. I think it would have been fun to be a little more daring in your redesign. I don’t think adding more olives really makes the label more attractive to shoppers. I do like the small branch in the left and can visualize it being larger behind a few of the olives in a more interesting composition. You’ve done an excellent job of reproducing the nutrition information but where’s the upc?

Deborah Marques- There’s not a whole lot you’d want to do to change some elements of this iconic Campbells’s soup label. Their script name is their identity along with the red band of color. Having said that, your goal was to make it more attractive by adding an image that related to the soup, in this case, tomato. The added bowl replaces the space with the “medal” (who can read that anyway). The bowl is simple but effectively shows an inviting bowl of soup. I also like the added banner across the middle, which adds some energy to the label. I think it’s more attractive as a result of your changes…there is a ton of type on there. That took some time so I know you know how to work with text boxes now.

Kroencke Group

Mary Urtz – Your revised Raisin packaging looks great! I like the technique you used to layout the design on the flat panels of the box. Adding the background image of clouds and rows of grapes certainly allows the shopper to escape the grind of shopping and imagine those nice fresh grapes being turned into delicious sun drenched raisins. Normally I would challenge the use of photos but you’ve combined them with the bold starburst and gradient, which demonstrates good skill with the tools. Typography on the panels looks very good too. Looks like you had fun with this…better yet, if I was looking for raisins on the shelf this would be my choice!

Scott Lockhart-You’ve done some interesting things with your revised Peanut Butter label. I like the color palette and especially the peanut..that’s fun. It definitely makes me think of the creamy stuff inside the jar and my mind is saying buy it! From a compositional point of view, the label lacks a clear visual hierarchy. When we shop we glance at products so key identifiers need to be very visible..in this case what stands out is “creamy”. It does this for two reasons; the white contrast with red type and the positioning right in the center of the package. I think creamy needs to be downplayed. Once the shopper sees it’s peanut butter they will look for the creamy vs cruchy versions. Typography on the nutrition info is good and I like the font style for the words Peanut Butter…kind of earthy like the product! The peanut in place of the letter A is a bit of a stretch…might not be quickly understood by all..reminds me a the number 8. I do like your creativity with the image.

Melissa McGregor
- This is one of the best and most complete redesigns in the class. You’ve taken your Folgers coffee label to a new place and made it very attractive. I especially like the natural, organic look it has. I have no idea if they are doing anything different but we might want our customers to think it’s an environmentally or free trade product. The label helps us imagine this! I like your new type styles a lot..now Folgers might no want to change their branding but this is a creative response to the project and I appreciate your inventiveness! The additional info looks good but I can’t take my eye off that fresh cup of coffee…excellent work!

Frazier Group

Andrew Jozwiak- You’ve done an excellent job of reproducing most elements of the label. I realize you wanted to keep the traditional Great Value branding…but it would have been “fun” to be more creative with the name. As I recall with your statement about the redesign, you wanted imagery to make it look more like the result of using the baking soda rather than the tools. I think this aspect of the design is very successful! The cookies are fun and makes me want to go home and bake a batch, that’s the idea of good marketing.
You’ve done an excellent job of recreating all the type in the nutrition label….you clearly have the skills and your upc looks very realistic.

Ken Rathbun-In comparing your original with the redo there is a vast improvement. For some reason, imported food like this often looks rather cheap due the printing and type styles. It can’t be that difficult to add a little “style” to a product like this…which you have done! You’ve taken the Longevity name and incorporated it into a simple but effective graphic that implies fresh and healthy. The words Baby Corn are not quite centered…minor detail but important. Overall, your label is much more simplified and would be very attractive on the shelf. Your nutritional info looks good but keep in mind that small white type with a black background will get smaller when printed due to “bleed”.

Anna Volkova
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I love sweet peas and you’ve definitely taken your redo of the label to a much more artistic level. The original spoonful of off colored peas does not look very appealing. At first, I thought the revision, with the rectangle of peas, was a little confusing. Are these supposed to be stacked or flat? Where is the perspective? So, as a visual element it could be a little confusing. Having said this, it’s beginning to “grow” on me….it’s kind of fun. I do think it would be stronger if the individual peas had a well-defined gradient on them to show their roundness? I think the stacking order of the brand and Sweet Peas should be switched for better visual balance…that’s somewhat personal taste but I think it would look better. Details in the nutrition facts look very good and indicated a good understanding of the type tools.