Internal Collab - packaging style research

From our questionnaire, we discovered that respondents wanted packaging that was:

• cool
• modern art
• something they'd be happy spending money on
• not pink/flowery
• gendered language free
• stated purpose, not tailored towards a particular market

From this, Emma and decided that the aesthetic we should go for should be colourful, yet minimalistic. We thought that the use of colour would satisfy the 'cool' 'modern art' specifications, as well as tie in with our campaign. We had already used a bright orange and bright blue to attempt to avoid gendered colours. Carrying over these colours into the packaging design would create a cohesive set of outcomes, as well as satisfy the 'no pink' request.

The minimalistic approach came from the mention of patterns within period product packaging design. The packaging typically carries a pattern, normally of flowers or something typically feminine. By avoiding a pattern, we would avoid this association. Most importantly, we listened to the non gendered language and the concept of selling products based on their purpose, and not tailoring them towards a particular market. Selling products for their purpose alone would be a very direct, no nonsense approach to selling, and we wanted to reflect this by avoiding a lot of text and information. By clearly stating what the product is and only accompanying this with necessary information this automatically lead us to the concept of minimalistic design.

• Uses bold colour to signify separate products within the whole range
• big numbers to further enforce the separate products
• strong use of type 
• accompanying consistent monochrome palette

• bold use of colour as main design feature
• clear direct differentiation between types of milk (by fat percentage)
• still using colour but as alternate way of signifying
• strong use of typography

• colour as one of two main design features
• limited typography
• instead uses clear as icons as other design feature
• mostly muted colour palette
• 
  

• both use a monochrome colour palette
• simple shape packaging (no nonsense)
• bold sans serif type
• type states what is in the product nothing else
• differing weights in type makes sure design is kept interesting
• almost clinical/scientific feel