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Thymes: Research & Package Design
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AIGA MN Design Camp 2010 Packaging Workshop
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Thymes: Research & Package Design
1.
Thymes: Research &
Package Design October 01, 2010
2.
©ZeusJones2007 Hello. My name
is Brad. Moved to Minnesota in spring 2003 Designer at Fallon and Duffy from 2003 - 2007 Born and raised in East Tennessee Insane childhood mullet Design Director and Partner at Zeus Jones
3.
©ZeusJones2007 Zeus Jones combines
strategy, creativity, design, digital and user experience in brand new ways.
4.
©ZeusJones2007 Our current clients
range from cosmetics and fragrance to technology and packaged goods.
5.
©ZeusJones2007 This approach leads
to many different design solutions. Brand Identity Packaging & Products Interactive & Social Media Retail Spaces & Experiences
6.
©ZeusJones2007 A few key
steps in our process: 01. Know the Client 02. Know the Product 03. Know the Competition 04. Find Some Whitespace 05. Build Moodboards 06. Design
7.
©ZeusJones2007 01. Know the
Client Interview team members at Thymes Find interesting brand assets that are hidden in plain sight Look for the brand’s core belief
8.
©ZeusJones2007 Thymes Brand Assets Efficacious
Products Inspired by Art Inspired by Nature In-House Laboratory Minneapolis-Based
9.
©ZeusJones2007 02. Know the
Product Gain a clear understanding of how and why the product is made Think about how the product makes you feel
10.
©ZeusJones2007 Collection 01: Naia Ingredients: Water Lily Cyclamin Citrus Lychee Personality: Refreshing Clean Revitalizing Crisp Green
11.
©ZeusJones2007 03. Know the
Competition Find open space within the category that Thymes could naturally occupy + 04. Find Some Whitespace Look for visual and thematic clichés being played out amongst competitors
12.
©ZeusJones2007
13.
©ZeusJones2007 The category is: Classic
and expected Over-adorned Most lack emotion Stagnant, still layouts Calming and soothing Repeating patterns Heavy use of green Heavy, dark borders Centered, serif type Historical clip art Feels expensive From a store Open space in the category: Modern and fresh No ribbons and bows Evocative of the fragrance Lots of movement Wild and uncontrolled Unconfined art Heavy use of red or orange No borders Unfussy, modern typography Hand drawn art Feels fun and free From nature Finding open space within a crowded category Naia should be: Fresh, wild, unconfined and always in motion Modern and unadorned Hand drawn and unexpected
14.
©ZeusJones2007 05. Building Moodboards Interpret
the written brief visually, using graphic images from outside the category Develop a clear point of view on color, typography, illustration style, pattern and textures
15.
Fresh, wild, unconfined
and always in motion Modern and unadorned Hand drawn and unexpected
16.
©ZeusJones2007 06. Design
17.
18.
19.
©ZeusJones2007 Collection 02: Moonflower Ingredients: Cinnamon Clove Mahogany Amber Cognac Personality: Luxurious Spicy Shimmering Premium
20.
21.
©ZeusJones2007 The category is: Warm
and heavy Looking to the past Ribbons and bows Overwrought Left field art deco Inspired by classic perfumes Lots of brown Lots of dark colors More historical clip art More heavy borders Carefully placement Unemotional Masculine in color Open space in the category: Light and free Of the now Decorate elements in the art Streamlined Timeless Inspired by fashion No brown A sense of lightness Hand drawn art No borders Randomly placed elements Moody Feminine Finding open space within a crowded category Moonflower should be: Slightly moody but still light and free Inspired by timeless fashion Unabashedly feminine with a strong sense of movement
22.
Slightly moody, but
still light and free Inspired by timeless fashion Unabashedly feminine with a strong sense of movement
23.
24.
25.
©ZeusJones2007 Collection 03: Ambersweet Orange Ingredients: Yogurt Honey Orange
Blossom Almond Milk Personality: Wholesome Simple Nourishing
26.
27.
©ZeusJones2007 The category is: Vintage
and retro Faux French Bright, citrusy orange Dark browns and wood Stripes and ribbons Square applied labels Appears expensive All warm colors Calm, centered type Overly cute and fussy Open space in the category: Modern and new Wholesome and American Pale, creamy colors Light and floating No secondary decorations No confining squares Convey quality in subtle ways Add cool colors to the mix Flourished typography Understated and tasteful Finding open space within a crowded category Ambersweet should be: Wholesome, honest and subtly Midwestern Cute and flourished but not over the top and fussy Light, airy and unconfined
28.
Wholesome, honest and
subtly Midwestern Cute and flourished but not over the top or fussy Light, airy and unconfined
29.
30.
31.
©ZeusJones2007 Collection 04: Agave Nectar Ingredients: Agave Red
Grapefruit Guava Lemon Blossom Personality: Resilient Fresh Confident
32.
33.
©ZeusJones2007 The category is: Detailed
Victorian feel Rooted in a simpler time Detailed botanical clip art Black and white palette Wall to wall typography Bright yellow liquid Full wrapping patterns Heavy black borders Silver and gold foils Calm and centered From nowhere in particular From a store Open space in the category: Mid-Century modern simplicity Faces life head-on Simple, bold shapes Bright and vibrant colors Restrained use of type Orange or pink liquid Negative space No borders Colorful, but not shiny Off center and energetic From Palm Springs Worn by nature Finding open space within a crowded category Agave Nectar should be: Weathered but resilient and confident Bright, bold, and simple Palm Springs, 1960
34.
Weathered, yet confidently
resilient Bright, bold and simple Palm Springs, 1960
35.
36.
37.
©ZeusJones2007 A Few Conclusions Understanding
your client’s business makes it easier to know you are doing the right thing. Understanding the category makes it easier to stand out amongst competitors. Working collaboratively with a client is the quickest way to the best solution. Design shouldn’t be merely about decoration, but an important part of solving real business problems.
38.
Thank You brad.surcey@zeusjones.com twitter.com/bsurcey AIM: brdsurcey archive.zeusjones.com
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