I have created an outline of some things I'd like for our brand to convey. It is in the document called BrandFeel RawUnrefined.
Keywords for the brand are - Raw, Unrefined, All Natural, Rough, Earthy, Artisanal products, hand picked with loving care through tradition and culture.
It should invoke images of being hand picked by artisans that love the work they do, that love to be outside, and do the work they do because it comes from a traditional heritage and their ancestry.
Many of the workers that produce the food items come from a cultural background (mostly Mexican or from Mexico), and multi generations of performing the harvests by hand.
Please go through the documents I have supplied to get an idea of designs that I like, and packages that I like.
DESIGNS I LIKE (attachments):
Kraft Bags - These will be the base for the bags to be used. Create two options. 1) with no designs on the bag, and only a front sticker that covers at least 50% of the front of the bag. 2) Create another version that has generic brand information on the paper bag but no specific product information on the paper bag, with product information on the front sticker of the bag. Use the coffee example as an idea for what I'm talking about.
I'm rating the design examples, so you can see what styles I like.
I am adding two examples of how the back of the package will need to look, because it's impossible to pick the front of the package, without knowing what the back could look like as well.
The basic information that I need for the back are -
1 shortish paragraph for sales copy
Address and company information
Expiry Date in the format - Use by mm/dd/yyyy
Organic Certifications (USDA Organic, GF, Vegan, etc)
Incorporate design element from the the front of the package, into the back of the package.
• saltexample.jpg - rated as an 8 or a 9, but does not use the paper bag concept for base of packaging. I like this design, but since we are going with a paper bag and sticker concept we can't use this design or bag. I'm only using as an example of a style that I like. In this example the branding is clear, simple, and leads the branding towards ideas of simpleness, tradition, culture and it's clear what the products is, and what it's about. The use of colour is simple, and appropriate.
• uptown-example.jpg - Design rating of 7 or 8 (for a fusion restaurant, this works well). The design simple, elegant, clean but also has a fusion style to it. While not appropriate for a raw and unrefined organic food brand, this type and style of branding leads to imagery of what this brand is about, and likely represents.
• almondexample.jpg - Rated as a 5, but at least it's clear what the product is about, and uses the paper bag. Of all these, perhaps the one I least like, but it is clean, simple and it's clear what the product is and what the brand is about.
Coffee Example Package - Rated at a 9. This is a good design, uses the paper bag with sticker concept well (they have as a sliding card board cover, which I would also consider using).
Dr. Feelgood - Rated as an 8. Good use of product information design and brand concept built into the packaging. For ice pops, this is an excellent direction to take the packaging.
Fugala - Rated at 9 for the crazy tree design and use of building into the packaging. I think that using a crazy tree looking design for the packaging could work well for the Manic Organics concept.
If you have any questions, please use the PMB.