Archives for category: Design and Development

I am happy with my final design as i believe i have improved upon the packages use of materials and processes. I am confident i have fulfilled the requirements of the brief. Here are my final display boards, and photographs of my 3D prototype.

The design is made up of four parts. Each part was developed out of research to improve upon the packaging’s use of materials and processes. Using sustainable and reusable materials where possible, it is designed to be easily separated for recycling.

The 3D prototype displays simply how the packaging would look and function. Unfortunately  i was unable to replicate the effect of the applied colour label, in reality the black parts would be transparant, using the colour of the sauce as the secondary colour. The lid is made up of two parts, the natural cork stopper, cut to be easily removed and replaced, and the induction seal, here displayed with a temporary foil seal. In reality the seal would be made of a stronger, recycled, aluminium and the adhesive will hold it firmly in place inside the neck of the bottle.

The recipe card is designed to hold itself together with minimal use of adhesive. In reality the paper will be properly scored on the fold lines allowing it to be folded far more easily and neatly.

As part of the brief we were instructed to design an additional element for our Lea & Perrins packaging solution, an element that would encourage the use of the product for the specified target audience. I took this from the stand point of ‘what would encourage me to use the sauce’ because i don’t use worcester sauce in my day to day cooking, although i enjoy cooking, and experimenting with food. So i thought that it would be good to approach the design from the ‘experiment’ and ‘why not try’ standpoint. Earlier in my designs i mentioned the spiced paper, and later i found an example of how the idea has been used in reality. So the concept is that a recipe booklet is attached to the bottle, and inside are two experimental or ‘why not give it a go’ type recipes. The idea being that the recipe suggests a great tasting dish which the user may not be familier with or might not have tried before, this is to encourage the use of the sauce in a wider range of dishes, because everyone knows Worcester Sauce goes in spag bol of shepherds pie, we don’t need to tell them that, but by suggesting something new, it not only promotes the recipe but also wider experimentation with the sauce.

The key point of the spice or herb paper is that when experimenting with new dishes, the user may not already own a certain spice or herb, and when experimenting with a new recipe, or a new spice they haven’t tried before, the user may not want to go out and buy a whole jar of a certain spice without knowing if they’ll like it. So this then makes it easier for the user to cook more complex dishes, without having to go to any more trouble.

Initially, i designed the paper with 8 squares per recipe (how the paper is folded) but i then downsized it to accomodate for the folding process and for space saving. So I have now settled on each recipe using 6 squares, incorporating two spice/herb squares per recipe. I began by figuring out how to fold the paper, partly because when i presented the idea to my learning team it was suggested for hygiene reasons that the spice papers might be exposed, but mainly because i wanted to fold it in a way that minimised (or totally removed) the need for adhesive to hold the booklet together when it is folded up. I have ended up with a 6 step folding process, which works on verticals and diagonals to hold the paper together. It adds an interesting visual element in that it allows me to play with typography and patterns, as well as sitting on the bottle neck in a diamond position, which will add to the products shelf attraction.

In terms of the design of the recipe booklet, i wanted to obvious maintain the black and orange theme, though adding a few other colours or shades and making use of patterns. Here is the design i have so far, it has gone through a range of colour groups and adjustments, and probably will until i entirely happy with the design. But here is what i have so far. The recipes themselves are just gobbledegook, i am looking into different recipes to find the right ones for the booklet.

This shows you how the folding works as well as the design so far.

Next i wanted to check whether induction sealing works on glass bottles. Induction sealing is a method that is already used in the factory (see factory visit post) with their plastic bottles, and i thought that i could use this type of seal in my designs.Upon further research i have established that this method of sealing is possible on glass bottles.

So now i will explain how i want to incorporate induction seals into my design. Here is a sketch of the bottle lid and its expanded components:

Bottle Lid

 

The reason i want to use an induction seal is because the sauce needs some sort of portion control, on the existing bottle the plastic lid has a smalled hole built into it, meaning that it only pours a certain amount at a time, so you dont use too much of it. I thought that this was an essential element that needed to be carried over, because if i was to just use a cork lid, the users would be constantly having trouble pouring the right amount, and inconvenience isn’t an element you want to build into a product. And i didn’t to use too many materials, so i thought that a small induction seal could be built into the neck of the bottle. It has two purposes: sealing and portion control. Obvious the product needs to be sealed after it is produced to ensure it meets hygienic standards. In terms of portion control i thought the seal could add a personal element to the bottle, meaning that the seal allows the individual to pierce their own hole, as big or as small as they want depending on how much sauce they prefer to use at one time. After they have pierced the seal, the cork then serves as the seal, restricting the flow of air in and out of the bottle in a natural, traditional way.

In terms of the technicalities of the seal, they work by the seal being placed in (or usually on top) of the bottle, which then passes under an induction coil which emits an electromagnetic pulse. This creates a reaction in the seal which heats a polymer around the edges, which when cooled forms a bond to the bottle. I thought that if the seal is placed underneath the cork, and the cork is push into the bottle, then passed under the induction coil that the seal would adhere to the bottle around the inside of the bottle neck, then, theoretically the cork can be taken in and out and the seal stays in place.

In terms of sustainability, i thought you could slightly modify the seal so that is is made of only aluminium foil and the adhesive polymer so that is it easy to recycle (aluminium being a highly recyclable material). And that there could be a tab built into the design that that when the bottle is finished you can pull the tab and the seal comes out, easily separating from the bottle so that they can be recycled individually.

In general i like the idea of a cork and seal combination, as it suits the original and genuine feel of the product, as well as supporting the sustainable cork industry, and the seal adds a contemporary element to the lid, which adheres to hygienic standards important in todays society.

I began to design the simplified label. The main motivation behind these designs was to make it as simple as possible. I once read a quote that said good design is taking out as much as possible and having the design still work as well. This then has a number of advantages.

  1. The simplified design will stand out more, with confidence on the shelf. The strong brand identity, and brand history is enough, the label doesn’t need to work hard. Think about Coca-Cola, it is enough to have the logo in white, on a red background, that’s all that needed. Even if Lea and Perrins isn’t as massive as Coca-Cola, if you handle the branding that way, it was communicate that way – “Real & Genuinely”.
  2. The simplified design means that it can fit on a smaller label, this means using less paper, less ink, less paint (depending on printing method). Saving money, and more importantly, resources and energy.
  3. If the bottle was to be printed using the ACL (screen printing) method, that would mean that only one colour was used. It would also cut out a number of processes, such as wood harvesting for paper, the distribution and manufacture of said paper, and the application and printing of the paper labels. With the ACL method, the bottles would be directly printed on, and baked. Which consumes energy  but when weighed up against the entire paper production and application process may have less of an environmental impact. Especially considered that sugar cane husks (see previous posts on materials) could be used to fuel the kilns, because the byproduct of making sugar can be used as a fuel.

Here are some developmental labels that i worked up in illustrator, starting with some very basic type and colour experiments and moving to more proper designs.

With the label designs i wanted to capture the classic “Original & Genuine” feel of the brand. Wanted to make sure the design properly captures the age of the brand and its importance. I prefer the simpler design, the bottom left design, though i do like the incorporation of the black areas, for instance the second from the left on the top row. I will continue to develop the designs, and ask the opinions of others to see what they think.

 

 

After the initial research, ideas and sketches, i put together these simple mock ups of my ideas.

Firstly, the label. Looking at the current label, i thought it was massively over complicated, with background images and patterns and portraits and stripes and type and script type and lots and lots and lots of stuff, which is all a bit confusing and unnecessary.

  • I thought that it would beneficial  as well as aesthetically interesting to have a one colour label, with the type cut out of the label, so that the colours are still the brand orange and black, but the black is made up of the black of the liquid, which is under the label anyway, and so could be made use of. The label will be simplified in as many ways as possible, typographically, having only the necessary information on there, for instand “Lea & Perrins”, “Worcester Sauce” and “Original and Genuine”.
  • The see through elements on the label appeal aesthetically too, as the bottle empties, you can see it through the label.
  • I also thought that it would save on paper and as well as ink if the label wasn’t wrapped around the entire bottle.
  • I am still undecided as to whether ACL (applied colour labels) would be appropriate for the project as i haven’t been able to find information about the energy consumption of the process compared to that of paper harvesting, production and printing. But, this design would work well for either a one colour paper label (made from sugar husk paper perhaps), or a ACL label, printed on the bottle, also in one colour.

I then thought about the value added items, and ways in which to promote L&P’s use in every day cooking, or to ‘try something new’. I came up with two potential solutions:

  • Firstly, a simple bookmark. Very simply, the paper sits over the bottle neck. The bookmark itself has a list of foods that L&P works brilliantly in, both full dishes for example ‘Spagetti Bolognese’, but also food types, for instance ‘Red Meat’. The bookmark is designed to be used in the customers already owned cook books, so they use the bookmark, and while using it to mark out the dish their cooking, they may see that L&P would also work well in said dish. So lets say they were cooking beef strips in with vegetables and some form of sauce, they use the bookmark to keep the book in place, but while doing so, they realise that L&P works really well with ‘Red Meat’ and decide to add some to their dish. This encourages the “Everyday cooking” idea.

  • The second idea is slightly more complex, but and interesting idea all the same. The concept is that this folded booklet is attached to the bottle. You unfold it at home and inside are three “why not try this..” recipes. Each has a description of the dish, the list of ingredients and cooking instructions on the back. The interesting part is that, the recipe is made from rice paper, and in two small areas at the bottom of the sheet are two squares, these squares are paper that is infused with a spice, so as part of the recipe, you add the recipe, tearing off the bottle squares and adding the paper to the pot! This means that the customers don’t have to buy a whole bottle of spice, and they get used to tastes that work well with L&P.  This encourages the “Try something new” idea.

Ideas about the additional elements. I went out and looked at what other products have done with their promotional elements.

Ideas about packaging and labels