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.

 

 

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Talk by Mary Warren from Robert Horne Paper.

http://www.breathingearth.net/

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

Initial Ideas.