A talk I gave during the foodcamp at Waterford Festival of Food where I explored 5 casestudies of good Irish artisan food brands and their packaging designs
3. Vegetarian since 1974, vegan since 1990
First organic box delivery 1991,
Wolverhampton
1992 to 1994 - gave talks on green and ethical
consumption
Volunteered with Dublin Food Co-op in
summer of 1995
4. That was then, this is now
BiaBeag, a celebration of artisan and local
packaged food brands
helped with Irelands 1st foodcamp in KK. And
will help with 3rd this year :-)
work with a number of small food brands
5.
6. WARNING
everything in this presentation represents my
opinion only.
nothing i say or don’t say should be used as the
basis for taking any decisions. especially important
ones.
i am a design groupie, not a designer :-)
stop now
7.
8. Why is brand important?
allows for separation of the founder from the product(s) range
allows for the development of a personality and voice for a food
range
allows that personality to be communicated to the consumer
facilitates the consumer to
identify a specific product on a shelf
identify a potentially relevant new product on a shelf
9. Why is brand important?
allows for separation of the founder from the product(s) range
allows for the development of a personality and voice for a food
range
allows that personality to be communicated to the consumer
facilitates the consumer to
identify a specific product on a shelf
identify a potentially relevant new product on a shelf
10. Why is brand important?
allows for separation of the founder from the product(s) range
allows for the development of a personality and voice for a food
range
allows that personality to be communicated to the consumer
facilitates the consumer to
identify a specific product on a shelf
identify a potentially relevant new product on a shelf
11. Why is brand important?
allows for separation of the founder from the product(s) range
allows for the development of a personality and voice for a food
range
allows that personality to be communicated to the consumer
facilitates the consumer to
identify a specific product on a shelf
identify a potentially relevant new product on a shelf
12. Why is brand important?
allows for separation of the founder from the product(s) range
allows for the development of a personality and voice for a food
range
allows that personality to be communicated to the consumer
facilitates the consumer to
identify a specific product on a shelf
identify a potentially relevant new product on a shelf
28. Take Aways...good looks are not
everything
there are obligations around the functionality of
packaging
and it needs to be capable of being physically
reproduced accurately
30. Key changes
A shortening of the lead brand name to OHCo –
this allows it to work across multiple languages
Colour differentiation of flavours
Stripes to lift and sharpen the impact on the
shelf
33. The Opposite of Kilbeggan
Design brief went out
Tender process run
Brand Union selected
34. Brand Union - the brief
attract new consumers
To refresh the brand in a manner that to Glenilen Farm products
without disengaging the pre-existing consumer
base. Also required was a tone-of-voice to allow the
genuine, simple and honest nature of Glenilen
Farm to be expressed on and off pack. At a practical level, the brand needed to
reproduce well across a wide variety of pack
formats, subs trates and printing techniques.