food packaging atalogue

1

Revolution in a Package Cover

Inte

rnat

ion

al

Loca

l

Reg

ion

al

Food products

2

Table Of Contents

Cereal BoxesIntroduction

2 18

3

Glass bottles Plastic Packages

28 38

4

When people go the supermarket to buy food prod-ucts, some of them buy specific products brands, be-cause they have used these products before or depend-ing on their cooking ingredients. But, some people like my case, get their products according on how well integrated the image and type written on the products cover are. Food packaging plays a great role not only in protecting and covering the food, but in attracting people to purchase the products. And the reason why i am collecting food packages is to learn about the photography and type integration in the food covers.

5

The outcome of my collection catalog will be, first learning more about the photography used in the packages, and the criteria design firms use to choose these images. Secondly, some of the food investments have created their own type-faces and logos, and they became known by these logos, so this project is good opportunity to introduce the reader to these new typefaces and logos. Finally, there is absolutely a great integration between the type categories in the products and the images used, which will increase the reader learning outcomes in this project.

6

International food packagingNowadays, middle east supermarkets are full of the international food packaging. This catalogue, will start first by showing the international food packages , and discussing :

1) The production Information of each piece. 2) Its design aspects:

*Photography realism. *Typography categories. *Integration of image and type. *Historical references.

Internation

al Products

7

8

Local and regional food packaging, is also taking a place in our supermarkets. Not all people can differentiate between the local, regional and international packages. In this book, I will show the three different types of products, and compare them in terms of :

1)Production information

2)Design aspects.

Local and regional food packaging:

Local and Region

al Products

9

10

Different materials are used in food packaging:

There different materials that have been used in food packaging in both the international and local ones. In this catalogue, products will be categorized according to the packaging materials, such us:

1)Cereal boxes.Cereal boxes have been widely used in many types of products, because its light weight and cheap price.

2)Plastic. 3)Glass.

Internation

al Products

11

12

Internation

al Product

About BlueberriesThe blueberry, native to north America, has been renowned for centuries for providing real health benefits and wellbeing. Packed full of nutrients, antioxidants and vitamins this berry is regarded as an essential part of a healthy lifestyle. Interestingly, its also one of nature’s rare ‘blue things.

Cereal boxes

13

“We listened to our customers and brought to life”

About the berry companythe berry company is a family run business pro-ducing a range od delicious, and nutritious juices since 2006. Now we may be the first berry-based juice company driven by profits. we want our suc-cess to come from a love of what we produce and from people who life the way we do it .

14

Lipton logo has become famous for its design. Many other companies has stolen their design for their products, but it is still known for Lipton.

A realistic image is represented in the cover, which makes the views more inter-ested and attracted to buy the product.

Cereal boxes

15

About Lipton teaLipton is a brand of tea and was also a su-permarket chain in Scotland before it was sold off to Argyll Foods, to allow the com-pany to focus solely on tea. The company is named after its founder “Thomas Lipton”.

Internation

al Product

Comparison with the a local productThe difference between the “lipton” tea and the “co-op” tea, is that the cover of the internation-al product has less colours, which makes it less distracting and more gives more emphasise.

16

The Mornflake brand of oat cereals was created in 1941, during the Second World War. The brand has been relaunched with updated packaging and a new prod-ucts. The company has been milling oats in Cheshire since 1675 and is now one of Crewe’s larger employers, alongside companies such as Bentley Motors.

About Mornflake : It was founded in 1675, in England

International Product

17

The design of this package is attractive and in-teresting because the country flag of the product is taking the background. Plus, a small heart window is showing what is inside it instead of a realistic image. The type is treated to show different information in different levels, which gives clear and interesting design package.

18

Halwani Bros Company is the pioneer in the world of foodstuff in the Kingdom of Saudi Arabia.

In the package cover, a realistic image is illustrated. Which makes the cover more at-tractive and asking the costumer to buy it.

19

The most important after affiliation with Dal-lah company for Industrial investment was the transformation of Halwani Bros Company from mere selling policy to marketing and circulation policy, raising the net and gross sales, the net and gross profits on equal foot-ing while improving the products in terms of packaging and quality.

About Halwani Bros:

Region

al Product

20

Cereal boxes

Grove is the UK’s No.1 best selling Organic Juice Brand. Grove is 100% natural and 100% organic and a perfect way to get one of your 5 a day. No preservatives, no concentrates, just Grove.

Description :

In this piece, a realistic image of the product is displays in the cover. And the type is inte-grated way that the letters are smashed like the biscuits. Treating the type in this way create an integration between the product and the type.

GROVE

Internation

al Product

21

Region

al Product

Danao the best juice, with its unique refresh-ing taste, is the perfect combination of juice with a splash of milk.Danao is a juice milk drink, it is the best juice with its unique refreshing taste, is the perfect combination of juice with a splash of fresh skimmed milk.

Description :

In this piece, a realistic image of the product is displays in the cover. And the type is inte-grated way that the letters are smashed like the biscuits. Treating the type in this way create an integration between the product and the type.

22

Waitrose Limited

Waitrose Limited is an upmarket chain of supermarkets in the United Kingdom and is the food division of the British retailer and worker co-operative the John Lewis Partnership. Its head of-fice is in Bracknell, Berkshire, England.

As of February 2012, Waitrose has over 274 branches across the United Kingdom, including 30 "little Waitrose" convenience stores, and a 4.2% share of the market, making it the 6th largest grocery retailer in the UK.

Internation

al Product

23

Sharjah Cooperative Society is one of the leading es-tablishments in Sharjah due to its role in providing good quality foodstuff at competitive prices to con-sumers, supporting social cooperation to create a more secure society and its contribution to balanced consumer education. It is not known in the Emirate of Sharjah only, but its reputation has reached every corner of the UAE as the provider of the best quality of products for consumers.

Since its foundation in late seventies, SCS is a an industry leader and has won the Sharjah Economic Excellence Award twice, which in turn has given a boost to its staff performance and improved its work environment.

SCS services cover the entire city of Sharjah with more than 20 outlets. About 30,000 consumers visit SCS outlets daily to buy quality products.

Local Product

24

Internation

al Product

Realistic image that presents what the box contains

Type is treated in a way that presents the biscuits in the box

Cereal boxes

25

In this piece, a realistic image of the prod-uct is displayed in the cover. And the type is integrated in a way that the letters are smashed like the biscuits. Treating the type in this way create an integration between the product and the type.

The design of Waitros products are done by a management group called the waitros Board. The Waitrose Board is responsible for and manages Waitrose’s commercial ac-tivity and develops the strategy and business plan for the company.

All board members are appointed by the Chairman of the Partnership. Mark Price, Managing Director, represents Waitrose on the Partnership Board.

Design firm:

Description

26

Comparison with the international productThe international product seem to be more successful in terms of design, because a realistic image of the product is integrated alone on the cover, without colour and other image distractions.

Cereal boxes

Internation

al Product

Plum began as one mother’s (Susie Willis) story into an exciting journey into the world of taste and good food for her children. That’s why you can trust our recipes to take the worry out of weaning, building your con-fi dence and your baby’s appetite for healthy, wholesome and adventurous ingredients

About Plum

27

Local Product

Description

In this piece, The logo is presenting the name of the Sharjah Cooperative society successfully, as the three circles together presenting the co-operation symbol. What makes it less success-ful, is the symbol is referring to the Olympic games symbol, what makes people relate it to the Olympics game, rather than food company.

Logo

Light products are usually packaged by cereal packages. In this piece, a realistic im-age of a cupcake is presented on the cover of the box, which makes it more attractive. But, the colours in background of the box are very distracting, and making the image and type crowded and poor. Besides, the juice glass in the back is also weakening the design overall, cause it is not related to the cake package .

Olympics games logo

28

Glass Bottles

29

30

About Heinz ketchup

First introduced in 1876, Heinz Tomato Ketchup remains one of the best selling brands of ketchup. In 1907, Heinz started producing 12 million bottles of ketchup per year, exporting ketchup all over the world, including India, Australia, South America, Japan, New Zealand, South Africa and the United Kingdom. Heinz ketchup is often served at many restaurants in the United States and Canada, as well as many other countries.

Internation

al Product

31

al alali tells a story of rapid growth and success. After launching in Saudi Arabia in 1990 with a handful of products, they have continued to develop and are now considered one of the leading and most trusted food brands in the Middle East.

About al alali

Region

al Product

Launched in Saudi Arabia in 1990

32

In 1981, Sarabeth began making Orange-Apricot Marmalade from her home kitchen from a 200 year old family recipe and selling it to local food shops. From that humble beginning, Sarabeth with her husband and business partner, Bill Levine, now own and operate a jam factory, a wholesale-retail bakery café and nine restaurants.

Sarabeth’s home kitchen

In typography perspective, the label of the jam bottle is successful because different typefaces are used to show the different cat-egories. Moreover, line weight and colours are adding more sense of beauty.

33


34 34

SimpleLabels AreNice

35

A premium spread at your table and a delicious accompaniment to sweet treats. Every jar of al alali Cherry Preserve is filled to the brim with hearty pieces of plump ripe Cherry cooked gently to preserve the sweet flavour and juicy texture.

Regional P

roduct

Launched in Saudi Arabia in 1990

Cherry Jam

Description The label of the jam looks good, because it is simple, and not much typography work is done on. In terms of photography, it is good, but being more realistic would be better.

Comparison with the international product

35

Both products have a relatively successful package, but each has a different ways in approaching it. Maybe, al alali product can be sim-pler so it would be more successful.

36

37

Davidoff Café is the international Super Premium coffee for true connois-seurs, and provides a broad spectrum of flavours. The Davidoff Café world embraces four Super Premium variants and once a year special Limited Edition.

About Davidoff


Back cover:Most food packages have a dense text at the back of the cover, telling the cus-tomer about the products, its ingredi-ents , description about the production and how to use the product.

Davidoff is famous company that produc-es many products besides food. The cov-er of the package is very elegant matching the lower side of the bottle, where the coffee is shown. In terms of typography, different font sizes and weights are used to show different levels of importance.

Design Perspective

38

Chocolate Brands Many chocolate brands have created their own fonts and typefaces, which make these typefaces famous for them. Galaxy, Snickers, Reese’s, Twix, m&m;s and Mars, are one of these brands that are famous with their fonts.

39


40

International Chocolate Products

Milka is a brand of milk choco-late manufactured by Kraft Foods. It is sold in bar form, in holiday shapes, and in a variety of specially forms.

Most chocolates products, have the same theme for all packages, and they use different colours to indicate the flavour. Which give the brand more value and popularity.

41

Logo

Regional Chocolate Products Jabri, is the most famous chocolate product in Jordan. As shown in the images, they have a specifi c logo in English and Arabic, but they don’t consistently use it. Which makes the products less connected and not referring to the same company.

Using diff erent logos and diff er-ent colours for the same product chocolates weaken the overall impression about the packaging.

42

Andy Warhol

Campbell’s Soup Cans’ reliance on themes from popular culture helped to usher in pop art as a major art movement in the USA.

Campbell’s Soup Cans’

Campbell’s Soup Cans,[1] which is sometimes referred to as 32 Campbell’s Soup Cans,[2] is a work of art produced in 1962 by Andy Warhol.

Andy Warhol (August 6, 1928 – February 22, 1987) was an American artist who was a leading figure in the visual art movement known as pop art. His works explore the relationship between artistic expression, celebrity culture and adver-tisement that flourished by the 1960s.

43

Internation

al Product

31

44

45

At Waitrose we’re passionate about food and cooking. And because we know so many of our customers are just as passionate we’re delight-ed to present our ‘Cooks’ Ingredients’ - a range of top quality products offering real solutions to your everyday cooking needs.

Description: Cooking Ingredients are put in the plastic transparent bottles, which makes it more attractive for the costumer to buy it, more a than a plastic that covers what is inside the bottle. Overall, the design is successful, be-cause the label has different level of catego-ries, and the brand name is consistent in all this brand products.

Plastic Bottles in Waitros


46

Region

al Product

Design Aspects:In this piece, the logo is consistent in all prod-ucts of this brand. The Macaroni is shown from the package cover, which makes the in-tegration with type and logo stronger. Moreo-ver, few colours are used in the cover, which makes it less distracting and more valuable.

47

About Goody Macaroni:Goody is a Saudi product that produces all kinds of Macaroni products in different packages sizes and kinds.

48

Websites:http://www.waitrose.com/

http://www.grovefresh.co.uk/

http://yp.theemiratesnetwork.com/biz/United_Arab_Emirates/Sharjah/Sharjah_Co_operative_Society_Al_Yarmook_23193.html

http://www.plum-baby.co.uk/

http://www.jabri.com.jo/GUI/StaticPages/ViewPage.aspx?gid=3

http://www.milka.com/alpinetour/index.html

http://www.alalali.com/en

http://www.sarabeth.com/

http://www.wikipedia.org/

http://www.theberrycompany.co.uk/

http://www.liptontea.com/

http://www.davidoff.com/davidoff/

http://www.halwani.com/english/Home.aspx

http://www.mornflake.com/mornflake-oats.aspx

http://www.alsafidanone.com.sa/view2.asp?ID=4&catyID=18

Reference list:

49

Books:Eat Me : Successful, Seductive Food Packaging by Hargreaves, Ben Package and Label Design by Rockport Publishers StaffLabels and Tags by Rockport Publishers Staff (Compiled by); Kasabian, Anna

Photography:Most Images are taken by the publisher, and some from the internet.