Naboli Process Book

package design process

brief

our market

competition identities

identity development

final identity comps & hue selection

competition packaging

package research

flavor design elements

initial design comps

package design comps

package dieline

final package design

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design ingredients

creative brief - a short document at the beginning of a project that defines the task at hand and establishes the strategy for creative and conceptual direction for the project.

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type & name of project

Complete a brand identity for

Naboli gourmet pasta.

customer benefits

Naboli provides a variety of fresh

gourmet pastas to the single individual

on the go because of their busy life.

tone | personality

The tone and personality is upscale

and cutting edge. The identity should

evoke high price point marketability.

creative considerations

Using color is key in creating this

identity since the packaging will

need to stand out in the products

environment. Clean and modern

design is also a key factor in

creating a successful identity. Both

concepts will brand Naboli as a

high-end gourmet pasta company.

required elements

The designer is come up with the

look and feel, including the graphic

elements of this identity. By doing this

the designer will take the identity into

a brand. Copy elements should be

standard and will be provided to

the designer.

strategy

To sum up the entire concept in a

single sentence: “The brand should

please both the palette and the eyes

because the quality and look are

high-end.”

budget

The budget is unlimited as to enhance

the creativity of the designer.

brief

our marketoverview

The market for the brand is very broad.

While some factors are very specific,

like gender and income, the Naboli

brand wants to appeal to everyone.

Naboli provides a variety of fresh

gourmet pastas to the single individual

on-the-go because of their busy

life-style.

income

Price-point of the final product is

expected to be more on the

high-end of the gourmet pasta market.

The marketing and product placement

will reflect a middle to high-income

target market. Select store units/chains

that maintain an overall middle to high

product price point will carry the

Naboli brand.

gender

The product aims to attract females

more than males. The female buying

power in the food market far exceeds

that of males, with over 60% of

females making food product buying

decision. In addition to the gender, the

style of the brand should attract both

genders and specifically target single

and/or on-the-go families with no more

than two to three individuals.

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overview

The displayed identities are just a

few of the major brands that already

saturate the current market. During

the research, it was noted that

many identities focused on either a

typographic or hybrid logo solution.

In addition, the hue selection stayed

within three dominate primary

colors- red, blue and green.

typography

Type plays a major role in the pasta

market as an identifier of the brand.

During the research phase there

were not any brands that used logos

without type. From a consumer

standpoint it is very important to

identify the brand immediately,

sometimes overlooking the package

design because of brand loyalty.

icons, images and abstractions

All identities used some form of icon,

image or abstraction. This concept

allowed each brand to stand out

from their competitors and visually

connect to their consumer, building

brand loyalty. In addition, each

brand used a relevant icon, image

or abstraction to communicate

what their brand stands for.

competition identities

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identity developmentoverview

Creating an identity for Naboli that

communicated fresh, modern, clean

and nutritious is key to the success of

the overall brand’s mission. Exploration

of many different options especially

typographic solutions were completed.

typography

A variety of custom typefaces were

created to convey a unique branding

by the company. Based on the

creative brief, a sans serif typeface

was most appropriate to communicate

a modern feel. Traditional serif

typefaces were also explored with

the intent of pairing them with a

modern icon or abstraction to give

the identity a contemporary feel.

icons, images and abstractions

It was important to remember the

overall brand, not just the specific

product packaging, when creating

the icons, images and abstractions.

This will allow the brand to expand

into other products in the future if

they wish to do so. All icons, images

and abstractions needed to convey

“pasta” or something related to

pasta. The sketches displayed are

just some of the many ideas that

were in concept for the brand.

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identity developmentThe digital rough stage enables further

development of the initial sketches. In

these mock-ups shape using positive

and negative space were explored, as

well as graphical solutions. Brush and

line weight were also applied to the

graphic solutions to evoke a sense of

texture and emotional response.

Typographic solutions were further

explored and custom created for many

of the digital mock-ups. In cases were

custom type is created the letter forms

are taken to their final stages. This is

completed because a rough version of

a type logo is hard to see at an

incomplete stage.

NABOLI

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final identities

After many revisions the final three

identity comps display three very

different directions the brand can

take to accomplish the same

objective. The top logo combines

a modern typeface with an iconic

graphic symbol, communicating

a modern and contemporary feel.

The middle logo uses a script

custom typeface and a fresh color

to solely convey a contemporary

feel. The bottom logo combines

a post-modern custom typeface

with an iconic graphic symbol,

communicating only a modern feel.

hue analysis

It was important to the brand and

identity to research competitor’s

use of color. The analysis above

shows the breakdown of dominate

hues used when creating an identity.

Some important facts aside from the

identity’s hue is packaging hue, which

will be discussed later. The identity will

be choosing a green hue and therefore

packing and further branding should

follow suit.

A hue harmony has been selected

as well to allow the brand to use

different hues yet keep true to the

main identity’s hues. The names

above allow for easier classification.

The ravioli line of pasta’s will use the

hue harmony “mangi.” All packaging,

any marketing materials, and even

micro-sites relating to this product

line should use this hue harmony only.

This ensures proper branding for this

line of products in the brand’s family.

final identity comps & hue selection

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competition primary identity hue analysis

italian patina

tuscan moss

mangi

pesto

naboli primary identity hue harmonies

c37 m0 y87 k54

c0 m0 y0 k50

c0 m3 y34 k8

c0 m79 y96 k17

c0 m84 y100 k65

naboli primary hue harmony

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c37 m0 y87 k54

c0 m0 y0 k50

c0 m17 y68 k6

identity hues

competition packagingoverview

The displayed packages are just a

few of the major brands that already

saturate the current market. During

the research, it was noted that many

brands focused on either a products

location in the aisle or grouping a

large amount of their product line

to overwhelm the consumer into

viewing their product. In addition,

the hue selection stayed within three

primary colors- red, blue and green.

design

Simple designs, easy to read

typographic solutions and visuals

of the product make a successful

package design in the pasta market.

From a consumer standpoint it is

very important to identifify the brand

immediately; sometimes overlooking

the package design because of

brand loyalty. Lastly hue plays a

major role when selecting a brand,

even in the design- many times

consumers will reach for a product

assuming it is “their brand” simply

because of the hue on the package.

hue analysis

It was important to the brand

and package design to research

competitor’s use of color. The

analysis to the bottom right shows

the breakdown of dominate hues

used when creating a package

design. Please take into account

that it was solely packaging that was

analyzed. Another marketing factor

many brands use is the products

placement and grouping, where

by making the aisle seem more

dominate of one hue over another.

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primary package hue analysis

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overview

The package design is important in

communicating the overall brands

message to the consumer. It is the

“final sales pitch” to the consumer

and tells them why they should buy

one brand over another.

The brand’s message is to

communicate high-end gourmet pasta

with a modern and contemporary feel.

bags, boxes & everything else

Extensive research went into the

various types of options for packing

the final product. The pictures to the

left show the various ideas that

were researched.

The idea of high-end and modern

kept coming back to “the box.”

Simple, elegant, modern and easy

to display on shelves, the box allows

the product to be kept safe and still

be functional in the market setting.

However, the realistic factor of cost

does play a major role and the box fits.

package research

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overview

It has been decided that flavor of the

pasta shall dictate the overall hue of

the package design. By doing this

the brand intends to market itself as

a small brand that makes pasta in

small quantities, communicating

quality versus quantity. The product

line will use the hue harmony “mangi”

to stay consistent with the brand’s

product line.

design elements

Selecting the style of the packaging

to ensure the brand’s message is

communicated correctly is key. The

brand has chosen to use a more

image based packaging style to

convey a contemporary and modern

feel. The additional research trend of

half-tone dots were also explored,

as well as graphic solutions. Simple

typography, specifically Futura was

also used to convey a modern feeling.

Lastly the use of bold flat color on the

side panels was preferred but other

options were explored during this

research phase.

All design elements selected will be

matched to the mangi hue harmony

from the hue analysis section

mentioned earlier. If different hues

are chosen, they need to compliment

the chosen hue harmony. The idea of

selecting hues that are not part of the

initial harmony should

be discouraged.

flavor design elements & product

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The digital rough stage enables further

development of the initial designs. In

these mock-ups graphics, images and

typography are used to create three

different directions that still meets the

communication objective.

Front panels are only created in

this phase, since they set the tone

for the overall package design.

The brand implemented the flavor

design elements to dictate the

package design’s direction.

front panel design comps

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The final design comps have been

chosen and final details are in the

works. This section covers the idea

that the final design is not necessarily

the final design. Despite the final front

panel design decision, finalizing the

side panels brings up more design

challenges. These examples show

the final two design solutions.

package design comps

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The final package design needs to

be sent to print in a two-dimensional

version before it can be created in

a final three-dimensional product

package. This image displays the

details the printer would need

to create a custom dieline.

package dieline

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final package design

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© 2011 Mark Edwards

©2010 designed by m

ark edwards