Process Document

Jayme Trondle

Table of ContentsResearchCreative GuidelinesExplorationInspirationDesignRefinementFinal Product

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I began my research with looking at food labels of a variety of prod-ucts which included a range from classic designs to wild and unique designs. I began to gather these images and create a visual inventory to help me see what else was out there and decide my direction.

Research

Research The next phase was examining what products were already out there in Moroccan condiments to gain an understanding of what design approaches were typically taken and how the Moroccan influence came into play.

Creative Guidelines

Company/produCtSahara Seasonings or Casablanca CondimentsProducts - Harissa, Pickled Lemons, Capers

projeCt desCriptionDesign packaging label for three condiments

purpose of projeCtIntroduce various healthy Moroccan condiments in a spectrum of flavors to appeal to every consumer to improve the taste of any dish.

Competitive environmentCompetitors: Mustapha’s Fine Food of MoroccoThese products will be sold on the shelves of international grocery stores worldwide and also Moroccan style restaurants

Competitive edgeThe design directly reflects the bold tastes and colors of the actual products that are housed inside. Inspired by the traditional Moroccan tapestries, the bright and lively design catches the eye of any shopper.

Strengths – the outside design directly reflects the product insideWeaknesses – the eclectic design might scare the older generation away

After researching, I needed to establish specifics of my brand and the message I wanted to send to my audience through my design. In creating a brief, I was able define the target audience and understand my competition and how my product would compete against what else was out there. I also established my intended message for the audience and how I would execute that message.

priCe pointThe price is comparable to the other competitors.

target buyersAdults over the age of 20 who desire for exotic tastes

Current buyer perCeptionBold, unique, modern

desired buyer perCeptionExotic, contemporary, fun, flavorful, distinctive

unique selling propositionIncomparable

Collateral/marketing materialsMagazine advertisements, website, support packaging for other products

produCtion ConsiderationsThe product will be typical industry packaging with unique elements

Once my guidelines were established, I began to explore the possi-bilities of my design through concept sketches. These sketches show the range of possibilities that I could execute. Basically, I was getting any idea down on paper to help narrow down on my direction.

Exploration

Along with concept sketches, I gathered images that inspired the designs that I wanted to execute. These images range anywhere from vibrant patterns to Moroccan architecture. I discovered that fabric and pattern have a major influence on Moroccan culture and the inspiration board directly reflects this which is what my products will focus on.

Inspiration

I decided that I wanted vibrant patterns and bold type to be the focus of my design. The colors of the patterns directly reflect the colors of my condiments along with the tradiational colors of Morocco. I think the bold typography mixed with the bright pattern will grab the attention of anyone passing by. These concepts are the varia-tions of initial layout design, playing with the combination of type and pattern.

casablanca

casablancacasablanca

Design

After initial designs, I began to construct the pattern designs that I wanted to integrate onto each label. These patterns combine the colors of the sauces mixed with complementing hues to evoke feelings of authentic Morocco and a new modern vibe. I then began exploring how I would integrate the type and pattern with one another to create an overall successful design.

LEMONS

Refinement Process

After completing my pattern and consulting with my peers, I decided what direction I wanted to go in on intigrating the type and pattern together and choosing a typeface that complements the pattern. There were many explorations of type to decide which one to use.

Refinement Process

casablanca

Net Weight 16 oz (453 g)

casablanca

Net Weight 16 oz (453 g)

casablanca

Net Weight 16 oz (453 g)

Final Design

Capers, the flower bud of a Mediterranean shrub, are a very versatile ingredient & condiment. They are vibrant with just the right balance of salt. Casablanca Capers have been hand selected for their flavor and for the roundness and firmness of the buds. The end result is an aromatic, salty flavor with a hint of a tang.

A classic Moroccan ingredient, preserved lemons lends an indecipherable flavor to a whole host of authentic dishes. The “lemonness” you expect is softened with salty and sour elements combined with a hint of sweetness for an entirely new flavor experience. Their unique taste and silken texture cannot be duplicated.

Final Design