Okay guys I have been given the task of improving upon a design for the biggest Goats Milk Produce makers in europe. The design is for there milk carton and its not going to be easy…
This is the brief in short:
They don’t want to stray too far away from what they have (and what they have is just horrible) Even though its a poor design it sells over a million pounds worth ever two weeks. So keeping it recognisable is essential… They also wanted more colour but to keep the white feel too it. Using the colours they already have.
Ive had a quick play but have until Janruary so it isn’t high on my list…
I actually like the before image . sorry. I think it is the nutrition section that is not sitting right with me. Also maybe drop back on the green a bit as to bring out the logo. But as for shelf presence it is bold and stands out which usually equals more sales. Funny I actually did a paper on shelf presence in my marketing class (way back in Uni) and I used skim milk as the topic. But anyway I feel the green washes out the brand and the nutrition facts are too big.
Oh and your title is spaced too far apart IMO. The spacing in general needs a little work as well.
Don’t forget that there will be a white spout cap. In the top there… I forgot to add it and also mention it. I am new to this kind of thing really and need advice. I know the people they know i do design work so they asked me. I dont have any past experience with shelf presnce.
Funnily though, there horrible website that needs life isn’t even in there eyes in need of a redesign but hey…
well if I have any advice would be to study some products in your super market and not the white space and how things jump out. Usually it is the brand, then if there is anything special like a new flavor. SOmetimes a certain color that a brand is know by will jump out first to be spotted from far distances. Like Oreo cookies bag is usually blue. SO in a crowded bunch people have come to associate blue first. This is really a big deal for a company and can literally make or break the company. Branding is very very very important.
Another thing go to a supermarket and see where the item is placed on the shelf. If at the bottom then maybe you need roll with the bright green you have here. For products such as this. it is so much more than what “looks cool”. You really have to research. If in your area there is a large part of the population that is over 40 and has glaucoma therefore is color blind. And your customer demographic is in that groupd you may want to change your strategy. So ask questions. SOmeone in their marketing department should have demographics to help you out (or style guides as well call them where I work). Ask questions.
I work for Gallo Winery right now which is a global company and one of the largest winerys in the world. I design website, labels and promotional items for them (along with my freelance stuff). So that is how I know demographics are important. This may be overkill for your project but they sound pretty large so you want to take the necessary steps. If you have anyother questions let me know.
(side note. I think their initial design is very good and effective, but lacks “here I am”, mind you it is not beer so dont put too much on it)
Yeah there design works and they know that… it hasn’t changed in about 10 years which. They have started ti branch out into other products and are being more adventerous in the design area.
The Products are at eye level which i lucky i guess. I think i could cut back on the green, maybe stop it coming down as far.
Thanks alot for the advice, this is like i said the initial draft so i should be able to improve alot more with a little bit of help.
yeah i agree with ddd, theyre gonna think its too green and not white enough. i might also submit that that particular green is really vivid and jumps out at you, which might be good, but it might be bad because its taking attention away from the logo and the old traditional look. i dunno, i was just horsing around with that image…what about this? a little more color…
Yeah that does give it more colour and is nice, but i wanted to steer away from the band like stripes in the middle. Just becuase that was one thing they mentioned to me.
What if you just use the pic at the top (your new design), and remove the green on the top? Try it, maby that will tone down the green enough so that it doesn’t take over so much.
