university studio placement
street posters, staff t-shirts, shipping boxes, shelf packaging
For this we were placed at several studios in Auckland who would then give us either a small brief (compared to the project sizes they work on) or a mock brief. I and several others were allocated to Special Group who are very well known for their channel FOUR campaign and have won several awards.
Our task was to brand the new fair trade pineapples that All Good was launching in New Zealand. We had four mandatory items to brand but could add more ourselves if we deemed necessary. We were given 14 weeks to come up with street poster, t-shirt, shipping box and packaging designs and present a document that explains our thinking process, titled the Project Document.
After about several weeks of constant research, I went with the idea of using popular 80’s songs as catch lines for the posters. This is so that parents of young kids can easily recognise the lyrics and draw attention to the product. Reading the lyrics would make them feel the warmth that brand gives and in turn give them the extra push to buying the pineapple for their kids and/or understanding the importance of fair trade food.
My colour scheme is bright and the overall feel to it is informal. Coming all the way from Panama to a much laid back island. Hence, I decided to go with handwritten text for the main header “Welcome to the Jungle” (Guns N’ Roses, 1987) and the capital handwritten text for the pineapple information; the imagery being that of animals found in jungles. The packaging user sees on a shelf is a jute bag to give it that jungle pouch look and also make it reusable.