university studio placement
street posters, staff t-shirts, shipping boxes, shelf packaging
I was allocated to Special Group, who are very well known for their channel FOUR campaign and have won several awards.
Our brief 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 process, titled the Project Document.
I went with the idea of using popular 80’s songs as catch lines for the posters. This was targeted at parents of young children who easily recognise the lyrics and draw attention to the product. The lyrics would create a feeling of nostalgia and experience the warmth that the brand gives, driving them to buying the pineapple for their kids.
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 – 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.