Felt and Stitch...

I have done this experiment with sewing the letters onto cotton, using random and criss crossing stitch lines. I wanted to create something a bit messy and mixed up - which I think I have done!

I don't know if I actually like the design, but it is definitely interesting and could be pushed further with development...

I have used Photoshop to alter the brightness of this design. Bleaching out the background makes the design brighter and more extreme, which I like. It also lightens the blue thread which gives it a stronger contrast to the red. I need some feedback on this, to gauge the audiences' response, but I think that something along these lines could work nicely...

Bazzar Developed...

I have experimented further with the Bazzar type/logo. I want the logo to be type because there is no icon or image attached to the name, and because it is meant to encompass a range of eclectic and forward thinking designers.

I previously looked at using felt and have developed the 'textile' theme by stitching the letters into cotton...

I have experimented using one colour and different coloured threads and the layout of the words. I have also used photoshop to remove the cotton background to see what the letters look like against plain white.

The design itself was quite easy to produce, using a paper design behind the cotton and then sewing through both.

I quite like the effect that the stitching gives, it feels home made and eclectic. I am going to experiment with sewing the felt, combining the two materials to see what kind of effect can be achieved.

Of these three, I think that the colour design works best. It has personality and the colours clash, but are bright and strong. Overall it is the strongest because it has impact.

Photograph Backgrounds...

I have tried using the photographic background behind a bright white label so that the text stands out really well. The photographs are strong in these images, but I am not sure that it will work across a whole store range of products. If Value Chicken needs to be packaged then what kind of photographic background can be used - live chickens aren't really appropriate, and neither is a photograph of butchered chicken... there is no other option. I think that this design is probably more suitable for a range of products such as soups or jams.

Brown Paper Packaging 2...

I have produced a few more experiments using the brown paper background...

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I have been experimented with removing the word Morrisons and just used the M icon instead. I have also adapted the vertical line and incorporated a horizontal line - creating a sort of string/ribbon finish that is held together with an M sticker. The overall feel could be too parcel like and not really convey the Value message well enough - not sure yet. The bottom right design with the simple vertical line, the M sticker and white label is working quite well. It feels simple but clear and crisp. The Value branding is there, but not overpowering the overall design and generally the design is strong.

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Someone in my crit mentioned that the rounded squares with the speech bubble logo was a more attractive style for the packaging. I initially discarded the idea because it did not work against the white background, which made it look too cheap. The brown background allows for the shapes to have a white outline, and stand out much better against each other. I am not sure I like the design, it feels a little flat and unimaginative. It is a good possibility, but I think some of my previous designs are stronger.

Brown Paper Packaging...

I experimented with using a brown paper background as part of the label/packaging design. I am quite drawn to this idea for several reasons...

• The brown paper adds another colour to the design, without it being too invasive or over the top. This extra colour does not interfere with the brand colours, it provides a backdrop to make them the focus of the design.
• Brown paper carries connotations of cheap packaging, which is basically what the Value range wants, because the products are not expensive, therefore the packaging must be as cheap as possible.
• Brown paper reminds me of buying produce at a market, where anything and everything comes in a paper bag (because they are cheap). This ties in quite well with Morrisons' brand image of a pseudo-highstreet all within one shop (Morrisons have a 'Market Street' and 'Family Butcher) and the way the present themselves as a 'Market'.

I have experimented further with the brown paper background, using other labelling elements to create something more interesting and design lead. I want the design I create the still show the product name very strongly, but I think that incorporating some decorative elements might work quite well...

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The two design have the type applied directly to the brown paper background. I quite like the simplicity of the designs, it feels very plain and spacious. I am however concerned that the design doesn't quite work because the text is white against the brown, and looks like it would have be printed directly onto the brown paper - which is a little unconventional. I think that this a good start for the textured design idea.

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These designs all have a label 'applied' to the brown paper. 3 of these design use sticky tape to hold the label on, which is a more low-fi and 'cheaper' way of producing the labels. I like the sticky tape because it feels more fun and less precise, but I am not sure if it presents too much of a slap-dash personality for the products. The top left design looks like the label has been slotted into the brown paper on two of its corners, which is a slightly more delicate and neater way of 'attaching' the label, and the label shape it creates is quite nice as it has a symmetrical but not perfect feel.

I prefer the top left and bottom right typeface options as they are cleaner and easier to read. They have a more digital feel, which contrasts better with the brown paper than the handwritten and typewriter effects of the other two. They are also stronger and have more of a focus for the overall design.

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These four designs all incorporate the Value Sticker. I have used similar ways of 'attaching' the label as in previous designs, and developed one so that the corner of the label goes in and out of the brown paper. These effect of depth is done by using subtle drop shadows on the label, so that it looks like it is separate from the brown paper and stands forward a little.

The Value Sticker works well here because it looks like it has been applied over the top of the label. The central sticker creates a very even and balanced design, where as the other three have a slightly more jaunty and fun feel about them. This style of design allows all of the information to be on the secondary label and sticker, rather than some of the branding printed onto the brown paper (as previously shown). It is easy to incorporate both of the brand colours with the brown paper here because there are two elements being applied on top of it, allowing the label and sticker to stand out from each other and be separate devices.

I like both of the typefaces that I have used here. The first feels slightly hand written, but is more careful and considered style than previously. It has character and feels more personal. The bold slab serif font is very strong and stands out very well. It has impact, especially the white against the green background.

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These four designs are all very similar, but allow for some experimentation with the colour combinations. The banner that is applied over the brown paper is quite bold and strong, and helps to make the text the focus of the design. Having the Value and Morrisons logos printed onto the brown paper gives an idea that the brown is a standard and the secondary label is applied over the top for each product. The top right design sort of hides the branding because it is in a dark brown colour. I am not sure if this is suitable because the Value products do need to clearly show that they are Value, it might be too low key. The yellow on the bottom right design stands out very well. It is bright and strong, and the neutral background enhances this. It is hard to choose from the bottom two designs which is stronger, they both use the brand colours very well and are bold and impacting designs. I think that yellow label is good and works well against the brown, but the green branding logos don't stand out so well against the background.

The Avant Garde type face is strong and draws attention to the text. I am mindful that it looks quite similar to the Gill Sans used for the Value logo, and it might just be to close. Avant Garde does not work well in lower case as the characters are very wide and rounded - it has a more childish feel.

I am going to reduce down my options for these designs, pulling out what is working best and make some mock-ups so that I can gauge the impact of the design on a real product.

Background...

I mentioned in the previous post about incorporating a background into the design, so that a secondary label would stand out and highlight the text. I was considering what kinds of background would be suitable:

• Full colour
• Photograph or image
• Texture

I have quickly experimented with all of these options to begin with, as I felt it might throw up some more interesting designs that would feel fresher and more exciting.

Packaging developments...

I have been considering the points made at my crit last week. I do agree that the design for the packaging needs to be more exciting and engaging. I have developed the designs, and tried to incorporate some of the other elements from my initial development that people said were working better than what I presented at the crit...

I have experimented further with the striping element, and with having a band that cuts across the entire label. I have also brought back the Value 'sticker' because it adds a less structured element to the overall design. I have altered the typefaces. The first design here uses an italic serif, while the others all use uppercase Avant Garde in varying weights.

I think that there are elements within these designs that are working, and that can be developed further. In particular:

• The Avant Garde typeface; is modern and contemporary but it is also strong and bold and easy to read. I think that it engages well with the rest of the design because it is quite square and crisp.
• The Value 'sticker'; has something fun and playful about it, and brings in the idea of stickering products because they are on special offer etc. I like that it is circular, when the rest of the designs are quite liner and straight. The circle also works because the current Value design uses a circle motif (to little effect) and incorporating it in this way would tie it back in with the current branding.
• The horizontal 'banner'; acts as a sort of secondary label and also the type to stand out well. It also helps to incorporate more of the colours, and provides the opportunity to have a decorative and patterned background. I think that a background could be a good element to pursue further.