The document describes the redesign of packaging for a soy beverage product line. The existing package design had many distracting elements. The new design takes a minimalist approach, focusing on important information. Each flavor variety is assigned a unique color for easy identification. The shape was altered to improve usability during pouring and holding. The goal was to increase visibility on store shelves and make the package more visually appealing.

1. strawberry vanilla unsweetened
FORTIFIED FORTIFIED FORTIFIED FORTIFIED
SOY BEVERAGE SOY BEVERAGE SOY BEVERAGE SOY BEVERAGE
946mL (32 FL OZ) 946mL (32 FL OZ) 946mL (32 FL OZ) 946mL (32 FL OZ)
Vitasoy Branding and Packaging Redesign 2011
The design challenge was to choose an existing package design and develop a strategy for
improving it based on the needs and desires of the target audience.
The existing package has a lot going on and can be distracting for the consumer. To increase
shelf presence, the new design went in a minimalist direction focusing on the important
information on the package. Each flavour was assigned a different colour so consumers can
easily select the flavour they want. The shape was altered to make it easier to hold and pour the
soy milk, and make it more visually appealing.

2. A Collection of Stories by Beatrix Potter The Tale of Peter Rabbit
Tale
the
Peter rabbit
of
A Collection of Stories by Beatrix Potter The Tale of Tom Kitten
Tale
the
O
of
Tom
nce upon a time there were four little Rabbits, and their
names were–Flopsy, Mopsy, Cotton-tail, and Peter.
They lived with their Mother in a sand-bank, underneath the
Kitten
root of a very big fi r tree.
“Now, my dears,” said old Mrs. Rabbit one morning, “you
may go into the fields or down the lane, but don’t go into Mr.
McGregor’s garden: your Father had an accident there; he was put
O
in a pie by Mrs. McGregor.”
“Now run along, and don’t get into mischief. I am going out.”
nce upon a time there were three little kittens, and
Then old Mrs. Rabbit took a basket and her umbrella to the
their names were Mittens, Tom Kitten, and Moppet.
baker’s. She bought a loaf of brown bread and five currant buns.
They had dear little fur coats of their own; and they tumbled
Flopsy, Mopsy, and Cottontail, who were good little bunnies,
about the doorstep and played in the dust.
went down the lane to gather blackberries; but Peter, who was
But one day their mother–Mrs. Tabitha Twitchit–expected
very naughty, ran straight away to Mr. McGregor’s garden and
friends to tea; so she fetched the kittens indoors, to wash and
dress them, before the fi ne company arrived.
8 9
First she scrubbed their faces.
Then she brushed their fur.
Then she combed their tails and whiskers.
Tom was very naughty, and he scratched.
Mrs. Tabitha dressed Moppet and Mittens in clean pinafores
and tuckers; and then she took all sorts of elegant uncomfort-
able clothes out of a chest of drawers, in order to dress up her son
58 59
A Collection of Stories by Beatrix Potter 2009
The only criteria for this book was to use a classical style. To achieve the classical style an
elegant serif typeface was selected and drop caps were done at the beginning of each chapter. To
further the style, embellishments were also added. The layout is very simple and given generous
leading so the type does not appear too heavy on the page.
The cover was also done very simple to go along with the clean design. The detailed illustrations
were added for children’s interest.