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Thymes: Research & Package Design

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AIGA MN Design Camp 2010 Packaging Workshop

Published in: Design

Thymes: Research & Package Design

  1. 1. Thymes: Research & Package Design October 01, 2010
  2. 2. ©ZeusJones2007 Hello. My name is Brad. Moved to Minnesota in spring 2003 Designer at Fallon and Duffy from 2003 - 2007 Born and raised in East Tennessee Insane childhood mullet Design Director and Partner at Zeus Jones
  3. 3. ©ZeusJones2007 Zeus Jones combines strategy, creativity, design, digital and user experience in brand new ways.
  4. 4. ©ZeusJones2007 Our current clients range from cosmetics and fragrance to technology and packaged goods.
  5. 5. ©ZeusJones2007 This approach leads to many different design solutions. Brand Identity Packaging & Products Interactive & Social Media Retail Spaces & Experiences
  6. 6. ©ZeusJones2007 A few key steps in our process: 01. Know the Client 02. Know the Product 03. Know the Competition 04. Find Some Whitespace 05. Build Moodboards 06. Design
  7. 7. ©ZeusJones2007 01. Know the Client Interview team members at Thymes Find interesting brand assets that are hidden in plain sight Look for the brand’s core belief
  8. 8. ©ZeusJones2007 Thymes Brand Assets Efficacious Products Inspired by Art Inspired by Nature In-House Laboratory Minneapolis-Based
  9. 9. ©ZeusJones2007 02. Know the Product Gain a clear understanding of how and why the product is made Think about how the product makes you feel
  10. 10. ©ZeusJones2007 Collection 01: Naia Ingredients: Water Lily Cyclamin Citrus Lychee Personality: Refreshing Clean Revitalizing Crisp Green
  11. 11. ©ZeusJones2007 03. Know the Competition Find open space within the category that Thymes could naturally occupy + 04. Find Some Whitespace Look for visual and thematic clichés being played out amongst competitors
  12. 12. ©ZeusJones2007
  13. 13. ©ZeusJones2007 The category is: Classic and expected Over-adorned Most lack emotion Stagnant, still layouts Calming and soothing Repeating patterns Heavy use of green Heavy, dark borders Centered, serif type Historical clip art Feels expensive From a store Open space in the category: Modern and fresh No ribbons and bows Evocative of the fragrance Lots of movement Wild and uncontrolled Unconfined art Heavy use of red or orange No borders Unfussy, modern typography Hand drawn art Feels fun and free From nature Finding open space within a crowded category Naia should be: Fresh, wild, unconfined and always in motion Modern and unadorned Hand drawn and unexpected
  14. 14. ©ZeusJones2007 05. Building Moodboards Interpret the written brief visually, using graphic images from outside the category Develop a clear point of view on color, typography, illustration style, pattern and textures
  15. 15. Fresh, wild, unconfined and always in motion Modern and unadorned Hand drawn and unexpected
  16. 16. ©ZeusJones2007 06. Design
  17. 17. ©ZeusJones2007 Collection 02: Moonflower Ingredients: Cinnamon Clove Mahogany Amber Cognac Personality: Luxurious Spicy Shimmering Premium
  18. 18. ©ZeusJones2007 The category is: Warm and heavy Looking to the past Ribbons and bows Overwrought Left field art deco Inspired by classic perfumes Lots of brown Lots of dark colors More historical clip art More heavy borders Carefully placement Unemotional Masculine in color Open space in the category: Light and free Of the now Decorate elements in the art Streamlined Timeless Inspired by fashion No brown A sense of lightness Hand drawn art No borders Randomly placed elements Moody Feminine Finding open space within a crowded category Moonflower should be: Slightly moody but still light and free Inspired by timeless fashion Unabashedly feminine with a strong sense of movement
  19. 19. Slightly moody, but still light and free Inspired by timeless fashion Unabashedly feminine with a strong sense of movement
  20. 20. ©ZeusJones2007 Collection 03: Ambersweet Orange Ingredients: Yogurt Honey Orange Blossom Almond Milk Personality: Wholesome Simple Nourishing
  21. 21. ©ZeusJones2007 The category is: Vintage and retro Faux French Bright, citrusy orange Dark browns and wood Stripes and ribbons Square applied labels Appears expensive All warm colors Calm, centered type Overly cute and fussy Open space in the category: Modern and new Wholesome and American Pale, creamy colors Light and floating No secondary decorations No confining squares Convey quality in subtle ways Add cool colors to the mix Flourished typography Understated and tasteful Finding open space within a crowded category Ambersweet should be: Wholesome, honest and subtly Midwestern Cute and flourished but not over the top and fussy Light, airy and unconfined
  22. 22. Wholesome, honest and subtly Midwestern Cute and flourished but not over the top or fussy Light, airy and unconfined
  23. 23. ©ZeusJones2007 Collection 04: Agave Nectar Ingredients: Agave Red Grapefruit Guava Lemon Blossom Personality: Resilient Fresh Confident
  24. 24. ©ZeusJones2007 The category is: Detailed Victorian feel Rooted in a simpler time Detailed botanical clip art Black and white palette Wall to wall typography Bright yellow liquid Full wrapping patterns Heavy black borders Silver and gold foils Calm and centered From nowhere in particular From a store Open space in the category: Mid-Century modern simplicity Faces life head-on Simple, bold shapes Bright and vibrant colors Restrained use of type Orange or pink liquid Negative space No borders Colorful, but not shiny Off center and energetic From Palm Springs Worn by nature Finding open space within a crowded category Agave Nectar should be: Weathered but resilient and confident Bright, bold, and simple Palm Springs, 1960
  25. 25. Weathered, yet confidently resilient Bright, bold and simple Palm Springs, 1960
  26. 26. ©ZeusJones2007 A Few Conclusions Understanding your client’s business makes it easier to know you are doing the right thing. Understanding the category makes it easier to stand out amongst competitors. Working collaboratively with a client is the quickest way to the best solution. Design shouldn’t be merely about decoration, but an important part of solving real business problems.
  27. 27. Thank You brad.surcey@zeusjones.com twitter.com/bsurcey AIM: brdsurcey archive.zeusjones.com

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