green mountain packaging
Packaging sets brands apart. It’s not only a visual identity, but a literal advertisement to potential customers. Packaging is seen before the product and can help buyers determine what to buy based on their needs.
In this class project, I was tasked with redesigning packaging for an existing brand. I chose Green Mountain Coffee because while I do like their coffee, their branding is inconsistent, outdated, and, in my opinion, kind of boring! Taking into account the design trends of this era and my own personal preferences as a consumer and a designer, I had ideas flowing instantly.
research
As this was my first attempt at packaging design, I took some extra time to do my research. After looking at countless color palettes, fonts, and designs from other artists, I read up on dielines, watched some layout tutorials, and gathered mockup files that represented the layout I wanted. I wanted to get it right so, in the future, I could repeat this process and know what I’m doing!
Finding dielines for my vision was the most difficult part of this process, so I went to the store and bought a bag that was in the shape I liked, cut it up, and measured it. I put these dimensions into my Illustrator file, double checked that my mockups were the correct size, and began designing!
composition
After conducting visual research, I had a solid idea of what I wanted to create. This green, pink and cream color palette spoke to me and went along well with the brand name, so I decided to design around these colors. I started creating logos and refined my dielines.
While creating logos, I began creating graphic elements to go along with each. This helped me separate my ideas into their own respective styles. Some ideas were more modern and geometric, while others were more quirky and adventurous. Seeing the logos along with their assets allowed me to narrow down my choices, eventually deciding on the final design.
final design
The final outcome for this project was a mix of modern typography trends and illustration. The logo blends the graphic elements I created with the dark contrasting color of the bag and large text to create one comprehensive design. I printed and assembled the multiple times, adjusting sizing, spacing, and organization along the way.
While this assignment was challenging, it was also fun, interesting, and very rewarding. I walked away with new knowledge and skills and a beautiful design. I can’t wait to learn more about packaging design, and eventually apply it to my career as a designer!
