free project
Packaging design for Little Luxury
Client:
free project
Industry:
Food & retail
Services:
Packaging, Logo, Branding
Challenge:
-
What we did:
Logo design, branding light, packaging design
Result:
Demo for a fictitious food brand
Little Luxury is a fictional supermarket private label for which we designed branding and various packaging designs. It is ranked among the best packaging designs according to DesignRushv. The product range consists of exquisite olive oils, specialty mustards, and exclusive barbecue sauces. The target audience includes women and men with middle to high incomes who value exclusive products and are happy to spend 20 to 50% more on high-quality, healthy food. However, the products should not convey an overly expensive luxury feel, as the name "Little Luxury" stands for small, everyday luxuries that are affordable and that people enjoy treating themselves to now and then. Furthermore, a sense of authenticity and the use of unprocessed ingredients, wherever possible, should be conveyed to further emphasize the quality of the products. (Copyright – Registered at creativdepot.at)
The Little Luxury logo design is a pure typo logo based on the Abraham Lincoln typeface. Numerous details were modified to create an elegant, exclusive look. The serifs and underline also give this typo logo a down-to-earth feel, which reflects the authenticity of the products. The shade of black we use for all Little Luxury products is 100% black with a 50% cyan blend to give the black an even deeper and more dramatic effect.
The secondary stylistic element of all Little Luxury products is the dot of the word "Little," which resembles a droplet and is reminiscent of a drop of olive oil, mustard, or BBQ sauce. There is also a second feature that all Little Luxury products have in common: certain ingredients are depicted as vector graphics on the packaging (e.g., an olive branch for olive oil or certain spices for the mustard and BBQ sauces). This pattern is consistent throughout the branding and packaging designs.
Olive oil
There are three Little Luxury olive oil varieties: garlic/rosemary, basil/thyme, lemon/honey.
To preserve the quality of olive oil, it must be stored away from sunlight. Therefore, the bottle must either be dark or, if the bottle is light, packaged in a cardboard box to avoid exposure to sunlight. Olive oil is a food that is consumed slowly, so the bottle stays in the consumer's home for a long time. The manufacturer has no control over whether the consumer returns a bottle to the cardboard box after each use. Therefore, using a light-colored bottle with a cardboard box as packaging could lead to a loss of quality. For this reason, we deliberately decided against a cardboard box and opted for a dark glass bottle. Since dark green glass doesn't stand out on the shelf and even cheap brands use dark green glass, we chose black glass. The glass is matte because shiny black would be too reminiscent of a wine bottle. For practical reasons, there should be a thin, transparent stripe on the side of the bottle so you can see how full or empty the bottle is.
The Pupcat Regular font (see front of bottle) is slightly playful, yet elegant, tall and narrow, like the bottle itself. The font resembles handwriting; there are no perfectly straight lines. The olive tree branch is also not 100% linear and perfect, but, together with the Pupcat Regular font, evokes raw, real nature. The Alegreya SC font is used for the body text on the back of the bottle. It combines elegance and easy readability with the authenticity of nature, as the letters here are not 100% straight. Furthermore, Alegreya supports many special characters such as German umlauts, the euro sign, the pound sign, etc. This font also has a slightly calligraphic character, which positively impacts the image of this fictional olive oil brand. (Alegreya was developed by Juan Pablo del Peral and has been recognized multiple times as one of the most important and best typefaces.)
The secondary stylistic element in Little Luxury's corporate design (the dot/drop) can be seen on the fabric flag wrapped around the bottle neck.
Mustard
There are three Little Luxury mustard varieties: hot with Thai chilies, mild with lime and sweet with fig seeds.
Since mustard is one of the oldest spices in history (3000 BC, origin: China, first used in Europe), the typography is intended to evoke the history, age, and tradition of mustard. Therefore, we use the 1470 Sorbonne font as the main typeface for this product. However, we have also slightly adjusted the kerning and other details within the font. For the body text, we chose the Alegreya font.
The secondary stylistic element in Little Luxury's branding (the dot/drop) is drawn across the label in light gray to create a sophisticated texture. Individual ingredients are placed lightly and loosely across the label as vector graphics to avoid making the design appear too rigid and cramped.
BBQ sauce
There are three Little Luxury BBQ sauces: for beef/pork, for poultry and for fish.
For the main font, we used Sahara because it gives the design a slightly vintage look and conveys a raw, primal image. Sahara nevertheless appears elegant and dominant at the same time. For the body text, we chose American Typewriter, which conveys the raw, authentic (typewriter) feel well. American Typewriter is also very legible.
Since BBQs grew big in North and especially South Carolina (USA), we placed the map of the two Carolinas behind the BBQ lettering. Little Luxury's secondary stylistic element (the dot/drop) serves as a fill method for the map to allow the BBQ lettering to dominate.
Another detail of this packaging design is the star to the left of the ingredients list. This is reminiscent of the star in the North Carolina flag. The symbol on the bottle neck is reminiscent of the border of the South Carolina coat of arms.
The secondary stylistic element in Little Luxury's corporate design (the dot/drop) is drawn across the label in light cream to create a sophisticated texture. Individual ingredients are placed lightly and loosely across the label as vector graphics to avoid making the design appear too rigid and cramped.
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