The sleeves will be the outer most part of the packaging so they are the most important visually. I started by mocking up the ideas that we had sketched out in our meeting together. I tried to add little hints of humour through the use of phrases to reflect the brand. These designs were just like initial ideas however because I would want Polly to do the hand rendered text to make it look more personal.
After meeting Polly again and going through these initial ideas we decided that perhaps it didn’t match the brand guidelines that well, as I only hinted at the brand through the colour scheme. We decided to change the type to match all the current packaging to the bolder typeface. Keeping the colour scheme to brown and pink I tried out some of the stickers on the sleeve template. To reflect the postal theme I used a kraft paper background as if the box had been wrapped in brown paper. I do like this idea but I feel that it is a bit too dark as printing on it would make all the colours darker.
Polly also went away and did a sleeve using her illustrations. She based hers heavily around the postal aesthetic and using her hand rendered type it has a lot more character. However, She has added some things that don’t need to be on the sleeve like the ingredients and it’s unclear what occasion this sleeve could be. We decided to make everything as clear as possible by adding the occasion line big in the middle in the bold font from the original packaging. Then the customer could customise it by adding the stickers around it. I think that this is much easier to understand as your eye is drawn to the main message and then it jumps to all of the other little personal elements implemented by the stickers. The use of the handwriting and friendly tone of voice here combines perfectly to create the look that we wanted. I really like the little touches like “open up for something tasty” going across the sides of sleeves, prompting the receiver to interact with the product.
To keep with the postal aesthetic, most of the sleeves will have stamps on and all of them will have the envelope on the back of the design, with information about the company as well as the customer’s custom message. All we need to do now is implement this layout style onto all 6 of our chosen occasions, using the headline in the middle to keep a consistent design.
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