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Venui Vanilla Project Document

The Brief

Gardyne holt delivered us a brief that was a lot different from what we were used to, this was a good thing for the group and pushed us to try harder and think outside the usual square. Venui, a vanilla and spice company based in Vanuatu, was introduced to us and our field of design was too, packaging. Designing the dry packets and liquid packets for their large range of products. On these packets there had to be 3 mandatory things, a true pacific identity logo, a organic certified logo and the nutrional information sticker, all were provided. However, the final part to the puzzle was we had to design a sticker easily placeable by hand to distinguish the different products and their weights.

THE design concept


The design concept and look and feel of the work was heavily influenced by the islands and calcium carbonate, chalk. The island theme is quite hard to move away from and it does dumb down your work, so I moved off into a more conventional yet modern twist on the whole island style, I also worked in the base aesthetic of the chalkboard. The final logo type was selected due to its chunky island scratchy style and then the banner was added to add class and modernise it. I feel as if my package designs were successful in the end, even if it did take a lot of critiquing and hours to get it right, like any good project should. The content wasnt rich with the brief so creating something with deeper meaning was further out of out grasp than usual.

THE Research

The initial research was into the exsitiing brand and how that had worked on the marketplace. Selling only to chefs and very exclusive gourmet stores, Venui held its own on the market, bragging the organically certified stickers. These stickers are only given to companys throughly audited by a government organisation who rumage through their entire work cycle to find if there is anything remotely un-organic about their trading and production. Venui got through and now boasts this cool label. The original packing was very flat and plain, using gradients where-ever possible and typefaces youd only find on microsoft paint.The company decided after nearly 10 years it was time for a re-vamp after visting a food exhibition in Australia and realising their packaging just didnt stand up to the competitors, and was being brushed aside.

The vanilla bean was the beginning of the research also, we needed to look into this deeper to figure out any possible patterns, colours or textures to apply to our work successfully. Vanilla is one of the worlds most sought-after and expensive spices and the climbing orchid plants are notoriously demanding and labour-intensive. Fortunately, the hard work has paid off. Venui Vanilla which Piero describes as smooth, mellow and slightly fruity in flavour quickly won favour with local cooks and chefs at top restaurants and resorts, prompting Piero to expand production. This made researching it a touch easier, as it was a well known product online due to its award winning textures and flavours.

Vanuatu was first inhabited by Melanesian people. The first Europeans to visit the islands were the members of a Spanish expedition led by Portuguese navigator Fernandes de Queirs, who arrived in Espiritu Santo in 1605; he claimed the archipelago for Spain and named it Espiritu Santo or Holy Spirit. In the 1880s France and the United Kingdom claimed parts of the country, and in 1906 they agreed on a framework for jointly managing the archipelago as the New Hebrides through a British French Condominium. An independence movement arose in the 1970s, and the Republic of Vanuatu was founded in 1980. After learning all he could, Piero decided to start his own vanilla plantation in 1987, on the tiny island of Venui in Vanuatu. Refining his own growing and processing techniques, Pieros mission was to cultivate top quality crops for specialised local and overseas markets.

THE Research

Second round of research took place with mood boards, to set the scene for our future designs. The art deco / miami beach moodboard was a derivitive from the original beach paradise look that was very clear from any imagery from Vanuatu. After I looked deeper i found that the art deco movement was graphically gorgeous and the colours and typefaces were incredible to some degree. Although this was a very nice mood board and visual aesthetic, the client and myself were not overly sure on it. This moodboard ended up being scrapped and was not used for the final packaging styling and aesthetic.

Pulling the 80s theme from when Venui was started, 1984, I thought I was onto a winner, with bold colours and firm layouts, it was the point of difference I was looking for. Much to my surprise it wasnt taken well by the client, but once explained to me I could definitely see how this wouldnt work. If executed poorly this could dramatically age the product and customers would just glance over it. I started to think around the concepts and not the work itself, but couldnt figure out how to use colour and bold lines in my work about a Vanuatu Vanilla product.

Calcium carbonate, the scientific term for chalk. This idea came to me in the middle of the night and i had to jot it down. When I woke in the morning before the second round of presentations, I began to search and hunt and compile images to extend my knowledge of this trending aesthetic. I fell in love with this look and feel, so did the client to my delight. Although as I started to look deeper into it and at competitors, it was quite a common theme at the moment with todays love for hand drawn design. This style and mood has a huge possiblity range and I feel I have manged to merge my 80s moodboard and this one together to create a very successful final design for Venui.

THE Early stages

THE Early stages

THE final

THE final

THE final

THE final

drew.c

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