About

Maureen Foods is a company that produces sauces, cakes, and other goods, that are plant-based and have a Caribbean flair with ethnic variation. Their current products are displayed in local grocery stores in Vancouver, BC.

Goal

The objective of this project is to redesign the current logo, sauce bottle, and cake packaging with a custom modern and trendy font, aiming to stand out from competitors.

Problem

The current packaging and logo design lack effective differentiation from competitors, requiring a more distinctive and standout approach.

Solution

Considering the current logo, cake, and sauce packaging, the approach was to incorporate the client's design preferences while contemporizing and creating a more distinctive design.

Research & Brainstorming

Prior to the research, the client mentioned the type of font and appearance she wanted for her packaging and logo design. To expand the research, I created a Mindmap to help with my brainstorm and collaborated with my teammates to create a mood board using Miro, where I placed images sent from the client and other images that may be relevant to her brand. I asked the senior designer for some images of the client for better accuracy and influence on the logos. As I am working with 2 other graphic design interns, we all pitched in the mood board for images and potential fonts that would be used to create our logos that would later be presented to the client.

Mindmap

Moodboard

Additionally, to expand my research outside the digital aspect, I visited a local Safeway to understand how other products are displayed on the shelving. I took pictures of her potential competitors that sell similar sauces to her own and took influence when redesign her sauce bottles.

Sketches

For the logo, I created 6 sketches of which 3 were chosen by the Senior Graphic Designer. During my sketching process, I took influence on the Caribbean life and fruits that grow in the area.

For the Sauce bottle, as I was designing for the Jerk Sauce and Curry Sauce, I created 5 potential label packaging designs. Out of the 5, 2 sketches were chosen by the Senior Graphic Designer. To create my sketches, I researched deeper into the ingredients used to create each sauce to reflect the bottle.

Adobe Illustrator

For the logo, my goal was to closely incorporate the client's likeness into the design. Therefore, I created several vector samples for the Senior Graphic Designer to review and choose from. Once a design was selected, I then concentrated on refining the colors and fonts to align closely with the client's preferences and customized the design accordingly.

For the sauce bottle, I selected royalty-free images of fruits and plants that reflect the ingredients used in the sauces. Using the pen tool, I created original illustrations of these fruits. Once the illustrations were complete, I personalized the text for the sauce name, incorporated the logo, and added all necessary information to the bottle. Lastly, I meticulously designed the layout to ensure it is user-friendly and easily readable for customers.

Adobe Photoshop

Once the sauce bottle designs were approved by the CEO & Senior Graphic Designer, I downloaded a few potential mockup images that allowed the designs to be applied in. Once the mockup was completed, I exported the file so that it would be ready to be imported in Adobe InDesign for presentation.

Adobe Indesign

For the client presentation, Burst provided Assets such as logos and images to brand a custom file. My teammates were added their files in individually and shared the file with me, where I imported my design and made any changes requested by the Senior Graphic Designer.

Client Presentation

During the presentation, the client chose my design out 2 other designs presented by my teammates. In which, I was informed to further the project by creating 2 Cake Packaging designs for all seasons and one for the holiday.

Client Logo Feedback & Changes

Following the client presentation, feedback on the selected logo emphasized a preference for a design closer to the illustrated concept featuring the name "Maureen's". Please refer to the accompanying logo process image for further details. Ultimately, while preserving the shape of the initial iteration, modifications were made to the image, and the logo's font was adjusted to harmonize with the current branding.

Logo Design Process

Final Logo

Cake Packaging

The client was pleased with the sauce bottle packaging and expressed interest in redesigning her cake package. She requested a design for all seasons as well as a separate one for the holiday season. To initiate the project, the Senior Graphic Designer provided details and a brief moodboard of influential images. Upon receiving the design requirements, I applied a similar process used for the sauce bottle packaging, focusing on illustration. After multiple discussions with the client and the Senior Graphic Designer regarding color and illustrated fruit themes, the design was finalized. Subsequently, the new logo was incorporated.

Sketches

Final Packaging Design

Final Packaging Design Mockup

The all season cake packaging design was printed for Burst social media post on Instagram and for client review.

Recollect

Challenges

• The never-ending changes for the final logo design which can be time consuming with tight deadline.
• If the final logo changes, so does the mockups.
• The client had logo already created in mind, so the new logo was an iteration of it combined with new ideas.

What I learnt

• Clients always have an idea of what they want their logo to look like in their mind.
• If the client is working with another person, the change in the design can be constant because they can influence the intial decision.
• Working in a Design agency gives client unlimited changes to the design, despite the deadline at hand.
• The logo must be defined first before furthering any project.
• Clients are never clear at the beginning; therefore, the graphic designer must ask the client as many questions as possible.
• If a client already has a logo in drawing in mind, they just need someone to develope it digitally.