Does it have to be so green?
Packaging for organic food products
In my graduation project from the Bachelor's program of Design at School of Design and Crafts (HDK) I attempted to challenge the clichés of graphic design for organic products and designed a packaging concept for a fictional food brand. The project had a special objective which was to explore ways to use the package as carrier for information about the enviromental impact of the packaging itself.
The process included research about packaging design and its effect on the consumer, an investigation of the Swedish market for organic foods, creating and defining a brand, and designing a coherent packaging concept for a product line which communicates the brand's values and appeals to the intended target group.
The final concept incorporates a meeting between traditional and modern values, and has a no-nonsense, honest approach that intends to give a trustworthy impression. Patterns and colors bring the design to life and work together with the typography to inspire a feeling of joy and passion for food. The paper-collage like stylization of the illustrations make them playful without being childish.
The project resulted in prototypes for a muesli package, tea carton and honey jar, as well as a manual that explains the application of the graphic program.
Read the project report (PDF in swedish)