When evaluating the design and identity as a whole it was important to relieve some final feedback. Firstly looking at improvements that could be made, specifically with the key visuals. It was mentioned that they were hard to see, especially when placed on the packaging. It retrospect the designs that the illustrator handed over would have ideally been reworked and developed if timescale wasn’t an issue. A bolder, stronger illustration for each of the visuals and also making sure each visual had it’s own unique illustration relevant to the ingredients. Another aspect was the colours, specifically how well they colour scheme went with the colour of the logo. However it was noted that the colour of the logo couldn’t be changed and therefore made it hard to work with.
Moving on to positive aspects of the design, the illustrations work well as it was noticed that they incorporated both boys and girls in the design, making git appealing to both genders. It was an issue that the designs would be too feminine, however referring to feedback, this wasn’t the case. The typeface and illustrations together were seen to work successfully as all feedback said that it fitted alongside the existing branding without being too similar. The design also achieved the right balance between promoting it as a healthy bar, as well as communicating the existing indulgent, handmade image, the illustrations and colours help to achieve this.
In summary Relive is a strong, wholesome identity which is successful in answering and achieving the aims of the brief. It works well across all media and deliverables, it is innovative and communicates the values of both the bars and brand without shifting too far from the existing brand’s identity therefore it still feels a part of the Grown Up Chocolate Company family.
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