Create packaging and point of sale for Homebase’s ‘Grow Your Own’ fruit and vegetable range for novice gardeners.
Proposition
Homebase know how to help you to grow your own fruit and vegetables – they make it easy.
Target Audience
Our primary target audience are gardening novices. They could be male, female or families with kids. They are adults, but without a specific age range.
Tone of Voice
Simplicity and clarity. Growing your own fruit and vegetables made easy. Easy to understand copy and information for the novice gardener. Natural, earthy, organic. Tastier than the supermarket.
I really wanted to tackle a packaging brief, I find it an interesting area of design and feel that it is an aspect that the course has not allowed us to do justice to. Left to my own devices, of all the ideas generated for this brief I would probably have gone with a decorative based style similar in feel to the current Seeds of Change campaign. I like its simple organic handcrafted feel, it seems right on brief.
However, reviewing initial ideas with Adam he persuaded me that the strongest was the notion of dot-to-dot. It is strongly conceptual, has elements of wit in its combination of imagery and has much potential in terms of in-store application - floor graphics and point of sale etc. It also conveys the idea of ease and fool-proof use required by the brief. However, I have found it incredibly difficult to realise. Maybe it's one of those ideas that Alan Fletcher describes as being better in your head than in actuality.I think the piece has improved as it has progressed from the clumsy cartoon-style beginnings towards a look that draws more heavily on the classic kids dot-to-dot image. The focused fruit or vegetable needs a context to appear in for the piece to work. However, I still have doubts about whether the message is clearly conveyed by this means and overall I do not have a sense of ownership over the project. It does not feel like me and more importantly is not developing as the kind of packaging that I would find especially appealing. Maybe that's not important but at the moment it feels so.
For the time being I am going to set this aside while I concentrate on other more fruitful briefs. On coming back to it I know that I should think more carefully about the following:
- design as a 3-D object rather than flat, face by face, images
- standardise type and layout devices across the range
