Magic Spoon Outtakes
Sharing some outtakes now that the design is out-
We often see the polished, finished product on shelf
but it's a mystery as to how many rounds
and iterations it took to get there
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Peeling back the curtains today
To show a few iterations from the design explore
and top level thinking about the decisions!
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When it comes to retail, packaging has to work hard
to communicate in a crowded environment
in order to help the consumer understand the offering- QUICKLY
There are often many possible ways in!
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So here we go- quick rundown:
OPTION 1:
Close in step, matching the design language from their core offerings.
Showing the bowl to match category convention (people want to see the product!)
OPTION 2A:
Ah, the beloved characters- they bring playfulness and nostalgia! Why not have it interact with the ingredients?!
OPTION 2B:
Bring in the window (lower right)- help the consumer eat with their eyes and drive the appetite appeal
OPTION 3A:
If we don't show the character, do we bring in the illustration style into the bowl to amp up the fun? The spoon is a little window into the product too! Bring the illustrated world to life on pack (have you ever noticed that the back of the cereal boxes all have different "worlds"?)
OPTION 3B:
Does the window shape BECOME the granola? Gives consumers a bigger look into the actual product while keeping the fun illustrated world
OPTION 4A:
The window becomes the ALMOND- the key ingredient behind this granola. Can we highlight it? Do we introduce a new holding device for the logo to introduce this new sub-line?
OPTION 4B:
A closer in pack architecture- lives more closely to core while heroing the almond shape.
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Ultimately, testing landed us close in (OPTION 1)
In lieu of removing the fun characters and reserving it for cereal,
the gradient comes into the background to dial up the personality
that Magic Spoon is known for,
while still getting the appetite appeal of seeing the product
and helping make navigation at shelf easy
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What do you think?
Hope the sneak peek into the design process helps!
Special thanks to Magic Spoon for the opportunity to work on this together!
