This is a packaging design project. I created a fictional avant-garde clothing brand and designed the shoe box packaging for this brand. The shoe box serves leather boots. My overall design concept is Raven, and the name of the brand is also called Raven. Designed with reference to the characteristics and colors of the raven, and used different materials for matching, such as linen and leather. At the same time, I also made shoe polish packaging and brush packaging.
OVERVIEW
CONCEPT
My idea is to set up a hypothetical brand positioning is independent designer brand, Avant-garde brand and even artisanal brand shoe design and packaging.
LOGO
I first collaged a lot of silhouettes of ravens, and put them as a picture behind the logo font. Create the feeling of flying ravens to form a logo. This logo reduces the sense of fragmentation that occurs when changing the original font, makes the logo style uniform, and can probably distinguish the design concept even if it is zoomed out.
ACCESSORIES
I pushed the concept of scratches onto the leather case packaging of shoe polish. Initially I planned to just create a scratch on the front of the package as a graphic element, but I found it would be better if the entire leather surface used this scratch as a texture. So I took a utility knife and cut back and forth across the skin on the front of the package to create this scratchy feeling.
SHOE BOX
I improved some graphic elements on the shoe box and used black on the surface to ensure visual continuity. I then changed the black hand drawn pattern and logo to white. Also, I placed some crow silhouettes on the front and top of the shoe box. The outlines are gray, making them look less obvious and like trinkets. Then I added some crow outlines in the margins. I changed the fabric on the shoe box to a softer linen that has the feel of old fabric so that the shoe box can be covered by the entire fabric as a display. I also made large scratches from the bird's claws on the fabric, through which one could see the original box underneath. I drew feathers on the fabric and then printed the feather pattern on the fabric. Likewise, one can lift up the fabric to reveal graphic elements of the original shoe box.
MINDMAP
TARGET AUDIENCE
For this brand positioning, the target users I surveyed are a small group of fans of the avant garde and artisanal brands. Due to the expensive prices of branded general products, this group of people is more tolerant of price acceptance. They are more concerned about whether the design and materials of the product are worth buying. Therefore, the design of shoe boxes should consider how to design beautiful and practical. I hope that the packaging of this shoe box is not only as a product that comes with the shoes, if you like, people can buy the shoe box directly to make decorations or store shoes. In this case, the target group I am facing will become wider. People who have a certain pursuit of fashion will consider buying this product .
PACKAGE SKETCHES
KEY WORDS
Convenient
Stylized
Retro
Simple
Raw
GRAPHIC TREATMENTS
Consideration
I used paint to create these graphic elements and I thought creating these random shapes by hand would tie into the keyword "Raw". I experimented with using ink to create different graphic outlines that represent both the product itself and the brand’s symbol, the raven.
Consideration
I used dense text to create a graphic element on the entire side of the shoe box. I used the text displacement effect to make the text fit into the image. This method can produce a three-dimensional image with text, and the text content can be clearly seen when enlarged. At the same time, on the surface of the shoe box, I decided to make it look simpler and clearer, but I also wanted to express the spirit and narrative of the product and brand. So I wrote a poem that explained the soul of the brand and arranged them simply.
PDP PANEL
SIZE
COLOR STUDY
I did a color study based on the color of the feathers of the raven. I found that the feathers of ravens are almost completely black in most cases, especially in low light conditions. But their feathers are actually very colorful in the sun. The feathers of the raven are mainly black, dark blue and purple, sometimes dark green .and have a shiny feeling. Some raven feathers will be gray and white. In the picture, I found a raven with white feathers around its neck. I also found that the eyes of some ravens are also white, which is a very nice contrast.
