BRANDING • ILLUSTRATION
MASTERFOODS
PACKAGING
This is a packaging series for F&B brand, MasterFoods. I decided to go with pop art style as it reflects the burst of taste that these spices bring to dishes as both pop art and chilli share the same strong characteristics.The colours yellow, orange and red acts as a reference for customers to tell the level of heat of each chilli. The spiciness can also be interpreted through the expression of each character.
VISUAL CONCEPT
I differentiated the three series based on the facial expressions the characters make when they eat the peppers. Their facial expression will not only inform the customers on the heat level of the pepper itself but also humor them simultaneously. Additionally, colours were used to represent the heat level of the peppers which also played a role in differentiating the packagings. The least spicy was yellow, followed by orange and red was the spiciest according to the Scoville heat level. Visuals and text information are laid out in comic frames to further emphasize the theme and create a harmonious packaging.
Having the design applied onto the text content also makes the reading process more entertaining as if it were comic narrations. Furthermore, I added in a snippet describing the taste and flavours of the peppers, as I feel that this overview will be appropriate and helpful to users who want to know more about the product and its level of heat. Instructions are placed at the perforation line on the outer packaging to show users how to properly open the cap. Then, on the inside, there are signs “Pull tab to open” on the flaps to tell them where to break the seal.
PAPRIKA
CHILLI
CAYENNE
PACKAGING MATERIAL
Exterior Laminated 300 Gsm White Card - The outer box has a more glossy finish and does not have texture as texture does not go wel with printed graphics. A glossy surface would portray the visuals better.
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Interior 200 Gsm Maxine Card - Having texture paper on the inside gives the tabs an easier grip.
STRUCTURAL CONCEPT
1. User has to press down on perforated line to open the cap.
2. Then, once opened, the user pull on the tab to reveal the hole for the pepper to shake out from.
3. The user can choose to only open only perforation in order to keep the other half of the product sealed which prevents the hardening of powder and maintains the freshness of the product is not exposed to air yet.
Paper of the outer box is 300gsm white card. This provides a sturdy and hard exterior, making the packaging long lasting and sustainable through the long run. It will also have a firmer hold for users which would improve their user experience. Having a harder exterior makes the perforation outside also harder to detatch hence providing the equal amount of security and hygiene before purchase and use.
Paper of the interior features are 200gsm Maxine card. This is more flexible and softer than the exterior. Due to its lower paper weight, the paper is more flexible and hence is easier for users to pull the tabs. The perforation for the interior is also easier to tear, creating more ease for the users. The texture paper also helps the tab mechanism work easily. Since user have to pull on the tab to tear the perforation, the textured paper will create an easier grip than smooth surfaces as texture creates friction which will improve the entire opening process.
Interior cover has the same visuals as the outer box because I wanted the graphics to remain legible and litertate so that users can still identify it even without its outer cap.
This also avoids overwhelming the users with too many different visuals
