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| Prototype (front) |
Seeing the label mocked up to the correct dimensions on a prototype shows that it is a viable design, with good shelf stand-out qualities due to the boldness of the logo and bright colours which would also reinforce the historic brand identity.
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| Prototype (back) |
The back of the bottle contains the same important information as the current Lea & Perrins design, and traditional elements, such as the '18 months matured' and autograph but removes aspects linked to recipes and use as these can be found on the supporting website. The message of sustainability is clear and large at the top of the label, while the rest is legible in black-on-off white.
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| Label |
The label remains mostly unchanged since the redesign after the peer assessment, with just a few elements moved to give it a cleaner look. As visibility of sustainable issues is the main aspect of the design, these parts take precedent with bright orange and bold iconography, while necessary information remains but is muted in comparison.
If manufactured for real, the paper would be recycled and compostable like that of
Harmless Packaging and the details would be added with vegetable based inks.
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| iPhone mock up |
The added web element accessed via the QR Code retains the colour schemes used on the bottle packaging, with the iconic orange and black again combined with the rough paper style background. The homepage features a button for recipe ideas, which Lea & Perrins were keen to involve with the redesign of the packaging, a button for 'go green', showcasing issues of sustainability, and a button directing the user to a page where the Heinz Corporate responsibility guidelines would be explained. I used icons similar to that of the logo in order to reinforce the environmental objectives of my design and there are social media links at the bottom of the screen to allow the user to share their experience with their friends.
Again, my main argument in favour of my designs is visibility, and I feel that the environmental issues are at the forefront of this web element, which could both increase the use of Lea & Perrins in everyday cooking and increase the knowledge of ecological issues.
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| iPhone mock up |
The recipe ideas page is intuitive, showing an overview of the meal and an option to show the full recipe if wanted, which were taken from the Lea & Perrins official website.
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| iPhone mock up |
The 'go green' section would feature tips and facts taken from reliable sources (in this case from the World Food Programme) to highlight global issues around sustainability which again could be shared via social media platforms. As well as this, it could also persuade recycling or reusing of the product, to ensure that the amount of waste sent to landfill would be minimised.
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| Mount board to present |
These final elements are laid out on black mount board to clearly display the designs to clients who may not have seen the work in progress.
The design of the title and text boxes around the side of the images follow on from the design of this blog, using the same typeface and colours to give a feeling of continuity and professionalism. The two text boxes describe the two main elements of the redesign, the label and the added mobile site accessed via the QR code, briefly outlining the selling points.
The Label:
- Recycled paper with vegetable-based inks
- Iconic black and orange colour scheme
- Logo re-designed to appeal to the eco-conscious
- Environmental credentials highlighted
- Retains traditional elements
- Features QR Code for further web content
The Mobile Site:
- Provides recipe tips and ideas
- Includes environmental tips and facts
- Explains corporate responsibilities
Conclusion
I feel that my response to the brief tackles issues of sustainability, but in terms of promoting the ideas and furthering information and knowledge of the subject, though perhaps not by creating a ground-breakingly environmentally-friendly product. I found it hard to find a way to improve the ecological impact of the design whilst still remaining to Lea & Perrins' stringent mandatories, such as keeping the same bottle shape and colour scheme. Therefore, by adding the mobile web element I feel I can in some way bring in these new ideas without affecting the traditional design too much, and can also include the recipe cards that Lea & Perrins were keen to add to the design.
