Packaging / Outcome

March 6, 2014 § Leave a comment

box outer die box inner die
















Packaging / Inner Sleeve Development

March 6, 2014 § Leave a comment

Bold text on the inner sleeve looks too much, so I’m going to go with the caligraphy style type face, blends in much more nicely.

I feel that the word ‘beast’ my give negative connotations, which would fundamentally cut off some of the audience, so I’ll refrain from using this.

Taglines mentioning ‘inner’, refering to the individual and containing ‘myth’ doesn’t really work either, as this wouldn’t make sense when thinking about the definition of ‘myth’. For that reasons I’m just going to focus upon the word myth, and not associating it with anyone, after all, the focus is meant to be on the Kraken.

I’m going to follow through with the tagline ‘Release the Myth’, as this sounds more grasping than the others, also it’s a play on the quote ‘Release the Kraken!’.

Wanted to use a dark blue for the inner sleeve, to represent the depth of the waters that the Kraken swims in

The words flow better when on the same line, in comparison to having them on seperate lines, eaier on the viewers eyes



I particularly like the darkest Kraken sillouhette as I feel it holds the most mystery to it, a deeper enigma.

I like the idea of the user pulling up the sleeve to find tenteacles peeking through, then slowly opening it to find the Kraken waiting, finally viewing the tagline ‘Release the Myth’, which the user has technically then just done. This would create a hierarchy by default as the viewer has no choice but to track their eyes on the opening of the sleeve.

I think that the illustration would most apropriately sits at the bottom of the sleeve for another reason, that the Kraken, when resting, resides on the sea bed, the box hypothetically being that.

t. inner sleeve

t. inner sleeve2

I’ve decided I don’t like the lighter grey colour for the silhouette, there’s too much contrast, I also feel the same way with the full illustration which displays the creature’s features. For this reason I’m going to use the darker grey illustration.

t. inner sleeve3

t. inner sleeve4

Packaging / Colour Design

March 5, 2014 § Leave a comment

When looking at colour use in my packaging design, I wanted the re-brand to have an elegant, strong, and sleek look about it, the Kraken brand’s colour scheme being almost solely black and white, I wanted to adopt some of these brand values, but look at the possibility of colour also. I used a palette of colours that had a vintage and refined feel, colours that are easy on the eyes, that give a sense of the old times.
I played about with the background colour, which would run throughout the whole packaging design, as well as the logo colour.

I realised after working in black and white for a while, that simply using a solid black and white colour scheme lacked depth, especially combining both the logo and the background. For this reason I wanted to change the primary logo, away from plain black, but still maintaining the white border, as this emphasises the logo greatly.

In the end, for the logo, I settled for a slightly lighter shade of black, with the slightest hint of brown thrown in there, and for the background, a very similar tone, but with added black. The colour difference between the background and foreground is incredibly fragile, but noticeable, but I personally think they compliment one another greatly, while neither domineers the other. The lighter tinge of colour in the logo softly lifts it from the background, which was the desired effect I wanted.





colour_background finals colour options


colour finals

Packaging / Type and Layout

March 5, 2014 § Leave a comment






I experimented with typographical aspects, such as size, alignment, tracking, kerning, stroke – outlines & boldness, and weight. Aswell as this I looked at logo positioning, where it could possibly sit on the packaging, and the overall size of the logo itself. I tested the use of both light and heavy weighted font types, to see which worked most effectively with my favourite border designs.
type layout

type layout2


type + border layout_size


type + border


Packaging / Borders

March 5, 2014 § Leave a comment

I began creating my own borders in Illustrator, as I wanted to bring the ornate feel that the Kraken brand has across into the re-brand. I created a grid on a rectangle and square on Illustrator to work on, experimenting with border shapes. The initial creations were quite experimental, and I think they were a little too pointy, which made them look quite gothic, which wasn’t the desired design effect. The more rounder and robust borders looked far more appealing, using subtle indentations to gain the subtle ornate look.
I further experimented with the border designs by duplicating and overlaying them, changing the background colour orders, and altering the stroke qualities.
I began applying the type on to my favourite designs to see which worked best. The design I felt best works is the the second one down, on the left with the bolder font.
I feel I settled for the right one in the end, it has a subtle design style, but has the desired boldness I wished to achieve for the logo.

borders dev

borders dev2

borders dev3

border+type border+type2

Packaging / Typography & Ornamentation

March 5, 2014 § Leave a comment

Where typography is concerned, my font palette will consist of bold fonts, predominantly sans-serif, and ornate, fancy calligraphic style fonts; following in the design format of The Kraken brand.

When researching male and female fragrances I found that the typographic trend was that aftershave fragrances were in most cases bold sans-serif fonts, with some serif fonts. If there is calligraphy style type involved, it’s often lower in the typographical hierarchy. The use of calligraphic style typography in female perfume fragrances however is much more common, as well as the use of serif fonts. This would probably be due to the more flamboyant characteristics they hold, which could be related to the female gender, being pretty, whereas sans-serif type shows straight, strong, smart characteristics. For this reason I favor the use of a bold sans-serif typeface for the brand name/heading, with possible usage of the more ornate type as additional text, lower in the hierarchy of type.

Another typographical aspect I need to consider are the elementary forms that are borders and ornamentation. The Kraken brand uses these ornate features through it’s design, on the bottle this is demonstrated in the brand name, which resides within a border. Other examples are seen throughout the website, specifically within the story book, where type is often assisted by curly brackets, corner ornamentation and borders. I will experiment with these for my packaging.



typography1(3) typography1(2)





Packaging / Sketches

March 5, 2014 § Leave a comment







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