DVB201 Week 8: Label Critique & Redesign
This week we are tasked to critique and redesign a brand label. I choose to unpack Living Planet's Organic Milk
Label Critique
Living Planet milk ensures high-quality organic dairy products, sold in supermarkets to a broad demographic of all ages and gender. The product name, type, and subheaders use a serif with a natural and organic aesthetic, suitable for the eco-friendly branding. A capitalised sans serif is used for body text, nutrient claims, and nutrition information. The package design uses effective centralised hierarchy and use of white space to lead the eye from top to bottom. It uses pops of bright colour – blue and red common to be seen on dairy products – and a fun cow print that denotes where milk comes from. The original design is nice but may benefit from a refresh to enhance the appeal of the product.
Label Redesign
To redesign this product label, I need to give consumers a reason to buy the product by connecting with the audience to offer them something special (Panchal, H. 2018). Public concern has risen in past years concerning ethical production and animal welfare. This has resulted in numerous efforts to instil environmental and social responsibility into business practices. Studies broadly reveal a clear and material link between ESG claims (environmental, social, and governance initiatives) and consumer spending, with consumers shifting their spending towards products with these claims (Frey, S; Am, J.B. 2023). Because of this, I have introduced a statement that mentions the ethics of the brand, specifically, about the treatment of the cows. This will convey more authenticity to consumers whilst communicating the benefits of this product over other brands to connect to and draw customers.
I want to design a label that differentiates the brand from standard milk packaging. It has been affirmed that images provide a visual counterpoint to the texture of type, helping engage the audience (Samara, T. 2005). This supports the use of imagery on the original label design that breaks up the text and is something I want to continue. Aiming to bring in sales from the new generation – who make up 40% of global consumers – I explore the inclusion of personalisation through typeface and imagery that younger people will want to purchase (Prezzano, D. 2019). Alongside this, I could target gen z consumers with a playful and vibrant design, communicating the organic product in a fun and engaging way to create a better user experience.
I use two different hand-drawn typefaces for the product name. One is watercolour sans and the supporting header is a sans serif created by dip pen on paper, similar to the original typeface. By employing these hand-drawn fonts, the label exudes unique personalisation. The irregularities in the fonts evoke a natural, personal touch whilst maintaining modern appeal, effectively conveying the brand’s commitment to quality and the product’s organic nature in a contemporary context. I also include cow imagery and a white milk splash in the background to further the visual association with the product's origin whilst emphasising freshness and naturalness.
The final redesign was done in InDesign and Photoshop
Fonts used: Hey Elouise in Watercolour, Bookeyed Nelson, Nuesa Next Std in Thin
References
All images and graphics used on label redesign are from FreePik
Samara, T. (2005). Publication Design Workbook: A Real World Guide to Designing Magazines, Newspapers, and Newsletters. Quarto Publishing Group.
Frey, S; Am, J.B. (2023). Consumers Care About Sustainability - and Back it Up With Their Wallets. McKinsey & Company. https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/consumers-care-about-sustainability-and-back-it-up-with-their-wallets
Panchal, H. (2018). 7 Reasons Your Product Needs a New Packaging Design. Medium. https://iamhiren.medium.com/7-reasons-your-product-needs-a-new-packaging-design-ad1acf082e9
Prezzano, D. (2019). 5 Ways to Reach Young Consumers with Customised Packaging. Packaging Strategies. https://www.packagingstrategies.com/articles/94897-ways-to-reach-young-consumers-with-customized-packaging
MockUpFree. (2020). Milk or Juice Carton Free PSD Mockup. MockUpFree. https://mockupfree.co/product/milk-juice-carton-free-psd-mockup/
