OUIL502: Product Audiences and Context

Food Packaging

1. The Saucy Fish Co.Paragon Print and Packaging.
   Beautifully simple, minimal, great branding with simple cut out design. Great shelf presence, the air tight vacuum seal also shows the product to its best advantage, the cord fitment is simple yet effective. Colour is vibrant and eye catching against the black and also complements the pink of the fish. A simple meal idea for the busy shopper; the adult shopping sees this for what it is, the kid may ask for it as it has a fish on it; this packaging hints at a busy parent looking for a simple and easy meal idea.
   
   
2. Anton Berg Chocolate Liqueurs Carton. Chesapeake Branded Packaging.
   Lovely use of embossing and matte and gloss spot varnish to give a premium pack. The cut out and the chocolates themselves are presented as alcoholic beverages; the audience a mature and sophisticated adult one; the dark case looks glamorous and luxurious signifying an evening/night time treat.
   
   
3. Gu Puds, Christmas 2011, Firstan Ltd.
   Draws the eye; use of bright colours against the foil is striking. Internal print is a bonus. A quality example of graphics and brand working well. Beautiful stand out design like nothing else in its category. I think these definitely have a female oriented audience, they have used bright lively colours; bright green and pink, mixed with the luxury of gold to portray the theme of a treat- something that will cheer you up. Not only do they use a girl on the front but one that looks like shes wearing a mask... or face mask; the product tempts women to let themselves off; relax, and treat yourself.
   
   
4.  Marks & Spencer "Ever So Posh" Hand Cooked Crisps - Interflex Group.
   The paper coating is just gorgeous - it takes the product out of commodity and into 'posh'. Beautifully printed and great design. It appeals to a 'posh' or middle class audience or an audience that wish to appear 'posh' because it appears good for you; home made, rustic, british/local! It also holds a nostalgic feel being old fashioned and rustic. The stereo-type of the middle class is that they care how their foods produced and where its come from...
   
   
5. Nestle Lion Bar Easter Egg Carton - Chesapeake Branded Packaging.
   Lovely design, good structure, minimal materials, great fun. Clever use of structural design to accurately represent the brand. Unique chocolate egg carton design, strong stand-out in a tough market. Excellent use of cardboard engineering. Aimed at a young audience, or their parents buying with them in mind, looking for fun and play along with their chocolate egg!