How Jack Diverse started their other graphic design journey
Brooks Street Bakery (R)
We are a large commercial bakery who make private label products for most of the grocery chains and "big box" club stores around the country. We are introducing a new line of fruit cobblers that have a delicous top layer crisp, and the filling is high quality fruit. Most of our products (Cinnamon Rolls, Cookies, etc.) are highly visual and sell themselves. The cobbler is NOT visually exciting. All of the beautiful fruit is hidden underneath the layer of crisp (which frankly, looks like a layer of oatmeal and crumbs). Therefore, the graphics are going to have to "sell" the product to the consumer.
We don't have a logo we want to use on the product so I will post a JPG of a text-based brand name we have used in the past - feel free to use another font arrangement if you like. We are in the process of developing a new logo.
I am running this as a blind project - because I want as much original idea as possible. In the past I have noticed a 'pile-on' effect that when I give feedback, everyone tends to use those design elements in their work.
Thank you in advance. I am amazed at the creativity you all have and we have made some wonderful, long lasting relationships with the artists we have met through 99 designs.
Jack - Project Manager
Tell us a bit about who you are and the people you reach
The graphics need to be "best in class" retail quality. Something that will get YOU to buy the product. Imagine yourself walking down the refrigerator case aisle of your favorite grocery or club store. This needs to jump out at you and say "buy me". Mom is usually making the buying decision and this needs to appeal to her.
Our image is crisp, classy and elegant. The customer has told us they want a more modern look rather than an "old-fashioned" style. They are very image conscious and want that "top shelf" look as if the best brand house in the world had come up with the packaging.
The package is an 8" x 8" square with a clear plastic lid. The graphic will be on a band that is 4" wide and runs vertically around the package (see photos). There will be nutrional info and heating instructions on the back but this is not your responsibility. Concentrate only on the top and sides. The primary graphics will be on the top, with any color and pattern wrapping around to the back. In other words, for a canvas size use 4" by 12" but limit any images and text to 4" Wide by 8" High area.
There are 2 graphics required. A Peach Cobbler and a Mixed Berry Cobbler. I will post an example of 2 demo bands the customer did NOT like. They said they looked too "old fashioned". I will also post copies of a "serving suggestion" photos with ice cream - but we are also open to using a stock type photo of just peaches and berries (the product is mostly blackberries). The samples bands have used color differentiation to separate the two flavors but this is not a requirement - just an idea.
I will also post pictures of other labels I have seen in bakery departments just as a point of reference. Please feel free to browse your own supermarket to see what the "big boys" are doing.
Our plan is to allow the customer to help judge the contest since they gave us so little creative input on what they want.
The winner will need to submit to us the work in Illustrator format with fonts.