Below are the sketches for each of the paths for the three packages. Cesar, Tylenol, and EVOO. For each packaging, we had to explore the other two modes of appeal and how they would look.
Cesar Canine Cuisine Sketches: Logos
Cesar Canine Cuisine Sketches: Ethos
Tylenol Sketches: Pathos
Tylenol Sketches: Ethos
Rachael Ray Extra Virgin Olive Oil Sketches: Pathos
Rachael Ray Extra Virgin Olive Oil Sketches: Logos
From here we chose one package to proceed with, I chose the Rachael Ray EVOO. From here we did more detailed sketches for the two modes of appeal.
RREVOO Detailed Sketches: Pathos
RREVOO Detailed Sketches: Logos
From here we picked one(or two) directions to start building in the computer and start building them in the computer.
RREVOO Digital: Pathos
RREVOO Digital: Logos
At this point, we were ready to pick our path for each mode of appeal and make iterations on those two paths. For my pathos direction, I needed a pattern of my olive trees to put in the window, here are my different patterns.
For my logos direction I tried many different compositions of image to text.
From here I narrowed it down even farther and still iterated styles of the more specific packagings. I narrowed it down to two patterns and one window:
I narrowed the recipes down to one final layout and created a series of three recipes, all one of Rachael Ray's 30 Minute Meals:
Below are the final packagings with explanations about each mode:
original packaging(ethos) with the two new packagings(pathos in the middle, logos on the right).
the logos series. three recipes, pizza carbonara, basil pasta, & rigatoni.
callouts of the two modes of appeal.
in context shots.
The pathos packaging was getting at the home-grown aspect of olive oil and olive oil production. Farmers of olive fields in Italy today still go out and pick the olives off the trees by hand before it goes through the process of becoming olive oil. The packaging is a simple die-cut of the iconic window on the front of the bottle that lets you literally look through the window, through the olive oil, and onto the back of the bottle that has an olive tree field on it. Again, trying to reenforce the idea of "Straight from the backyard" and the home-grown feel to italian olive oil.
The logos packaging focused on a series of recipes that the customer could make with the extra virgin olive oil they are about to buy. The recipes on the bottle are from Rachael Ray's 30 Minute Meals(all the recipes are also italian meals) The packaging focuses more about the recipe than the olive oil itself or the photography of the food. The ingredients of the meal are on the front of the bottle as well as the amount and the directions of how to prepare them are on the side. It makes it easy for the customer to know when else s/he needs to buy to make the meal. I was trying to figure out how to get the customer to pick up the packaging and turn it around instead of just looking at the front but never seeing the directions on the side. I decided that the label needed to wrap around the side of the bottle so the customer could visually see there was more information on the side of the bottle. I also used the photography of the dish itself to help renforce this direction of the customer to the side of the bottle.