As my role was to redesign the packaging, I came up with a few ideas which had to be related to our target market of children. In order for our Spam product to appeal to a different market that had never been a target before, I decided to use the introduction of a character on the packaging. You don't need to be the brain of Britain to realise that for children, characters sell! This type of marketing is everywhere, I'm sure there isn't a supermarket shelf that doesn't have something aimed at children! So, i designed three characters and decided that two of them didn't suit the criteria for children, so went with the third... "SuperSpam" - a superhero costume wearing pig.
"SuperSpam" in all his glory.
There was also the issue of different fonts in the packaging, which would appear best...
Though i liked quite a few of the different styles, i though some of them wouldn't work because they were either too simple, or there was too much going on. I was quite fond of number three but i thought this wouldn't stand out on a shelf amongst other products and so opted for a much bolder style in the packaging ideas (that you will see later) and was consistent throughout by using the same font on all three on the designs - though the colours do vary.
Furthermore, to just the visuals on the packaging, there was the actual packaging itself.. what shape would it be? I tried various different styles, one similar to that of a baked bean tin and the other replicating the shape of a pig. However, i decided these were too much of resemblance to cat food... off putting for any child i'm sure! So, in the end, I stuck with the traditional Spam shaped tin. It may seem a bit strange in that we are redesigning the brand, but most children are unaware of the connotations with Spam anyway, let alone even being aware with Spam itself, so it wouldn't be off putting. Besides, children eat with their eyes, it was more about the shelf appeal of the product rather than the shape that i felt needed the most detail.
From these different ideas, I designed the final packaging idea...
It was inspired from my earlier sketches and i tried to incorporate some of the styles i had used earlier into this design. I have used the same basis of colours to keep the packaging consistent throughout and i feel this would appeal to children because it is bright and stands out (though the blue is more prominent in real life). I Also used the same font as i had in my earlier designs though altered it slightly so the slogan become part of the ribbon from the logo.
Overall, i feel the packaging has been quite successful. It will appeal to children because it is bright and will stand out on the shelf, and will also appeal to parents alike who will reminisce of their childhood with Spam and maybe want their children to try a piece of nostalgia, who knows!
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This is a really interesting post, Laura - some great ideas. I look forward to seeing your presentation. You've worked hard and have been really creative. Well done.
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