Project 1: La Popular

La Popular – Package as Identity

Your first project explores the intersection of packaging design with brand identity. You will create a new series of packages for Abilene’s own  La Popular.

Challenges:
Redesign packages for La Popular that will:

• reflect its tradition in Mexican food items and qualities of the products
• differentiate from competition
• be cohesive, support existing brand name, but develop stronger presence, (redesign identity through package design)

Process:
1. Research products, product information, usage, demographics, competitors
2. Determine concept/goals: mood boards
3. Research containers for adaptation (existing bags/wraps you find appropriate for the products)
4. Design: brainstorm brand identity and various design explorations
5. Prototyping
6. Presentation

Products:
1. Paper bags
2. Burrito wraps
3. Cups
4. Salsa containers (in store consumption)
5. Salsa for retail (feel free to make up flavors: green, jalapeno, super fire, etc.)
6. Misc (you must create one more item on your own. e.g. t-shirt, wall graphics, sign, etc.)

Turn in:
• 3D prototyped packages: cups, bags, wraps, and salsa
• PDF presentation (details to come)

Grading criteria:

Concept – 30 total points
• Goals and objectives – 15
• Idea justification – 15

Design – 40 total points
• Design elements (brand, typography, color, imagery, readability) – 20
• Continuity (package as identity) – 10
• Packages (container) – 10

Execution – 20 total points
• Craftsmanship (cleanness, prototyping) – 10
• Computer (image resolution, color adjustments) – 10

Final presentation – 10 total points
• Slide presentation – 5
• Verbal presentation – 5

Total possible points – 100

Pre-presentation: Friday, Sep 16
Project Due/Final Presentation: Fri, Sep 23

Harold’s Project: Fall 2010

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