Måste det vara så grönt? Ett visuellt Förpackningskoncept för ett ekologiskt livsmedelsmärke

Abstract

»Does it have to be so green?« is a visual communication project focused on packaging design. I attempted to challenge the clichés of graphic design for organic products and designed a packaging concept for a fictional food brand. The project had a special objec¬tive which was to explore ways to use the package as carrier for in¬formation about the enviromental impact of the packaging itself. The process included research about packaging design and its ef¬fect on the consumer, an investigation of the Swedish market for organic foods, creating and defining a brand, and designing a cohe¬rent packaging concept for a product line which communicates the brand’s values and appeals to the intended target group. The project resulted in prototypes for a muesli package, tea car¬ton and honey jar, as well as a manual that explains the application of the graphic program.