Antoni Dalewski


Branding, Logo Design, Illustration, Printing, Photography

The Project

Design a “look-alike” and/or self-contained package with movable, functional parts/components. Each student will explore and experiment the construction of different types of paper containers as well as concept development. All students will be required to work on and aim to improve their thinking, sketch concept drawings skills and presentation in pencil or marker. Besides sustainability, students are encouraged to consider/include accessibility in their projects for the physically challenged. 

Package design faces a saturated market. In every product category, individual brands are in competition with each other. A majority of new entries fail, and only exceptionally appealing products/packages have a chance of gaining the market share. Therefore, manufacturers will strive to advance or preserve any product franchise they enjoy, either through evolutionary or revolutionary design updates of their brands. To become familiar with this situation, Project 1 challenges you to improve package designs.

Stage 1: Initial Sketches and Prototypes

I began by sketching out a very rough package I had in mind. After a few sketches I created a simple prototype in order to see how realistic this idea was. Fortunately, the prototype was successful and proved that the idea I had in my head was doable.

Stage 2: Illustrations

On the left is the collection of dogs I based my illustrations on. I decided to go with a simple flat style, made up of geometric shapes. This "cute" style would work well in a pet store as the target audience would be visually attracted to this type of packaging. 

Stage 3: Branding

On the left are the logos I created on my first attempt. These were unrefined and did not fir the brand I had created with the illustrations in the prior stage. The logos in the middle are the refined iterations, however these were refined even further after this stage. The middle logo is the main branding, with the logos all around it being unique to each package. Each dog has their own name, adding personality to the packaging. The type spacing on this was a little off, I went back and fixed this for the final package, as seen in the final photos. The slide on the right is the content which appears on the back panel of each package. The organic blob shapes correlate to the playfulness of the illustrations and allows for the text to have breathing room. Each colour corresponds to the matching dog. The thin handwritten typeface, as seen in the middle logos, has been selected due to the softness of the letter forms. This font connects to the logo and illustration style due to its simplicity and imperfections.

Stage 4: Final Touches

Below are the final panels. In these final iterations the logo spacing has been fixed, the back panel content has been placed and the final front panel branding has been cleaned up.

Stage 5: Final Photos

After printing the packages on 80lb cardstock, it was time to photograph the final product. I chose to use several backdrops, each complimenting the colour scheme of the individual packages. In some of the photos tennis balls have been added as a foreground and background element, adding a dynamic element. This addition of tennis balls adds an extra colour to the frame and pushes the overall canine motif. 


Using Format