Related Work
Clare Anne Taylor Couture Cakes – Brand Packaging Design
Branding, Design, Packaging
Clare Anne Taylor Couture Cakes: Brand Packaging Design
Clare Anne Taylor Couture Cakes are one of Ireland’s leading luxury cake designers for special events and weddings. The core of the business is luxurious quality and elegance in the design and craft of their cakes and confections.
The client, Clare Anne Taylor, wanted the packaging to be suitable for gifting. When bringing to someone, the box should be beautiful and elegant enough to give the feel of a gift presentation. She wanted the brand to epitomise the highest standard and quality available on the market.
The client needed to easily separate between the ranges, while maintaining a consistent brand style. A PMS colour palette was created for each range, to create clarity in differentiating between the ranges. A pink swatch was selected for the main Clare Anne Collection, green for the Signature Collection for confectionery and a Warm Grey for the Couture Collection. Clare Anne had been using similar colours to these in her labelling as she liked the soft, feminine tones. We therefore developed these colour swatches to slightly deeper hues, to allow the brand to stand out more prominently, as the existing colours were quite faded, making legibility a little difficult.
Another way to separate the ranges in a subtle, sophisticated manner was to alternate the strapline/tagline under the brand name/logo for each range. In the brief, Clare mentioned that she would like to exceed expectations for customers. Therefore, for the main ‘Clare Anne Collection’ range, I created the tagline ‘Exceeding Expectations’. This was then changed to the individual range names for the ‘Signature Collection’ and the ‘Couture Collection’.
For the main Clare Anne range, we created the concept of a pink, bow sleeve around kraft boxes, to meet the brief’s aim of communicating the experience of receiving a beautiful gift. Clare wanted to showcase the beautiful artistry of the cakes within, therefore we designed a large window on the front of the boxes to meet the brief’s aims, leaving space at the back of the boxes for possible ingredient/nutritional labels to be added per cake, as each cake is bespoke.
For the box and sleeve design, the design is simple and minimal to convey the quality of the brand. The boxes and sleeves feature a delicate floral illustration to connect to the beautiful artistic floral designs that Clare creates on her cakes. Another factor used to communicate the level of quality is the premium standard of printing of the kraft boxes and pink sleeves. The Signature Collection features a green interior with three different inserts for various types of confectionery. The e-commerce box was created to hold the confectionery boxes securely for delivery. The printing specialists that we worked with to reach our design requirements and unique print specifications for this project’s packaging range was JJ O’Toole.
See more about Clare Anne Taylor Couture Cakes:
Instagram: instagram.com/taylorclareanne
Website: clareannetaylor.ie
Dublin Hills Goats Cheese Brand Packaging Design
Branding, Packaging
Dublin Hills Goats Cheese Brand Packaging Design
Dublin Hills Goats Cheese is handcrafted on the foothills of the Dublin Mountains. It is natural and sustainably made, using just four simple and natural ingredients. The goats are grass-fed and roam freely in the fresh green fields at the foothills of the Dublin Mountains and is suitable to be enjoyed by vegetarians. Dublin Hills is the only goats cheese maker in Dublin. The company is run by farmer and food producers, Tim and Brigid McGlynn. They have a herd of dairy goats and free-roaming hens on their farm, known locally as ‘Oldcourt Hill Farm’. The honey flavour is drizzled with honey from Olly’s Farm.
Dublin Hills strive for a sustainable farming system, which is reflected in the flavour and quality of the cheese. They pride themselves on producing local, natural and sustainable goats cheese on their family farm, with goats roaming freely on their lush hillside pastures. This unique and delicious soft, creamy artisan cheese has a reputation for being extremely addictive! You can find it in local SuperValu stores and Tim has been known to be there on occasion offering tastings of the cheese to consumers.
The project began with a brainstorming phase for the name, with the final decision on ‘Dublin Hills‘ working effectively to clearly communicate one of the company’s USP’s (Unique Selling Point) – their provenance and that they are a local, Dublin based goats cheese producer. The Dublin Mountains can be seen from various points all over Dublin, from North to South (where they are located) and are a much-loved and popular landmark feature of Dublin anyone living in the county.
Their provenance and location also informed the design of the logo – the typography playfully mimics the curves of the foothills of the Dublin Mountains that their farm is situated on, almost as if the brandmark is sitting on the hills itself. This is crafted in a sophisticated and premium style. The gold underlay to the bold black type denotes the quality of the cheese. There is a small illustrative icon locked up with the typography which further emphasises their location.
The client wanted to communicate how they are a small local farm with free-roaming goats that graze in their natural surroundings. To consider this, we incorporated an illustration of a goat in a meadow of fresh grass, with mountains in the background on the packaging. The taste of the goats cheese is mild and soft, from young goats milk, and so the goat depicted is young in appearance to indicate this. This young goat sits within a ribbon badge on the front of the packaging – this is a visual cue to symbolise the quality of this cheese.
Brand Guidelines & Assets:
A full brand guidelines were included with this brand packaging project. The colour palette and typography chosen are earthy, natural, bright and fresh to indicate these aspects of how the Dublin Hills handcrafted cheese is produced. Illustrative icons and descriptor text on the packaging design communicate some of the other brand USP’s, such as that the cheese is ‘Sustainable & Natural’, that the goats are ‘Free-Roaming, Grass-Fed Goats’ and that the cheese is ‘Suitable for Vegetarians’. The barcode is playful, featuring an icon of a young goat on a hill as part of the barcode device. On the front side of the packaging design, images of the cheese are included to visually appeal to consumer’s taste buds. The brand story is featured on the back side of the pack, to allow consumers to connect with the McGlynn family’s brand story and background.
A minimum Clear Space recommend guide was defined for best use of the brand. There is a version of the logo with the strapline ‘Artisan Dublin Farmhouse Cheese‘, which is used on occasions where the full pack artwork isn’t there to communicate their values.
Dublin Hills Goats Cheese is currently available in SuperValu stores:
Dublin:
Orwell, Templeogue, Dublin 6
Rathgar, Rathfarnham, Dublin 6
Ballyroan, Rathfarnham, Dublin 14
Get Fresh, Rosemount SC, Rathfarnham, Dublin 14
The Merry Ploughboy Pub, Rathfarnham, Dublin 14 (in their food menu)
Knocklyon, Templeogue, Dublin 16
Firhouse, Tallaght, Dublin 24
Lucan, Co. Dublin
Wicklow:
Blessington, Co. Wicklow
Follow Dublin Hills Goats Cheese on Social Media:
Instagram: @dublinhillsgoatscheese
Facebook: www.facebook.com/Dublin-Hills-Goats-Cheese-114380377922359/
Your Life Audit Brand Identity
Branding
Your Life Audit – Brand Identity
‘Your Life Audit’ is a coaching business run by Catriona Kennedy, specialising in one-to-one personal life coaching, corporate coaching and coaching for schools and groups. It aims to empower clients with the tools and resources they need to unlock, achieve and maximise their personal and professional development and fulfilment.
Life coaching is a rewarding process aimed at giving you the control and direction to embrace life and fulfil your potential. It can help you identify and utilise your innate skills and qualities, develop optimism and build positive relationships, find true meaning and purpose in life and more. To put simply, coaching is all about creating positive change for you, with you and in you. Catriona is a certified Life Coach, with Neuroscience, and the creator of Your Life Audit and she believes in the power of YOU.
The logo draws focus towards the letter ‘U’ in the word ‘YOU’ to highlight how using these services is an investment on you – a transformative journey where you will be the number one focus in developing your inner voice, to determine which direction you would like to move forward with.
Different patterns are used inside the ‘U’ shape for brand rollout, such as the seascape texture and similar photographs which resonate with the brand. In the brand messaging, the strap-line ‘Investing in You’ is alternated with similar messaging to suit each particular photograph, such as ‘Guiding U / Supporting U / Connecting with U’.
This branding is very fluid and flexible / interactive – with the ‘U’ being used in many ways with imagery for the brand rollout in the marketing collateral. The ‘U’ is playful and fun, with different textures within it. It is full of life and enthusiasm, similar to Catriona and her coaching work.
There was a large range of collateral included in this brand, including:
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Variations of the logo to include with and without the strapline, Catriona’s signature, and alternative versions with texture placed within the ‘U’
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Instagram tile graphics
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Instagram social templates which are backgrounds for the placing text over
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Instagram posts with marketing messaging
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Website banners and layout design
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Gathering and supplying a brand image bank
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Brand Guidelines
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Logo Favicon
I loved working on this brand, as I strongly believe in the message and ethos that Your Life Audit advocates. Change, although uncomfortable, can bring about very positive growth in a person. Focusing on putting time into yourself in terms of understanding your needs and wants, taking time for what fulfils you, enriching your life by doing things that you love and listening to your inner voice can lead to the best you. This creates a better and happier person for life in general, and then you can in turn be a better person for those around you. When you focus on you first, you are then able to give more to the world. Your Life Audit helps to empowers you to become your best self and feel positively inspired about your life and purpose.
By highlighting the ‘U’ in the brand name ‘Your Life Audit’, it emphasises a key aspect that they would like to get across to their clients, that –
“Once you focus on YOU, anything can happen”
Catriona Kennedy, Your Life Audit Coaching
Find out more on their website:
Or on their social media pages:
https://www.instagram.com/your_lifeaudit/
https://www.facebook.com/YourLifeAudit/
For this branding project, I worked with Laura MacSweeny at Laura MacSweeny Brand & Marketing. This was a new working style approach than the usual format, as Laura had already defined the brief clearly in terms of tone of voice and brand messaging that she had planned for the brand. It was a lovely way to work as Laura was very easy to work with and she felt I understood her brief and aims for the brand easily and that I answered the brief effectively.
Usually, I would deal directly with the client and help them to tease out their aims and vision for the brand to understand how to creatively deliver what the brand identity need. On this occasion, Laura had already established the brief really well from working with Catriona, which made it easy for me to understand what direction to go when creating the brand and how to deliver a really strong brand that met the client’s needs.
I would highly recommend working with a brand/marketing consultant like Laura as an in-between service to bridge the brand together, between client – designer – website programmer – photographer and many other parts. As on this project, for example, Laura also liaised with the website programmer in implementing the design to follow the style that we had designed for it, and the photographer to create some beautiful and sophisticated lifestyle photographs of Catriona, along with a few quirky ones to add a little fun to the brand.
If you are interested in working with Laura, her details are:
Call: +353 83 198 9626
Web: www.LauraMacSweeny.com
See Laura’s kind words about working with Clare Lynch Creative in the Testimonials section.
Greene’s Family Kitchen Brand Packaging
Branding, Packaging
Greene’s Family Kitchen Brand Packaging Design
Greene’s Family Kitchen hand-create flavour-packed products with natural, authentic and honest origins. They use their own award-winning free-range eggs, produced on their family farm in Westmeath, and source other authentic, local ingredients for their recipes.
Greene’s handcraft all their food to ensure outstanding quality and taste before it reaches your table from their farm. These tasty and convenient meals are High in Protein and ready in just 15 minutes. They are passionate about offering consumers excellent quality products, using traditional methods and without the use of artificial additives or preservatives.
The Greene’s Family Kitchen logo is created using playful hand-written typography to emphasise how the food is made by hand. The letters link into each-other and overlap, to represent how the ingredients are sourced from local producers to come together to create each meal. There are two leaves incorporated with the type, to further emphasise the fresh and natural aspect of the products. The strapline ‘Our Kitchen to Yours’ clearly communicates the homemade and wholesome aspect of the meal quality. The logo brand-mark feels like a family – different sizes and shapes/characters, full of life and movement, non-uniform, bustling about together, but still with their own unique shapes and expressions.
For the packaging design, the kraft cardboard background communicates the naturalness of the products. The hand-drawn style further emphasises the hand-made aspect of Greene’s foods and the authenticity of the product ingredients. The watercolour images of the main ingredients in each frittata are displayed alongside the name, to provide taste cues to the consumer. The packaging communicates that this is a tasty and healthy treat, that can be enjoyed alone as one slice or shared together with friends and family.
There is a cutout heart-shape in the cardboard box/sleeve to display a large amount of the tasty frittatas and quiches within, which is appealing to customers visually on shelf. The kitchen is known as the heart of the home and another common association is the way to one’s heart is through our stomach – so go on, eat your heart out and enjoy Greene’s Family Kitchen meals 🙂
USP (unique selling point) icons are carefully placed within the packaging design. Different colours are used to indicate each flavour.
Where to Purchase:
Call into your local SuperValu stores to try these delicious meals. Greene’s Family Kitchen’s quiches and frittatas are already stocked in 17 SuperValu stores across Dublin, Meath, Westmeath & Kildare.
Dublin:
Fresh, Grand Canal Dock • SuperValu, Mount Merrion • SuperValu, Templeogue
Kildare (SuperValu stores):
Kildare • Sallins
Meath (SuperValu stores):
Enfield • Ratoath • Ashbourne • Navan • Trim • Dunshaughlin • Kells • Oldcastle
Westmeath (SuperValu stores):
Mullingar • Athlone • Monksland • Moate
See more at:
Website: www.greenesfamilykitchen.ie
Instagram: instagram.com/greenesfamilykitchen