Fantaisel Gourmet Salt Packaging
NATIONAL ADDY WINNER 2015
Fantaisel is a fictitious purveyor of gourmet salt created and branded for an in-class packaging assignment.
Fantaisel branding hinges on two primary elements: the diamond and three-dimensionality. In my research into salt, I discovered that salt (at least usually) forms into four-sided pyramids, often appearing tiered or terraced. This natural diamond shape, along with a desire to simply do something more than print a label on my package, led to the idea of using layers of paper, each cut slightly different from the former or later, to create a topographical undulation.
The pink and white canisters each exhibit a different pattern of diamond shapes cut into the paper layers. The whiter canister, holding the very expensive Fleur de Sel salt, harvested in very particular conditions in France, is dotted with regular, evenly shaped diamonds referencing the fact that Fleur de Sel salt is harvested mere hours to minutes after the crystals form, truly in a virgin state. The pink canister, on the other hand, containing Pink Hawaiian salt, has it's diamonds arranged in a radial motif somewhat more exotic, alluding to the salt's inclusion of special minerals contributing to the color, as well as a wink at a Hawaiian aesthetic.
1 — The Fantaisel logo continues the use of the diamond shape, the white lines on the upper-right quadrant intended to allude to the tiered nature of salt crystals. The Fantaisel Branding consists of the use of two fonts: Gotham Bold and Superclarendon Light. Hand-lettered salt titles were created and the colors simply represented the interior salt (time permitting, a third canister containing a gray salt would have been created).
2 — The logo went through many iterations, as shown in my original sketches, and for a while I leaned toward a much lighter alternative of line art, which I thought would fit the lined appearance of the packaging as well as the thin hand-lettering of the salt names.
3 — However, the logo blended in too well, almost disappearing on the package due to it's thin lines and lack of fill. Though I like the concept of the original logo better, the darker, filled version I chose in the end does a better job of having presence on the package's face.
4 — The sketches showing the two diamond patterns for the white and pink canisters. It was clear to me from the beginning which types of patterns the two would exhibit, needing no more sketches beyond the initial two.
5 — Line art showing the cutting patterns of each cannister's design. Notice how each layer much extend slightly further as the package gets thicker with prior layers of paper.
6 — Handout card design able to double as business cards