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Week 2 :: Andrew Hainen

by on October 4, 2010

As I began this week, I knew I had to work on the illustrations first because I was pretty sure that the “empty space” I was feeling in my designs was some sort of imagery or iconography.  With lots of labels, it’s easy to get by on simple shapes and creative layouts with color coded areas; what I mean is using just shapes and designs, no actual imagery to present the information.  With these, the previous labels had a very home-drawn feeling of icons for each type of pasta that added a lot to the packaging I feel.  To maintain that “homey” feeling, I really wanted to keep the illustrations and not move to just type or just simple shapes.  In my mind, that seems to be a trend toward modern design and minimalism, which I don’t think Monique would want Al Dente to be moving towards, in a certain sense.

After producing the illustrations, I thought things would fit together better because I would have more pieces of this puzzle, but I really found myself stuck.  The illustrations were meant to have a consistent feel of drawing, so as to convey the pasta as all one brand of Al Dente.  Getting them to mesh with the labels I had produced before wasn’t too hard, but I still haven’t come anywhere near nailing the colors down as for what to use.  I think in my mind, I feel that I’m going to use X colors, and I’m planning on Monique and Al Dente just being ready to change colors for corporate reasons.  This probably will happen, but I’m kind of hindering myself in the design process by thinking ahead to this part.

(The following are more labels, but are very early works-in-progress).

Lastly, I had been using the logo I produced last week and really do feel set on Chapparal Pro as the typeface.  Sam though (I think) mentioned last week that the circular logo seen above felt very much like the Food Channel’s logo.  I think that this happened because I usually start all logos from a circular shape, as it feels very contained, more like a stamp, confident, and just easier to work with in lots of situations of use.  This one happened to settle on one that looked just like the Food Channel’s, and now that I see it, I definitely will be working on it more and not sticking with just the circle.  (I was typing it out, but they need a formal way of typing “haha” just to emphasize that I kind of smacked myself after realizing how close the logo was)

These were brief and they feel corporate, but fun.  I’m afraid they’re moving away from the traditional/vintage feel of Al Dente.  but, I’m going to try and use them in the long run, definitely not set on these.  (Which again are works-in-progress).

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