Greedy Greek Deli Introduction

May 25, 2011

After looking at the 3D and 2D combination in my previous project I now wanted to look at shape families. The Sanex project had three final outcomes, they all used the same shape for the bottles but varied the graphics. This time the shape will have to change across three different products but they all still need to look like the belong together.

The Brief

The Greedy Greek Deli mainly provides hot takeaway food and cold greek salads. The Deli appeals to a very broad market ranging from parents and children popping in after school, to students, to OAPs. The type of takeaways the deli will compete with are places like Indian or Chinese etc that provide more substantial meals rather than fast food takeaways like McDonalds/KFC/Burger King etc.

Currently they do not provide a premium range of food products, that customers can buy and use at home.

The addition of the premium range will allow the Greedy Greek to compete with upmarket deli’s as well as takeaways, hence broadening their target market. It will also allow brand reinforcement at home.

The target market

The target market for this new range is male and females in late 20s mid 30s who live a contemporary lifestyle, they are in full time work and have a higher disposable income due to less commitments in their life like husbands/wives/children/pets. They are reasonably health conscious and want convenient and healthy food.

The Deli is in a perfect location for this target market being situation in a quite a modern and upper-class part of town, the shops around reflect this. The products included in the range will be oil, honey and herbs all traditional greek foods, which the customer can use and display at home for cooking.


May 25, 2011

one more…

Contact details

May 25, 2011

If you do want to send me a nice email here is my address;

Finished bottles

May 19, 2011

These are a couple of photographs of my final shower gel bottles.

Tweaking the brief (Sanex)

March 16, 2011

So, my original idea was to create two final outcomes, one having a 2D focus and the other a 3D focus. This was mainly to act as research for my dissertation but since finishing my dissertation my tutor and I decided that I would get a better final outcome if I just created one final piece.  So this would involve combining the 2D and 3D ideas. I have also added different essential oils to the range, an oil for each skin type.

I have found this project hard, I have gone through so many different ideas but I think what I have settled on works nicely. The final shape on the bottle when viewed from a side project is reminiscent of a water droplet resembling the brand value ‘moisturising’. The bottle is made from clear plastic and I have sandblasted on the images giving it added tactile qualities.

Below are my 2D computer generated images for the three bottles. I am still in the process of finishing the actual bottles, but hopefully they shouldn’t be to far behind.



The white sections have been sanded blasted on, and the different colours are simply the colour of the shower gel visible through the plastic. The Sanex logo will also been printed in gold.

Final book design

March 8, 2011

Here are the photos of my final booklet promoting Fedrigoni’s paper range.


The photo above shows the front cover which uses an embossed pattern of the weft weave.


Here you can see the paper samples which resemble clothes tags.


These paper samples have a button embossed onto them, they have been stitched to the page through the button holes.


The rings shown in the book have also been laser cut into the opposite page so people can pop them out and keep them.


February 19, 2011

Below are photos of the paper items I have made for the final book, these include a dress, necklace and pleated paper.

Above: Pleated paper.

Fedrigoni is printed in silver foil onto the pleated paper, so only when looked at from a certain angle does it make up the full word.


Above: Pleated paper dress




Above: Pleated necklace

Competitive design

February 18, 2011

In our final year at uni we have to do one module which is called competitive design, the is simply a brief set by an external company which you then enter into a national competition. We had a choice of four different projects, three of them took my fancy.  Ones was a packaging re-brand for Body Shop, the other a re-brand for Boost energy drinks and the final one was to promote a range of paper for a company called Fedrigoni.

I decided to pick the Fedrigoni project as it sounded quite different to the others and I had just finished a couple of packaging re-branding projects so wanted a change. I also thought my portfolio might benefit from a bit of variety.

The brief

Choose from one of our paper ranges, which form part of our imaginative selection of papers, to create a fully integrated marketing campaign. This may include direct mail, PR, Web, advertising, newsletters or events / promo launch. Your idea should show how you would promote the chosen range using various channels to reach out target audience.

On the brief it stated that their target audience were top fashion labels, boutique publishing houses, businesses with global reputations to protect and enhance. I decided to focus on top fashion labels as my main target market and looked at how these companies used paper. The main usage was in packaging and leaflets advertising the brands, almost all of these used hot foil stamping, embossing and UV varnish.

I wanted to show the qualities of the paper, so I tried to create some of the patterns and textures seen in clothes with paper.

I started looking at specific details of clothes rather than the item as a whole. So focusing on stitching, buttons, patterns created with the fabric, zips and features on the clothes. I experimented with laser cutting stitches and zips, pleating paper and embossing buttons. Often dresses or tops have fabric flowers attached giving the dress an added feature. Below shows an image of a flower I made out of paper using origami.

I began focusing on a weave called a weft knit, which close up looks like this,

I think it creates a very beautiful repeat pattern which I would like to use. It also reminds me of the two linking C’s in the Chanel logo.

So my answer to the brief will be to create a booklet which can be sent out by Fedrigoni to top fashion labels, this book will show a sample of paper from Imitlin range. I want to show the different techniques that can be used on this type of paper (like embossing and hot foil stamping) and the how durable and versatile it is. The idea of the book is to  feature things that have been made out of paper which relate to the fashion industry, so for example paper clothes.

I want to make the paper samples to be displayed in the book like clothes tags. The book also needs to be consistent, it needs a theme which links the whole book together through from page to page, to tags, to photos. This is where I want to bring in the pattern from the weft weave and the use of pleats. I have thought about having the book open up like a clothes pattern, but the paper used for this is very thin, almost like tissue paper which wouldn’t be appropriate for communicating the qualities of the Imitlin paper.

Sanex shower gel

December 4, 2010

So my first brief I proposed was to re-design Sanex shower gel. This project provides an essential piece of primary research and is the concluding chapter in my dissertation .

According to Mintel there has been an increase in the last 5 years in usage of shower gel.  For women it has increased 14%, and there is heavy usage amongst adults’ aged 25-34 who are most likely to be in full time employment.

Sanex have been developing products for the last 20 years. The brand is about developing products consumers can rely on for keeping skin clean and healthy whilst maintaining the body’s natural balance of essential ingredients. Sanex products work in harmony with the skin.

The problem is these selling points are not communicated through the current packaging, neither by 2D or 3D. The current packaging does not target the appropriate market, which is women in full time employment aged 20-35. They want a bit of luxury and a brand they can trust to care for their skin.

The brief

Re-brand Sanex and create two design outcomes, one that focus on the visual/graphic aspect and one on the structure and tactile qualities. Test the effectiveness of these designs on young women aged 20-35, and see which is most preferable.

The current bottle uses blue and white colours which is reminiscent of pharmaceutical products, giving the bottle a very clinical feel instead of an indulgent luxurious product. The bottle shape is very bulky and rectangular in comparison with others in the category for example Dove, which takes its form as a long slender shape resembling a droplet of water.

The brand name ‘Sanex’ is written in a sans serif type where is ‘Dove’ uses a serif typeface. The type on Sanex is left aligned and bar the logo has no clear hierarchy. There is a lot of text all trying to compete with each other by size, colour or boldness.

The three words which represent Sanex are; protect, moisturise and balance. I am going to use these as a base for my designs.

First I wanted to change the logo, I dont think the current shape is suitable for the target market. It needs to have a more organic feel to it, currently it is very angular. I changed the shape by pulling up the opposite corner and rounding off the edges. I then experimented with different types for the brand name, I don’t think any of them work to well as they don’t fit the shape.

I looked for an appropriate typeface but could find a suitable one, so used a hand rendered type instead. This logo (below) works well, it still needs a bit of tweaking. The ‘S’ resembles this core brand value associated Sanex, the idea of protection, it is larger than the other letters and slightly leans over them.


November 4, 2010

We had a week to ‘identify an entrepreneurial design opportunity’ and make 10 things a sell 9 and see how much money we could make.

I went with a Christmas theme and made some bauble which you could keep flat so they could be easily stored through out the rest of the year.

Pack of flat pack baubles

I had slight issues with the laser cutter leaving burn marks on my paper/card, and I tried playing around with the setting but nothing seemed to work which was a shame.