Burpee
A redesign project of Burpee’s seed packets
Project Brief
Design Challenge: How can the existing packaging design be updated with a new look or branding concept?
Each individual seed packet will be like a color swatch on a painter’s palette: the garden is the canvas, and the gardener is the painter. Each plant will be associated with a specific color. These color swatches will be squares in the lower right corner of each package with both their color and scientific names. The plant will be hand painted by a professional artist, with an emphasis on the brush strokes and paint medium.
The packaging will contain a lot of white space with the swatch possessing the only color. The overall goal is to push the consumer into using color in an expressively artistic mindset using a variety of Burpee products.
Skills & Tools Used:
The Final Product
The final project deliverables included 5 packaging designs, and mailer-card advertisement design, logo-redesign, and style guide booklet.
Original Paintings
A flower with distinct color was selected. Color schemes remained monochromatic to emphasize the new branding concept of color palate. Each flowers was hand-painted and brought into Photoshop for digitally enhancement.
Style Guide & Logo
The redesigned logo simplified the product from a flower into a seed and focused on typography.
Style Guide Booklet
The style guide outlined necessary company research and information, identified branding concepts and goals, and packaged specifications for implementing branding assets.
[A digital copy of the style guide booklet]
Mail Advertisement Design
This advertisement was placed on the front of a mailer card. I directed the photoshoot while taking pictures, and then edited the final image to be used on the ad.
Conclusion
The new brand was centralized by the idea that gardening with flowers is a form of artistry. Presenting a range of options encourages the consumer to increase purchases in order to experiment with personal dynamic selection of products.
This project was designed for a digital media course taught at BYU–I (2010).