LOADING

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A PACKAGING PROJECT USING ILLUSTRATION AS A POINT OF DIFFERENCE.

BACKGROUND

In the summer of 2008 I enjoyed the opportunity of freelancing at Qube Konstrukt in Melbourne on a brand and packaging project for MTV consumer electronics. The objective of the packaging was to communicate the 4 categories of their product line in a contemporary & appealing fashion.

MTV DIGILAND

My approach was to create an a mystical world illustrated from various repeated graphics that represent various elements of digital and electronic references. The elements climaxed in crafted MTV logo treatments personifying each of the designated product segments & were then encapsulated in a colour coded treatment and label system.
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01
Introduction

Cartons, wraps, clamshells & blister packs.
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Having no control over the myriad of outers used in the packaging re-brand meant that our graphic treatment needed to be bold enough to make them feel unified. There were 4 product segments that needed to be considered and over 50 products with new ones being added every other week.

illustration
02

Creating a surreal world of digital innuendo.
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Shortly after the project had started, the penny dropped for which direction I wanted to go. I had no reference as such, just a cloudy vision that became clearer with every mouse click. About 14 hrs later my digiland illustration had taken shape & was ready for the next stages.

03
Branding

Bringing elements together for a modern, youthful appeal.
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Ok, so I got a little excited in the early stages creating the illustration, the next stage was to explore ways of bringing it to life in a packaging system that wasn’t overpowering for the eyes. Inverting the illustration & applying a series of gradients paved the way for the labeling that followed.

Logo Marks
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The hero illustration was broken up into 4 parts, each logo mark represented a product segment & formed the focal point for the packs it was on. This allowed us to frame visible products in clamshells & blister-packs and avoid expensive photography for others.

RECORDABLE 
MEDIA
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CONSUMER 
ELECTRONICS
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BASIC 
ELECTRONICS
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STORAGE & 
ACCESSORIES
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Typography
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We decided on ‘ADDLINE’ as the primary typeface for in modern technology feel. I rarely ever use such a datable font but felt this one product category that it could be used appropriately. Needless to say it was never used in body copy.

labeling
04

Organising the large amounts of varied information.
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The labeling system unexpectedly became one of the most challenging parts of the whole project. Sorting through all possible information & specifications to be included on the packs showed us that a clean, clear & flexible system needed to be developed.

05
Packaging

Looking at the result of putting everything into action.
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Below is a small selection of the final packaging, all working well together despite the myriad of materials and sizes. Each category is clearly defined yet as a whole has a unified impact in shelf displays.