Hannaford is a chain of privately owned supermarkets in the Northeast that feature their own private brand label on certain products they sell. The problem is that the Hannaford brand is generic and visually unappealing, which makes shoppers feel like they are getting an inferior product. When in fact most generic brands are actually fairly high quality and many have fewer additives.
The Solution: To freshen the overall look and feel of Hannaford's private signature label so as to attract more shoppers and build brand loyalty. The outcome of this project is to create a more cohesive, refined and visually appealing solution to the packaging and graphics that are currently on their shelves.
MIND MAPPING
The first step to the redesign process is brainstorming the look and feel that will suit the Hannaford Brand, from aesthetics and atmosphere to structural packaging and surface graphics. Below is a mind map of the different fields within the brand a designer must cover.
DRAWING THE DIELINES
After choosing a product, the next stage is to draw out the dielines for package construction. Dielines are essentially the instructions on the fold-lines and how to construct a 3D shape. The following sketches are my ideas of how to construct the ideas above.
1) The design team has decided that Hannaford will maintain a clean, modern look and feel to its grocery stores, with subdued colors and one outstanding hue. Hannaford markets may include construction similar to a village for its differing departments to provide a more "homey" atmosphere.
2) Hannaford products will have a subtle, geometric design for all departments. In addition, the packaging will offer more recyclable, eco-friendly materials in an attempt to reduce man's carbon footprint on this earth.
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3) The classic Hannaford logo will be simplified to make the redesigning of surface graphics on packaging more aesthetically pleasing for customers, yet retain its essential properties in regards to the company.
INSPIRATION
Each member of the design team will be dedicated to remodeling products from one department of the Hannaford company; mine will be the deli market and accompanying products. To narrow my vision, I have chosen the cheese products, such as cheese wheels and graded cheeses produced by Hannaford.
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Below are two examples of ideas I found which I will base my packaging designs from. Scroll to check them out!
My research includes packaging for individual cheese wedges, a cutting board and kit-exclusive box, and - interestingly enough - Parmesan Pencils with a pencil sharper for at-home cheese grating!
ADDING THE
SURFACE GRAPHICS
THE FINAL PRODUCT
Once the dielines are drawn and mockups approved of, the next steps brings us to applying surface graphics to mockup files. This is playtime for the designer to experiment with typefaces, images, and text that would appear on a true package. Below are two examples of my ideas applied to basic cracker boxes.
This was a milestone for the team is deciding on a official look for the brand. My design happened to be the direction we would take for Hannaford, and from which the others could refine the look onto their own products of choice.
There you have it - a final photoshoot of the packages together. With that, Hannaford Brand is provided a sleek and refined look to products that would appear on their shelves.
The packages are aesthetically pleasing and easy to open; the cheese box and cutting board and knife kit is an exclusive and eco-friendly product that includes a three-in-one offering. The knife provided in the kit is biodegradable and thus disposable in the environment, while the package itself is comprised of thin, recyclable cardboard. Highlight of this package is that it is entirely re-usable as well.
SEE THE STORY
The design process is by means an easy process. Although the work above seemed smooth enough, it only shows the highlights of the rebranding mission. Below is a short movie depicting the process from backstage and the struggles that ensue. Watch it now on the phone below!
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Below are shots of the final boxes I constructed throughout the entire semester. My designs included the cheese and cutting board and knife kit, a cracker box, and a container of hummus - a fine collection if you ask me. Check out the images below!