University Final Year project, 2023.
Brief: Food on the fly
Problem: To persuade consumers to try insect protein and reposition insects as a viable future food solution to combat the rising concern of food production and its environmental impact.
Solution: Medela is a range of luxury teas that aid tissue and cartridge regeneration. Medela teas help heal your body with the combination of traditional herbs and butterfly wings, which are made out of cuticle. Cuticle is one of the world’s strongest natural materials and has the potential to maintain eternal health, making Medela unique in the tea industry.
I wanted the logo to incorporate both the wings of a butterfly and an infinite figure of eight to represent the everlasting youth and regeneration of tissue and cartridge generation.
I researched into National Geographic's butterfly collection to base the visuals on and I chose the Painted Lady, Apatura Iris and the Brimstone purely for their structures and colours.
As the project is heavily relied on packaging I took inspiration from G.F Smiths colour plan to match the butterflies. The papers are Lavender, Mandarin and Mars Green.
Medela is a luxury tea brand so I manipulated the National Geographic images of the butterflies I chose and mocked up a gold foiling effect.
I created the tea boxes using G.F Smith's papers and screen printed gold foils.
To target my audience, I conceptually collaborated Medela with high end department store Liberty. A sample tea pouch and flyer with an introductory discount will be sent off in Liberty's 'Beauty Drop' box, which is a subscription sent to members who are signed up with Liberty.
The flyer will be scented according to the tea pouch which is sent out in the box so it encourages the customer to try the sample despite the ingredients.
My posters purposely don't indicate much about the brand to keep viewers intrigued and curious. I've allowed the gold foiling details to catch viewers eyes. I image the posters to be displayed in wealthy urban areas and even as home decor.
I made the posters using the same G.F Smith paper and screen printing process.
