I made all of the re-branding materials (logos, packaging, products, and advertisements) for this assignment on Illustrator, although the copies visible here are unfortunately the JPEG translations. The primary intended subject of the materials is a re-brand of AJM Packaging Corporation’s current brand persona, which I evaluated to be too corporate and uptight for a company that sells brown paper bags and paper plates; there is potential to bring an emotive quality to this company, and I hope that I conveyed a nostalgic, sentimental association with these somewhat frivolous products. All of the re-brand materials are unified by geometric shapes through the use and inspiration of Bauhaus 93 typeface, as well as by a monochromatic color scheme in red, blue, and green.
I chose to re-brand AJM Packaging Corporation because I “worked” with them for a previous assignment in which I was asked to find a common packaged product and write a paragraph as though I was the primary target for that product. My paragraph came from the viewpoint of a mother who packs her children’s lunches every day with AJM brown paper bags, just as her mother did for her. I believe that for this brand, in a market where “brands” tend to not matter, nostalgia is a key selling point. Brown paper bags are ultimately wasteful (we have more efficient ways of transporting food), but those who use them perhaps do so because of the associations they carry with brown bag lunches. Therefore, I took AJM Packaging Corporation in a retro, nostalgia-infused direction. I was inspired by the geometric forms of logos from the 1950s and early 1960s, as well as the monochromatic color schemes. I also created an elephant “critter” for the brand, using the same forms as the traditional logo, and employed it in a separate logo and as a potential product, stamped onto the brown paper bags. Because I am marketing to parents, I want visible callbacks to brands of the past, but because it is a brand that sells products primarily used for children, I also want it to be “kid-friendly” and appropriately colorful.
|(Website with current logo)|
|(New logo - blue option)|
|(New logo - green option)|
|(New logo - red option)|
|(New logo - blue elephant "critter")|
|(New logo - green elephant "critter")|
|(New logo - red elephant "critter")|
|(New packaging - blue option)|
|(New packaging - green option)|
|(New packaging - red option)|
|(New product - "special edition" critter brown paper bag)|
|(Advertisement - "Mom")|
|(Advertisement - "Dad")|