What is the purpose of the piece?
To deport the coffee to different market places in different countries, where it is sold in this packaging. The thick cardboard box helps to protect the coffee beans while it travels.
What sort of image does it project about the company, organisation or product?
It could show that the company care about recycling, fair trade and cheaper packaging materials. The company also wanted each pack to be labelled with stamps that show the date of roasting to emphasise that the coffee beans are fresh, which shows the company cares about the satisfaction of its customers. It effectively shows me the message of of the product and the feeling of the people who made it.
Who commissioned the piece to be made?
Velocita obviously commissioned it to be made as they took the time to think of all the features they wanted to include on their packaging.
Who is the target audience?
Mainly for fair trade coffee drinkers, who are mostly adults. These boxes contain 400g of coffee, which means it may be expensive for deported coffee.
What is the shape of the net?
It is a simple cuboid box shape, which is held together by express tape.
What colour is used?
The main colour from the packaging is ordinary cardboard brown, however the main colours come from carefully made cardboard stamps, travel stickers and tape which is thrown almost randomly onto the packaging. This helps to make the packaging stand out from other coffee products and shows exactly where it comes from, which sometimes wonders the buyer. It is not similar to any other coffee packages I have seen as most other coffees comes in jars or plastic re-sealable bags. The colours thrown around messily are yellow, red and blue, which makes me think that the distributers do not care about presentation.
Discuss the use of typography, fonts and sizes.
Some of typography is handmade, and some words are signed by hand, however the product name 'Velocita' uses an almost 'Impact' style font, which is in bold, sans-serif and italics and at a large size. It looks too official and industrial to be exciting and its colour is a dull black.
What sorts of images have been used?
No photographs have been used and it doesn't show the audience what is inside the product from the outside, so there is no way of telling what the beans look like and what condition they are in. The only images come from the packaging stamps, which are industrial, artificial and dull.
What is the layout, how is the text aligned and what information is included on the piece?
The information includes the best before date, the date of roasting, travel details, how much the amount of coffee weighs, what way up it should be opened and the name of the company. Most of text is aligned in the middle of the product on a unevenly stuck on sticker.
Do you like the piece and could it influence on your own designs?
I appreciate the clever lack of any other unnecessary packaging to cut down on expenses and to help fair trade. However, its lack of original typography, images and colour makes the product look unappealing and a little uncreative. While the different net idea is a good idea, it is too much of a used idea for my product which is for doughnuts. I also want my packaging to be more colourful and more attractive to a younger, funner audience.
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