San Diego Jeff got their new product packaging by running a design contest:
Create An Eye Catching Tropical Island Coffee Bag For Tourist from Around the World
Check out San Diego Jeff's Product packaging contest…
Food & Drink
This package design is for an 8 ounce, or 227 gram bag of coffee. Our primary target is tourists visiting the Island of Guam in the Western Pacific Ocean. With over 1.3 million visitors a year, most are Asian where gift giving upon returning home is tradition. Our secondary target is the local consumer who desires a brand that is identifiably Guam in appearance and specific to our island. There is an element of local pride in having something uniquely our own.
What's your vision?
The estimate bag dimensions are 9.6 inches tall with a 3.65 inch front and rear panel, and 2.3125 inch side panels. Refer to the attached bag template for EXACT specifications that need to be strictly adhered to. The bag needs to reflect Guam. The coffee will be sold in grocery stores, gift shops and in some luxury, high-end retail locations so it has to have a clean and artsy look. We envision a white base color with a dominant accent colors on the lower half of the bag in dark chocolate brown to reflect coffee, earth and tribal fabric design. The brown will likely wrap all the way around the bag unless you have a more creative idea. The brown should have some sort of texture to it or some subtle pattern. Reference the attachment titled “Guahan Kafe Bag Mockups” for some design examples that give you a general direction of what we want. In the first example you’ll see a delicate pattern of coffee tree branches, leaves and coffee cherries as a background to the darker field. Something like this could be good or some tribal graphics that are fairly common to the Chamorro peoples of the Mariana Islands. I have attached four images that are iconic to Guam. Their use somewhere in the design is requested. 1. The latte stone is a pillar on which ancient homes were built on 2. The proa is an outrigger canoe with sail 3. The sea turtle is commonly seen in the waters around Guam 4. The two stick figure were found in ancient cave pictographs here. Follow the design of the stick figures very closely. The image I provided includes long hair on each person, tied together, flowing upward to depict the two lovers leaping off the cliff. (see below) Some of the font colors can be sky blue, or use of the blue as an accent over the dark brown. The blue reflects the clear skies and crystal waters that surround the island. Use of green and blood red instead (or together) could work also. Subtitles or text can either be dark brown or black. See what looks better. The front of the bag can either have a rectangular framed scene with a vertical orientation, or a frameless image that can wrap around one of the edges of the bag to the side panel. You can’t wrap too much around the other side panel because we’ll be inserting the coffee preparation instructions there. Merchandisers say that tourists are looking for reminders of their trip to Guam so choosing some imagery such as a landscape or other local iconic figure is best. A cliff line on the edge of the ocean called Two Lover’s Point is most popular, best know and most widely visited so it seems like a good candidate. I've attached several pictures of the cliff, including a batik (water-color type) image that depicts the cliff and beach below that has a loose, rustic style I think could work. I've attached a couple of PDF files of mock-up images of a bag design for your reference of that as well. Associated to the cliff-line (geological feature) is a story or the legend of a young Chamorro woman who was promised in marriage to a Spanish officer whom she didn’t love. Her heart was given to a young Chamorro man but the family and tribe wouldn’t allow them to marry. In their despair, the two lovers ran away and were being pursued. After being backed up at the cliff, they tied their hair together in a knot as a symbol of unity, and leaped off the cliffs to their deaths in an embrace. The cliff line is called Two Lover’s Point (you can Google it). I don't necessarily want to feature the story of their death, but some graphic depiction of the cliff is probably a good image on the front of the bag in a rectangular frame. Can the graphic artist create a graphical image of the cliffs in the background, beach on the right foreground, with palm trees lining the beach, with one palm tree leaning out toward the water? On the water have a proa, or outrigger boat sailing. You might be able to take one of the photographs I’ve provided and process it through an editor so it has a chunky, bold watercolor or posterized quality about it? As for fonts used in the brand name "Guahan Kafe", I want something bold and clear, maybe all caps but island-style and tribal. Give me some options. I would like a tribal paddling oar depicted horizontally over the word "Guahan". Refer to the image I attach to this contest. Also add a small circle or "o" symbol over the first "a" in Guahan. It's a Chamorro language symbol. A very important design requirement is meeting local labeling requirements when we use the words Guam or Guahan but don’t manufacture it here on Guam, we have to show country of origin. The font height on a “Made in the USA” has to be at least 50% of the font height of the word “Guahan” and the same width. The "Made in the USA" can be more subdue and at the bottom of the bag front. The front of the bag should also include a line saying “100% Handcrafted Arabica Coffee” and “Net Wt 8 oz (1/2 lb) 224g”. Other labeling doesn’t have to be tribal or script, just the coffee name. Use tribal font where you feel appropriate. I have another bag design idea that’s less favored but can be explored. Reference the first design in the attachment “Guahan Coffee Bag 4 Designs”. Bubbles that sort of represent the ocean surf following the curve of the cliff line like you see in the concept. Just don’t make the cliff line a perfect curve because it’s not. The bubbles should wrap around the edge of the bag to the side. Let me know if you have a great idea here. Use your creativity for any artistic image that would make this better. Give me just a blank frame in the back and I’ll insert the exact wording. You can use some of those icon images I suggested. Thank you and good luck!
11/5/2013 - I just added a new mock-up attached below titled "Guahan Coffee of the Island" that is another option that I'm beginning to favor. Create an original following the design style very closely. The outrigger sailboat in the water should be brown. I don't own the attached image but like the composition and positioning of the sail. Most text other than the white should be very dark brown unless you have ideas. I'm open to changes in the font on the brand. It can be modified as long as it's ethnic and sleek. Thanks
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It all began with a design brief.
A quick, interactive guide helped them understand their design style and captured exactly what they needed in their product packaging.
Designers across the globe delivered design magic.
San Diego Jeff collaborated with designers to refine their ideas
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