OUI YOGURT LABELS
Prompt: Design new packaging for Oui Yogurt with an emphasis on sustainability and recycling.
Notice: this project is not officially part of Oui's branding or packaging and is purely a design exercise. I make no claim to have worked with them or that this packaging design is better than their existing ones.
PROCESS
The inspiration for the design came from the brand name, Oui, a French word meaning yes. With a focus on sustainability, nature, and the French origins of the branding, I decided to choose the design style Art Nouveau, a graphic design style popular in parts of Europe and America during the late 1800s and early 1900s. The natural forms, organic lines, and focus on nature motifs felt in line with a sustainability driven packaging design.
I started with the Lavender flavor when coming up with design ideas. I wanted to incorporate the recycling logo itself into the design, but hide it in a way that made it subtle. I ended up stylizing the recycling logo and abstracting it, removing the arrows but keeping the flow into one one another. This version resembled hair, which solidified the core idea.
For the lid, the recycling logo would act as hair, and in the middle would be a woman's face. This face would be different for each flavor, and each packaging would get a different color scheme to match that flavor. Each flavor would also have a different stylized decoration that resembles parts of the flavors in their raw form.
THE FACES
With each flavor having different faces, those faces had to match the flavor intended for it to be distinct even to those who can't make out the colors.
Lavender is a flavor and flower associated with calm and grace, and so was given a very calm and serene look.
I designed Pomegranate to resemble common depictions of Persephone as a reference to her most popular legend, where she consumed 6 pomegranate seeds to bind her to the underworld.
Dragon fruit, with it's name including dragon, made sense to look more domineering and dangerous, standing out amongst the others.
Vanilla, a playful flavor often associated with younger people, was made to look more childlike, but also very decorated as vanilla flavored snacks are often given additional toppings to give it extra flavor.
FIRST DRAFT
The first draft had many elements I liked. The different faces were distinct and matched the flavors well. The custom typeface was designed to match the hair recycling logo to make sure it fit, but keep it readable as Oui.
Besides general polish and fixing minor mistakes, some changes were made, and one of the core ones was adding another element of cohesion. Each flavor had a different hue and shade of yellow, except for pomegranate. To make pomegranate feel more in line with the others, I replaced the pink secondary color and replaced it with a yellow slightly tinted to orange. I also edited the custom type face slightly to make it feel smoother.