This is a project that I did during my last year at my bachelor program in graphic design and communication. I designed and created a book from my essay that was about strategic packaging design and communication. In this essay I wrote about one of the most popular grocery store in Sweden, ICA, and their own premium brand ICA Selection. In 2012 ICA saw that the brand didn't sell, so they decided that they were going to do a redesign of the packaging design and they gave the design agency Silver the task to do it. What Silver found was that the packaging design didn't need the usual attributes, like silver, black and script, to communicate premium product to consumers. Silver noticed that "ugly attributes" like it was the farmer that had designed the package, was more appreciated and was more likely communicated premium. So this essay was to analyze how Silver did this redesign, what their goal with the new packaging design was and if the consumer really understood the message.
One of the most important parts in the redesign that Silver did was that all the products should stand out in their product category, but also that the consumer could recognize tha brand. So I wanted this to be seen in the design. I choosed to use different papers with different colors on the outside of the book, to communicate the difference between the packages and their design, but I also wanted to show that this different part belonges togehter by using the black thread to put together the book.
To communicate the "ugly design" and that it was like the farmer had done it by herself/himself, I choosed to highlight some of the quote from the essay with handwriting.
