Following on from the branding project, I looked into the packaging design of the Message of a Bottle Kit. The aim of the kit was to resemble a parcel to imply that it involves traditional communication methods.I looked at postage labels for inspiration, the brown tags were particularly appropriate for my brand as they are old-fashioned. The identification number allows each message to be tracked and therefore allows the efficiency (or inefficiency) of the service to be assessed. Inside the kit the bottle sits on bed of raffia to give a rustic feel, and there is a pen, paper and instruction booklet sitting in a tray.This tray can be removed when the client sends it to the company.The paper is debossed with a letterhead. The instruction booklet is made from brown tags attached together which will guide the clients through the process of the service.
I created a brand based on the virtue of patience. I liked the idea of creating a brand based around waiting. I thought the sea was a good representation of waiting as activities such as sailing and fishing involve being reliant on nature which is beyond our control.
This led me on to thinking about sending messages in bottles. Everyone has heard about it but not so many people have actually tried it for themselves. Probably because there is a high chance that the message will never be found. In an age where communication travels almost at the speed of light the words communication and patience don’t really go together. Therefore I thought it would be interesting to produce a contrasting alternative to modern technology with an aim to raise awareness that we take its efficiency for granted.
I chose to name my brand drift as this reflects its easy-going nature.
DRIFT: BRAND PILLARS
CONCEPT: The brand will offer a communications service which will dispatch messages in bottles into the sea. It will provide a message writing kit which clients can buy from independent shops. The product will be marketed as a gift and will appeal to the older generation who enjoy the nostalgia of traditional letter writing as well as the younger generation who desire retro products. The service will rely on people finding the bottles on the shore and forwarding them on to the recipient. Therefore reliability is not the purpose of the brand.
PERSONALITY:The brand personality is patient, persevering, calm, laid-back , tranquil , lenient, unpredictable, imperfect, traditional and analogue.
VALUES:The brand values traditional methods of communication. It values reliability on the nature of the sea leading to unpredictability. It values tolerance and tranquility when faced with waiting.
PROMISE:The brand promises to increase your patience. It promises to reverse the efficiency of technology and subsequently raise awareness that we take modern technology for granted.
I didn’t want to use a typeface for the logo as it wouldn’t fit with the imperfect nature of the brand. I wanted to incorporate a pattern behind the text which reflected the sea and the laid-back nature of the brand so I experimented with printing using string as it is has fluid qualities. I used kraft paper as a background and a stamp-like border to reflect post. The pattern on the logo is not intended to always be the same. This reflects the unpredictability of the brand.