Package & Brand Design
This project was completed under an internship with Davis Agency
as a part of the RGD Mentorship Program
. Swift's brand objective is to: "become the most trusted brand of processed meats that price savvy consumers can feel good about when looking for a quick-and-easy meal solution". The goal of this project is to re-design Swift so that it competes in the current market.
This was the original packaging that Swift had for its bologna. Swift's current branding problem is that it cheap and unappetizing; the Swift brand lacks credibility; the products look "cartoon-y"; and there is minimal marketing support with consumers. The challenge is to re-design this package to solve the current challenges Swift is facing with their brand.
Different process phases of the Swift re-design. In the first phase, I wanted to remove the toothpaste blue they have and found out that Swift's original colour was red. In the next phase, I decided a better brand name for Swift is "Swift Meats" because per challenges, "Swift" sounds like a cleaning product. During the third phase, I tried using different shapes to frame the bologna instead of the square. My mentor and I worked out the idea that "we tend to frame things that are important to us", and we decided that it would be an effective "big idea" to keep the product in a frame.
Different type explorations to rebrand Swift. I decided to go with "Swift Meats est. 1908" as the wordmark, using the typefaces Oswald and Rockwell.
The big idea behind these packages is to frame the food so it shows importance. I am using the frame as a way to show emphasis. On one of the spread, the food image comes out of the frame to indicate that it's so good you'll want the product to break out of its important frame. Instead of using a light teal, I darkened it so the colour is unique from other processed meat brands but doesn't make it look like a cleaning product.
Both packages follow the same big idea of "framing" to make the food look important. The first final follows a traditional framing method with a box around the product, and the product subtly breaking out of frame. The second final frames the product horizontally, with its main focus enclosed into the frame.