Fall 2018
Category

Madhava

The challenge is to find a packaging problem and solve it. Honey packaging does not differentiate themselves on the shelf. It is difficult to choose a brand of honey because so many have stuck to the original ‘bear’ packaging, which prevents any brand from standing out on the shelf.

The solution is a drop shape bottle that reflects the Madhava brand and offers a better shelf presence. Madhava’s origins is reflected in the bottle and the most important information is presented clearly on the label .

DESIGN SUPPORT

Abbie Franckowiak

MESSY

The bear shaped bottle makes it very difficult for honey to easily flow out of. Also, with the lid located on the top of the bottle the user has to shake the honey down or waiting for it to flow out. Once the honey does come out it is hard to get it to stop and to keep the lid clean.

BRAND REPRESENTATION

The hierarchy on the bottle does not represent Madhava’s mission of promoting USDA organic honey. The Madhava logo on the bottle is also hidden causing some brand confusion with the consumer.

SHELF PRESENCE

Honey packaging does not differentiate themselves on the shelf. It is difficult to choose a brand of honey because they have stuck to the original ‘bear’ packaging, which prevents any brand from standing out on the shelf.

BOTTLE PROCESS

Prototyping explored numerous visual directions that would meet consumers needs and shapes that have a better shelf presence while also reflecting on the brands roots in Hindu culture.

FINAL BOTTLE SHAPE

I began the sketching process by sketching the literal interpretation of "root". I then considered a logo that represented the look of the resturant instead. This led to more geometric designs with straight edges.

LOGO ITERATIONS
BRAND STANDARDS
LABEL ITERATIONS

I focused on incorporating Hindu inspired shapes for example, chakras, mandalas, and henna. I wanted to keep the overall feel of the brand but bring out more of their roots. I wanted to explore different shaped labels that would fit to the unique drop shaped bottle but also keeping in mind the hierarchy of information needed.

FINAL LABEL

In the final design, the PDP incorporates a transparent label so the product is always visible to the consumer but also adding a Hindu element with henna designs encompassing the package.