Chris & Lee : Logo and Packaging Concept包装设计（非原创）, 此作品原作者为 LauraBrewer Problem
Chris&LeeasmallnaturalfoodcompanyisscheduledtoexpandintoWholeFoodsmarketandarelookingtocreatepackagingfortheirproductsthathaveonlybeenavailableatlocalfarmersmarkets.

Concept
TokeepconsistentwiththecharmandpersonalapproachChris&Leebringtotheircustomersatfarmersmarketsthedesignforthelabelswaskeptveryhumanisticwithcleanlabelsmimickingthehand-writtenchalksignsandlabelsfoundatfarmersmarketsaswellasWholeFoodsMarket.

Solution
Thetexttreatmentoneachlabelisapairingofmoremasculinetypeinallcaps,representativeofChris,withamorefemininelightfluidshapes.Thispairingbeginswiththelogowhichissetinapurposelyimperfectcircletokeepitsetapartfromthecompletelytextdrivenlabel.Insteadoffeaturingtheliteralproductname“TheFlavorOf…”describestheuniquequalitiesoftheproductChris&Leearemostproudof.Onthebackthesametonecarriesoverintotheingredients,directions,andexpirationdatewhichareincorporatedintoaparagraphwritteninfirstpersonasifChris&Leewereinyourkitchenorinthesupermarketaislesharingtheirproductwithyou.

Research
TounderstandthefeeloffarmersmarketsandWholeFoodsresearchwasdonebothonsiteandonline,whichleadmetobeimmediatelyattractedtotheuniqueandpersonaltouchhandwrittenchalksignsbringtotheirenvironment.WhenatWholeFoodsIalsofoundmanynaturalfoodcompanieschosetousepredominatelywhitewithburstsofcolor.IwantedtosetChris&Leeapartwithoutaddingtotheclutterbystillcreatingacleandesign,butsettingitinonlyblackandwhitewhichwouldalsokeepprintingcostslowforChris&Lee.