Client: Itty Bittys
Market: Wealthy urban females aged 20-40
The general thought process behind the Itty Bittys label design was to bring a seemingly simple product such as chocolate chips and create an experience that the consumer will enjoy.
I created this line of products to fullfil the client brief, while also using my creative licence to make the brand unique. I started off with designing a logo that directly related to the target market by giving the logo a feminine, higher-class feel. I used a modified script typeface to portray a elegant feeling for the Itty Bittys brand name. I was able to modify the existing typeface to give the illusion of a chocolate chip being made out of the first and last letters of the brand name, giving it a little something extra.
The band across the bottom of the label is transferable to any primary display panel of the Itty Bitty products, where it is used to label the specific flavour of chips within the packaging. Also included in the primary label is the volume amount of the product within the packaging. I decided to make this band of colour change with each different flavour of Itty Bittys so that each product is easily recognized as separate on the shelf, yet still part of the Itty Bitty family. This label can easily be placed on any form of packaging that the brand uses for it's products.
Another feature of the Itty Bittys family of products is the attached recipe tag that comes with every product. These tags are tied around the container lids and are to be used as a reference for the products purpose, baking. Although the typical consumer of these products would already have a regular cookies book, these tags entice the consumer to go deeper into the experience of the Itty Bittys brand by trying out the recipe which is specifically different for each product in the family.
Along the lid of each product, I incorporated the same classic pattern from the Itty Bitty logo background. This pattern, combined with two outer strokes around the edge of the label, gives the feeling of continuity throughout the different angles of the products being viewed. On the reverse side of the packaging, I included a simplistic label that follows the same colour scheme that includes all the required and necessary information for the Itty Bitty family of products. This label includes the nutritional information along the left side, the products barcode conveniently placed directly beside the nutritional information and all the fine print such as the brand's website, toll-free number and recycling information.Besides the actual Itty Bittys product packaging, the family also includes a stock reusable bag. This bag is made 100% cloth and has a larger version of the Itty Bittys logo placed on it's primary display panel. Instead of the label saying a specific product, it it includes the logo's band that labels the bag as "Itty Bittys Delicious Delights". This bag takes the load off (no pun intended) of the consumer worrying about any problems with product weight in a flimsy plastic grocery bag. Due to the Itty Bittys line of products being sold primarily in boutique stores, this bag will be given out to the consumer free with a purchase of one or more Itty Bitty products.
Three packages from the Itty Bittys family of products. Butterscotch, Milk Chocolate and White Chocolate Delights.
Inside of the custom recipe cookie tag, and the back label including nutritional information and barcode for the product.
Other products from the Itty Bittys series brand, including a cylindrical and rectangular tin with clear die-cuts in the lids.
ALL IMAGES AND IDEAS ARE COPYRIGHT LIVINGSTONE DESIGN 2012
