ACE Presentation Preparation: Packaging Logo & Colour Palette

My Instant Coffee range is named, Instant "Happbeanness" which is a play on words for Happiness and incorporates the word bean for coffee bean. 

The concept behind this name is due to coffee being able to re-energise you. 

Therefore with instant coffee, because of how fast it is to make, this will grant you instant happiness. 

In my opinion, this name is fun and fits the target audience of young urban consumers.

I have created this logo for the packaging ideas part for the Instant coffee range.

Using Key Lime (#E4EA8C) for the yellowy-green colour

This logo will come in different colours e.g. the green space will be blue etc. for different favours/blends of coffee creating a sense of multiple different types of packaging for this coffee range.

This is due to the previous research I conducted on Pinterest, where urban art commonly used bright, bold colours and had an abstract feel. From my instant coffee survey participants that lived in the city chose Nescafe Azera as the coffee brand that they found the most visually appealing. participants said that this was due to it's bold, bright, colourful design.

Therefore these factors have influenced my logo and packaging design to use bold, bright colours while still keeping a young and fun feel.

I specifically chose to use these three colours as they are classed as intermediate colours on the colour wheel (greeny- yellow, bluey-green and bluey purple) which I consider more interesting and fun than your basic primary or secondary colours. These colours are also commonly used in urban art as they are bright and bold colours which also inspired me to use these colours.

Using Medium Sky Blue (#8BE8E1) for the blue colour

Using Baby Blue Eyes (#A0B4F2) for the purply-blue colour

I played around with the colour of the "bean" in the title Happbeanness by making it brighter than the previous versions. However I decided to use my original version due to the colours looking too different to the bottom of the logo. It also meant that "bean" stood out more than the slogan "Instant coffee, Instant happiness" which is a problem because these are both important parts of the logo that the consumer should see at first glance. 

Having the "bean" and bottom part of the logo using slightly different colours makes you unsure on where you need to look first or will draw your attention to the "bean" and not the slogan when in the previous version the same colour is used which draws your attention to both parts of the logo at the same time as there isn't this difference.