Using feedback from customers in my retail job at Holland&Barrett I redesigned packaging based on user preferences. I began the project by analysing the original and refreshed packaging.
I noticed that the text layout was aligned to the left in the new packaging, making it easier to read. I also noticed that the new colour scheme matched the bottle lid, providing a consistent, clean appearance. I liked that separation was used to highlight the product name and its purpose. I did however recall that many regular customers identified the bottle by the blue packaging. Many customers were confused when they saw the new packaging and questioned whether it was the same bottle. I decided to combine elements from both packaging designs.
I prefer the shape of the original bottle because it fits more easily on the shelf and it coordinates with the label layout. I did however appreciate the new packaging colour scheme and I reused it on this bottle. Many customers were unsure about whether the bottle was Cod Liver Oil as a lot of the new packaging looks the same. I added a fish scale texture to help the customer identify the product.
I mocked up designs on Adobe Illustrator to determine the label placement and proportions. I used Azo Sans for the body text and Athelas Regular for the title text. I wanted the design to look sophisticated, while focusing on the product name. I was advised by a UX mentor that lower case text is easier to read than capital letters. I have utilised this advice and ensured that all of the text is accessible and readable. I also explored curved and flat label designs.
I used an online mockup design template to demonstrate the label. The closest match to the bottle packaging design is a Vodka bottle. Although the products are different, the label layout is similar. I adjusted the cap colour, blurred out the cork in the template and added a gradient background to contrast with the packaging. I also converted the original green H&B logo to an off-white colour. I used the original image as a reference for the colour scheme.
