So much Graphics work!

Here is the design or my own Lipton Ice Tea Label. Modernised it a bit. But still kept the original idea. You can see the mistake. I didn’t flatten the label when I scanned it! So it’s not perfect.

Image

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So much Graphics work!

One thought on “So much Graphics work!

  1. Hey Josh,

    Funny to see your interpretation 🙂
    I’m graphic designer and have been working for Unilever/ Pepsi Co on the Lipton Ice Tea designs for all Europe, Eastern Countries, Russia, South Africa, Australia… Something like 31 countries. We developed around 1100 to 1300 different artworks/ year, during almost 7 years. The original label you scanned is actually an artwork I worked on mmyself (it’s a UK label, right? 😉 I’m from belgium: Hi, nice to meet you 🙂 I thought maybe I could give my advice/ opinion 😉

    It’s a pretty good start, but I think you can improve it (I’m well placed to know it’s not “that” an easy job; Plus, it’s a good exercise you choosed to do).
    As you know, there are some rules imposed by the brand/ client, called “guidelines”, with things you can and cannot do. For instance in this case, you can’t put extra elements touching the Lipton logo (you would be asked to remove the 3 water splash on it’s top right corner, and probably reduce the one in the bottom.)

    On a technical side: labels are printed on a long and broad plastic sheet (roll), with something like 6 or 9 labels next to each other. Before being cut (to make independent labels), the bottom of a label is the top of the next label (and the left of a label is the right of another label). See the water drops placed on top of the label? If the cutting machine (which work a really high speed) is not absolutely precise, you might see some blue drop on bottom of a cut label. Same with the white of the “New” word.
    This is why it is important to leave a flat color (or a band) without any graphical elements on the 3mm top and bottom of the artwork (use guides in your editing software, or place color bands on the top layer, just to be sure nothing gets in).

    Lipton Ice Tea exists on different sizes, like cans for instance. Printing a can is a different printing technique than printing on plastic, or on paper. With flexography, you can’t have as much details as you’ll have with offset: you see the dots in the sun, on the red Lipton shield logo? That’s what I’m talking about. Some elements with a lot of details (fruits) have to be “as big as possible” (without exagerrating 😉 The 3 strawberries groups are way too small: if the design had to be printed on a can, you wouldn’t “understand” what are those rounded red shapes with some green dots…

    Now, talking strictly about the visual: the design placed like this on the label is too large. It is important, as a client when you are in the supermarket, to have the maximum of informations about the product when it is facing you: you should see, without having to turn it too much, what is the brand and what is the flavour. Once rolled on a bottle, your label would only show fragmented informations: the customer would have to turn it to know what he’s buying (this can be annoying if, for instance, “Summer Fruits”, with a red design, sits in a supermarket’s fridge next to a Cranberry flavour (wich is also using a red color, a bit darker): you want 3 “Summer Fruit”, you are in a rush and you pick the first one on the shelf, and check if it’s correct. You pick 2 more, assuming they are the same because they look similar, but later you notice that the third bottle is actually Cranberry, and you hate Cranberry ! Damn it designer !
    My solution would be to place almost all the elements on the same column (Lipton, the Ice Tea, then the flavour name [much more on the left, in your case] and the fruit splash, as much as possible in “the group” [also more on the left in your case]. You’ll have a lot of free space, which is not nice (floating elements), and not interesting for visibility of the brand: reorganise your design: duplicate this whole logo + flavour name + fruit splass. Your label will now have 2 logo blocks (placed symmetrically on each side of the bottle (you’ll have to calculate a bit to have the same distance between them, and don’t forget you have a “glue band” overlapped on the side, where you can’t put any elements: take this measure out). Put the EAN code, address block and logos + 500ml more on the right.
    If you have to reduce the text (which is not necessary in your case: I know by experience there’s enough space. Not the case when you have 2 or 3 or 4 languages, which can happen), if you have to reduce text size, check the technical specifications of your printer, because it would cause readability problems if printed too small (usually, we don’t go under 7 pts.).

    The bottom wave could be smoother, with a nice curve (not with bumps and flats). And if possible, try to make this wave go all around the label with a correct junction: turn the bottle, the wave should “follow” itself smoothly, without breaks.
    “New Great Taste”: here also your curve is broken by the band, and it’s not aesthetic: make it a triangle, or make a really nice round curve “going out of the band”. Or just remove this shape and create a typographical “stamp” with a straight color outline behind the letters (New Great Taste in white, a red outline of, let’s say, 2 or 3 points, and a single and straight blue outline just behind this red/ white, to make kind of a shadow. Also, don’t forget it’s printed in Pantone colors (not CMYK), with 5 or 6 colors (I won’t give you the color codes, but basically yellow, red, dark blue, light blue + 1 or 2 “flavour color”, usually used in the fruit image and in the general design: bands, text blocks, “energy” block. No Black).

    You used 3 times the same strawberries group in the design, which is really not recommended (poor composition, “was he lazy to make or use different images?” See what I mean ? 😉
    Also, the blurred bottom of the splash is not really nice…

    I’ll stop here, i dn’t want to bother you. But as said, it’s a good start. And as you see, there’s a lot of things to think about and to take into considerations. That’s the difference between a graphist making a “nice design” (but not really useful or clever), and a graphic design, who will try to make the best thing despite the difficulties and problems, taking into considerations his client (make a nice visual), the guidelines of the brand, the technical specifications asked by the printers to make it printable (number of colors, text sizes, free-design areas, correct use of gradients etc…), the customer… (+ the budget: you have to photoshoot of create the fruit images, i.e.). For me, it’s a passion, and every brand, every client, every project is a different thing. If you’re interested in this, you’ll learn and discover a lot, your designs will be more and more professional, and you’ll enjoy it !

    On my website, you’ll see some little things I did for Lipton:
    http://www.mortimix.com/showcase.htm

    Cheers !

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