I'm currently teaching two classes in packaging design at Otis College of Art and Design. It's great to be teaching a class solely devoted to packaging design.
The exhibit shown above is a display of the final student comps for the redesign of Ameci Pizza and Pasta's take-out box. I chose Ameci because I thought that the cover of their box needed updating and I also love their thin-crust pizza. I planned my course syllabus to start with basic packaging design principles and then progress to more challenging projects. This take-out box project actually isn't even a true package, since it doesn't function to "sell" anything. It's more of a container. But this was planned to start a discourse on what really is packaging and what isn't. The final course project will be to design the structure along with the graphics of a folding carton.
The design directive can be found below. The first part of the project has the students working with limited colors and imagery. The second part has the fictitious younger owners demanding that the box be rebranded to be "fun, contemporary, cutting edge." Cost being no object. I wanted the students to experience whether they worked better with limitations or with a do-anything-you-want directive. I think most of the students realized after the project was over that they liked working with more defined goals. An odd bit of coincidence, the Ameci corporate office was redesigning their pizza box the same time I gave out this project. When I called the office to see if they were interested in seeing any of my students' work, I was told the new design was finished and printed and was being well received. Can't wait to see the new design the next time I order take out.
Ameci Pizza take-out box: rebrand
Creative direction: Be conservative!
The owners of Ameci are of Italian ancestry and want the graphics on their take-out box to say: “Old World Italy”. This can be accomplished by using a map of Italy, the Leaning Tower of Pisa, a red and white table cloth, the colors of the Italian flag, etc. Your challenge as a designer will be to take these stereotypical images and create something new and original. Due to the budgetary limitations, the graphics can only be two colors. Printing method is flexography.
Creative direction: Be unconventional!
The younger owners of Ameci want a fresh, new look for their restaurant that doesn’t include “Old World Italy” imagery. The rebrand starts with the cover of their pizza take-out boxes. They want the look and feel of the graphics to be fun, contemporary, cutting edge. Imagery, patterns, photos and illustrations should appeal to young people. The designer can graphically reference the pizza product itself, or just suggest a feeling or mood. There are no budgetary restraints for printing and the corrugated box does not have to be square.