CATEGORY

Basic Identity Applications

LEVEL

Student

RANK


DESIGN CREDITS

School

School of Visual Arts

Illustrator

Hee Ra Kim

Photographer

Felix Nam Hoon Kim


TAGS

, , , , , ,


LINKS

Hee Ra Kim

Pure’s Food Specialties, Inc. by Hee Ra KimPure’s Food Specialties, Inc. by Hee Ra Kim

CLIENT

A third gen­er­a­tion, family-owned and oper­ated cookie man­u­fac­tur­ing com­pany located in Chicago, IL.


BRIEF

I chose these cookie boxes from a 99-cent store. My goals were first to repack­age them while think­ing about my respon­si­bil­ity for the envi­ron­ment and, sec­ond, to make them look as if they cost dou­ble the price.


APPROACH

First, I researched my sub­ject within its indus­try, while look­ing at their com­peti­tors. I did lots of con­cept sketches and sug­gested mate­ri­als and col­ors. I built actual three-dimensional com­po­si­tions tak­ing into con­sid­er­a­tion each side of the prod­uct, and then I final­ized my designs focus­ing on chil­dren as my tar­get audience—because they love cook­ies. The final prod­uct uti­lizes illus­trated cookie mon­sters with die-cut mouths to reveal the cook­ies through the mon­sters’ mouths.

The assign­ment was to pick any prod­uct from the 99-cent store and redesign it. Hee Ra’s approach com­pletely sur­prised me. She quickly under­stood the audi­ence of her prod­ucts: peo­ple that love cook­ies. Cook­ies are not only for chil­dren, but they also remind you of child­hood and fun times. Her mon­ster mouth illus­tra­tions make her pack­age not only stand out next to its com­peti­tors, but also have a life on its own after­wards. The reusable aspect of pack­ag­ing in today’s age is equally impor­tant. — Julia Hoff­mann, Pro­fes­sor at School of Visual Arts

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