For this redesign project, I'm aiming to enhance the aesthetics of the product as well as making the information more legible. The original design suffered from a so-so graphics and bad typography that doesn't show the information hierarchies well. It was a bit hard to know what kind of olive oil it is from the original system, and the back label was really hard to read.
The number of information as well as its hierarchies are very large, especially on the front face of the product. The product information includes its name (Extra Virgin Olive Oil), its brand (365 Everyday Value), its product line (Organic), its flavor (Mediterranean Blend or Italian), its property (Cold Pressed), and volume of the bottle. These information have different importance, and it is crucial to nail them down to inform the user the most important ones first.
Since olive oils are always at the highest end of cooking oil products, they are almost always associated with healthy lifestyles. Because this product line is also organic, I chose to make the design to tell the green and natural aspect of the product.
Humanistic serif typefaces are usually great at resembling natural feels due to their calligraphic feeling and organic letterforms, so I narrowed down the choice of typefaces to a list of humanistic serifs. At the end, Monarcha is chosen to be the main title face of the product thanks to its natural feelings and dancing letterforms. Frutiger is also chosen as the face for displaying small texts, as sans-serifs are normally more legible at very small sizes.
Since there are so many information hierarchies, I chose to place an image in the center of the label which separates information apart into the top part and the lower part. The top part would have the product line, product brand as well as the product flavor as they are the most important information. The lower part would have the product name, product property, as well as the bottle volume. I chose two photos of olives with branches with similar lightings to separate them apart for two different flavors. The two photos have different color palettes, further helping their distinctions.
Front of the label, featuring many different information hierarchies from title like name (Extra Virgin Olive Oil), its brand (365 Everyday Value), its product line (Organic), its flavor (Mediterranean Blend or Italian), its property (Cold Pressed), and volume of the bottle.
An information-heavy backside of the label. None of the original information is discarded. Legibility is greatly considered.
The original label design on the shelf