50 | Regulars / Branding and design Option 6Comparing design solutions is a crucial component during the prototyping process. For the Wildfare project, we compared coated vs uncoated; metallics vs no metallics; embossed vs not embossed; glossy vs matte; smooth vs soft touch. This option uses the exact same production techniques as Option 4, but is produced on an uncoated label rather than a coated one. Our considerations include: how does the stock affect the imagery of the olives? The readability of the small typography? The logotype? The vivid color palette? Is it strong enough to support the gradient background representing a rising sun over the Mediterranean Sea? Because this option eliminates all metallics, it certainly aligns with Wildfare’s sustainability goals.Prototyping: Cog, LLC; Photography: Guy WelchCurrent Wildfare Inside our minds packaging and our processThe current Wildfare label While the enhancements in is produced on a metallized each option are focused on adhesive label. The design Wildfare’s iconic mosaic fower, leverages opaque white to prototyping also allows us to control the metallic effect on consider every element of the the label and to create contrast design: the vivid color palette, between graphic elements. the logotype, the readability Wildfare’s iconic mosaic of small typography, the fower and logotype are fully smoothness of the gradient, metallic, which creates a sense and the CMYK process of the of luxe, while the background imagery.has 50 percent white behind The next step for this the CMYK to give the gradient prototyping process is to apply just enough sparkle. these labels to the actual, flled To ensure accuracy and olive oil bottles and see what contrast with metallic they look like on the shelves elements, the olive imagery in various retail environments. and product name have Which catches a shopper’s eye 100 percent white behind the best? How do they look the CMYK. next to their competition? Additionally, Wildfare’s What happens to their look mosaic fower, logotype, and in various lighting conditions? olive imagery are followed What makes someone reach out up with UV spot gloss. The and pick up our beautiful bottle new prototyping exploration of olive oil over another? uses coated and uncoated That is really the determining white labels to improve the factor: ensuring that the packaging’s recyclability, and printing and fnishing not only the prototypes employ various make the vision of the package foil stamping and embossing design come alive, but maximize techniques to maintain their its impact on the shelf and in Photography: Brook Road Photography premium-ness. the hands of the consumer.Thank you to both Guy Welch Photography, guywelch.com and Brook Road Photography, brookroadphotography.myportfolio.com.Vicki Strull is a packaging designer and strategist who advises top-tier and emerging brands on how to leverage the power of print and packaging within their omnichannel marketing strategies. Through MarketWise Academy Vicki teaches master classes on next-gen print + digital marketing strategies and techniques for designers, marketers and brand leaders. Join fellow trendsetters at vickistrull.com or follow Vicki on LinkedIn @vickistrull.Cog is a development and prototyping company that specializes in secondary packaging. Cog partners with both global and start-up brands to bring their vision to life through prototyping and pilot programs – an essential ‘cog’ in the design process prior to manufacturing. To learn more about Cog’s work and services, visit cogdriven.com.labelsandlabeling.com