Barbara Knopek - Legutko

W. Legutko

Rebranding, packaging and logo redesign
Duration: 10 weeks
Tools: Manual sketch, Adobe Illustrator, Adobe Photoshop
Status: Personal project

Introduction

This project is a visual redesign of flower seeds packaging. It was student assignment as a part of Graphic Design course, focused on packaging rebranding. The task was to come up with a new look and feel for a selected company, preceded by a research on company’s background, its products and competitors. Final part was designing
a marketing campaign poster.

Process
Step 1: Research

The W. Legutko company distributes seeds, plants and garden accessories.
It was established in 1992. After taking a look into e-shop assortment we can see that packaging looks a bit old-fashioned and outdated. What's more, layouts and design choices of packages seem to be inconsistent.

Main goals for this projects are to:
– modernise the packaging
– find a common graphic language for packaging of various products
– create a more readable layout
– redesign the logo

Step 2: Logo redesign

logo W. Legutko, source: www.legutko.com.pl

Current company logo looks heavy and old–fashioned. By researching current trends and competitors I followed these steps to work on refreshing the logo. To find clues and keywords I have first created a mind map:

Mind map helped me define keywords for a logo idea, provided by miro.com

Next step was about rough sketches and putting ideas from mind map into a visual version.

Rough pencil ideas for W. Legutko logo redesign

From paper I took it into Adobe Illustrator. While exploring different ideas I mainly focused on leaves, seeds, and flower cup's structures. Following current logo design trends, I tried to keep it simple and minimal.
I experimented with different font types to see which one works better. At the end of this process I had four main propositions, which are showcased below.

1st proposition

2nd proposition

3rd proposition

Logo propositions for W. Legutko

Next step was to analyze them and choose the best logo idea. The 1st proposition looks nice and sharp, yet is too strict and balanced. In my feeling it would be more suitable for a pharmaceutical company, where everything needs to be well measured and put in order. For me this idea doesn't fit into this project well. Next two ideas, even though more light and easy–going, seemed too funky and childish.

After few experiments with shapes and fonts, I came up with a 4th idea. The sygnet was designed by following golden ratio rules, so it symbolizes harmony and perfection often found in nature, yet it is put in pair with imperfect, hand-written logotype. Linear and oval structure makes them work together. Overall, it appears to be friendly and positive, just as activities in the garden can be.

Golden ratio used for a sygnet design

4th logo proposition for W.Legutko

4th logo proposition for W.Legutko in color

Logo proposition for W. Legutko

Step 3: Package design

My idea for this project focuses on designing a packaging for flowers seeds. This step started with searching for inspiration and collecting references. I decided to go with flat vector illustration, since it was one of main trends in packaging design at the time when I was working on that assignment, which was the end of the year 2020.

Package design was created in Adobe Illustrator. I used reference photos of certain flowers to get an idea about its shapes and proportions and to try to recreate them in simple, flat shapes.

I decided to go with calm, pastel colors. Each package has one leading color. Final packaging design are showcased below: