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Student Work
Brief: Develop a logo and packing design for a product of your choosing.
Concept: Mr. Bonaparte cheese, manufactured in New Jersey, NY.
Approach: When approaching this brief I not only wanted to create packaging that would stand out from its competition, but also have a solid concept behind it.
Mr Bonaparte is based on Napoleon's older brother Joseph, who at the end of napoleonic era fled to the United States to live in a small town in New Jersey. Although supposedly in exile, Joseph (or Mr. Bonaparte as he was known by the locals) lived an extremely lavish lifestyle, constructing a large estate for himself, complete with artificial lakes and imported European swans.
I decided to use this piece of history as a springboard for the concept behind my packaging, in which Mr. Bonaparte also brought with him imported cheese from France. This cheese, which became so popular with the locals, inspired the cheesemakers of New Jersey to set about re-creating the delicacy for themselves. In the end the recipe was so good, it even gained approval from Mr Bonaparte himself and has passed down for generations, to be used for the Mr. Bonaparte cheese.
When designing the packaging I wanted to capture the eccentric and flamboyant nature of Mr. Bonaparte. The visual language used throughout the packaging is inspired by the rococo movement, which developed in the early 18th century in Paris. The packaging draws upon the aesthetics of this movement by the use of bold, light colours and asymmetrical designs. The logo, which shows Napoleon Bonaparte holding a baguette instead of a sword, evokes the same wit and theatre throughout this period while also adding to the quirky persona of the brand.