Th e design challenge was to choose an existing package design and develop a strategy for

improving it based on the needs and desires of the target audience.

Th e existing package has a lot going on and can be distracting for the consumer. To increase

shelf presence, the new design went in a minimalist direction focusing on the important

information on the package. Each fl avour was assigned a diff erent colour so consumers can

easily select the fl avour they want. Th e shape was altered to make it easier to hold and pour the

soy milk, and make it more visually appealing.

Vitasoy Branding and Packaging Redesign 2011

FORTIFIEDSOY BEVERAGE

946mL (32 FL OZ)

strawberryFORTIFIEDSOY BEVERAGE

946mL (32 FL OZ)

FORTIFIEDSOY BEVERAGE

946mL (32 FL OZ)

vanillaFORTIFIEDSOY BEVERAGE

946mL (32 FL OZ)

unsweetened

A Collection of Stories by Beatrix Potter 2009

The only criteria for this book was to use a classical style. To achieve the classical style an

elegant serif typeface was selected and drop caps were done at the beginning of each chapter. To

further the style, embellishments were also added. The layout is very simple and given generous

leading so the type does not appear too heavy on the page.

The cover was also done very simple to go along with the clean design. The detailed illustrations

were added for children’s interest.

8

A Collection of Stories by Beatrix Potter

� �8� �8 9� �9� �9

�

The Tale of Peter Rabbit

Once upon a time there were four little Rabbits, and their

names were–Flopsy, Mopsy, Cotton-tail, and Peter.

They lived with their Mother in a sand-bank, underneath the

root of a very big fi r tree.

“Now, my dears,” said old Mrs. Rabbit one morning, “you

may go into the fi elds or down the lane, but don’t go into Mr.

McGregor’s garden: your Father had an accident there; he was put

in a pie by Mrs. McGregor.”

“Now run along, and don’t get into mischief. I am going out.”

Then old Mrs. Rabbit took a basket and her umbrella to the

baker’s. She bought a loaf of brown bread and fi ve currant buns.

Flopsy, Mopsy, and Cottontail, who were good little bunnies,

went down the lane to gather blackberries; but Peter, who was

very naughty, ran straight away to Mr. McGregor’s garden and

theTalePeterrabbit

of

58

A Collection of Stories by Beatrix Potter

� �58� �58 59� �59� �59

�

The Tale of Tom Kitten

Once upon a time there were three little kittens, and

their names were Mittens, Tom Kitten, and Moppet.

They had dear little fur coats of their own; and they tumbled

about the doorstep and played in the dust.

But one day their mother–Mrs. Tabitha Twitchit–expected

friends to tea; so she fetched the kittens indoors, to wash and

dress them, before the fi ne company arrived.

First she scrubbed their faces.

Then she brushed their fur.

Then she combed their tails and whiskers.

Tom was very naughty, and he scratched.

Mrs. Tabitha dressed Moppet and Mittens in clean pinafores

and tuckers; and then she took all sorts of elegant uncomfort-

able clothes out of a chest of drawers, in order to dress up her son

theTaleTomKitten

of