Smedjans horseshoe nails, part #1
Photography & retouch: William Carl Farnell, the photos used on the packaging were originally taken for another purpose and lent to me for this project. Click the link above to see more stunning photos! The photos of the end result, and the research related ones were taken by me.
This is a summary of my degree project from Mid Sweden University and the International Masters Program in Packaging Design and communication. In this project I highlight a niche where there in my opinion is a lack both in visual innovation and functionality in the packaging. I also show how to use packaging design as a tool to build a brand with potential to become unique in its industry with focus on function, identity, and communication.
The result of my degree project is a book documenting the process of building the fictive brand "Smedjans".
Analysis: A horseshoe nail is not just any nail. But it is packed, sorted and branded as if it were! A farrier is a proud craftsperson in a dirty and rough environment that demands functional packaging with easy access also when working in uncomfortable positions.
Problem: There are hundreds of combinations of sizes, firmnesses and lengths of horse shoe nails due to the different use, but in general the communication on the packaging says very little about the use for each type, and the products from the different brands look similar. During work, there is a problem that packages can rarely be resealed, dirt enters the box, and the nails rust, many boxes are difficult to handle with gloves on, and when dropped to the ground, the content falls out, and some plastic boxes tend to crack when used in sub zero temperatures. When placed in the farrier tool cart or in the car, the sizes and types of the nails are generally not visible. The lid has a tendency to be in the way during the course of work.
Solution: Easy to read typography with a hierarchy where the most important information is most visible and image-building photographs that draw attention to the shelf and give more shelf-impact. Robust materials, the construction can be dropped into concrete floors without opening, it can withstand liquid and is dirt repellent, it is even solid enough to stand on! The matchbox assembly makes it easy to open even when wearing gloves, a stop at one end of the sleeve makes the box more likely to stay shut when dropped to the ground. At the back of the boxes there is information about the usage for the respective nail size and type. The silver cardboard sleeve gives the photos a luster and contrast to the matte white print in both touch and appearance.
Smedjans compared to existing brands: The subjective image language builds a mood around the brand that distinguishes Smedjans from the competition. In most other product categories like perfume, fashion, alcohol and other "image products", the trademarks often appeal to emotions. The message is meant to create a response in the heart rather than the brain. The strategy for Smedjans brand is to be an image product rather than a utility product. The general impression of most brands in the category is that they are just selling nails, rather than communicating specific values our communication any emotions. Because so little is done there is every opportunity to get an interesting position. In addition, communication on the boxes is often sparse. Consumers need to know what dimension and type is in the box, preferably without having to pick it up to find out. Few brands explain the use of the nails on their boxes. Knowledgeable shopkeepers, or a skilled farrier, need to know what all sorts of horse shoe nails are used for. Smedjans clearly communicates what the boxes contains and what characteristics and use that very nail has.
Typography: Packaging typography need to be legible and clear at a distance; the typographic surface shall be designed with regard to the shape and structure of the three-dimensional surface and understood by a broad target audience. Sans-serif fonts work well in shorter texts and are clear at distance, therefore they are well suited for packaging. I chose to use Akzidenz-Grotesk for Smedjans as it is a legible, timeless and neutral font without unnecessary decorations that draw attention from the text message, it is a strong font that matches the rough photos.
