A grassroots marketing exercise for the conference given by Paul Vickers and Nathalie Templier: showcasing Nantes and its specialties with promotional packaging. The question brought up to Third-year students in Graphic Design in attendance during the intense, week-long session in January 2013 was a haven for brainstorming.
Local products, regional advocates?
Choosing a local specialty, a company or an institution in the area, and creating brand identity with signs and objects alongside special packaging that doubles as a signature were the challenges set forth by Paul Vickers (2010 lecturer on “H²0 ecology - the new luxury”, and “organic” luxury in 2011) and Nathalie Templier (Course Leader for Graphic Design undergraduate studies). "Designed by Nantes" or "design in Nantes" were among the proposals aimed at creating a label that features products and concrete situations.
From ships to chips
Students in teams of four tackled the issue, and came up with a series of solutions ranging from regionally-made goodies to ship-building, not to mention airports, pyramid-shaped hard candy and sea salt from Guérande. Below is just a handful of examples…
Laurette Bigeart, Flora Brochier, Jean-Baptiste Henrio and Anh-Thu Tran decided to expand the Nantes-native Muscadet wine family with an appropriately-named younger sibling, “Cadet”, offering a more modern look in its Tetra Pak™-like packaging. Nantes’s creative pool is symbolized by a constellation of dots on the label’s logo.
Antoine Bardet, Marine Bodin, Lola Charpentier and Florian Pondevie bundled up the local Curé Nantais cheese in an origami jewelry-type box dotted with simplicity and a touch of elegance reminiscent of Japan.
Théo Boussion, Nassim Bouaza, Marc Lecerf and Simon Rochard had those with transcontinental connections at the future Airport of Greater Western France in mind when they devised their sleek and use-rich travel kit aimed at seasoned travelers and on-the-go ambassadors. Maëva Baron, Camille Dechartres, Marine Gaillardon and Marianne Javelot spread their idea all the way out to the coast and ship-building capital Saint-Nazaire with their origami game, whose little box houses silhouettes of various vessels.
Every solution brought to the table underlines Nantes’s inherent qualities, be it openness, creativity or value-embedded meaning, and conveys relevance and originality.