I start with thumbnails. They are really just notes to myself, nothing fancy. I expand upon them and develop the design on paper and in the computer. First, a thumbnail:
The idea here was a folkloric look. It’s for a product in Southern California and I was thinking about a Mexican feeling.
Next I worked on the circular sprouted nuts and seeds design, which is expressive of the ingredients—which is what sets this brand apart from all the other granolas on the shelf. I started with this pen and ink drawing by hand, which I then scan into the computer.
Here is how the design started on the bag. I thought a texture would suit the product. This is a concept layout. I would show this to the client as a first round.
I cleaned up the circular design in the computer, printed it out and went over it with tracing paper. I must have done 4 or 5 rounds at least. Here I perfected the circle:
I ended up simplifying the design and having only one half circle instead of a design on the top and the bottom.
Here is the refined design on the bag. At this point, the client suggested a vibrant color instead of pastels and the bag really began to take shape.