COMPUTERARTS.CREATIVEBLOQ.COM“Understanding where
the product fits into the
consumers story helps
designers fulfil these needs”
MELISSA PRESTON HUNGER
Above Melissa Preston,
Hunger’s design director.
To p Hunger injected
some attitude to the
concept of impulsive
‘grab & go’ snacks with
its character Bazington.Left Mighty Gum’s
wordmark was paired
with organic patterns in
Hunger’s packaging.
Below Hunger’s
branding for Rub ‘a’ Dub
banishes the bland by
adding some ‘hot damn’
to every dish.that sometimes people buy for the pack
itself, and taste appeal comes second.
Baileys is very different to Smirnoff,
which is very different to [energy drink]
Runa, but all of the designs create an
emotional connection. Optimism and
generating joy is in our DNA.”LESS IS MORE
Knowing where the brand and their
product fits into people’s lives and the
need the product has to fulfil, can help
designers link the brand to the events
that they’re part of and even become a
tradition or a trusted part of your daily
life that they rely on.
Hunger’s design director Melissa
Preston argues emotional pull shouldn’t
be underestimated. “Certain foods and
brands can evoke memories from our
childhood, holidays, key events in our
lives or even just be part of our daily
routine – the chocolates you buy at
Christmas, the cereal you give your kids
for breakfast. Understanding where the
product fits into the consumer’s story
helps designers tailor the aesthetic to
fulfil these needs.”
Specialising and working with
beverages, bringing a “creatively rare,
commercially right” ethos to premium
and disruptive clients, Glasgow-based
Thirst launched its sister agency Hunger
earlier this year to focus on premium
and disruptive food brands. “Being a
specialist studio it is important to us to
not form a house style,” says Preston.
“We pride ourselves on adapting to each
brief individually, rather than trying to
force an aesthetic upon the client.”
“The common misconception is that
there’s a need to shout to stand out, but
less is definitely more.” says Dilloway.
“Food packaging should be simple,INDUSTRY INSIGHT