Art & Design students on the Access to HE and Foundation Degree (FdA) courses at Kingston College have produced new craft beer labels and packaging ideas for The Park Brewery in Kingston upon Thames. Their tutor, Alexa Ergatoudis, approached the local company to provide a real client for her students’ packaging brief - and husband and wife team, Josh and Frankie Kearns, were very happy to oblige.
The project started with a trip to Richmond Park, the inspiration behind the brewery, and following a client briefing students produced designs for three different craft beers from the brewery’s core range. Co Founder and Head Brewer, Josh Kearns, was very impressed by the students’ professionalism and their ability to produce fresh and exciting new concepts for their beers.
Students learnt about the vital role that product packaging plays in consumer decision making; how it communicates many things about the product and the company, while targeting identified consumers with the clever use of descriptive, emotive and persuasive design.
Alexa explained: “There are thousands of products on the market vying for our attention; research suggests one-third of a consumer’s decision-making is based solely on product packaging. Therefore, to succeed, brand packaging has to stand out from its competitors and needs to speak clearly to the target consumer. The students’ designs have succeeded brilliantly in this respect!”
Student Bobby Chowdhury added: “I really valued what we learnt from working with a real client, it was a really well devised project”.
Another student Stephanie Afonso said: “I really enjoyed seeing the different design solutions that all the students created.”