Retail Store + Brand Extensions (Student Project)

Derrick Lin


Designer: Ana Paulsen
Photographer: Don Paulsen
Project Type: Student Project
School: Academy of Art
Course: Package Design 4: Advanced 3D Branding & Product Development
Tutor: Thomas McNulty
Location: Roseville, CA, USA

Retail Store + Brand Extensions ( Utopia, Arcadia, Pie in the Sky, Cloud Nine)

Project Objectives: create an entirely new retail store and packaging for an extensive product line, taking in consideration what the company provides, target audience, location, architecture, etc. It includes house and private brands, designed accordingly to their unique selling point.

Project Outcomes: for this project I created a completely new main brand and three brand extensions. The parent brand is Utopia, a specialty meat boutique with all organic and extraordinarily fresh meats. Along with the meats there are also cheeses, various pasta, and a variety of crispbreads. The designs and packaging are meant to reflect the exclusivity of the products and to showcase the high level of freshness provided by the brand.

The first brand extension to Utopia is Arcadia. For Arcadia I created a line comprised of cookware, kitchen utensils, and a line of spices, rubs and sauces to complement the house brand. The packaging and label designs are made to coordinate, in look and feel, with the main brand.

The second brand extension is Pie in the Sky. For this extension I created a line of gourmet dessert products and a line of organic flavored milk. For this brand’s design I chose to use all white packaging in order to convey the purity of the ingredients and freshness of the product. The label designs coordinate with the parent brand, but I relied on a softer tone to give the design a lighter feel.

The third and last brand extension to Utopia is Cloud Nine. This extension is comprised of fresh seasonal fruits, vegetables, and freshly pressed juices. Due to the nature of the products they do not have labels or standard packaging, but I created a branding to be used for multimedia purposes.

Packaging Contents: Meats, cheese, crispbread, various pasta, kitchen utensils, cast iron pans, tea kettle, tagine, rubs, sauces, cookies, cupcakes, tarts, cakes, flavoured milk, seasonal fruits and veggies, fresh juices

Packaging Materials: Seed paper bags (plantable bags), paper mache boxes, greyboard, covered fully inside and outside with art paper flood printed with matte lamination, glass bottles