For our mood board, we wanted to use colours associated with baking ingredients and natural looking colours, as well as some bright and fun colours to attract interest to the product on the shelf. We wanted to respond to the macro trend of conscious consumption using organic looking and feeling materials and colours. However we don't want our product to look boring, so we're looking at using bright/fun colours as highlight colours to keep the packaging interesting and able to draw the eye. These bright colours also serve to provide a visual trigger for sweet foods and products.
In regards to imagery, typefaces, and style we wanted to use a more retro feel, to respond to the macro trend of interest in buying from local brands that have an established history in their market. We want to use the retro aesthetic to convey this sense of history, and also have the appearance of the packaging being in an imperfect, homemade style, to move away from the very artificial connotations that come with 'pre-made' biscuits. We were thinking of using the 1920's/30's style as inspiration as this is when Ernest Adams was founded, but may use aspects of other decades to inform our design in order to make it more fun.
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