Crown Maple ProcessAugust 30, 2011
Crown Maple’s identity started at the tip of a pencil.
After gathering images that matched their hard-working high-quality approach to tapping organic syrup, we put our thoughts on paper, where we can explored many concepts. The sketch process allows us to explore a wide range of ideas without investing too much time on the computer, rendering ideas that might not work in the end.
We discussed our findings with the sketches, honing in on ideas that would translate into potential identities, and set out reworking our sketches digitally. From here we were able to narrow down our options even more, resulting in four potential identity directions.
The final identity evoked the natural elements and refined nature that represents Crown Maple.
The brand communicates the fusion of natural goodness of the real maple syrup and the sophisticated, state-of-the-art production techniques that make it the purest maple syrup on earth. Graphic iconography influenced concept package design and collateral.
Nice identity work up to the bottle. It looks more like a high end shower gel than maple syrup. A photoshop of it on the shelves with others would demonstrate thus. Hasn’t got the eat me I’m tasty feel at all.
I guess Simon doesn’t like Whiskey — looks delicious to me.
… and to me.
Nice work!
[...] Crown Maple Process Really sweet (pun intended) branding and packaging by Studio MPLS. (via Tymn Armstrong/twitter) [...]
Excelente trabajo, muy buena conceptualizacion.
Fantastic work. I also thought it was liquor at first glance. While I agree the packaging doesn’t evoke an immediate response similar to ‘typical’ syrup packaging…I personally prefer the tension evoked by how unique this brand is in comparison to others.
I thought it was bourbon at first glance, but what a fun surprise when you see it is maple syrup. Who says they can’t have similar feel? They both derive from the purity of nature. I love this piece. Great work!
Great work! Thanks for showing the process.
[...] // Studio MPLS [...]
I have to agree with Simon Page. I did product design for a hotel amenities company for about 8 years. This simple and beautiful look was what I sought to create for that market. It’s a kind of shower gel/shampoo appeal that I see here. But, that might actually work in a merchandising situation where it will stand out from traditional packaging.
Lovely use of type and label placement too.