project  —-  

Plus±Minus Retail

class  —-  

Packaging 4

instructor  —-  

Thomas McNulty

Category/  

Branding

Packaging

Print

Collaborative

Keywords/  

Community

Artisanal

Craftsmanship

Team Members/  

Melissa Ho

Hye-Min Lee

John Nelson

Maggie Leung

background  —-  

Plus±Minus Retail is a place for the community to enjoy a modern café experience inside a gallery environment. It's a place that encourages and promotes the sentimental interactive values between people and products. The rising popularity of the coffee culture in America, along with the importance of consumer experience, call for a communal space that can provide both. Plus±Minus is a three in one stop—a boutique retail, a café and an artist workshop, taking consumers from one space to another, experiencing each product before purchase. 

approach  —-  

All products from Plus±Minus subbrands are closely related to one another, and similar in such that they are premium products that are crafted with care. Hence, the packaging has to also reflect the artisanal and craftsmanship of every product. A range of graphics are being used, from texture, to images, to line art, emphasizing the importance of materials and functionality. This allows for all products of the brand to be tied together while still leaving room for expression of personalities for each subbrands.