TINNED
REINVENTING
CANNED CUISINE.
Overview
TINNED is a canned food brand that is reinventing canned food to be appealing to a modern audience which stemmed from my cravings of sardines and other canned delicacies. Through eye-catching vector visuals and cunning commentary, TINNED is revolutionizing the way canned food is perceived in modern society.
Excessive food waste has been a major problem in the context of sustainable consumption in recent years. The contemporary consumption method of purchasing in bulk has led to environmental concerns of packaging and food waste. As a response, studies have attempted to debunk these concerns by innovating aspects of canned foods that caused the decline in consumption. However, canned food brands are focusing on the health benefits and less so on the design of packaging which consumers make their judgements on. With TINNED, I wanted to make a brand experience that was exciting for each consumer.
Personality
Convenient
Clever
Informative
Assets
Logo
Packaging
Zines
Exhibition
Case Study
Typefaces
Rama Gothic C Bold
Sofia Pro
Completed
Thesis project
Spring 2024
MISSION
TINNED offers a wide range of canned food options tailored to contemporary tastes and lifestyles. With a focus on uncovering historical stigmas regarding the safety of canned food, each TINNED product is accompanied by a zine which aims to teach consumers about the canning industry and how to implement cans into tasty recipes. Through enticing design, TINNED is reshaping perceptions of canned food, positioning it as a convenient and delicious choice for today’s busy consumers. Embracing the versatility of canned goods, TINNED encourages people to explore new culinary possibilities while reducing food waste and supporting a more sustainable future.
TINNED’s goals are to:
+ Increase the consumer base of tinned food
+ Influence current perceptions of tinned food
to be more positive
+ Promote tinned food as healthy
+ Highlight modern misconceptions the public
has about tinned food
VISUAL IDENTITY
Cans are packed full of nutritious produce and protein which typically leads to the inside appearing unappetising. The condensed wordmark highlights the stuffed contents and will often be interrupted/intruded by the specific canned product.
Color is a quality that canned foods can retain through modern preservation techniques. The logo often appears on bright primary color blocks to represent the capabilities of canning, maintaining the vibrant colors of fresh produce.
ILLUSTRATIONS
Simple organic vector line illustrations provide a clean and expressive illustrative form which gives all of TINNED’s cans personality and identification. The vector art illustrations create a core brand identity that appears more friendly and hip.
This style of vector illustration was inspired by old school cartoons with bold outlines and color blocks. Although TINNED is pushing to appeal to modern audiences, this nod to retro art style is exciting and traditional. Outlines are done with darker hues as opposed to black to show interaction between foreground and background.
HEX CODE
#F04D23
RGB
R: 240
G: 77
B: 35
CMYK
C: 0
M: 9
Y: 100
K: 0
HEX CODE
#EDE6DB
RGB
R: 237
G: 230
B: 219
CMYK
C: 5
M: 7
Y: 12
K: 0
HEX CODE
#00A14D
RGB
R: 0
G: 161
B: 77
CMYK
C: 84
M: 9
Y: 98
K: 1
HEX CODE
#231F20
RGB
R: 35
G: 31
B: 32
CMYK
C: 69
M: 67
Y: 63
K: 73
HEX CODE
#FFD336
RGB
R: 255
G: 211
B: 54
CMYK
C: 1
M: 16
Y: 88
K: 0
HEX CODE
#0094C7
RGB
R: 0
G: 148
B: 199
CMYK
C: 79
M: 27
Y: 7
K: 0
"I used canned beans quite regularly. Black beans and red beans for chili, cannellini and other white beans for soups and chickpeas for hummus. I don't really have a brand I prefer, I usually just get the organic store brand offering. I used can beans because they are always perfectly cooked (cooking beans can be tricky at times, using canned beans save a lot of time as well. I opt for the organic ones because to me they are more heathy (less or no additives, etc.) For me, a good option is one that has consistently cooked beans, not an abundance of sodium and genuine bean flavor. "
- Chef from America’s Test Kitchen
MANUFACTERED BUT NATURAL
To emphasize the natural properties of the canned products, illustrations will occasionally interrupt content across the can. Specifically, the TINNED logo will intertwine with the illustrations on the can. Informational content is typically contained in rounded colored rectangles displaying rigid design which interacts with the organic illustrations.
IN THE SUPERMARKET
TINNED is designed to be displayed at supermarkets as a cohesive collection of canned goods. This means that consumers can find every TINNED product at one section of the aisle, creating a moment of bright colors and convenience.
TINNED ZINES
To push the consumer engagement to the extreme level, TINNED produces zines to be included in every canned good purchase. Zines are used as a mode of communication intended to develop identity and promote awareness. TINNED zines are designed to be mass produced and inexpensive so that the price of our cans can stay low. Featured on each zine is a story describing interesting facts about a corresponding canned product as well as unfolding into a recipe poster, of how to cook a delicious meal using a TINNED product.
BRAND VOICE
A clever tone is another core component of TINNED’s identity, expressing the hard facts in a friendly manner. Additionally, a taste of humor while describing information provides a memorable experience that will encourage consumers to view more of TINNED’s products.
The current push against "ultra-processed foods" is adding energy to the discussion and is ignoring competing issues on cost, convenience, and access. So thanks for taking on the cause and for majoring in graphic design, not straight science. Solutions will take a broad view of the food and nutrition landscape and an open mind that canned foods can be beautiful - even if they are purchased at Dollar General.
- Joanne Slavin University Dietitian & Nutrition Professor
As seen in your local grocery stores.
The physical exhibition of the TINNED project was set up in a chopping block to form setting of where a user might see this product.
Viewers were encouraged to touch the cans and zines and learn from the information printed on them.
