When it comes to packaging design and illustration, few can compare to talented all-rounder Anna Hancock as these concepts and final artworks for FMCG Packaging in Australia show us.

Last year Anna had a request from a Sydney agency to provide character based pencil concepts for some FMCG packaging aimed at children aged 2-7 years.
Dairy Farmers were re-launching their Kids Selection range and they needed a design that would successfully transcend that kids’ appeal across milk, cheese and soft dairy. At this stage Anna was asked just to focus on one product – in this case – Custard.
In the brief were a list of “must haves” including a new cow character; and some indication of an Australian farm to represent the origins of the product and emphasis it’s “natural” qualities. Although the design should grab the kids’ attention at point of purchase, it was important that it also reassured the parent that the product was healthy, natural and family friendly.

concept 1: nursery rhyme theme – replacing popular nursery rhyme characters with a Dairy Farmers cow character.
concept 2: DF cow and farm friends

concept 3: Family fun – a calf and his parent having fun in the countryside. (including flying kites; piggy backs; picnics)
concept 4: Animal farm – Dairy Farmers Cow as a farmer.

These roughs were emailed to the design studio, who presented these and their own concepts to their client.
Following the client’s feedback, the design team in Sydney took over on the design development.
Once the final design had been signed off, Anna was then asked to provide further roughs for the final illustrations, working under the direction of the creative team in the studio.

Despite being on the opposite side of the world and in a totally different time zone to her client, Anna was able to keep on track in terms of progress and direction by sending daily work in progress files to the design team in Sydney. In return they would reply with their comments and direction.

When eventually the final illustrations were signed off, Anna uploaded a 300 dpi layered file for the studio to collect. This enabled them to use the illustration across a variety of dielines and formats.

Categories: The illustrators