The goal of this assignment was to create a comprehensive project that piqued my personal interests in design, as well as solved a problem for a niche audience. Through researching more about my interest in films, I realized that there is an increase in demand for at-home entertainment, but watching a movie at home lacks the physical experience of going to a theater; this is especially relevant at present since many theaters have closed due to the pandemic. Therefore, I decided to create a mock brand called FEATURES that sells curated boxes of objects and snacks based on films to provide film enthusiasts with a physical experience for watching a movie at home. The deliverables of this project include: a brand identity system and logo, packaging with original photography, and a website to sell the products.

The challenge of this project was creating a flexible brand identity that conveys the style and genre of each film showcased, while also remaining cohesive to a distinct branding system. To overcome this challenge, the style of photography and colors of packaging for each box are in the likeness of each individual film, while the typefaces, mark, and imagery manipulation remain consistent to the brand on all deliverables. The manipulation of imagery consists of overlapping images to suggest the idea of a “moving picture,” as well as grainy photography to convey a cinematic effect.

The success of this project lies in engaging imagery and packaging that showcases each film, while also achieving a simple and cinematic style that remains consistent to the brand throughout all deliverables.