YCN - Colour

In order to keep our visual identity consistent whilst keeping the print production costs low, we wanted to use a limited colour palette. I looked at several colour swatches to see which would be the most effective in terms of:

1) Reflecting the Graze brand
2) Working across a range of deliverables including the kraft stock
3) Appeal to the target audience

I initially looked at relatively 'earthy' colours - greens, browns, oranges etc, using the products as a basis of the colour swatches. We decided that yellow was the most effective, especially against the brown stock and its connotations / associations.

Yellow connotes energy, happiness, optimism and is ultimately attention-grabbing. Since it's always been associated with the sun, yellow has traditionally been considered a cheerful color. Yellow is also the first color most people see in early spring, when the daffodils begin to bloom. 

Pantone

We looked through the Pantone Uncoated swatch booklet to source a spot colour we could propose for the packaging / promotional materials. We chose the colour that most resembled the yellow we chose on screen - Pantone Yellow 012 U.