Faculty of Design

Graphic Design

Michelle Di Raimo

Clover Leaf Redesign

My final Clover Leaf® redesign takes into account engaging packaging techniques whilst utilizing environmental initiatives that come with tin cans over pouches. Through primary and secondary research, I decided to target family demographics and health conscious individuals that want quick protein. All things considered, I revamped the previous colours, layout, and style in order to add a new and improved contemporary feel.The improved design is more eye catching and playful as it includes bold graphics and a QR code that directs consumers to the Clover Leaf website. As a result, consumers become more engaged with where their food comes from, highlighting the "Trace my Catch" initiative Clover Leaf has already launched. I strongly believe that the products we purchase should be tasty as well as pleasing to look at in our pantries. When looking closely at the graphics, the single dot on the fishes mouth highlights the line and pole fishing initiatives that Clover Leaf strives to uphold. The new can design is cohesive across all three SKU's and each flavour is easily identifiable on just the colour and fish imagery alone. Finally, I proposed that all cans have a fun fish tail pull tab. This small element is creative, practical and convenient for the consumer as there is no need for a can opener.