As promised, I asked a couple of people - artists, creatives - to share what their creative process looks like. And today my friend Jeremy Slagle lets us have a look into where he draws his inspiration, and what he does with it.
Jeremy is an award winning designer and the founder of Slagle Design. In the opinion of many he is a master of his craft and the best designer in Columbus. He tells us about inspiration behind the Luna Burger brand and packaging.
For me, inspiration comes from many different places. As a designer approaching a new project, I do my best to remove any pre-conceived ideas before I have had a chance to do a “deep-dive” into the client's unique situation. Who are they? Why do they exist? Who are they talking to and why should they care? Who else occupies their space in the market?
For Luna Burger, as with all of my food clients, we hold our first creative meeting in a grocery store, typically Whole Foods. My first source of inspiration is my client. Why did they decide to leave their career to start a veggie burger company? Does the world really need another veggie burger? If so, why? I find that most of these answers come from the people who have done the hard work: the client. In Luna Burger’s case, the owners are passionate about a plant-based vegan diet. They saw how their diet had a radically positive impact on their health and lifestyle. They simply wanted to take their knowledge and expertise and share it with the world.
Luna Burger didn’t set out to create another veggie burger. They created THE veggie burger, made only from plant-based ingredients. While other companies were doing their best to make a product that looked and tasted like a hamburger, Luna set out to reset the standard. It’s a veggie burger that is supposed to taste like the ingredients, not mask them with fake flavors.
With this in mind, we created a package that stood out among the competition in the frozen food section. While others showed photoshopped images of meat-like burgers on their packaging, we decided to focus on the ingredients. My partner and strategist on the project came up with the idea: “What if we literally show a kaleidoscope of the key ingredients on the box?” It was a brilliant move.
Because of the inspiration given by my client’s passion, my strategist’s insight, and finding the “whitespace” in the market, we were able to create an effective and inspiring brand and packaging that brought the entire project together into an aisle-stopping brand presence.