Week 7

Carrageenan: Identifying the variety used by Evoware

I’ve decided to research into the type of Seaweed that Evoware are promoting on their Youtube to use as a base for my concrete poetry influenced typography.
Carrageenan – Indonesian Seaweed that is used for Evoware’s packaging.

Illustrations: based off the images in my research, I started to play with drawing in various textures on Procreate. I wanted to see how minimal I could make the seaweed for using as a basic shape for my typography.

Concrete poetry shaped like Carrageenan seaweed:

  • Final composition of 300 words
  • Image composition of editorial object and text
  • Title added in final – play on words

Feedback:

Look at how the format could be presented in a different way, i.e. a poster. I also felt that the background of the image could be portrayed better, and that I should somehow incorporate texture or even the natural habitat of where sea-weed grows.

Here are some logo positioning experiments I made to get to the first poster layout:

  • Evoware logo bottom left
  • Logo and slogan with white background, bottom left
  • Separating the image with a border, this didn’t look effective with the main image/text
Images: final idea concepts in poster format

I have now presented the Evoware product as seaweed itself and got rid of the images which I feel don’t send a strong message – for instance it’s not clear straight away what the sheets are that someone was holding (in the editorial mockup). As my item is derived from seaweed, and I want the viewer to instantly see that connection I have decided to just highlight this. I think an overlay of seawater in grey looks really effective against the green and highlights the seaweed whilst providing a sense of habitat and texture.

The text is now large enough on a billboard poster that a viewer could read it and understand what Evoware are all about. I have included the company logo (bottom right) and turned this in greyscale as I wanted the seaweed to be the only item in colour as it is essentially my object (the sheets are just in pulp and pressed form!).

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