L O G O, P A C K A G I N G & B O O K L E T
for
K A T L A V O L C A N I C R O C K T E A P O T
Katla is the story of an old Icelandic witch, she was the housekeeper to an Icelandic Abbot, but more frequently known as a frightening and bad-tempered woman, not to be crossed. She possessed a pair of magic breeches and whenever she wore them she could run faster than the wind and never grow tired.
The Abbot ́s shepherd Barði was terrified of Katla, careful to never offend her, in fear of her fiery punishments. One day, when Barði didn’t return with all the sheep he became desperate, using Katla's breeches to find them before she returned. However, Katla knew all. Furious with Barði for stealing her breeches and trying to deceive him, she drowned him in a barrel of wine.
Katla cast an illusion, so whenever anyone approached the barrel they were fooled into believing Barði would reappear. Katla soon began to fear her secret would be revealed, so put on her breeches and sprinted to the top of Mýrdalsjökull glacier, launching herself into the volcanic canyon below.
Thereafter, a disastrous glacial flood occurred. Since then, the concealed volcano has been known as Katla, still wreaking havoc upon the landscape of Iceland with its terrifying eruptions.
Katla is a luxury Icelandic homeware brand inspired by Icelands unique landscape and folklore filled heritage. This packaging has been designed for Katla's teapot crafted out of volcanic rock.
The teapot packaging portrays the dynamic yet subtle landscape of Iceland through the use of considered materials. Application of a textured black stock for the box represents the black volcanic rock prevalent throughout Iceland’s unique landscape, along with the smooth slip case embodying the soft appearance of geothermal mud and solidifying lava. Green textured paper included in the booklet along with the green ribbon pull tab is reminiscent of the moss found across the Icelandic landscape. The linear forms across Katla's branding embodies the contours of Katla the volcano, whilst referencing layers of volcanic ash and rock. As a subtle hint to the hidden people of Iceland, the lines resemble creatures of their folklore tales.
The packaging is produced with deep textural blacks with subtle black ink printed on top, featuring hints of moss green throughout, culminating in an overall feel of luxury. Sustainability has been kept in mind for this design, therefore, it's made from 100% environmentally friendly recyclable paper. The packaging does not include the use of glue for any of its structure, a mandatory element of the design brief, but utilises folds which apply pressure upon one another.
A booklet explaining the heritage and story behind the establishment of Katla and their products is included within the box, crafted with the same materials as the box packaging to achieve cohesion. Hand drawn illustrations relevant to sections of the booklet are included throughout as divider pages, referencing the quality and time that goes into crafting the handmade luxury teapot.
Please note, this is a hypothetical product for a student project. Thank you.
