The Lazy Farmer is featured relaxing on each package as he waits for the products to age sufficiently.
, but as he points out on the back of the package, it is his patience and not his lack of energy that makes a good aged product...
The main font is a strong and bold, yet humorous sans serif called "Whoopass". The secondary is the more legible serif font, Courier Bold.
These are some rough drafts and sketchings I did early on in the idea process. The working title was "Lazy Lad´s" in the beginning stages. I eventually chose the "Farmer" name to make it more clear what this guy actually has a job to do. A lazy job maybe, but someone has to be in charge of ageing the products.
The dry-snack market has heaps of products and they usually fall in to a variation of the following categories that I choose to call: - American Machismo Classic - Healthcrazed Female - Noisy Generic - Mundane Generic If I wanted my product to stand out i felt I needed to bring some humour and a bit of narrative to the design. A minimalistic approach to layout was also important to make my series distinctive.