Label Swap

This brief was designed to heighten our awareness of how the semiotics of packaging influence perception of the product. 

I chose to swap the packaging design of Marmite and Honey by Marc Jacobs. I wanted to expand on the aspect of wordplay to create multiple levels of understanding. 

The effect of the label swap is confusing to the viewer. In a New Zealand context the visual signifiers of the Marmite packaging are iconic. So when the viewer realises the product is perfume they are disgusted, as they imagine a Marmite scented perfume. The connotations of the Marc Jacobs packaging are less recognisable. However the signifiers communicate a youthfulness and sweetness that contrast with the product. 

Auckland, New Zealand  |

|

Samantha Weston