the university of florida design studio
packaging case study Señor, Quintana Roo Exploration and Discovery 19–24 January 2008
packaging case study / Exploración y Descubrimiento / Enero 2008
CONTENTS:
Creative Brief Highlights -Project Objective -Strengths -Weaknesses -Opportunities -Threats -Audience -Brand Attributes Market Position Market Research / Playa del Carmen Competitive Landscape / Competitive Landscape / Design Proposal
MINT design team:
Molly Aubry Emily Frye Marcela Gaurdian Kelly Jeck Ashley Schick Kelly Skinner Gabriella Hernandez (email) gabyh@ufl.edu Instructor:
Doug Barrett (email) barrettd@ufl.edu Liaison:
Maria Rogal (email )mrogal@ufl.edu
packaging case study / Exploraci贸n y Descubrimiento / Enero 2008
Creative Brief Highlights
project objective
Develop an identity (logo, color palette, and product identification materials) in order to create a unified brand for a cooperative of Maya artisans. This project will increase consumer confidence in the products while also creating a more reliable source of income for the members of the cooperative.
weaknesses Have labels in place No unified identity for the co-op Educated in food preparation Reused jars / health concerns All-natural No standard jar sizing Artisanal Seasonal products Limited computer access for design Affordable No infrastructure to sell products Long shelf-life Language barrier Unique No nutritional information strengths
opportunities Common desire for success Classes available for food safety Can inspire consumer confidence Locations available to sell products
threats
Competition from similar artisans Legal issues (making medicine) Pharmaceutical companies No tourist knowledge of remedies Traditional Mayan products
audience
Open-minded tourists who are ecologically and culturally aware, along with those who would like to sample tradition and herbal remedies, as well as all-inclusive hotels that provide preserves and other artisan products in their gift shops or restaurants. brand attributes
The following attributes should be reflected in the new brand image: Artisanal Fair-trade Authentic Trusted All-natural (These qualities are relayed through image, color, emotion, type and design)
packaging case study / Exploraci贸n y Descubrimiento / Enero 2008
Market Position
objective
Developing a cohesive identity will help the cooperative increase consumer confidence in all of their offered products. A unified design for the cooperative will allow the artisans to better present their goods to the tourist market. Taking this step will allow the artisans to maintain and share traditional practices while also providing a reliable source of income. A new identity can not only unify the communities within the cooperative, but it can also increase the products’ perceived credibility while highlighting their authenticity. Consumer Confidence
FUTURE POSITION
Minimal, Unprofessional Packaging
Polished, Corporate Brand
POSITION TODAY
Consumer Distrust
packaging case study / ExploraciĂłn y Descubrimiento / Enero 2008
Market Research / Playa del Carmen
findings
A wide variety of so-called “Maya” food products are available in tourist destinations such as Playa del Carmen. Most of the products, via their packaging and labeling, are perceived to be low quality or unreliable. Some hotels, especially those that are all-inclusive, provide higher-quality goods, such as honey or preserves, either in their restaurants, in individual rooms, or in their gift shops. It appears that this hotel market is a stronger opportunity for the commercial placement of the cooperative’s products, as opposed to general shops on the main tourist-traffiked streets. Consumers perceive glass packaging to be of a higher quality than plastic packaging. Glass is also a better barrier material, leading to longer shelf-life. Prices of artisanal food products (vanilla, fruit drinks, honey, coffee) range from $20 to $120 pesos, depending on size and quality. Tags with narrative stories about the product’s creation give consumers the impression of authenticity and personalization. Though we did not find this specifically in Playa del Carmen research, we believe that if the artisans personally sign each tag, the consumer will feel an even greater connection to the product and its creator.
packaging case study / Exploración y Descubrimiento / Enero 2008
Competitive Landscape
These are pictures of competitor’s shops located in Playa de Carmen. They demonstrate a typical way to display clothes and textiles that are appealing to tourists.
packaging case study / Exploración y Descubrimiento / Enero 2008
Competitive Landscape
These are pictures that show displays of products found in Playa del Carmen. They show typical ways items are displayed within a shop to attract visitors and ultimately buyers.
packaging case study / Exploraci贸n y Descubrimiento / Enero 2008
Competitive Landscape
A selection of packages that show a perceived idea of Mexican products. Labels are clean and readable, as well as the package being properly sealed for traveling.
packaging case study / Exploraci贸n y Descubrimiento / Enero 2008
Solution Proposal
brand identity
Developing the cooperative’s identity will include a logo, color palette, type treatments and overall design. This design solution will address the goals and concerns of the cooperative. It will be provided in a four-color treatment and one-color treatment as a PDF, EPS via CD.
label system
Tags and labels will be provided for the preserves, hand-crafted clothes, and traditional medicines via PDF in a one-color and four-color treatment. A general template will also be included in editable PDF format.
considerations
Labels may be used as a “seal signifier” over the lid or may have a place for a hand-written expiration date. Tags may include stories about the cooperative, along with places for artisan signatures. Other artisanal products made in the Maya community, such as henequen, could be used in the packaging process as bows or decoration.
packaging case study / Exploración y Descubrimiento / Enero 2008