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F19
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Fall 2019 Packaging Design by Ravnn Thornton
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CONTENTS
contents What is Packaging Design? Research Product Search The Good, The Bad, The Ugly Coty Redesign Critique Kleenex Redesign
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Starbucks Design System
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Budweiser Brand
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Enthusiast Brands
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Lays Packaging
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Trend Perspectives
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Packaging Cases
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Packaging Category Cases
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Group Project: Personas
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Package Design Mini Projects Package System: Brookside
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Package System 2.0: Kitkat
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Oreo Cake Design
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Cake Package Final Artwork
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Final Project Edea Redesign
Credits
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AUGUST
6
W H AT I S PAC K AG E D E S I G N ?
PACKAGING DESIGN What is Package Design? From the first day of class, we got a
information that they seek for. If the packaging
lecture about packaging design. The role
design is really memorable, consumers will
of packaging is to protect the product,
be able to recall that particular brand from
attract attention, inform the consumer,
that set of words or design itself without
and differentiate from one another in the
remembering the full design. This class was to
marketplace. The packages are a vehicle to
understand all aspects of packaging design,
tell a story for the product, and if it’s able to
from the business standpoint to the artistic
convey the emotion, the consumer will pick up
standpoint.
the product. Consumers nowadays are really concerned about the trust factor within the product and whether they’re able to deliver, alongside with the packaging being visually pleasing, environmentally safe, or contains the
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AUGUST
product search With the category I chose, I ended up
for everyday situations, they’re more easily
doing chocolate. There’s a variety of ways
portable by bag rather than a box. Unlike the
chocolates are packaged depending on their
Godiva chocolates, since the chocolates are
shape and size. For example, the chocolate
more ornately done, it’s more for a present
bars are tightly packed in a rectangular
or a gift, which makes the box packaging
package that can easily be torn apart from the
more appropriate for the Godivas. I noticed
edges. The box of chocolates is sometimes
that depending on the brands and type of
covered in another package depending on
associations with the chocolates, they are
the brand and chocolates, but since these
packaged in a certain way because that’s what
chocolates have a more visual display, they
most consumers think of when they see them
are not double packaged so the consumers
in those packages. Even when Godivas are in a
can see the visuals on the chocolate first thing
chocolate bar like the Hershey’s, it’s wrapped
from opening the box. And then there are the
in a gold tin foil, giving it a more elegant feel,
Kisses, which each individual Kiss are tightly
as well as the font and design themselves on
packed in the silver foil, as well as packed in a
the package.
plastic bag once there’s a set amount inside. Kisses could have been in a box also, but since Kisses are more known to be shared daily and
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PRODUCT SEARCH
Hershey’s chocolate bar (top) Godiva’s chocolate box (bottom left) Hershey’s Kisses bag (bottom right)
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AUGUST
the good, the bad, the ugly the good I use the Neutrogena moisturizer every day,
This product does distribute in over 70
or I intend to use it every day when I wake
countries, so I would think the informational
up and sometimes in the evenings. Initially, I
parts of the package would change by the
chose it because I heard good things about
respected country. The Neutrogena ads often
it for the skin, and once I did see nice results,
have a white background and have a very
I decided to go buy this again. The package
clean and pristine appearance to it because
is see-through, so I’m able to see what the
it is supposed to communicate that it’s a
size is and what I’m getting from the product.
refreshing product to use on one’s face.
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T H E G O O D, T H E B A D, T H E U G LY
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AUGUST
the bad Sometimes I’m just guilty of buying the
countries, and I would think only a few parts
Brookside dark chocolate blueberry packs.
of the package would change in terms of
They’re so good even though it’s a bit
communication like the ingredients or the
expensive, so that’s the main thing why I
subcategory (ex: cranberries, blueberries,
feel guilty about using it. The product itself
almond, etc.). There’s a lot of white space
is not so important as it is delicious, but it’s
with this package, so it looks more elegant
more so important because my dad got me
and minimalistic. In the Brookside ads,
into them and I would eat them with him
they’re trying to show that Brookside is an
whenever we watch movies at home. It’s like
award—winning product, also showcasing the
a more expensive version of Raisinets, which
elegance of the product by showing it in front
he also loved. The packaging is nicely done,
of a nice field, like you’re in a vineyard.
it has a re—zippable package so if I don’t end up eating all of it, I can keep it in the bag instead of having to transfer it into a ziplock bag. It seems to be available in some other
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T H E G O O D, T H E B A D, T H E U G LY
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AUGUST
the ugly The ugly would have to be the G2 pens. The
also means that the communication in the
design of the package isn’t really great, but I
package wouldn’t change at all since it’s an
use it because they’re pens and I need pens
American-only product. The catchphrases
for schoolwork. I use them for studying,
information is at the front of the package
note-taking, drawing, etc. The packaging
where you can see the pens, while just the use
is fairly easy to rip apart and get into, and
and other not so important information is at
since it’s plastic at the front, you can see the
the cardboard back of the package. There’s
product. This brand, in particular, seems to be
really no commercial ads for this product. It’s
an American only product because, in other
just in stores as an option for pens.
countries, there are probably different brands that have pens for that country itself, so that
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T H E G O O D, T H E B A D, T H E U G LY
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AUGUST
coty redesign critique coty I will say that I appreciate Coty’s redesign. I
what Coty makes me think of Apple whenever
love the idea of using the actual cosmetics
I look at their butterfly designs is the pop of
to kind of resemble the butterfly wings
vibrant colors with the minimalistic approach.
(eyeshadow, foundation, fragrances, etc.) The
Unlike with Fenty Beauty, their packaging
design beforehand seemed they were going
sort of replicates the grunge aesthetic with
for the minimalistic style, trying to make sure
the spraypaints. They also have a theme of
it represents everyone. Their redesign is more
hexagons and just having the brand name on
colorful and inclusive in terms of showing the
their products packaging themselves. They
diversity of different people and makeup and
have color, but not with the brand, but with
I appreciate that with each letter, there’s some
the product themselves like the eyeshadow
form of symmetry as if it’s alluding to the
or foundation whenever you open them.
butterfly background.
It’s pretty much like that for some makeup brands; a minimalistic approach with little
Compared with other makeup brands designs,
color besides the products’ colors being
the common thing makeup brands have
shown or hidden.
in common is the minimalistic and clean aesthetic they give off when handling either packaging or the products themselves. I think
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C OT Y R E D E S I G N C R I T I Q U E
Ad campaign (top), Butterfly designs with makeup products (bottom left), Package design on box (bottom right) Photo credit(s): https://www.coty.com/ http://www.logo-designer.co/coty-rebrand-by-workroom-wins-top-prize-at-rebrand-100/
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AUGUST
fenty beauty When I showed my mother Coty’s design
rebranding/repackaging, yet Coty took it as an
compared to other makeup brand designs,
opportunity for the better. Coty’s rebranding
she noticed that Coty’s design reminds them
and redesign isn’t something revolutionary
of a butterfly. She liked the colors, but she
because it has a similar minimalistic approach
also liked the other makeup brands. She
as other makeup brands emulate, but it is
prefers pretty designs over the minimalistic
evolutionary how they’re able to go from a
approaches because she likes “pretty things”.
simple blue text to a text with a pop of image behind it that has a metaphorical meaning to
In the end, it’s fascinating to see how a
their goal, brand, text, and beauty itself. It’s
company like Coty sees its goals and ideas
really smart and it makes me appreciate their
for the rebranding process. It seemed like
design route the more I notice the details and
they had to question who they were again
time they took for this rebranding.
and what they wanted to represent, and then they took a couple of steps back before having the challenge of rebranding. For some companies, that’s a hard step to do. Because of the incident with Tropica orange juice, lots of companies are scared of
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C OT Y R E D E S I G N C R I T I Q U E
Fenty Beauty products (top) Fenty Beauty ad (bottom) Photo credit(s): https://www.fentybeauty.com/
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AUGUST
kleenex redesign It was a pretty interesting read. The one
There was one article I found that talked
thing that stood out to me in the article
about the Kleenex brand as a whole. The
was the brand promise, and that every
article stated that Kleenex has paid attention
brand communicates to the public what it
to their aesthetics in recent years. It further
promises to deliver on (through marketing,
explains that the purpose of Kleenex’s
communications, and design). People develop
packaging isn’t to only protect the Kleenex,
an affinity to the brands because they believe
but to grab the attention of the consumers,
in the promise the company/brand makes.
and to display them at home since it’s a
Kleenex provided these prints and designs on
dispenser of the product. They also included
their packaging that could be visibly displayed
that the Kleenex brand is based in Dallas
in your homes. Back then, Kleenex came out
Texas (from the time the article was out) and
in the upright cube box and had the trendiest
designs are developed in the “trend area”.
and hippest graphics. Then it went to plain
They’re given prompts for certain occasions
patterns that were more traditional; de-
of the years: seasons, holidays, etc. and figure
revolutionized since people in the 20s weren’t
out who’s design is the most eye-catching for
buying it because of the “vanilla” solution:
consumers.
playing it safe.
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KLEENEX REDESIGN
Print advertisements in the 1940s and 1950s (top) Kleenex packaging now (middle) Kleenex Boutique Tissues 1970s (bottom left) Contemporary packaging of Kleenex (bottom right) Photo credit(s): https://learn-us-east-1-prod-fleet01-xythos.s3.us-east-1.amazonaws.com/5b5739b6d55f d/3077063?response-content-disposition=inline%3B%20filename%2A%3DUTF-8%27%27BrandBible_21. pdf&response-content-type=application%2Fpdf&X-Amz-Algorithm=AWS4-HMAC-SHA256&X-AmzDate=20191128T140631Z&X-Amz-SignedHeaders=host&X-Amz-Expires=21600&X-Amz-Credential=AKIAZ H6WM4PLTYPZRQMY%2F20191128%2Fus-east-1%2Fs3%2Faws4_request&X-Amz-Signature=160a1dde2f8 fb84df85e3ff3a16441e67302ed774c42d7981829b06dd7bbc3dd
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AUGUST
With the last article, I found relating to this,
pretty from the box to the actual product
Anaezi Modu puts the most emphasis on the
packaging itself can make or break the
packaging process of rebranding, but she
consumer’s trust. They wanted to make sure
also follows up with the fact that rebranding
the Kleenex wasn’t just for the bedroom and
doesn’t mean making a whole new packaging
the bathroom, but places where they were
for it. Instead, since it’s the overall branding
more visible to a wider audience like the
of the product, it still has to contain some
living room. The start of the shift was the oval
sort of continuity from the last design to
packaging and offering different design in the
be consistent and still keep the consumers’
process.
trust. She further points out that packaging is dependent depending on external sources like
People eat with their eyes, and having
target demographics, employees’ assistance,
memorable presentation can affect
etc. Overall, part of what a consumer buys
perception, and Kleenex seems to take that
something is the packaging: whether it looks
into account.
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KLEENEX REDESIGN
Holiday—themed Kleenex packaging (top) Summer Kleenex package for Target 2009 (bottom)
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SEPTEMBER
starbucks design system process I almost feel like they decided to show their
if there’s no name attached to the logo as
creative process behind their redesigns
Starbucks had previously. Starbucks seems
because they’re doing so successfully now,
to be banking on the idea of clarity with
and the logo is well—loved universally that
everything they do; from their logos to their
they didn’t have any qualms with hiding it.
color co-ordinations, to their drink zodiac
One of the articles stated that they weren’t
signs, they want everything to look and seem
trying to be the next-door coffee shop, but
easy, so the customer has an easy time and
the next-door Starbucks. They were trying
they can come back for more Starbucks.
to be its own thing, and in a competitive marketplace, it’s a huge deal if you’re able to distinguish their logo in a heartbeat, especially
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TITLE
Photo credit(s): https://creative.starbucks.com
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SEPTEMBER
logo It’s interesting that to make the logo more humanly and friendlier, it was to make the logo more asymmetrical. I guess many thought it was perfect, but it was too perfect that it didn’t really connect with the customers too well. They ended up trying to find a personality for the mermaid itself to make her more humanly. Throughout the redesigns, she seems to be more and more simplified.
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S TA R B U C K S D E S I G N SYS T E M
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SEPTEMBER
packaging design I found it intriguing how they have all of
work and why they went a certain route
their info out in the open like this with each
coming from them themselves.
category. I feel like they’re kind of making a
They changed their packaging in order for
statement by doing this; because Starbucks
easier navigation for differentiating other
became so successful, they decided to share
products from the similar packaging. So, each
that information with how they became this
of the bags would have different expressions
successful. I thought the layout for the case
of their heritage. The packaging itself is pretty
studies really intriguing because it almost
upfront from the logo, the kind of brew, the
looks like a portfolio website showing their
illustrations, and the colors.
works. This website is used solely for showing and communicating how their design systems
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5 THINGS
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SEPTEMBER
budweiser brand I have no idea whether Budweiser will stay
is noticeable and recognizable to the
relevant. It depends on if they’re going to
consumers, as well as stand apart from their
change every few years to keep up with
competitors.
the market. And the future is hard to tell
Between the other brands and Budweiser,
whether people would want the same thing,
they all look the same to me. They have the
or something new will dominate the market
same huge fonts, the imagery of the beer, bold
making cheap beer not so valued anymore.
colors, etc. I can’t really say much about beer
From the packaging of the beer itself, multiple
brands because I’m not really into beer (more
things stand out to me. One is the colors,
that I can’t drink beer yet), so I don’t look at
then the bold texts of the brand, and finally
the product packages and overall packaging
the imagery of the beer. Most of the beer
itself because I’m not around beer all that
packages that I’ve seen seem to have at
much. But having huge fonts and images help
least one to two of those traits. The role of
consumers notice the brand they want very
packaging is to make sure that the packaging
quickly.
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B U DW E I S E R B R A N D
Photos of the lineup of beers in the beer aisle in Kroger’s.
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SEPTEMBER
enthusiast brands These brands stick to one group and prioritize
from different groups and have their stuff
their care for that group of people only. What
be good quality. Sometimes they go for the
tends to happen is that a brand tries to get
generic and common thing that the group
in everyone’s favor, but they don’t do it with
could want and use that instead of actually
care and precision, so their stuff for everyone
looking at the consumers and seeing what they
is average rather than quality goods. It’s
actually want from the problems they listed.
uncommon for a brand to satisfy all people
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ENTHUSIAST BRANDS
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SEPTEMBER
shea moisture SheaMoisture products are curly hair products specifically for curly—haired people. Could they branch out to other hair types like wavy or straight? Yes, they could, but because they primarily focus on curly hair and wanting to make sure there’s a variety for curly hair people alone while also making it cheaper than the professional hair products, they gained loyalty and enthusiasts with their brands.
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ENTHUSIAST BRANDS
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SEPTEMBER
SheaMoisture’s mission and story (left page) SheaMoisture’s ingredients (right page, top) SheaMoisture’s products (right page, bottom) Photo credit(s): https://www.sheamoisture.com/
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ENTHUSIAST BRANDS
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SEPTEMBER
nature valley With Nature Valley, they’re most known for their health bars and the main food source: oats. They use foods that’ll give their consumers a boost in their day by eating bites or a bar of their products. They also have a reputation for having really dry foods, which could be a good and bad thing for the consumers. But if they’re buying more, then they gained consumers’ loyalty with their dry food products.
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ENTHUSIAST BRANDS
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SEPTEMBER
Nature Valley’s mission statements (top left), ingredients (bottom left), and promise (top right), alongside with the products (bottom right) Photo credit(s): https://www.naturevalley.com/
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ENTHUSIAST BRANDS
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SEPTEMBER
drunk elephant For Drunk Elephant, their products are really expensive; I never got any of their products. They use organic and natural ingredients to make the products be fully utilized by consumers. They don’t seem to make any products less expensive, but it’s also because they’re one of the few skincare products to not use synthetic ingredients or ingredients that are often questionable in skincare products.
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ENTHUSIAST BRANDS
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SEPTEMBER
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ENTHUSIAST BRANDS
Drunk Elephant’s mission statements and promise (left page), products (right page) Photo credit(s): https://www.drunkelephant.com/
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SEPTEMBER
conclusion They’re authentic because of what they
The benefits and values of a brand are gaining
preach about with their products and what
loyal consumers. They try to connect with the
their end goals are for said products. They
consumer emotionally by telling a story or
show what type of consumers they’re able to
showcasing the morals and values upfront so
cater to with their results, philosophies, and
the consumers know what they’re getting out
products.
of the brands and products. What their bad part for a certain product may turn off certain consumers, it may have an opposite effect, gaining or keeping the consumers.
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ENTHUSIAST BRANDS
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SEPTEMBER
lays packaging lays The approach of Lays redesign is more of a
“If you try something, it doesn’t have to be
subtlety. Consumers were able to see a sneak
perfect. You test it with a consumer. You learn
peek from one of their new flavors (new
from that. You iterate, And you do that as
Flamin’ Hot Dill Pickle), and Lays were aiming
many times as makes sense”. It’s probably
towards the Lays consumers themselves and
the more practical approach given the
not a certain demographic. This is probably
circumstances that the redesigns could go
the best approach for Lays, considering that
wrong since they’re only changing one new
they take up over 70% of the snack aisles
flavor. If it didn’t work out, they could always
and it’s a popular brand. They targeted for
try another flavor with a different design and
that audience since they’re a Lays enthusiast
introduce that. The subtle changes can startle
and they know their product best. If they
the Lays’ consumers, but it gives them a look
had targeted to a different consumer, they
upon the new design and see if they’re able to
probably wouldn’t have noticed the slight
pick it up not only because of the new flavor
changes.
but because of the new redesign too.
Photo credit(s): https://www.adweek.com/ brand-marketing/why-it-took-lays-2-yearsto-redesign-a-bag-of-potato-chips
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L AYS PAC K AG I N G
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SEPTEMBER
other snacks What I see with these other redesigns is that
more centered rather than before where the
they’re either going for a more humanistic,
flavor text was to the side of the photography.
bolder designs, or changing their composition
To me, it looks blander; Lays seemed to do a
completely. For example, Way Better Snacks
better job with their redesign with surrounding
went from centered photography and
the brand and flavor of the product with the
typography to having their brand run straight
products themselves on the edges of the
down the middle, and the food illustration
packages. They made use of the space that no
and photography itself be the secondary
one really thinks about with packages like this
hierarchy on the bag. Another example is
since businesses want the important parts to
Ruffles redesign back in 2015. There wasn’t
be visible.
that much change with it, but just enough to notice a difference. The striped lines were stripped away and left with only solid colors with the edges to resemble the ruffles itself. The photography and typography itself are
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L AYS PAC K AG I N G
Ruffles redesign (top) and Way Better Snacks redesign (bottom) Photo credit(s): https://thedieline.com/blog/2015/10/11/ruffles-brand-re-stage https://www.ultracreative.com/way-better-snacks
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O C TO B E R
trend perspectives These trends can ultimately set what the
good impact, which more companies need to
brands should go next in terms of figuring
consider when thinking about branching their
out who they need to cater to next. It really
products besides new types, new sizes, and
depends on the company and brand, whether
etc. When catering towards the brand’s values
they go for a moral standpoint or an emotional
and consumer values, these types of trends can
standpoint with their products is up to them
influence the packaging and product designs.
and their demographics. Both could make a
eco—friendly approach For example, going for more of the eco—
product itself and how it’ll look in terms of
friendly approach changes a lot with the
the package and whether it’ll fit aesthetically.
packaging materials, the overall cost of
Maybe the product itself will change also?
using said materials to make the packages,
Here are different types of packaging styles
the design changes itself to fit the different
for triangle sandwiches. Even though there are
packaging, etc. It doesn’t only change the
different brands, I’m just showing the variety
packaging, but the way you package the
of ways people can package a similar product.
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TREND PERSPECTIVES
Eco—friendly plane meals. Photo credit(s): https://www.trendhunter.com/trends/plane-meal
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O C TO B E R
TrendHunter One of the consumer trends I see while scanning through TrendHunter is making the packages and products more environmentally friendly. One of the articles I clicked into is the “Plastic-Free Paper Food Packaging” which I later read on about “Eco-Friendly Plane Meals”. Even with brands that already have an established packaging, some are looking to make some eco-friendly packaging to make consumers be more loyal and adhere to their brand.
Different types of packaging for sandwiches. Regular design packaging (top left), plain cardboard (top right), and plastic wrapping (bottom right).
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TREND PERSPECTIVES
mintel One of the other consumer trends I scanned
play in this space, as the generation now
in the Mintel blog was about “Brands Without
like brands that represent and care about
Limits”. This is talking about brands expanding
their values. For example. there’s prana,
their creation to fit their products in other
who is a sustainable clothing brand that
categories. The expansion can either be a
focuses on inspiring free-spirited, active, and
dramatic shift or a subtle expansion. It’s not
healthy living. The people behind the brand
just for the physical products themselves
feel strongly about creating versatile and
going to expand into other categories, but
sustainable clothing. Brands and companies
the emotional wellbeing themselves from
are paying more attention to the current
the consumers. Basically, the wellbeing of
gneerations’ values to be able to connect with
the consumers are setting the tone for brand
them through an emotional standpoint.
expansion as more brands have a role to
Photo credit(s): https://www.prana.com/
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O C TO B E R
emotional approach For the more emotional approach, it’s pretty much figuring out the demographics’ needs and wants within the brand itself. This can influence product development and packaging design. The packaging design could be terrible, but the moral and value of the brand could make up for the bad design. I remember during the first couple of weeks, Great Value was mentioned and it was stated that their morals and values were the best of the group that was shown. Even if the design isn’t the best, the design showed what they represent, a cheaper option of the products, and that’s the main reason why people buy their products. Glossier is very popular with the current generations because of their emotional approach with ditching the traditional, regular beauty standards and going for a more natural look with makeup. They’re following a trend that’s becoming more popular nowadays. Although other brands may have this mission also, this is Glossier’s main mission, unlike other makeup brands which makes it a secondary mission. Their aestheticallypleasing and minimalistic packaging also entice consumers to buy their products.
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TREND PERSPECTIVES
Glossier’s mission statements and the about page. Photo credit(s): https://www.glossier.com/
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O C TO B E R
conclusion Design is one thing, but nowadays, the brands’ values and stories can make or break the products and packaging. Especially with the rising generations that care more about their values and needs being cared for, brands are now constantly trying to make sure that their consumers are satisfied with their values and their products.
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TREND PERSPECTIVES
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OCTOBER
packaging cases Hai Chau’s Confectionary One of the packages that drew me in was Hai Chau’s confectionery packaging for mooncakes. Usually, with Asian confectionary, there’s a deeply rooted story behind some of them, and these mooncakes are no different. The illustrations and details of the packaging are really beautiful, the gold lining made it really pop out. The illustrations were supposed to, in a way, but the regular, traditional packaging back behind them and bring a fresher design to these packages. This was a collaboration between Tree Studios and Not Yet Famous, and they wanted to showcase the timeless values of these mooncakes through these illustrations: togetherness, appreciation, and respect.
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OCTOBER
critique: Hai Chau’s Confectionary I almost wished the the outside metal containers had some sort of gold lining to them to make it fit with the other parts of the packaging with this brand. But overall, the illustrations ties everything together because it conveys the story of the mooncakes. I don’t think the design is a lot since that’s the narrative they’re trying to showcase anyways.
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PAC K AG I N G C A S E S
Hai Chau’s confectionary packaging (top), tin box packaging (middle and bottom) Photo credit(s): https://www.packagingoftheworld.com/search?q=hai+chau
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O C TO B E R
Bee—Fee vs 12 Bees The other packaging that got me intrigued is Opus B Brand Design with Bee-Fee. The shape is in a hexagon, something that’s commonly associated with bees’ homes. They’re not only trying to sell organic honey but make a statement about why they’re selling it and why consumers should buy their honey. The top half of the packaging is glass, full of organic honey. Yet the bottom half is actually a flower pot. This brand encourages people to plant flowers in the pots and leave it outside, and this is to help bees since they are endangered— by expanding their ecosystems in the cities and reproducing.
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critique: Bee-Fee I thought the packaging is really neat. I’m
yet carries a style of whimsicalness with their
sure it’s something people thought of before,
designs. Their designs are more practical and
but the idea and morals of what they do to
driven by different flavors as well as their
the shape of the packaging itself were what
brand name having a certain value towards
made it intriguing and won me over. There
the brand itself.
was actually another honey product brand on the same website, 12 bees, from S & Team. Their packaging is neat, simple, minimalistic,
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PAC K AG I N G C A S E S
Bee-Fee’s products in use and ad campaign. Photo credit(s): https://www.packagingoftheworld. com/2019/07/bee-fee.html
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O C TO B E R
critique: 12 Bees The main point of 12 bees’ production is to
values. The product is all about using it, then
get the best quality honey from the minimal
giving back towards the planet by growing
amount of work from one bee farm. Both
plants from the container you get from the
the packaging is really nice, yet the Bee-
product.
Fee’s packaging is more eye-catching. Their intention of selling their products would sell more towards the current generation since it has both organic honey and the company’s
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5 THINGS
12 Bees’ products packaging and tags. Photo credit(s): https://www.packagingoftheworld. com/2019/09/12-bees.html
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O C TO B E R
JUICY Another design that caught my eye was Xian Gao Peng’s JUICY + apple juice concentrate packaging. The package is in the shape of an apple, showing both the outside and inside of the apple itself. I really appreciate the colors of the apples and the butterfly top the apples have. I also thought it was clever to have the crisscross wrap that is often on fruits (I don’t typically see them in American markets but I see them a lot in Asian markets) to have the same feeling as it would carry if they were in crates. The packaging material and the detail itself are really elegant and the fact that the material is paper makes it even more well done and can speak to the consumers that look for aesthetically pleasing products and eco—friendly packaging.
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5 THINGS
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O C TO B E R
critique: JUICY The only thing I have to say is I would want to see more types of designs and variations of other fruits and see how that looks. Since the product is juice concentrate, I would like to see other fruit juice concentrate and whether it’ll have the same packaging style and the same butterfly top or if the top will be different for each product.
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PAC K AG I N G C A S E S
Close ups of the apple packaging and a overhead view of the apple packaging with and without the crisscross wraps. Photo credit(s): https://www.packagingoftheworld. com/2019/09/juicy-apple-juice-concentrate.html
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O C TO B E R
Stephnoy’s vs Milkyway The very last package I wanted to talk about
three elements on the front part; the top color,
was Olga Takhtarova’s design for Stepnoy’s
the brand, and the type of milk. Most of the
milk. It’s really simplistic when it comes
other information is on the sides. Even though
to the designs, but the brown + one other
there’s a lot of white space for the bigger
color to differentiate from the types of milk.
cartons, it’s easily changeable for the smaller
The designer took into consideration of the
cartons, so I would think the design works for
consumers’ wishes and made the designs
many sizes.
more light, modern, and informative. There’s
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PAC K AG I N G C A S E S
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O C TO B E R
critique: Stephoy’s Milk Judging from the old design, it’s a lot more simple and has a lot of white space. They accomplished a lot with what their goals were. The only criticism I have is the very top, I don’t understand the little lumps with the teardrops (?); maybe it’s the cow’s utters but it’s kind of indistinguishable for me so I would’ve just kept it a solid color.
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PAC K AG I N G C A S E S
Big and small cartom of Stepnoy’s milk (top). Different variations of Stepnoy’s milk (bottom). Photo credit(s): https://www.packagingoftheworld. com/2019/06/stepnoy.html
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O C TO B E R
critique: Milkyway I think overall, Stephnoy’s design works better
people want to grab it from the shelf. They all
than the Milky Milkshakes because although
kind of blend in almost compared to Stepnoy’s
both are going for a modern, illustrative,
milk. I will say that with the deep purple box
simple design, the difference (besides the
packaging, with the illustrations and colors,
brand and the audience to what it caters
it pops out with that. If it’s sold with the box,
towards) is the Milky milkshakes seems
I think it’ll do well visually on the shelf, but if
really monochrome and dull to where there’s
it’s able to be sold separately, it might blend in
nothing popping on the product to make
together.
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PAC K AG I N G C A S E S
Milkyway milkshakes in the carrier packaging (top), Milkyway chocolate (middle left), Milkyway strawberry (top middle), Milkyway ice creams (bottom right), Milkyway chocolate backside (bottom left), Milkyway vanilla (bottom middle). Photo credit(s): https://www.packagingoftheworld.com/2019/06/milkyway-milkshakes.html
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N OV E M B E R
packaging category cases Leman Jewels This is a jewelry industry stationed in
minimal for the brand. The core values of the
Vietnam, and they have a reputation of gold
logo brand is from the center and outwards,
craftsmanship, trading, and ignoring the retail
without holding the shape of a diamond itself.
experience. Leman Jewelry is an independent
They also incorporated a star within the “E�.
design brand that specializes in diamonds. They did a rebrand from the old design to the new design. Their goal was to create a luxurious feeling that was sophisticated and
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PAC K AG I N G C AT E G O RY C A S E S
Old logo (top), New logo and icon (middle), and New logo and icon on their products (bottom) Photo credit(s): https://www.underconsideration.com/brandnew/archives/ new_logo_and_identity_for_leman_jewelry_by_m_n_associates.php
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N OV E M B E R
The placement of the star in the “E” (top) and the shape of the icons (bottom) shows the similarities of the two when it doesn’t pertain to the brand.
Leman Jewels Critique I understood what they were going for, yet
Anglia) logo. For the branding itself, it needs
I still feel like they could’ve used a little bit
a lot more work because there are similarities
more work. They wanted a minimalistic
with certain icons and the the bigger icon is
feeling, yet the icon itself is really busy and
too busy. Packaging system-wise, it looks okay
has many marks within it for it to be minimal.
for the most part. The aesthetic reminds me
The aesthetic overall looks minimal and looks
of a winter season, and considering diamonds
sophisticated enough for it to work as a visual
colors, it fits really nicely.
system, but the icon resembles a snowflake more than a diamond. Within another website, someone in the comments stated that the icon also resembles the UEA (University of East
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PAC K AG I N G C AT E G O RY C A S E S
Photo credit(s): https://www.underconsideration.com/brandnew/archives/ new_logo_and_identity_for_leman_jewelry_by_m_n_associates.php
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N OV E M B E R
Good Gold Competing with other brands, it’ll have a hard
two Gs stuck together when following the
time. One other brand from the World Brand
curves of the circle, also resembling two rings
Design website is Good Gold, another jewelry
stuck together. It develops the idea of staying
company. Their goal is to make something
together forever, with nothing breaking the
beautiful, meaningful, and environmentally
bonds. Between the minimalistic design with
friendly for their rings. Their rings are shipped
Leman and Good Gold, Good Gold achieves
in pairs. Overall, the pair of rings fits with their
it very well, from the logo to the packaging
logo and their name, as the logo resembles
itself.
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PAC K AG I N G C AT E G O RY C A S E S
Baby Pink box package (top) White box package (bottom) Photo credit(s): https://worldbranddesign.com/good-gold-wanted-tomake-something-beautiful-meaningful-and-environmentally-friendly/
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N OV E M B E R
Good Gold critique There’s not much to say about this product and brand. I kind of wish there was more different sizes of the boxes themselves and if it didn’t look like a book. If it was more squareshaped or horizontally rectangular as a box, I think it’ll destroy that illusion but I think for right now, their overall system works.
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PAC K AG I N G C AT E G O RY C A S E S
Stacked Good Gold packages Photo credit(s): https://worldbranddesign.com/good-gold-wanted-tomake-something-beautiful-meaningful-and-environmentally-friendly/
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N OV E M B E R
conclusion I ended up choosing these two jewelry brands
as a visual and packaging system. Since this
because my final project is in the category
is a particular type of topic that not a lot is
of luxury and fashion: ice skating boots. The
familiar with or is comfortable with working,
particular brand that I have (Edea Skates,
it definitely is a challenge to find the right
which is in the last section of this process
medium of the Edea brand being elegant, but
book) definitely looks expensive and has a
also having the right atmosphere for younger
luxury feel and I wanted to see how different
skaters.
brands achieve their “luxury� feeling overall
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PAC K AG I N I G C AT E G O RY C A S E S
Edea Piano boots (top) Good Gold rings (bottom left) Leman Jewels jewelry (bottom right)
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OCTOBER
group project: personas We worked in teams and did lots of research for the generation we chose and created a presentation for the class. We were also able to use everyone’s personas and their research for our own use later on if we needed them.
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G R O U P P R OJ E C T : P E R S O N A S
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OCTOBER
Notes that I took before my group got together for the first time to see which direction we were going for this group project.
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TITLE
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O C TO B E R
Lucas
Aiden
Lucas
essionable teen consumer the impressionable teen the consciousthe conscious c
enced easily influenced
open minded
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conscious living conscious living
open minded
diversity & inclusion
G R O U P P R OJ E C T : P E R S O N A S
Maya the college student
inspire & lead
hardworking & organized
Generation Z personas: Aiden (left), Lucas (middle), and Maya (right).
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AUGUST
package system: brookside I created a package system with Brookside Chocolates from “The Good, The Bad, and The Ugly” assignment.
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AUGUST
Brookside’s original designs. Pomegranate flavor (left) and Acai & Blueberry (right).
new product I narrowed it down to oranges or bananas. It was weird because they seemed to have chosen fruits that weren’t as common people would think to choose, but in the end, I chose oranges because it’s acidity, the color change, and the nutritional factor despite it being an uncommon combination and a common fruit we see every day.
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PAC K AG E SYS T E M : B R O O K S I D E
fruits they haven’t used
what they already have
orange (vitamin C, boosts immune
•
almond
system, promotes clear skin, heart health)
•
almond + black curant
•
•
strawberries (vitamin C, good for
•
crunchy clusters berry
heart health, reduce inflammation, control
•
goji + raspberry
blood sugar levels)
•
almond + raspberry
•
bilberries (reduce inflammation,
•
pomegranate
reduce waist circumference, reduce
•
açai + blueberry
blood sugar level, increase good HDL
•
grape + blackberry
cholesterol
•
almond + milk chocolate
•
bananas (potassium, antioxidants)
ideas for redesign •
strawberry + açai (pink, breast
cancer promotional campaign, valentine’s promotional campaign) •
bilberries + açai (light blue)
•
orange (orange, halloween
promotional campaign) •
banana (yellow)
•
strawberries + bananas (pink/
yellow, easter promotional campaign)
Research I did before I decided on the flavor of Brookside to choose (top and bottom right). Then there’s my final design of the new product (bottom left).
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AUGUST
structural change For the structural change, I wanted the package to be pourable. Although I love the wide packaging, I noticed that most of their packaging is wide, so it’s not convenient for an on—the—go snack. I desired the packaging to at least be half or a little over half the width of their original packages. I debated on whether to do a box packaging like Raisenets or stick to their bag packaging. In the end, I chose the bag because, for the idea of on—the—go snacks, the bag option is more holdable in one hand rather than the box. Plus, someone could put it in their car cup holder if they wanted to snack while driving.
Final design for Brookside’s structural change.
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PAC K AG E SYS T E M : B R O O K S I D E
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AUGUST
promotional campaign The promotional campaign was the hardest
it seemed better than adding a stamp or
because I couldn’t really think of a lot of
a symbol near their logo and brand name.
things. I thought about a wine vineyard since
Brookside has a more “up-scale” and elegant
it seemed like a nice snack to pair with wine
quality with their chocolates, so I decided to
(but I wouldn’t know since I can’t drink yet).
go for a subtler approach for the campaign
Once I had a conversation with Tom, he
instead of the obvious campaigns that stick
gave me some ideas on how to approach
out really boldly. I still wanted it to stand
this section. Even though I came across the
out though, so I opt for adding color on the
#thatsballsy campaign and their recipes of
tab part to make it a dual-color to indicate a
parfaits, I decided to go for the “buy the pair:
promotional campaign, so it wasn’t just about
Brookside + wine” to get a percent off, since it
Brookside, but about Brookside + wine.
was fall and apparently wine season is around this time. I ended up putting the information on their tabs of the bag as they did with the “no glutens” and “no preservatives” because
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PAC K AG E SYS T E M : B R O O K S I D E
promotional campaign ideas •
trip to wiine vineyard
•
pair with red/blackberry wine they have in Kroger’s
•
buy this and get 25% off with red/blackberry wine
•
eat this with blackberry wine from our collection
•
pair with our blackberry wine (buy with Kroger’s wiine and
get 20% off for both) •
win a chance to go on a trip to a vinieyard (Alamos Argentina
Malbec Red wine, Blackberry wine)
Minor notes I took for the promotional campaign section (top) and the final result of the section (bottom).
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AUGUST
conclusion It wasn’t as hard as I thought it would be once
color, like some leaves or an orange tree. For
I got the ball rolling for this project. I was
the structural change, there was no feedback
really proud of what I was able to accomplish,
for it. The promotional campaign, lots of
though the promotional campaign was the
people wished for it to stand out more since it
hardest. I still feel like that could use a little
blends in too well with the rest of the stuff in
bit more work but I think I did enough. When
the image.
I presented, I got minor feedback. For the orange flavor. it was to add another pop of
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PAC K AG E SYS T E M : B R O O K S I D E
New flavor (top left), Promotional campaign (top right), Structural change (bottom right).
107
SEPTEMBER
package system 2.0: kitkat I have gotten Taylor Simone’s KitKat for the package system 2.0.
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TITLE
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SEPTEMBER
Taylor Simone’s system
Flavor variety (top), promotional campaign (middle), and structural change (bottom).
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SEPTEMBER
Simone’s new product (top), My version of the new product (bottom).
new product There wasn’t a lot to change for the overall
different flavor, but I ended up trying chicken
composition of the KitKat packaging and
and waffles. I only had chicken and waffles a
elements itself besides minor details, so I
few times in my life, but I figured the wafers
decided to choose a different variety instead.
could act as the waffles and there could be
Kitkat has a variety of flavors, especially
some sort of chicken flavoring.
Japan, so it was kind of difficult to find a
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PAC K AG E SYS T E M 2 . 0 : K I T K AT
Different variety of flavors with KitKat with the packaging (top) and without it (bottom). Photo credit(s): https://www.cntraveler.com/story/flavored-kit-kat-factory-japan https://www.loveandoliveoil.com/2017/05/crazy-japanese-kit-kat-flavors.html
113
SEPTEMBER
My version of the structural change.
structural change The one thing I noticed with this package was
think of this section as a complete change, but
that it was missing the Kitkat snap so I added
rather an extension of what the square KitKats
it front and center. I change the positioning of
could entail and become. If I had more time
the type to make it more compact and truer
I could’ve expanded on that idea, but I could
to Kitkat’s type positioning and not so close to
always do it later down the road.
the edge of the package itself. Then, I decided to make the package actually square to add in with the square KitKats. Overall, I don’t really
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PAC K AG E SYS T E M 2 . 0 : K I T K AT
A bag of KitKat minis for the inspiration (top) and Simone’s version of her structural change (bottom). Photo credit(s): https://www.walmart.com/ip/Kit-Kat-Minis-UnwrappedMini-Crisp-Wafers-In-Milk-Chocolate-King-Size-2-2-Oz/48318876?wmlspar tner=wlpa&selectedSellerId=0
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SEPTEMBER
Simone’s version of the promotional campaign (top), My version of the promotional campaign (bottom).
promotional campaign With her promotional campaign idea, upon
consumer, most likely a kid, to grab the candy.
glancing at the package, I thought it needed
I also figured to add a ticket to emphasize
to be more dynamic. From the last project, I
what the promotion was about at a first
ended up making my promotional campaign
glance. I ended up making the black of the left
too blended in with the packaging and
side a grayer and lighter color because I felt
product itself, so I decided to make Spiderman
like Spiderman’s suit would’ve blended in too
the front and center instead of having the
much with the background since this suit has
logo and Spiderman compete half by half.
more black than red.
Since Taylor was going for the movie ticket promotion, I decided to add a specific movie theater and big letters “WIN” to entice a
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PAC K AG E SYS T E M 2 . 0 : K I T K AT
Different inspirations for the promotional campaign. The ticket idea (top left), KitKat’s promotional campaign (top right), and Miles’ dynamic shots with his web (middle and bottom). Photo credit(s): Spiderman: Into the Spidey-verse (middle), and comics frrom Miles Morales (bottom).
117
SEPTEMBER
conclusion I felt pretty confident about the improvements
system with Brookside. I did get a couple of
and changes I did. At first, I was a little bit
comments about trying not to cover up the
apprehensive because I didn’t have anything to
KitKat logo with the chicken and waffle and
work off of from Simone’s presentation since
maybe put it behind the logo instead. Overall, I
she wasn’t there at the time. But I took the
did well considering the circumstances.
comments from the other presentations and what the general consensus was for the main problems and worked with that. I think the most successful one out of the three was the promotional campaign, ironically, as that was the one I struggled with for the last package
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PAC K AG E SYS T E M 2 . 0 : K I T K AT
My versions of the promotional campaign (top), the structural change (middle), and the new flavor (bottom).
119
SEPTEMBER
oreo cake design I was suppose to create a cake design branching off from the Oreo brand.
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SEPTEMBER
inspirations I ended up choosing Neapolitan. There were
and chocolate, etc. I wanted the concept to
different routes I could’ve made the cake: have
keep the Oreo brand style, but just add the
the insides strawberry and have the vanilla and
cake. Whether it was close up, far away, a slice,
chocolate be the cookies and cream, actually
a whole cake without the slice; that was the
have three layers be the strawberry, vanilla,
route I was going for.
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TITLE
Regular Oreo packaging (top), some layered cake inspirations (middle), pie crust with top part Oreo design inspiration (bottom right). Photo credit(s): https://www.oreo.com/ Google images
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SEPTEMBER
sketches My goal for the cake package positioning
try packaging concepts for the frozen cake
assignment was to showcase the type of Oreo
for the frozen aisle. I wanted to keep the Oreo
cake the cake package had inside. Looking
brand since I kept the Oreo cookies and cream
at the bakery aisle, there are two vantage
aspect but added a different flavor that could
points, face—up from the cake aisle, or side
work for that type of cake.
face panel from the frozen aisle. I decided to
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OREO CAKE DESIGN
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SEPTEMBER
final result I wanted the spectrum to be towards the
aisle and wonder what the taste could be. I
youth and contemporary demographics.
targeted more towards youths because of the
Since cakes have a layered form to it anyways,
flavors and different flavors in one cake would
making a Neapolitan form with that alongside
probably entice a younger consumer more
with using cookies and cream as the “vanilla”
than an older consumer who may be worried
or “chocolate” seemed like a nice choice.
about their health and intake of foods.
I didn’t deem it as nostalgic because even though there are a Neapolitan—style cake and Oreos, I haven’t seen it mesh with cookies and cream so it’s taking something that consumers may consider a plain classic in the frozen
126
5 THINGS
Four iterations of the Oreo cake designs for the side part of the packaging, if it were stacked.
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N OV E M B E R
cake package final artwork I was supposed to further develop the oreo cake design I previously did and incorporate it to the packaging design.
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TITLE
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N OV E M B E R R
inspiration Since I did a cake design for the side that was to emulate the pre-made cake box, I decided to design a dieline that was for a pre—made cake. I got inspiration from Kroger’s with cakes being stored in fridges and shelves. From there, I took more inspiration from the web with Oreo’s design with their packages.
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C A K E PAC K AG E F I N A L A R T WO R K
Inspirations from Krispy Kreme’s packaging and Kroger’s display of their cakes in the cake aisle.
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N OV E M B E R
prototype one From there, I found the specific dieline package for the pre-made cakes, so I was able to copy it in Illustrator and remake it for this project. I wasn’t sure where all the designs would be at or whether I would do any design on the particular sides that had the flaps, so I printed them out and made a prototype box to see how it looked like and where everything could go.
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C A K E PAC K AG E F I N A L A R T WO R K
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N OV E M B E R
final Once I marked up the dieline package and
of a square since I thought the type of cake
sketched out where I wanted things to go,
I was thinking about for this package would
I designed the package in Photoshop. The
have an oreo cookie in the middle. I wanted to
biggest inspiration for the cake packaging was
keep their design choice with the oreo being
from Krispy Kreme’s packages themselves. I
dunked in milk while incorporating the cake in
wanted to have specific elements on this box
the process. The front side shows the inside
package: front design, the side design (from
of the cake while having their logo in front of
the previous Oreo assignment), the nutrition
the cake.
facts, the history side, and then maybe add some elements that make this more of Oreo’s brand. I made the window part a circle instead
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C A K E PAC K AG E F I N A L A R T WO R K
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N OV E M B E R
conclusion Overall, my goal was to make sure that the customer can distinguish what type of cake this is from the front and side front panels of the packaging. I also wanted to keep it onbrand with Oreo’s design.
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C A K E PAC K AG E F I N A L A R T WO R K
Final artwork for the cake package design for the Neopolitan, three—layered cake.
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N OV E M B E R
colors & typefaces
#f7a3a3
#344ea2
#f6e8dd
#5e4330
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C A K E PAC K AG E F I N A L A R T WO R K
Motiva Sans ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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O C TO B E R
edea redesign For the final project, I had no limits on what I could choose: my own brand or a redesign/rebrand.
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O C TO B E R
initial ideas & sketches At first, I didn’t really know what route to go
it. Tom gave me ideas about a new brand of
for this project. I had many ideas of doing
ice skating clothes, a new brand of ice skates,
redesigns whether it was redesigning k-pop
etc. but didn’t want to force nor push the
albums to sushi/rolls packaging within food
idea of doing this particular topic, but it was
stores or a totally new brand with foods,
ultimately my decision to end up going to the
clothes, etc. With all of my other classes piling
redesign of the skate brand: Edea.
up, I ended up just talking to Tom at my first meeting about not really having any routes for
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O C TO B E R
Various ideas for the final project on what route I wanted to go. From foods like sushi,mochi, and rice, to Korean album packaging, I had no idea what I wanted to do.
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F I N A L P R OJ E C T : E D E A R E D E S I G N
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O C TO B E R
Ideas and sketches of making a new product. The next in line would be something related to clouds for a lighter boot, and maybe after that is something space related.
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F I N A L P R OJ E C T : E D E A R E D E S I G N
Sketches on the boxes themselves for international shipping and regular shipping, as well as display boxes.
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O C TO B E R
research & creative brief From there, I did a lot of research on Edea
them be associated in that manner. Figure
themselves and what was their mission
skating is a sport, as well as roller skating,
behind creating these boots. I already had an
yet for their products, there’s no red being
experience with these skates since I’ve skated
used at all besides the logo. So, one of the
in them before for over two years now, but
initial thoughts I had was to change it to gold
I wanted to make sure that I got their brand
or silver. Since figure and roller skating is an
standards right. They’re really passionate
exclusive sport because of the price range and
about innovation and making sure that they
limited access, their products are often than
make the boots light enough so the skaters
not on the pricey side.
wouldn’t have to worry about a factor that they can’t control. They also emphasized that they’re made in Italy, having that “Italian touch” alongside with “striving for perfection”. Their old designs look like a sports logo, though the red and black color is making
Edea’s current logo and designs.
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O C TO B E R
initial works After doing some research on what their old
of both for the boots and accessories and
designs are, I shifted gears into creating the
then got critiqued on my work in progress
new designs for Edea. Skating always left
presentation. For the most part, I had a
behind a mark, literally and figuratively, and
pretty good direction going, but considering I
I wanted that to be a huge factor in creating
focused more on how the designs would look
these designs. I illustrated six—line patterns for
in the mockups than focusing on the initials
the box designs and just to be a reoccurring
like the typography, brand colors, overall
thing itself. From there I made two different
atmosphere, I had to shift that aside so I
types of designs for the box packages: the
could get some critique on the direction I was
line—heavy designs and the photography—
thinking about going for the project.
heavy designs. I made several iterations
My first initial color design for the Edea logo (left page). On the right page is the creative brief I had to create to show what I will do for this project.
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creative brief: Edea Redesign Business Situation Introduce Edea to retail/pro shops as an “expansion” for their business. Edea is only based in Italy, and so selling their skates outside of that country is through a third-party dealers.
Overview Edea is a figure skating company that has a factory that’s stationed in a little village at the foot of the Alps. The italians that own the company focuses on innovation, Italian style, and modern craftsmanship that embodies the production of these skating boots. They use manmade materials instead of leather and wood like the regular skate boots are made from to make the skates lighter and have a longer longevity for the skaters.
Objectives My objective is to redesign the packaging of the skates boots that fits the names for each skates itself and make the cohesive as a whole line itself, and make them more marketable and more aesthetically pleasing for the audience that are looking for skates. I’m also looking to redesign the packaging for the accessories too and how they can all meld together within Edea’s line and make it so that the audience also buys the accessories along with the skates. My last objective is to also think about the packaging standpoint for third party shipping internationally and how they’re translated internationally, and within the retail/pro shops locally.
Audience The audience is particularly for skaters who are looking to get different types of skates, or people that are getting into skating. Deliverables Presentation with showing the process of the redesign: sketches, packages, research, etc. Schedule 10/15-10/17 research, sketches, gathering images and resources, maybe start on designs of packaging 10/22-10-24 finishing refined sketches, redesigning packages for skates, accessories, international shipping 10/29-10/31 redesigning still 11/5-11/7 redesigning, finishing touches, etc. 11/12-11/14 finishing touches, presentation setup
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Line designs for the packaging system throughout the Edea redesign packages.
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packaging design wip edea redesign
logo edea redesign
packaging wip edea redesign
packaging wip edea redesign
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halfway mark From the work in progress critiques, overalL,
and I tried incorporating those designs
I got a lot of ideas from it and it was well-
into the posters, but the way I handled the
received. Aesthetically, people liked the
typography, as well as the posters themselves,
direction I was going, and one person
made it unachievable for that moment. Yet
suggested that I look towards Swiss designs
searching up Swiss designs made me confirm
and get some more inspiration from there,
that I should keep the aesthetic of the designs
considering that the way I handled the
minimal and visually impactful. This brand is
photography was similar to theirs, and the
emulating a luxury feel, and I want that to be
fact that the company is based in Italy at the
conveyed since there is a lot of money being
bottom of the Alps. I don’t really know if I
put into creating these skates.
achieved it that well with the poster designs,
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Other poster designs that I thought looked interesting to incorporate for the figure and roller skaters.
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Swiss designs and an inspiration from a box for the “opening box experience�.
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Many iterations of billboard ads, vertiically and horizaontally, showcasing figure skaters who wears Edea skates. And one iteration of the skate boot itself (top left, left page).
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final Overall, I did the best that I could. My main goal for this project was to focus on the packaging, and then everything else becomes secondary. I got the general idea for the route I wanted to go and I feel like I achieved that very well. I sectioned the final project into three parts: international shipping, regular shipping, and then take home shipping (display boxes). The extra stuff is included within those sections.
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Redesign of the logo (left), initial redesign of the logo (top right), and the old logo they have currently (bottom right).
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colors & typefaces
#ffd356
#bcbdc0
#1a181d
#ffffff
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Madrid
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Univers ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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The three shipping companies I researched to see which fit Edea’s standards the best (top). Different shipping icons that are used for shipping packages and the ones I picked for Edea’s concerns with shipping internationally (middle and bottom).
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International shipping stickers from Edea. One is just a regular sticker (top) and the other has the shipping symbols on the sticker to have their standards of shipping and their name all in one place (bottom).
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Regular shippiing box that holds all the products packaging inside this box (right). Closer detail of the top side of the box packaging (left).
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Display boxes of skates and boots for retail/pro retail shops (left), and regular shipping boxes of roller and figure skating with the male and female line (right).
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Display boxes of blades and wheels for the boots, alongside with the regular shipping box (bottom left). Details of the side part of the display boxes (bottom right).
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Final designs for the shopping bags (top and middle), billboard ads for the skate boots (bottom).
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Accessories for the gloves, lace straps, and laces (top), a billboard welcoming a skater who uses Edea’s products (bottom left), and blade covers (bottom right).
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Photocards that customers would get once they purchase Edea’s skates, boots, or blades. A revamped version of their insragram page (right page, bottom right).
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future steps After the presentation, I ended up taking a
refinement, I will work on rebranding Edea
lot of notes from the critiques that the guests
with creating a new logo for them, recreating
suggested. I also took a lot of notes from the
their website to make it more like a luxury
suggestions that they gave to my peers on
website that’s accessible for online shopping
both days of the presentation. Taking these
as well as accessible for information, and then
notes was for me to know what direction to
maybe make a promotional video of someone
head to next after refining the designs I have
skating with Edea skates or an animation
currently for the redesign. I think after the
using the line designs themselves.
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colophon Title: Rachel regular 35/42 Subtitle: Gotham thin 25/20 Body 1/2 columns: Gotham book 7.5/14 Caption: Gotham medium 6/10 Fall 2019 Packaging Design Photography: Ravnn Thornton, and to the sources credited alongside with the sections and photos. Book Design: Ravnn Thornton
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CREDITS
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MONTH
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