GrC 337 - Consumer Packaging
LightWork AICC Competition
Spring 2023
Olivia Cooper, Ashley Ho, Malia McCaig, Zoe Woomer
Agenda
Background Information
Marketing Research
Target Market
Budget and Cost Issues
Production Issues and Constraints
Regulatory Issues
Environmental and Sustainable Practices
Packaging Design
Resources
Background Information
Company History:
College students who want to make the lives of our peers easier.
Brand History:
To create a hardware kit geared towards college students moving away from home. "Light Work" - We'll do the heavy lifting so you can do the light work.
Marketing Research
College students expect to spend an average of $1,200.32
— up about 13% from a year ago, according to the National Retail Federation.
The bottom line: parents want to help their student be successful in college — from orientation to graduation day to their first job out of school.
MarketingResearchCont.
Target has a college registry. It’s also partnered with Pinterest on a visual search tool for its app that let’s a shopper snap a picture of an item and find a similar one at Target.
Amazon has also expanded its number of staffed on-campus pickup locations and/or co-branded bookstore to a dozen locations nationwide.
brick and mortar matters. The physical space matters to Gen Z. They live online, they live in social media, but the social connection and the experience of going into a store and being able to immerse themselves and engage with a brand or a retailer in their own personal way is critically important.
Target Market
Parents of College Students
"we love our kid!!"
College Students
"I'm not sure what to do"
Young Adults
"I'm in the real world now I guess"
Sustainability+ Environmental Considerations
Our group wanted to explore alternative substrates and what is available in terms of recycled materials.
If we were to mass produce this package we would also want to consider the environmental impact of production.
Choosing manufacturers that value sustainability and carbon footprint is important to us.
Production Issues Constraints
Graphic Issues:
The nail box was very small and when we tried printing our logo on it, we couldn't read what the logo said.
Equipment Issues:
The Kongsberg wasn't working two weeks in a row so we weren't able to cut out our drafts to see if they worked or not. During our final print, the Kongsberg malfunctioned and didn't check the registration marks.
Design Issues:
For the hammer box, the wings wouldn’t tuck in and close properly because we didn’t take into account the thickness of the cardboard.
Budget &Cost Issues
Our biggest cost issue that we would hit with our box would be that we are using quite a bit of material, which would significantly drive up the price.
Instead of having one box with specific inserts for each tool, we opted for a more complex model, which contains four boxes inside another larger box.
Assuming each E flute box is $1.00 and printing cost is $0.30 for 500 boxes
Budget &Cost Issues
Since the tools in the box are heavy when they're together, it will ultimately cost our team more money when shipping each of the boxes out to the customers.
Our outer two boxes would be the most expensive, as these are the largest and also require the most ink of all the boxes that we created. Both boxes have artwork that floods the box, and both also require an underprint of white which would also make it more expensive.
That being said, our inner boxes would at least slightly make up for the amount of ink used on the outer boxes, since the inner boxes only have a small strip of artwork that leaves a majority of the box only showing the natural kraft color of the corrugate.
Regulatory
Issues
SB 54 (Allen, Chapter 75, Statues of 2022)
Recently signed and requires that all packaging in California to be 100% recyclable or compostable by 2032.
SB 343 (Allen, Chapter 507, Statues of 2021)
Prohibits the use of the chasing arrows on any other indicator of reyclability on products and packaging unless certain criteria are met.
Outlaws manufacturers and others from selling products or packaging labeled as recyclable unless the items are regularly collected and processed for recycling in the state.
Requires ongoing studies to make updates to the statewide analysis every five years.
A-Analogousthinking
B-Biomimicry
C-Connect/develop
OFINNOVATIO N
ABC Model
Box design considerations: Stand out, make sense, and sell today.
Reflection on college preparation: Comparing experiences with parents. Parents thinking we needed everything for college. Easily persuaded by college sections in stores.
Applying the pattern to the assignment: Targeting those going off to live on their own for the first time.
Essential qualities considered for dorm room products: Reusable storage solutions. Compact products. Trendy packaging.
A-Analogousthinking
B-Biomimicry
C-Connect/develop
OFINNOVATIO N
ABC Model
Biomimicry application:
Examining nature for inspiration.
Observing natural folding patterns.
Noticing how things condense their size for storage.
Implementation of folding quality:
Small prey in nature as a reference. Discretion when needed.
Unfolding into something grand during use.
A-Analogousthinking
B-Biomimicry
C-Connect/develop
OFINNOVATIO N
ABC Model
Partner with retail stores near colleges during back to school season
Have a point of purchase display near all the college dorm essentials
Partner with influencers who are starting with college
Create posts with our hardware kit
Demonstrate that it is aesthetically pleasing and designed
Create a video explaining what comes in our hardware kit
Demonstrate how convenient it is
PackageDesign
Initialdesigns
Prioritized unique, reusable, space
Designdevelopment
Overcame challenges in creating a unique
dieline for 5 boxes.
Ensured secure packaging for nails, hammer, Met target audience's needs and has a trendy
dieline without templates, resulting in 6 and lightbulbs without movement or damage. gender-neutral, retro look.
Finaldesign
Final design exceeded expectations
Emphasized easy opening for individuals with dexterity-related challenges. efficient designs.
Thankyou! for listening :)
Bibliography
Aquino, Judith. “What Retailers Need to Know as Gen Z Goes to College.” TTEC, www.ttec.com/articles/whatretailers-need-know-gen-z-goes-college. Accessed 4 June 2023.
Howland, Daphne. “Retailers Zero in on College Market.” Retail Dive, 22 Aug. 2016, www.retaildive.com/news/retailers-zero-in-on-college-market/424886/.
“Packaging Materials Management.” CalRecycle, 2023, calrecycle.ca.gov/packaging/.
Rachal, Maria. “Tracking US State Packaging Policies.” Packaging Dive, 19 Apr. 2023, www.packagingdive.com/news/tracker-packaging-state-policy-epr-pcr-pfas-recyclability/647362/.
Repko, Melissa. “With College Kids Returning to Campus, Back-to-Dorm Spending on Track to Make Bigger-but Later-Splash.” CNBC, 13 Aug. 2021, www.cnbc.com/2021/08/13/back-to-college-spending-on-track-tomake-biggerbut-latersplash-.html.