Packaging and Merchandising - Project 2
Packaging and Merchandising Design|
Week 8-11
Chan Meiling// 0337771// BDCM
Project 2
INSTRUCTIONS
MIB
Week 8
In this project, we are collaborating with the bio-science school to come up with a packaging design for their food products. This projects require us to work in pairs and I've partnered up with Della and we have chosen frozen dessert for our food product.
At the beginning of the project, after attending the bioscience school's presentation, I sent a message to their group leader and requested for a copy for their presentation slides so that it will be easier for Della and I to understand the product and the requirements better
Here's the presentation slides given by the Bio-Science school group that we are working with:
At first, I prepared a miro board instead of a presentation slides, so that instead of letting them see what are the ideas we have in mind, it allows more discussions and opinions by them by looking at what we have on the board and stating their opinions. We also encouraged them to add on examples they like.
For the first meeting, they talked about their products, the USP, and all the important infos that should be highlighted. They told us that the flavors they would like to go for would be celery with strawberry swirl. We discussed about the style they would like to go for and they mentioned that they would like to go for a more minimalistic and elegant type of design.
Week 9
This week we showed our bio science school partner some examples of ice cream pint designs which are more minimal and elegant.
Week 10
Since our partner from the bio science school still cant confirm with us the flavors yet and no information were given to us, it was rather hard for us to develop the sketches properly. Since we have no idea where to begin I decided to just sketch out the layout and show them to see whichever they would prefer.
Sketches done by me:
Sketch 1
Sketch 2
Sketch 3
Sketch 4
Sketch 5
Upon confirming the flavors, it was already pretty late and our presentation is the following week, which put me in quite a lot of pressure. Since the design the bio science student wanted is more elegant and it's a plant based, organic product, I decided to try illustrating the organic shapes to make it as the pattern of the packaging.
First Attempt
Mock-Up 1 ( Proposing Concept)
After my first attempt, I sent a mock up to them proposing about the concept that we are suggesting which is using organic shapes as a pattern for the packaging design. The approved the design concept but they requested to have all caps for the logotype for their brand name "Fream".
After the concept of the design was approved by them, we started to do more exploration with the forms and layouts create more variations
Second Mock-Up
After completing the second mock-up version of the packaging, we asked for some feedback from them and they said that it looks good. However, one of our partners from the bio science school suggested adding the illustrations of almond instead of just showing the almond textures because it's not obvious enough.
While waiting for their feedback, Della and I also decided to explore other forms but after our discussions, we both agreed that these attempt are not successful to reflect the offerings of the product or the concept our partner would like to go for.
Forth Attempt
Fifth Attempt
Sixth Attempt (Layout)
Hence, I decided to take the bio science school partner's advice adding almond illustrations on the previous design I've showed them.
Seventh Attempt
Third Mock-Up
Information typesetting done by Della:
Typesetting Attempt 1
Typesetting done by me:
Typesetting Attempt 2
Besides, I decided to text Ms Zettie and asked her for her feedback on the packaging design. She mentioned that the colour is a little muted and the element below the logotype could have more contrast so that it will be more eye-catching.
At the beginning I decided to make the element below the logotype slightly darker and adjusted the placement of the logos and barcode.
Eighth Attempt
Fourth Mock-Up
After completing the Fourth Mock-Up, I just felt like the colours are a little too dull. I decided to go on Photoshop to adjust and play around the saturation.
Colour Altered Mock-Up on Photoshop
I then decided to adjust the colours slightly brighter with higher saturation. After a discussion with Della we decided to change the colour palette and we both think that the colour schemes is much more eye-catching and pleasant.
Besides, I've sent this version to the bio science school partners and they agreed that they prefer the brighter colour version of the packaging design as well.
Final Packaging Design Layout
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Top Sticker Design
Final Mock-Up 1
Final Mock-Up 2
After discussing with Della, we have decided to create the planogram by including the packaging design from the competitors the bio science school partners have chosen. Della then proceed to create the planogram.
Final Planogram
This week we presented our outcomes in class with the participation bio science school as well.
Final Presentation Slides
FEEDBACK
Week11
Ms Zettie commented that the colour palettes are a little dull and she suggested adding more contrast so that the logotype will stand out better.
After Presentation
Ms Zettie commented good job on the explorations and the outcome looks nice. She said that it is commendable that we have highlights all the considerations to come up with the final design.
Dr Neo raised a questioned that the illustrations does not show the form of an ice cream which could possibly cause confusion for the audience to know what the products is about. She commented that it is also good to see that we have compared the packaging design with the competitors to have a better comparisons.
REFLECTIONS
Experience:
Throughout this project, it was quite tough one because of the delay of information and confirmation. We had no idea how or where to start after our partners from bioscience school have changed their flavours. Besides we also had to wait for quite a long time for their confirmation which was almost 1/2 week before our presentation which put me in quite a stressful situation. I'm also thankful for Della for being supportive and it was nice to work with her while motivating and helping each other out.
Observation:
I observed in many ice cream packaging design there are actually a large range of varieties of design which can be really different. I think this also depends on the marketing approach a brand chooses which some can be seen are prone to like a branding product on social media to attract customers, while some is targeted to be put out in grocery stores which has a different approach, which affects the overall design approach. Hence, I feel that this is important to take note of while communicating with our clients in the future.
Findings:
For our final work, I do think that Dr Neo's question do have a point that the absence of the indication for the product could be confusing if it was a completely new product on the market. However, some other brands in the market does not have that as well, this also depends on the marketing and advertising approach which I think I should be more careful when it comes to designing a packaging design for a brand new product that has not been on the market before.
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