Packaging & Merchandising Design // Project 2

 

17/09/21 - 05/11/21 (Week 4 - Week 10)

Caitlyn Aurelia Tjandra (0339381)/BDCM

Packaging & Merchandising Design

Project 2 - Innovative Packaging

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Lecture Notes

Week 8 : The Art of Visual Merchandising

1. visual merhcandising

- visually appealing product -rtistic product display - capture attentionand interest of shoppers -direct and significant impact on revenue 2. Common example visual Merchandising - Display windows - Store Layouts - Interior Display - Mannequins - Point of purchase display - lighting design effect - Music - scent odour - Graphics - Interior design - Seasonal display - product displays - product categories - cross merhcandising

Week 9 : Importance of Promotional Merchandising 

 - one of the most effective marketing tool 

1. 5 tips for decding 

- quality,usefullness,uniqueness, durability 

 2. BPMA: Usefullness, consumer felt appreciated

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Instruction

Project 2 : Innovative Packaging

Presentation

Weekly Progress

For this project we are working in a group to create a design of a product by bioscience students. My design partner is cynthia and we are paired with a food dessert product. Our task is to create a packaging design for an bioscience's project that has been chosen. Our packaging design must be able to communicate and be marketable on a local or international level. You may need to create a brand for the product, and the design should explain the usefulness of the product. 

Chicgo Weekly Progress by Caitlyn Tjandra

P2 Final Outcome Presentation

Chicgo p2 submission by Caitlyn Tjandra

Creative Briefs ( Week 4 - Week 5 )

Brand Intro & Informations

We had our first meeting with bioscience students this week. We talk about the big picture of what they anticipate from us and the notion of their brand. During our conversation, Cynthia and I were able to acquire essential information about their product and brand, allowing us to grasp what value they are seeking for before beginning the design process. In these documents, we documented all the following information:

Determine Concept & Reference

After gaining necessary information, I create a collaborative Pinterest in which we input reference we thought would suit the brand and present the overall concept to bioscience student to see the overall concept they are leaning to.

Fig Logo Reference

Fig 1.0 Primary Packaging Reference

Fig 1.1 Secondary Packaging Reference

The keywords associated with the brand that we need to remember when designing are:

    1. Modern

    2. Innovative 

    3. Unique

    4. Premium

    5. Minimalistic

Brand Logo (Week 6 - Week 7)

Logo Sketch

Fig 1.2 Caitlyn's Logo Sketches

Fig 1.3 Cynthia's Logo Sketches

After determining the reference, bioscience students choose a combination logo over a casual wordmark. So, we each drew a design on paper for several logo concepts based on their key brand theme, which was dessert brand, plant-based product, and their product's major ingredient, chickpea. After we complete drawing, me and Cynthia sent our designs to each other over WhatsApp, critically analyze each one, and select the top five for biology students to choose from.

Logo Drafts

Fig 1.4 Digitalised Logo Attemps

Fig 1.5 Chosen 5 Logo

After showing each other sketches, we finally narrow down the logo into 5 items in which we digitalised and tidy up the overall logo to make it look pleasing. Then, we present them to bioscience students to choose.

Final Chosen Logo & Typeface

Fig 1.6 Chosen Logo

Following the presentation, bioscience students debated which logo they like and chose the third. The logo was designed with a chickpea form with a leaf within to signify a plant-based product. I wanted to keep it simplistic, so I kept the negative space in mind and preserved a nice stroke for the line in order to have a balanced logo that was neither too bold nor too thin.

Then, as I worked on the chosen logo, we both looked for typefaces that would complement the logo icon and overall brand strategy. We displayed the typeface alternatives, and the Bioscience students chose Crimson Text for the title and Menlo for the tagline.

Fig 1.7 Chosen Typeface

Final Outcome

Here is the final logo using the final typeface of the brand. There are several brand name changes throughout the design process week which could be seen in weekly progress presentation. However, the final brand name chosen is Chicgo.

Fig 1.8 Final Logo Outcome

Color Palette & Graphic Elements (Week 8)

Color Palette 

This was our initial color palette. However, bioscience student told us the color is not suitable for dessert product since it looks pale and doesn't look appetizing. 

Fig 1.9 Color Palette attempts

Then, we discussed more towards having color pallette revolves around one of the product's components, which is berry compote. Cynthia worked on the color palette again and from feedback by bioscience students, they told us although they liked the color palette,  the color tone are too bold for dessert brand and evoke Chinese New Year concept more. Therefore, we kept the red tone we are going for and lightened the color palette instead to a perceive more pink berry.

Fig 2.0 Final Color Palette

Graphic Elements

For graphic elements, I made a pattern based on chickpea to corelates with the brand. 

Fig 2.1 Pattern

Then, after working on the drafts of my packaging. I wanted to add a fun , memorable while evoke a simple and modern graphic elements in which I added a stamp shaped graphic elements which could be used as an overlay and seperate important information.

Fig 2.2 Stamp

Packaging Design: Primary Packaging (Week 7 - Week 10)

Sketch

As with the logo, we begin by sketching on paper to figure out the layout and design that conveys the mood using the term they provided us. For our project, we must design two distinct packagings, primary and secondary. As a result, I opted to divide the job with Cynthia. I worked on finalizing the chosen logo, visual components, and primary packaging. Meanwhile, Cynthia was working on secondary packaging, the color palette, and the planogram. As a result, my blog would cover primary packaging, while secondary packaging may be found on Cynthia's blog or in the weekly progress and final outcome presentation above.

Fig 2.3 Primary Packaging Sketch

Attempts

After sketching, I went ahead and digitalised the sketch while trying different layouts.

Fig 2.4 Primary Packaging Drafts

Drafts

Then, this was the compilation of drafts progression on primary packaging in which there were several minor changes here and there.

Fig 2.5 Primary Packaging Drafts

Final Outcome

Fig 2.6 Primary Packaging Final Outcome

Fig 2.7 Primary Packaging Final Outcome

Fig 2.8 Secondary Packaging Final Outcome

Fig 2.9 Secondary Packaging Final Outcome

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Feedback

Week 5

BioScience Student Feedback:

Color palette: 

- neutral 

- perhaps using the ingredients 

- no neon color 

Logo: 

- likes the reference 3 and 4 

- simple and minimalist 

- perhaps incorporate chickpea as the logo 

 Packaging: 

1. 

    - Ref 4 

    - simple and minimalistic 

 2. 

     - ref 1 

    - want simple but not too simple 

    - perhaps use an illustration of the product 

Week 6

Specific Feedback:

Make sure to show the bio student several options not only 1 for them to choose

BioScience Student Feedback:

Logo: 

 - 1st, 3rd and 4th 

- white or black logo color 

Typography:

 - 4th (more pro more formal) 

- gaps between words bigger 

 

Packaging: 

    Primary:

        - 1st and 4th info ( plant based, naural ingredients, nutritional)

         - storage , exp 

    Secondary: 

        - last packaging one is much better 

        - its already neat

Information: 

 - no less than 10pt font 

- buatan malaysia certificate 

- allergen info 

- nutrition fact, best before

Week 7

Specific Feedback:

- Even though bio student choose the layout, experiment on the other as well since they might have problem later on

Week 9

Specific Feedback:

- packaging 2 the four logo and address move it to the side 

- overall the design already good, simple but catchy

BioScience Student Feedback:

- changes in ingredient list 

- xx calories, source of dietary fiber, source of protein

- new sizing packaging 

- new extra logo

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Reflection

Experience

This was a great experience. Working as a team to create the brand was a lot of fun for me. Fortunately, our bioscience colleagues are all delightful to interact with. They are really helpful and polite. Because we had excellent communication, our job flowed easily.

Observation

When working with a client, I observe that there are several factors to consider. We may experience certain issues as a result of waiting for information from them, which may cause us to be delayed. We may also have differing viewpoints, in which case we as designers, must maintain open perspectives and be willing to take feedback.

Findings

In terms of self-development and design abilities, I'm witnessing development. By providing us with a prompt, we are working on a more structured project than our other modules, which are more open to ideas because we are the ones who develop them. However, with this one, the product and concepts have been offered, and we need to evoke the most of the product through design while also improving their branding.