Project 2 - Packaging & Merchandising Design (MLE)
(Week 1 - Week 11)
Aisya Diva Anwagodsa (0365505)
Packaging & Merchandising Design / Bachelor of Design (Hons) in Creative Media
Project 3 - Brand Merchandising Project
Table of Contents
Lectures
Project 2 is a collaboration project between the business students, psychology students, and design students. In this collaboration, our main purpose as the design students is to help business students to create a packaging for their product. There are 3 brands from business students:
- Thermobrew (coffeepress product)
- DYO (Tumbler)
- Paw Cast
Forming a Group
Since this is a group project, we have to form a group containing at least four people. Before doing that, during the first week all of us have to see presentations from all of the group from the business school, the purpose was to introduce their brand, their vision, and targer audience to the design student.
After seeing all of the brand's presentation, my group and I decided to go with the DYO product. DYO itself is a tumbler thatis made for keeping 2 different kinds of drinks, and they have four different designs as explained below:
- DYO Classic - The original version of this product.
- DYO Fitness - Made bigger, for people who are going to the gym, exercise, etc.
- DYO Kids - Made specifically for kids, the size is smaller compared to other design, also have extended strap so can easily carry the product.
- DYO Care - Made for people who wants to have a healthier lifestyle, have a pill storage under the bottle, that will help the customers to stay hydrated and reminded to take their daily vitamins.
For any group who decides to work with the DYO bottle, they have to select which variation they wanted to work on. Our group decided to do packaging design for DYO Care.
In the following week after the first meeting, the business students held another meeting to explain more about their target audience and give the raw sketch of the bottle through the group chat.
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| Fig. Communication with TBS students Week 3 |
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| Fig. DYO Care sketch Week 3 |
Logo Creation
After they sent out the sketch and dimensions of the bottle, our group started working on the logo first. For creating the logo itself, each group working with the DYO bottle will hand in their logo, and the business students will decide which logo to use for their brand. I started to make some sketches, in my sketches I tend to play with the typography, but then Sheryne initiated the idea for the logo b using the unique feature form the bottle, which has two lids, and decided to implement it into my digitalized logo.
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| Fig. Rough sketches of DYO logo (Aisya) |
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| Fig. Digitized logo compilation by me |
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| Fig. Logo compilation from each group member Compiled by Lizzie |
After brainstorming some ideas, we gathered all our logos and filtered them to be voted on in the DYO Design group chat. This group chat consists of all the design students who are working on the DYO brand. The purpose of creating this group is to share information and thoughts on this project. Each group will send all of their logo draft in the group chat and we will vote on which logo that should represent each group.
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| Fig. Final logo draft from our group |
We sent out the final draft of our logo to the DYO design group for voting. Below are the most voted logo from each group.
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| Fig. Selected logo from each group |
All these four logo was sent to the business student, and they decided to select logo number one, which made by the DYO Kids group. With a note to refine some parts of the logo. Below is the final result.
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| Fig. Final DYO Logo by The DYO Kids group |
Packaging Design
The logo had been decided, and now we started to work on the die line. For the die line itself, we used a simple tuck top snap-lock bottom box type. The purpose it's that it could secure the product and is easy to open, and it's proper for keeping heavy products like the bottle we have, because the material of the product is stainless steel and the size is big (this type of product is also commonly used in the industry).
My job was to create the base die line and then distribute it to another member, so they could put their design using the die line.
Packaging dimension:
- Height: 27,5 cm
- Width: 8,5 cm
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| Fig. 1st Draft die line |
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| Fig. 1st draft packaging design by Aisya |
Above is the first draft I made. I intentionally put a gradient in the packaging to represent the transition from lifestyle to a healthier life. To help elevate the packaging design, Sheryne created an illustration of the bottle anatomy to help customers visualize the product without opening the packaging. Mr Shamsul also suggested that we make the window smaller to give more support to the packaging.
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| Fig. 1st draft die line designs by all of the group members |
We decided to use green as our colour, because it represents nature, health, and we also wanted to point out the fact that the packaging is eco-friendly (information from the business student). After receiving feedback, I wen back to illustrator to improve the design I have made and turn it into a mockup so audience could imagine how the packaging will look like when it's fully assembled.
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| Fig. Design draft 2a by Aisya |
In this design, I removed the big window in the front since there's an illustrator of the bottle anatomy from the side, and to prevent poor support for the packaging. I also utilized the "O" from the logo as a small window to peek and see the color of the bottle. In this design I did not implement the gradient to create more variation.
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| Fig. Design draft 2b by Aisya |
This design carried the same purpose as Figure [], but the difference was just in the gradient usage and a bigger window, for the information placement was still the same. I put the bottle anatomy on the side (right), the care instruction on the left side, and the dos and don'ts at the backside of the packaging.
At this time (week 9 - 10), we are supposed to send the final draft to the psychology students, so they could do an eye tracker test to see which design attracts the audience the most. Below is the final design from our group.
Ps. The psychology students did not set the limits on how many designs we should send to them.
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| Fig. Design handed to psychology students by all group members |
After waiting for days, the lecturers held an online meeting, where psychology students presented their research (eye tracking) results to us (sadly, the eye tracking machine was broken so they had to switch the method into an interview), and the design students explained about their packaging design. In my opinion, we, the design students, should have a separate presentation to explain our design first before handing the design to the psychology students, instead of explaining our design when the result is coming out. It will give the audience a better understanding of our design, and the psychology students could put that into their brief. One more thing again, they did not include all of the design we sent to them. Below is the result we received from the interview. From all of the designs, the most appealing was the blue colored packaging. The reason why blue colored packaging attracts more attention compared to the other was because of the color (blue represents wellness,) and it also has detailed information.
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| Fig. Interview result by psychology students (SLAS) |
Box Printing
As we received the result, we continued to print the box. But before printing it out in the actual size, we gotta check and see if the die line works, especially the tuck bottom part.
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| Fig. 1st prototype trial |
As expected, the tuck-in got a problem; it could not lock perfectly, also, the material we used was a hvs paper and we printed it out in a small size, so it was a bt hard to assemble the box. So in the next day, we decided to use our actual material and printed it out in the real size, we bought corrugated cardboard (4 mm thickness) and went to the laser cut place.
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| Fig. Laser cut attempt |
It took us some trial and error to get it right. Sheryne and Jovan were the ones who were trying to solve the tuck-in problem by measuring the existing prototype and then adjusting the die line in Adobe Illustrator. The changes were made around the flap that doesn't have gaps. After make sure that the die line is correct, we sent out our die line + design to the printing shop (we went to mummy printing).
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| Fig. Final die line |
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| Fig. Final design by Aisya |
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| Fig. Final result |
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| Fig. Final result |
Final Submission
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Feedback
Week 9
- The window need to be smaller to give more support for the packaging.
- Try more layout and place the selling point of the product at the front.
- Add the illustration to the packaging (bottle anatomy).
Week 10
- Need more color variation.
- Don't split the logo into 2 color, while reducing or lowing the curve when using wavy element.
Week 11
- The result of the interview shows that people preferred the design in blue, it is more aligned with the image of the bottle.
- A psychology lecturer suggested that we can emphasize the meaning of the design while presenting to the audience, in this case like explaining the purpose of our color usage and elements in our design.
Week 14
The physical packaging is good to go
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Reflection
Experience:
I could say this project was not the best among all of the projects that I did, it gives a strange vibe (maybe because I feel like the communication between the majors are lacking and need to be improved). I also feel like the communication between the lecturers should be improved as well. This project could be better if we had good communication. But the experience of making the packaging was fun, especially when we saw our packaging physically, it paid off the confusion and our disappointment because of the lack of communication we had with another major.
Observations:
A collaboration project should be well established so it's not leading the people inside it into confusion. Aside of that, I learned that making packaging was not easy, it took us a lot of error and trial to get the die line that we want to, and we also have to consider the durability of the packaging itself, is it strong to hold the product, or do we need to improve it so it could work very well? It's such a tiring process, but also meaningful, because if we don't experience it by ourself, we will never know the struggle and how to solve it.
Findings:
I find that entering packaging design and the branding of the product we have to know who's our client, as we will be the one who helped the to communicate their product to the world through the packaging, we have to be considerate in placing information, elements, and think about what elements need to be included in the design. It was nowhere to figure out before I did this project, but now I know.
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