Packaging and Merchandising Design:Project 2/Innovative Packaging

July 10, 2024

Packaging and Merchandising Design:Project 2/Innovative Packaging

Week 4 - Week 10
YeXinyan / 0355096
Packaging and Merchandising Design / Bachelor of Design (Hons) in Creative Media / Taylor's University
Project 2 /Innovative Packaging

Instructions

Lectures:

All lectures have been completed in Exercises: Case Study

TASKS:

In the fourth week, I met my food science team for the first time in an online meeting. They presented the food product they were currently working on, Okara Meatballs. My task was to research and analyze the product and its target market and design a food packaging for their final product. After their presentation, I began to have preliminary thoughts.

1) Moodboard

In their brief, they had two brand names to choose from, Okaré and Okarawr. In my opinion, I prefer Okaré because it looks simpler and represents the brand better than Okarawr. And such a brand name is easier for consumers to remember. In the end, I used Okaré.

Based on the information provided by the food science team, I started thinking about what elements would be suitable to put in the packaging of Okara Meatballs. At the same time, I started looking for visual references of existing Okara Meatballs packaging, suitable color palettes, fonts, logo ideas and anything else that could help me visualize the packaging.At the same time, I started experimenting with different backgrounds and colors for the title, subtitle, and elements in my package.Due to the advice of the Food Science member, I decided to make it into a ziploc bag.

Fig. 1.1

Moodboard

2) Logo

After I had a better idea of the art direction, I started working on the logo. Based on our current products, I tried to combine elements of meatballs with the logo.

Fig. 2.1

Logo Drafts

At the beginning, I was going to use the fifth letter stacked up and down as my final logo, but after consulting with Mr. Shamsul, I found that there was no strong reason why the two letters should be stacked... Relatively speaking, I found that the second logo was more suitable as my brand logo (the concave arc in the middle of the letter "k" is just an Okara meatball) so I decided to use the second logo in my draft as my final logo.

I went back to the food science team and showed them my logo and they thought my second logo was the best fit, so I consulted my lecture and after their approval, I continued to experiment with various colors in my logo.For color, my food team wanted the visual effect to be impactful and avoid using any green. My lecture suggested that I use warm colors, which would have a better effect on the packaging. I started to try various colors that would be suitable for placement in the logo.

Fig. 2.2

Logo color experiments

After the food team observed the colors, they suggested that I use black fonts and use a striking color in the background. So I decided to use black as my logo color.

Fig. 2.3

Final Logo

3) Product Packaging Design

Before finalizing the logo, I tried testing a few layouts for the front packaging to see where the window should be placed and how to place the image, text, and logo harmoniously.At the moment, I am still confused about the choice of color.

Fig. 3.1

Packaging Layout Attempts

After deciding on my logo and font, I started to image and create the packaging layout.

Fig. 3.2

Group Packaging Layout Attempts

After deciding on my logo and color palette, I continued to explore and craft the packaging layout based on the colors and imagery.

After discussion among the food team, they preferred the combination of red background and black text, so they finally chose the visual effect of red background and black text.

Fig. 3.3

First Layout Draft - Adobe Illustrator

For my first layout, the included nutrients weren’t laid out horizontally, so I went back to Illustrator and tried another layout, making slight changes to the graphic elements.

Fig. 3.4

Second Layout Draft - Adobe Illustrator

On my second try, I continued to explore the layout of the information on the back of the packaging and decided to continue to make further improvements.

During the consultation process, I was advised to add the key nutrients on the cover of the package. And combined with the feedback from the food science team, I needed to introduce the ingredients in my packaging.

Fig. 3.5

Second Layout Refinement - Adobe Illustrator

While perfecting the design, I was also waiting for the food science team to provide the final values of the nutritional content. Just when I was in the final stage of design, I was told that the net content of my final package would be increased from 15 to 17.

Fig. 3.6

Nutrition Facts Labelling - Adobe Illustrator

After confirming all the labels and information, I carefully made some minor adjustments to the layout before finalizing it.

Fig. 3.7

\Final Packaging Layout Design - Adobe Illustrator

Fig. 3.8

Final Packaging Layout Design Front - Mockup

Fig. 3.9

Final Packaging Layout Design Front - Mockup

Fig. 3.10

Final Packaging Layout Design Back - Mockup

Once we had the packaging designed, we had to create a slideshow presentation in which we put in our competitor analysis, roadmap, and final results.

FINAL OUTCOMES

Fig. 4.1

Final Packaging Layout Design Front

Fig. 4.2

Final Packaging Layout Design Back

Fig. 4.3

Final Packaging Layout Design Front - Mockup

Fig. 4.4

Final Packaging Layout Design Front - Mockup

Fig. 4.5

Final Packaging Layout Design Back - Mockup

Fig. 4.6

Planogram

Final Presentation Slides-PDF

Feedback

-Week4

Continue to experiment with different color palettes, choose warm colors and have contrast. The photo of soybeans is not advisable as a logo, try more possibilities.

-Week5

The nutrition facts display logo does not work, you can consider other display effects. You can consider adding more than one Okara meatballs on the back, which will be a better visual effect. It is better to explain in the image that Okara meatballs are from Okara, because not everyone knows the ingredient of Okara.

-Week6

Try different arrangements of the three ingredients, minus the leaves. Try different arrangements of the certification logo.

-Week7

The nutrition facts table is placed reasonably after the confirmation of the food team. The location is a bit unreasonable. The food ingredients should be placed at the front so that consumers can see it at a glance.

-Week8

The font size of the nutrition information table can be reduced appropriately. Stacking the meatballs in the front will have a better visual effect. You can try adding patterns to the different cooking methods on the back.

-Week9

The meatball stacking effect of the cover is a bit like brownies, and other arrangements need to be tried.

-Week10

Add another background to the raw material to show it off. Adjust the spacing between words and lines to make the text look neater. Placing the slogan inside the logo is a good option.

Reflections

Experience

-While collaborating closely with the Food Science team on this project, I learned a great deal of interesting stuff. Working with them was enjoyable because they improved the efficiency of the partnership by responding to the design fast. Working with the Food Science team on design and communication was a really intriguing experience that felt a lot like actual job. I believe that we collaborated well, used our time wisely, and finished the Food Science team's design before Week 10.

Observation

-I made an effort to simplify the quite complicated logo that I had initially developed. When creating the logo, I discovered that the more basic the design was, the more effectively it fit the product package.

Findings

-It was quite intriguing, especially the layout, as it was my first experience creating food packaging. I experimented with several layouts, and I looked different in each one. To really figure out what works best, I believe that a lot of trial and error is required.

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