AD204 Art & Design Development 2 - Packaging

this project involved 3 mini briefs of packaging to brand or rebrand.
this included :

1. a brand new chocolate bar that i had to come up with my self from scratch and then design it,
2. redesign the products for nuby aimed at parent and baby
3. a rebrand of packaging that i thought that doesnt work well (king and queens shower gel)

1.Chocolate : Giggles

The task was to create a chocolate bar, to do this we had to think of the idea or gimmick that give the appeal, so the chosen idea is chocolate lips on a lolly stick that anyone could put up to their mouth and act as a prop as a smile, this interacting with the product in a fun simple way that would act as the selling point.

we had to think of a name that would fit in with the target audience of the chocolate ; this being for young children,toddlers (, aged 3-7) and parents buying for their children.

the name being chosen on giggles as its fitting with the product and the idea of the product in a friendly happy name, suiting the main target audience.

I decided the product would be presented portrait and would be taken out of the foil packet with a card tray that supports the chocolate inside the packaging.

front

back

very child -like,bright,bold, fun and eye catching using bright primary hues, puzzles and detail to the illustration to visually demonstrate the choclateness of the product.

2.NUBY

original branding of nuby

teething ring

soothers

non drip cup

the redesign of nuby range with 3 exmpless of how the design would work are as followed below.

soother is used as part of the pig's nose, with the hole of the soother acting visually as the pigs nostrils and the shape of the soother creating the shape of the pigs nose.

the cup acts as the base for the elephants head and the body follows off continuing the design.

the teething ring acts as the outline shape of the snails shell.

using the animals acts as early years learning basics that children are taught, this turning the animals in to characters with diffrent shapes and bright colours that relate to the animals, makes the animals fun and friendly that gives its appeal to the target audience.

this being my favourite packaging design out of the 3 as i think this works the most affectively

3.kings and queens rebrand

original logo and branding of kings and queens

original design is mixed and over done with the feel of two logos together when it is one really.

my design

logo rebrand-elegant and sophisticated that stands out well with a regal feel

front packaging redesign

back view of packaging redesign

The design takes on a strong regal take using the colour red and gold in 'a coat of arms' such style in the centre.

focusing on the branding of kings and queens with this regal look that would be carried out simultaneously the same with only the name of the fragrance changed on the design.

the pattern used at the top and bottom border is the only reference to the fragrance as it repeats the patterns of herbs and flowers.

Using this style coat of arms design with the regal style helps to directly focus your attention directly to the center of the bottle with the brand and fragrance.

this showing that design is not over designed and not 'cluttered' using the right balance with the elements employed in to the hierarchy.

the colour palette being gold and red focused with the regal look also uses a cream type yellow with white as they act as neutral colours and stand out well but allow the gold and red to stand out stronger.

the design is continuos and mirrors itself from the front to back and adding the infromation in to the center with ingredients layed underneath to allow room and fitting with the design hierarchy in a subtle manner.

The design fits to cater for both sexes and a wide age spread of adults.

evaluation

I think this poject went very well, it give me a chance to look in to difrent aspect of packaging and designing for specific target audience considerations.
i found it quite enjoyable which helped in to flowing the ideas and developing the designs to give a good outcome.
doing this project has enabled me to improve my illustration skills and utilise a tool i never knew about before which enabled me to replicate the nuby products with identical replication because of the blending of the colours together are so smooth it makes it look realistic.

my time management has went well as i have a spent 2 weeks each on each piece of work, this made me push my work more to fit in with managing my time to meet the final deadline.

•  SWOT Analysis
  
  
  •   Strengths - What did I do well?: time management and had enough research to support my response and findings against my final outcome for each design.
  i had also improved my illustration skills and learnt a new tool 
  •   Weaknesses - What do I need to improve? i found i wasn't able to mock up the design the way i would of liked too as i tried to mock the design up it wasn't working out right and ended up illustrating the mock up.
  
  •   Opportunities -What do I need to do to build on my strengths and weaknesses? i need to practice mocking final packaging designs to a more higher level.
  
  •   Threat - What could stop me achieving my goals? if i don't practice my opportunity. 
  
  
  
  
  
  
  SMART
  
  

  •  Specific - Well defined:need to work on my software skills with packaging 
  • Measurable - Know when it has been achieved: i will be able to successfull mock up a design instantly to a professional level.
  •    Achievable – Are the goals achievable:yes if i keep working on being spcific target. 
  • Realistic - Within the availability of resources, knowledge and time: i will do this from my tutorials from the internet
  •  Time Based - Enough time to achieve the goal:next project 

graze- packaging design

this is the inside design of my graze box with the knapkin placed inside.
design is a 2 tone print of a strawberry following the print look of the logo.
the green gradient is strong and fades up to the natural colour of the box that it joins the elements of the box together in with the design for the earthly feel.

inside the box are leaves that are printed to the bottom of the box that look real that you may feel like trying to pick one of the leaves up.

here the design to my box when closed is subtle like it says it wants the design to be the brief and it also follows the print stamp look of the branding.

self negotiated project: swarvoski

http://awards.ycnonline.com/briefs/view/swarovski/

1. This was the brief i chosen to work on for my self negotiated project

Swarovski

Attract the next generation of Swarovski fans

Background

Swarovski was founded in 1895 by Daniel Swarovski I (1862-1956), a visionary scientist and entrepreneur. Swarovski crystal has been used by jewellers, artisans and couturiers including Coco Chanel and Christian Dior, and has become an essential ingredient of 20th century luxury, glamour and style.

In 1976, a Swarovski craftsman was playfully gluing crystal chandelier parts together, when he accidentally created the first crystal figurine from Swarovski, a mouse. It became the first piece in what turned into a spectacularly successful collection of crystal figurines named Silver Crystal. Highly coveted, Swarovski Silver Crystal pieces were showcased in homes as both status symbol, and an investment for the future. As a result crystal figurine collecting became a global phenomenon. This lead Swarovski to form a members only Silver Crystal Society, offering at its peak half a million members exclusive limited edition pieces which would be an instant sell out on launch.

Then in 1977, Swarovski launched its first jewellery line, drawing on its knowledge and experience gathered through a century of creative collaborations with the most talented designers and artisans in the world. The jewellery demonstrates the creativity, glamour and versatility of crystal. Currently with over 83 stand alone stores in the UK and 2,100 worldwide, the full range of the company’s work is beautifully showcased in their unique Crystal Forest retail architecture. The Crystal Forest concept is a multisensory experience which reflects the brilliance and infinite depths of crystal. The delicate and elegant atmosphere allows consumers to immerse themselves in Swarovski’s universe of crystal.

Over the past decade there has been a decisive shift in focus, with Swarovski developing and expanding their highly fashionable jewellery collections. This shift reflects the change in consumer lifestyles from the need to decorate their homes as a status symbol, to decorating themselves using jewellery as a way to express individuality, personality and style. Swarovski, always at the forefront of innovation and consumer insight, adapted in order to meet this need with a strategic focus away from Silver Crystal and into fashion jewellery.
The jewellery collection launched biannually, is inspired by trends and themes seen on fashion catwalks throughout the world. Regularly worn by A-list celebrities, the brand is now taking a new direction as a contemporary, fashion-luxe global jewellery brand. Alongside its impressive history, Swarovski is passionate about developing its position at the forefront of contemporary fashion innovation, producing jewellery and accessories - it’s this facet of the business that Swarovski want to broaden its appeal and desirability to new consumers.

The aim of this brief is to take the repositioning of the brand to the next level, concentrating on attracting the next generation of Swarovski fans to our fashion collection.

Target audience

Swarovski are interested in reaching a new younger audience (20 – 30 year olds) primarily targeting young urban UK females who love their jewellery, like to keep up with the latest trends and fashion, and want to express themselves through their jewellery.

The creative challenge

We’d like you to creatively demonstrate how you think Swarovski can relevantly and powerfully engage their fashion range with younger UK consumers. You are free to explore all marketing channels, demonstrating the media and environments that you think the target audience will be most receptive to messaging and engagement. You can consider all elements of marketing, PR, advertising, in-store applications, point of sale, packaging, social media, experiential ideas and everything in between.

You might have one simple, brilliant creative idea that cuts through in one independent channel, or alternatively wish to demonstrate your thinking as a fuller, more integrated 360 degree campaign approach. This is deliberately a very open brief, and you’re encouraged to approach it creatively and freely.

Daniel Swarovski I said: “Evolution never ceases. Reforms in one area lead to further reforms in other areas. One must, however always be alert to the opportunities”

Development of my design:

design is scanned in and mesured with rulers then traced, to give equal and perfect sizing.

Final designs

with the brief being open to any format of design, it offered a broad range of design that i could think about creating, and would be most notieceable in the shop and representing the Swarovski brand through advertising of the brand that would be noticed by the target audience which is being done through customers showing this with the shops carrier/gift bags in a nearby location mostly to the shop.

Re-designing the packaging to the gift boxes to the jewellery making the design  more beautiful and diffrent aswell as being practical to the object purpose.

Doing this brief has allowed to show my drawing skill in packaging and realise how i have developed this skills to be more sophisticated.

 SWOT Analysis

•   Strengths - What did I do well?: i had alot research to support my response and findings against my final outcome. 

•   Weaknesses - What do I need to improve? I didn't keep track of the time and date for hand which lead to my rushing to finish my project off with less time spent of development.

•   Opportunities -What do I need to do to build on my strengths and weaknesses? i need to keep  looking back to the brief and checking when each bit off work should be done to make sure i keep track off time

•   Threat - What could stop me achieving my goals? my weaknesses 

SMART

•  Specific - Well defined:keep on top off time, so i dont rush my work off
• Measurable - Know when it has been achieved: i will have time worked out to a tea, knowing when to do what and when each bit of the project off the projet should be done by and the hand in date.
•    Achievable – Are the goals achievable:yes if i keep myself aware of time and in the know of how im manageing my time.
• Realistic - Within the availability of resources, knowledge and time: i will do this from my using the brief that provides the time plan and aswell thinking about what i can to do speed up the process or have it done earlier by.
•  Time Based - Enough time to achieve the goal:next project 

Progress Packaging

Creative Packaging Specialists

http://progresspackaging.co.uk

progress produces packaging for many diffrent and big clients, making each job unique and interesting.

mainly the jobs they do are retail based and made to go on for sale.

these above are examples of their works.

this will be useful to look at for inspiration and ideas of how i could package something or take away elements and use these in my own designs or notice something interesting and diffrent and adapt this to an idea of mine.


i also noticed how everything is layed out in a clean and well ordered manner on the home page, i think this is a good way to sublist items in to a visual order