Task 1: Exercises

 2024.09.26 - 2024.10.10 (Week 1 - Week 3)

Khan Saif / 0367438

Packaging and Merchandising Design / Bachelor's Design in Creative Media / Taylor's

Task 1: Exercises

Instruction: 

Lectures: 

Week 1: What is packaging?

- Packaging Timeline: 

1500 B.C.: In Egypt, the first glass jars were used for storage.

1000 B.C.: In China, sheets of treated mulberry bark were utilized for wrapping food.

1810: In England, Peter Durand developed tin-plated cans for food storage.

1817: In England, the first commercial cardboard box was manufactured.

1844: In England, the first commercial paper bags were introduced for commerce.

1865: In England, the can opener was invented.

1866: In the USA, Smith Brothers Cough Drops pioneered early branding by using packaging to distinguish their product.

1867: In the USA, the first printed metal containers were produced for Dr. Lyon's tooth powder.

1916: In the USA, Coca-Cola introduced its iconic contoured bottle.

1937: In Oklahoma, the first shopping cart was created, inspired by the design of two folding chairs.

1970: In California, the recycling symbol debuted to identify packages made from recyclable materials.

1973: In Ohio, the first bar code was used on a pack of Wrigley’s gum.

1974: In Kentucky, Falls City Brewing Co. introduced the stay-on tab for beverage cans.

1980: In Texas, Whole Foods opened its first natural foods supermarket.

2007: Al Gore raised awareness about global warming, prompting a shift in public thinking.

- Purpose of Packaging: 

        - Physical Protection: Protection against external factors such as shock, vibration, compression, and temperature. Its functional purpose is to safeguard the contents or product.

        - Information Transmission: Packages and labels communicate how to use, transport, recycle, or dispose of the package or product.

        - Transport: To easily and safely move the product from the manufacturer to the consumer.

        - Communication: The pack's communication role is essential: it must stand out from the competition, convey an emotional message to the consumer, and leave a lasting impression on the individual's consciousness.

         - Display & Marketing: To attractively display and encourage potential buyers to purchase the product.

- Mandatory Information of Packaging: 

• Brand Logo

• Company logo

• Manufacturer Address

• Net content

• Benefits

• Weight

• Ingredients

• Usage/dosage

• Expiry

• Barcode

• Halal logo

- Packaging Design as Communication:

At its core, It is crucial to oversee and carefully manage the processes of design, evaluation, and production of packaging to effectively convey the concept and intended message of the product, with numerous design progress, from conceptualizing and rendering to three-dimensional design, design analysis, and technical problem solving.

- Design Process:

• Step 1: Mission Statement

Write out a mission statement that states the purpose, goals, focus and motivation for the document.

• Step 2: Identify the Market

Questions that identify the market: 

- What is the budget?

- What is the purpose of your design piece?

- Who are the intended audience? - age, sex, culture, economic group?

- What kind of information will your project include?

- What kind of image do you want to project?

- What are the printing specifications?

Task 1A : Case Study

Grey Goose Vodka was launch in 1997 and was made in France by an entrepreneur known as François Thibault, who wanted to craft a superior vodka using the finest ingredients from the Cognac region of France.

The Bottle:

The bottle was made of smooth, frosted glass, specifically made by Saverglass. Grey Goose wanted a much more sophisticated decoration to represent a much luxurious side of the brand. So the bottle was designed based on the Saverglass catalog known as the Ariane bottle line because of its clean lines and round shape, its high stature, thick glass base and slender long neck, which is very popular among bartenders.

The Labelling:

The label was designed to reflect the brand’s luxury and refined aesthetics. Along with the aforementioned frosted glass background, they also added the extra designs including the flying geese motif, French Alp Landscape and the dark colored, refined font. The package is rectangular cube box and has a cobalt blue background and midnight blue stripes.

Task 1B: Box Making

Reflection:

Throughout the task, there's a lot of  profound learning experience that combined creative thinking, strategic planning, and practical application to the marketing principles and teamwork. One of the most rewarding aspects of this assignment was the creative process. The colors, typography, and material choice must align with the brand’s values and resonate with the target audience. This task reinforced the importance of cohesive branding and how minor details can create lasting impressions.

Reflecting on this assignment, I recognize how much my perspective on packaging and merchandising has evolved. Initially, I viewed packaging as a secondary aspect of product marketing. However, I now appreciate its role as the first point of interaction with the consumer, making it a critical factor in influencing purchase decisions.