ECU > 1st Semester 2009 > Design > Identity > Project 2: Brand Packaging

‘Packaging provides the link between the promotional support given by the manufacturer, the shelf
space alloted by the retailer, and the needs and desires of the ultimate purchaser.’—Eric Danger

BRAND: Product packaging [20%] 28 April 2009

By now you will have a much clearer concept of what your company/identity
does and what it stands for. You need to design, and present a package appro-
priate for your company to make available to its market.

You need to conceive of a product or package to challenge the existing brand you were initially challeng-
ing: Maybe it’s a soft-drink, maybe it’s an mp3 player or maybe it’s something that the world actually needs.
Whatever you decide, your product must address its market competitors. Clear indication must be given in
your workbook of in-depth research and analysis of your market niche with particular regard to design. Spe-
cial consideration must be given to shop presence, stackability, transportability, minimum size requirements,
hierarchy of information and graphics; where is emphasis placed on package in order to grab attention and
communicate key brand messages?. At the same time you are aiming at defining a new product or package
with a clear difference from your competition. As well as making clear on your package what it is and which
brand it belongs to, you must include instructions for use/ingredients/doseage/volume/weight etc., where
appropriate. Research will give you these details.

The finished package will be will be branded with your company graphics in an appropriate fashion (colour
palettes, type, composition and image treatment must conform to your brand). Present your designs as a
mock up of a finished package, at an appropriate scale.

As if all this isn’t enough, being new designers in the 21st century you must think about the ethical impact
of your packaging. You must show clear evidence of research in this area and provide a written description
(at least 3 paras) on the back of your mount board of how your packaging addresses the environmental and
social concerns of sustainable consumption. 1. What materials will your package be made from? Are they eco
friendly or from sustainable sources? Is your packaging made from recycled material and or can it be recy-
cled? 2. Do you think there would be harmful toxins or chemical compounds in the manufacturing process of
your packaging - is there a way to minimise this or find greener alternatives? 3. Think about the carbon foot-
print of your package, is it so complex that it requires a lot of labour or tooling to produce. Are there existing
packs out there that could work? Or is the package innovative in its simplicity. 4. Can a more environmentally
responsible packaging solution enhance the company brand’s message and be a selling point on the shelf?
5. How will you display to customers that it is a recyclable product, what are the correct symbols to show
recyclability and/or made from recycled products. 6. What about waste and consumption of resources? Can
your package be produced with minimal waste and how minimal could you make the packaging without
overly compromising the brand and products platform? Perhaps minimal packaging could be the biggest eco
message of all! 7. Think outside the square, think innovation, this can sometimes be the key ingredient in
getting that shelf impact and customer awareness.

Your workbook will contain at least

• 2 pages of research on your competitor’s product or package
• 10 pages of development on your product or package
• 2 pages of info regarding aspects of life-cycle design or; sustainability in product or packaging design or;
ethics in graphic and/or packaging design. Include references.

Hand in with your workbook.