M.Cary - GRDS 730-OL - Proj. 2

Megan Cary | GRDS 730 | Prof. Trudy Abadie | Process BookProject 2: Package Design for a Common Product

PROCESS BOOK

2

Assignment 3

Ideas 4

Visual Research 6

Product Selection 7

Logo Concepts 8

Final Logo 10

Packaging Concepts 11

Packaging Mock Ups 12

Final Die Line 13

Visual Inspiration 14

Surface Graphics 15

Final Comp Construction 18

Final Package Design 19

CONTENTS


3

ASSIGNMENT

Objective: Design and assemble a package for a common product using paper-board materials and trendy graphics. The package must contain and protect the product and should include an additional special feature. For example, the package could also function as a permanent stor-age container or work as part of the product.

Process, Part A:1. Select a product to package. In order for the product to be ap-propriate for this project, it must be “generic,” for example: a deck of cards, a set of pencils, paper clips, or push pins. It should not be associated with a name brand, since you will be creating one. You might also choose a toy that has not been branded, like the ones you will often find in a dollar store.

2. If packaging multiple items, they all need to be the same. For example, it is ok to package a set of pencils but not a set of pencils, erasers, and markers in the same package.

3. Research the product, the market, and other types of packaging. Don’t limit your research to magazines, the Web, and books. Visit stores around the area that sell similar items, and research materials and suppliers.

4. Brainstorm ideas for the package design.

5. Select the ideas with the most potential, and move on to the thumbnail stages of your design. You should have at least 5-10 dif-ferent concepts.

6. Create a series of paper dummies to test your concepts. Modify the die line as needed. Remember, at this stage you should be work-ing with the structure only—not the graphics. Reference your text-book for template ideas, but don’t copy.

7. Once you have decided upon the design you would like to use, proceed to construct it out of Bristol Board or any other paperboard. This dummy needs to be actual size and should be flawless. Pay close attention to the tabs, scores, and folds.

8. Photo-document this piece.

9. Brainstorm possible product names and logos. Select the ones with the most potential, and move on to the thumbnail stages of the process. You should have at least 5-10 different concepts.

10. Post a multiple-page PDF to the discussion area. The PDF should contain the name of the product, the brand name you select-ed, sketches of your logo, the product specifics, the unique selling point (what makes that product different from the rest), a description of the target audience, and the retail price. Include a short paragraph describing your choice for the structural design, and explain the special feature. Include your structural pictures. Your pictures should show details of the tuck tabs, dust flaps, and glue flaps.


4

IDEAS

Primary Ideas:

Dog Treat Packaging - My initial idea was for dog treat packaging that was shaped as a dog house and would convert into a type of dispenser for the treats. In my sketches you can see, it has an easy carry handle and the door flaps down. I also thought it could be re-cycled again and again by buying refill packs for the dispenser. From my visual research I found that there are some boxes shaped as dog houses already, but I didn’t see many that function as dispensers. I also thought of making it shaped like a fire hydrant.

Sock Packaging - My favorite idea is this one. Most socks come packaged in plastic or attached to a sticker type wrap-around. This packaging would be made of cardboard and have 4-6 slots for socks. There would be a clear lid so the buyer could see the socks. Rather than have this packaging all thrown away, the user could simply put the cardboard “organizer” into their drawer (discard the lid) and use it as an sock drawer organizer. I have also considered making the packaging modular (sock pods) that hook together individually or in packs of two. That way it will fit all drawer types. In my visual research, I have found many types of sock packaging and many types of sock drawer organizers, but thus far I haven’t found one that functions as both, perhaps it does though. I think the modu-lar system would set it apart however.

Additional Concepts:

Cardboard Ramen Cup - For a short while, I tried to concept a cardboard ramen cup that could function as a bowl as well and then be recycled. But I can’t really think of a way to make it food safe or water tight.

Cookie Packaging - I also thought of cookie snack pack - packag-ing that would look like one large box of cookies on the shelf, but would break down into individual packs that one could break off and take for school/work lunches easily.

Cold/Flu Medicine Box/Dispenser - This idea I really like, but I think is probably too complicated for my skill level. I’ve been sick with a nasty cold/flu for almost 3 weeks now and I’ve become very familar with cold medicine blister packs. I absolutely hate them because I can never rip off the backing right or find a pair of scis-sors. I also thinks its probably not very eco-friendly with the plastic and foil. This idea would sell cold medicine in 7 days sets. The box would look like a plastic pill dispenser made of paper/cardboard. A simple paper tab could be ripped up to open that days medicine and then the day could be broken off (perforation). I’m also unsure of the restrictions on medicine packaging, I’m not sure paper would suffice.


5

IDEAS

Thumbnail sketches of packaging concepts


6

VISUAL RESEARCH

After brainstorming and writing out my initial ideas I set out to find examples of current packaging. I began to use the internet to conduct visual research using keywords like socks, drawer organizers, dog treats, dog house, cold medicine, noodle cups, ramen noodles.

I also looked around my house for products that were similar to my ideas and ended up photographing packages of noodles, dog treats and cold medication.

To the right are some examples of my visual research.


7

PRODUCT SELECTION

Product Selection: After reviewing feedback from my peers and instructor, I decided to move forward with the sock packaging. I began to brainstorm names based on the product and the unique selling feature (the organizer):

Sox in a BoxBox o’ SoxSox BoxSox SquaredMod SocksSock PodsSockular

I ultimately chose Sox Squared because I felt it was modern, includ-ed the product itself and referenced the unique selling feature.

Price Point: I then began to consider the appropriate price point for my product. I used google’s shopping feature to search for average prices of pack-ages of four socks. I found the average price to be $6 - $15 depend-ing upon brand. I then researched sock drawer organizers and found that prices ranged from $6 - $30. Based on these prices, and the fact that the organizers are made from paper, a cheaper material, I decided that my initial price point for a package of my product (4 socks and modules) would be $14.99. After posting my product for feedback it was suggested that I take another look at the price point, in order to stay competitive. I decided to drop the price to $12.99.

Product Description: Sox Squared would be made of light weight white cardboard and have 4 sock cubes. These cubes would be modular and hook to-gether individually to create a built-in sock drawer organizer. The original store packaging would include a die cut lid with a clear inset so that customers could see the socks and the cubes.

Unique Selling Feature: Instead of throwing away the packaging, after purchase the cus-tomer would simply put the cardboard “organizers” into their drawer (discard the lid) and use it as an sock drawer organizer. Because the packaging is primarily paper-based, the organizers could simply be recycled when the customer no longer wishes to use them.


8

LOGO CONCEPTS

After selecting my product I began to brain-storm logo ideas. I started with quick sketches and chose my favorite out of the line up to cre-ate larger concept sketches.

To the right are scanned images of some of my thumbnail sketches and larger concept sketch-es for the logo thus far.


9

LOGO CONCEPTS

Type studies and logo revisions

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10

FINAL LOGO

My final logo is a based on one of my original thumbnail sketches. The square cubes mimic the product design and function - with one slightly offset suggesting that they interlock.

The typeface used are all various weights of Arial – black, bold and regular. In the decision making process I considered whether or not to use only the numerical symbol for “squared” or include the additional wording. After receiv-ing feedback from my peers and instructor I decided to use only the numerical symbol.

The top version is a simple gray scale logo in tints of black and the bottom one is Cyan and PMS 7455C. The color could easily be changed according to packaging and type of socks. For example, children’s socks and fun patterned socks would feature brighter colors.

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11

PACKAGING CONCEPTS

I also began to draw out concepts for the packaging of the socks. The major hurdle in this design was to figure out how to interlock the sock pods. I drew out several ideas that in-cluded several tab locking systems, magnets, and velcro.

The interlocking boxes will be covered with a brightwood style lid that features a die cut window covered in transparent plastic so the product can be seen. I also began to draw out ideas for the lid die cut.

To the right is a scan of some of my packaging concept sketches.


12

PACKAGING MOCK UPS

A. Three cubes interlocking

B. Detail of glue flap

C. Detail of lock tab

D. Complete module for sale interlocked

E. Bottom view of module with lock tabs

F. Complete packaging with lid

A

B

C

D

F

E


13

FINAL DIE LINE


Final die line for lid and individual modules that interlock.Note: Lid die cut was modified after feedback to allow more room for surface graphics.

Box Lid Individual Module(four equal complete package)

12"

12"

9"

9"

Cut Area

Fold Area

Glue Area

Perforation Area

14

VISUAL INSPIRATION


After finalizing my die line, I began to search for visual examples of surface graphics that I felt were appropriate for this packaging. I knew that I wanted the graphics to be clean, simple and allow the product to be the primary focus.

To the right are some examples of visual inspi-ration that I collected during this process.

15

SURFACE GRAPHICS


First surface graphic mock-up based on my visual inspiration

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16

SURFACE GRAPHICS


Surface graphic renderings based on initial design concept

17

SURFACE GRAPHICS


After posting my initial surface graphics to the discussion board I received several sugges-tions that I felt would refine the current design.

I revised the copy on the side panel to focus on the quality of the primary product (the socks). I also removed the copy about recy-cling and added a simple recycle logo. The text overall was adjusted for leading/kerning issues. I also revised the price point to make it more competitive with the current market.

To the right are the final surface graphics.

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18

FINAL COMP CONSTRUCTION


Photographs of the final comp being constructed from bristol board and acetateThe comp was constructed with a permanent adhesive tape runner

19

FINAL PACKAGE DESIGN


This assignment was a challenge to say the least. Coming up with an original pattern for the interlocking modules that was both secure and versatile was more difficult than I originally anticipated. I am glad I pushed forward.

While the lid is a simple brightwood style pattern, I feel the custom die cut and acetate overlay give it character and sophistication while securing the contents and allowing the customer to see the product before they purchase it.

Overall, I am pleased with my outcome. I think that I was able to successfully create an origi-nal packaging concept for a common product that functions beyond the normal scope of product packaging. The surface graphics are clean, simple and suit the nature of a house-hold product while maintaining a contemporary and sophisticated design scheme.

20

FINAL PACKAGE DESIGN


M.Cary - GRDS 730-OL - Proj. 2

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