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Packaging and Merchandising Design - Task 1: Introduction Case Study & Box Packaging

25/09/2024 - 09/10/2024 (Week 1 - Week 3)
Chong Wee Han 0368863
Packaging and Merchandising Design
Task 1 - Introduction Case Study & Box Packaging
INSTRUCTIONS
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SUBMISSIONS
TASK 1A: INTRODUCTION CASE STUDY 
INTRODUCTION
Aesop was founded and established in 1987 by Dennis Paphitis in Armadale, Victoria. It is an Australia luxury cosmetics brand where headquartered in Melbourne. They own many offices and stores in different parts of the world, including products such as skincare, haircare and fragrances. They focus on conveying high-quality and plant-based products to the customers. Apart from the values on products, the company also emphasises in the field of packaging design. Their ethos is has been utilitarian, vessels functional, humble and have minimal environment impact.

The categories that they provided:
Aesop provided different categories of products such as skin care, body & hand care, hair care, fragrances. They offer many aspects with minimalist, environmental sustainability, luxurious aesthetic packaging to reflect their brand identity. Their brand packaging utilise in using materials like amber-coloured glass, aluminium, plastic, paper and cardboard. They consider in using different materials in their packaging in order to create to choose the suitable material to fit with each formulation.

In this report, I aim to talk about the packaging design of the Resurrection Aromatique Hand Wash, which is one of the signature products in Aesop.

DESIGN
  • The packaging design of this hand wash uses an amber-coloured bottles, reflecting the brand image of Aesop that focuses on natural formulations. 
  • Clear typography of information using sans-serif typefaces, including easy readability for customers to read.
  • They do not use too complicated colour palette in order to minimalist the overall aesthetics, giving customers a sense of cleanliness and comfort.
  • Amber bottle advantages on producing cosmetics packaging, it shows minimalism and approaches naturality.
  • Including protection from UV light, supporting the product's quality unchanged, providing advantages that remain the integrity of the crucial ingredients inside.
  • Amber bottles are also recyclable and may be previously recycled in materials. In 2020, they encourage eco-friendly where you can return the container to the store and simply trade it for refilled playcement, they would undergo an extreme cleaning cycle before reuse it to be purchased from the next customers. The design also supports the sustainability of the environment which is also the goal of Aesop.

PRACTICALLY & ERGONOMICS
  • Pump Dispenser
The hand wash uses a design of pump dispenser, enhancing the practicality of the product. It is also a very convenient application design for a hand wash, increasing customers' using experience. The pump dispenser also keeps the products clean from the bacteria and controllable in the amount of use. and of it avoids cosmetic waste convenient.
  • Durability
As the plastic mostly used is recycled PET, containing at least 97% of the material that is recycled so it is durable to reuse. Some customers reuse it to refill other liquid products after finishing the hand wash, this can reduce the plastic use and also contributes to sustainable development.
  • Bottle Shape
The bottle shape is designed as cylindrical shapes, easy to hold and handle. A human's hand can effortlessly do this gesture instead of holding square items. Besides, cylindrical reduces storage when displaying, it can be efficiently and easily suited in different spaces.

TARGET AUDIENCE
Aesop has specifically targeted its audience from its products and marketing.
  •  20 to 55-year-old Aesop’s customers were targeted as well-educated, well-cultured, well-travelled, well-read, understood and appreciated with the value of product quality.
  • In the Chinese market, they find it attractive that Chinese women are spending more on skincare products, so they were mainly targeting 26 to 35-year-old females that have a stable salary that could afford high-priced cosmetic products, allowing them to have a premium quality of life.
BRAND COMPETITOR
Kiehl’s LLC was founded in 1851 by John Kiehl in New York City’s East Village. It is an American cosmetics brand retailer offers products such as skin, hair and body care products. It was first started as a single pharmacy in Manhattan in 1851, but purchased by L’oreal Group in 2000. They emphsised with their uncommon marketing, large male clientele base and simplicity and straightforwardly packaging design. These 2 brands focuses on natural ingredients, supporting sustainability and simple packaging design.

PACKAGING COMPARISON - DESIGN
KIEHL'S
  • Kiehl’s has branded as a more clinical and scientific cosmetics brand, they focus on functional and scientific look as there are pharmacy brand in the 19th century. 
  • The brand mainly used white and blue pharmacy looks, giving a classic vibe but also having different decorative elements in their special designs packaging or limited edition products packaging. 
  • The playful elements is one of the famous thing when introducing into their packaging, especially when they have collaboration with artists and designers.
AESOP
  • Aesop was inspired in minimalist and apothecary Aesop. Their packaging often features amber glass bottles with simple labels. 
  • The brand uses colour scheme, mostly black, brown, and white. Giving a luxury and naturalism aesthetic vibe.
  • There are consistency in packaging design, all of Aesop's products maintain a uniform design language, enhance the recognition of the visual identity. 
  • Sustainability: Aesop’s packaging is focused with sustainability, their products often used glass bottles and recyclable materials.
PACKAGING COMPARISON - MATERIAL
KIEHL'S
  • Kiehl’s larger products use materials such as plastic, yet refillable options are offered for certain products.
  • Glass were used for product packaging as well but plastic is more commonly used because of it’s practicability. 
  • “Recycle and Be Rewarded”, the program which emphasised by Kiehl’s , aims to encourage customer to participate in recycling by returning empty containers.
AESOP
  • To protect the formulations from UV light, Aesop used amber-coloured glass bottles as their main materials for some products.
  • Aluminium and cardboard are also often used as their packaging material because its recyclable.
  • The brand mainly use eco-friendly and reusable packaging to support sustainability which is also their mission.
WHY WOULD I CHOOSE AESOP?
I prefer Aesop over Kiehl’s because of its minimalist design, uses products’ packaging to create the premium and luxury experience to the customers. The whole concept and colour scheme of the design are to approach the brand image and identity. Natural formulations and sustainability packaging establish a professional and comfortable experience to the customers.

HOW THE PACKAGING CARRIES THE BRAND IMAGE?
  • Sustainability
Aesop generally focuses on the topic of sustainability, they really do a big job in the sustainable development of product packaging. They are committed to reducing environmental influences. The packaging design did raise awareness of the responsibility to the environment and encouraged reusable products to the customers.
  • Minimalist
Aesop brand concept is surrounded with minimalism and functionality, there are no complicated designs in this brand. The colour choice supports the elegance brand image and also plant-based product.

CONCLUSION
In conclusion, Aesop has a depth of research in the packaging design, which also highly influences other cosmetic industry with an excellent example. Highly encouraging environmental sustainability, and also creating a good company culture.

Figure 1.1 Case Study, PDF (Week 3, 09/10/2024)

TASK 1B: BOX PACKAGING 
BOX PACKAGING
Figure 2.1 Box Packaging 1, JPG (Week 3, 09/10/2024)

Figure 2.2 Box Packaging 2, JPG (Week 3, 09/10/2024)

Figure 2.3 Box Packaging, PDF (Week 3, 09/10/2024)
FEEDBACK
Week 1
No feedback given

Week 2 General Feedback: The report has to be expanded into more details, from the brand packaging, brand history, items that they sell, the design and also add the brand competitor, the competitor’s packaging concept, materials and why you choose the brand over the competitor. Specific Feedback: Expand the contents that are missing, arrange the report into presentation slides and make it look nicer.

Week 3 General Feedback: Submit task 1 by today, miss highly suggested us to print out the typography ruler which would help a lot in our designs for the measurements of the font size, etc. Figure out the difference between the dot lines and the straight lines. Specific Feedback: There is a lack of theme in the packaging design, the difference between concept and theme has to be absorbed.

REFLECTION
Experience: In this task,  I had a deeper understanding of packaging design. Task 1A, we developed an understanding of an international brand and I had a deeper understanding of how to do good packaging, it contains a lot of details and needs to be considered a lot. Knowing how they are doing this kind of packaging, consider functionality, appearance, and more.  Until Task 1B, I had realised that doing a packaging design needs to think more, and should always considering in what is the purpose of doing this design in the packaging.

Observations: After the first task, I observed that time management is very important in this module because everything starts with the concept of the packaging design. It needs to be brainstorming, doing research, and then starting to do the actual design. Time management is always important to have a better outlook on the results. 

Findings: I found out that I would be looking at my daily product packaging design, looking at the details of how a brand shows their products in different packaging, and it's quite interesting learning way to me.

FURTHER READING

Figure 3.1 Further Reading

I chose this article as my week 1 further reading because I'm learning Aesop's packaging design, which focuses on minimalist packaging. 

This article revealed the benefits and challenges of minimalist packaging design. The benefits of minimalist packaging include a clean, sophisticated look that can directly communicate brand values and appeal to consumers seeking simplicity and eco-friendliness. Thus, minimalist designs can also help boost brand recognition and reduce environmental impact in society. 

However, oversimplification can make a product look cluttered, which may confuse consumers about the product's value or quality. Striking a balance between simplicity and uniqueness is key.

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