Packaging and Merchandising Design - Task 3 : Innovative Packaging Project

30/10/2024 -23/12/2024 (Week 6 - Week 13)

Chong Wee Han 0368863

Packaging and Merchandising Design

Task 3 - Innovative Packaging Project

---

TASK 3 - Innovative Packaging Project

In task 3, we collaborated with Schools of Biosciences to create new packaging for their food products. We distributed into 3 people in one group to do the designs and merchandise. The SBS student groups are doing cultured milk for their project, and they had an online presentation with us to introduce their products. We acquired a lot of information about the products to have a deeper understanding of them and help in our further design journey.

After having the class with Ms. Vitiyaa, she suggested that we ask some detailed questions about the packaging requirement, so we created a group chat with them to communicate and discuss with them. 

Question

1. For the logo that you have made, is that the finalized logo and would you like to keep it for the packaging or would we have to make a new logo for it?

2. What would you like to emphasize on the packaging?

3. If you would like to keep the illustration of the mango and coconut that you made?

4. If you prefer a more simple or complex design? Or do you have any references on how you would like the design to be?

5. What does the packaging look like? For example, if it's in a bottle, plastic like ribena packaging or cup. And how many ml is it?

6. If halal or not?

Answer

1. The logo we’ve created is not the finalized version, as it’s currently just a Canva font. Feel free to modify it if you have any other ideas!

2. Since it’s a probiotic cultured milk with collagen, it would be best to emphasize "enriched with collagen" on the packaging. Also, we're using Lactose-Free Milk instead of Fresh Milk to accommodate anyone with lactose intolerance🤍

3. Including an illustration of mango and coconut would make the packaging more appealing! While the current images are also from Canva elements, we would prefer a custom or hand-drawn design🙏🏻

4. We’re open to both options, but we lean towards a simpler design to avoid any confusion or potential overclaims about the product. (will attach a reference below)

5. We’re considering two packaging options: an HDPE bottle (like Farmfresh) or a paper bottle (like Oatside). We can discuss further if sustainability is a concern.

6. Yes, it’s halal, and we’re using Marine Collagen instead of Bovine Collagen, so that it's suitable for all ethnicities to enjoy!

After getting the information, we started to find some references and brainstorm about the concepts. We developed 3 different concepts which I had made initial sketches and designs in Illustrator.   

Figure 1.1 First Attempts

Figure 1.2 First Attempts

We also had an online meeting with them to show our ideas and designs to them, they requested that we do a combination of my designs and one of my groupmates, XingYu's design. 

Figure 1.3 Xing Yu's Design

Figure 1.4 Combination of 2 Designs

I developed the designs that combined both our designs, but Miss thought that it was not appealing enough and she suggested us to make sure that our client wanted the fruits to be vectors or realistic images. We got confirmed to be using vectors, minimalistic designs, and using a soft colour palette so I developed more designs. 

Figure 1.5 Second Attempts

After getting Miss's feedback, she thought that the designs were still not appealing enough and she helped us a lot in the process of finding good vectors and typography layouts, we were finally on the right path to doing the cultured milk packaging designs.

Figure 1.6 Third Attempts

We finally chose the second one as the final design and Miss also approved it,  the SBS students also liked it so we successfully proceeded with this design.

Progression of Third Attempts

Visual Reference

Since we are doing minimalistic design, I scroll on Pinterest to find more references and ideas for it. I found it hard when doing more than one fruit flavour of the beverage.

Figure 1.7 Visual Reference

Colour Palette

-I chose a colour palette that is soft and suitable for our concepts, with blue as the primary colour, giving a sense of water, relaxation, and hydration. Thus, it also expresses the feeling of minimalism and cleanliness, emphasizing the marine collagen.

-These 2 secondary colours express the natural ingredients of the products, such as using 100% real fruits. Thus, the colour also supports environmental sustainability.

Figure 1.8 Colour Palette

Sketches

These are the front and back sketches of our final design.

Figure 1.9 Sketches

Font Choice

Initial Typefaces

Figure 1.10 Initial Typefaces

Final Typefaces

Figure 1.11 Final Typefaces

This is the mood board of our designs, we had taken reference on several packaging designs.

Figure 1.12 Moodboard

After ensuring the designs are all good, we proceed to the real mockup-making. Due to the packaging, Tetra Pak templates are proprietary and often restricted for official use by authorized manufacturers and designers working directly with the company. They aren't widely available online for public download due to copyright and licensing restrictions so I had to measure them myself by using the Oatside packaging. I cut it out and draw it before digitalize the template.

Figure 1.13 Moodboard

I also develop the flat design by following the rules of packaging and food labelling in Malaysia.

10 Rules 

• Logos
• Your Product
• Quantity of Food
• Ingrediants
• Nutritions Facts
• Manufacturer/ Importer
• Date Making
• Barcode
• Descriptions
• Instructions

Figure 1.14 Flat Design

Mockup making

After I printed out the mockup, I found out that some problems existed in my mockup, so we refined many versions and printed them out several times.

Figure 1.15 Mockup Making

Figure 1.16 Mockup Making

The first issue lies in the mockup size, where the top section is too short, making it unsuitable for proper folding and gluing. This defect can lead to damage on the surface, compromising the packaging's structural integrity.

Figure 1.17 Issue 1

The second issue is that the folded portion of the packaging unintentionally covers both sides of the design, significantly impacting the readability and clarity of the reading information and the brand name.

Figure 1.18 Issue 2

Figure 1.19 Issue 2

The third issue is that the information on the packaging is placed too closely together, and when glued and folded, it becomes cluttered. Sufficient spacing is essential to ensure the information remains clear and readable, avoiding confusion for customers.

Figure 1.20 Issue 3

Here are the refined updates to our design: I have adjusted the spacing of the information sections, extended the length of the top part to ensure proper folding, and lowered the placement of both side panels to minimize any overlap or distraction with the design elements.

Figure 1.21 Final Flat Design

We are required to do a presentation with SBS students to show our final designs to them, below are the presentation slides.

Merchandise

Visual Reference

Figure 1.22 Pop-up Booth Visual Reference

Figure 1.23 Billboard Visual Reference

In the merchandise part, I was doing the billboard and pop-up store so I had several developments on it.

Billboard

Figure 1.22 Workplace 1

Figure 1.23 First Attempt

Figure 1.24 Final Billboard

After getting the feedback from Miss, I revised the font size to a bigger size, and I removed the blue background to enhance the consistency. Thus, I found another image to create the effect of the water splash on the woman's face and redesigned the layouts.

Pop-up Booth

Figure 1.25 First Attempt

Figure 1.26 Second Attempt

Figure 1.27 Final Po-up Booth

Miss also asked us to redesign the booth, and she showed us some examples to make it more unique and fancy, not a boring design so I developed a new idea.

SUBMISSIONS 

MERCH 1 : Tote Bag

Figure 2.1 Tote Bag

MERCH 2 : Sample Drink

Figure 2.2 Sample Drink

MERCH 3 : Apron

Figure 2.3 Apron

MERCH 4 : Business Card

Figure 2.4 Business Card

MERCH 5 : Billboard

Figure 2.5 Billboard

MERCH 6 : Pop-up Booth

Figure 2.6 Pop-up Booth

MERCH 7 : Other Flavours

Figure 2.7 Other Flavours

Figure 2.8 Other Flavours (Design)

Figure 2.9 Coconut Mango (Flat Design)

Figure 2.10 Mix Berries Flavour (Flat Design)

Figure 2.11 Pineapple Banana Flavour (Flat Design)

Figure 2.12 Final Merch Compilation

Final Presentation Slide

---

FEEDBACK

Week 6

General Feedback: Miss gave us the opportunity to discuss with our groupmates, and give us advice on discussing with the FPD student to know more about the details of the products, in order to improve the packaging design.

Specific Feedback: Start with 3 concepts of the packaging design.

Week 7

Specific Feedback: Confirm the image of the fruit by using vectors or realistic images, ensure its consistency, and use either vectors or realistic images, not a mix of both. The concept should be clear and you can try to study other packaging layouts to improve consistency and typography.

Week 8 (Independent Learning Week)

No feedback given

Week 9

Specific Feedback: Miss still thinks the designs are not appealing enough, so she gives us direction on finding a good font for our brand name, making a consistent sticker of different flavours, making sure the fruits are totally vector or totally realistic, do not make it too complex and do not use half mango and whole coconut combination, it has to be the same in half or whole fruits.

Week 10

General Feedback: There will be a meeting with SBS students on 6 December 2024. 

Specific Feedback: Miss approved our designs, so we proceeded to the side and back designs, finalized the whole designs, and did the presentation slides.

Week 11

Specific Feedback: We are doing the real mock-up in class,  Miss found out that the information on the packaging is placed too closely together, and when glued and folded, it becomes cluttered. We will need to refine the version to make it more space.

Week 12

Specific Feedback: Confirmed with the merchandise 

1. Tote Bag

2. Tumbler

3. Apron

4. Business Card

5. Billboard

6. Store Booth

Week 13

General Feedback: 

The submission would be on:

- GOOGLE DRIVE - 22/12/24

- BLOG - 23/12/24

Final Presentation on Monday (23/12/24) 4PM

Specific Feedback: The billboard design appears disconnected, it looks like three separate parts, work on merging them into a unified look. The store booth lacks uniqueness; a redesign is needed to better reflect the brand identity. Try to do a sample drink instead of the tumbler to emphasize the packaging's functionality. If you are doing a tumbler, then it means the packaging is not good enough. Rework the business card to align with the product and brand as merchandise.

Week 14

General Feedback: Complete all the submissions and remember the deadline for the e-portfolio is 23/12/24. Avoid any spelling errors and blurry images.

---

REFLECTION

Experience: The journey through this task felt like a rollercoaster, filled with challenges and emotional ups and downs. I faced many difficulties and moments of self-doubt, especially as repeated mistakes led me down the wrong path and gradually diminished my confidence with each rejection. Despite these struggles, I gained invaluable knowledge and learning experiences. I am deeply grateful to my lecturer, Ms. Vitiyaa, for her guidance and support. Her valuable feedback and encouragement helped our group find the right direction when we felt lost. This experience taught me the importance of resilience—learning to rise after setbacks is not only crucial for academic success but also a vital skill in life. While the process was tough, it was ultimately rewarding, shaping both my personal growth and my approach to overcoming challenges.

Observations: Through this task, I gained valuable insights into packaging and merchandising design. I observed the importance of consistent branding and how design elements like typography, imagery, and layout significantly impact consumer perception and overall attractiveness.

Findings:  I also found out that listening to clients' preferences plays a very important role when doing the designs. They may have initial ideas, but they are open to suggestions that enhance the product's appeal. We have to confirm the ideas before designing it to avoid making another mistake in the design.