BACKGROUND INFORMATION
The brief was simple: Panamax wanted to launch their brand of paracetamol products in the UK for the first time. They needed a new image, a target audience, and they wanted to establish a market position. Their identity needed to be contemporary but not alienating. This would be applied across a range of packaging and promotional artwork, therefore it had to be recognisable on the side of a building and on the side of a pen.
WHO’S YOUR TARGET AUDIENCE?
They are bus commuters who work during the week and socialise with friends during the evenings and weekends. They are in touch with the latest technology and use the social networking sites. They go to pubs and clubs and drink regularly. They enjoy being out but don’t enjoy the day after. They drink responsibly but will throw caution to the wind every now again.
WHAT’S YOUR CONCEPT?
The concept is ‘Panamax: the only hangover cure you’ll need’. This concept took longer than usual to put in place but once the concept was set in stone, the ideas become more focussed and I could take forward this concept and develop a design style relevant to that and the target audience.
I initially started this brief with the intention of developing a brand identity and producing a range of packaging solutions for the new identity to feature on. However, this proved not to be my focus when exploring where I could take the brief and make it my own. I soon decided to focus on typography and layout
and use packaging as a format to deliver my ideas, instead of crafting intricate packaging solutions. Once my focus shifted I felt more relaxed with the brief and I could use my concept to deliver meaningful resolutions appropriate to my target audience.
THE RESEARCH Primary
Secondary
Researching for this product was a difficult task as this was to be a ew product. Most of my research proved to be secondary appose to the packaging that I collected to inform my design direction. My visual research gave me a wide variety to take ideas from and use to inform my own design decisions.
My work for this brief was heavily influenced by the Swiss graphic design movement of the 1950’s. It informed much of my typographic and layout decisions and its timelessness meant that it was appropriate for an audience of today.
THE DEVELOPMENT
My initial ideas led me towards the reliability of other hangover cures, and I soon started finding recipes for home made hangover cures. I considered my audience as ones who would try anything for attention and that is where my content came from. There was little point trying to say this product was
different to any other because I felt that they would see straight through it as more coroporate rubbish. I know that by putting the ingredients on the pack, it would not only be an open invitation to try the remedy but they will still have the paracetamol tablets when it doesn’t work.
THE DEVELOPMENT CONTINUED...
My initial ideas led me towards the reliability of other hangover cures, and I soon started finding recipes for home made hangover cures. I considered my audience as ones who would try anything for attention and that is where my content came from. There was little point trying to say this product was
different to any other because I felt that they would see straight through it as more coroporate rubbish. I know that by putting the ingredients on the pack, it would not only be an open invitation to try the remedy but they will still have the paracetamol tablets when it doesn’t work.
THE FINAL DESIGNS
These final designs went beyond what I initially planned my range to be. I originally thought that I would create a range of three packs with varied quantities. Each pack would contain 8, 16 or 30 tablets but my focus switched to other products after crit feedback. I thought about how one might feeling
after a heavy night out and designed a full hangover pack, which would cater for all their hangover needs. Although this created more work for myself it was worth the extra effort to get it all done. I then could consider the distribution and screen delivery of the brief.
THE DELIVERY
These show all the products I designed working as one. The hangover kit provides a good distribution platform to bolster the sales of the paracetamol product. The other products in the range would not signal the start of a new line, they would be there to purely aid the focus on the panamax brand to show them
as user friendly. The packaging is supported by additional material in the form of a information leaflet come poster which would have a simple side and a detailed side. The important stuff needed to be on the front and the drier copy would be presented on the back.
THE DISTRIBUTION
My distribution method and screen delivery became one in the same, which is how I envisaged it at the start of the brief. My attention turned towards giving my audience information on how to create their own hangover remedies, and using Panamax to sponsor it.
I thought it was a good way of indirectly advertising the Panamax product as I believe these hangover cures are purely based on myth. I felt the content suited the audience and the app would be well recieved as the majority of iPhone applications are not to be taken too seriously.
THE ALTERNATIVE CONCEPT
12 Paracetamol tablets
12 Paracetamol tablets
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For the tooth that hurts enough but not enough to go to the dentist.
This dosage may be continued for several days. If pain relief is required for a longer period it should be with the supervision of a doctor.
Fast, effective pain relief courtesy of Panamax
12 Paracetamol tablets
12 Paracetamol tablets
39
Because the guy at the gym said that extra minute wouldn’t kill you.
Fast, effective pain relief courtesy of Panamax
12 Paracetamol tablets Fast, effective pain relief courtesy of Panamax
45
For working the longest shift for the fifth time in a row.
12 Paracetamol tablets
This dosage may be continued for several days. If pain relief is required for a longer period it should be with the supervision of a doctor.
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Fast, effective pain relief courtesy of Panamax
12 Paracetamol tablets
Fast, effective effective pain pain relief relief Fast, courtesy of of Panamax Panamax courtesy
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Fast, effective pain relief courtesy of Panamax
The recommended dosage of Paracetamol for adults is two 500mg tablets (i.e 1gm paracetamol) every four to six hours, and not exceeding eight tablets (4gms) in any 24 hour period.
12 Paracetamol tablets
Because no matter how loud you shout at the tv, Capello won’t hear you.
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Because a poorly head isn’t an excuse for a day off work.
For whe just won nagging
Fast, effective pain relief courtesy of Panamax
Fast, effective pain relief courtesy of Panamax
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For when when he he or or she she For just won’t won’t stop stop just nagging. nagging.
Because even even the the Because most mobile mobile will will most eventually get struck eventually get struck down. down.
Fast, effective effective pain pain relief relief Fast, courtesy of of Panamax Panamax courtesy
Fast, effective effective pain pain relief relief Fast, courtesy of of Panamax Panamax courtesy
12 Paracetamol tablets
66
Because the celebrations might never stop
Fast, effective pain relief courtesy of Panamax
This dosage may be continued for several days. If pain relief is required for a longer period it should be with the supervision of a doctor.
12 Paracetamol tablets
#
The recommended dosage of Paracetamol for adults is two 500mg tablets (i.e 1gm paracetamol) every four to six hours, and not exceeding eight tablets (4gms) in any 24 hour period.
Fast, effective pain relief courtesy of Panamax
I didn’t want to leave the brief as it was, I wanted to develop as much of a body of work as I could in the time available. That meant that I would propose an alternative concept to the one I went with. My new concept was ‘101 uses for Panamax’. Each package within the range would be numbered with each having
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Because do-it-yourself and overexuberance don’t mix.
17 26 41 55
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This dosage may be continued for several days. If pain relief is required for a longer period it should be with the supervision of a doctor.
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12 Paracetamol tablets
Fast, effective pain relief courtesy of Panamax
#
The recommended dosage of Paracetamol for adults is two 500mg tablets (i.e 1gm paracetamol) every four to six hours, and not exceeding eight tablets (4gms) in any 24 hour period.
Fast, effective pain relief courtesy of Panamax
For working the longest shift for the fifth time in a row
This dosage may be continued for several days. If pain relief is required for a longer period it should be with the supervision of a doctor.
12 Paracetamol tablets
45
Fast, effective pain relief courtesy of Panamax
#
The recommended dosage of Paracetamol for adults is two 500mg tablets (i.e 1gm paracetamol) every four to six hours, and not exceeding eight tablets (4gms) in any 24 hour period.
12 Paracetamol tablets
Fast, effective pain relief courtesy of Panamax
#
The recommended dosage of Paracetamol for adults is two 500mg tablets (i.e 1gm paracetamol) every four to six hours, and not exceeding eight tablets (4gms) in any 24 hour period.
Fast, effective pain relief courtesy of Panamax
This dosage may be continued for several days. If pain relief is required for a longer period it should be with the supervision of a doctor.
12 Paracetamol tablets
72
Because those house chores won’t do themselves.
Fast, effective pain relief courtesy of Panamax
#
The recommended dosage of Paracetamol for adults is two 500mg tablets (i.e 1gm paracetamol) every four to six hours, and not exceeding eight tablets (4gms) in any 24 hour period.
a different scenario. I thought by using typography I could create a conversation between the product and customer. I didn’t have time to come up with all 101 uses but I did create a range of type treatments to show how it might have looked.