ABSOLUT. PACKAGING PROJECT TID1161
By James Wallis U1160584 Graphic Design
TID1161-1314: 1314 Thinking and Practice | Packaging & Branding Brief
Reinforcing the Brand - Packaging These tasks will focus on the retail sector within the mass market, to identify and focus on particular group/segment as likely consumers.
The Brief: Example - Smirnoff Vodka, are developing a daring strategy to enter the perfume/ aftershave market to launch a middle price range product. Their thinking is to capture the attention of their loyal vodka customers with this brand innovation. One of the mandatory requirements for the project is to successfully reflect the core brand values of said brand including its voice or narrative expression. It is for you to explore/exploit by sound research a connection from the loyal customer base to this new brand expression. A product name will have to be developed that embodies core product values but also amplifies this target lifestyle and aspirational values. Perfume/aftershave is a sensory product that encapsulates positive self image perceptions around a chosen lifestyle. Packaging should therefore have a strong tactile element embedded with the design. Major consideration should be given to a variety of card/papers/substrates that can support brand/product enhancement.
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Packaging & Branding Brief
Initial Thoughts When we were first give this packaging brief I was happy to see a new kind of brief as we have not done anything like this before. I will have to create a new product which is really interesting when its for a brand that is already established. I am looking forward to choosing that brand that I will use for the perfume/aftershave as there is some really design orientated alcohol brand which this brief would be perfect for.
Brand Thoughts When we were talking about which brand to do for this brief I immediately thought of ‘Absolut’, Absolut is a brand which has embraced design to the full and its iconic bottle shape and bold typeface can be recognised all over the world. I also was thinking about using a whisky company called ‘Jim Beam’ which is also a very well known brand from Kentucky region of Virginia in the States. After a lot of consideration I decided to go with the Vodka Company Absolute as it is known for its amazing design and there strong brand identity which will be an imported aspect when I’m creating my perfume/aftershave concept.
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TID1161-1314: 1314 Thinking and Practice | Packaging & Branding Brief
Consumer Research
Absolut’s current advertising campaign consist of four new, modern and innovative artists and designers which perfectly promotes there brand. This shows a lot about their target audience as they are trying to target the younger trendy, up and coming professions who would appreciate the fashion, music, art and design created by these professionals. This target audience could range from early twenties to mid/late thirties and will be in a creative or innovative sectors.
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Packaging & Branding Brief
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TID1161-1314: 1314 Thinking and Practice | Packaging & Branding Brief
Consumer Profiles
Name. Jack Gender. Male Age. 29 Status. Single Education. University Graduate Job. Graphic Designer, Creative Industry Income: ÂŁ29,000 per year Buying habits: Designer, modern clothes Hobbies. Gym, Clubs/Bars Loves. Music, Graphics, Art, technology Reads. Design Magazines, News paper Web Browsing. Behance, Pintrest, Design Blogs, Twitter Technology. Tablet, Mobile, Mac, HiFi Drinks. Coffee, Vodka, Beer, Vitamin Water
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Packaging & Branding Brief
Name. Nichole Gender. Femle Age. 25 Status. Single/Relationship Education. University Graduate Job. Fation Designer, Creative Industry Income: ÂŁ26,000 per year Buying habits: Designer, modern clothes Hobbies. Gym, Clubs/Bars Loves. Music, Fashion, Art Reads. Design Magazines, News paper, Fashion Magazines Web Browsing. Behance, Pintrest, Design Blogs, Twitter Technology. Mobile, Mac, HiFi Drinks. Coffee, Flavoured Vodka & Other Spirits, Water
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TID1161-1314: 1314 Thinking and Practice | Packaging & Branding Brief
Absolut Brand
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Packaging & Branding Brief
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TID1161-1314: 1314 Thinking and Practice | Packaging & Branding Brief
Brand & Advertising Imagery
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Packaging & Branding Brief
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TID1161-1314: 1314 Thinking and Practice | Packaging & Branding Brief
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Packaging & Branding Brief
Shapes & Imagey ‘Absolut’ Uses This is a collection shapes and images take from Absolut’s bottles which are have recently been used. I really like the way the imagery on the bottle has some sort of bearing on what’s in the bottle, i.e. bright colours for the different flavours or icons from the place where the flavour originated from. The images on the left are from a promotion which Absolut ran whereby each bottle was different and they created a collectable element to each bottle as they were one-off.
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TID1161-1314: 1314 Thinking and Practice | Packaging & Branding Brief
Current Aftershave/ Purfume Packaging
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Packaging & Branding Brief
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TID1161-1314: 1314 Thinking and Practice | Packaging & Branding Brief
Moodboard
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Packaging & Branding Brief
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TID1161-1314: 1314 Thinking and Practice | Packaging & Branding Brief
Thourghts I am going to start thinking about designing the packaging and also think about the name of the product. I have chosen to create an aftershave as I believe the original absolute vodka suits the male audience more as females mainly drink the flavoured variety on the vodka brand. I’m going to start considering how the packaging will look,be named and the layout of it. I am also going to consider the materials which it will be printed and the colours used.
Aftershave Name For the aftershave name I want to use the main brand name ‘Absolut’ but also use a word which will describe the product and which will appeal to the male target audence. I want to try keep it simple but also make it look eligent and meaningful.
Rakvatten (Aftershave in Swedish)
Aftershave
Fragrence
Name Ideas
Aura
Aroma Redolent Incense
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Packaging & Branding Brief
Name Ideas I really like ‘Aura’ because of the alliteration the words create and how they just roll off the tongue. I think they are in-keeping with the ‘Absolut’ brand and there simple product naming. I am going to develop this name product names and see which one would look better on the aftershave packaging.
ABSOLUT
AURA 19
TID1161-1314: 1314 Thinking and Practice | Packaging & Branding Brief
Product Name When I was create the product logo I wanted to keep in mind that I was creating and product for a current company which would have to use there current branding but have a small eliment on change to keep it seporate and unique.
ABSOLUT. Country of Sweden AURA ABSOLUT.
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Packaging & Branding Brief
.n SWE
SWE
1879
Aura 21
1879
TID1161-1314: 1314 Thinking and Practice | Packaging & Branding Brief
Packaging After looking at how the logo will look I want to now start looking at how the packaging will look and then go from there in terms of picking a final combination.
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Packaging & Branding Brief
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TID1161-1314: 1314 Thinking and Practice | Packaging & Branding Brief
Packaging
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Packaging & Branding Brief
Potential Packaging After looking at different layouts I wanted choose some of them to recreate digitally as I would then have a better idea of what the final concept will look like. In the brief it specify that we have to keep the core brand values in the design so on the packaging I am going to try and= keep it simple but eye catching. When I looked at the packaging which is currently been used, they all have a simple clean look with no images being used. They just have a name, the company they are by and some sort of embossed shape. During digitising these layouts I am going to have to look at colours and materials which I can use. The mood board will give me a few ideas but the materials will have to enhance the quality and luxurious look of the packaging.
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TID1161-1314: 1314 Thinking and Practice | Packaging & Branding Brief
SWE
1879
COUNT
EDEN W
OF S RY
•
BS LUT O
•
A
Eau de toilette spray Made by Absolut
Eau de toilette spray Made by Absolut
ABSOLUT. Eau de toilette spray Made by Absolut
Eau de toilette spray Made by Absolut
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Packaging & Branding Brief
Eau de toilette splash A natural fragrence by Absolut
6.1 FL OZ
200 ml â„Ž
After digitising the designs I ended up choosing this design which uses some of absolut’s iconic branding shape, like the bottle and the bold blue writing. These shapes are well know and a greatly associated with the absolut brand. This give the aftershave a distinct look and connected it directly the absolut brand, I think there is sufficient changes to the look of the design to be able to distinguish that it is a aftershave and not alcohol.
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