Structural Packaging Kashfia Rahman Professor. Warner Spring 2010
INTRODUCTION
This book is an introductory course to packaging design major. It was based solely on the re-designing of an existing packaging by using different methods. Some of the methods I learned about in class were die cutting/folding: paper board, thermo-forming plastic sheet, extruded metal and plastic, injection molded plastic, blow-molded plastic bottles and paper/pulp forming/molding. I also learned about different types of planograms and how to apply it to my re-designed product. Throughout the book I will discuss and show the three project I have done this semester. I will talk about the issues with the original packaging and how I have re-designed it to make it better.
TABLE OF CONTENTS Lipton www.lipton.com
Folded box with enhancements
100% Natural Tea
Thermoformed package with planogram compatibility
Merchandising packaging
Folded box with enhancements Goal of the first project is to re-design the packaging of an existing product made out of some sort of paper, ex: cardboard or chip board. I had to state the issues I find with the existing product and re-design with improvements. My product is the Lipton tea box. It’s the only well known brand that is known to hold a large quantity of tea bags which are individually wrapped, as opposed to Tetley teas which are just tea bags. My aim is to re-design the Lipton tea box so it is presentable in the presence of parties and company or even in high-end hotels and motels.
1 The cover hangs open which makes it look sloppy.
2 Teabags are seperated by a flimsy cardboard paper. Once the user has used up a quiet a few of the tea bags, the tea bags become unorganized. This makes the tea box look unpresentable.
Problems with the old design
3 The logo for whatever is printed upside down.
Information promoting the product is printed vertically when it’s easier to read if it’s horizontal.
Nutrition label is also vertical, much easier to read if it is horizontal.
Sketches
1 - The tea would be placed inside the box that has a resealable opening.
2 - The flap which is attached to the box will be perforated and re-sealable.
3
4
- Front view with perforated opening sealed.
- Just an option to perhaps have magnets in each corner so you can stack up all the boxes together. Would be helpful with different tea flavors. The consumer can attached different kinds of tea boxes as they buy them. Keeps things organized.
1 - The box would be an exaggerated “E� shape, with many teeths. Some of the shapes can have either a lot or little teeth.
2 - The back of the box can have slits for tea bags to rest.
3 - Each piece would have a few tea wrapped around it and it would rest on top of the second piece.
WINNER
1
2
- The tea box would be opened vertically. There would be a window with film on it to show the tea bags inside. The idea is to put each tea bag in an indivitual slot. This way the tea bags will be organized and they’ll stay in its proper place. Gives the box a very clean and presentable look.
- There will be a slit for the dust flaps to be tucked in.
3
4
FRONT VIEW
- As the user opens the box, the tea bags in its individual slot will pop-up.
- The tea box will stand vertically on shelves, which makes it easy for consumers to see the newly designed box as they walk past. The clear window will catch their attention and they will see the main attraction, which is the individual tea bags in its own slot.
Orthographics
- The white rounded-square represents my idea of there being a window with plastic film over it. This is to show the consumer the newly designed box. The read lines are individual tea bags in its individual slot. - The opening is in the middle. When the user opens it, the pop-up piece is attached to the cover, therefore enabling the tea slot piece to pop-up - All the graphics have been re-designed in order to make it easier for the user to read once its sitting down on a flat surface.
Top
Front
Front View
Right
Left
Die-line
7”
1.5”
1 .5 ”
NutritionFacts
Not a significant source of O T: For a delicious cup of hot tea, calories from fat, saturatedHfat,
boiling water over a tea bag; Serving Size Tea Bag 1 (2g) trans fat, cholesterol, dietary r, pourfibe berw 2 to 5 minutes and sweeten to A, vitamin C, Servings Per Container 100sugars, vitamin taste. calcium and iron.
6.6”
Calories 0
% Daily Value*
Total Fat 0g Sodium 0mg Potassium 25mg Total Carbohydrate 0g Protein 0g
*Percent Daily Values are based ICED: For a refreshing quart of iced on a 2,000 calorie diet. tea, pour 4 cups of boiling water over 3 to 5 minutes. Sweeten to taste and INGREDIENTS: ORANGE PEKOE 0%chill or add ice.
AND PEKOE BLACK TEA. 2004 Unilever 0% Englewood Clifs NJ 07632-9976
0%
0%
2.5”
2.5”
Amount Per Serving
A cup of tea contains about half the ca ffeine as a cup ffee. of co This product contains 55 mg of caffeine per serving.
6.5”
that’s good a b
a f.
ts w
ith the tea
le
150mg PROTECTIVE ANTIOXIDANTS NATURALLY PER SERVING
100 TEA BAGS
Serve HOT or ICED
6.6”
1.5”
1.5”
2.5”
2.5”
6.5”
”8
8”
s
ta r
tea
Ever y t
g in
t ou
h
Lipton
2.5”
Exploding View
- Individual tea packets.
+
- The tea packets will fit inside individual tea slots represented by the red line. The flaps will be attached to the flaps on the tea box.
+ - The tea box where the individual tea packets inside its own slot will rest.
= - Ta-daaaaaa
Planogram
Thermoformed package with planogram compatibility Goal of the second project is to come up with a thermoform solution for a product of our choice. I had to state the issues I find with the existing product and re-design it with improvements. I also need to fit the new product with its existing planogram as well as come up with a different way to display it. I picked Skippy peanut butter, I find the peanut butter is not easily accessible when it is in the bottom of a jar. I always end up with messy hands because I have to reach inside it with my knife too get the peanut butter out. I also find the jar hard to open at times and end up giving up. Peanut butter sandwiches are something everyone loves, especially children. It’s a great snack that they can make without any adult supervision. It would be ideal to re-design the jar in a way where it is easy for everyone, especially children to open and use without getting their hands messy.
1 Sometimes the cover is hard to open, especially for children.
2 It’s also difficult to get peanut butter from the rounded corners, especially for kids.
problems with the old design
3 When the peanut butter is in the middle or bottom of the jar, it’s difficult for the user to pick up an even amount of peanut butter in their butter knife.
4 Peanut butter being at the bottom results in messy hands since the user has to dip into the jar to scrape the last of a peanut butter.
Sketches 1 - The idea is to have the container be a flat tub. This way the user does not have to reach down and get their hands messy in order to reach the peanut butter.
2 - Peanut butter and jelly is the most popular combination. I decided to add a divider in the container so the peanut butter can be on one side and jelly on the other. This way it’s only one container you are taking out of the fridge. - The idea didn’t work so well because not everyone puts their peanut butter in the fridge or keep jelly outside. Also what if one of the content finishes first, possible solution was to make the middle perforated so the user can tear the side which is finished. - Since i’m focusing with peanut butter; another option could be to make both different texture.
3 - Second idea was to get rid of the sections with different texture of peanut butter or jelly and just focus on just peanut butter. I decided to do a flat container. This will be easy to store in a fridge or cupboard with very little space. One of the criticism of this design could be that when other products are stacked on top of the container, the peanut butter container will get lost. One of the positive things about the flat container design is that it holds double the amount of peanut butter when compared to a 18 oz peanut butter jar.
4 - Another plus side of the flat container design is that the user can get an even amount of peanut butter on their knife every time they slide their knife on the peanut butter. This will making peanut butter on toast easy. Also this prevents the user constantly dipping into the jar to get the peanut butter. They can have peanut butter on their toast fast than them dipping into a jar.
WINNER 1 - The shape is in a deep container. The opening is wide enough for any hand to fit through and reach the content without making a mess. It also holds more than the 18 oz jar. It also big enough so it’ won’t get lost in your fridge or cupboard.
2 - The idea of the lid is referenced from a tupperwear. The tupperwear was easy to open because there were flaps you would flip instead of prying it open. I thought the idea of flip top would be best because any one can open it especially kids. I made my flaps curved to reference a peanut shape. The idea is for one to fit their fingers around it for a strong and easy hold.
LID REFERENCE
Orthographics
AS A LW AYS
HY R UNC
A
E XTR
FUE
L
FUN the
NO TRAN S FAT PER SERVING *
- There are no dents or hard to reach corners, making it easier for the user to get the content.
NA
TU R A L
PR
Top View
- My idea for a new a new peanut butter jar is a tub shape. I picked this shape because the opening is wide enough for hands of any size to reach inside to get the content, even if it is in the bottom.
N O TEI
- The cover is stuck on with hinges made from thermoform. You would have to flip the cover open. This way, the user will have no problem opening the jar. - Also the side flaps are curved, it references the shape of a shelled peanut. It’s designed with a curve to make it more convenient for the user to hold onto the lid to pop it open.
E XTRA
R UNCHY
NA
TU R A L
INGREDIENTS
1 cup Skippy Extra Chunky Peanut Butter 1 cup white sugar 1 egg
PR
Dir ections
U.S Dietary Guidelines recommend eating a varied, nutritius diet within your calorie needs. This product is naturally free of cholesterol and contains no trans fat. See Nutrition Facts for calorie, total fat, saturated fat, sodium and sugar content. For more information on Unileve r’s Choices Program visit www .unileverusa.com/choices.
Right
(serves 6) 1. Preheat oven to 350 degrees F (175 degrees C). Line baking sheets with perchment paper. 2. Combine the peanut butter, white sugar and egg. Mix until smooth. 3. Drp sponfuls of dough onto the prepared baking sheet. Bake at 350 degrees F (175 degrees C) for 6 to 8 minutes. Do not overbake. These cookies are best when they are still soft and just barely brown on the bottom.
Left
Top
N O TEI
Dimension 4.5”
AS A LW AYS
HY R UNC
PER SERVING *
4”
4”
A
E XTR
NO TRAN S FAT
FUE
L
FUN the
NA
TU R A L
PR
3”
N O TEI
Planogram
E XTRA
R UNCHY
NA
E XTRA
TU R A L
PR
N O TEI
NA
TU R A L
R UNCHY
PR
N O TEI
R UNCHY ERXATRA R UNCHY E XT R UNCHY T E X RA CHY R UN E XTRA NA
NA
E XT
E XTRA CHY TU R A L NA R UN TU R A L NA E XTRA TU R A L PR
TU R A L
PR
PR
N O TEI
R UNCHY N R U CHY R UNCHY
ERXATRA
PR
N O TEI
E XT
NA NA NA
N O TEI NA
PR PR
PR
N O TEI
N O TEI
TU R A L
TU R A L
TU R A L
TU R A L
N O TEI
R UNCHY N R U CHY R UNCHY
ERXATRA
PR
E XTRA
E XTRA
R UNCHY
NA NA
N O TEI
NA
N O TEI NA
TU R A L PR
TU R A L
PR
PR
N O TEI
N O TEI
TU R A L
TU R A L PR
N O TEI
N O TEI
Merchandising packaging (High End) The last project has two parts. I had to pick one product for a high end and a low end retail store. Then re-design the high end product to fit the high end venue and design a new planogram for it. The same goes for low end, re-design the low end product and a new planogram for it. I picked fruits that you can eat using your hands. I chose to package fruits, main reason being it doesn’t exist. I also picked this because when you take fruits to go, you put it in your bag and it gets bruised. Also when you are eating fruits to go and there are no trash bins around, you have no choice but to hold onto it or litter. Also sometimes you have no where to store your fruit if you want to finish it later. My idea is to come with a affordable fruits to go packaging for a low end and high end using sustainable materials. My high end is Dean & Deluca and low end is Key Food.
Sketches
1 - The high end takes a box shape. The sides will be covered with clear film so the consumer can view the fruit before buying. The top will be jagged so the consumer can put the trash inside and it won’t fall off. The cover is there for added protection.
2 - The jagged edges would look a bit scary for people to put their hands in so another idea could be to put a slit at the bottom of the box. The user has the option to put garbage through the cover or push it in through the bottom. Both of the boxes would be made out recycled paper.
WINNER
- This package is referenced from the cupcake liner. It would be two seperate packets, one at the bottom and one of top. The top package has a little flap with glue stuck to it so the consumer can easily re-seal it. The materials are made out of the same compostable material as the Sun Chips bag except it’s a little thicker to project the fruit. The great thing about this design is that it can take the form of a fruit. Since the package is so flexible, the user can push the top flap around the bottom for a smaller fruit. The bottom packet will have slits for pits, seeds, stems, cores etc. After the fruit is consumed, anything leftover can be composted along with the packet.
Exploding View
=
Planogram
This is Dean and Deluca planogram for fruits. I’m planning on taking their existing display and working around it for the new fruit to go packaging.
My idea for the planogram is a tree. The tree is made out of recycled wood. The entire tree has slots so each brand is inside a slot. Each branch can hold different size of fruit. I would place it in the produce isle where they have a table filled with bananas and tomatos. Also the tree is 3-D since Dean and Deluca doesn’t have much space. One tree is their store is perfect for all the customers to get their fruit to go. Also there is an option for the cutomer to pick their own fruit and put it inside the packet.
Merchandising packaging (Low End) The last project has two parts. I had to pick one product for a high end and a low end retail store. Then re-design the high end product to fit the high end venue and design a new planogram for it. The same goes for low end, re-design the low end product and a new planogram for it. I picked fruits that you can eat using your hands. I chose to package fruits, main reason being it doesn’t exist. I also picked this because when you take fruits to go, you put it in your bag and it gets bruised. Also when you are eating fruits to go and there are no trash bins around, you have no choice but to hold onto it or litter. Also sometimes you have no where to store your fruit if you want to finish it later. My idea is to come with a affordable fruits to go packaging for a low end and high end using sustainable materials. My high end is Dean & Deluca and low end is Key Food.
Sketches
- The idea is to make a box with recyled paper or paper pulp. The boxes will be next to the fruits so the customer can pick the fruit they want and put it inside the box. The fruit will be protected throughout the day. The reason the fruit isn’t already in the box because consumers would want to feel the fruit first to make sure that’s the one they want before they buy it. Already pre-pacakaged fruits will result in consumers opening it to check the fruit first ruining the seal.
- The second idea is to put the fruit inside a thermoformed package. All the fruits tha we can eat with our hand resembles a circular shape. This package will keep the fruit snug as opposed to the paper packaging where there are dead spaces around the fruit. I made the top of the package flag for the lable and the consumer can rest it on a flat surface. Putting the label on top as opposed to on the lock has a benefit of consumers not opening the packaging to check if the fruit. Also the clear thermoform allows the cosumer to see before they buy.
WINNER
- The final idea is to have the top bit be covered with compostable fabric. The fabric has a small amount of elastic at the bottom for it to be wrapped around the thermoformed bottom. Although the bottom is still thermoform, it’s still better than the previous design where the entire package was thermoform. The thermoformed bottom is flat because the label and any other information may go in there. Perhaps the stores can to a small percentage of money back deposit everytime a customer returns the bottom thermoformed bit.
Exploding View
=
Planogram
This is Key Food’s planogram for fruits. I’m planning on taking their existing display and working around it for the new fruit to go packaging.
Plannogram idea is to have the fruits be wrapped around in the plannogram that already exists in their store. It’s the same cocept as the high end, picking fruits from trees. Since customers usually go to grocery store to buy fruits by the pound, a few fruit packaging is acceptable.
My idea for the planogram is to place a few of the fruits in the package with the actual fruits the consumers buy per pound.