PROCESS JOURNAL PACKAGING FALL 2016 KYLIE HENDERSON
PROJECT ONE
Pick a consumer household product or hardware product, and (re)design either a sleeve or a hanger package for in-store on a shelf display. Packaging should hold and display the product creatively and have a low environmental impact.
JOURNAL ONE
REFLECTION What is packaging? -Packaging is a container or case that holds a product that can be sold or used. What does a package need to do? -A package needs to hold a product while also being able to show to product off to the potential consumer. What are some considerations that go into it? -Color, size, material, production cost, product, branding
JOURNAL TWO
RESEARCH PT.1A When walking through Target I noticed a lot of hanging packaging and packaging with sleeves. What I noticed most about them was how brand focused everything was and how the design of the package looked a bit lost behind the brand. Knowing brand is very important to many companies I couldn’t help but think of what would happen if the branding was not a top priority and instead the priority be product based.
JOURNAL THREE
RESEARCH PT. 1B After heading home and thinking about the packaging, I realized there is a lot more to branding than I ever expected. I also noticed there is a lot more attention paid to production cost than I have ever realized, meaning I really have to maximize the way I used my package. The way it could be stacked also means a lot to the production. There is a lot that you can expand your mind on when it comes to making a package that is environmentally friendly, some ideas more simple than others.
JOURNAL FOUR RESEARCH PT. 2 Like many brands and products, packaging also has a demographic the product is trying to target. This has a lot to do with he image the package gives off just as much as it does with the product. It is proven that packaging can make or break a product and knowing your demographic is at most importance. In class we were split into groups and given a demographic target, our target was to grab interest from single white woman, age 55-60. This is how we came up with Barbra Cooper.
JOURNAL FIVE DEFINE While walking through Target and the hardware store I eventually noticed tool boxes. Knowing our project had to have a sleeve or hand I saw most toolboxes only had a sticker on the front. It was small and very over looked so I wondered how a toolbox would be with a sleeve, and how it would stand out compared to others. Then I has my idea, I was going to make a tool box that attracted the demographic of Barbra Cooper, I wanted something simple yet environmentally friendly and easy to use.
COLORFUL
DULL
PLAYFUL
BORING
AFFORDABLE
EXPENSIVE LOW QUALITY
HIGH QUALITY
UNSUSTAINABLE
ECO-FRIENDLY UNIQUE
TYPICAL
THEIRS
MINE
JOURNAL SIX DEFINE CREATIVE BRIEF
CLIENT Any woman with some money to spend who are extremely environmentally friendly.
Description Of Organization Right now De Walt products are very industrialized and have very large customer base ranging in age and the use they may have for their products.
Current Vision De Walt has a very trust worthy and modern design. The recently have redone their logo adding a very modernized effect to their branding.
PURPOSE The purpose of this is to design a new look to De Walt, a softer and more eco-friendly vibes that attracts more woman to their brand and or those who are not very handy when it comes to hardware.
FOR WHO I want this product to be a product those who are not inclined to normally do building activities to not be afraid of a tool box, I want them to feel at ease and as if De Walt is doing all the work for them and all they have to purchase is a toolbox with everything in it.
ACTION To do this I want to really play off of the environmentally friendly side. I want to toolbox to look friendly and inviting. Most of all I want people to be drawn to something different on the shelf
other than just your average toolbox.
JOURNAL SEVEN CONCEPT SKETCHES
JOURNAL EIGHT DIGITAL CONCEPTS
WHY BLACK+DECKER Since our earliest days as a small Baltimore machine shop, BLACK+DECKER has remained steadfastly focused on customer needs. Noticing the size of our ecological footprint as a compant we created an eco-friendly side of tools. Everytool included in our eco-friendly packages are 100% recycled material. From the metal of our tools, to our hand crafted wooden handles and the plastic toolbox itself, we resused it all. How will you improve your footprint?
INCLUDES:
EVERYTHING YOU NEED
TOOLBOX
JOURNAL NINE FINAL DIGITAL CONCEPT
INCLUDES - Hammer -Screw Driver -Wrench -Flathead
-Measuring Tape -Level -12-pack of nails+screws -Plyers
100% RECYCLED MATERIAL
TOOL SET EVERYTHING YOU NEED
WHY BLACK+DECKER Since our earliest days as a small Baltimore machine shop, BLACK+DECKER has remained steadfastly focused on customer needs. Noticing the size of our ecological footprint as a compant we created an eco-friendly side of toWols. Everytool included in our eco-friendly packages are 100% recycled material. From the metal of our tools, to our hand crafted wooden handles and the plastic toolbox itself, we resused it all. How will you improve your footprint?
ET
JOURNAL TEN DIELINE
JOURNAL ELEVEN PRODUCE
While researching tool boxes I started to understand how most of them were made. Noticing the factors that go into printing my label I am lucky because my label is a clean cut, which makes it very easy to produce. Another easy factor is the fact that my boxes can stack well for shipping and handling when headed to a store. So the less paper I use, the less of a negative impact it will have on the environment.
JOURNAL TWELVE FINAL MOCK UP
JOURNAL TWELVE EVALUATE
How like would you be to buy this product? -Very likely, only because this product I feel has everything I need when it comes to needing tools because I am not a very handy person. On top of that, I would also have no idea what to buy for a tool box and this one has everything included. What appeals most to you about this product? -Most people I talked to enjoyed the idea of adding the touch of green. It really brought out the environmentally friendly efect I wanted. What draws you in the package? -Like I had mentioned many people that saw this enjoyed seeing the green along with the burlap texture. What isn’t important? -At this point I really noticed the images of the tools on the back were not very important. Even though I thought it was a cute idea, I think it took away form the professional feel of the package and I know many agreed.
PROJECT TWO Pick a current Horse Dewomrer product and redesign the packaging.
JOURNAL ONE REFLECTION What is essential on the packaging? For the deworming packaging I noticed the essentials on the packaging is the name of the company and the name of the product. Another main essential is the compound in the deworming. What does the package need to do? The package needs to have shelf presence and catch the eyes of those buying the product. It also needs to have a perfect mix of clean yet farm like. What are some considerations that go into it? You need to think of the type, the way it sits on a shelf, the image and colors used and if it relects to the buyer.
JOURNAL TWO RESEARCH Usually research consist of a lot of pinterest searches and research on demographics and past packaging designs done by other companies. Lucky for us we didn’t have to do much of that. Our class got to go and tour Steward & Associates, there we all learned so much about design and the story of the company. It was truly inspiring and I feel we all learned so much about branding products. After we toured and learned more about our assignment I went home and started doing research because this was a topic I can say I knew nothing about.
CLIENT My client focus is anyone who owns a horse or works with horses.
Description Of Organization I have decided to go with the company Durvet, which is a compact that specializes in Animal Medicine and health.
Current Vision Currently Durvet’s product packaging is bold and not very modern. You can tell they are a trustworthy company looking at their website and other products.
PURPOSE The purpose of this redesign is to make Durvet more appealing to the eye. To do this I wanted to soften their look, they currently have bright yellow and black packaging. I want a clean design the consumer will be drawn to.
FOR WHO This product is for those who own a horse or work with horses. I am aiming for this product to give off a high class vibes but also be affordable.
ACTION To do all of this I need to minimalist what goes onto this package. Showing only the important information, the name of the product, the type of medicine and how much is in it. I want to work with a white surface.
JOURNAL THREE CREATIVE BRIEF
COLORFUL
DULL
PLAYFUL
BORING
AFFORDABLE
EXPENSIVE LOW QUALITY
HIGH QUALITY
NOT MINIMAL
MINIMAL UNIQUE
TYPICAL
THEIRS
MINE
JOURNAL FOUR COMPOSE
Working with a redesign project on design that is not yours is very interesting. I personally did not mind and I really did enjoy it because I got to turn it into my own vision. Even though I did end up using some ideas and the company logo, I changed almost everything about the package. The color, the image, the overall feel, everything.
DuraMectin
JOURNAL FIVE FIRST DRAFT AND CONCEPT SKETCHES
When thinking of this project I couldn’t help but let my mind wonder. I really started thinking about the horse compounds in the medicine which is where the second mock up sketch comes from. I then thought because I knew a horse should be on there, I didn’t want to pick a certain horse because I know there are diferent kinds of horses for diferent things. So I tried to go with a sketch of a horse, but my drawing skills were lacking and it felt too unprofessional for the vision I wanted to go for. So inally I tried the basic layout, but I actually turned out liking it way more than I thought. I enjoyed the movement and the concept of the layout, so from there I went for it and continued with revising my third idea.
JOURNAL SIX DIGITAL MOCK UP
DURAMECTIN
REMOVES WORMS AND BOTS
ANTHELMINTIC + BOTICIDE
PASTE 1.87% (IVERMECTIN) Removes worms with a single dose Will treat up to 1250Lbs
For Oral Use In Horses Only
JOURNAL SEVEN FINAL THOUGHTS What I loved most about this project is I felt like this was real world design. This project forced me to step outside my comfort zone because when you design in college I feel it relates to your taste or style of design. With this project we had to design for everyone. There were restrictions yes we needed to produce a design that related to all types of people who may buy the product. Looking back at the assignment there are a few things I would touch up and fix but overall I feel it fits with the category. I feel I nailed the professional clean side but I also think it will attract those customers who are more farm like. I think the feel of my package is trustworthy and in the end I think that is the most important. You want to show off a product that people feel they can trust by just looking at it.
JOURNAL EIGHT EVALUATE For the final part of this project we all got to take our package back to Steward & Associates and show him our final product. I think this experience was very rewarding because you got a real life look at what it would be like if you worked for an agency . I think everyone benefited from this and it was not as scary as everyone thought it would be. Overall I feel my design would have fit in with what is already on the shelf and I am happy with it.
PROJECT THREE Pick a country and pick a beverage or sauce that relates to that country. Create a brand and logo for a company that distributes your product. Design a able that is authentic and represents your country of choice so it stands out on the shelves at stores.
JOURNAL ONE REFLECTION What is essential on the packaging? For the package I know I need to show the brand and the flavor of coffee I am selling. I also want to bring out the feel of Turkish tradition to show the vibes of the brand.
What does the package need to do? I want this packaging to draw attention to the buyer by showing the details of Turkish patterns and using the bright colors. I also want people to know it is iced coffee without looking at it.
What are some considerations that go into it? I need to think of type size, the way the consumer will see the product on the shelf and or in the fridge at a gas station.
JOURNAL TWO RESEARCH When looking more into Turkey and their coffee traditions I couldn’t help but notice how beautiful their coffee cups are. The elaborate designs really caught my eye and I knew then that was how I was going to get the attention of the customer. I also knew that Kahve means coffee in Turkey, so I found the name of my company! Looking at the different ideas, I originally wanted to design a jar for coffee beans due to the importance they have in the Turkish culture. But the more I looked into it all, Iced Coffee sounded more appealing for the vibes I was looking to go for. For my research I also went to an antique store, yes I didn’t know if the glasses were from Turkey or not but it did help me get a visual feel for what I wanted to design.
MOOD BOARD
BRAND BOARD
JOURNAL FOUR CREATIVE BRIEF
CLIENT My client is Kahve, a Turkish coffee company who wants to make a break through in the United States by bringing Turkish coffee and tradition to Americans.
Description Of Organization This organization is very true to it’s values, the core concept of this organization is sharing coffee with friends and taking time out of your day to communicate with others over coffee. They believe coffee is the beginning to every relationship and they want to show this idea in all of their products.
Current Vision The current vision of the organization is classy and sophisticated with a modern twist. They thrive in the idea that they can bring past culture into the modern world.
PURPOSE The purpose of this product design is to capture the theme of Turkish coffee with every sip. This starts with the look of the company brand identity and I want this to show and attract buyers.
FOR WHO This product is for any coffee drinker. With coffee being such a casual thing that almost everyone drinks, I don’t think I will design to one demographic, instead design with the idea of Turkish culture.
ACTION To do this, I want to use Turkish patterns on all of the products to show the tradition of Turkey. I also want to keep it minimal.
FIRST DRAFT
KAHVE KAHVE
KAHVE Kahve
FINAL LOGO
KAHVE
JOURNAL FIVE CONCEPT SKETCHES
JOURNAL SIX PRODUCE
FINAL LABELS
JOURNAL SEVEN DIGITAL IMAGE Yes, the digital image does not match the labels above. After pondering about the design I knew something felt off about it all. So after going back and messing with it, I came up with the labels in journal six. There wasn’t much change besides the background color and font color but I still think it will make a huge difference when it comes to shelf presence. I am really happy with how the bottles turned out, I think it looks just different enough from other coffee products, but not so different you don’t know its coffee.
JOURNAL EIGHT EVALUATE How likely would you be to buy this product? Well, now that I consider myself a regular coffee drinker and iced coffee being my favorite, I would indeed buy this product to try!
What appeals to you about this product? Besides the fact that it is iced coffee, I think the colors are very intriguing and would cause me to at least look at the product.
What draws you in on the package? I think what draws you the most is the colors and patterns used, I think all Turkish patterns are beautiful and if I saw this in stores I think it is different enough to where I would pick it up but not too different enough to where I would look over it.