Lorna Milligan
OUGD503 SB02
StarPack Brief
Lorna Milligan
Rationale This brief is for the Student StarPack 2018 competition. The aim was to design and develop a prestigious range of luxury gift packaging representing metal as the primary material for a range of teas. Marriageability of the tins was essential. Re-usability and shelf impact was also considered. This brief is a collaboration with level 5 Printed Textiles student Lucy Siviter. Collaborative briefs were written to establish the roles each member would play. Lucy was responsible for creating the pattern design for three different flavours of tea. She also made sure that range is cohesive stylistically and in terms of colour. I was responsible for logo and label design and the product design of the tin. We set a deadline of completing all design work by the 16th of March, this deadline was achieved.
OUGD503 SB02
StarPack Brief
Lorna Milligan
OUGD503 SB02
StarPack Brief
Research
The target market for this product is middle aged, middle class women who shop in higher end retailers such as John Lewis and Marks & Spencer. This target market is reflected in the branding. The aim was to keep it classy and sophisticated at that would appeal to this demograph-
ic. The brief is sponsored by Metal Packaging Manufacturing Association (MPMA) who are trying to reduce the amount of metal packaging that goes to landfill. This fact made the secondary use of the tins a key factor in our design. Research into the history of tea
helped formulate a name. The chosen name for the brand is East India House. This name comes from the London headquarters of the East India Company, the first merchants to bring tea to Britain.
Lorna Milligan
OUGD503 SB02
StarPack Brief
Concepts
The illustrations on the packaging are inspired by the flavours of the teas. The packaging design was influenced by several factors. We considered how the tins would work together as a three and how they would look on the shelf.
Tessellating shaped tins were Logo designs were inspired from common throughout the designs the architecture of the East India as it means the tins would fit well House and from tea leafs. together and save place on the shelves. It would also reduce the amount of space the tins would take up when in transport. This will reduce cost and packaging waste.
Lorna Milligan
Developments The idea we decided to develop focused on the re-use of tins as a plant pot. Experimenting with different typefaces and colour combinations took place. It was decided that Bodoni 72 would be the typeface used as this is relevant to our target market. It gives a high class feel and works well with the style of illustration. Each flavour of tea has its own colour scheme. The layout of the logo and type keep the design consistent. The design is also applied to the seed packets that will accompany the tea tins. Illustrations of a tree were added to the tin to make clear the re-usable aspect of the tin as a plant pot. A considered description of the tea and explanation of the seeds in the lid were added.
OUGD503 SB02
StarPack Brief
Lorna Milligan
OUGD503 SB02
Final Outcomes The concept for this design is strong as it is a practical application for reusability. The seed packets reinforce the design while giving the product and extra feature which may entice otherwise uninterested consumers. It fulfils the brief and is appropriate for the target market, both in terms of packaging design and the fact the middle aged and older are much more likely to take an interest in gardening than younger people. Working as a collaboration has been very successful. Lucy is very easy to work with and was punctual with producing work. The successful of the project was down to setting collaboration contracts at the beginning of the project. Setting deadlines and delegating tasks before the design work began meant that both parties knew what their responsibilities were. We both did well with time management and this is shown in the amount of work produced over a relatively short amount of time.
StarPack Brief