Product Packaging Internship Document

The Maharaja Sayajirao University of Baroda

Maharaja Ranjitsinh Gaekwad Institute of Design

SUMMER INTERNSHIP PACKAGING DESIGN

AHMEDABAD STUDENT NAME: PUSHTI GAJJAR

ACCESSORY DESIGN

The Evaluation Jury recommends PUSHTI GAJJAR for the BACHELOR OF DESIGN from Maharaja Ranjitsinh Inastitute of Design.

In ACCESSORY DESIGN. Presented for the project called “Packaging Design” on fulfilling the requirements by

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Chairman Members

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_______________________ Associate Director

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SUMMER INTERNSHIP 2018

Handcrafted playful products

PRODUCT PACKAGING DESIGN

The Maharaja Sayajirao University of Baroda

Maharaja Ranjitsinh Gaekwad Institute of Design

Document by “Pushti Gajjar”, Accessory Design, 7th SEM; B. Des

ACKNOWLEDGEMENT

I would like to express my special thanks of gratitude to my industry mentor and the founder of Chhapak Mr Vikas Gupta for being a great mentor and sharing his experience in the industry and being supportive during my internship. Thank you, sir!

I would like to thank my college and my faculty Mrs Anju Pawar for guiding me during the summer internship. Last but not the least I would also like to thank my parents, sister and friends for motivating me a lot in this two months.

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Letter of Completion

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“Packaging can be theatre; it can create a story” – Steve Jobs

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TABLE OF CONTENT 1. INTRODUCTION

7-12

i.

Introduction to the firm ------------------------------------------------------------------------------------------- 7

ii.

Products --------------------------------------------------------------------------------------------------------------- 9

iii.

Project Timeline ----------------------------------------------------------------------------------------------------- 11

iv.

Initial Design Brief --------------------------------------------------------------------------------------------------- 12

2. INFORMATION COLLECTION AND ANALYSIS

15-44

i. Packaging Design---------------------------------------------------------------------------------------------- 13 ii. Market Study ---------------------------------------------------------------------------------------------------- 31 iii. Competitive bands ------------------------------------------------------------------------------------------- 38 iv. User Interaction and Observation ----------------------------------------------------------------------- 41 v. Redefined Design Brief -------------------------------------------------------------------------------------- 44

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3. CONCEPT DEVELOPMENT

47- 56

i.

Design Boards ----------------------------------------------------------------------------------------------------------- 49

ii.

Ideation ------------------------------------------------------------------------------------------------------------------- 51

iii.

Concept Selection ---------------------------------------------------------------------------------------------------- 55

4. PROTOTYPING i.

Making Process -------------------------------------------------------------------------------------------------------- 59

5. PHOTOSHOOT i.

57- 60

62-64

Final product images ------------------------------------------------------------------------------------------------- 62

6. MY LEARNING

66

7. BIBLIOGRAPHY

67

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1. INTRODUCTION 1.i What is Chhapak?

Chhapak means ‘Splash’, the sound you hear when you jump into a puddle. Chhapak is a brand that aims to combine traditional Indian-craft with a modern touch. There products are traditional, handcrafted carefully by talented artists across India with an added utility value which makes every product unique and one-of-a-kind.

1.ii About the brand Chhapak is a brand that interprets traditional Indian craft with a modern touch. The products have elements of utility and play to them. Chhapak was founded in 2016 by Vikas Gupta, initiated by No Dues Design Collective Pvt Ltd. It aims to create world-class handcrafted products by identifying talents across India and provide a platform for the artists to showcase their talent to the world.

Though based out of Ahmedabad, we conduct workshops all over India with various handicraft artists to promote their craft.

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•

Chhapak-Handcrafted playful products has fine and amazingly handmade wooden products on wood lathes in the holy city of Varanasi, India.

•

The forms are mostly soft, minimal and sophisticated.

•

They have unique collection for Office, Kitchen and Home utility products.

•

Price range: 395 INR to 5,500 INR

•

Target Audience: Elite Class and Creative lovers

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1.ii. PRODUCTS

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1.iii PROJECT TIMELINE

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1.iv. PROJECT BRIEF Design a range of sustainable product packaging with graphics and product photography

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“Design can be art. Design can be aesthetics. Design is so simple, that’s why it is so complicated.”

– Paul Rand

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2. INFORMATION COLLECTION AND ANALYSIS

2.i Packaging Design The package = physical container or wrapping for a product. It is an integral part of product planning and promotion. 10% of the retail price is spent on developing, designing, and producing just the package. Companies sometimes change packaging to update their image and reach a new market.

Packaging is something we're bombarded with on a daily basis.

Creating an eye-catching packaging design that suits the product, stands out on crowded shelves, and doesn't cost a fortune to produce is a real challenge.

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Packaging Design is a multi-disciplinary field which considers functional aspects such as holding and protecting its contents from damage; transportation, manufacture; distribution and graphic design elements on the surface of the package that result in compelling communication. This introductory course will address the basic elements and principles of packaging Design. The emphasis is on understanding aspects of form and structure; the fundamental design considerations of graphic design elements on the surface of the package.

It will include the study of package construction – primary and secondary package – and how products are effectively designed and presented on the shelves.

2.i.i TYPES OF PACKAGING Paper and Carton Packaging Paper and carton packaging is used for different types of goods (food, electronics, toys, shoes, kitchenware and even other packaging materials). Paper and carton packaging companies produce wrapping paper, inflated paper, sheets, boxes, tubes, pallets, interlayers, corners, edges and custom protective systems (depending on the dimension and shape of the packed good, the carton is cut and modeled to fix and protect the product). Paper can be used to laminate other materials in order to make them stronger.

There is also anticorrosive paper that can be used to wrap goods or to laminate other materials.

Film Packaging There are multiple types of films used in the packaging industry, most commonly polyethylene (PE), polypropylene (PP), polyolefin and polyvinyl chloride (PVC) films. The films usually come on a roll and are used to wrap goods, cover goods, protect boxes and make other packaging products (such as bags, tubes, bubble wrap and sheets).

Films can be used for lamination, printed or perforated. They can be anticorrosive, antistatic, shrinkable or non-shrinkable, and slippery or non-slippery.

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2.i.i TYPES OF PACKAGING Foam Packaging Foam used for packaging can be produced on a roll or in sheets of different thicknesses. The foam is used to wrap goods or make bags (usually laminated with high-density PE), corners, edges and custom systems. The corners and edges are used to protect flat glass, furniture and sharp edges. Foam can be cut and modelled on the product's shape to fix and protect it. It can be antistatic and has good insulation properties.

Textile Packaging There are some goods that are best protected by textiles. For example, there are custom-made textile insertions used in the automotive industry to protect car parts during transportation. The textile insert is put on a metal frame that fits into a metal container. There is also textile material used for box covers.

Plastic Boxes and Containers Multiple types of plastic boxes and containers are used in all industries. For example, in the food industry there are plastic containers for goods like ketchup, yogurt, milk and juices. Plastic boxes are mainly used for transporting goods and are reusable.

They can be stacked, folded when empty to save storage space and recycled.

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2.i.ii. LAYERS OF PACKAGING

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2.i.iii. FUNCTION OF PACKAGING

Promoting and Selling the Product Attractive,

colorful,

appealing

and

packages

visually have

promotional value. A well-designed package is a powerful selling device because it helps the product stand out from its competitors.

Mixed Bundling – packaging different products or services together. Usually the bundle price is cheaper than buying them individually Price Bundling – two or more similar products are placed on sale for one package price.

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Defining Product Identity •

Packaging is sometimes used to promote an image such as prestige, convenience, or status

•

Can be a crucial part of the marketing strategy, particularly in advertising

Providing Information Gives customer useful information on: • • • • •

Directions for using product Its contents Product guarantees Nutritional value Potential hazards

the

Expressing Customer Needs When designing packages, companies analyze customer lifestyles and create packaging that meets their needs for size and convenience.

Packages often come in various sizes Family size to Single serving.

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Ensure Safe Use Proper packaging helps to eliminate potential injuries or misuse of a product Formerly glass containers are now plastic Childproof caps Tamper resistant packages Blister packs – packages with preformed plastic moulds surrounding individual items arranged on a backing Protecting the Product Must protect during shipping, storage, and display Prevent or discourage from tampering Prevent shoplifting Protect against breakage and spoilage

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2.i.vi. NEED FOR PACKAGING Indian economy is a complex system with many facets.

The importance of packaging within this system is becoming

increasingly

significant.

Methods

of

preserving and distributing goods are an essential part of daily life. However, we hardly realize how modern techniques contribute to the standard of living.

Packaging, along with improved transportation has made it possible to centralize production facilities and take advantage of the economies of large-scale operations. The product and the package are becoming interdependent. The growth of packaging has outrun the technology needed for orderly progress and development. It is necessary to borrow from other sciences to supplement the knowledge accumulated in this area. The skill of the package developer in making intelligent decisions depend on his breadth of knowledge and depth of experience in the packaging industry.

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2.i.v. HAZARDS IN DISTRIBUTION

Above are the signs that indicates Hazardous Symbols used in Packaging Industries.

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2.i.vi. NEED FOR CHANGES IN PACKAGE DESIGN

Package design encompasses both structural and graphical details. It is one of the most important tools of marketing mix.

Package design also contributes towards positioning the product in the market by its presentation and personality.

The package design depends on number of

The following are the conditions requiring changes in

factors. Some critical factors are:

package design:

Target customers,

Change in customer attitudes,

Retail environment.

Change in market conditions,

Structural or visual equities,

Enforcing new marketing policy,

Company policies,

Innovation of new package materials and processes,

Type of products,

Fall in sales volume,

Advertising and promotional directions.

Changes in customer buying trends, introduction of seasonal packs.

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2.i.vii. EFECTIVE DESIGN The design of packages has to provide simple graphic details. The package designer should have a good knowledge about the following: The product: the sensitivity of moisture and oxygen to the food products and their spoilage mechanism.

Types of package materials, The functional and structural details; of various packaging materials, Method of distribution and selling-channel of distribution and selling mode, Batch size and the retail pack size-optimum batch size and cubic volume of retail and institutional packages.

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2.i.vii.i. Design Factors The design of package integrates the basic concepts in functional and graphical features, and communication and marketing.

To achieve the correct positioning of product, it is important that a clear and accurate description of the consumer profile must be known. The functional features provide the requirements like protection and preservation of the package to exist safely. The graphical features illustrate the display values and uniqueness of the package and the product.

The following are the general aspects of the market to be considered in the package design: 1. Demographics and socio-economic profile, 2. Age group and gender, 3. Purchasing behaviour, 4. Lifestyle, 5. Package personality, 6. Brand awareness and loyalties.

The package designer integrates package structure and package graphics to draw the customer attention and to inform desired messages like brand, product variety, colour, material, size and weight.

The designers need information on the following: 1. Product data: The physical characteristics of the product and the attributes to justify its use as normal status and premium status.

2. Brand data: The brand value, its heritage and the relationship between brand and the product must be considered.

3. Competition: Competitor products and their sales volume.

4. Media: Planned media activity for the sales promotion.

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2.i.vii.ii. CUSTOMER APPEAL

Package shape: The unique shapes provide easy memorability and re-collectability of packages. The simple geometrical shape is invariably considered in package design. The pack shape must be symmetric, gentle, tactile and easily memorable. Customer recognizes the shape and colour more easily than graphics.

Visual Attraction: The package shape, form and other special details improves the package outlook. This will enable the customer for easy identification. The graphics, creative design improve the visual attention. The design features should give sensation to customer which goes beyond eye and stimulates the senses.

Color: The colour plays a significant role in providing sales themes, easy identification features and better readability. It also provides good sales appeal.

Trend: Depending on the seasonal trends, the package form has to be changed to provide better customer appeal.

Selling trends, buying trends and user trends can be considered to provide customer appeal in packages.

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PACKAGE DESIGN CHECKLIST SR NO.

TITLE

VISUAL PREPRESENTATION

SR NO.

TITLE

1

Product Name

6

Trademarks – TM or R

2

Product Tagline

7

Contact Information

3

Product Description

8

Dimension /Weight

4

Brand Story

9

Warnings/ Cation

5

Barcode

10

Directions/ How to use

VISUAL PREPRESENTATION

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7 STEP PACKAGING DESIGN PROCESS

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2.ii. MARKET STUDY The process of gathering, analysing and interpreting information about a market, about a product or service to be offered for sale in that market, and about the past, present and potential customers for the product or service; research into the characteristics, spending habits, location and needs of your business's target market, the industry as a whole, and the particular competitors you face.

Market research involves two types of data: Primary information: This research is compiled by yourself or hire someone to gather for you with one to one interaction or case study.

Secondary information: This type of research is already compiled and organized. Information include reports and studies by government agencies, trade associations or other businesses within your industry. Most of the research gathered will most likely be secondary.

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2.ii.i. RESEARCH STYLE Study and focus more towards crafts studios in Vadodara and Ahmedabad for Primary Research.

For secondary research, Study the “Indian handcrafted wooden products manufacturing firms in INDIA.” Collect basic information about the competitive brands.

Following are the brands which manufacture wooden handcrafted products: VARNAM: Craft Collective SHUMEE: Toys Revisited AATIKE: Indian Wooden toys

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OBSERVATION ON PRODUCT AND PACKAGING

2.ii.ii. STORES VISITS

TOYS VISUALS OF HAMLEYS STORE IN VADODARA AND AHMEDABAD

Different types of toys have different materials and it’s packaging.

Products are colourful, strong and eye catchy.

Interactive and interesting details More Geometric than organic forms Mostly educational productsInformative

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2.ii.iii. CRAFTS STUDIO OBSERVATION ON PRODUCT AND PACKAGING They have more 100 different styles of handicraft products in different materials.

Products are bright in color & handcrafted in India.

VISUALS ARE TAKEN FROM “SEJAL HANDICRAFTS STORE” IN VADODARA.

They have paper bags, boxes, Clothbag and gifting packaging for the store.

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OBSERVATION ON PRODUCT AND PACKAGING VISUALS ARE TAKEN FROM” THE BOMBAY STORE” IN VADODARA .

Products are handcrafted by skilled Karigars from all over the India.

Products are expensive and delicate.

Every product has at least 2 different layers of packaging. o

o

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Primary packaging for the product protection.

Secondary Packaging is the merchandise / Store’s paper bags.

OBSERVATION ON PRODUCT AND PACKAGING Bandhej is traditional clothing store with handmade artifacts.

VISUALS ARE CLICK AT “BANDHEJ STORE” IN AHMEDABAD

They have Chhapak’s product in their display.

They have cardboard box for primary packaging and Cloth bag as secondary packaging.

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IMAGES OF “CRAFTROOTS STORE” IN AHMEDABAD

OBSERVATION ON PRODUCT AND PACKAGING Craftroots store has home accessories and furnishing, textiles and non-textiles traditional store with more than 45 wide varieties of craft forms and amazing craftsmanship.

Products displayed at the store are traditional as well as modern styles with beautiful details in everything.

They have cardboard box, plastic wrap, newspaper, bubble wrap as their primary packaging and Cloth bag as secondary packaging.

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2.ii. iv. COMPETITIVE BANDS Varnam (meaning ‘colours’) Craft Collective is a multi-award-winning social enterprise that has been working with artisans in Channapatna, Karnataka, for over 6 years. The toy town or 'Gombegala ooru' is primarily known for Channapatna toys.

However, few have explored the true potential of the very versatile Channapatna toy craft.

A recipient of the Kyoorius Design Awards 2013 in Design Craft and Packaging, and Confederation of Indian Industry (CII) Design Excellence award for its ‘Oinkston tableware’ series 2013 and the CII Design Excellence award for visual communication and packaging 2014, Their product ranges from 200 INR to 3999 INR.

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Shumee is an online brand for sustainable, eco-friendly and educational toys. Each toy has been designed after much research on how to engage, stimulate and entertain children in ageappropriate ways. Prioritizing childsafety, every Shumee toy adheres to strict quality control standards. These timeless, sturdy wood-carved toys withstand wear and tear and can be handed down as heirlooms, making them a great value for money.

Bangalore based firm, dealing with educational toys.

Product ranges from 345 INR to 4500 INR.

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AATIKE promoted by SK Nirmiti, focuses on production, distribution and sale of Handmade Indian Toys, Home & Office Décor products having a traditional charm with a modern flair.

AATIKE™ products are inspired by natural colors, textures, shapes & traditions of India.

They are made from locally available sustainable natural products and are handcrafted by various artisans across India including Channapatna, Etikoppaka, Saharanpur. AATIKE™ products are carefully designed and crafted with lot of care to enhance a child's learning, safety in usage and most importantly be FUN. The AATIKE™ team is driven to present you with a unique range of products made with natural materials that bring happy moments and are value for money.

Product Range: 175 INR – 2200INR

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2.iii. USER INTERACTION

USER INTERACTION WITH CHHAPAK’S PRODUCT AND ITS PACKAGING

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2.v. REDEFINED BRIEF Design a range of sustainable and production friendly packaging with interactive elements.

Also, Develop any 5 product’s packaging.

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“Age and numbers are a concept made up by man.”

-Aaron Neville

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3. CONCEPT DEVELOPMENT Create Design boards Initial form exploration on paper.

Exploring forms with Paper and cardboard sheets.

Exploring Graphics with sketching the existing products and water splashes/ strokes.

Refined Concepts

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3.i. DESIGN BOARDS

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3.ii. IDEATION

Ideation is the process where ideas are generated and solutions through sessions such as Sketching, Prototyping, Brainstorming, Worst Possible Idea, and a wealth of other ideation techniques. Ideation is also the third stage in the Design Thinking process.

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3.ii. IDEATION OLD PACKAGING Thin brown, blue and yellow paper boxes as outer shell packaging.

Lining fabric as Potli (Fabric bag) for primary packaging.

Hand-painted logos and manual pattern cutting.

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IDEATION FOR FORMS USING PAPERS AND BROWN PAPER

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FINALISING RECTANGULAR FORM FOR ALL PRODUCTS, AS IT WILL BE PRODUCTION FRIENDLY. 55 | Pushti Gajjar | Accessory Design | 7th Sem| MRID

DETAILS ON FRONT USING

INSIDE DETAILS USING

DETAILS ON FRONT USING

These images are sample for form and placements of the details.

TOP VIEW WITH LOGO

SIDE VIEW WITH PRODUCT NAME & PICTURE

SIDE VIEW WITH PRICE TAG AND BARCODE

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"If you really want to do something, you'll find a way. If you don't, you'll find an excuse."

-Jim Rohn

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4. PROTOTYPING

Key element explored during this process is the merchandise for the brand. That’s a “TAG as BOOKMARK”. Tags will be attached to every product. It will have basic information about the product, brand, QR Code and contact information.

Bookmarks will be screen-printed in dual or monochrome tone from the waste and tiny pieces of cardboard.

The packaging gets more interactive by adding a cover over the box package. “INTERACTIVE COVER” will have visuals of CHHAPAK’S PRODUCTS (digital doodling of the product) or CROSSWORD PUZZLE (Keywords for the puzzle will tell the brand story)

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4.i. Making Process

STEP-1: Logo and details screen-printings on the surface of the dieline.

STEP-2: Cutting of the outer cover.

STEP-5: Assembling

STEP-3: Screen Printing on small inner fabric bags (Potli bag)

STEP-6: Exporting small parcel

STEP-7: Bulk Delivery

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5. PHOTOGRAPHY

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6. LEARNING I was delighted that it was able to cease it on a good note. I was sort of proud with the way the range of packaging and its merchandise came out during the summer internship period.

At first, it was also challenging to understand the packaging design and experienced such design briefs. There were new things related to the project which was explored and learned, as it was The first every work experience with the design firm.

It satisfied the work done at "Chhapak," and I am glad that the designs were completed and appreciated by everyone.

This internship was a wholesome experience, which changed the perspective as a designer as well as a person.

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7. BIBLIOGRAPHY BOOK Natarajan, S., Govindarajan, M. and Kumar, B. (2015). Fundamentals of Packaging Technology. 2nd ed. DELHI: PHI Learning Private Limited, pp.1 Shao, L. and Hu, L. (2008). Out of the box. Singapore: Page One. -29.

WEBSITE Gupta, V. (2017). Handcrafted wooden products | Chhapak. [online] Chhapak-Handcrafted playful product. Available at: https://www.chhapak.com/ [Accessed 7 May 2018].

Varnam.co.in. (2018). Varnam Craft Collective | Buy award-winning channapatna toys & lifest. [online] Available at: https://www.varnam.co.in/ [Accessed 9 May 2018].

Shumee. (2018). Kids Learning & Educational Toys | Kids Wooden Toys Online Store India. [online] Available at: https://www.shumee.in/ [Accessed 9 May 2018].

Aatike.com. (2018). AATIKE Indian Wooden Toys, Artifacts, home & office Decors. [online] Available at: http://www.aatike.com/ [Accessed 9 May 2018].

Inc.com. (2019). 51 Quotes to Inspire Success in Your Life and Business. [online] Available at: https://www.inc.com/jayson-demers/51-quotes-to -inspire success-in-your-life-and-business.html [Accessed 6 Apr. 2019].

Forsey, C. (2019). 27 Quotes About Design to Get Your Creativity Flowing. [online] Blog.hubspot.com. Available at: https://blog.hubspot.com/marketing/design-quotes [Accessed 6 Apr. 2019].

IMAGES Vikas Gupta, 2018. [ Photography] Pushti Gajjar, 2018. [Photography]

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