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Renee Chung 101103298 DCO10003 Packaging Design Swinburne University of Technology
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To celebrate the 70 year anniversary of the Vespa brand under the parent company Piaggio, a series of sub brands have been developed to target varying consumer segments when promoting celebratory merchandise and collectible items. The sub-brand Europa deals with highquality premium merchandise, and has developed a 70th anniversary edition gift box for men. Cross branding synergistically with Giorgio Armani, the 70th Anniversary collector’s gift box includes a premium Armani watch, Armani leather wallet and bottle of Giorgio Armani’s ‘Europa’ cologne, developed in partnership with Vespa. The gift box is required to house these items and enable the products to be placed back inside. It is designed to last the lifespan of the products, and convey the premium quality. The Europa Armani gift box needs to be unique and have distinguishing features to offer maximum visual impact against other gift boxes in the market.
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PRODUCT PROFILE
Gift boxes are often created for special functions, launches, promotions, events or anniversaries and includes products such as pens, key-chains, wallets, colognes or perfumes, watches, nail polish and other promotional branded items that represent the brand personality. Gift boxes can vary depending on their target consumers and the company’s products. Lower costing gift boxes can include items such as handkerchiefs and chocolates, while premium gift boxes can contain jewelry, perfume and watches. Gift boxes of premium quality must be designed in such a way to convey the high class associations, through the material, merchandise selected and branding. Current gift boxes are often designed to be disposable and the products within kept separately. The Europa Giorgio Armani gift box will be designed to last the lifetime of the products. They will be kept on a bedside table, vanity or bathroom shelf, as a place to store these regularly used items in the place of a jewelry box, to keep the branded products together and elevate their prestige. To be utilised predominantly in the morning to keep essential items in the one place, easy access to the luxury watch, wallet and cologne, makes the gift box favourable.
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CONSUMER PROFILE
The target consumer group for the Europa Giorgio Armani gift boxes are high-income earning males who enjoy luxury items as a status symbol. These men are typically above the age of 40 and own a house, more than one car, are white collar workers and like travelling in style. They dine out frequently, are interested in golf and horse racing, are married to a person who favours similar high end brands and products and they have high brand loyalty for a select few brands. The target consumers have interest and have previously invested in Vespa or Piaggio products as luxury items. They care a lot about public image and prefer to consume and wear high quality branded products, such as Giorgio Armani, to uphold this reputation. The gift box would be an ideal gift given by his partner.
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BRANDING & IDENTITY DESIGN Typography: Henderson Slab Capital letter case Embossed This typeface is a serif font, but not too noticeably, meaning the sophistication associated with serif typefaces is still conveyed, and the lettering is legible. The capital font also imitates the conventions of other high quality luxury brands. The letter type logo is yet another feature of luxury brands and is conveyed through slightly wider tracking and sophistication through clean lines.
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The embossed typeface reflects the silver lettering applied to the outer of the gift box. The silver lettering reiterates the luxury items and the high price.
Pantone Colour 282 C (Navy blue) Navy blue velvet in this colour enables for a strong contrast against silver and metallic lettering while being visually more noticeable and less cliche than black. It enables Europa to develop a brand identity around this colour. Navy blue also has visual connotations of being high quality and formal, which works well with conveying the brand identity for the Europa Armani box.
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C 100 M 90 Y 13 K 68
Navy blue velvet swatch
SURFACE GRAPHICS
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FUNCTIONAL DIAGRAMS
Closed gift box folds 180 degrees on hinges to reveal 3 compartments.
Opened gift box folds 180 degrees on hinges to close again, revealing branding on top.
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Sculpted insides hold watch, wallet and cologne in place while box is folding open and closed.
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TECHNICAL DRAWINGS Middle Box
40mm
135mm
135mm
40mm
150mm
40mm
135mm
Folding Box Board pieces are to be glued together with Titebond 3 Ultimate glue to ensure the pieces are held together. The three boxes are then to be put together with the 10mm x 13mm hinges marked on the diagrams with a black dot.
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40mm
135mm
Side Box 1
40mm
67.5mm
67.5mm
40mm
67.5mm
40mm
150mm
40mm
67.5mm
Side Box 2
40mm
67.5mm
67.5mm
40mm
67.5mm
40mm
150mm
40mm
67.5mm
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MATERIALS, COLOURS & SUSTAINABILITY Navy blue velvet material covering the outside of the box and inwards flaps. 1.5mm thick.
The purpose of the Europa Armani gift box is to last the lifetime of the products, possibly longer. The items inside are long term products and can take more than 20 years before they need replacing.
3mm thick Folding Boxboard for the structure of the box. 120 gms.
The box, therefore, needs materials that will sustain the length of time that the products last, in order to fulfill their purpose as well as environmentally friendly.
Pantone colour 282 C navy blue coated. The colour translates to the colour of the velvet material used for covering the box. 10 x 13mm hinges for holding cardboard together.
Silver-plated pyrite lettering in capital letter case Henderson Slab. 2.5mm thick. For creating the Europa logo.
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As the box is designed to house the items, it needs to be durable and not break, which would otherwise caused it to go to waste. Therefore the materials need to be strong and long lasting, able to sustain being dropped and stand upright for many years. The box’s lifespan encourages the use of the same package over many years, keeping one permanent package rather than going through many disposable boxes. The folding box board is recyclable and can be made from partially or wholly recyclable materials, meaning when the box is eventually discarded it will can either be mashed down into pulp or disintegrate back into nature.
REFERENCES Christian Scheja 2009,, ‘A light blue Vespa 150 GL’ [image], Wikimedia Commons, Organisation/Host, viewed 13 September 2016, <https://upload.wikimedia.org/wikipedia/ commons/d/d5/Light_blue_Vespa_GL%2C_front.jpg>.
Macy’s 2016, ‘3-Pc. Armani Code Gift Set‘ [image], Macy’s, viewed 13 September 2016, <https://slimages.macysassets.com/is/image/MCY/products/5/optimized/8839795_fpx. tif?op_sharpen=1&wid=500&hei=613&fit=fit,1&$filtersm$>.
Doublog 2016, ‘Rich Couple In Plane’ [image], Doublog, viewed 13 September 2016, <https://static1.squarespace.com/static/Richest+Couples+Blog+Cover.jpg?format=1500w>.
Doublog 2016, ‘Rich Couple In Plane’ [image], Doublog, viewed 13 September 2016, <https://static1.squarespace.com/static/Richest+Couples+Blog+Cover.jpg?format=1500w>.
Roets Jordan Brewery 2016, ‘Wood Furniture Bed Fancy Bed Sheets Queen Size Bed Furniture Sets [image], Roets Jordan Brewery, viewed 13 September 2016, < http:// roetsjordanbrewery.com/wp-content/uploads/2018/09/wood-furniture-bed-fancy-bedsheets-queen-size-bed-furniture-sets.jpg >. Roets Jordan Brewery 2016, ‘Bedside cabinet dimensions narrow black bedside table upcycled dining table and chairs’ [image], Roets Jordan Brewery, viewed 13 September 2016, <http://roetsjordanbrewery.com/wp-content/uploads/2018/09/bedside-cabinet-dimensionsnarrow-black-bedside-table-upcycled-dining-table-and-chairs-805x805.jpg>.
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