sunyata Packaging Redesign by LeAndra Dong

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Table of Contents About Me. �����������������������������������������������������������������������������������7 IRB Statement. �������������������������������������������������������������������������9 Abstract. ����������������������������������������������������������������������������������� 10 About sunyata. ���������������������������������������������������������������������� 11 Project Scope. ����������������������������������������������������������������������� 14 Timeline. ���������������������������������������������������������������������������������� 15 Research. ���������������������������������������������������������������������������������� 18 Color Palette. ������������������������������������������������������������������������ 20 Design Blocking. ������������������������������������������������������������������ 23 Dieline. �������������������������������������������������������������������������������������� 25 Layout. ��������������������������������������������������������������������������������������� 26 Design. �������������������������������������������������������������������������������������� 28 Final Designs. ������������������������������������������������������������������������� 34



BACKGROUND


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About Me

Hello! My name is LeAndra Dong and I am a 4th year Graphic Communication major, with a concentration in Graphics for Packaging. After being in the department for 4 years, I’ve had great opportunities to experience all kinds of topics, group collaborations and fun activities in and outside of the classroom. After participating in the encouraging and supportive environment provided by GrC, I feel ready for the next step and projects that are to come after graduating.

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IRB Statement The project is not a systematic investigation. It will not collect data from Cal Poly students or employees as subjects. It does not attempt to answer research questions. Therefore, this project does not need to be reviewed by the California Polytechnic State University Institutional Review Board. Though other Federal, State, Local Laws and/ or regulations may apply.

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Abstract This project aims to redesign the packaging of the startup company Sunyata, located in Southern California, which focuses on selfcare and empowerment. The focus of the conceptual redesign is Sunyata’s collection of essential beauty oils, to further reflect the image and aesthetic of the brand as seen through existing marketing. The graphic redesign encompasses the packaging for former, current, and possible future products offered by the company.

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About sunyata Sunyata Self Care and Life Coaching, is a small start-up business founded in 2017 that launched with the intention of bringing the importance of self-care to young women through their cosmetic products. In its three years of business, it has amassed a small following online, where the bulk of its marketing is done. Sunyata is proudly owned and operated by women for women, started by founder and current owner Ana Krish, who is based in Southern California. Sunyata’s services include one on one life coaching workshops, personal branding, as well as a beauty oils duo.

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APPROACH


Project Scope Background Research • Brand/Company Research • Contact company owner • Audience, advertisement platform

Communicate Ideas • Maintain contact with company & mentor for input • Periodic check-in to ensure maximum comprehension of conceptual direction

Conceptualizing Design Ideas • Color palette concepts • Blocking and Design elements • Market research and Brand familiarity

Testing/Mentor Check-ins • Check in with Mentor(s) (former GrC Alumni) • Check in with Company owner

Final Design Elements and Possible Marketing/Branding Plans • Apply changes and possible alterations • Re-submit and check in with Company owner/ Mentor

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Timeline The expected timeline was drawn out on an initial Gantt Chart that was altered according to the amount of process. Later, a completion version was made to track the amount of work done, and what categories needed attention or were dropped altogether after proceeding.

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PROCESS


Research Product Research Sunyata’s Beauty Products are all natural and holistic essential oils, meant for direct application to the skin, putting it in the category for cosmetics. There are two products, one being the Clarity Face Oil, and the Self-Love Roller-ball Oil, both of which were marketed and sold on Sunyata.io. Since the products are of cosmetic nature, they must adhere to FDA standards and regulations for cosmetics packaging in terms of information provided to the consumer. Marketing/Audience Research Sunyata’s main marketing and advertisement is based on Instagram, Facebook, and their website. The targeted demographic being young women around the 22-35 age range, which have a large presence on the social media platform. The majority of Sunyata’s advertisement is based on customer review, influencer review, and word of mouth.

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With influencers being the main point of sale, it is important for the product appearance to be appealing, while also reflecting Sunyata’s feel-good, and confident aesthetic.

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Color Palette Selecting colors for re-designs, I wanted them to be complimentary to the brand’s existing color scheme, as well as the representative colors for the products. Sunyata’s existing colors are orange, teal, and turquoise and can clearly be seen on their Instagram page and website.

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#E2F3F7

#FAE1D1

#F7C3AF

#F5BBB2

#F39E95

#FCF5F5

Self-Love Rollerball Oil For the Self-Love Oil, it was originally a single pink/coral color, which I wanted to maintain in addition to softer pinks. I also added a light contrasting blue to tie in with the other oil in the collection. The appeal for this product is a cheerful scent, notably sweet orange, which is also reflective in the color choice.

#D4EEF2#

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#69B3D9#

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#307A89

Clarity Face Oil For the Clarity Face Oil, it was originally a light turquoise color, which I kept the resulting palette in the same color family. Because the product is supposed to calm and focus the user, I kept blue shades for a relaxing, and collecting effect.

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Design Blocking Blocking Concepts When determining the layout of the new design I used watercolors to experiment vibrancies and transparencies of the colors along with possible layouts. I also looked at existing product packaging to sort out a layout that I preferred with design and information elements.

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Dieline Making a Dieline Looking at existing product packaging, not only was I able to look at different layouts for information and design elements, but I was also able to get general dimensions for the same sized products. From this point I was able to make a dieline with the same measurements, as it was unavailable information from the company owner.

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Layout Information Layout For the layout of information, I created two layouts for information, the difference between the two primarily being the face of the product.

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The shown samples are one from each layout choice with each of the products.

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Design Design Elements After looking at the general aesthetic of Sunyata, as well as the personality and style of the founder, I decided to do two types of design. One a more traditional beauty product design, and the other a more modern and geometric design.

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Traditional For the more ‘traditional’ style, I decided to use a transparent brush to mimic water colors to compliment the chosen colors. In making the swirls and circles, I wanted this design style to be reminiscent of flowers and roses, featured on many traditional beauty products. Because of the minimalistic styling of the flowers, it’s a simple and soft feature.

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Modern For the more ‘modern’ style, I decided to use a soft brush to fade in between the colors, in contrast to the sharp angles. I wanted this design to be clean and simple, while maintaining a repeating pattern. After further deliberation, I added a soft gradient on certain shapes to break up the pattern visually while showing the range of colors.

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DELIVERABLES


Final Designs Self-Love Rollerball Oil - Traditional

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Final Designs Self-Love Rollerball Oil - Modern

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Final Designs Clarity Face Oil - Traditional

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Final Designs Clarity Face Oil - Modern

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REFLECTION


Reflection Looking back on the process of this project, there were many difficult moments, and many fulfilling moments. What went well in this project was the conceptualization and planning of the actual re-design, which was the most creative and fun part of the process. Another part which initially presented itself as an issue but later became a blessing, was the discontinuation of the beauty products mid-way through the design process. Due to this occurrence I was given creative freedom to delve into design elements that I personally liked, and imagined would reflect the personality of the brand. One of the challenges I faced about the project and myself, was time management. This is partially due to the circumstances of the course, but also due to the loss of structure provided with a client, with the elimination of the real products officially. Another issue that arose was the lack of information, due to the loss of contact, as well as a current reconstruction of the 44


Sunyata website. Because of brand changes and a shift in direction for the Sunyata brand, old information pertaining to discontinued products was deleted. While this did cause many delays, I was able to find other ways to obtain the original information after some digging, learning some new skills along the way! So, would I do this again? Definitely! As long as I time manage myself better, this type of project would be so much fun to do again. This project is nothing like anything I’ve done before, and it’s taught me a lot about the process of designing packaging, as well as about myself.

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