PACKAGING DESIGN
INTRODUCTION TO PACKAGING DESIGN
Packaging design is inexplicably linked to every aspect of the emerging cultures of humankind from developments in technology, materials, and production to the conditions of evolving consumer societies. Packaging design serves to protect, store and transport goods and is the means by which the marketing strategy for a consumer brand is visually communicated. Packaging design employs a comprehensive design methodology in order to solve complex brand marketing problems. Packaging designers are the design professionals that understand how to connect form and structure, materials, color, imagery, typography and ancillary design elements with product information to create a marketable design for a consumer product. Not only does a packaging design perform diverse functional roles, the design serves to legally represent the product and its purpose; and visually identify and distinguish a product and brand within the market place. The many objectives along with the goals of standing out among competitors, avoiding consumer confusion, and influencing the consumer in a purchasing decision make packaging design the critical factor in the success of a company’s integrated brand marketing plan.
ROLE OF GRAPHIC DESIGNING IN PACKAGING
Packaging design is an area where graphics are almost inextricably linked with structural or 3D design. The graphics on packaging always have to work very hard in a notoriously ‘noisy’ visual environment of the supermarket or shopping centre, communicating both function and emotion. In this way, graphic design for packaging is a sophisticated blend of advertising, branding and information design. ‘It’s about communicating to consumers who are in a rush, so there are two things you have to do. The first is to get noticed, create impact beyond the context of where you are to get people interested. The second is to create desire. Unlike a piece of print design, which can often stand alone, packaging design goes bang up against its competitors on shelves and in stores. A piece of packaging design has to function at various levels. From a distance it must have impact achieved through colour, icons, type or illustration, as well as form and materials. Structural designers might have an insight into how the packaging’s substrate, fold or material could be changed to help the graphic design, for example. We also meet with the planning teams to make sure that the brief and story are right. At the start, a planning brief is turned into a creative brief, but it’s not a relay race through different departments, all the disciplines work together.
PROJECT
MARKET SCENARIO •
In the rapidly growing urban areas, where the life styles are fast, and people are “always-on-the move” Ready to cook food and packaged foods are becoming increasingly popular – especially among the Generation Next. Within this group of customers, a niche market is emerging fast among health-conscious consumers.
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Fast growing India womens are no more just any just home makers but professionals who help their spouse to run their house holds cooking food as well as take care of house.
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Instant tasty meals are not enough for the grown ups.
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Indian mindset is rather conservative but with coming of things like Maggi it has created a market for packaged food and there is huge requirement of such products to come in.
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The young and open minded people are willing to experiment with various food pruducts and they prefer ready to cook food more than frozen food.
USER PERSONA
ANGEL OBEROI
KABIR SINGH • • • •
20 years old Male Dehradun Student
Kabir singh is a student who stays at college hostel. He is fed up with junk food and fast food available. He is looking for an economical and healthy food stuff which can be made easily and with fewer resources and give him an feeling of cooked food.
• • • •
27 years old Female Delhi Married women
Angel is a high society recently married, health conscious women. She always looks for trusted and branded consumables. She is skeptical about local brands and unregistered food products. She is looking for an option for the food products which are pre-tested and verified free from the adulteration and contamination.
ASHA DEVI
ANCHAL SHAH • • • •
31 years old Female Pune Working women
Anchal is a HR manager in a MNC. She is married with one child. For her cooking is fun but she has to go to work early in the morning. It gets real difficult for her to cook anything new every morning when she is already hurrying up for her office. She has to prepare breakfast and pack tiffin for his family before leaving, which is a major task for her. She needs a healthy option for breakfast which can be instant to cook and provide choices of flavours.
• • • •
45 years old Female Delhi Social worker
Asha is working women, has a 16 years old daughter and a 14 years old son. She is frequently out of home for her social work. Her daughter is not an expert cook. Asha is looking for an option, which has nutritional value and can be freshly cooked with ease so she can remain tention free.
VIJAY PANDIT • • • •
35 years old male Kashmir trekker
Vijay is an adventure loving guy. He keeps on moving and trekking. His treks are always tiresome and requires good energy supplements for refreshment. Carrying tinned food and eggs properly preserves a lot of . He is looking for a solution by which he can carry energy rich food items like eggs without getting damaged or broken.
PROBLEM AREAS •
Majority of young people are not that experienced with cooking.
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The major instant food products miss out on the nutrional value.
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The fragility of egg structure makes it little inconvinient for handling, transportation and making available at certain places.
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The local eggs you buy can be adulterated or rotten.
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Currently available nutritional products are not palatable.
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In the current fast life people, people rarely cook.
SOLUTION EGGS HAVE BEEN DESCRIBED BY NUTRITIONISTS AS NATURES BEST VITAMIN PILL, A MINERALCOCKTAIL, THEY ARE NATURES SUPERFOOD. Research shows that an egg has protein content of 6.5gms and an average adult requires 12gms of protein. It also shows that including protein-rich eggs in your meals and snacks helps sustain your energy level and curb hunger, cravings and unhealthy snacking. Protein is the most filling nutrient. It helps control the rate at which food energy (calories) is absorbed by your body. Eggs taste delicious! They can be prepared in many different ways, so there is sure to be an egg dish to suit everyone’s taste.
PROBLEM AREAS •
Inconvinient for handling, transportation and making available at certain places.
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Storage
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The local eggs you buy can be adulterated or rotten.
SOLUTION
PACKAGED READY TO COOK EGG PRE-MIX AN INSTANT MEAL WITH HIGH PROTEIN AND DELICIOUS TASTE.
PRODUCT Functionality:
The advantage of this product is its improved taste compared to standard whole egg. It is more heat stable product. A further advantage is the storage conditions, handling and shelf life of Whole Egg i.e.� easy to cook and healthy to eat�
Product description:
Pasteurized and packaged hen whole egg with salt and other flavors. Quantity-100 gm i.e. 2
eggs without any preservatives.
Method of Preservation:
Pasteurization, maintain Low moisture content of whole egg
Storage conditions:
At ambient temperatures and/or non condensing atmosphere.
Distribution method: From manufacturers to malls, retail shops and then to the respective customers. Shelf life:
6 to 8 in unopened package and 48 hrs after opening the package.
Special labeling: Information available on cartons includes Name of the product, box no., batch No., Expiry date, manufacturers address, EIA approval no. of the plant. Sometimes tailor made customer labels are used
Customer Preparation:
Premixed eggs can be widely used in many dishes. Some of the most common preparations include scrambled egg, omelet and poached egg.
DERIVATIVES
PREFERED EGG CONSUMPTION
As per our survey most preferred two eggs at a time, few preferred one egg at a time while fewer preferred more than two.
2 eggs 1 eggs more than 2 eggs
OUR PACKAGE MIX Our package consists of two premixed liquid eggs (100gms) and a box with a room for six packs Basic Mix: • Two whole eggs • Salt • Oil • Flavors
Nutritional value per 100gm: Energy Carbohydrates Fat Protein
647 kJ (155 kcal) 1.12 g 10.6 g 12.6 g
WORK STATION
PARENT BRAND
Framptons is company working in food industry since 100 years. It has a whole range of egg products and is widely known for the quality lion eggs. Over the last 40 years Framptons have established themselves as leaders in the innovation of new egg products and processes. Experts in contract packaging. Our vision is to be the supplier of choice to all our customers and to be world class processors of liquid foods Why choose Framptons? • We specialise in packing a range of liquid food and beverages including fruit juice, milk and dairy alternatives, ice cream mixes and chilled drinks. • No one knows eggs quite like us. • Over the last 40 years Framptons have established ourselves as leaders in the innovation of new egg products and processes. • Framptons has excellent reputation, experience and commitment to their customers. • Experts in liquid food and beverage processing. Our Products: Liquid Blends Our liquid egg blends include whole egg, egg whites, egg yolks. We can also create bespoke mixes for quiches, bakery products and glazes. Ready-Cooked Omelettes Our delicious ready-cooked frozen omelettes are available in a variety of sizes and flavours, including Plain, All Day Breakfast, Spanish and Vegetarian Cheese with a range of fillings. They provide the perfect cost and time saving solution for the foodservice industry. Free Rangev We offer free range options for our liquid blends and cooked egg products.
MIND MAPPING
KEY WORDS OUR PRODUCT: Nutritional, healthy, fresh, hygiene, quality, mix, breakfast, creative, multipurpose, instant, jugaad, full meal, extra, availibility, mobility, X-factor, consistancy, exclusive, affordable, easy to cook, versatile, varient.
LOOK AND FEEL: White and yellow, smooth, flowing, fluid, unstable, playful, bold, mix, energy, tasty, attractive, oval, hen, clean
FOOD PRODUCTS: Omlette, bhurji, half fry, curry, poached
NOMENCLATURES: Eggstra, Yellow!, Easy Anda, Egg-X, Eggcelent, Golgen Egg.
TARGET AUDIENCE
• Young students living away from home. • Working people who have to manage both house and office. • Amature cooks. • Kids and their mother.
COMPETITORS • Ready to cook packaged foods. • Two minute concept products. • Frozen food • Dietry supliments.
SALE OUTLETS • • •
General store Supermarcket Malls
TYPES OF AVAILABLE ASCEPTIC PACKAGINGS OPTIONS
LDPE Flexible packaging BOPP Flexible packaging Polyster Flexible packaging Paper Flexible packaging Aluminium foil packaging PVC Flexible packaging Tetra Pac
ASEPTIC PACKAGING SYSTEM Aseptic packaging can be defined as the filling of a commercially sterile product into a sterile container under aseptic conditions and hermetically sealing the containers so that reinfection is prevented. This results in a product, which is shelf-stable at ambient conditions. The term “aseptic” is derived from the Greek word “septicos” which means the absence of putrefactive micro-organisms.
ASEPTIC PROCESS FLOW
Product
Package
HTST Processing
Sterilization
Advantages of Aseptic Packaging Technology •
Higher degree of safety, hygiene and nutrient retention in food
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Preserving taste and freshness
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A good example of resource efficiency is its light-weight (among the lightest packages available)
Cooling
Filling
• Extension of shelf-life of products at normal temperatures by packing them aseptically. • Aseptic process is a modern continuous flow process needing fewer operators.
Sealing
Storage / Distribution
ASEPTIC PROCESSING – METHODOLOGY
Aseptic processing comprises the following: • • • • •
Sterilisation of the products before filling Sterilisation of packaging materials or containers and closures before filling Sterilisation of aseptic installations before operation (lines for products, sterile air and gases, filler and relevant machine zones) Maintaining sterility in this total system during operation; sterilization of all media entering the system, like air, gases, sterile water Production of hermetic packages
Sterilization of Products Some of the latest methods of sterilization of products include: • • • •
Microwaves Electrical resistance heating High voltage discharge Ultra high pressure
Sterilisation of Aseptic Packaging Materials and Equipment • • • •
Sterilisation Heat Chemicals Radiation
BRAND NAME
READY TO COOK FLAVORED EGG PREMIX Instant meal, high protein, delicious taste.
x
Pre-Mi E tra -factore E clusive
x x x
X
EGG-X
FLAVORS ITALIAN SPANISH FRENCH INDIAN CLASSIC
FRENCH
CLASSIC Olive oil, mushrooms, olives Olive oil, tomatoes, cheese, garlic, salt Butter, cheese, chives, herbs Butter, garlic, onion, capsicum, chilli Butter salt pepper
ITALIAN
OBJECTIVE Design Packaging for a new product ‘ready to cook flavoured egg premix’ which resonates with the brand, target audiance and help the product to grab instant attention in the market which would require a unique idea at its core in order to help the brand stand out from their competitors and establish themself in the market.
INSPIRATION FOR FORM
INITIAL SKETCHES FOR THE FORM
FORM EXPLORATIONS
MIND MAPPING EGG-X IDENTITY
MOOD BORD FOR EGG-X IDENTITY
FOR THE MIX
FOR THE SHAPE
INITIAL SKETCHES
EXPLORATIONS
THE IDENTITY
SURFACE GRAPHICS Mix, fresh, fun, playful, white and yellow, flowing, hygeinic, tasty
FONT
Mix, fresh, fun, playful, white and yellow, flowing, hygeinic, tasty
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INFOGRAPHIC
DIMENSIONS
SPREAD OUT
FORM PROTOTYPE
PROTOTYPE
FLAVORS
BURP!
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