packaging design process book

Susan Fireside Package Design Process Work: Confidential

Bath and Beauty

Bath and Beauty Design Brief: Create a packaging system for a company that creates locally produced organic products in Costa Rica. The audience is adults with a disposable income that care about their bodies and the environment. The packaging needs to appeal to both men and woman, and should remind them of their travel experiences. It should be easy to transport.

Materials: Plastic and Paper Style: Emotional connection Photography as Hero Form and Shape: I created an identity that would set the tone for the brand. The first piece was creating a name, which was The Osa Well. This is an area of Costa Rica (The Osa Pennisula) that the products are created. By using type that is all lower case, with a nod to something that could have been typed out on an old typewriter, the goal was to create a mark that gave a slight nod to hand batched work, with a more refined look and feel. A tagline was created “for the journey” to support the travel experience, both physically and spiritually. To position them further messaging was created to support the brands promise of “small batch organic products for better living”.

Labels: The products would be designed to cover the entire tube Printing: Vibrant full color photography Marketing: • Identity • Tagline • Color Palette • Image Library Sustainability: The bags would be printed on a recycled paper, white to reinforce the environment which is part of the culture and Eco Tourism.

brand development

name and logo

A system was created to reflect a high end yet hand crafted, apothecary feel.

This was to reference the small batch and hand made idea. The project evolved as I chose to feature the organic source as hero with bold photography.

tagline

color palette

photography

messaging

small batch organic products for better living

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Technology

Technology Design Brief: Create a packaging system for a company that implements technology and explore the use of humor. I choose to create a packaging system for personal massagers, which often have an underlying use for woman.

I decided to play off the idea that we are all in on the joke, and go bold, bright, and cheeky, so to speak.

Materials: Cardboard box Style: Humor and wit Form and Shape: I created an identity that would set the tone for the brand, iconography, as well as a name that also played to humor. While the market is full of products that fall into two camps: health and wellness, or personal pleasure, I wanted to create a system that appealed to their sense of humor without being raunchy.

Marketing: • Identity • Color Palette • Illustration Sustainability: The packaging is printed using best practices for the product for shelf space and costs. It also can be shipped with colors limited to keep costs down while still playing to the concept.

Marketplace: Depending on where these products are sold, the packaging can be rather conservative.

brand development

name and logo

Initial idea was to use dialogue between girlfriends in a bright way to show personality. The use of talk bubbles felt to cliche and overused, so the direction turned with the use of illustration and pulling back on humor.

color palette

illustration

Luxury Packaging

Chocolate Luxury Packaging Design Brief: Create a packaging system for dark chocolates. Since an element of faux is being used with a metallic foil, I wanted to keep that element as a surprise and use it sparingly to create an unexpected mix of luxury and warmth with the uncoated paper.

Materials: Cardboard box Foils Paper Chocolates Glue Cutters Brushes Style: Fake it with faux Simple Luxury Form and Shape: I created two ways of delivery the chocolates. One is through a square box, the other is with a wrapper.

This is to allow for the different types of products such as truffles, which are more delicate to be transported.

The bars work for more solid products such as dark chocolate with coconut.

Marketing: • Identity • Color Palette • Packaging Sustainability: The box and wrapper are simple one sheet printed pieces, however the idea was that the logo as well as part of the packaging would have the foil, which is more expensive, but often used in candy packaging.

brand development

name and logo

The concept was to go luxury but not overly ornate. Theses chocolates are for the purists, keeping to dark chocolate, so the idea was to use black as the main color, with emphasis on the year, 1866, the last year that only dark chocolate was made.

color palette

messaging

1688 is the last year that only dark chocolate was made. this bar is for the purists.

Wine and Spirits

Wine and Spirits Design Brief: Create a packaging system for Pomegranate liqueur.

In the process of doing market research, many alcoholic products that use pomegranate show the product itself. In order to create a product that would have a unique shelf presence, I created a water color image that was more conceptual of the taste and lightness than going with the literal direction so often seen.

Materials: Glass, Heavy card stock Style: Exploring patten Light and sophisticated Form and Shape: Glass bottles Slanted top box Larger gift Box Marketing: • Identity • Color Palette • Water color

brand development

name and logo

Light and refreshing, with a minimalist style of sophistication. Type uses a mix of upper and lower case to create an original identity. Water color art was created to mimic the pouring of the drink into a glass. Type in an unexpected angle means you have to pause a little longer to read. color palette

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Beverages

Beverages: Tea Design Brief: Create a packaging system for a tea company that uses line art as the visual element.

Materials: Cannisters for Tea Pillow box for Teas Tea bag labels

In the research process tea packaging used a lot of white as well as showing the flavors of the tea as well as leaves. I chose to create a more dynamic system that would stand out by using bold colors that reflected the teas flavor as well as textures to give the packaging some complexity.

Marketing: • Identity • Color Palette • Line Art

Style: Painting and drawing

brand development

name and logo

Bold and different from what you would find on the shelves, this packaging also created a new product not seen before, called “teas for two” which is a small pillow box that contains two tea bags. One for you, and one for a friend, playing off the term “tea for two”.

color palette

illustration

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Teas for Two

L U CK Y E L E PH A N T TE A S

orange TEAS FOR TWO TWO FILTERBAG/SACHET INISDE

all natural

contains 1 filterbag/sachet inside

orange

Books and Media

Books and Media Design Brief: Redesign an existing book cover using photography as a key element to the design.

Materials: Perfect Bound Book CD Style: Photography Marketing: • Identity • Color Palette

first and second edition book covers

brand development The Jew in the Lotus is about looking at religion and spirituality from both the Jewish and Buddhist perspective.

To connect these two belief systems I chose to use to very recognizable images from both. While the Buddha sits on a bagel like he would a meditation cushion, it gives the reader a sense of the tone of the book.

name and logo

color palette

photography

Fashion

Fashion Design Brief: Create a packaging system for Fireside, a line of clothing for stylish outdoor woman.

This line was created for woman who didn’t want to dress like a man while doing outdoor activities like camping, walking, or hiking. I created a visual system that was both feminine and strong.

Materials: 4 color printing All packing includes a kraft paper component to reinforce an organic natural element Style: Lack of color Form and Shape: Box for clothing Bag T shirt Design Matches are promotion Mailing envelope Journal Hang tags Marketing: • Identity • Color Palette • Icons • Match book • Journal

brand development

name and logo

Feminine and strong. Playful and serious. Lover of nature and a good shower. This brand was created for women who take care of themselves, mind, body and spirit. The brand elements are created to reinforce strength with bold messaging and strong graphic elements set on an angle to create a sense and to reinforce the messaging of clothing to live in.

Elements of nature and life are used in iconic form to show the different parts of a women’s life.

color palette

illustration

messaging

Food

Cookie Packaging Design Brief: Create packaging using humor.

Bad Day Cookies is about using a sense of humor for emotional eating. Let’s face it, sometimes it’s not about wanting a cookie, there’s an emotional reason why we eat.

Exploring those reasons with humor connects us and allows us to laugh at ourselves and gives us permission.

Materials: 2 color printing

Style: Minimalist design Humor Form and Shape: Paper bags with closure Cookie tin Coffee mug

Marketing: • Identity • Color Palette • Icons

Marketplace: One of my biggest concerns was making sure this product would not be damaged in transport.

brand development

name and logo

Bad Day Cookies is about humor and making fun of our stresses in life. From the logo of tears to the casual hand drawn illustrations of daily activities, the system was created to play off of some of the big reasons why we might find comfort in a cookie.

color palette

illustration

messaging

Home and Garden

Home: Candle Design Brief: Create a packaging system for a home accessory.

Materials: Paper, candles, glass, card stock Style: Fonts create mood and character Hand drawn type Form and Shape: Box with lid Open box Glass candle full wrap Glass candle label Labels: Full wrap label Partial crack and peel Printing: Vibrant full color illustration Marketing: • Identity • Color Palette

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brand development

name and logo

Type as an art element is used to convey the spirit of the smell. By conceptualizing the vibrancy and shape of the peony, the packaging is as bold and lovely as the flower it represents. color palette

Kids Products

Kids Design Brief: Create a packaging system that would appeal to kids. As the mother of a tween, I decided to do this assignment with my daughter and used her as a resource to tap into the market.

Because girls between the ages of 9-12 are still little girls, but don’t want anything perceived as baby, we created a product that appeals to the girl, such as lip gloss, but isn’t to grown up for the parents.

Materials: Plastic, Paper, Glitter Style: Type as imagery Bar code Form and Shape: This system involved two products.

One would be a set of three lip glosses sold together, and the second would be a large lip gloss sold as a glitter balm. Both are designed to hang from a store wall.

Labels: Each product packaging is printed on heavy card stock to allow for the plastic case to hold the products.

Printing: Vibrant full color photography.

Marketing: • Identity • Color Palette • Illustrations

brand development

name and logo

The letters and illustrations were created by my daughter using markers.

I adjusted them to create a logo and changed the colors to create a more vibrant color palette, with elements that can be pulled out for packaging.

The challenge was created the ball of glitter, which required many rounds of working with glue and glitter to get the desired effect. color palette

illustration

bar code

1245667149

Pet Products

Pets Design Brief: Create a packaging system for a company that sells single serving dog food for travel.

Materials: Paper and cans Style: Illustration and muted colors.

Form and Shape: Small cans for easy travel with a pull top means that if you go away for a weekend or take your dog on a long outdoor, you don’t need to travel with a plastic bag of dog food.

Labels: The products would be designed to cover the entire can.

Printing: Full color illustration.

Marketing: • Identity • Color Palette • Image Library Sustainability: The cans can be recycled and are a better alternative to plastic.

brand development

name and logo

On the go is for the dog owner who likes to take their dog with them everywhere.

From day trips to camping, this is for the somewhat spoiled pet. A system of colors, patterns and textures as well as different dog breeds was created to create a distinct product line for each of the foods. patterns and colors used throughout

ON THE GO

system for each product

ON THE GO