Rationale
2012 Southern Cross Packaging Design Awards
Contents 1 Project Summary 2 Design Problem 3 Target Audience 4 Design 7 Brand 8 Summary
Project Summary This package design follows brief C, primarily using tinplate to contain cupcakes, the chosen food product. The package is marketed at the upper class gift market, and uses visual cues of colour and embellishment to position itself. Transparent PET, ribbon and paper are also used in the package. Lithography, two colour process and silver foil stamping are used to create the products premium feel. The brand is authentic and clear as to the contained product.
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Design Problem Brief
Key design criteria
Solutions
Brief C – Food Packaging. To design a package manufactured predominately from tinplate, for a premium positioned food product.
• Design should be decorative, eye-catching and have strong visual impact. • The design should include tamper evident features. • Tin must be reusable or recyclable. • Lithographic printing and other decoration used to their full advantage. • Transport and shelf display should be taken into account. • Design should appeal to a selected target market.
The design addresses these criteria in a number of ways. The many embellishments add visual impact and appeal, while the labels and ribbons also act as tamper seals.
Competitors Competitors in this category include boutique cupcake bakeries such as Cupcake Central, as well as other high end specialty stores such as Haigh’s Chocolates. Currently even the most gourmet cupcake stores only have the option of a cardboard box when buying multiple cupcakes.
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The tin is designed to be reusable, with all the branding easily removable. The tin has a basic structure allowing it to be manufactured, transported and stored easily.
Target Audience Target Audience
Retail Environment
This package is targeted at upper class men and women, 30 to 50 years old. They have an established career and have disposable income. The live in metropolitan Melbourne and are likely to visit department stores and the central shopping district when buying gifts. The design targets people buying gifts for any type of celebration, birthdays, weddings, anniversaries or parties.
The package would be sold within a retail environment such as David Jones, from a counter or booth, or specialty stores such as Darriwill Farm, gourmet cafĂŠs and delicatessens. The customer picks from a variety of cupcakes, and an attendant puts them into the tin and wraps it with the ribbon, tamper seals and labels.
An example of the retail environment.
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Design Concept This package has been designed to position cupcakes as a gourmet food product, and a premium gift product. Tin is traditionally used for premium gift products such as chocolates or biscuits, and the package utilises this convention. The tin uses deep, rich colours and a subtle pattern to enhance its appeal to the target market, and to encourage keeping and reusing it. The tamper seals, labels and ribbon act as a kind of gift wrap, while promoting the brand. The package contains a stabilising insert made from recyclable card, to keep the contents stable. The transparent window in the lid furthers the reusability and initial appeal.
Perspective drawing. Scale 50%
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Materials The package will be made from 0.26mm tinplate, and include a 0.3mm transparent PET window in the lid. A 816mm x 35mm ribbon is wrapped around the body of the tin. The stabilising insert is 300gsm recycled card. Labels and tamper seals are 125gsm gloss paper.
Exploded view. Scale: 50%
Top label. Tamper seals. Transparent PET.
Lid.
Cupcakes.
Insert.
Base. Ribbon.
Front label.
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Printing The lid, body and base of the tin with be printed lithographically using Pantone 490 C and Pantone 704 C inks. The tamper seals, top and front labels will be printed on a 125gsm gloss stock. The artwork on these parts will be silver foil stamped. 20mm Printing specification. Scale 100%
Tamper seal. Four used in package.
105mm
Cupcake Corner
105mm
Seven Gourmet Cupcakes
200mm
Top label.
72mm
Pantone 490 C
Pantone 704 C
50mm
Silver Foil Stamping Front label.
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Brand Visuals
Name
The branding of this package was designed to be clear about what the product was, as well as being appealing to the target audience. By using silver foil stamping and ribbon, the brand stands out as a premium product. The patterns and colours used further strengthen the packages appeal to the target market, being conservative and subtle.
The name “Cupcake Corner� was chosen to clearly identify the product, and to give it an authentic and appealing attitude.
The logo and logotype.
Brand applied to package label.
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Summary This package design for a premium positioned food product manufactured from tin positions itself and cupcakes in the high end gift market. Specialty food stores are the main competitors, though many do not offer good quality gift boxes. This design meets the key design criteria by being reusable, lithographically printed, including tamper evident features and appealing to the selected target market. The target market is upper class men and women buying gifts. The package follows the convention of premium confectionery food packaging being tin. It positions itself as a high end product through its visual branding and embellishments. The main materials used are tinplate, transparent PET, ribbon and a few weights of paper. Two colour process is employed on the tin and labels which are also silver foil stamped. The branding makes the product clear, and is removable to ensure the package is kept and reused.
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