MER60104 Packaging and Merchandising Design 18.4.22 - 3.6.22 (Week 4 - Week 10)
Wendy Seto / 0348805
Bachelor of Design (Hons) in Creative Media / Taylor's University
Project 2: Innovative Packaging
Bachelor of Design (Hons) in Creative Media / Taylor's University
Project 2: Innovative Packaging
LECTURES
Please refer to this page:
Week 1 - Week 5
INSTRUCTIONS
PRACTICAL
Project 2: Innovative Packaging
This project is a collaboration with the School of Biosciences
where we are supposed to work in a group of 5 people. My
teammataes are Dorcas (leader), Janice, Seerat and Wiceline. We
were given 3 product options from different group of students of
the Food Science and have to pick one to work on the packaging.
The 3 products are:
1. High Collagen Instant
Noodles
2. Okara Cookies
3. Rice Bran Chips
All of the members in our
group agreed to go with the Okara Cookies (as highlighted). Mr.
Shamsul then scheduled us a zoom meeting with the Food Science
students to listen to their product proposal presentation
directly.
fig 1.1 food science students product proposal slides.pdf 22/4/22
Later in the week, the Food Science students decided to
further develop their product from cookies to ice cream
sandwich cookies. They arranged a meeting with us to discuss
about it together. The initial product name was Okie but since
the product is not just a cookie anymore, the Food Science
students proposed a new name which is Soyay. Me and my
teammates do not think Soyay is considered suitable for the
product, hence we each also proposed some names along with the
justifications and made a visual references moodboard for the
packaging design.
fig 1.2 name ideas and visual references
moodboard.pdf 29/4/22
(1-Dorcas, 2-Janice, 3-Wendy, 4-Wiceline, 5-Seerat)
We had another meeting to discuss about our ideas and
make a conclusion to propose to the Food Science
students.
fig 1.3 brand name and art direction
proposal.pdf 29/4/22
After the Food Science students confirmed to go with
the name Okashi, we did some research for the brand
profile as following:
• Brand Purpose: Vision & Mission (Dorcas)
• Target Market (Seerat)
• Brand Positioning & Values (Wendy)
• Brand Personality (Janice)
• Visual Language (Wiceline)
fig 1.4 okashi brand positioning.pdf 9/5/22
Since we want go with a minimalist art direction, we also did some research on why we are going with minimalism.
fig 1.5 compilation on all the minimalism packaging research.pdf 21/5/22
Furthermore, we started working on the logo
design for Okashi where each of us came up with sketches on the possible ideas.
fig 1.6 logo sketches.pdf 21/5/22
(1-Seerat, 2-Dorcas, 3-Janice, 4-Wiceline, 5-Wendy)
After some considerations and based on the feedback received from Mr. Shamsul, we decided to finalize one of Seerat's logo. Therefore, we divided our tasks to work further on the packaging design accordingly:
1. Logo (Seerat)
2. Illustration/Imagery (Wendy)
3. Individual Packaging (Dorcas)
4. Box Packaging (Janice)
5. Dieline (Wiceline)
Logo
fig 1.7 final logo in colour by Seerat
Illustrations & Imagery
Below is the picture taken by the Food Science students that I used as a reference to create the illustration:
fig 1.8 product photo by the food science students.jpg
And this was my first rough attempt on Adobe Illustrator which look more like a pudding:
fig 1.9 illustration attempt #1
More attempts on Procreate:
fig 1.10 more illustration attempts
The Food Science students told us that they want to add a partial chocolate coating on the cookie to make it less plain.
fig 1.11 another product photo from the food science students
Our group members have different opinions toward the illustration art style, some prefer the simpler illustration and some prefer the one with more texture. Hence, I added the chocolate coating to both.
fig 1.12 illustrations with chocolate coating on the cookies
Personally, I think imagery is more attractive compared to illustration when it comes to packaging design for food so I decided to take some pictures during our food testing session in the Bioscience lab. With the help of Seerat and Wiceline, I was able to shoot the product in different angles. We also tried to put the ice cream sandwich cookies in stack just in case we need the picture of it as well. I put hearts on the ones that have possibilities to be work on further and showed all of these to Mr. Shamsul.
fig 1.13 raw pictures taken indoor (bad lighting)
fig 1.14 raw pictures taken outdoor (better lighting)
Since the actual cookies are not perfect, Mr. Shamsul wanted us to do some refinement on the defective spaces so I quickly begin working on it in Photoshop.
.png)
fig 1.15 masked single product image with minor refinements (filling the holes only).png)
fig 1.16 masked single product image with major refinements (neater and smoother)
.png)
fig 1.17 masked stacked products image with minor refinements (filling the holes on the ice creams only)
We think the image with minor refinements looks better as it is nice and clean but still realistic. We also prefer to stack the single product image rather than using the original stack one because it is less messy. Finally, I modified each of the cookie sandwich's shadow and did some colour correction.
fig 1.18 final imagery
Packaging Design (Individual & Box)
These are the details provided by the Food Science students about the product to be included in the packaging:
fig 1.19 product details.pdf
fig 1.20 packaging design progression.pdf
(Individual-Dorcas, Box-Janice)
fig 1.21 individual packaging front design.jpg
fig 1.22 individual packaging back design.jpg
fig 1.23 cuboid box packaging front design.jpg
fig 1.24 cuboid box packaging side left design.jpg
fig 1.25 cuboid box packaging side right design.jpg
fig 1.26 cuboid box packaging bottom design.jpg
fig 1.27 square box packaging front design.jpg
Dieline
fig 1.28 dielines by Wiceline.pdf
fig 1.29 cuboid box packaging dieline mock up.jpg
fig 1.30 square box packaging dieline mock up.jpg
Here is our final presentation slides:
fig 1.31 project 2: innovative packaging presentation deck.pdf
FEEDBACK
Week 6: Labour Day Holiday
Week 7: The logo does not always have to represent brand directly, take Apple as an example. Therefore, using a soybean shape as the logo might not be a good idea.
Week 8: Independent Learning Week
Week 9: If you are going with the minimalism concept, the simpler illustration obviously supports better. However, I would suggest to do a survey on general public and see which one do they prefer. You can also ask the other groups for their opinion, but it is always nice to know what people outside of the design school think as well.
Week 10: These pictures are nice, but some refinements in Photoshop will be needed to make it look even better on your packaging design. Apply some colour correcting as well if you think it is necessary.
REFLECTION
This is the first group project that I have ever experienced physically on campus and it was a lot of fun. I got to meet and work together with my amazing classmates (Janice, Wiceline, Dorcas) again and our talented senior whos work I admire (Seerat). It just feel nice when you can bond with your groupmates even outside of class time and I am really grateful to be a part of this group. Honorable mentions to all of them because they deserve it.
When we first dividing our task and one of my teammate asked if I am willing to do the illustration part, I was not sure at all if I can without disappointing them. The illustration will be very influential to our final outcome and I know for a fact that I am not good enough at illustrating so I might just ruin everything. I also did not know what kind of art style do my teammates like which made me nervous at the highest level possible.
Moreover, we ended up using imagery instead of illustration for our final packaging design. It was nice that I got the chance to apply my photography knowledge for this project. I also learnt a lot about photo manipulation in the process which was really fun honestly.
Overall, it was a great opportunity to work together with students from different major. It gave me an image on how designers should face their clients and provide solutions for their requirements. We even got to visit their lab and tried their product innovation, not going to lie that I actually really like the taste of their ice cream sandwich cookie. I am a big fan of soymilk and I would definitely buy the product if it is available for sale. In the end, I just want to say congratulations to our group partner from the Food Science students and to everyone who has been a part of this entire project including our lecturers.
fig 1.1 food science students product proposal slides.pdf 22/4/22
Later in the week, the Food Science students decided to
further develop their product from cookies to ice cream
sandwich cookies. They arranged a meeting with us to discuss
about it together. The initial product name was Okie but since
the product is not just a cookie anymore, the Food Science
students proposed a new name which is Soyay. Me and my
teammates do not think Soyay is considered suitable for the
product, hence we each also proposed some names along with the
justifications and made a visual references moodboard for the
packaging design.
fig 1.2 name ideas and visual references moodboard.pdf 29/4/22
(1-Dorcas, 2-Janice, 3-Wendy, 4-Wiceline, 5-Seerat)
We had another meeting to discuss about our ideas and
make a conclusion to propose to the Food Science
students.
fig 1.3 brand name and art direction proposal.pdf 29/4/22
After the Food Science students confirmed to go with the name Okashi, we did some research for the brand profile as following:
• Brand Purpose: Vision & Mission (Dorcas)
• Target Market (Seerat)
• Brand Positioning & Values (Wendy)
• Brand Personality (Janice)
• Visual Language (Wiceline)
fig 1.4 okashi brand positioning.pdf 9/5/22
Since we want go with a minimalist art direction, we also did some research on why we are going with minimalism.
fig 1.5 compilation on all the minimalism packaging research.pdf 21/5/22
Furthermore, we started working on the logo design for Okashi where each of us came up with sketches on the possible ideas.
fig 1.6 logo sketches.pdf 21/5/22
(1-Seerat, 2-Dorcas, 3-Janice, 4-Wiceline, 5-Wendy)
After some considerations and based on the feedback received from Mr. Shamsul, we decided to finalize one of Seerat's logo. Therefore, we divided our tasks to work further on the packaging design accordingly:
1. Logo (Seerat)
2. Illustration/Imagery (Wendy)
3. Individual Packaging (Dorcas)
4. Box Packaging (Janice)
5. Dieline (Wiceline)
Logo
fig 1.7 final logo in colour by Seerat
Illustrations & Imagery
Below is the picture taken by the Food Science students that I used as a reference to create the illustration:
fig 1.8 product photo by the food science students.jpg
fig 1.9 illustration attempt #1
fig 1.10 more illustration attempts
fig 1.11 another product photo from the food science students
fig 1.5 compilation on all the minimalism packaging research.pdf 21/5/22
Furthermore, we started working on the logo design for Okashi where each of us came up with sketches on the possible ideas.
fig 1.6 logo sketches.pdf 21/5/22
(1-Seerat, 2-Dorcas, 3-Janice, 4-Wiceline, 5-Wendy)
1. Logo (Seerat)
2. Illustration/Imagery (Wendy)
3. Individual Packaging (Dorcas)
4. Box Packaging (Janice)
5. Dieline (Wiceline)
Logo
fig 1.7 final logo in colour by Seerat
Illustrations & Imagery
Below is the picture taken by the Food Science students that I used as a reference to create the illustration:
fig 1.8 product photo by the food science students.jpg
And this was my first rough attempt on Adobe Illustrator which look more like a pudding:
fig 1.9 illustration attempt #1
More attempts on Procreate:
The Food Science students told us that they want to add a partial chocolate coating on the cookie to make it less plain.
fig 1.11 another product photo from the food science students
Our group members have different opinions toward the illustration art style, some prefer the simpler illustration and some prefer the one with more texture. Hence, I added the chocolate coating to both.
fig 1.12 illustrations with chocolate coating on the cookies
Personally, I think imagery is more attractive compared to illustration when it comes to packaging design for food so I decided to take some pictures during our food testing session in the Bioscience lab. With the help of Seerat and Wiceline, I was able to shoot the product in different angles. We also tried to put the ice cream sandwich cookies in stack just in case we need the picture of it as well. I put hearts on the ones that have possibilities to be work on further and showed all of these to Mr. Shamsul.
fig 1.13 raw pictures taken indoor (bad lighting)
fig 1.13 raw pictures taken indoor (bad lighting)
fig 1.14 raw pictures taken outdoor (better lighting)
Since the actual cookies are not perfect, Mr. Shamsul wanted us to do some refinement on the defective spaces so I quickly begin working on it in Photoshop.
fig 1.15 masked single product image with minor refinements (filling the holes only)
fig 1.16 masked single product image with major refinements (neater and smoother)
.png)
fig 1.15 masked single product image with minor refinements (filling the holes only)
.png)
fig 1.16 masked single product image with major refinements (neater and smoother)
.png)
fig 1.17 masked stacked products image with minor refinements (filling the holes on the ice creams only)
We think the image with minor refinements looks better as it is nice and clean but still realistic. We also prefer to stack the single product image rather than using the original stack one because it is less messy. Finally, I modified each of the cookie sandwich's shadow and did some colour correction.
fig 1.18 final imagery
Packaging Design (Individual & Box)
These are the details provided by the Food Science students about the product to be included in the packaging:
fig 1.19 product details.pdf
These are the details provided by the Food Science students about the product to be included in the packaging:
fig 1.19 product details.pdf
fig 1.20 packaging design progression.pdf
(Individual-Dorcas, Box-Janice)
fig 1.21 individual packaging front design.jpg
fig 1.22 individual packaging back design.jpg
fig 1.23 cuboid box packaging front design.jpg
fig 1.24 cuboid box packaging side left design.jpg
fig 1.25 cuboid box packaging side right design.jpg
fig 1.26 cuboid box packaging bottom design.jpg
fig 1.27 square box packaging front design.jpg
Dieline
fig 1.28 dielines by Wiceline.pdf
fig 1.28 dielines by Wiceline.pdf
fig 1.29 cuboid box packaging dieline mock up.jpg
Here is our final presentation slides:
fig 1.31 project 2: innovative packaging presentation deck.pdf
FEEDBACK
Week 6: Labour Day Holiday
Week 7: The logo does not always have to represent brand directly, take Apple as an example. Therefore, using a soybean shape as the logo might not be a good idea.
Week 8: Independent Learning Week
Week 9: If you are going with the minimalism concept, the simpler illustration obviously supports better. However, I would suggest to do a survey on general public and see which one do they prefer. You can also ask the other groups for their opinion, but it is always nice to know what people outside of the design school think as well.
Week 10: These pictures are nice, but some refinements in Photoshop will be needed to make it look even better on your packaging design. Apply some colour correcting as well if you think it is necessary.
REFLECTION
This is the first group project that I have ever experienced physically on campus and it was a lot of fun. I got to meet and work together with my amazing classmates (Janice, Wiceline, Dorcas) again and our talented senior whos work I admire (Seerat). It just feel nice when you can bond with your groupmates even outside of class time and I am really grateful to be a part of this group. Honorable mentions to all of them because they deserve it.
When we first dividing our task and one of my teammate asked if I am willing to do the illustration part, I was not sure at all if I can without disappointing them. The illustration will be very influential to our final outcome and I know for a fact that I am not good enough at illustrating so I might just ruin everything. I also did not know what kind of art style do my teammates like which made me nervous at the highest level possible.
Moreover, we ended up using imagery instead of illustration for our final packaging design. It was nice that I got the chance to apply my photography knowledge for this project. I also learnt a lot about photo manipulation in the process which was really fun honestly.
Overall, it was a great opportunity to work together with students from different major. It gave me an image on how designers should face their clients and provide solutions for their requirements. We even got to visit their lab and tried their product innovation, not going to lie that I actually really like the taste of their ice cream sandwich cookie. I am a big fan of soymilk and I would definitely buy the product if it is available for sale. In the end, I just want to say congratulations to our group partner from the Food Science students and to everyone who has been a part of this entire project including our lecturers.
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