PACKAGING AND MERCHANDISE//PROJECT 2
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25.04.2022 -27.05.2022 (Week 5-Week 9)
Chaw Zhi Ting (0347344)
Bachelor of Design (Hons) Creative Media
Packaging & Merchandising//Project 2 Innovative Packaging
INSTRUCTIONS:
PROJECT 2// INNOVATIVE PACKAGINGFor this assignment, we are supposed to create a brand and packaging for the innovation of Food Science students. The product we chose is a cookie made from okara.
Figure 1.1 Food Science Student's Presentation, 25th April
2022
Figure 1.2 Food Regulation Slides provided by FS students, 25th April 2022
Figure 1.4 Final Product Details, 3rd May 2022
1.0 The Design ProcessFirst Internal Meeting To-Do (29th April 2022):1. Suggest name Okashi, Aikara to them (with explanation)2. Opinion for going Japanese direction (cuz okara is their traditional cuisine)3. Dorcas will choose a Canva template,4. Others fill in details in Canva slides (Deadline 9th May 2022)5. *Once name is confirmed, we can proceed with logo mind map (with keywords), then only start sketching based on them
Brainstorming/ Moodboard
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Figure 1.5 Group moodboard, 3rd May 2022
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Figure 1.6 Janice's research & idea (me), 3rd May 2022
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Figure 1.7 Dorcas's idea, 3rd May 2022
Art Direction
Figure 2.1 Art direction 1 (compile by wiceline), 3rd May 2022
Figure 2.2 Final art direction, 3rd June 2022
Brand Name (Propsed to FS student)After discussing and finalizing the idea, we proposed two top names and art directions to FS students. They liked the ideas and preferred the name OKASHI. We proceeded with further research and idea development on the minimalism concept.Figure 2.3 Brand Name & Art Direction Proposal, 21st May 2022
Design Concept: Minimalist
Figure 2.4 OKASHI Minimalist Concept, 21st May 2022Logo Design
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Figure 2.5 Logo group brainstorm, 21st May 2022
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Figure 2.5 Logo group brainstorm, 21st May 2022
Figure 2.6 Logo further exploration by seerat, 23rd May 2022
Figure 2.7 Logo ideation, 23rd May 2022
Figure 2.8 Logo colour exploration, 23rd May 2022
Figure 2.9 Final logo, 23rd May 2022Box Packaging We did online research and get an existing box for reference to study the box structure, and to understand the design elements on an ice cream packaging.
Figure 3.1 Online Packaging References, 21st May 2022
Figure 3.2 Case Study Packaging, 21st May 2022Short Survey by QuestionnaireWe drafted short survey questions before proceeding with designing, to understand the market preference, especially Gen Z, on the packaging of Ice Cream Sandwich Cookies and their purchase intentions. This will help us to develop our design concept in the later stage. We collected over 50 responses and we proceed drafting the concepts for primary packaging and secondary packaging to determine the elements need to be included.
Figure 4.1 Survey by questionnaire form, 21st May 2022
Figure 4.2 Survey by questionnaire results, 21st May 2022
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Figure 4.3 Survey by questionnaire results, 21st May 2022A. Primary Packaging%20(13).jpg)
Figure 5.1 Design and mock-up by Dorcas, 3rd June 2022
Figure 5.2 Front primary packaging, 3rd June 2022
Figure 5.3 Back primary packaging, 3rd June 2022
B. Secondary Packaging
1. Vertical Packaging I started by exploring the different placement of the logo, text and image of the cookie for the front of the packaging. Below are a few attempts.After some attempts and discussion, we found this layout works quite well. We decided to proceed with this. 
Figure 4.1 Vertical box design draft 1, 3rd June 2022
Figure 4.2 Vertical box design (chosen), 3rd June 2022%20(15).jpg)
Figure 4.3 Vertical box design draft 2, 3rd June 2022
Figure 4.4 Estimated spacing, 3rd June 2022Mock UpWe are unsure about the box's shape and the dimension we should design. Therefore, I created mockup products according to the estimated diameters the Food Science students gave. This helps us better visualise what the packaging will look like and the type of box that works best for the product. 
Figure 4.5 Mock cookie and box, 3rd June 2022
Product Image/ Illustrations:Our initial idea is to go with illustration cause it looks more aesthetic and creative. One of our members (Wendy) proposed different illustration style options by referencing the image provided by the Food Science students.
Figure 5.0 Sandwich cookie illustration by wendy, 3rd June 2022
Figure 5.1 Applying illustration on packaging, 3rd June 2022
Product Photography and testAfter working on the illustration, we decided to try imagery on the packaging to compare its effectiveness on the packaging. We scheduled a meeting with Food Science Students to discuss the packaging and take some product photographs.
Figure 5.2 Okara sandwich cookie photogrpahy, 21st May 2022
Figure 5.3 Stacks Okara sandwich cookie photogrpahy, 21st May 2022
Figure 5.4 Meeting and Product test, 21st May 2022After the photography session, we refined them by making them look more consistent and standardized. The photo manipulation also makes the food look more delicious.
Figure 5.5 Photo editing by wendy, 3rd June 2022
For this assignment, we are supposed to create a brand and packaging for the innovation of Food Science students. The product we chose is a cookie made from okara.
Figure 1.1 Food Science Student's Presentation, 25th April 2022
Figure 1.2 Food Regulation Slides provided by FS students, 25th April 2022
Figure 1.4 Final Product Details, 3rd May 2022
1.0 The Design Process
First Internal Meeting To-Do (29th April 2022):
1. Suggest name Okashi, Aikara to them (with explanation)
2. Opinion for going Japanese direction (cuz okara is their traditional cuisine)
3. Dorcas will choose a Canva template,
4. Others fill in details in Canva slides (Deadline 9th May 2022)
5. *Once name is confirmed, we can proceed with logo mind map (with keywords), then only start sketching based on them
Brainstorming/ Moodboard
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Figure 1.5 Group moodboard, 3rd May 2022
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Figure 1.6 Janice's research & idea (me), 3rd May 2022
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Figure 1.7 Dorcas's idea, 3rd May 2022
Art Direction
Figure 2.1 Art direction 1 (compile by wiceline), 3rd May 2022
Figure 2.2 Final art direction, 3rd June 2022
Brand Name (Propsed to FS student)
After discussing and finalizing the idea, we proposed two top names and art directions to FS students. They liked the ideas and preferred the name OKASHI. We proceeded with further research and idea development on the minimalism concept.
Figure 2.3 Brand Name & Art Direction Proposal, 21st May 2022
Design Concept: Minimalist
Figure 2.4 OKASHI Minimalist Concept, 21st May 2022
Logo Design
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Figure 2.7 Logo ideation, 23rd May 2022
Figure 2.9 Final logo, 23rd May 2022
Box Packaging
We did online research and get an existing box for reference to study the box structure, and to understand the design elements on an ice cream packaging.
Figure 3.1 Online Packaging References, 21st May 2022
Figure 3.2 Case Study Packaging, 21st May 2022
Short Survey by Questionnaire
We drafted short survey questions before proceeding with designing, to understand the market preference, especially Gen Z, on the packaging of Ice Cream Sandwich Cookies and their purchase intentions. This will help us to develop our design concept in the later stage. We collected over 50 responses and we proceed drafting the concepts for primary packaging and secondary packaging to determine the elements need to be included.
Figure 4.1 Survey by questionnaire form, 21st May 2022
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A. Primary Packaging
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Figure 5.1 Design and mock-up by Dorcas, 3rd June 2022
Figure 5.2 Front primary packaging, 3rd June 2022
Figure 5.3 Back primary packaging, 3rd June 2022
B. Secondary Packaging
1. Vertical Packaging
1. Vertical Packaging
I started by exploring the different placement of the logo, text and image of the cookie for the front of the packaging. Below are a few attempts.After some attempts and discussion, we found this layout works quite well. We decided to proceed with this.
Figure 4.1 Vertical box design draft 1, 3rd June 2022
Figure 4.2 Vertical box design (chosen), 3rd June 2022
%20(15).jpg)
Mock Up
We are unsure about the box's shape and the dimension we should design. Therefore, I created mockup products according to the estimated diameters the Food Science students gave. This helps us better visualise what the packaging will look like and the type of box that works best for the product.
Product Image/ Illustrations:
Our initial idea is to go with illustration cause it looks more aesthetic and creative. One of our members (Wendy) proposed different illustration style options by referencing the image provided by the Food Science students.
Figure 5.0 Sandwich cookie illustration by wendy, 3rd June 2022
Product Photography and test
After working on the illustration, we decided to try imagery on the packaging to compare its effectiveness on the packaging. We scheduled a meeting with Food Science Students to discuss the packaging and take some product photographs.
Figure 5.4 Meeting and Product test, 21st May 2022
After the photography session, we refined them by making them look more consistent and standardized. The photo manipulation also makes the food look more delicious.
Figure 5.5 Photo editing by wendy, 3rd June 2022
We present a few options of the product image to FS students, and they prefer to use the edited image instead of an illustration. We also found that image of real products is more attractive in food packaging.
Figure 5.6 Type of Image, 3rd June 2022
We present a few options of the product image to FS students, and they prefer to use the edited image instead of an illustration. We also found that image of real products is more attractive in food packaging.
Figure 5.6 Type of Image, 3rd June 2022
Figure 5.7 Vertical box design front (Chosen), 3rd June 2022
Figure 5.8 Final Vertical box (left), 3rd June 2022
Figure 5.9 Vertical box (right), 3rd June 2022
Figure 5.10 Vertical box (bottom), 3rd June 2022
Figure 5.11 Final vertical box dieline, 3rd June 20222. Square Design After setting all the information, labels and image, we decided to try them out on the square box to let the public vote among them.
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Figure 6.1 Square box design draft, 3rd June 2022
Figure 6.2 Square box design draft 2, 3rd June 2022
Figure 5.8 Final Vertical box (left), 3rd June 2022
Figure 5.9 Vertical box (right), 3rd June 2022
Figure 5.10 Vertical box (bottom), 3rd June 2022
Figure 5.11 Final vertical box dieline, 3rd June 2022
2. Square Design
After setting all the information, labels and image, we decided to try them out on the square box to let the public vote among them.
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Figure 6.1 Square box design draft, 3rd June 2022
Figure 6.2 Square box design draft 2, 3rd June 2022
Final Design
Final Design
Figure 7.6 Final Square Dieline, 3rd June 2022
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Figure 7.8 Final Mock up, 3rd June 2022
Figure 8.1 OKASHI Presentation, 3rd June 2022
Task Segregation (Design)
• seerat (logo, wave pattern, secondary box mock-up, planogram)
• janice (survey, secondary box design, physical cookie mock, dieline mock up)
• dorcas (individual p design & mockup)
• wendy (illustrations, photographs, edited photographs)
• wiceline (brand art direction, dieline)
FEEDBACK:Week 7: After proposing our design direction for the brand and product, Mr. Shamsul commented are on the right track. Then Mr Shamsul commented that our logo sketches looks okay, he likes No. 11 thats might reflect the brand well. Further refinement can be made, and try out colour options.
Week 8: Independent Learning Week
Week 9: Feedback from Mr.Shamsul, design concept looks fine, Packaging can proceed on designing vertical packaging , try taking photographs of the product. See illustration/image more suitable. Wave pattern looks nice, make the packits more premium. Individual packaging good to proceed. Box Packaging: point size looks fine, design looks good, reflect minimalist, confirm the information with FS team, ask them to finalize asap.
Week 10: It seem that the packaging is like production ready. Just to remind in actual production, bleed need to be included on the design. Very detailed presentation, good concept, the blue wave pattern seem to reflect Japanese culture. Nice packaging. them.
Week 7: After proposing our design direction for the brand and product, Mr. Shamsul commented are on the right track. Then Mr Shamsul commented that our logo sketches looks okay, he likes No. 11 thats might reflect the brand well. Further refinement can be made, and try out colour options.
Week 8: Independent Learning Week
Week 9: Feedback from Mr.Shamsul, design concept looks fine, Packaging can proceed on designing vertical packaging , try taking photographs of the product. See illustration/image more suitable. Wave pattern looks nice, make the packits more premium. Individual packaging good to proceed. Box Packaging: point size looks fine, design looks good, reflect minimalist, confirm the information with FS team, ask them to finalize asap.
Week 10: It seem that the packaging is like production ready. Just to remind in actual production, bleed need to be included on the design. Very detailed presentation, good concept, the blue wave pattern seem to reflect Japanese culture. Nice packaging. them.
REFLECTION:ExperienceThis project has been exciting and fun, especially doing it with a bunch of great teammates. They are creative and cooperative throughout the process, which is the key for us to produce good ideas and design outcomes. Besides, thanks to our leader (Dorcas) for initiating meetings to ensure our project goes smoothly according to the timeline. I like how our team works democratically, that each of us can share our opinions and ideas. We will always use a voting system to make the final decision.
ObservationsDesigning food packaging is not as easy as we thought. It has many things we have to take note of and food regulations to consider when designing the packaging. I began to pay attention to the packaging label after we were involved in this project. I will read the details and observe how the components work together, especially on food packaging. Although people might throw away the packaging in a few seconds, the design is essential for the brand to drive sales and provide correct information to the consumer. Besides, they create the impression of the brand and product before purchasing it.
FindingsIt was great that this project enabled us to experience real-life branding and packaging projects, like dealing with Food Science students as our clients. It was a fantastic experience. However, if we could print out the actual packaging or merchandise, it would be excellent. So far, we don’t get to experience printing packaging or merchandise. I think this is some area that the module could put more focus on to test the product packaging instead of a mock-up. This would add more challenge to the project but, at the same time, closer to reality, and we got to understand more about the material we have to choose, the cost and the other things we have to take note of when designing.
Experience
This project has been exciting and fun, especially doing it with a bunch of great teammates. They are creative and cooperative throughout the process, which is the key for us to produce good ideas and design outcomes. Besides, thanks to our leader (Dorcas) for initiating meetings to ensure our project goes smoothly according to the timeline. I like how our team works democratically, that each of us can share our opinions and ideas. We will always use a voting system to make the final decision.
Observations
Designing food packaging is not as easy as we thought. It has many things we have to take note of and food regulations to consider when designing the packaging. I began to pay attention to the packaging label after we were involved in this project. I will read the details and observe how the components work together, especially on food packaging. Although people might throw away the packaging in a few seconds, the design is essential for the brand to drive sales and provide correct information to the consumer. Besides, they create the impression of the brand and product before purchasing it.
Findings
It was great that this project enabled us to experience real-life branding and packaging projects, like dealing with Food Science students as our clients. It was a fantastic experience. However, if we could print out the actual packaging or merchandise, it would be excellent. So far, we don’t get to experience printing packaging or merchandise. I think this is some area that the module could put more focus on to test the product packaging instead of a mock-up. This would add more challenge to the project but, at the same time, closer to reality, and we got to understand more about the material we have to choose, the cost and the other things we have to take note of when designing.
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