Packaging: Art 575 by Jake Schultz

PACKAGING ART 575

Jake Schultz

CONTENTS _

01 Packaging: Houseware/Hardware Product 02 Packaging: Horse Dewormer

03 Packaging: Ethnic Condiment/Drink Label

04 38 60

0 04

Packaging: Houseware/Hardware Product Project Objective: Pick a consumer household or hardware product, and (re)design either a sleeve or a hanger package for in-store on-shelf display. Packaging should hold and display the product creatively and have a low environmental impact.

WHAT IS PACKAGING? _ My answer to this question was, â&#x20AC;&#x153;Packaging is something that holds the product, and persuades customers to buy the product.â&#x20AC;? The class determined things needed to be considered while (re)designing a package are: - Audience - Existing brand - Type of product - Size - Shape - Material

CONTEXT _

I went around Target and looked for packaging that caught my eye. I was mostly looking for things with presence (or with not so much presence) and then analyzed factors such as connotation, color, typography, material, etc. I didnâ&#x20AC;&#x2122;t find anything that really screamed out at me to buy it, however I did find some designs that could be considered good... and bad. I think itâ&#x20AC;&#x2122;s clear, between the two, which packaging is more effective. The pillowfort washclothes have bright colors and a clean and concise layout, where the CleaningTonic packaging is crowded.

SUSTAINABLE & LOW IMPACT _

Then I went around looking at packaging while considering its impact on the environment. Low impact on the environment could include low amount of materials in general. Cardboard, recycled materials, or ribbons/sleeves are materials that are low impact. This Stanley level is very low impact because the actual product is used to display itself (on a hanger), and then it has a small cardboard sleeve as the packaging. Something that would be high impact is a lot of plastic, like the GEâ&#x20AC;&#x2122;s halogen bulbs. What Iâ&#x20AC;&#x2122;ve been considering for my product is recycled ocean plastic, recycled cardboard or some other biodegradable materials. I researched the concept of using recycled ocean plastic and I thought it had a great cause. The idea is to take trash out of our oceans and compile it all/melt it down to give it a second life.

CUSTOMER PERSONAS _

My group in class, currently known as â&#x20AC;&#x153;TBAâ&#x20AC;?, created a persona named Samuel Piner. Along with having the usual demographic information (45-54 year old widowed, white male), we created an elaborate story for what his daily life would consist of with specific details down to what his morning coffee had in it. He was a widowed doctor with two kids and a dog. This project was not only fun to take part in, but also allowed us to create a type of customer and bring him to life. This made it easier to imagine the kinds of products our customer would want or need. I conclude that this would be a very helpful tool when trying to design for a target audience.

THE TO MY PRODUCT:

OASTER 13

THE BRAND _

Sencor looks like this fun brand that would have amazing packaging, right?

WRONG _

The packaging doesnâ&#x20AC;&#x2122;t really relate to how fun the product is. The colors of their products are the most important part of their brand, yet the best they can do is put a picture of it on a box? Where do I begin?

WHAT I FOUND _

I started by looking at packaging for toasters that was better than what I see on average. I noticed simple, clean design with some sort of text element that called for attention.

THE PARAMETERS _

To keep my direction for this project clear, I set parameters for myself through the use of a creative brief. This allowed me to organize my ideas and set a standard for myself for the project so I didn't forget what I was aiming for.

CREATIVE BRIEF REDESIGNING TOASTER PACKAGING Product Sencor toaster Project Description Design sustainable, low impact packaging for a toaster Purpose of Project To ďŹ nd an exciting, eye-catching alternative to the usual packaging while also staying conscious of the environmental impact Target audiences College students/Young Adults

Desired audience perception/tonality Audience should be intrigued by the design but also by the interesting use of materials to create environmentally friendly packaging. Something new/ fresh. Materials/marketing angle - Recycled cardboard - limited ink use - illustration or type-illustration - bright colors when ink is being used to emphasize presence

Semantics Differential Scale Old packaging New packaging

New Inexpensive Unique Eco-friendly

Outdated High-Quality Typical Unsustainable

CREATIVE BRIEF

REDESIGNING TOASTER PACKAGIN Product Sencor toaster

SEMANTICS DIFFERENTIAL SCALE

Desired audience perception/tonality _ Audience should be intrigued by the design but also by the interesting use The semantics differential scale was definitely a new concept Project Description of materials to createfor environmentally Design sustainable, packaging. Something new/ me, but it really helpedlow withimpact streamlining myfriendly thoughts and made packaging for a toaster fresh.

designing the product easier because I knew exactly who and

of Project for. So, I unexpectedly Materials/marketing angle whatPurpose I was designing found this method To ďŹ nd an exciting, eye-catching

- Recycled cardboard

to be useful andusual even if I don't actually- limited draw one out, I find alternative to the packaging ink use

while also staying conscious of the - illustration or type-illustration myself thinking about where things would fall on the environmental impact - bright colors when ink is being used to scale when brainstorming packaging design. emphasize presence Target audiences College students/Young Adults Semantics Differential Scale Old packaging New packaging

New Inexpensive Unique Eco-friendly

Outdated High-Quality Typical Unsustainable

CONCEPT SKETCHES

I thought of various concepts to bring the toaster out of the usual box packaging, while creating an interesting visual. The primary goal of the project was to give the product a sleeve or hanging packaging.

PROCESS

These are some of the first digital iterations that I went through while trying to work through my idea. What I was designing was a recycled cardboard sleeve, that included a handle to carry the product out of the store.

FIRST ITERATIONS _

My first iterations lacked excitement. This is the top of my packaging that was supposed to attach to the handle. I eventually moved it to the back after I scrapped the idea to create a sleeve with a handle. In addition to my intial problem, there were also questions being raised concerning shipping. There wasn't an easy way to transport the toasters safely. These beautifully colored toasters were a core piece of my design. It was vital they be protected by my packaging, as well as showcased by it.

TOOOOOOO0

CRUMBLE!

REHEATING DEFROSTING BAGEL FUNCTION IMMEDIATE CANCELLATION OF OPERATION BEFORE THE END OF SET TIME

ELECTRONIC TIMER

ANTI-SLIP FEET & HIGH LIFT FUNTION

LAYOUT & DIELINE _

My revised idea includes a thin sleeve (made of recycled paper) covered with text that gives information about the toaster and advertises how great it is. It also acts as a visual element while saving ink/materials during printing due to the basic shape of the sleeve. This sleeve would go around a clear box (made out of recycled materials as well) that displays the toaster in all itâ&#x20AC;&#x2122;s colorful glory. This way, the toaster is displayed in a fresh way, while still staying protected during shipping.

ANTI-SLIP FEET & HIGH LIFT FUNTION

ELECTRONIC TIMER IMMEDIATE CANCELLATION OF OPERATION BEFORE THE END OF SET TIME

REHEATING DEFROSTING BAGEL FUNCTION Length of the power cord: 1 m Power input: 800 W Dimensions (length x depth x height): 289 x 179 x 175 mm Weight: 1.05 kg Voltage and frequency: 220-240 V, 50/60 Hz

THE FINAL PRODUCT _

I wanted this packaging to be different from just another picture of a toaster on a box, so why not make the actual toaster a visual element. Because this is a European brand, I made a digital comp of the product to really show what the final product would actually look like in stores.

CUSTOMER FEEDBACK _

Overall, the response to my packaging design was very positive. My target audience really enjoyed the fresh, new, contemporary look and feel of such an ordinary product (plus the bonus that there are so many colors and variations). Because of this, they were more likely to buy the product. The puns/visual treatment were a huge part of this packaging, and because I stripped down the elements used to advertise the product, it was really important that I chose a visually exciting way to present information. I think I was successful with this and many people have had a few laughs at the puns (which is personally my favorite part as well). Now, hopefully people can get excited and loaf toaster packaging.

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02 Packaging: Horse Dewormer

Project Objective: Based on background received on the ďŹ eld trip to Stewart & Associates as well as your own research, redesign the face of the package (box) for a horse deworming compound.

REACTION TO THE PROJECT _ I really feel like this project is such a smart move in the right direction. I'm glad we get to do something that's a real world challenge and like Leslie said, "not sexy." Usually we are doing projects for imaginary companies but this is a real business, with a real market and handled by a real firm: Stewart & Associates.

REACTION TO STEWART & ASSOCIATES _

I thought they had a great balance between professional and relaxed. I absolutely loved the environment and I got excited seeing what I could maybe be doing after I graduate. Seeing the work stations, the physical mockups of ongoing projects, the pretend point of purchase/store, and even the critique table were all just so surreal for me. I could see that the people there really enjoyed what they were doing.

mini

CREATIVE BRIEF

HO RSE DE W O R ME R

THE PRODUCT

THE OVERALL DESIGN GOAL

Exodus Dewormer

The main goal of the project is to attract attention to the package,

THE AUDIENCE

and allow the customer to be

Everyone with a horse, the "every

confident in their purchase. The

day average Joe horse-owner."

product helps keep horses healthy and worm-free so the packaging

THE TONE

needs to reflect a clean and

Not too far in any one direction

trustworthy tone.

on the semantics differential scale. Not too "Western cowboy" and not too "high-class BMW owners." The design should feel trustworthy, inviting, and easy to spot among other equine dewormers.

EXOD MY PRODUCT:

DUS 43

INITIAL CONCEPT SKETCHES _

My sketches were pretty straightforward, except for one that I found unusual. I thought of using horse hair instead of the standard horse picture; it was different so I ran with it.

DIGITAL ROUGHS _

So my first priority was to clear the unnecessary information. I started with taking the horse off of the box and replacing it with a metaphorical image (the hair on a horse). This helped with cleaning up the clutter, but it created a confusion on what the product was for.. where was the horse-ness? I kept trying to think of ways to make it simple as possible for the consumer to see, and read (hierarchically).

EXODUS

(pyrantel pamoate)

(PYRANTEL PAMOATE)

Equine Dewormer

E X O D U S Equine Dewormer

E X O

(PYRANTEL PAMOATE)

Equine Dewormer

EXODUS

COLLABORATION _

The class did an activity where someone else works on your design. This was meant to get our creative juices flowing again and also give us an outside perspective. Anne Wood, a friend in the class, did some work with my concept. I think it's a very effective design, but the secondary typeface just didn't feel right for the tone I was aiming for. It definitely reminded me that I can use unconventional typefaces for supposedly "boring" products.

THE BOX FRONT _

The box front has to be eye catching! I chose a syencdoche for a horse I've yet to see in any of the other packaging design for this kind of product, and tried to lead the consumer's eye from that image to the actual information. There is still some work to be done, but I think it is effective in some ways.

EXODUS ( P Y R A N T E L PA M O AT E )

Equine Dewormer

EXODUS EXODUS (PYRANTEL PAMOATE)

Equine Dewormer // Net Wt : 23.6 g (.83 oz)

(PYRANTEL PAMOATE)

Equine Dewormer // Net Wt : 23.6 g (.83 oz)

PROGRESS _

I spent a lot of time getting the horse in the right position, and finding the right kerning for the title. The subtle hierarchy I'm playing with was actually quite enjoyable.

DIELINE _

This is a more complicated dieline than last time. I did this by scanning the actual dewormer box we were redesigning and creating my own dieline in Illustrator. To print this, I made two layers: one with the design, and one with the dashed lines showing where the box folds so I knew where to score. This ensured my mockup was crisp and ready for Dan Stewart to evaluate.

(PYRANTEL PAMOATE)

EXODUS

Net Wt : 23.6 g (.83 oz)

Equine Dewormer

Equine Dewormer // Net Wt : 23.6 g (.83 oz)

(PYRANTEL PAMOATE)

EXODUS

Equine Dewormer

( P Y R A N T E L PA M O AT E )

EXODUS

PROS & CONS _

Benefits of this project were having a "boring" project that could be applied to the real world more than some of our more exciting assignments. Challenges of this project were walking the line between too far out there, or not far enough. It needed to be a clean, organized design but not so bland that someone falls asleep choosing between dewormers.

BEFORE _

EXODUS ( P Y R A N T E L PA M O AT E )

Equine Dewormer

AFTER _

EXODUS (PYRANTEL PAMOATE)

Equine Dewormer // Net Wt : 23.6 g (.83 oz)

PRESENTATION DAY _

In the "shelf test"during class, mine hit the middle of the pack (before some modifications). I had some good feedback and I went back to revise some small details before the final critique. I was content with my design going into the critque at Stewart & Associates. However, he pointed something out that I never would've known without a person that deals with horses day in and day out: the horse I used was too Western. This slightly shook me a bit, just because I wasn't prepared for that comment. It was something I was trying to avoid the entire process of designing this package. The response to the actual design was positive, but I need to go back and find a different horse that gives off the correct connotation; an easy fix.

FINAL THOUGHTS _

Even though my horse was too Western looking for the project, I was proud of my design. Dan even said that I would have never known that horse was too Western unless I actually had someone advising me on it. Either way Dan said no one failed, which is a good thing but also kind of a bad thing. He wanted some of us to fail in the process of trying something completely unconventional. We went into the project thinking that we had to have "real-world-applicable" designs so they were all somewhat safe in most regards. Overall, this was such a great learning experience, and the free pizza we had before the critique wasn't too bad either. Thanks Dan!

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Packaging: Ethnic Condiment/Drink Labels Project Objective: Design a series of labels for three ďŹ&#x201A;avors or varieties of the condiments or beverages. The packaging should project an ethnically authentic feel, while also appealing to a broader market than consumers from that culture.

SO MANY TO CHOOSE FROM _ There are so many directions I could go with this project, but Leslie narrowed it down to a few cultures we could design packaging for. This made it easier on me because I'm such a fan of ethnic food. The list is as follows: - Moroccan - Thai - Indian - Greek - Carribean - Japanese

CHOOSING THAI _

I was really feeling a design for a sort of drink label. I'm a huge fan of teas, especially Asian teas such as chai and bubble tea, so I thought, "why not a thai tea?". The alliteration is what convinced me this was a good idea. Thus, Thai Tea was born.

THAI MY PRODUCT:

TEA 65

ART 575 PACKAGING : Labels for Ethnic Condiment or Beverage

MOOD BOARD

(11 x 17 ) _

Mood boards are meant to capture the tone of a project. They provide inspiration and direction for where you are in your project, and where you want to be. My Thai Iced Tea packaging needs to be colorful and rich in texture to relay the cultureâ&#x20AC;&#x2122;s influences. I found some beautiful textile patterns in books from the Art Library and really want to include those in my design somehow. I went looking for product branding outside of my product to see how I could incorporate my ideas while keeping an obvious hierarchy of information. I particularly like the branding angle taken in the image directly below. The way the fruit is surrounding the product reminds me of a sort of pattern, almost like a mandala, which I found interesting. I feel like I could use this concept somehow.

ART 575 PACKAGING : Labels for Ethnic Condiment or Beverage

VISUAL INVENTORY (11 x 17 ) _

Visual inventories are great for evaluating what’s already on the market. You can’t just design something that is completely out there (even though most of the time that’s exactly what I want to do). You have to design for the product, and make it look like it somewhat belongs while including all of the necessary information, then adding your own flare to make it stand out. These images are a few of the Thai Iced Tea products I’ve found. Although, this actually isn’t a product that I’ve seen much. Everything I found was pretty boring (in my eyes). Nothing really gave me the vibe I want to feel when I see this product. I want to see something textural and colorful, not something that reminds me of ramen noodles (which some of these do).

CONCEPT SKETCHES _

Now that I had set a tone for the project, and scoped out the competition, it was time to get some concepts down on paper. I was aiming for a modern twist on traditional Thai aesthetics for my packaging, but also wanted to sketch all the ideas I could come up with. I took part in a class activity called "Forced Fit" where we were given a prompt or a concept and we had to design the label to fit. For example a prompt could say, "think quiet", and I would design the label to have the least amount of presence possible (small typography, small/no imagery, little color, etc). This exercise really got my brain moving and helped me get some interesting solutions.

PLAYING GOLDILOCKS _

A common saying from Leslie is to "play Goldilocks" which basically means: find the happy medium between not enough and too much, where things are just right. This can be applied to many things such as type sizes, illustration styles, or color palettes. Here, you see my concept of a die cut for the label staying consistent, but the style of illustration for the Thai palace changes. My first attempt was too simple and my second attempt was too complicated.

JUST RIGHT _

This style of illustration works because it doesn't have too many details that will get lost when really far away, it has an interesting shape (die cut), and it incorporates a pattern into my design. The pattern was made with Adobe Capture. I took a picture of a traditional Thai pattern and the app assisted in making it into another kaleidoscope version of that pattern. This gave it that modern twist I was looking for because it displays the traditional patterns but in a fresh way.

THE FLAVORS & BRAND _

This assignment called for three flavor variations of the product we chose. First, I picked out my patterns/colors I wanted to correlate with each flavor and then went about the logo for my brand, Thai Tea. Honestly, all I did for the logo was aggressively write out Thai Tea. I say aggressively because I was attempting a brushlettered look with cursive, but let's just say my cursive needs some work.

THE SIMPLE BARE NECESSITIES _

I've noticed that a common theme in packaging design (atleast for myself) is thinking about what HAS to be on the front. I really try to minimize clutter and keep the hierarchy clear to the consumer. For food products especially, there are certain things that have to be on the label such as nutrition facts, ingredients, and the net weight or amount (16 fl oz). For this project, there were a few requirements. The brand had to be displayed on the front (my brand just so happens to have the same name as the product). The flavor and the amount of liquid had to also be displayed on the front. Lastly, the nutrition facts had to be atleast 6 pt font size and of course the ingredients of the product had to be listed.

Imported from Thailand • Organic Black Tea • 16 fl oz (473 mL)

1 servings per container Serving size Amount Per Serving

Calories

% Daily Value*

Total Fat 0.5g Saturated Fat 0g Trans Fat 0g Cholesterol 0mg Sodium 20mg Total Carbohydrate 5g Dietary Fiber 0g Total Sugars 3g Includes 0g Added Sugars Protein 1g

1% 0% 0% 1% 2% 0% 0% 2%

INGREDIENTS Water, Organic black tea leaves, star anise, ground tamarind, cardamom, organic cane sugar, condensed milk Produced by Thai Tea Inc. in Bangkok, Thailand. Bottled and distributed in Louisville, KY.

REC YCL ABLE BOTTLE

T R A D I T I O N A L

K E E P R E F R I G E R AT E D

Nutrition Facts

www.thaitea.com/ourstory

* The % Daily Value (DV) tells you how much a nutrient in a serving of food contributes to a daily diet. 2,000 calories a day is used for general nutrition advice.

C O C O N U T

M I L K

Imported from Thailand • Organic Black Tea • 16 fl oz (473 mL)

1 servings per container Serving size Amount Per Serving

Calories

% Daily Value*

Total Fat 0.5g Saturated Fat 0g Trans Fat 0g Cholesterol 0mg Sodium 20mg Total Carbohydrate 5g Dietary Fiber 0g Total Sugars 3g Includes 0g Added Sugars Protein 1g

1% 0% 0% 1% 2% 0% 0% 2%

INGREDIENTS Water, Organic black tea leaves, star anise, ground tamarind, cardamom, organic cane sugar, coconut milk Produced by Thai Tea Inc. in Bangkok, Thailand. Bottled and distributed in Louisville, KY.

REC YCL ABLE BOTTLE

W I T H

K E E P R E F R I G E R AT E D

Nutrition Facts

www.thaitea.com/ourstory

* The % Daily Value (DV) tells you how much a nutrient in a serving of food contributes to a daily diet. 2,000 calories a day is used for general nutrition advice.

S P I C E

Imported from Thailand • Organic Black Tea • 16 fl oz (473 mL)

1 servings per container Serving size Amount Per Serving

Calories

% Daily Value*

Total Fat 0.5g Saturated Fat 0g Trans Fat 0g Cholesterol 0mg Sodium 20mg Total Carbohydrate 5g Dietary Fiber 0g Total Sugars 3g Includes 0g Added Sugars Protein 1g

1% 0% 0% 1% 2% 0% 0% 2%

INGREDIENTS Water, Organic black tea leaves, star anise, ground tamarind, cardamom, organic cane sugar, whole milk, cinnamon Produced by Thai Tea Inc. in Bangkok, Thailand. Bottled and distributed in Louisville, KY.

REC YCL ABLE BOTTLE

C I N N A M O N

K E E P R E F R I G E R AT E D

Nutrition Facts

www.thaitea.com/ourstory

* The % Daily Value (DV) tells you how much a nutrient in a serving of food contributes to a daily diet. 2,000 calories a day is used for general nutrition advice.

TOO PLAIN _

It felt like my packaging needed a pop of color somewhere, so I decided to include a hang-tag as part of the design. These are a few of my digital roughs.

TRADITIONAL

reated to bring ch culture and rs of Thailand aight to you! founder, Jake z, takes pride in authenticity of hai Tea recipes d branding.

ind out more out us, visit: .thaitea.com/ ourstory

was created was created to bring to bring the rich theculture rich culture and and flavors flavors of Thailand of Thailand straight straight to you! to you! Our founder, Our founder, Jake Jake Schultz, Schultz, takes takes pridepride in in the authenticity the authenticity of of our Thai our Tea Thairecipes Tea recipes and branding. and branding. T R A CDI INTNI AOMNOANL S P I C E

To find To out findmore out more aboutabout us, visit: us, visit: www.thaitea.com/ www.thaitea.com/ ourstory ourstory

CINNAMON SPICE COCONUT MILK

To find To out findmore out more aboutabout us, visit: us, visit: www.thaitea.com/ www.thaitea.com/ ourstory ourstory

wit

COCONU

bring e and iland ou! Jake ride in ity of ecipes ng.

was created to bring the rich culture and flavors of Thailand straight to you! Our founder, Jake Schultz, takes pride in the authenticity of our Thai Tea recipes and branding.

more sit: com/ y

CINNAMON SPICE

To find out more about us, visit: www.thaitea.com/ ourstory

was created to bring the rich culture and flavors of Thailand straight to you! Our founder, Jake Schultz, takes pride in the authenticity of our Thai Tea recipes and branding. with

COCONUT MILK

To find out more about us, visit: www.thaitea.com/ ourstory

TAG YOU'RE IT _

The finished hang-tag features the pattern once again, the brand and flavor, a little blurb about the "founder", and where to find out more about the product and the brand (ah the possibilities for project expansion).

MOOD CHECK _

During our in-class presentations, Leslie had us bring out our mood boards again to see if we were consistent with what we were aiming for. Of course it's okay to switch directions or for your concept to evolve, but it is still important to have a goal in mind and try your best to achieve it.

THE CRITIQUE _

There actually wasn't too much to be said about my packaging, which I was suprised by. Leslie and my peers felt the die cuts were unique, the hierarchy and patterns were effective, and the logo was authentic looking. I'm happy with how this project turned out and I can't wait to expand on Thai Tea Inc. later on down the road.