Packaging and Merchandising Design - Project 1

Week 3 - Week 6 
Jason Ong Ngie Min (0324104)
Packaging and Merchandising Design 
Project 1: Label Design  

Lecture 


Lecture 2 : Box Styles & Corrugated Box Styles 
The lecturer gave a lecture to the class regarding the existing variation of box styles along with corrugated box styles. The purpose for this lecture is to actually gain our insights regarding the choices of box styles we can make and choose for our upcoming assignments. 

Outcomes of the lecture:

• Different folding of the boxes provides different ambient of the product. 
• The types of foldings needs to be chosen wisely as different products requires different foldings. 
• Corrugated box acts as one of the essential packaging because it protects the bulk of a particular product. 

  

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Instructions 

ASSIGNMENT 1: Label Design (20%)

The Brief
Design two NEW labels for an existing Justea Flavored Tea product. You may choose one of the flavors. Visit http://www.yeos.com.my/beverages/justea/ to select the flavor.

Project timeline
Week 3: Buy two bottle of the identical product AND BRING THEM TO EACH CLASS. Research two websites, two competitors’ flavored ice tea or two stores’ ice tea flavored drink display on shelves. On your design brief:

• -  Record your observations from the web sites, each store’s display
  
• -  Yeo’s Mision, Vision and Values
  

-  What makes Justea unique?

Week 4:
Bring in 10 of sketches of your concept and suggest new material for the packaging

Week 5: 
Make actual 3 dimensional comps that take into consideration each side of the product to finalize your design

Week 6: 
Submit your assignment. You have to professionally photograph the final product as evidence for TDS website.
Objective:

1. To develop students sensitivity to typography, grid and layout.
   
2. To develop students understanding of the hierarchy of information.
   
3. To develop students ability to communicate visually.
   

LEARNING OUTCOME:
Learning outcome of the exercise is about convincing a consumer to buy into an idea.
You will be also introduced to the concept of the target audience and will asked to consider a relevant target audience for their product when coming up with their ideas.

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Creative Brief 

Before executing the surface design for the label Justea, I conducted several research regarding Justea and the parent's company, Yeos. The research begins with a primary research analysis on Justea, specifically the chosen flavour to design with then the parent company along with some research on the existing competitors. The complete analysis is attached below; 

Design Proposal
 
Sketches 

Figure 1: Sketches (1)

Figure 2: Sketches (2)

Figure 3: Sketches (3)

Progressions

Stage one : Design elements 
Before executing the label design, I started up with painting a few variation of water colours of yellow and green which will be later one of the main illustration for Justea. Right after, I cropped the illustrations to achieve a cleaner looking design element as well as maintaining the theme of my purposed idea which is contemporary design. 

Figure 4: Water colour of both greens and the yellows

Figure 5 : Process of the leaves illustration 

Figure 6: Process of designing the lemon 

Stage two : Design variations

After completing the design elements I started with the placement of the design to have a few variation of the product, also to experiment further with the placement of the label design. 

Figure 7 : Design variations 

Stage three : Exploration 

With the consultation of the lecturer, I then proceed further with the exploration of only one design label. The exploration started with the placements of the design elements which aimed to achieve a complimentary ambient. Then it was proceeded with colours, typeface and then the logo of Justea. 

Figure 8 : Exploration (1)

Figure 9 : Exploration (2)

Figure 10: Exploration (3)

                           

Colour Palettes 

For the current label design I am working on, I tend to focus on monochromatic colours also focusing on the colour choice where I need to make sure the colour choice relates to the green tea essence that Justea has inside of the Lemon Green Tea flavor. Hence, I came up with a few variation of the colour choice to gain some ideas and vision of the upcoming design for Justea.

Figure 11 : Colour Variations 

Typeface

As for the usage of typeface, I am going for san serif the reason to keep with the theme of being contemporary and clean. The chosen fonts are as below; 

Figure 12 : Typeface variations 

Logo

The logo for Justea is mainly focused on being simple and clean, so that the logo is not overpowering and also overshadowing the label design. Also I added some element on the logo so it would add some character of the logo. 

 

Figure 13 : Logo variations 

Final label design and Mock up

After finishing the explorations of the design, I then chose the final design then make a mock of the bottle to create a legitimate experience of the label design. 

Figure 14: Label Design 

Figure 15 : Mock design for Justea

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Feedback 

Be careful and consistent with the chosen styles for the label as the proposed design will be targeting the Millennials. Meanwhile, make sure that the label design isn't too simple though it is leaning towards the Minimalistic design.choose wisely with colour pallettes, making sure that it is a green tea but not a juice label. Consider the size of the label and make sure it is clear and big enough to stand out ; the brand is visible and big enough, not the parent company.

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Reflection 

Experience 

In completion this project, the participation of searching the product, Justea was both a thrill and time consuming at the same time the reason because the distributed product is not consistent whereby different stores has different variation of Justea (etc; Mynews happen to have Justea's bottle drink and not the cans and while 7-eleven happen to be the opposite). Besides, I felt that the milestones that is set by the lecturer is smooth whereby the process of designing the label is at ease. 

Observation 

Throughout the weeks, I observed that my sense of consistency is improving and also colour palettes as I was designing the label, based from my purposed idea and the concept of illustration. Furthermore, I have learnt that I have improved the idea and sense of positive and negative space in designing a particular design. 

Findings

For this particular project, I found out that it is crucial for everyone to set up a target audience before designing a particular product because it helps one to have better visual ideas also, making the that there is consistency in a particular design. On top of that, I noticed that the placement of a product's information needs deep consideration as it will influence the target audience's impression towards the product's layout design.