Packaging and Merchandising Design- Project 2: Innovative Packaging

 Week 4 - Week 10

SongYang / 0355576

Packaging and Merchandising Design / Bachelor of Design (Hons) in Creative Media / Taylor's University 

Project 2 /Innovative Packaging

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INSTRUCTIONS

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LECTURES 

All lectures have been completed in Exercises

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TASK 

Moodboard Logo 

Planto Lekor is a brand dedicated to providing healthy and delicious vegetarian Malaysian traditional cuisine. Our goal is to increase brand awareness and market influence through modern packaging design, brand identity and a series of peripheral products. This design task includes the development of brand identity, packaging design, and the development of diversified products around the brand visual image.

I started making mood boards, searching for the right color palette, and looking for inspiration in the best frozen food packaging on the market.

Fig 1.1 Moodboard

Logo

The brand logo is the core visual element of the brand. I chose to use a simple and modern font, and incorporated soft curves and an organic design style to reflect the brand's vegetarian and natural food philosophy. I tried many different combinations such as fonts and combinations or simple font changes.

Fig 2.1 Logo Draft

My lecturer Mr. Hamimi suggested that I choose the first draft of the fourth row and continue working on it, trying to adjust the spacing between letters and the line spacing to get more interesting results.

Following the instructor’s advice, I tried four different logo combinations with different spacing and line spacing.

Fig 2.2 Logo Draft

Of the four logos, Mr. Hamimi was most satisfied with the third one. I started working on the colors.

Fig 2.3 Color Card

Fig 2.4 Logo Color Experiment

Because the "O" in my logo is a different color from the other letters and it also has to be consistent with the background color, otherwise it will be unrecognizable, so I listed all the possible color combinations and looked for the best one.

Fig 2.5 Logo Color Experiment with background

But the students of food science thought that the color card was too low in saturation and difficult to attract users, so I replaced it with a new color card.

Fig 2.6 New Color Card

The new color palette features warm orange and green colors, symbolizing nature, health and vitality.

Fig 2.7 Final Logo in Colour

、Product Packaging Design 

Color card: We chose orange, yellow and green as the main colors to convey a sense of naturalness and health.

Typography and layout: We focused on the hierarchy of information, ensuring that the brand name and key product information are prominent and easy to read.

Brand story: A short story of the brand is added to the packaging to enhance the emotional connection between the brand and consumers.

Sustainability: Eco-friendly materials are selected to further reflect the brand's commitment to environmental protection.

Fig 3.1 Packaging Layout Attempts

Mr. Hamimi was not satisfied with the initial design. He suggested that I look for more excellent packaging designs to learn from. So I tried again for the second time.

Fig 3.2 Workspace screenshots

Fig 3.3 Packaging Layout Attempts

After my second attempt received basic approval from Mr. Hamimi, I shared this design with my food science classmates, and they also gave me some suggestions on the design.

Fig 3.4 Revise Opinion

According to the revision suggestions from the students of food science, I first modified the color card mentioned above and used brighter colors.

Fig 3.5 New Color Card

Then I started to make some local changes, such as the instructions for use.

Fig 3.6 Instructions

Then came the ingredient list. My food science classmate sent me a new ingredient list, so I modified most of the values. The Malay part was italicized to distinguish it from the English.

Fig 3.7 Ingredients

Fig. 3.8 Final Packaging Layout Design

Fig. 3.9 Final Packaging Layout Design Front - Mockup

Fig. 3.10 Final Packaging Layout Design Back - Mockup

FINAL OUTCOMES

Fig. 4.1 Final Packaging Layout Design Front

Fig. 4.2 Final Packaging Layout Design Back

Fig. 4.3 Final Packaging Layout Design Front - Mockup

Fig. 4.4 Final Packaging Layout Design Back - Mockup

Fig. 4.5 Planogram

Fig. 4.6 Final Presentation Slides

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FEEDBACK

week 6 : The first logo in the fourth row could work. Try to reduce the space, but not to close.

week 7: increase the saturation of the color, it looks pale when applied to the logo

week 9: Don’t choose the yellow and dark green color cards, this color doesn’t look like food product

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REFLECTION

Experience

Working on the Planto Lekor project has been an enriching and insightful experience. Developing a brand from scratch, including creating a brand identity, designing packaging, and exploring various product extensions, provided an opportunity to delve deeply into the elements that make a brand appealing and cohesive. The challenge was balancing the modern, vibrant image of the brand with the traditional and healthy values it stands for. Collaborating with team members and gathering feedback throughout the process was invaluable in refining our concepts and ensuring alignment with the brand's vision.

Observation

Several key observations emerged during the project. Consistency in visual language across all brand elements is crucial for building recognition and trust. The use of warm, natural colors like orange and green effectively conveyed the brand's focus on health and plant-based products. Additionally, ensuring that packaging is both aesthetically pleasing and informative contributes significantly to a positive consumer experience.

Findings

The final brand logo, with its friendly and approachable design, successfully communicates the brand's commitment to offering healthy and tasty plant-based foods. The vibrant yet soothing colors and clear layout of the packaging design effectively capture potential customers' attention, making the brand memorable and distinct. The exploration of product extensions, such as reusable cups and health recipe books, demonstrates the potential for expanding the brand's reach and influence, enhancing the overall brand experience and fostering a sense of community around Planto Lekor.