You will create a new package for an existing product. The package will do more than just look good in the store. The package may be used to store the product after purchase, or it may lend itself to other uses by the purchaser. Your will create original type and images for your package. The box, jar, etc. may be created by you from scratch or “cannabalized” from existing objects. However you must significantly transform whatever objects you use in this project. Consider your existing product in terms of its convenience, ease of use, portion or serving size, opening, resealing, serving from package; directions on package; etc. How can the package improve the overall experience for the consumer? How can the package reinforce and extend the consumer’s awareness of the brand?
First you must consider who that audience is and what their needs are. Some of their needs may be straightforward, such as “a cereal box that can be resealed after opening; paperclips that won’t spill in my desk drawer; a teabag that won’t make a mess on the table.” Some needs may be more complex and ephemeral, such as “soap that makes me feel young; batteries that won’t hurt the environment; a pencil that expresses my individuality.” Because your new package will be unfamiliar to consumers, it should clearly communicate the benefits of the product to its audience.
Type, image and container should work together to convey the feeling of the product. You may use any media you like. The package may or may not be fully functioning, but it should be well crafted. You may want to create more than one package – one opened, one closed – to show off its features.
Option: You may want to photograph your package and print out on 12” x 18” board.
Your package will include:
• name of product
• logo and/or name of manufacturer
• price, bar code
• quantity, weight, directions for use, nutritional information etc. – as relevant
November 10 – show sketches for at least three different product ideas.
November 15 – bring in sketches and some kind of prototype for your package.
November 17 – bring in-progress comp for discussion.
November 29 – bring in 12” x 18” rough of your final board showing layout and positioning.
December 1 – work day – you may bring your package to shoot in class or work on your own.
December 6 – final critique of package and board.
December 8 – last chance to turn in any reworked projects.