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Mobile Packaging Revamp 28 September 2011

Mobile Packaging Revamp 28 September 2011. Work in progress. Philips Design. 28 september 2011. Project briefing objectives • Target: – Scale down the box size and standardize it – Simplify the artwork design – Cost effective execution • Areas of revamp : – Structure

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Mobile Packaging Revamp 28 September 2011

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  1. Mobile Packaging Revamp28 September 2011 Work in progress Philips Design 28 september 2011

  2. Project briefing objectives • Target: – Scale down the box size and standardize it – Simplify the artwork design – Cost effective execution • Areas of revamp: – Structure – Graphic artwork

  3. Size and Structure Standardization

  4. Current packs - overview Essential Xenium X121 Classic Xenium X523 Classic + Xenium K700

  5. Unpack experience – ‘lifting lid

  6. Verbal articulation – Approach 1 Amplify main proposition Add product specific sub headline Always connected Enduring connection Always connected Maximum performance, minimum fuss Always connected Enjoying a marathon of entertainment

  7. Verbal articulation – Approach 2 Product specific headline ‘umbrella’ proposition linking across ranges Enduring connection Always connected Maximum performance, minimum fuss Always connected Enjoying a marathon of entertainment Always connected

  8. Visual articulation

  9. Product is King – Essential Proud presentation Always connected Sub headline

  10. Product is King – Classic / classic + Design detail, product glorification, proud presentation Always connected Sub headline

  11. 2. Lifestyle is King – Essential emotive: together, sharing the moment, playful, colourful, energetic, alive, dynamic, bright, freedom Always connected Essential proposition sub headline

  12. 2. Lifestyle is King – Classic/ classic+ emotive: on the move, successful, energetic, dynamic, human element, captured in the moment, precision, efficient Always connected Classic proposition sub headline

  13. Overview – Proposed 2 directions (on 8 September 2011) 1. Product is king 2. Lifestyle is king Essential Classic /+ Essential Classic /+ Always connected Sub headline Always connected Sub headline

  14. Concepts ‘Product is King’ 2. ‘Existing Marcom Images’ 3. ‘New Lifestyle Images’

  15. Concept 1. Product is king • Small pack size allows image to run across front and side panels • Time consuming execution (need to crop each product image nicely) • Requires special product emotive photography, beyond standard product shots • Differentiation essential/ classic/ through product image only • No lifestyle image

  16. Concept 1. Product is king SCHEMATIC ONLY SCHEMATIC ONLY Essential Classic/ Classic +

  17. Concept 1. Product is king (angle studies) SCHEMATIC ONLY SCHEMATIC ONLY Essential Classic/ Classic +

  18. Concept 2. Using existing MarcomImages • Direct link to other Marcom touch points BUT: • Time consuming execution (need to find proper image for each pack) • Tedious artwork process • Human faces: racial and gender issues • Product in use is limiting (cannot use same image on more packs) • Product image is repeated • Lacking visual consistency across range (confusing for consumer) • No clear differentiation essential/ classic/ .. • Unclear proposition

  19. Concept 2. Using existing Marcom Images SCHEMATIC ONLY SCHEMATIC ONLY Essential Classic/ Classic +

  20. Concept 3. New Lifestyle Images ‘Always connected’ (recommended direction) • Save effort and resources (no retouching required) • No ‘product in use’ images gives freedom in identity and execution • Easy to implement (image bank) • Clear communication of proposition/ and end benefit (Always connected) • Consistent visual identity within ranges (Essential/ classic) • Systematic design • Contemporary look • Strong differentiation (Essential/ classic) • Strong recall for consumer (repeated messaging) • Future proof (expandable for future propositions and upgrades to Premium etc..

  21. Concept 3. New Lifestyle Images Implementation system One master image per segment cropped in different ways – save time and money IMAGE SAMPLE

  22. Concept 3. New Lifestyle Images Implementation system One master image per segment cropped in different ways – save time and money IMAGE SAMPLE

  23. Concept 3. New Lifestyle Images Always connected Sub headline SCHEMATIC ONLY SCHEMATIC ONLY Essential Classic/ Classic +

  24. Concept 3. New lifestyle Images (angle studies) SCHEMATIC ONLY SCHEMATIC ONLY Essential Classic/ Classic +

  25. Overview of the 3 concepts Always connected Sub headline Product is king (product celebration) 3. Lifestyle is king New image bank (end benefit) 2. Lifestyle is king ‘Marcom images’ (product in use)

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