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Project 4: Package Redesign + Ads

Project 4: Package Redesign + Ads. First Steps. Begin looking at packaging that already exists. 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.

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Project 4: Package Redesign + Ads

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  1. Project 4: Package Redesign + Ads

  2. First Steps • Begin looking at packaging that already exists. • 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?

  3. Before designing, know what product packaging you are redesigning and why

  4. Defining an Industry • Beverage (Soda, beer, spirits, juice box, single serving vs. 12-packs) • Food (soup, cereal, candy, dog food, assorted groceries) • Beauty / Skin Care (face soap, moisturizers, makeup, bar soap, hairbands) • Electronics (phones, ipods, remote, etc.) • Household appliances (batteries, sponges) • Office supplies (paper clips, stapler, binder clips, etc.) • Fashion (shoes, hairbands, belts, etc.)

  5. Look at brands

  6. You can choose to redesign a package for a big brand or a small brand. But don’t try to recreate the brand. Pick a brand you like!

  7. Find problems… • Does product packaging work for product? • Does product packaging work for target audience? • Does the package open, seal, serve well? • Is it easy to use? • How does the design communicate essence of product / benefits of product?

  8. Student Work

  9. What is a campaign?

  10. A campaign is a cohesive design and message across multiple mediums

  11. You will create a campaign message in accordance with the pack you have redesigned. • The ads should sell your package and the new benefits that your package provides. The campaign should advertise your pack. • You will design three advertisements of different dimension that work cohesively in aesthetics and design.

  12. You should photograph your product redesign project and incorporate it into your advertisements. • You may choose not to show the package in your advertisement like the Dove campaign but this should be addressed on a case by case assessment. • Other assets you might include Photographs (product imagery, lifestyle imagery, etc.), textures, illustrations, pattern work, typography, vector graphics, etc. • You will write your own slogans to fit your campaign.

  13. Final Deliverables – Due Nov 30 • Turn in (1-2) 12’’x18’’ board with product photography and optional (flat layout of packaging) • Turn in (1) 3D prototype full-scale. • Turn in (2) 12’’x18’’ boards with advertisements (see image above for layout suggestion).

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