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.

• 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?

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

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.)

Look at brands

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!

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?

Student Work

What is a campaign?

A campaign is a cohesive design and message across multiple mediums

1. You will create a campaign message in accordance with the pack you have redesigned.

2. The ads should sell your package and the new benefits that your package provides. The campaign should advertise your pack.

3. You will design three advertisements of different dimension that work cohesively in aesthetics and design.

• 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.

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).