SMUZEY Packaging Design Concept I Design by GROUP 3 I BalticDesignSchool
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PRESENTATION Development of design packaging product line for children G3 BalticSchoolDesign / Minsk / 2013
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▬▬▬▬▬▬▬▬ PROJECT ONE ▬▬▬▬▬▬▬▬ During the extensive program at BalticDesignSchool groups has been discovering a new packaging design possibility for SlavFood® , FMCG baby food company from Belarus (Abibok™) in a new R&D project. SlavFood® is about to enter market with new pouch packaging product. Following the main marketing strategy for baby products delivered by the company,project groups has a chance to find and discover a new direction and new strategy. Design should be distinctive line of new packaging from the existing competitors and preserve at the same time valuable details and visual codes, important for the baby food users. Project has been divided in 3 phases: Marketing. Design. Presentation. ▬▬▬▬▬▬▬▬ ON TRACK ▬▬▬▬▬▬▬▬ Entire project in the following presentation has been done for 6 days ▬▬▬▬▬▬▬▬ CREDITS ▬▬▬▬▬▬▬▬ GROUP 3 CREW Marketing strategy,concept,design,2D visualisation: Siarhei Haiduk Igor Lipnitsky Katia Trapeznikova Marketing strategy: Nikolay Popov Julia Bogachiova ▬▬▬▬▬▬▬▬▬▬▬ ADDITIONAL CREDITS ▬▬▬▬▬▬▬▬▬▬▬ 3D modelling & render Maxim Kagirov ▬▬▬▬▬▬▬▬▬▬▬ ABOUT ▬▬▬▬▬▬▬▬▬▬▬ BalticDesignSchool is creative space focused on close collaboration between professional designer's and FMCG/non-FMCG companies, discovering new possibilities in packaging design,identity and interaction using R&D projects as comprehensive tool for solving business and educational challenges. ▬▬▬▬▬▬▬▬▬▬▬ CHANNELS ▬▬▬▬▬▬▬▬▬▬▬ ◼BalticDesignSchool cargocollective.com/balticdesignschool ◼Vimeo I BalticDesignSchool https://vimeo.com/balticdesignschool/channels ◼Facebook I BalticDesignSchool https://www.facebook.com/pages/Baltic-Design-School/399991033399093 ◼Twitter I BalticDesignSchool https://twitter.com/baltic_design ▬▬▬▬▬▬▬▬▬▬▬ SUPPORTED BY ▬▬▬▬▬▬▬▬▬▬▬ SLAVFOOD SAMSUNG REDGRAPHIC PUBLICIS HEPTA BUNGALOW™ MARKETING.BY ▬▬▬▬▬▬▬▬▬ All registered trademarks or trademarks are property of their respective owners ▬▬▬▬▬▬▬▬▬ © 2012-2013 BalticDesignSchool Minsk - Vilnius - Riga
Transcript of SMUZEY Packaging Design Concept I Design by GROUP 3 I BalticDesignSchool
PRESENTATIONDevelopment of design packaging product line for children
G3
BalticSchoolDesign / Minsk / 2013
Company description
Company «Slavfood» started activity in 2012.
Main direction is development, production outsourcing and distribution products of food.
Company profile
Milk productsBaby food
Category descriptionof baby food
• Fruit and vegetable purees• Puree with goat milk• Juices• Nectars• Fruit drinks
Category descriptionof baby food
Fruit and vegetable pureesOuw category is
• Fruit and vegetable purees• Puree with goat milk• Juices• Nectars• Fruit drinks
ProductInnovation for Belarus product - smoothie in pouch packaging.
2 SCU MangoForest Berries
General competitors
Competitors in the packaging pouch known brands of baby food in Russia
Conclusion on competitors
Conclusion on competitors(emotional positioning)
Health Care Helps Development
Format package in Belarus
Format package in international markets
Target audieceMoms who are actively involved in the development of creative abilities of your child.
Mom: 25-35. Urban women have higher education, engaged in the development of children, income, average or above average (not skimp on children), active Internet users.
Consumers
5-9 years
Conclusion
Packaging format
What are we sell
Category
Audience more Brand+ more Message = Brand apathy
Communication is a must if we want to capture consumers hearts and minds (make great passion)
The new packaging will help us take our territory and regain market position
We sell the brand
From brief to strategyand communication
DEVELOPMENT ABILITIES OF CHILD
Mainstream global strategy:
4 MAIN POINT OF COMMUNICATION
Relevant Single-mind
Distinctive Clear
MOODBOARD
Types of development COGNITION
SOCIAL ACTIVITIES
GAMES
CREATION
STUDY
CREATION IS MOST POPULAR ACTIVITY
DEVELOPMENT OF CREATIVE ABILITIES OF CHILD
Mainstream direction:
Positioning
IT`S A TIME FOR TALENTS.Every mother thinks their child's most talented and best. Should he pick up a pencil and draw something, the child immediately predict the future of a great artist. Mom and dad are very proud of their childrens, happy to talk about their achievements with friends and place photo in social networks.
From strategy and communicationto research and development
Finding other concepts
Drawing influence on child development
INTELLECTFANTASY & IMAGINESPEECHPERCEPTION
Name
Hero
Proper nameFunctional
Abstraction
Naming
Type of gallery
GalleryStudio GalleryHome galleryMuseumOnline galleryVanity galleryVirtual museumPublic galleryArts center
Online art galleryArt museumInstitutions
Final Naming
+ Museum = SMUZEYS
Typography
Obligotary information
FACE
BACK
LogoDescriptionIdentity of tasteKids imageBraille lang
ConsistDescriptionWeightBarcodeProduct lifeProduct safe
Digital implementation
SMUZEY
Museum on package Online museum on web
Design custom label Archive of labels& voting system
Design custom labels
Archive of labels and votingsystem
THANK YOU!G3Siarhei HaidukNikolay PopovJulia BogachiovaIgor LipnitskyKatia Trapeznikova
BalticSchoolDesign / Minsk / 2013
