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
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