Project 1 - Packaging Re-Design

By CRAIG KUNCE

New cardboard/paperboard packaging for an existing product

Create a brand new, 3-dimensional, packaging design for an existing product currently sold in stores

  1. In class group research and presentations - 4 groups
    • Group 1 - list 10 do's and 10 don'ts of product packaging
    • Group 2 - Template Labeling (Die lines,fold lines, bleed lines, glue lines, etc.
    • Group 3 - 2 amazing examples—explain why. (www.adsoftheworld.com, search for: packaging) (http://lovelypackage.com/)
    • Group 4 - 2 poor samples—explain why. (google search: worst packing, or poor packaging)
  2. Go to the store and buy a product (less than $10) that you think needs a new package design—find a really poor design.
  3. Choose a unique die template to package your product. Or use the existing packaging and update/alter it.
    • Choose packaging that when de-constructed, fits on an 11x17 sheet
    • You may also find your own template online.
    • Remember form and function.
    • It must look good and advertise/merchandise/protect/ship the product.
    • Be Green! Reduce your packaging to the minimum required.
    • Make it easy to open too.
  4. First, create your template.
    • I opened up and flattened the packaging box for my product. I then used a black piece of paper for the background and scanned it in. Use the Xerox it's very efficient! I can show you how.
      box scan

    • Then, I created a vector template by tracing the edges in Illustrator
      box template
  5. Next, create and identify what each line/area means. (I also added a window to see the product)
    • I put each line style on a separate layer
      layers
    • and used a .5 pt red line for the die-cut
    • and a .5 dashed line for the fold
    • and a solid 60% cyan for the glue area
      final die line
  6. Print a copy on heavy weight paper (176gsm). Cut, assemble, and see how it looks
    • Cut your box out—only cut the solid red lines all the way through (not the dashed red lines)
    • Then, score your fold lines with the end of the xacto knife handle, or a penny/nickel edge
    • Score on the fold side (the back of your printed sheet). Try the light table if you can see through your artwork. Be sure to carefully position your ruler so you score on the exact fold lines.
    • Next, put double-sided tape on your glue areas and assemble your box.
      box mock up
    • Place your product in the box and see how it fits
      product in box
    • Make any necessary adjustments
    • keep tweaking and reprinting the mock up until it's right
  7. Now you're ready to design. Create a design for all sides of your packaging
    • Use most of the information on the current packaging
    • Use your own creative process to complete your design concept
    • Be sure to research your competition, define your brand message and target audience
    • If you like doing 50 thumbnail sketches, do that. If you progressively thumbnail on the computer, do that. You are to a level where you need to know what works best for you.
    • If you like to mind-map, brainstorm, or conceptualize in a collaborative group, do that. Use what works for you.
    • Create a second full-size, printed mock up. Cut it out and assemble it

In class critique of first, full-size, printed, packaging mock up

  • Get into Groups of 4–5 students each
  • Each member presents their before-and-after design to their group
  • Explain your Brand Message being communicated and define your Target Market
  • Discuss problems or concern you have with your group-get new ideas and solutions!
  • Each group member offers at least 1 area to improve and 1 area done well

Make changes on your own

In class critique of second, full-size, printed, packaging mock up

  • Each student presents their before-and-after designs to the entire class
  • Explain your Brand Message being communicated and define your Target Market
  • As a class, we'll offer areas to improve and areas done well

Make changes on your own

Make your final, full-size, printed, packaging mock up

  1. This final mock up should be done using the very heavy card stock paper (300gsm)—your teacher will set it out by the color printer in the Creative Center.
  2. Photograph your final packaging re-design (we will use the product photo booth in class)
  3. Make a 3D digital mock up of your packaging re-design in Photoshop (Craig will demo in class)
  4. Present final packaging re-design to class (full-size mock up, printed photograph, and 3D digital mock up)