Packaging and Merchandising Project 2

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23.4.2021 - 18.6.2021/ Week 4 - Week 13

Lee Sean / 0337001
Packaging and Merchandising / Bachelor of Design(Hons) in Creative Media



Instruction





Weekly Lecture/ Progression

23/4/2021 Week 4

Today the school of Bioscience students presented their proposal of their product

30/4/2021 Week 5

Our design team presented a few mood board of the design themes to the bioscience students. We then finalize which theme to go for and also came up a name for the product together.

7/5/2021 Week 6

We showed our draft designs to the team and we try to see which design works and how can we improve it

14/5/2021 Week 7

We finalized our main packaging design this week and will be starting to work on the collateral

21/5/2021 Week 8

We realised the design still have certain issues such as the logo legibility and the overall color scheme and layout of information. So we had to redo quite a lot of stuff but the overall theme remain the same.


Project 2

This is a collaboration project between the Design School and
School of Biosciences. Students from SBS has developed food
in their previous semester and in need of packaging design for
their product.

Our task is to propose and produce a packaging design for a
selected project from SBS. The packaging should be able to
communicate and marketable in the local or international
market. The design should communicate the benefit of the
product and you may require to creating the brand for the
product.

Packaging design themes


After discussing with the School of Bioscience students, looking at the proposal and the target audience we then decided to choose idea 2. We think that the art direction would fit the product and is appropriate for the overall brand. Using abstract shapes for the product but at the same time does not tell the audience directly what the shapes stands for. It allows the audience to think about it but at the same time it's not too hard.

We also decided the product's name should be SeaQ, it is a short form of the word sea cucumber. The overall brand is healthy so we kept the word Sea because it sounds healthy and organic. The product is in a jelly form so we decided to use the letter Q to represent the QQ texture.

Draft Design Exploration

Fig 1
draft design exploration

We started experimenting with the abstract shapes and trying to come up with a pattern or visual elements that can be use as a visual identity for the brand. The visual elements will be able to use as their identity across all their product or collateral such as business card, envelope, box etc.

Draft Design 


After presenting the designs to the team, we start to discuss together which colors would be appropriate for the brand. Which kind of design layout works for the brand and what font should we use. We then try to combined a few elements from different designs together into one.

Second Stage Exploration


After having a few discussion with our lecturers, we actually realised that there are a lot of problems with out packaging design. First of all the other students who we are collaborating with had change the flavors to tomato flavor. The color we are using does not fit at all and does not look very appetizing.

The second problem is that our logo, it was suppose to be read as Sea Q, but a lot of people is reading it as Seek, so we have to find a solution to solve this issue.

Logo exploration

Fig 1
Logo exploration

We started experimenting with shapes, lines and spaces trying to make the logo easier to read. 

Final Logo


We really like how the letter Q is slightly bigger and taller than the rest of the letter, it makes it easier to read the word sea first before reading Q. But the spaces inside the frame ended up looking very uneven so we added the rectangle to make the space more even and the rectangle also helps the reader to read the word Sea first before the Q. On the bottom right of the logo you can see how the logo looks in a smaller scale when it's not using a frame.

Final Exploration

Fig 2
Design exploration

You can see the process of how we have changed the logo, colors and layout. We did not want to just limit ourself to just the logo we have finalize because what if the other logos have potential so we are just trying as much different stuff as we can.

Final Presentation


Final Submission

Secondary Front Packaging 



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