STRUCTURAL PACKAGING

LAMIS HARIB

Assignment 1.

Objective:

Provide a package redesign and scored diecut folded package to present at retail

Selected Product:Turkish apple tea

Venue:

Turkish souqs and grocery stores

Stock images of a Turkish market

Turkish tea and tea set

Conceptual samples

Conceptual samples

Orthographics for tea box with spout

Othrographics for box with sliding lid

Comps for final design

Comps for final design

Orthographic view of outer packaging for final design

Turkish

Apple Tea

Orthographic view of packaging with print & product

Perspective views

New structure/design:

*Remains fitting ethnographically and true to the aesthetic of the Turkish market products.

*Apple tea is iconic as a Turkish national drink. The package itself with the tea set has the potential to become an iconic market product because of it’s icon-based visual language.

*The new package now protects all the elements enough to be piled with the option of hanging through a hook at the back.

*The box has a better gifting quality than a plastic wrapped set and box of powdered tea. It brings all the items together as one product.

Perspective views

Assignment 2.

Objective:Redesign a thermoformed package to fit a peg and rack planogram

Selected Product:Venus Spa Breeze

Venue:

CVS drugstore

Conceptual samples

Conceptual samples

The product I picked was Venus spa breeze. The packaging is a set of two disposable razors with shaving gel bars. I like to think this kind of product identifies with a consumer that might shower-on-the-go such as gym goers or jet setters for business or pleasure that don’t want to carry around all their toiletries. In that aspect, my goal was to create a thermoform package of the product that could break into separate containers, giving the consumer a carry on shaver to attach to -for example - attach inside their gym bag, avoiding the necessity of carrying the whole case all the time.

The existing planogram had them hanging from a hook. The general planogram for all the different razor brands included a variety of options: hooks, shelves, and a basket with mixed razors.

My redesign goal was to apply the new packaging successfully to being hooked or displayed on a shelf.

My first attempt wasn’t far from the original package. The main difference was to have it break into two seperate parts and was exploring that,

Early design orthographic drawings

I even considered a smaller pack that would sell the two razors together, using less thermoform for the packaging. Once the seal on the back was removed there was a tuck in flap to open and close the package.

Early design orthographic drawings

Eventually I returned to my previous setup. Same packaging with a breakable option, and the branding would be divided between the two razor containers to emphasize a package of two products and retaining the branding even when divided.

Early design orthographic renderings

Getting the obvious response out of the way, the package was still not quite there as a final and looked like it held a pack of tools at a hardware store versus a beauty product. I decided to look further into the brand and get inspired by that. Keeping my idea of a dividing package, the shape was now inspired by a bulb, as florals were a part of the branding. It looked sleeker and had better display potential.

New design orthographics phase 1

I considered an elastic band that would come out of the seperate packages that could be attached to hooks such as those in bags (as seen above).

Elsatic add-on consideration during process

Rendering sample during process

I realized having the branding on every side just increased the potential of it being shelved wrong. Also, the design still did not look the way it would as a thermoform.

Rendering sample - Phase 1 perspective

For the final, I improved the hook to match the sleek design of the rest of the package versus it feeling seperate as in the previous stage. The design is also finally breakable and as shown in the side view can now be removed from a thermoform mold.

Final orthographics

phalange

breaks in the middle

Final structure in perspective

This rendering of the final shows that the branding is now exclusive to the front. The drawing shows the inner structure of of the the thermoform as well as the phalange.

Final rendering

Assignment 3.

Objective:Select a consumer category sold in both a high and low end venue. Present an analysis in class, then develop the package design and planogram for both.

Selected Product:Shampoo

Venue:High end - L’Occitane En ProvenceLow end - Burt’s Bees corner at CVS

multiple views of the same planogram

Low end venue

I chose shampoo as my product. For my lower end I chose Burt’s Bees, a brand available at drugstores such as CVS and chains such as Duane Reade. Burt’s Bees is a brand that uses natural ingredients and the key ingredients derived from bees such as wax and honey.

The current packaging only reflected the brand in color palette and some simple illustrations of the content. The planogram I chose was a corner at CVS, composed of a somewhat temporary looking installation that shelved the product in stacked racks.

Low end product

High end venue

For my higher end shampoo I chose L’Occitane, a french toiletries brand that uses natural ingredients from Provence in France.

The look and feel of the store is composed of French provincial interior elements - the cherry wood mixed with painted ashwood, and feel of ‘overflowing’ goodness parallel to the essence of Provence.

Cabinets and other furniture storage options are used, such as drawers. A very prominent center is in every store with an organized center pile of the products.

High end product

Conceptual samples

Conceptual samples

My first attempt at the lower end bottle was to think about how I’d like to utilize it more. I liked the idea of having a shampoo you could hang on a hook either in a bathroom or even in a planogram display. This also provided 2 display options: shelf or hook.

Low end product process

For the higher end shampoo I was inspired by steel pail handles (traditional pails being a provincial element) as a similar approach of providing two options of display.

I also revised the lower end Burt’s Bees shampoo to include a blow mold with ridges similar to a generically identifiable bottle of honey.

Bottle redesign phase 1

For the higher end shampoo, I had the idea of designing a wine rack inspired planogram. I thought of using wood to make a standard wooden wine rack (for recognizability) and have the pail inspired handle double as a way of pulling the bottle out of the rack. The rack top would also be useful in the piling method usedi n the center of the store. A sample of the shampoo would be placed on top to identify the product in the rack, as well as other stackable products such as powder boxes or soaps.

Wine rack inspiration

The product seemed too hidden, so I looked at more wine racks. I was inspired to create this wine rack of sheaths of curved steel that would hold the shampoo bottles. The corners are rods of steel that would hold it together as well as a flat top of wood perhaps.The steel would be welded together as a regular steel rack would.

Wine rack inspiration

However to fit in more with the interior, I opted for a very traditional french provincial design that would suit the theme regarding nature and the high end quality of the store. This rack has a decorative element that fits in with the store’s aesthetic as well as shows more of the product than the previous racks.

Final wine rack inspired planogram

Further progression in bottles

The bottles in this phase went through their own transoformation process. I decided to take a literal bee shape for the Burt’s Bees bottle and add a beehive rendered element to the bottle, and the L’Occitane bottle was now elongated like a variation of french perfume and topped with an ivory sphere top. Both round tops have an insertion screw to open or close securely.

The shapes later were switched in between for relevant aesthetic purposes, and the material for the now spherical stack form of the L’occitane bottle’s top is of cork - a literal inspiration from wine bottles.

Final bottle renderings

For the lower end venue planogram, I explored the idea of a bee hive derived form that would fit all the Burt’s Bees products and display them in a more exciting way than a generic temporary shelving unit. I initially designed a two sided flat stand as the process on the right shows, off to go on into designing for the specific corner I’d explored at the venue.

Bee Hive Planogram early phase

Bee Hive Planogram early phase

Ideation samples in process

Final Beehive Planogram design

Beehive plaogram wall rod attachment

This beehive shelf is attached through the back by metal holders that clamp around a rod attached to the wall. This provides it a stable lift from the floor and secures it around the corner.

Final Beehive Planogram design

Prof. Jim Warner

Grad Comm DPratt institute