Creative Circus
Packaging Class : : Creative Brief
Project: Consumer Product Packaging Rebranding (Take a zero & make it a hero)
What is the assignment?
Your assignment is to develop teen-targeted, trend-relevant consumer packaging for a retail product that has long been considered “uncool” by teens since the Paleozoic era.
What is the single main thought that we are trying to communicate?
“Hot Damn! I used to think this product was lame and only for math nerds! But from the looks this new packaging, I can see that I was wrong. This product really is cool and hip, and Since I’m a trendsetter, I must buy it!”
What is the brand?
XYZ Manfacturing Incorporated - XYZ is a very old company (est 1914), and their products have long been considered “Boring,” “Safe” and “Old Fashioned” by their target demographic (12 to 24 year olds). The products are of high quality, average-price, and available widely across North America.
Who are we talking to?
• Preteen and Teen demo of 12 to 24 year olds
• Gender: Target gender determined by product
• English-speaking North American residents (However, consider multicultural implications/sensitivities).
What are the deliverables?
1. ONE consumer package for product
2. ONE set of brand assets for product
- Consisting of (but not limited to):
a) Marketing phrases for advertising and packaging
b) Product claims
c) Color palette system for product
d) Font system for product
e) Packaging guidelines
What is the support?
None provided. Client has requested a complete brand “makeover.”
What are the mandatories?
• The product’s components, functionality and size must remain relatively unchanged, as not to increase manufacturing expenses significantly... however, In addition to the consumer package relaunch, client will consider alterations/additions to the product formula, substrate or makeup, if limited to a 5% increase in overall manufacturing costs.
• Product must fit securely within box, bag or bottle
• Packaging footprint (on shelf) cannot be increased significantly, without prior approval from client
What are the additional considerations?
• Name of product can be changed, altered or ammended, if marketing justifications/data are provided... however, be cognizant of current consumer awareness and equity in brand.
What is the timing?
April 22, 2008 - Student is required to bring in rough exploritory sketches for FIVE different consumer products to class. All sketches are due at the beginning of class. During class, we’ll review sketches and select one product (per student), to be taken to completion.
June 10, 2008 - Product packaging and all relevant deliverables due.
Are there any references?
http://www.trendguide.com - online trend database
http://www.look-look.com - a coolhunting agency
PBS Frontline Series, “The Merchants of Cool” - program can be viewed for free at
http://www.pbs.org/wgbh/pages/frontline/shows/cool
“The Tipping Point” - Malcolm Gladwell
- summary available online at http://wikisummaries.org/The_Tipping_Point
Monday, May 5, 2008
Monday, November 26, 2007
Class Assignment #3
Creative Circus
Packaging Class : : Creative Brief
Project: Beans, Beer & Butts Packaging
What is the assignment?
Your assignment is to develop label and container graphics for either a coffee, beer or cigarette consumer product (your choice). The product’s country of origin is your personal favorite vacation destination.
What is the response we want from the consumer?
“Wow!, I know that these products are bad for me, but since the packaging is so exciting, I’m willing to acquire yet another filthy, unhealthy habit that could someday kill me!”
What is the brand?
The company creates high quality products that will be available widely across North America.
Who are we talking to?
• Anyone over the age of 21
• English-speaking North American residents (However, consider multicultural implications/sensitivities).
What are the deliverables?
You are responsible for ONE of the following Assignments:
Option A. - COFFEE
1. Packaging for 1 lb. bag of whole coffee beans
2. Cup holder/cardboard sleeve for paper coffee cup (with lid) (Packaging & full-sized prototype).
Option B. - BEER
1. Packaging for six pack of beer bottles
2. 6-pack carrier carton (Packaging & full-sized prototype)
Option C. - CIGARETTES
1. Packaging for single pack of cigarettes
2. Cigarette Carton (Packaging & full-sized prototype)
What is the support?
None provided. This is a new product launch.
What are the mandatories?
• Packaging footprint (on shelf) cannot be increased significantly, without prior approval from client.
What is the timing?
May 13, 2008 - Designer is required to bring in rough exploratory sketches for ONE OPTION to class. All sketches are due at the beginning of class. During class, we’ll review sketches.
June 3, 2008 - Product packaging and all relevant deliverables due.
Packaging Class : : Creative Brief
Project: Beans, Beer & Butts Packaging
What is the assignment?
Your assignment is to develop label and container graphics for either a coffee, beer or cigarette consumer product (your choice). The product’s country of origin is your personal favorite vacation destination.
What is the response we want from the consumer?
“Wow!, I know that these products are bad for me, but since the packaging is so exciting, I’m willing to acquire yet another filthy, unhealthy habit that could someday kill me!”
What is the brand?
The company creates high quality products that will be available widely across North America.
Who are we talking to?
• Anyone over the age of 21
• English-speaking North American residents (However, consider multicultural implications/sensitivities).
What are the deliverables?
You are responsible for ONE of the following Assignments:
Option A. - COFFEE
1. Packaging for 1 lb. bag of whole coffee beans
2. Cup holder/cardboard sleeve for paper coffee cup (with lid) (Packaging & full-sized prototype).
Option B. - BEER
1. Packaging for six pack of beer bottles
2. 6-pack carrier carton (Packaging & full-sized prototype)
Option C. - CIGARETTES
1. Packaging for single pack of cigarettes
2. Cigarette Carton (Packaging & full-sized prototype)
What is the support?
None provided. This is a new product launch.
What are the mandatories?
• Packaging footprint (on shelf) cannot be increased significantly, without prior approval from client.
What is the timing?
May 13, 2008 - Designer is required to bring in rough exploratory sketches for ONE OPTION to class. All sketches are due at the beginning of class. During class, we’ll review sketches.
June 3, 2008 - Product packaging and all relevant deliverables due.
Tuesday, July 10, 2007
Class Assignment #1
Assignment #1:
Creative Circus
Packaging Class : : Creative Brief
Project: Lightbulb Shipper Package vs. The United States Postal Service
Habitually, overnight delivery companies and the US Postal Service subject our parcels to levels of damnation and punishment not seen since the Spanish Inquisition.
What is the assignment?
Your objective is to develop packaging containment systems for standard lightbulbs that can withstand the abuse administered by even the most sadistic mailman.
What is the single main thought that we are trying to communicate?
Wow! My lightbulbs were shipped via USPS and arrived intact!
What is the brand?
“Common” incandescent lightbulb invented by Thomas Edison in 1879.
What are the deliverables?
1. Two different packaging containment systems
What is the support?
For each packaging insert, you may use ONLY the following materials:
- ONE 11” x 14” piece of poster board
- ONE standard incandescent lightbulb
- ONE corrugated shipping box (inside box dimensions are 6” x 4” x 4”). Shipping boxes will be provided.
What are the mandatories?
• No glue, tape, string or adhesive of any kind can be used. Posterboard alone must secure and protect the lighbulb employing only folds, scores, tabs, tension and clever engineering.
• Insert (with lightbulb) must fit securely within shipper box (inside box dimensions are 6” x 4” x 4”). No adhesive can be used to secure insert to shipper box.
What are the additional considerations?
• The Lightbulbs are made of glass
• The United States Postal Service is made of malignant gorillas that will beat your package like a punching bag.
What is the timing?
October 16, 2007 - Student is required to bring two completed packaging inserts (with lightbulbs inside) to class. Completed inserts are due at the beginning of class. During class, we’ll place the insert systems into the shipper boxes (provided) and students will then send them to my studio address via standard USPS.
I will bring the shipments to class to compare success and failure rates.
Ship all packages via standard postage to:
Kevin Rej
Raise Studio
619. E. College Ave., Suite C2
Decatur, GA 30030
Creative Circus
Packaging Class : : Creative Brief
Project: Lightbulb Shipper Package vs. The United States Postal Service
Habitually, overnight delivery companies and the US Postal Service subject our parcels to levels of damnation and punishment not seen since the Spanish Inquisition.
What is the assignment?
Your objective is to develop packaging containment systems for standard lightbulbs that can withstand the abuse administered by even the most sadistic mailman.
What is the single main thought that we are trying to communicate?
Wow! My lightbulbs were shipped via USPS and arrived intact!
What is the brand?
“Common” incandescent lightbulb invented by Thomas Edison in 1879.
What are the deliverables?
1. Two different packaging containment systems
What is the support?
For each packaging insert, you may use ONLY the following materials:
- ONE 11” x 14” piece of poster board
- ONE standard incandescent lightbulb
- ONE corrugated shipping box (inside box dimensions are 6” x 4” x 4”). Shipping boxes will be provided.
What are the mandatories?
• No glue, tape, string or adhesive of any kind can be used. Posterboard alone must secure and protect the lighbulb employing only folds, scores, tabs, tension and clever engineering.
• Insert (with lightbulb) must fit securely within shipper box (inside box dimensions are 6” x 4” x 4”). No adhesive can be used to secure insert to shipper box.
What are the additional considerations?
• The Lightbulbs are made of glass
• The United States Postal Service is made of malignant gorillas that will beat your package like a punching bag.
What is the timing?
October 16, 2007 - Student is required to bring two completed packaging inserts (with lightbulbs inside) to class. Completed inserts are due at the beginning of class. During class, we’ll place the insert systems into the shipper boxes (provided) and students will then send them to my studio address via standard USPS.
I will bring the shipments to class to compare success and failure rates.
Ship all packages via standard postage to:
Kevin Rej
Raise Studio
619. E. College Ave., Suite C2
Decatur, GA 30030
Wednesday, May 16, 2007
UPC Symbol
Click on the link (on the right) to download a "generic" UPC Barcode for use on your packaging layouts.
Sunday, April 8, 2007
Things You Need To Know
Course No. DS403
Tuesdays, 9:30 - 12:30
Instructor: Kevin Rej
Phone: 404.373.3460
Notes:
• No cell phones, pagers or atomic powered robots allowed in class. If your cellphone rings, I may answer it for you.
• There is no such thing as a stupid question. If I don't know the answer, I'll either find out for you as soon as I possibly can, or make up a big fat lie. If you want to submit a question anonymously, by all means write it down and drop it my mailbox.
• If something or someone makes you uncomfortable in class, speak up or drop a note in my mailbox.
• Even though profanity is a trademark of the design industry, you are entitled to a clean classroom experience. If I (or anyone else in class) says something that you have a problem with, please send me an e-mail or anonymous note.
• Unfortunately, off-color jokes are also trademarks of the design industry, however, sexual harassment and racist comments will earn you all kinds of bad karma.
• No amplified music or boomboxes allowed in class (unless they are playing "Ace of Spades" by Motörhead).
Absences:
• 15 minutes late equals one absence.
• You are allowed one excused absence for the quarter. "Excused" means you notify me by e-mail at least 3 hours prior to the start of class. I encourage you not to miss any days, as we cover a lot of material over the next 11 weeks.
• It is your responsibility to get any notes you miss by being absent. I will not post them on the web site.
Assignments:
• Assignments are due at the start of class on the day that they are due. An excused absence does not excuse you from the work.
• If you are absent from class on a particular deadline, you must put that assignment in my mailbox before the start of class. Think of this class as "the real world," with real world consequences. In the real world, if you miss a deadline, you get fired.
• Assignments will be posted on this web site within 24 hours of their assignment in class. If you miss class, you can either contact a classmate or check the web site to get the new assignment.
• It is your responsibility to contact me before class if you are having difficulty completing your assignment.
Contacting Me:
E-mail is always best: kevin@raisestudio.com, my studio phone is 404.373.3460. If you bring me something vegan to eat that contains chocolate, I might share my cell phone number with you.
Recommended Reading:
“Lovemarks, The Future Beyond Brands” - Kevin Roberts
“The Total Package- The Secret History and Hidden Meanings of Boxes, Bottles, Cans and Other Persuasive Containers” - Thomas Hine
Tuesdays, 9:30 - 12:30
Instructor: Kevin Rej
Phone: 404.373.3460
Notes:
• No cell phones, pagers or atomic powered robots allowed in class. If your cellphone rings, I may answer it for you.
• There is no such thing as a stupid question. If I don't know the answer, I'll either find out for you as soon as I possibly can, or make up a big fat lie. If you want to submit a question anonymously, by all means write it down and drop it my mailbox.
• If something or someone makes you uncomfortable in class, speak up or drop a note in my mailbox.
• Even though profanity is a trademark of the design industry, you are entitled to a clean classroom experience. If I (or anyone else in class) says something that you have a problem with, please send me an e-mail or anonymous note.
• Unfortunately, off-color jokes are also trademarks of the design industry, however, sexual harassment and racist comments will earn you all kinds of bad karma.
• No amplified music or boomboxes allowed in class (unless they are playing "Ace of Spades" by Motörhead).
Absences:
• 15 minutes late equals one absence.
• You are allowed one excused absence for the quarter. "Excused" means you notify me by e-mail at least 3 hours prior to the start of class. I encourage you not to miss any days, as we cover a lot of material over the next 11 weeks.
• It is your responsibility to get any notes you miss by being absent. I will not post them on the web site.
Assignments:
• Assignments are due at the start of class on the day that they are due. An excused absence does not excuse you from the work.
• If you are absent from class on a particular deadline, you must put that assignment in my mailbox before the start of class. Think of this class as "the real world," with real world consequences. In the real world, if you miss a deadline, you get fired.
• Assignments will be posted on this web site within 24 hours of their assignment in class. If you miss class, you can either contact a classmate or check the web site to get the new assignment.
• It is your responsibility to contact me before class if you are having difficulty completing your assignment.
Contacting Me:
E-mail is always best: kevin@raisestudio.com, my studio phone is 404.373.3460. If you bring me something vegan to eat that contains chocolate, I might share my cell phone number with you.
Recommended Reading:
“Lovemarks, The Future Beyond Brands” - Kevin Roberts
“The Total Package- The Secret History and Hidden Meanings of Boxes, Bottles, Cans and Other Persuasive Containers” - Thomas Hine
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