Class Assignment #2

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