Packaging & Merchandising Design - Task 2: Taylors Coffee Cup Design

 - 23 Oct. 2024

11/10/24 - 25/10/24 / Week 4 - Week 5

Lin Chenyi / 0367008

Packaging & Merchandising Design / Bachelor of Creative Media Design (Honours) 

 Exercises

1.LECTURE

Week 4

Packaging and Product Design Overview

Packaging is an important part of marketing and distribution in various industries, and different types of cartons can be flexibly customized according to needs.

Folding cartons: Made of cardboard, they are light and easy to lay flat, suitable for daily use.

Rigid boxes: Used for luxury products, providing a strong, non-folding support.Corrugated boxes: Extremely durable, with a layered groove structure, ideal for transportation.

Folding carton styles with folded edges:

• Reverse folded edge (RTE): Economical, easy to assemble, suitable for lightweight items.
• Straight folded edge (STE): Smooth appearance, hidden edges, suitable for lighter items.
• Tight folded bottom (TTSLB): Stable display, suitable for heavy items.
• Self-locking bottom (TTAB): Self-locking structure, providing strength and efficient assembly.

Choosing the right box type, style and closure method can enhance the functionality and brand appeal of the packaging, meet product requirements and attract consumers.

Week 5

8 packaging design rules

1. Understand the target audience: The design must meet the preferences and needs of the audience. 72% of consumers care about packaging design.

2. Functional design: The packaging should be both beautiful and practical, matching the purpose of the product.

3. Convey information concisely: highlight the core information of the product through simple design to avoid visual confusion.

4. Consistent brand image: The packaging should reflect the brand characteristics and enhance awareness.

5. Product line consistency: Unify the design style and strengthen the overall impression of the brand.

6. High-quality printing: Excellent printing presents design details and ensures the quality of the finished product.

7. Brand image and concept: Clarify the brand image before packaging to provide direction for the design.

8. Combine with consumption scenarios: The design should fit the actual use scenario, such as this coffee cup is customized for school activities.

Project Introduction

Design for Taylor Open House coffee cups, guided by brand image, serving the needs of parents and students.

This week, we need to design a coffee cup for Taylors' logo, mainly based on minimalism, environmental protection and coffee culture. The following is the content of our PPT.

2.INSTRUCTIONS

3.EXERCISE

Week 5

Design mind map PPT

We have sorted out a lot of necessary information, referring to the minimalist coffee cup.

Fig 3.1 Coffee cup inspiration mind map

Week 6

We added a lot of ideas about design.

Design Description 1: Minimalist Color Coffee Cup

The design is based on the concept of environmental protection and minimalism, and expresses the functionality and aesthetics of the coffee cup in a natural and low-key style. By reducing unnecessary decorations, the focus is on the selection of materials and the sustainability of the product. The cup body is made of degradable and recoverable materials, such as corn starch, kraft paper or recycled pulp, to ensure that it can be naturally layered after use to reduce pollution to the environment. The cup lid is made of reusable silicone or degradable.

Appearance Design

Using gentle matte tones, such as the light gray color of design 1, Taylor's text surrounds the bottom of the cup. For design 2, we used warm beige, light gray and light yellow. There is no complicated pattern on the cup body.

Design Description 2: Natural Pure Color Environmentally Friendly Coffee Cup

Design Concept

Through the design concept of "natural purity", the natural skin texture and minimalist style of environmentally friendly materials are emphasized. Plant-based composite materials are used to ensure degradability and pollution-free. The cup lid is made of environmentally friendly silicone.

Appearance design

The solid color design of the cup body, design 1 uses soft beige or dark green, and design 2 adds some irregular and random beige lines under the same color, which is not eye-catching but brings a calm and natural visual experience.

Design description 3: minimalist environmentally friendly coffee cup

The design concept of this coffee cup

With environmental protection and minimalism as the core, it focuses on natural tones and uses a combination of light green and dark green, which not only symbolizes environmental protection, but also gives a fresh and simple visual experience. The entire cup body is covered with the brand logo, conveying a bold brand attitude and highlighting the brand's sense of environmental responsibility. 100% degradable natural plant composite fiber materials, such as bamboo fiber, are used to minimize resource waste through the application of environmentally friendly materials. The cup lid uses food-grade recyclable silicone, which is safe and non-toxic, and can prevent the contents of the cup from leaking.

The overall appearance design of this design 1 coffee cup is light green, and the front of the cup body is covered with a large area of ​​dark green logo, which directly conveys the brand concept and presents a green, simple and atmospheric style. The dark green logo and light green cup body highlight the contrast, which is both beautiful and low-key environmentally friendly. The bright green is used in the second year of design to highlight the brand's environmental responsibility. There are no decorative elements on the cup body, maintaining the purity of the minimalist design, making the logo the visual.

Final submission:

4.FEEDBACK

Week 3: When drawing the packaging plan, you should draw it yourself instead of downloading pictures from the Internet or using scanning tools to place them on the plan. You need to refer to the font rules to improve the size. The length, width and height of the flat packaging size need to be the same as the physical item.

week 4: We have a good color scheme. We need to design and sketch in depth to better combine the existing color scheme and design concept.

week 5: All the designs are OK, tending towards minimalist style, but there are still some details that need to be adjusted.

5.REFLECTION 

Reflection on coffee cup packaging design

Comparison between initial design and actual effect

In this coffee cup packaging design, the goal is to spread the brand concept with a minimalist and environmentally friendly style and attract consumers to pay attention to green life. However, in actual effect, although the minimalist design has a sense of modernity, it may be too simple to be distinguished from other brands. Through reflection, it is realized that adding unique visual symbols or color extensions to the minimalist style can better enhance the brand's visual appeal.

Selection and challenges of environmentally friendly materials

During the design, degradable and recoverable materials such as bamboo fiber or degradable plastic were selected to meet the concept of environmental protection.

6.FURTHER READING

Designing Brand Identity: A Must-Have Guide for Brand Teams - Alina Wheeler

This book comprehensively explains the basic principles of brand identity and its importance in the market, with a special emphasis on the role of packaging in brand communication. Through cases and practical applications, Alina Wheeler shows how to create a consistent brand image through design, so that brands can stand out in a highly competitive market. She explores the process of building a brand identity in depth, including the unification of design elements such as logos, colors, fonts, and packaging, helping brands convey unique messages and values ​​through vision and emotion.

Importance of Brand Identity

Through consistent packaging design, brands can convey clear values ​​and enhance consumers' cognition and memory of the brand.

The role of packaging in branding

Packaging is not just a container to protect the product, it is an extension of the brand image. Wheeler believes that packaging design must reflect the core values ​​of the brand, such as environmental protection, innovation or high-end positioning. She emphasizes that design must interact with consumers both visually and tactilely to strengthen the brand's story and personality.

Consistency and Communication Strategy

This book describes in detail how to maintain consistency in the brand identity system, from logos, colors to packaging materials, and each design element should revolve around the brand story and target audience.