We had a good look over your initial range of concepts this week as well as cover a range of print and packaging-related basics including: FSC board/papers, definitions related to paper and board [virgin paper, recycled etc], printing considerations - soya and low VOC [Volatile Organic Compounds] inks to name but some.
Below we'll put a few examples of rough concepts in relation to the Weston's brief over the next few days so that both you as a group can see other ideas -and- Ian the Weston's Marketing Manager can get a chance to see where your ideas are going. If he's able then he may come back with comments and suggestions too - which may well help you refine your ideas before the 'prototypes' deadline next week.
Anna Pirvola: 4x Rough Concepts
Anna Pirvola: 4x Rough Concepts
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A.
Straight after receiving the brief I had two main things on top of my head: how to put together a package without using fasteners like glue and how to bring the visual look of it to represent Weston's cider.
I started of by looking at a traditional way to make baskets which is to weave together slides of birchbark. My idea was to apply the technique and create a package that would protect the cider bottles when transported but which would also have a visually pleasing look. Instead of birchbark I could use recycled or FSC cardboard which would make the package highly recyclable or the consumer could reuse the package as a container. However there are problems like: how to include text on the surface and that the making of the package would be quite complex opposed to folding a box together.
I then took up a more looks concentrated way of thinking and focused on getting the package related to the company and the theme (Christmas). On the visit to Weston's I found that the oak barrels seem to be in a central role for the production and as they were also visually appealing to me I wanted to try to include them in to my designs. The barrel shape is almost like a cylinder which resembles the packaging for some stronger alcoholic drinks such as whiskeys and seemed therefore appropriate. However, I would like the package to include 2 bottles as I feel that would be a better number for a cider gift pack.
As I was trying to widen the barrel cylinder design I applied a shape from a package for the Evangelo wine and ended up with a sort of a cardboard carrier bag. The problem with this one, as well as the barrel design, is the second use of the packaging. I haven't developed either beyond just recycling the material used.
After this I wanted to take up another point of view and started the thinking process from trying to include a small gift item. For me the gift had to be something that most of the consumers could use and possibly would but preferably it also had to have something to do with the Christmas theme so that the gift would enhance the seasonal take. I thought about the atmosphere of Christmas and what has Weston's got that would work well with it. Apples are sometimes hung in Christmas trees which I thought might be a good way to reuse the package itself but I wanted to add something to that. I remembered the strong smell of apples at Weston's production facilities and thought that would be a quite nice thing to add to the gift pack as Christmas is also full of scents. This summarized into a cardboard package with separable apple (could be pears for pear cider) shapes including a small aroma bottle to fragrance the apples with. These could then be hung around the house or Christmas tree to spread a lovely scent.
A link for a company which produces organic and English grown & distilled essential oils: (sadly they don't have apple)
B.
Personally I like the last idea with the apple-shapes and an aroma bottle the most. I think it responds to the brief the best as, if kept as a more straightforward box with cut-out shapes, the package would be quite easy to fold together, it could be made out of recycled or FSC cardboard, it would protect the product through transport but also be visually attracting (red round shapes), it has a small gift to upgrade from everyday buys and it could be reused by the consumer at home.
The problem is to figure out how to make the apple shapes easily separable as cardboard is quite thick to cut with scissors at home. My first idea was to have the apples attached to each other from only their edges but that could be too weak to support the weight of two glass bottles filled with liquid when lifted. If the package was made in a factory it would probably be easy to cut a "tear-here" sort of thing to the cardboard but here a solution for hand made production has to be found.
Hannah Potter:
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1. My main ideas for the packaging designs were to try and look into a number of different ways of packaging bottles that other companies had used which were the most successful and suitable to the Weston's brief:
- environmentally friendly/recyclable/reusable/second use
- relatively the same price to produce the packaging as what is currently used
- easy to transport, carry and display
- a packaging design that ties in with the current organic label whether that be through colour/theme etc
2. The idea that I want to develop the most is the square box that opens out to display the bottles inside. I have found a package design that will allow me to do this but i want to incorporate handles into it and include the 'object'. Both the handles and putting the object in are probably the biggest problems i can forsee having to overcome as I want the handles to be in the box rather than something that sticks out and I want to keep the packaging around the bottles as minimal as possible which leaves me with where the object will fit. I am thinking of having a part of the inside of the packaging indented somehow so that the object can be carried securely inside and seen when opening the box.
Peter Fox:
1) My primary goal at this stage is to develop an idea that compliments the general ethos of Westons, along with that traditional feel that still manages to encompass enough of a modern twist to appeal to a broader if not younger end user. Although this can be considered when designing the packaging exterior itself, I felt that the materials used and or/ way it will be constructed will be a deciding factor of the final outcome.
Within my Ideas I have looked at materials from woods and cardboards of various corregation and feel that althought I think wood would suit well, it may be an issue in terms of weight. The other issue I may face with a wood based design would be ease of construction considering it would have to be done by hand at an efficient rate. That being said I will be looking into using different cardboards, folding techniques, and also rope/string based handle designs. Overall I think what I have come with so far is on route but I will have to be careful not to be too ambitious in creating something too complicated and remember that to be cost effective they will have to be easy to replicate.
2) I think with those points in mind, Idea number 4 would be simple to construct using cardboard nets holding 2 bottles and a gift and would be able to store, protect, display and transport them accordingly. My main concern is that it looks too obvious in form but maybe the fact it isnt too differn't could be a good thing. At this stage it's difficult to assess the idea to the full without considering the external design including colours, text or imagery. In my opinion I think it will be best to take a couple of my ideas forward, that maybe offer different features, and experiment with a more finalized visual theme.
Nick Lyons
The 4 rough concepts I have looked at concentrate mainly on the facility to transport.
1.) One design is based on a simple box shape, glue less with two cut outs on the front of the box to show a glass giveaway and the bottle. This design would be wrapped in brown recycled paper with a single vegetable ink print.
2) The second design follows a very simple design idea. A box, which is cut in half to show two lids allows a number of bottles to be stacked vertically, between 1-4, the best solution would be for 1 bottle + glass, or 3 bottles plus a glass. The whole design is glueless with locking sections, secured by a wrap of recycled twine around from top to bottom.
3) The third design I incorporated the wood idea from the visit to CAT. Again in a box form with a removable lid. The box would be constructed of thin plywood with a stencil print on the lid. It would contain 2 bottles, one pears, one apple cider and also a custom bottle opener. The other packaging would be provided by straw within the box, all of course being 100% recyclable. It would not be glued or nailed, but rather constructed in a slotted fashion.
4) The final design followed this principle as well, however the front of the box had a cut out of an apple tree to add detail. The free gift would be to follow on with what Weston's currently offer; adopt a tree.
Number 4 is one of my current favourites to take forward as the actuall box would be apart of the design and look, with the cut out tree showing the products inside, without the need for any additional packagining, this does however mean the bottles may not be that secure. Therefore I am now leaning towards design 3, the cut down box with straw or other padding. I would choose to include a bottle opener as the give away along with the adopt a tree option. I feel this design has the biggest "eco" feel about it and also allows a large area for design on the front of the box. My concern with this design though it keeping the box secure and closed, and may employ some small security seals on the sides to secure the lid. I may also combine the cut out tree with the front of the box. Its shape though does allow very easy transportation.
Peter Fox:
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1) My primary goal at this stage is to develop an idea that compliments the general ethos of Westons, along with that traditional feel that still manages to encompass enough of a modern twist to appeal to a broader if not younger end user. Although this can be considered when designing the packaging exterior itself, I felt that the materials used and or/ way it will be constructed will be a deciding factor of the final outcome.
Within my Ideas I have looked at materials from woods and cardboards of various corregation and feel that althought I think wood would suit well, it may be an issue in terms of weight. The other issue I may face with a wood based design would be ease of construction considering it would have to be done by hand at an efficient rate. That being said I will be looking into using different cardboards, folding techniques, and also rope/string based handle designs. Overall I think what I have come with so far is on route but I will have to be careful not to be too ambitious in creating something too complicated and remember that to be cost effective they will have to be easy to replicate.
2) I think with those points in mind, Idea number 4 would be simple to construct using cardboard nets holding 2 bottles and a gift and would be able to store, protect, display and transport them accordingly. My main concern is that it looks too obvious in form but maybe the fact it isnt too differn't could be a good thing. At this stage it's difficult to assess the idea to the full without considering the external design including colours, text or imagery. In my opinion I think it will be best to take a couple of my ideas forward, that maybe offer different features, and experiment with a more finalized visual theme.
Nick Lyons
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The 4 rough concepts I have looked at concentrate mainly on the facility to transport.
1.) One design is based on a simple box shape, glue less with two cut outs on the front of the box to show a glass giveaway and the bottle. This design would be wrapped in brown recycled paper with a single vegetable ink print.
2) The second design follows a very simple design idea. A box, which is cut in half to show two lids allows a number of bottles to be stacked vertically, between 1-4, the best solution would be for 1 bottle + glass, or 3 bottles plus a glass. The whole design is glueless with locking sections, secured by a wrap of recycled twine around from top to bottom.
3) The third design I incorporated the wood idea from the visit to CAT. Again in a box form with a removable lid. The box would be constructed of thin plywood with a stencil print on the lid. It would contain 2 bottles, one pears, one apple cider and also a custom bottle opener. The other packaging would be provided by straw within the box, all of course being 100% recyclable. It would not be glued or nailed, but rather constructed in a slotted fashion.
4) The final design followed this principle as well, however the front of the box had a cut out of an apple tree to add detail. The free gift would be to follow on with what Weston's currently offer; adopt a tree.
Number 4 is one of my current favourites to take forward as the actuall box would be apart of the design and look, with the cut out tree showing the products inside, without the need for any additional packagining, this does however mean the bottles may not be that secure. Therefore I am now leaning towards design 3, the cut down box with straw or other padding. I would choose to include a bottle opener as the give away along with the adopt a tree option. I feel this design has the biggest "eco" feel about it and also allows a large area for design on the front of the box. My concern with this design though it keeping the box secure and closed, and may employ some small security seals on the sides to secure the lid. I may also combine the cut out tree with the front of the box. Its shape though does allow very easy transportation.
[Andy]
ReplyDeleteSome nice ideas Anna. The natural materials etc - the weaving sounds lovely but I suspect [as you hint] that it's too complexed and time consuming for mass production.
I like the gift idea but I guess I'd point out that it's going to be bought primarily for mature men. It'll be ladies/wives/girlfriends who buy the packs but I suspect not many of the people who buy them will end up keeping hold of them. I wonder if a Westons-badged car air freshener in the shape of an apple with apple fragrance may be a slightly more 'butch' or multi-use variation maybe?
Thank you for the feedback Andy!
ReplyDeleteAnd you're right about the fragrance thing, I did actually think briefly that aromas are maybe a bit womanly but, well, I like it :) And I like the cider as well and I have bought it for myself in the past and I would by it for my friends (think I have actually). But I guess, having in mind what Ian was saying about Weston's target audience, I fall to be an unusual customer for them and I should perhaps look in to car fresheners.
[Comments from Andy on Hannah's sample ideas]
ReplyDeleteI think your ideas are heading in the right direction Hannah. The criteria you list are absolutely bang-on too.
Yes, a box with a window/door over it that 'opens' probably means that no plastics need be involved thus making it slightly simpler to construct. I like the idea of the hidden handles - I wonder though if they're absolutely necessary? Do you think the box might be hard to pick up by the public?
The other consideration are the 'objects' that help 'add value' to the whole proposal. They've got to capture the imagination of the purchaser and somehow tally with the nature of the cider/organic offer.
Hannah commenting on Andy
ReplyDeleteThanks for feedback Andy, I'm glad to here I'm heading in the right direction.
I have attached a link to show the object that i want to use.
It's from a company called green class who collect recycled beer bottles and turn them into glasses. I thought this would be perfect for Weston's as they could encourage people to recycle their bottles back to them which they could then have turned into a glass making it a unique object that promotes their brand and recycles their waste. I have had a look at this companies website and currently they are using a range of bottles but they do do custom work so maybe further down the line i could call them ask them for a quote.
http://www.greenglass.co.uk/cart.php?m=product_detail&p=222&c=1
As for the handles idea- I want to try it out first but like you say it might not be necessary. But i thought this type of handle would make the box easier to carry like a 6 pack of beer that you can pick up and carry.
I am also looking into how to transform the packaging of the box into a small beer rack similar to the idea on the 'designing sustainable packaging' book pg 82- which will hopefully develop as I experiment with the packaging ideas as I want to use cardboard rather than wood. If it doesn't work out then I have plenty of ideas that might.
[Andy Commenting on Peter's Ideas]
ReplyDeleteWholly appropriate considerations Peter.. I think wood may also be a bit too costly in the purse too [sorry, that sounds very 'folkey' - bring back Fairport Convention].. Ease of assembly on a production line and basic designs that aren't too complicated are probably going to be a big issue here too.. Like your idea of 'rustic' imagery that compliments the 'organic' feel too.. Am I hearing a 'woodcut' vibe from what you're suggesting maybe?
By all means take more than one idea forward at this point too Peter. We're not expecting Lego Tecnix next week but it would be interesting to strat to see these ideas become a basic 3D off paper. I suspect it'll reveal other issues too as you make it and as you reflect on it etc..
[Andy commenting on Nick's ideas]
ReplyDeleteThink that you've got some good considerations there Nick and it's clear to see ideas from the sketches - some of which are really good Quality for roughs. I think you'd need to check with Ian whether Weston's would offer-up an 'Organic box' with both Perry and Cider in it or whether they for more specific marketing reasons would normally market perrys separate to ciders..
Like the idea of cut-outs in the boxes but would question the use of wood unless it really added value as I suspect its cost against cardboard may rule it out. You could check with Ian though on this if he were free. Maybe you might get away with wooden boxes if it were easy to assemble/disassemble and had a clear second usage which could be part of the 'value added' idea?