GDES3003: Example Early Student Proof Of Concepts, Nov 2011

Below a set of very early student structural concepts in relation to the WVB eco-packaging brief.

Andreea

[Andreea]

I want my packaging to send the message "dedicated family-run business that's using local resources and makes the best beer possible" to the audience. I will go with a simple material such as cardboard or paperboard, one that is thick enough to be used as a book rest for the kitchen, in which you can place the cooking book (just with recipes that will work with the Wye Valley beer) that's coming with the package, or other books that they have in their house. The design that will go on the package will be the key in order to put across the message.

[Andy]

Yes, like the play on the family-run idea and the 'local ingredients'.. We discussed a possible map showing circles around the WVB head office that give an idea of how local some ingredients actually were sourced [you may wish to talk about the re-use of ex process materials like the mash that goes to local farmers as cattle feed too - poss a link with 'cradle to cradle' there? the link with beer and food is a strong one and interesting - I've popped a few other refs on that idea further down in this post..

Ben

 [Ben]

When constructing my packaging the main things I focused upon was making sure that it was easy to assemble, easy to carry, flat-packable and that it showed off the product through some sort of window design.

For this product, I am working with cardboard so that it keeps with the idea of being flat-packable, cost effective and is widely recycled.

For second uses afterwards I am looking into mixing in pub games into the packaging and as well having some sort of information presented on the box or as an additional item that talks about the mixture of beers and food.

[Andy]
All sounds broadly logical Ben.. The pairing of beer and food is big business and growing in importance too. I've popped some links on comments below to further refs.. Do remember to try and simplify the pack and minimise materials usage where possible - this was one of the challenges last year and one or two came up with unique solutions which trimmed-down the amount of cardboard used [see Anna Pirvola's ideas in this blog earlier on].

Claire

Emily

[Emily]

The rectangular container was merely a test for strong bases for packaging.

However the hexagonal box was looking into ways of creating simple to make net and effective lid idea. I would like to use either a lightweight wood or cardboard for my ideas, with typography as the secondary elements of my work.
 

Finally, I would like my packaging ideas to have a second use of; a game design - hexagonal box, or a strong storage device or grow box in a shed - wooden container.

 [Andy]

The idea of the hexagon is nice Emily.. It's a tremedously strong shape [with stacking and transportation in mind] and you could rightly site influences from many related genres including sustainable architecture via Buckminster Fuller. Like the second use idea - fitting it all in is going to be a challenge I suspect but some good initial thinking..

Gareth

[Gareth]

I wanted to focus on the accompanying of beer alongside food a I felt it was a good USP, and gave a reason to buy it that potentially covers the whole audience. Those that enjoy cooking and those that enjoy the products within. I was inspired by how some hampers are put together, and found it useful considering the different sized and dimensions of the products being packaged. I also like the natural, handmade feel that they give you, which I feel ties in very well with/and can reflect the breweries ethics, and compliments the whole eco-friendly natural vibe. 

When it comes to the secondary purpose I was going to include two main things that will be beneficial to the customer and support the beer complimenting food aspect of my idea. In the lid of the packaging will be a book with recipies and meals inside that gives the customers insight into what you can make with what products, as well as enticing them to buy more products in order to cook other options suggested in the book. The box itself, in an attempt to cause no waste at all I thought about the top of it folding down into the bottom to complete it and make three storage containers, for Tea, Coffee and Sugar for example (but am still working out how to accomplish this). 

I'm still considering the design on the packaging, but I'm sure it'll be made of some form of card and possibly rope or such like to tie the box together as well as act like a handle for both uses of the packaging. This in keeping with the eco-friendliness of the packaging and the rustic, natural, handmade feel to the whole concept.

 

Gemma

[Gemma]

I went with the slightly more complicated design due to its interesting flexibility and features. The construction is relatively simple and only one side needs a bit of glue (this will be modified to use no glue but is still under construction) If the glue was a must then it would be made from non toxic substances such as rice, wheat flour or liquid glycerin.

The main material will be cardboard. Due to the flexibility of the box it can have a number of secondary uses. It can be a double picture frame - you see a different image depending on which angle you look at it, perhaps a collector edition series - history of the brewery in images. Another secondary usage would be a pan cooler for the kitchen. The sturdy triangular shapes hold well when heavy items are placed on them and the holes that were used previously to see the products now double up as ventilation. 

Harriet

Ida

Kashka 01

Kashka 02

[Kashka]

• The structure characteristics of my gift box are:
  
• The box will be MOLDED using sustainable material: paper pulp. It is easy to generate as well as there will be no need for glue. The construction will be sturdy and safe during transportation either from manufacturers of after client's purchase, as well as easily stacked on top of each other.
  
• The box will be designed in a way that it will accommodate 2 bottles of Ale and it will be interchangeable between either ketchup (LONG) or mustard (WIDE) condiment - therefore there will not be a need for another design of a box.
  
• The box in its primary construction is already sustainable but further it will have secondary use. It can be reused in a variety of ways: Planting box impregnated with seeds like flower seeds, herbs, hops , etc.  Rather than using ink on the box itself, the box will have sticker ( to give clean and premium look) at the back with information - that could be a recipe incorporating included condiment, which you can collect (stick it in your scrap book), or information on how to grow hops, etc (to be considered at the later stage).

[Andy]
Love the potential re-use re planting/garden. I recall a similar idea with a beer set by St Peter's Beer in which they did a 'garden gift set' - the perfect combo for grandpa or dad's allotment etc.. Be a little careful about how many things you try to squeeze in to the set though - you might run the risk of over-cooking it a little. You could poss use garden twine in some clever way to act as a packing material too I'd guess either loose or via roll[s]..

Laura

Lizzie

Nathan

Nicole

[Nicole]

Initially I have been trying to create a unique beer-box shape that has a premium feel and will stand out on the shelf.

I am looking to incorporate Wye's proverbs, recipes, food pairing suggestions and dominoes in to the design by combining print, embossing and cut outs (die cut).

I have been looking into 'multi-sensory purchasing' and how these days it isn't enough to just have standard packaging for products in a competitive market.  It is now important to differentiate the brand and this can be done by engaging not only the customers vision which accounts for around 60% of the customers decision making process, but also their other senses such as smell, sound, taste and touch.  Sound and taste could only be experienced whilst sampling the product however I think it might be possible to engage touch and smell into the packaging perhaps by incorporating the scent of the hops and I am looking in to manufacturers who can create this type of packaging - although I don't know at this time how long the scent would last if the cardboard was impregnated with hops, they might have to be in a small container with a 'room freshner' style top that can be opened/closed and touch could be satisfied by adding texture of some sort.  To be continued...!

[Andy]

Clever idea to think in terms of multi-sensory Nicole.. you might consider trying to contact Roger Proltz who writes for CAMRA [Campaign for Real Ale]. He's very much involved in the pairing of beer with food etc and may have a unique perspective on beer marketing and ideas to evolve it further etc..

Rebecca

[Rebecca]

The construction was based off of a 3DS box design of how it uses small slits to hold fold overs for the sides strength. I was looking at different visuals for a way to carry the box, as well as using the shape and size of beer mats so the pieces that get taken out on construction are put in as part of the gift box. The material I am considering using will be single wall corrugated cardboard. The secondary use for this I am considering at the moment is a dart board.

[Andy]

Like the dart-board idea.. I guess the challenge is to create a design that will last a few darts games [as is cardboard] or maybe you could trade on the idea of 'emergency dart board' maybe? I've seen roll-up dart boards that may act as further inspiration..

Rhys

[Rhys]

My package isn't cleanly perfected but the whole general idea is that as I explained before on the illustration, (above), I included some holders both interior and exterior to hold the primary products in the interior, (Wye valley bottles and condiment), the exterior having other secondary products, mostly beverages. I constructed the package into the shape of a cube and not into a cilinder shape that is supposed to resemble a cask, however the only material I managed to get at this point was a thick double layer of corrugated cardboard not the thin one which is ideal for bending, however this had to suffice for now. It was hard to bend and with the concern in mind that I risk the material breaking from bending it too much which I did, also the problem figuring out the net design for the package into a cask shape, I thought that I construct my package into a cube for now. I may experiment with different material as there are probably easier material to make the package. I included another use where it can carry other beverages which is what the grips are for on the outside and the rope attached to carry around, therefore easier to transport products.

I haven't given up on the idea of designing a cask shape package but with a little more time I can figure out the right net design to construct it from and the package is simple enough in terms of fitting each part together as well.

I haven't thought what typeface and color I would use yet but I plan to make the packaging aiming towards the female audience so that this is can be bought as a gift.

Rosanna PC

[Rosanna]
I really wanted to use the triangular shaped packaging as it is quite different and unique. Moreover, the triangle is a part of their logo (which I will use on the front with WV cut out to reveal the condiment inside.  I also wish to take advantage of the cardboard to build a ludo board with coasters and from the coasters the game’s counters would be popped out.  I really wanted to put the punched out card from the front windows to good use so  I decided to use the recipe card idea as it will be appealing to both men and women. Especially if it is mostly women buying these as gifts for male family members or friends. There would be a variety of recipes available to collect, which would make people go back to buy more. ALSO, because they are using beer as an ingredient…you will need to go back and buy more eventually (to drink and cook with!). So it keeps the customers coming back to buy the beer even after the gift set is no longer available. I thought this aspect was quite important to include as WVB was very specific about wanting beer to be food matched more and become an appreciated culinary ingredient too.

[Andy]
Yes, like the pairing of food and beer idea - think WVB are keen to look more into this area too.. I think the variation of recipe cards could well generate repeat purchases too - which I'd guess is very desirable for WVB. Like the idea of trading on the 'V' shape too in the logo..

Sami Dore

Vicky Harris

[Vicky]

I wanted to stick with a basic shaped box as i feel this can be flat packed more efficiantly, although i really need to scale down the materials used as its a bit bulky with lots of space around the contents. I would like to incorporate the print style from the hessian sack which is on the wall in the brewery. This would be for decoration and would only use one colour. The Hop leaf die cut,  could be pushed inside rather than cut out altogther to allow for a second use recipe card holder/stand.

[Andy]

The hessian sack idea very much resembles the hop sacks we saw at WVB when on the visit. It's a good 'rustic' look and feel - shame really that combining small hessian sacks and bottles etc isn't an easy one. Seeing the product[s] is all important in this equation.. Like the simplistic 'hop' drawings though - this seems to tread that fine line that is potentially attractive to both the female purchasers and the male receivers of the gift pack. Yes, minimising the use of materials while still enabling transport and effective display on the shelf is an important consideration too.

Vicky Holdford

Vishnu

Zoe

[Zoe]
I chose this design because it is simple, can be easily transported, flat packed and easily assembled by hand with no glue necessary. It also has a handle (which is better than the current plastic one that the brewery have on their packaging) and this makes it easier for customers to carry and would save using a carrier bag. I will also have three pop-out pieces that will be beer mats.

The final piece will be made from recyclable card and I'm hoping to have minimal printing, keeping the natural colour of the material.

[Andy]
Simple but effective basic considerations Zoe.. Like the fact that you're thinking about minimising print considerations. It's often a challenge to do this and remain dynamic and effective but Hannah Potter [see bottom of the post] did some effective ideas last year. Do remember to try and minimise the amount of packaging used where possible too - as I mention with Ben at the top of the blog there have been ideas which have done this quite nicely while still allowing easy assembly and transportation etc..