Packaging & Merchandise Design: Project 1
Ayshan Mohamed (0346212)
Bachelor in Design (Honours) in Creative Media
Packaging & Merchandise Design
Instructions
Lectures
Lecture: Packaging and Branding
1. Definition & Role of Packaging
Packaging is the container for a product: includes physical appearance, design, colour, shape, labelling, and materials.
Marketing textbooks consider packaging part of the Product element in the 4Ps (product, price, place, promotion).
Primary function: protect the goods inside.
Secondary functions: provide a recognizable logo, visual identity, and support brand communication.Packaging’s role is shifting from “protector” to information provider and persuader.
Used as a sales tool to attract attention, describe the product, and help make the sale.
2. Importance of Packaging & Branding for Businesses:
Attracts Attention & Differentiates
Packaging is often the first interaction a consumer has with a product.
A well-designed package boosts visibility and creates competitive advantage.
Builds Brand Identity & Recognition
Packaging and branding reinforce each other.
Consistent branding across products builds trust, loyalty, and a strong brand image.
Communicates Brand Message
Packaging conveys product information: quality, ingredients, benefits.
Helps align with consumer values and beliefs.
Influences Consumer Perception
Good packaging can make a product appear premium; poor packaging can make it seem low-quality.
Packaging affects perception of both the product and the brand.
Supports Marketing & Promotions
Seasonal or promotional packaging drives excitement and sales.
Can highlight special offers or discounts.
3. Consistency in Packaging & Branding
Brand consistency leads to recognition and long-term customer commitment.
Repetition increases the likelihood consumers will choose the brand.
4. Differentiation Through Packaging & Branding
Why It Matters
Helps products stand out in saturated markets.
Key factor when products are similar, influences choice.
Ways to Differentiate
Unique Design Elements
Distinct shapes, colours, textures, materials.
Example: Method uses ergonomic shapes + bright colours.
Creative Messaging
Messaging that reflects brand values or emotional themes.
Example: Dove promotes self-love and body positivity.
Customization & Personalization
Personalized packaging builds connection.
Example: Coca-Cola’s “Share a Coke” names campaign.
Sustainability
Use of recycled/sustainable materials differentiates a brand.
Example: Patagonia highlights sustainability commitments. Emotional Appeal in Packaging & Branding
What It Is
Using packaging to evoke emotions that create deeper, lasting relationships with consumers.
Attractive packaging can trigger emotions leading to impulse buying.
Methods of Creating Emotional Appeal
Color Psychology
Colours evoke emotional responses (e.g. red = excitement, blue = calm/trust).
Colours should align with brand values and message.
Imagery & Graphics
Visuals can evoke themes like freedom, adventure, warmth, or family connection.
Brand Storytelling
Packaging tells the brand’s story or values.
Example: Fair-trade sourcing stories connect with ethically minded consumers.
Personalization
Personalized details create a sense of being valued by the brand.
Lecture Notes: Box Types & Box Styles
1. Overview
Many box terms are used interchangeably in packaging, causing confusion.
The main groups in packaging:
Folding Cartons, Rigid/Set-up Boxes, Corrugated Boxes, Paperboard Boxes, Cardboard Boxes.
2. Common Types of Boxes
A. Folding Cartons
Also called paperboard cartons or paperboard boxes.
Widely used for light products.
Example: cereal box.
B. Rigid Boxes (Set-up Boxes)
Sturdy, do not fold or collapse.
Often used for premium, high-value products.
Suitable for heavy products needing more support.
C. Corrugated Boxes
Also known as corrugated board, corrugated fibreboard, combined board.
Often informally called brown cardboard boxes.
Structure: 3 layers; fluted layer sandwiched between two flat liners.
Key properties:
Fluting provides strength.
Used as shipper boxes / master packs for distribution.
Also used as primary retail packaging and for POP displays.
3. Box Styles (Folding Cartons Focus)
Most folding cartons share common design elements. The most widely used are tuck-top styles.
4. Tuck Top Box Types
A. Reverse Tuck End (RTE)
Top tucks rear → front, bottom tucks front → rear.
Made with art card: 190gsm–360gsm.
Pros
Cost-effective (fits more per sheet).
Easy to assemble.
Stores flat; quick to load.
Good for light products.
Cons
Not suitable for heavy products.
Less aesthetically appealing (visible raw edges in front).
Used in
Health & beauty
Cosmetics
Pharmaceutical
Electronics
Nutraceutical
B. Straight Tuck End (STE)
Both top & bottom closures tuck front → rear.
Pros
More premium appearance (no raw edges visible).
Avoids interference with front window film.
Easy assembly, stores flat.
Good for light products.
Quick to load.
Cons
More expensive (fewer per sheet).
Not for heavy products.
Used in
Health & beauty
Cosmetics
C. Tuck Top Snap-Lock Bottom (TTSLB)
Also called 1-2-3 bottom.
Bottom closure locks in 3 steps.
Pros
Suitable for heavier products.
Easy assembly & loading.
Stores flat.
Flat bottom sits well on shelves.
Cons
More expensive than bottom tuck.
Slightly longer setup time.
Used in
Health & beauty
Toys
Food
Pharmaceutical
D. Tuck Top Auto Bottom (TTAB)
Bottom automatically locks when opened.
Fastest setup style.
Pros
Ideal for heavier products.
Ultra-fast assembly and loading.
Stores flat.
Flat bottom is retail-friendly.
Cons
More expensive (requires factory gluing step).
Used in
Health & beauty
Cosmetics
Toys
Food
Pharmaceutical
5. Closure Options for Tuck-Top Boxes
Slit-Lock
Friction Fit
Used to keep the top securely closed and prevent bowing.
6. Key Takeaway
Box selection depends on product weight, premium level, budget, and retail requirements.
Tuck-top boxes dominate folding carton packaging, and each style balances cost, assembly speed, and strength.
Project 1: Uncle Jeff Kombucha
Label size:
Large bottle: height 9.5cm × width 18.5cm
Small bottle: height 6cm x width 14.5 cm
Introduction & Brand Background
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| Fig 1: Existing Uncle Jeff Kombucha labels |
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| Fig 2: UJD Logos |
Brand Context
- Product: Kombucha (Sparkling Tea), made with 100% local tea leaves and often uses seasonal ingredients
- Brand Identity: Local, Artisanal, Affordable, Authentic Malaysian-inspired
- Flavour Examples: Includes unique, Malaysia-inspired flavors like Mamak, Bandung, and Kopitiam, alongside traditional options (e.g., Nutmeg)
- Current Challenges: The current label lacks a clear, professional visual identity and does not effectively communicate the brand's core values (local sourcing, artisanal quality) or its unique Malaysian flavor profile
- Goals: Create a label that is shelf-ready, distinctive, and clearly communicates the product's local authenticity, artisanal quality, and unique flavoring to the intended consumer
Target Audience
- Primary Target Audience (Based on Brand Context): Health-conscious individuals and foodies in Malaysia who appreciate local, artisanal, high-quality, and unique food/drink products. They are likely interested in supporting local businesses.
- Secondary Target: Consumers seeking healthier, low-sugar alternatives to sodas and other processed drinks.
Ideation
Moodboards
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| Fig 3: Logo Moodboard |
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| Fig 4: Label Moodboard |
Colour Palette
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| Fig 5: Colour Palette |
Typography
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| Fig 6: Mazurquica |
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| Fig 7: Dunbar |
Sketches
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| Fig 8: Logo sketches |
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| Fig 9: Label sketch 1 |
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| Fig 10: Label sketch 2 |
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| Fig 11: Label sketch 3 |
Prototype
Label Design 1: Pandan
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| Fig 12: Pandan Label Design |
Label Design 2: Teh O Limau
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| Fig 13: Teh O Limau Label Design |
Label Design 3: Rambutan
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| Fig 14: Rambutan Label Design |
Label Design 4: Cendol
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| Fig 15: Cendol Label Design |
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