Packaging Design and Communication – Week six

Structural Packaging

Can your design be produced? – Packaging Production

Consumer Packaging – making something physical rather than something digital.

Digital to Manufacturing – Technology has evolved in such a way where, in what used to be a traditional way of designing, is now very much digital all the way up to the production stage. So, it’s critical that, as designers, we understand how to translate from our digital designs to the 3D world.

Our designs need to be able to translate from digital to physical in the way in which we envision it. Or we will create an unprintable design.

Its important to have the knowledge on packaging production as a designer, as not only will your designs will work, but you can communicate any issues or solutions to the production team.

Some elements which can be used in packaging production are:

  • Flocking – applying small fibre particles onto a surface, this will achieve a fuzzy suede texture
  • Embossing – creating raised or recessed designs into the packaging
  • Silk screen – a mesh sheet is used to transfer ink onto the packaging

The packaging can be a collectable item, it doesn’t have to be something which we throw away. Especially if it’s done successfully and has a reusable purpose.

Egg drop challenge

The egg drop challenge involved creating protective packaging for a raw egg, in which it could be dropped from several different heights without breaking.

Our group first looked into if using a square packaging or cylindrical packaging would work best, deciding that cylindrical packaging would assure that if it rolled onto its side from the fall it would lessen the impact by rolling.

I knew that sitting the egg up works best, as the two points on the bottom and top are its strongest (I have three chickens). So we worked on adding structural integrity with crumpled paper and straws.

Unfortunately, as the photo and video shows, our packaging didn’t last. The main issue was that the bottom, which hit the ground, was too harsh.

Mad Passion redesign – Assignment 1

Working on the next assignment, I wanted to find out more about the logo and what it meant to Tresna, the owner. She explained that it was painted by her son, and for her it symbolises:

  • The love of family
  • The calmness of nature
  • The natural ingredients in the products

These points help solidify the direction I would like to work on with the re-design. Putting a spotlight on the values of the brand.

Packaging Design and Communication – Week Five

Sustainable Packaging

What makes Sustainable Packaging?

  • It doesn’t leave an ecological footprint or leaves a small ecological footprint (An ecological footprint is the impact humankind leave’s on the earth, in term to the use of resources and the way we dispose of the end product).
  • Packaging which is, in some way, recyclable and/or reusable.
  • Using a minimalistic design, which optimizes the smallest amount of packaging.

Types of Sustainable Packaging:

  • Bamboo
  • Corn-starch cardboard
  • Cardboard
  • Recycled plastic
  • Recycled glass
  • Mushroom packaging (mycelium)
  • Seaweed packaging (gelatinous agar)

Reduce – Replace – Rethink – Reuse – Return – Recycle – Recover – Renew – Remove

Thinking outside the box: unwrapping a massive packaging problem – Reflection

This Guardian article discusses the issues with online shopping in terms of mail packaging and sustainability. As it may be travelling interstate or globally, the packaging needs to protect the product inside, but this can increase the percentage of non-recyclable waste produced. An example of this is the use of single use coffee filters, which often are not recycled appropriately as the common consumer doesn’t know how or doesn’t bother to.

This shows that as designers, we need to be aware of these issues. If the packaging needs extra care when being recycled, we can incorporate instructions into the design or find other solutions. Like double use objects or collectables, to encourage consumers to keep their packaging.

The article brought up the important point, that although, in the end, it is up to the consumer with how they dispose or recycle their packaging. It is the responsibility of the brand to give them the opportunity to do so.

Materials and Manufacturing for Global Markets – Reflection

The CNBC video discusses the eCommerce market, and the use of corrugated cardboard boxes in transporting packages. Particularly with Amazon, as they are the largest market for cardboard shipping boxes. There has been a substantial growth within companies for cardboard packaging in the shipping box market. This has brought up the issue with the companies carbon footprint, if the cardboard box needs to evolve or go.

Amazon has started using less boxes and different types of packaging. Such as the frustration free packaging – which is packaging used from recycled packaging. Which is now reducing packaging materials, so eCommerce can be the most sustainable course for packaging. They are also using flexible plastic packaging for smaller products.

In relation to my next assignment, I research ‘zero waste’ skincare brands. To use as inspiration for my own skin care redesign.

Flora and Fauna

Flora and Fauna markets itself as an ‘all-natural, vegan and organic’ skincare distributor. They sell an extensive range of skincare products, such as moisturiser, facemasks, toner, cleansers and skincare applicators. They have partnered with Terra-cycle, so customers can return their empty packaging to Flora and Fauna and they will reuse non-recyclable packaging (such as melting down the plastic and using it for other objects). Some brands that they sell are; Acure, Dirty Hippy Cosmetics and Sukin.


 Biome sells such skincare brands as; The Physic Garden and Noosa Basics, but also sells their own brand of skincare. Their brand identity is ‘100% plant, ocean and earth’. Their toner’s in particular are marketed as 100% one ‘naked’ ingredient such as witchhazel or rosewater. The toner packaging is glass bottles, and they promote their naked beauty store which you can re-use the packaging.


Lush markets itself as fresh, handmade cosmetics. It is the most well-known of the three skincare brands. Lush have opened store fronts called ‘naked stores’ around the world, promoting the use of zero waste products. Their toners are marketed without packaging, to use their ‘toner tabs’ you drop them into a bowl of hot water. They also list all their ingredients in an easy to read format and identify which are natural and which are ‘safe synthetics’.

BMW Car Wrap Presentation

The BMW car wrap presentation was on Friday the 6th of September, it discussed exactly what was needed for the competition and explained BMW’s brand identity. They discussed the importance of ‘Premium mobility solutions’. Some elements were:

  • Athletic elegance
  • We design more than cars, we awaken passion
  • We inspire people on the move

The theme for this years BMW car wrap competition is the Bauhaus Movement. The 20th century movement covered a range of creative mediums; from visual art to furniture design and architecture. It originated from 1919 Germany by Walter Gropius.

An artist I’m particularly inspired by is Wassily Kandinsky. A Russian painter and one of the pioneers of abstract art. Two of his painters are seen to the left. His artwork interested me as I find his use of colour and flowing shapes not only aesthetic, but also a technique which could translate well to the curves of a BMW car.


Nuwer, R., & Kho, J. (2014). Thinking outside the box: unwrapping a massive packaging problem. Retrieved 6 September 2019, from

Flora and Fauna. Retrieved 6 September 2019, from

Recycle. Retrieved 6 September 2019, from

Williams, D. (2019). Lush store investments and innovations bring strong year results. Retrieved 6 September 2019, from

Rolfe Classic BMW Car Wrap Competition — Design Canberra Festival. (2019). Retrieved 6 September 2019, from

Borteh, L. (2010). Bauhaus Movement Overview and analysis. Retrieved 6 September 2019, from

Pellerin, A. (2012). Bauhaus – Art as Life. Retrieved 6 September 2019, from

Packaging Design and Communication – Week Four

Presenting Skills

  • Fake it
  • Remove the emotional side when presenting work, accept criticism (not personally) as it will help you in the end.
  • Prep –
    • A summery of key points (structure to the presentation).
    • Practise and practise – it’s a confidence booster when you know your presentation in and out.
    • Make props – do mock-ups and large sketches.
  • A pitch in the real world: Research who is in the room (who are they, why are they there, what do they bring, what do they want to hear from you?).
  • Accepting and giving critique –
    • Assess flaws in the design.
    • Identify the good and the bad (a feedback sandwich: positive, negative, positive.)
    • Analyse brief and how it came cross.
    • It’s a new perspective on the work.

Is the print production technique successful in appealing to the target market, and why/why not?

Looking at three packages with different techniques; e.g. embossing, foil stamping and die-cutting. I will analyse the products in terms of the target market. I focused on cosmetic and hygiene packaging, as the market is overflowing with competing brands. So the individual product must stand out and have great shelf presence.

BYS Cosmetics – Embossing

BYS Cosmetics is a makeup brand commonly found in Kmart and Target, its a inexpensive brand targeted towards young women and teenagers. With eye shadow pallets called ‘Berries’ and ‘Fierce’.

The packaging incorporates metal embossing on the lid, extruding the wording to give a 3D effect. This gives the packaging a unique and eye catching effect. It also makes it look more expensive, which attracts consumers.

Only Good – Foil Stamping

Only Good is a New Zealand all natural skin care brand. They have skin care, baby care and hair care ranges, all vegan and cruelty free. Their target market are those who are interested in cruelty free, sustainable products, their pastel colour scheme could be marketed towards young people.

The packaging incorporates a gold foil stamping effect on the logo, on both the plastic and cardboard packaging. This gives the packaging an edge, as it stands out on the shelf and in photos.

Chanel perfume – Diecutting

Chanel is a prestigious and expensive perfume brand. Their target market are women who are looking for a high end elegant perfume, although Chanel cosmetics are marketing towards young women.

Their complex diecut boxes give the user a experience, which is what they expect for such a high end product.

Paint brush Redesign

The challenge was to find a paint brush from Bunnings, $5 or under, and redesign the packaging for it to increase the value of the product. My goal was to redesign it in such a way that you could potentially double the price without the re-branding process costing the company substantially.

My process went as follows:

  1. I bought a $3.90 ‘wall brush’ by Uni-Pro. I then examined the other paintbrushes on the shelf around it. Focusing on the expensive brushes, to figure out what the competition is and how I can give my re-design the design face lift.
  2. I created a mood board for the ‘brand identity’, focusing on buzz words such as; Red, vibrant, family and home.
  3. I brainstormed a list of words and typography; using the same buzz words for the mood board and expanding them. Working on the pretence that the target market are average families and adults working on home projects and painting houses, rather than the professional.
  4. I then worked on prototyping, working with the key points I wanted to fix, from the initial analysing of the brush. These were; adding an open window so the customer can touch the bristles, simplifying the design – hence making it sleeker and more modern, using the buzz words on the back of the brush (such as ‘Tapered filaments for a super smooth finish’ which makes it sound more prestigious and professional). I also decided to keep the red and yellow colour scheme, as it is eyepopping and bold, hence giving the small product solid shelf presence.
  5. From the last stage, I melded my favourite designs into one mock-up. I took away the UNI-PRO logo from the packaging, as it is on the brush itself. Instead translating it into the cut-out window. I also followed the flow of the lines into the packaging’s visual design.

All of this was done traditionally, as I found it helpful to work with a pen and pencil format for this week-long project. The next stage would be translating the design digitally, which would open up new problems and solutions, and working on the back and sides of the packaging. I also planned, in my final design, to flip the brush itself and take away the tab, instead hanging the brush from its handle.

Mad Passion Redesign

Looking at other skin care brands, I found three popular face toners. All from well known brands, but all at different price points. This will give me a good base to work from when redesigning my next assignment, which is the ‘Mad Passion’ Witch hazel and Lime Toner.

Some common factors in all these toner packaging designs are:

  • All have a basic colour scheme – of one or two colours (including the colour of the bottle.
  • They all have a flip top instead of a spray – some people prefer spray as its easier to use (you can just spray directly onto your face instead of dripping the toner onto a cotton pad and wiping). But with the flip top you are saving more product.
  • Commonly they have a simple and clear design on the front label.

Key Points for my redesign:

  • Digitalise and modernise the logo – it’s such a nice logo but at the moment it’s getting lost due to lack of structure to the label and poor printing.
  • Use recycled glass bottle – less of an important point, but I would like to find some companies which supply bulk recycled glass for low cost as a reference point.
  • Clear labels VS stickers – can I find a sustainable clear label?
  • Label for the front and back – put product information on the back.
  • They put it in a separate bag – add another outer packaging for the product, to protect the glass. Which will make it look more expensive and prestigious than changing the bottle to plastic.

Below to the left is the mood board for the brand identity, which I am exploring. I want to focus on a feminine/androgynous feel, as there are the floral symbol and the warm pastels.

Below to the right is the mood board for other toner brands. So I have a sense of the market and the competition. I will continue to reference it as I progress with the design process.


BYS, Retrieved 31st August 2019. From

Only good, Retrieved 31st August 2019. From

Packaging Design and Communication – Week three

Packaging Redesign

Rebranding in Package Design

Why would a brand redesign their product?

  • To have a brand ‘revamp’ – to make the product more interesting.
  • To make the packaging more sustainable or recyclable.
  • To maintain a position on the shelf and in marketing– if the product has gone stagnant.

What a brand wants a ‘refresh’ for their product – what does this mean?

  • To have a change, to gainer more interest from potential customers.
  • To make the packaging more modern – to make the product look new.
  • Just to make tweaks, to change the ‘feel’ of the product.

How and why do designs go out of style?

  • Trends change.
  • Technology and cosmetics progress and evolve.
  • Design and typography go out of style.

Isn’t it our job as designers to design things to be timeless?

  • We can only give an independent point of view, what the mass market wants at the time.
  • Elements which we identify as ‘timeless’ can evolve into cheesy or bad.

Can a good design still need an update – or is that a sign of a bad design?

  • Different industries have different needs; such as the food or technology industry is always changing, but the fashion industry is built on a heritage.

You need to do the research in what the customer wants, you can’t just change an established product without thought.

Packaging Redesign Reflection– Lynda

  • Diet Coke Redesign – Coca cola wanted to capture brand loyalty for a younger generation, while keeping its older market in mind. They wanted the brand to be more relatable, using a sleek design with new flavours. Using a highline to represent motion, a strip of colour and a taller and skinner can – Coca cola could gain interest from a range of consumers.
  • Logo’s are the foundation for the brand identity – it helps the consumer relate the product to the company and the brand. But design elements can also help strengthen the connection E.g. Apple’s packaging design can be connected to apple without the logo (simple colour apllet, sleek and modern design).
  • Audience recognition is an important element to keep in mind when doing a redesign – what is the brand identity and how does the packaging need to convey that?

Young guns season 2 – Packaging redesign

Young guns season 2 critiqued young designers from all over the world. Some points which I took from the videos were;

  • When working on food packaging, some important elements to incorporate into your design process are; does it have appetite appeal, does it have shelf presence, does it highlight the products features and is it appropriate for the brand/product.
  • Be aware of how the consumers view packaging in store; what pops out to you, how do you make purchasing decisions based on value?
  • Who is the intended user for the product and how does that correlate with where the packaging sits in store?
  • People don’t buy what you do, they buy how you do it.

I have found these design challenges really helpful in understanding my own design process and what I need to improve on. I find that I spend too much time on some parts of the process and don’t enough time on others – I spend too much time in the research time and not enough on the prototyping/brainstorming stage.

WAGG Dog food redesign:

WAGG, an Australian dog food brand, had a massive redesign in 2018. As defined by Packaging Europe, this redesign was due to the brand wanting to strengthen their brand values and displaying a ‘prestigious style’ in a low-cost product for the common consumer. Their old packaging displayed different species of dog for each flavour, with a bold bubble font.

Some positives with the new packaging was:

  • A sleeker and more modern look.
  • The lack of one species of dog makes it seem more inclusive (for every dog).
  • A bright bold colour scheme, which gives the product an eye-popping shelf presence.

Some negatives with the new packaging was:

  • Besides the dog tail and the connotations to the brand name ‘Waggs’; the product doesn’t come off as a dog food brand as well as the old design.
  • The information on the bottom of the packaging is laid out in a way similar to wine or coffee.

Chobani Greek Yogurt Redesign:

In 2007 Chobani Greek Yogurt was launched; and in preparation for its 10-year anniversary, the brand launched a packaging redesign in 2017. The new packaging was designed to give the brand a traditional look, which in turn would give it heritage and prestige. Out of the three packaging redesigns here, this rebranding is the most successful.

Some positives with the new packaging was:

  • The layout of elements meant that the first thing customers spot is the Chobani logo.
  • The typography change not only gives the design a more traditional look, but the chunky, smooth serif also helps convey the richness of the yogurt – rather then the bold and clunky old font.
  • The water colour strawberries give the packaging a homier vibe, rather than the cliched photographed strawberry on the old packaging.

Some negatives with the new packaging was:

  • Taking away the red band on the top can be a risk to shelf presence, as the new packaging doesn’t pop out on the shelf as well.

Tropicana redesign:

In 2009 Tropicana redesigned its packaging for a more modern look, however the rebranding was a huge failure and they reverted back to the original packaging after many customers rejected the new brand design.

Some positives with the new packaging was:

  • The orange cap is a creative feature (with not only the colour but also the texture of an orange replicated), which helps signify that the packaging is orange juice – however it is not obvious and can be missed on first inspection.

Some negatives with the new packaging was:

  • They lost significant money due to their brand redesign, this was because the new design took away from brand loyalty.  
  • Taking away the orange imagery from the front of the design meant that Tropicana lose the connotations from that.
  • Although the new typography is more contemporary, it loses its brand identity due to design and layout. As, at first glance, the juice doesn’t convey that it is ‘Tropicana’.

Redesign challenge:

Find a product under $5 from Bunnings – get a paintbrush – have a look at other more expensive packaging

  1. Start with an image/s – for inspiration Mood board – three/four images
  2. Come up with words from image – 50 words
  3. Pick a type Face – typography 50 professional
  4. Start sketching – making prototypes – using boxes and cutting them out and adding things to them. 50
  5. Pick best sketch – best prototype – top 3 of different sectors (bespoke, commercial, experimental)
  6. Colour choices – colour theory – find all colours which aren’t right – find specific colours
  7. Start exploring packaging designs – explore what goes into the package (pricing, place)
  8. Add finishing touches – mock-up


Wagg Foods. Retrieved 19 August 2019, from

Robot Food rebrands Wagg. (2018). Retrieved 19 August 2019, from

Chobani. Retrieved 19 August 2019, from

Mohan, A. (2019). Chobani stays on top by staying in front | Packaging World. Retrieved 19 August 2019, from

Tropicana. Retrieved 19 August 2019, from

What to learn from Tropicana’s packaging redesign failure?. (2019). Retrieved 19 August 2019, from

Packaging Design and Communication – Week Two

Local Product Packaging


This week we focused on starting our redesign assignment, looking at local designers and distributers in Canberra. I focused on the Wanniassa Markets, as they are local to my area. Besides exploring and analysing local artists; I also found that, although the shop front was homey and interesting, their packaging wasn’t well developed.

The products I bought came in plain paper bags. Depending on my time frame, within the first assignment I would also like to work on developing packaging for the Wanniassa markets, in which they can use it for marketing and promotion purposes (e.g. as simple as a more structural paper bag with their logo, or as complex as a fabric keepsake).

Local packaging design:

Industrial design – SKEEHAN

Use sample kits to attract new business, with interesting packaging. For small business, packaging is often overlooked and neglected, due to costs and time.

For small studios, it’s important to look for cheat sheets, ways to get products out quicker and save money and time.

Fountain sauce:

Sauce bottles went from glass to plastic. A new bottle means a fresh face. But there are a lot of barriers; one which has to do with the engineering side of production, eg. Blow moulding. Due to no preservatives in the Fountain sauce recipe, they had to heat up the bottle more which didn’t work with some common bottle shapes. They also want the plastic bottle to match how the glass bottle looked, as there is brand identity and history in it.

Packaging techniques:

  • 90% of the time, the box you’re thinking of has already been designed. Look for shortcuts.
  • Design isn’t just the most important element – we also have engineering, machinery, packaging, that all goes into it.
  • Elements of design can make products looking more ‘prestigious’; such as gold, medals, and using French – what can you do to make a product look ‘more premium’.
  • Many kid’s cereals have cartoon characters looking at the cereal, adult’s cereals have a healthy, conventionally attractive person looking at us.
  • Companies pay money to get shelf presence – for the perfect height, for the brands close to it.
  • How is the product packaged – how the customer interacts with the product?
  • Banana is Pantone buttercup 12-0752 TPX – better chance of buying the product – the colour that is perceived as fresh. Farmers manipulate their produce.
  • By knowing how things are made – this will help us construct concepts.

Young Guns packaging challenge

The Young Guns redesign challenge focused on 5 young designers around the world (India, UK, NJ, US and Egypt), who needed to redesign the packaging for a $10 or under pharmacy product. They could change the colours, logo and images/graphics. But must keep the typography.

The designers choose items like soap, toothpaste, lotion, lozenges and antifungal medication. They focused on design elements like; element and typography hierarchy, key traits, logo re-design and typefaces. The process started with traditional sketches, which then translated into digital design. Some designers focused on a functional design, while others worked with a loose design (with no master grid).

In the critique process, the judging criteria went as follows:

  1. Brand integrity and product positioning
  2. Shelf presence
  3. Improvement
  4. Clarity and communication

This criterion was really helpful for the next assignments in this unit, as it helps give a base to work on when designing or redesigning packaging.

Some critique the judge gave to the young designers, which is important to keep in mind when designing my own packaging, was;

  • ‘What do we need to communicate?’ Figure out what elements are important (for not only the design, but also the information about the product for the consumer) and how you are going to display them. As well as the relationship between the elements.
  • Bold colours on the packaging give better shelf presence. (‘customers look for distinguishing marks on packages’).
  • A simple, clean layout can read really well.
  • ‘Feature the unique parts of the product’ When changing logos, be careful if you are taking away or translating information, this taking away brand equity.
  • ‘Highlight the unique features of the product’ Is there unique elements which need to be highlighted or solidified.
  • When designing a packaging don’t just think of it as a 2D design, but as a 3D object. How can you elevate the design in a 3D form?
  • Push the boundaries of design
  • Use gridlines to help you design!
  • Rules (lines) can help group pieces of information together.
  • If the product is beautiful – don’t hide it with packaging. With Premium products – less can be more.
  • Look at other products which relate to your redesign – especially those which are more premium as that will help how you can elevate your design.
  • ‘Tie designs together’ choose an aesthetic and extend it through the design, which will tie the elements together.

Visit to retailers of local designer goods: The Markets Wanniassa

Item 1: Ladybird Essentials – Skin Food Balm

 Lady Bird Essentials make a range of natural skin care, including scrubs, balms, and moisturisers. They’re packaging is simple, different sizes of metal tins with a rectangle sticker on top. Their logo is their brand title in cursive typography, with a small lady bird attached to the ‘L’. The identity of ‘skin care’ isn’t articulated well in the packaging; even the title ‘Skin Food Balm’ on the tin leaves some room to wonder what the product is used for exactly. There is a QR code provided. The target market are women interested in natural skin care. Their stickers could be redefined to be circles to fit the tins, which would not only give them more room and clarity with their design, but also offer space to specify each product. They could also branch out into glass packaging, which is popular with other high end skin care brands such as La Prairie and Herbivore skin care.

Item 2: Enigma Fine Chocolate – Madagasca Dark Flower

The Enigma Fine Chocolate was perceived to be the most problematic when it came to packaging. Despite offering a range of beautiful, fine, chocolates; the packaging was a plastic satchel. A few of the products on the shelf were chipped or broken because of this. Even when purchasing one, the store clerk exclaimed that they were very nice as someone dropped one and broke it, so he gave them another one and he got to consume that one.

The product itself has a solid brand presence, the logo and the website are professional and relate back to the idea of ‘handmade artisan chocolates’ which the brand is promoting. I feel like their packaging is the only thing lacking. Their target market are chocolate lovers.

Item 3: Mad Passion Skincare – Lime and Witchazel Toner

Mad Passion Skincare offers a range of skin care products and bath products, including; foams, toner, bath bombs, scrubs and more. The website displays their brand logo well, but the logo gets washed out on the packaging itself. The pink/purple/blue colour scheme appeals to their target market, which are women who are interested in skin care. The glass bottle appeals as it looks more expensive and prestigious than plastic. But it is also more breakable. If I were to take this brand for the re-design assignment, I would want to work on a outer protective packaging as well as the sticker design for the bottles.


SKEEHAN. (2019). Retrieved 19 August 2019, from

Fountain Tomato Sauce a Recipe for Success. (2019). Retrieved 19 August 2019, from

Australian Ladybird: Home. Retrieved 19 August 2019, from

Lavender and Lace Cakes. Retrieved 19 August 2019, from

Enigma Fine Chocolates. Retrieved 19 August 2019, from

Mad Passion Skincare. Retrieved 19 August 2019, from

Herbivore Botanicals. Retrieved 19 August 2019, from

La Prairie. Retrieved 19 August 2019, from

Packaging Design and Communication – Week One

History of Packaging Design

Perception of freshness

Glass VS plastic in relation to the perception of freshness. Particularly in regard to the Moccona VS Nescafe brand identity and marketing. Glass is more expensive than plastic to make; the plastic lids Nescafe use are also more airtight thus leaving their product ‘fresher’ for longer. But glass has a perception of prestige and heritage to it, in Moccona’s case. So, although their packaging is more expensive to make, they gain customers due to their product looking more exclusive and luxurious.

Brief History of Packaging

  • Packaging started with food and water, specifically how to transport such goods.
  • The first packaging was gourds, leaves and logs. Ancient Egyptians invented glass water pots.
  • Ancient China invented Paper making – which is the first flexible packaging.
  • Canned food originated from when Napoleon needed preserved food for his soldiers.
  • The paper bag machine was invented in 1844 by Francis Wolle.
  • NABISCO used the first folded carton.
  • The Kellogg brothers popularised cereal in cardboard boxes.
  • Clarence Birdseye invented frozen food packaging after learning techniques from Inuit and Yupik people.
  • Tin cans in 1935 needed an opener, hence in 1959 the aluminium can with a pop tab was invented.
  • In 1946 the first plastic bottle was invented – as it is strong and recyclable.
  • By 20th Century packaging is an important branding and design element.
  • In 1860/s brands started using multi-use packaging, e.g. a tobacco tin/picnic basket.
  • Smith brothers cough drops added branding on their packaging in 1866.
  • Before the 1890’s, brands had regional presence, but then Uneeda Biscuits promoted their products nationally.
  • Coca-Cola created their distinct bottle shape so customers could identify them in amongst the copycats.
  • In 1946, P&G launched the Tide brand with bright colours.
  • In the 1940s, flexographic printing gave brand designers the means to create bold designs.
  • Campbell’s soup packaging designs inspired painter Andy Warhol in 1962. Walmart and Costco launched ‘premium’ private brands in the 90s.
  • In the 1990s, Nutrition Facts appeared on packaging. In 2010 the barcode was influence by the Digimarc Barcode.
  • Today – packaging is embracing innovation.
  • Too much packaging is not sustainable, which is why its important to design packaging which is recyclable.
  • Mislabelled food can harm customers – serialization gives each product a ID code.
  • New packaging helps brands extend shelf-life.
  • Pouches are popular modern packaging – as they are lightweight and recyclable.
  • Retailers expect shelf-ready packaging.
  • AR (Augmented Reality) can be used as a new tool for engagement. IOT (Internet-of-Things) include smart packaging.
  • Plant Biomass packaging (e.g. corn) can limit use of plastic for packaging.
  • Future of packaging includes a mix of math and science – e.g. Signal Rich art

What is packaging?

In its most basic explanation, packaging is a plastic/tin/paper/cardboard/bioplastic/bamboo covering, originally for food and water. But it has developed for other products, and now is used for a significant percentage of products (e.g. technology, cosmetics, accessories, kitchenware).

Why do we need packaging/ What is the purpose of packaging design?

We need packaging as consumers; to prolong shelf life and product longevity, and to protect valuable/breakable products (especially in a modern age, where products travel globally). We need packaging as designers/engineers; to use attractive brand design to attract consumers and to add to the brand identity.

Packaging Design Process for Chocolate Product

When designing chocolate packaging it’s important to keep some elements in mind, such as; FDA regulations, shelf presence, design attractiveness, brand identity, and preserving the contents. When working through the design process you need to; learn everything about the product/consumer base/client brief/packaging options, and then work all the information into your design ideas.

Packaging Analysis

Geforce RTX 2080 by EVGA (Tutorial exercise)


  • Strong brand presence and shelf presence – bold colour scheme and typography.
  • Expensive packaging to make – due to the matte and glossy finish, rounded edges, and cut outs on the top right corner and the middle opening of the box.
  • It is targeting a niche target market – with the information provided mainly discussing technical specifications. (As it’s a graphic card for a computer, which is normally used by those who custom build their computer, the customer looking for this product would know what to look for).
  • It is an ‘experience’ to open, like the iPhone, the box slides open from the top.


  • Not sustainable, non-recyclable foam and plastic wrap.
  • A lot of packaging for a graphics card, which although protects the expensive product, is also wasteful (again in terms of sustainability).
  • A lot of different colours used (blue, pink, purple, green, black and white.)


  • No reinforcement to protect the breakable product.
  • Small and compact packaging – not a lot of shelf presence, it also looks inexpensive.
  • Although eyepopping, the colours are confusing and the typography doesn’t stand out.

Mr Fotergills Flower Power Van (Tutorial exercise):


  • Cardboard Packaging with no plastic wrap – Recyclable and sustainable.
  • Bright, eye popping colours – which draw’s in the customers eye; it is also attractive for children, who are the target market.
  • Easy to understand instructions, with simple steps on the back, more steps inside the packaging, and a comprehensive leaflet inside the product. Easy to make with children (under supervision) as an activity.
  • Typography matches the theme of ‘flower power’, reminiscent to the hippy era.

Naturally ‘Nexba’ sugar free – Raspberry sparkling infusion (extended):


  • Bright, warm colour scheme, which is eye catching on the shelf. The raspberry illustrations and the dark blue lines draw the eye to the brand name.
  • Contrasting and bold text, the typography is stylised; which gives the product more individuality and matches the brand identity (which is a natural, healthy and local product).
  • Custom made bottle, it is an interesting height and has a rippled texture with the brand name popping at the top of the bottle.


  • Limited shelf presence, the bottles were higher up on the shelf and only took up a small space (Three bottles across).
  • The bottle height makes the product unstable and at risk to topple down

One thing you liked about today’s lesson:

The importance of sustainable packaging. Packaging is so mainstream, with a huge percentage of it contributing to the waste problem, that recyclable packaging is vital to this earth’s future.

One new thing you learned:

The difference between using glass and plastic with milk products; although glass is more inexpensive to make (if you already have the set up), customers perceive it as more expensive and prestigious.  

One thing you’re looking forward:

Looking at different brand packaging and understanding how they are made; particularly the balance between marketing, engineering and design aspects.


The History of Packaging. (2019). Retrieved 13 August 2019, from

Reid, A. (2018). Packing it up: 5 companies championing sustainable packaging – AWRE. Retrieved 13 August 2019, from

Home | Snact. Retrieved 13 August 2019, from

Moccona. Retrieved 13 August 2019, from

NESCAFÉ BLEND 43 Jar 150g x 12. Retrieved 13 August 2019, from

EVGA GeForce RTX 2080 XC ULTRA GAMING, 08G-P4-2183-KR, 8GB GDDR6, Dual HDB Fans, RGB LED, Metal Backplate. Retrieved 13 August 2019, from

Mr Fothergills Flower Power Van Seed Kit – Green. Retrieved 13 August 2019, from

Nexba Naturally Sugar Free Raspberry 1L PET (12 Pack). Retrieved 13 August 2019, from