Packaging & Merchandising Design: Project 2

21.10.2025 - 30.11.2025 / Week 6 - Week 10
Aw Wen Chia / 0368828
Packaging & Merchandising Design / Bachelor of Design (Honours) in Creative Media / Graphic Design

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TABLE OF CONTENTS

1. Instructions

2. Exercise

3. Feedback

4. Reflection

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1. INSTRUCTIONS

Brief 1. Bass Tech Ltd (Wireless Headphones)

Company Name: Bass Tech Ltd

Product: One pair of wireless headphones (non-folding).

Product Size: Height 19cm, Width 13.5cm (Ear cup size: Height 7.5cm, Depth 6cm).

Target Market: All ages, but teenagers in particular. The headphones are fun and colourful.

Current Problem: Headphones are damaged during postage (ordered online and posted to customers).

Packaging Goal: Design new packaging that provides better protection during posting and holds the non-folding headphones securely. The box must be easy to open, easily stored before posting, and display the company logo clearly.

Branding Goal: Design a brand new logo to give the company a fresh look and appeal to the target audience, reflecting the fun and colourful product.

Brief 2. Smile Surprise (Miniature Toiletries)

Company Name: Smile Surprise

Product: Gift packs of miniature toiletry items (e.g., shampoo, conditioner, body wash, deodorant).

Target Market: A younger generation who want to give inexpensive presents to friends.

Core Values: Products are produced with great concern for the environment. The packaging must focus on the 3R's: reduce, reuse and recycle.

Packaging Goal: Design an innovative gift pack capable of holding a varying range of miniature toiletries. The packaging must:

Showcase the products and the concept of choice.

Securely deliver the product from factory to home without damage.

Retain shelf appeal and have a clear, attractive brand identity.

Consider the end of life of the packaging, focusing on the 3 R's.

Branding Goal: Design a logo that appeals to a younger generation.

Brief 3. Taste of Eastern Promise (Oriental Takeaway Meal for Two)

Brand Name: Taste of Eastern Promise

Product: Oriental takeaway meal for two (frozen food brand for supermarkets).

Current Competition: Supermarkets and high street oriental food outlets. Current packaging tends to be standard food trays and sleeves in an outer bag.

Packaging Goal: Design a new, innovative packaging concept for a 'takeaway meal for two' that ensures maximum visual impact in-store. The pack must be functional:

Use shape and form effectively to securely contain contents without leakage or contamination.

Use cardboard economically.

Present items in an unusual way.

Reflect a new approach to the takeaway market.

Consider incorporating a carry handle and/or eating utensils for consumer convenience.

Continue the oriental experience through to serving and consuming.

Branding Goal: Design a logo that reflects the cultural qualities of the food and its country of origin.

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2. EXERCISE

For this exercise, we needed to form a group of 4-5 people and choose a "company" to work with. I teamed up with Kimberly Miaw Jya Nee, Mah Sze Min, Nicco Chew Jin Xun, and Muthiah Salsabila Harsono, and we chose the second brief, "Smile Surprise".

We needed a logo for the company, so all of us started off with logo sketches.

Fig 1, First logo idea sketches

While the idea was there, our tutor told us to expand on it further using fonts this time.

Fig 2, Second and third logo idea sketches

Unfortunately, our tutor disagreed or did not seem too keen on my ideas, fortunately, he approved my groupmates, Muthiah and Nicco's idea. So they expanded on the logo idea while the rest moved on with the packaging design.

In the end, a logo was approved.

Fig 3, Final logo design

For the packaging design, I sketched out 2 designs, one was more on the "safe side", the other one was an idea I had from the start.

Fig 4, Box design 1

Fig 5, Box design 2

After my groupmates and I sent our box designs to our tutor, he gave some feedback and Kimberly started working on the dielines for the box and the rest of us worked on making the product label.

I sketched out one design for the product label.

Fig 6, Product label sketch

After sending all of our sketches to our tutor, he chose the product label design made by Nicco.

Fig 7, Final product label sketch

Nicco then made the base for the product label in Illustrator.

Fig 8, Base product label

Then I started working on the product I was assigned, moisturiser.

I added the ingredients, function, how to use, precaution, etc, with the help of my groupmates' advice and comments. Sze Min made the brand story, which I also added. Finally, I tweaked a couple of adjustments to better suit the text to the label and sent the Illustrator file for Nicco and Sze Min to change and adjust to their product, which was toner and serum. Nicco reedited some aspects of the label design as well.

Fig 9, Product label progress

After Kimberly was done with the dielines, it was sent to Muthiah, who did the main box design. 

Finally, Kimberly readjusted the main box and product label design after our tutor gave feedback about the illustrations and colour. She then sent the design to the printing shop to get it printed.

Fig 10, Final Box Design

Fig 11, Final Product Label

Submission:

Google Drive: https://drive.google.com/drive/folders/1yIW1eYA9iYF1rDKznSTBfy4BXHGiFXz1?usp=sharing

Final Label Design Dieline

Packaging Structure

Final Packaging Design Dieline

Final Packaging Design Dieline (With Dimensions)

Fig 12, Labels on bottles

Fig 13, Bottles in Packaging

Fig 14, Box packaging

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3. FEEDBACK

Week 8:
General Feedback:
This week, we decided on the products we wanted to create packaging for. We also began working on the Smile Surprise logo, selected a brand colour palette, and explored the overall design style we wanted to pursue.

Specific Feedback:
After presenting our logo sketches, Sir suggested we:

• Refine the brand positioning first to establish a clear tone and personality (friendly, approachable).

• Conduct further research on logo concepts to ensure alignment with the brand identity.

• Explore combinations of logomark and wordmark with a clear rationale.

• Use the current script logo as a starting point but experiment with more variations.

• Choose and justify the colour palette (e.g., pastels to convey a feminine impression).

• Consider a theme or occasion for the packaging to add meaning.

• Ensure miniature bottle and tube sizes are consistent and proportionate.

• Simplify the script logo and try alternative styles (preferably not sans serif).

• Further explore a colour palette that effectively represents the brand personality.

Week 9:
General Feedback:
This week, we focused on the label design and box development.

Specific Feedback:
Box Structure Sketches:

• The box design should prioritize practicality—packaging must be convenient, easy to handle, and display well.

Label Design Sketches:

• Nicco’s sketch shows strong potential and was highlighted as a promising concept.

Week 10:
General Feedback:
This week, we finalised the designs and added dielines before sending the files to the printer.

Specific Feedback:
Label Feedback:

• Consider using a lighter colour.

• The flower shape appears unusual.

• The current typeface is too narrow for the label design.

Packaging Feedback:

• The packaging shape should be more practical, such as being collapsible, easy to stack, and without protruding elements.

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4. REFLECTION

This task involved a lot of back-and-forth, as our ideas often clashed with what was the standard. We spent time discussing and revising our concepts, which required patience and compromise. Eventually, after exploring multiple options and refining our designs, we managed to settle on a version that everyone in the group agreed on. This process not only tested our creativity but also improved our collaboration and problem-solving skills.

The product label presented its own set of challenges, particularly with the colours. The colours displayed on screen did not match the printed results, which meant we had to carefully re-edit and adjust them to achieve the desired look. Despite these technical difficulties, we stayed focused and worked together to resolve the issues. Overall, while the task was demanding, my groupmates and I successfully overcame the obstacles, and the experience was both rewarding and educational.

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