Packaging DesignCase Studies

Designing forCustomer Connection

Waitrose have created a powerful emotional bond that fosters loyalty and the Waitrose promise of quality.

No clutter, no violators, no loud graphics – products presented with understated elegance, style and wit.

Designing forCustomer Connection

Designing for aNew Positioning

Originally the UK’s largest brand for women’s hosiery, Pretty Polly had to innovate and respond to the change in the demand for tights and stockings by developing a range of leg cosmetics.The strategy was to position the brand as the leg-care experts.

Less is More:Streamlined Messaging

In order to seduce without being obvious, the product name and Swell logo are discreetly placed. In contrast each product was assigned a number enveloping the product in an air of mystery at first glance.This low calorie isotonic beverage is aimed at athletic upper - middle class females, 30-45 yrs old

Everyday Value Becomes Breezy & Beautiful

The brands perception was ‘dated tired and industrial’ the design was elevated and energised to express Purex’s new brand position of ‘Pure Clean Living’. The use of motion and colourful outdoor illustrations reinforces cues of strong fresh cleaning.

Before

Creating a Premium Look Consumers Feel Proud to Purchase

This clean contemporary design fosters a sense of everyday indulgence for the Sugar Plum Fairy brand. Focusing on their gourmet, high quality products and avoiding clutter simplifies and amplifies the brand’s voice.

A StorytellingDesign Concept

Maggi products bridge the gap between homemade and fast foods. The new packaging structure takes the shape of a flipped open cookbook making a link to easy cooking and culinary inspiration. The food shots in the foreground raise appetite appeal and show variety.

A Clean Lookwith Personality

The first bottled drink to blend premium saké with exotic all-natural Asian flavours. The high impact easy to read graphics have Japanese overtones, stand out on shelf and appeal to the target market of young adults looking for an alternative to wine coolers and beer.

Design Relaunch Speaks a New Visual Language

Through the use of colour coding, brand blocking, photos and easily understandable icons an established brand is redefined by giving it a premium aura. The design contains well balanced pictorial elements and flavour designation through colour making it understandable in any language.

Before

Packaging Case StudiesTaken from Package Design Workbook Steven DuPuis & John Silva

Lisa Molloy AD307 2012