Behind the Scenes
Our package design services for a new packaging or a packaging redesign calls for intense work from our designers and engineers. After the initial collaborative meetings and the sharing of ideas and documents regarding the objectives of your packaging project, we begin our Phased Approach. It’s what we do ‘behind the scenes’ to create and develop the packaging that’s just right for your product and it involves five major steps: research, visualization, assessment, refinement and engineering.
Hunt and Gather
Good research is critical in having a good understanding of the package, past and present, and a clear understanding of how to proceed through the design process. We conduct a thorough review of the category and the channel. We explore the brand objectives, industry trends and competitive landscape. We evaluate the packages’ position on the shelf and analyze aspects of packaging differentiation. Only when the packaging design research is complete and clearly understood, do we consider moving on to the next step.
Visualization is the very beginning of the creative process when designers put pencil to paper, or pen to design tablet. As with all creative endeavors, some ideas never see the light of day while other ideas are the beginning of something great. Regardless, lots of rough thumbnail sketches are created. The thumbnail sketches are then reviewed and assessed internally to see that they meet the objectives of the project. The best retail packaging concepts are modified as needed and then presented to you.
Refine the Best
The refinement stage begins with the designs you have selected. Pencil sketches are refined and modified to meet functionality and/or cosmetic requirements. Additionally, designs are assessed to insure they meet performance, merchandising, transportation and cost requirements. Designs are again presented to you for a selection of those that will proceed to concept development.
During concept development, designers and engineers work together to guarantee standards are being met. Sketches may now be a computer-generated color draft quality image or a computer-generated “photo realistic” image.
The packaging reaches its final creative visualization stage with engineering drawings that include critical dimensions and quality functions of the packaging. A final presentation to you is often conducted via Internet and telephone in a “live” meeting. Here, we can share our computer screen with a multitude of meeting attendees in real time. Attendees can sketch or make notations on the image being presented for a truly clear and collaborative meeting.
The final design will then go to prototype and will be reviewed by all to confirm form, fit and function. Our phased approach ends when all parties agree on a prototype that meets all the projects objectives. Then it’s on to manufacturing!