OUGD602: DBA - Packaging Development

It was established that the brand would be aimed at 35-50 year olds, therefore would be in established careers with a higher proportion of disposable income. The ideology behind the brand is the consumer is just starting to feel they aren't as young as they once were and need a little extra boost to get them through the day. It is important that this be reflected within the packaging direction to ensure it is appropriate for the audience. Based on this profiling we further established key retail environments would be premium retailers to reinforce the quality of the product, such as 4th floor Harvey Nichols, Waitrose, John Lewis, and M&S. Furthermore it is important the product fits within these retail environments and is informed by its surroundings. 

Based on this key information we identified a luxury market for the product when analysing the target audience. I suggested a premium glass container to reinforce the products ethos, by allowing the audience to see the physical product it assures quality and suggests transparency within the brands ethos, as through we are not hiding anything from the consumer. This also allows the audience to see the product reinforcing its premium quality. If produced commercially we suggested we could consider creating bespoke packaging to reinforce the luxury nature of the product however with the appropriate time scale and budget we found stock tins online. We instantly drew towards the transparent paint tin pot as it felt harmonious with the quirky nature of the brand and felt expensive at first glance. 

Creating a bespoke net to fit the packaging was a challenge to ensure all of the measurements were accurate, me and jack collaborated on the shape of the packaging which I then translated into a net for charlotte to work with. We identified Charlotte should develop the packaging as this is one of her key specialisms having produced a large volume of packaging briefs within her portfolio. We all discussed directions for this and established a botanical theme would contextually fit the back story of Mr. Potter, being a botanist and would add a enigmatic luxury to the product. We briefed charlotte to design with a range of texture and shape to create the perfect net. We further identified sandblasting onto the tins would work appropriately to create further luxury connotations and reinforce the brand, we suggested the packaging could be upcylced into herb planters or storage contains therefore it was important to retain a sense of this brand throughout the packagings lifespan. 

Charlotte did a great job with the nets creating an elaborate yet elegant design treatment. She themed the colour palettes to the times of day the teas will typically be drank; 

Breakfast tea / taken in the morning / yellow colour palette 

Green tea / taken throughout the day / green colour palette 

Camomile tea / taken in the evening / purple colour palette 

We suggested if we had more time we would have created bespoke illustrations and packaging for each blend however with the available timeframe established this was unfeasible.