Thinking and practise, Branding and packaging brief.

Last week I received a side brief focussed on packaging and branding:

These tasks will focus on the retail sector within the mass 
market, to identify and focus on a particular group/ segment 
as likely consumers.

The Brief: 
Example- Smirnoff Vodka, are developing a daring strategy to 
enter the perfume/ aftershave market to launch a middle 
price range product. Their thinking is to capture the attention 
of their loyal vodka customers with this brand innovation. 
One of the mandatory requirements for the project is to 
successfully reflect the core brand values of Smirnoff Vodka 
including its voice or narrative expression. 
It is for you to explore/exploit by sound research a connection 
from the loyal customer base to this new brand expression. 
A product name will have to be developed that embodies core 
product values but also amplifies this targets lifestyle and 
aspirational values. 
Perfume/aftershave is a sensory product that encapsulates 
positive self image perceptions around a chosen lifestyle. 
Packaging should therefore have a strong tactile element 
embedded with the design. Major consideration should be 
given to a variety of card/papers/substrates that can support 
brand/ product enhancement.

1/ research and identify typical consumer profile 
2/ research and identify core brand values of ( eg Smirnoff 
Vodka) that will transfer across to new perfume/aftershave 
3/ develop distinct narrative and brand value for perfume/ 
4/develop brand name for perfume/aftershave 
5/ mood board A3 identifying colour/ textures/ process/ 
mood/ narrative etc ( see WGSN for visual examples) 
6/ three to four development sheets of visual ideas/ concepts 
with a specific focus on typography and layout, packaging 
ideas etc 
7/finalise perfume/aftershave packaging concepts with staff 
8/using a variety of materials to print out and construct 
perfume/aftershave packaging 
9/ arrange and take appropriate level of quality photographs 
of packaging.

Formative assessment week commencing 3rd March 
submit via blog documentation of process and 
design outcomes


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