Packaging and Merchandising Design - Task 3 (Final Project)

 27/06/2024-01/08/2024 / Week 10-Week 16
Lim Jun Teng / 0362890
Packaging and Merchandising Design / Bachelor of Design (Honours) in Creative Media
Final Project - Merchandise and Promotional Strategy

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INSTRUCTION

Week 10 - Week 16

1. Final Project - Merchandising and Promotional Strategy

In this project, required to create minimum FOUR (4) merchandise and ONE (1) promotional strategy, based on Project 2. The project aims to develop skills in creating and designing merchandise that reflects the brand and the packaging design.

Objective:

The objective of this final project is to develop a range of merchandise items and a comprehensive promotional strategy to complement the existing packaging design for a selected food product. Students will apply their knowledge of branding, consumer behavior, and marketing techniques to create engaging merchandise and promotional materials that reinforce brand identity and drive sales.

Key Components:

Merchandise Design (W13):

Develop a range of merchandise items (minimum of FOUR items) that complement the existing packaging design and align with the brand identity. Examples of merchandise items may include apparel, accessories, stationery, and lifestyle products. Design each merchandise item with attention to detail, ensuring consistency with the brand's visual identity and quality standards.

Promotional Strategy (W14):

Develop a comprehensive promotional strategy to increase brand awareness and drive sales. Consider various channels and tactics to reach the target audience effectively. Tailor the promotional strategy to the specific goals, and timeline of the project.

Presentation and Implementation Plan (W15)

Prepare a visual presentation outlining the merchandise designs, and promotional strategy. Provide a rationale for each design decision and promotional tactic, emphasizing how they contribute to brand objectives and consumer engagement.

Myco Meat Promotional Strategy

 Objectives

1.Increase Brand Awareness: Enhance recognition of Myco Meat as a leading vegetarian burger patty brand.

2. Drive Sales: Boost product sales through targeted promotions and strategic partnerships.

3. Engage Target Audience: Build a loyal customer base by engaging with consumers through various channels.

Target Audience

- Health-conscious consumers

- Vegetarians and vegans

- Environmentally-conscious individuals

Timeline

- Week 1-2: Preparation and planning

- Week 3-6: Launch and initial engagement

- Week 7-10: Expansion and mid-campaign adjustments

- Week 11-14: Final push and evaluation

Channels and Tactics

1. Digital Marketing

Social Media Campaigns: 

Platforms: Focus on Instagram, Facebook, and TikTok to reach younger, health-conscious audiences.

Content: Share engaging content such as recipe ideas, customer testimonials, and behind-the-scenes looks at the Myco Meat production process.

Influencer Partnerships: Collaborate with influencers in the vegetarian and health-food space to amplify reach.

2. In-Store Promotions

Product Sampling:

  - Host in-store sampling events in supermarkets and health food stores to allow potential customers to taste Myco Meat.

3. Partnerships and Collaborations

Restaurant Partnerships:

  - Partner with vegetarian and vegan-friendly restaurants to feature Myco Meat on their menus as a limited-time offering.

4. Public Relations

Media Coverage:

  - Pitch stories to food and lifestyle publications to gain media exposure.

5. Events and Community Engagement

Pop-Up Events:

  - Host pop-up events in high-traffic areas to engage directly with consumers and offer samples.

Community Workshops:

  - Organize workshops or webinars on plant-based cooking and sustainable living to educate and engage the audience.

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Merchandise Design

1.Sketches

2.Design Progress

3.Final Design & mockup

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Final Presentation

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Reflection

During this semester’s course on "Packaging and Merchandising Design," I learned not only design techniques but also the critical role of packaging in brand promotion and consumer purchasing decisions. Here are some key insights and reflections from my experience in the course:

The course combined theory with practice, helping me understand the fundamental principles of packaging design. The theoretical lessons introduced me to the history of packaging design, development trends, and the application of different materials and technologies in design. Additionally, the course emphasized the importance of color psychology, typography, and visual hierarchy, all of which are crucial components of successful design.

Through practical projects, I had the opportunity to apply the theoretical knowledge I gained to real design tasks. These projects allowed me to participate in the entire packaging design process, from market research and concept development to final design execution, giving me a comprehensive understanding of the design workflow.

Packaging is not just a protective shell for products; it is a vital channel for communicating with consumers. I realized that successful packaging design can effectively convey brand messages, capture consumer attention, and promote purchasing behavior. The case studies covered in the course helped me better understand how to influence consumer psychology and behavior through design.

For instance, we analyzed the packaging design strategies of well-known brands to see how they attract their target audiences through innovative designs and brand storytelling. I realized that design needs to be not only aesthetically pleasing but also consistent with the brand’s core values, leaving a lasting impression on consumers.

In today's society, environmental responsibility and sustainability have become essential components of design. The course emphasized considering environmental factors in design, including material selection, production processes, and packaging recyclability.

Through my studies, I learned that more and more brands are incorporating sustainability elements into their packaging designs in response to consumer demand for environmentally friendly products. I realized that, as a designer, I have a responsibility to promote green design and contribute to a sustainable future.

During the course projects, I had the opportunity to collaborate with classmates and experience the importance of teamwork. Design projects often require interdisciplinary collaboration, and each team member has different expertise and perspectives, which helps us consider problems more comprehensively during the design process.

Through teamwork, I improved my communication and problem-solving skills, learning how to effectively express my ideas while also respecting and listening to others' opinions. This collaborative experience has laid a solid foundation for my future career in the design industry.

Overall, the "Packaging and Merchandising Design" course provided me with valuable knowledge and skills, making me more confident and well-rounded in the field of design. I not only mastered the technical and theoretical aspects of packaging design but also developed a deeper understanding and thoughtfulness about design. This course has inspired me to continue innovating and building more effective communication bridges between brands and consumers.

I look forward to applying what I have learned to future projects and continually exploring the limitless possibilities of design.