This document discusses various case studies and examples of effective package design. It provides examples of packaging designs for products like cheese, salad greens, jams, dog treats, rice, juice, popcorn, and more. For each example, it summarizes the design challenge and how the new packaging design addressed it. The document also discusses LIQ Development's packaging design process, including researching customer needs, ideating concepts, and selecting a total brand concept.

1. Package Design is Good Business
True Blue Creative

2. CONTENTS
Good Package Design Case Study
LIQ Development Process
1. Design
2. Magic cap Technology
3. Graphic Design
Awards
Result

3. Good Package Design Case study

5. Lucy’s Whey Artisanal Cheese

6. Fresh Green Svegro
“The job for the new Svegro packaging design is simple; to inspire food lovers to use loads of locally grown salad and herbs in their cooking. The new design
began rolling out in stores in June 2008. Two months later, Svegro is already seeing results from buyers wanting much more products. This is the power of Love
at First Sight®. Brand identity and corporate identity, including logotype, naming and packaging design.”

7. Nuttall
Nuttall is a small, family-run business. Their delicious range of jams and preserves gets sold mostly at farmers’ markets in the Overberg. That said, the brand has
big ambitions, and wants to communicate a fresh, fun approach to a fairly traditional product. The final design solution is cost-effective, but supremely eye-catching.

8. Fresh Meal in Minutes
Package design for a line of ready-to-cook meal elements. I designed the logo and initial layout for the packaging, and the project was completed by Meghan
Lalonde. This package design won a "Best of the Bunch" award from Progressive Grocer's Store Brands Magazine in June 2012. Photograph by Warren Roos.

9. Whitebites
If you happen to have a dog, you may have noticed that there isn’t much of a variety when it comes to dog food and snacks package design. For this project, we
examined reinventing packaging for rawhide sticks used for chewing. After thoroughly¬ examining multiple pet supply stores, we noticed that most rawhides
were in clear plastic bags, or in some cases, not even packaged at all. While Plastic bags are harmful to the environment and in this case not reusable, not having
any kind of protection is unhygienic. The new solution to his conundrum came about through a combination of humour, a consciousness for the environment,
and aesthetics.
There are three different sizes available for the customers, and each size is differentiated by the type of dog illustrated and the diagram indicated on the bottom
left. The mouth of each dog is cut out so that consumers can see the product inside, as well as view it as the white “teeth” of the dog. The left ear serves as a flap
in which the user can open to slide out sticks one at a time instead of having to put their hands in the box. The other ear functions as a “hook” to put up on
display racks. The back of the package design explains the nutrition facts, ingredients, and highlights of the product. The package is meant to be a collectors’
item, and is also refillable with new rawhide sticks.

10. FoodWealth
“The products our client exports needed a rich but simple design language in order to reach different foreign markets. We began by designing a logo, where the
first letters of the two-words brand name (Food Wealth), are engulfed by the Greek flora, the lush foliage of plants. We thus created the illusion of a tiny ‘garden’
and allowed for the immediate association with the idyllic land where these products grow. Taking this a step further we designed the outlines of branches and
tree leaves, referencing the source plant for every product. Olive trees and thyme are printed on the transparent glass jars, complementing the food within, in a
way which allows easy and pleasurable identification. Instead of using color codes, bold graphic symbols and such we aimed for a product differential
characteristic closely related to the values of the brand.”

11. Robot Food
“Juicing has taken the UK by storm and new company, Roots & Bulbs, has responded with London’s first cold pressed juice bar. Their first shop recently opened
on Thayer Street (off Marylebone High Street) with branding and packaging by renowned branding agency, Robot Food.
Stories of celebrity juice diets and the health benefits of juicing are widespread, and with John Lewis reporting a 1000% increase in sales of juicers from 2012 to
2013, it seems juicing is here to stay.”

12. Mighty Rice
“The briefing (in brief): We want a packaging design that will communicate the difference in quality, the refined character and the exceptional origin of our
product. The target audience: An eclectic but low-key clientele. The design: To meet the expectations of an overseas based client was a challenge we accepted
with enthusiasm. Our design approach developed through a series of emails and skype calls between Athens and the exotic Mauritius, whilst we gradually
absorbed the information that described this food product as ethically cultivated and dynamically positioned in the contemporary market. This experience was
incorporated into the design framework. Thus, a mighty combination between the stated, the symbolic and the imaginary emerged. The essence of the island
and the grain -the basic unit of every rice production- are rendered visible through clear, dynamic albeit elegant, transparent, duo-chromatic (b&w), non-folkloric
design choices.”

13. Uten
“Uten is a Norwegian product line containing natural and seasonal jams, chocolates and condiments that are home made and free from gluten, milk, soy, refined
sugar and preservatives. The packaging encourages the buyer to re-use, with recipes and tips inside the label folder. When the jar is empty and the chocolate is
eaten, simply take of the tags (the string makes sure you’ll have no sticky glue marks!) and use the empty containers to create your own delicious foods.”

14. Joe & Seph’s Gourmet Popcorn
The popcorn is packaged in a clear pouch with a die-cut card header card to give the product a premium feel. The product descriptor continued the dual
personality theme, with Joe describing the all natural ingredients and cooking process, while Seph’s description focuses on the sensory experience of the unique
popcorn flavours. The copy style is very much in the style of an ‘English Gent’ in reference to the top hat within the logo.

15. Slow Fast Food
SLOW FAST FOOD is fast food that’s nevertheless healthy. Seasonally and traditionally cultivated fruit and vegetables, gently conserved in hand-filled glass pots –
and ready to enjoy immediately.
The SLOW FAST FOOD packaging combines modern presentations of fresh fruit and vegetables with the type of design used traditionally for conserved foods.

16. Bar Gelato
“When the digital agency Substance started working on branding for a new gelato product, I was psyched to be brought on board to create the logo and
packaging components. I love food packaging projects, especially when you get to try the product for inspiration! The packaging was created for Naia Gelato’s
new gelato-on-a-stick product that is being sold in high-end supermarkets in California and the Western US. The final solution was a slightly throwback feel meets
sophisticated Italian soda fountain. Custom lettering for the logo was created for a handmade, crafted, boutique feel and small scalloped die cut labels were
chosen to allow the product quality to shine through. Many, many, many bars of gelato were eaten throughout the duration of this project.”

17. Smirnoff Caipiroska Peelable Bottle
A bottle to peel! Smitnoff fresh way to start off your party! The perforated, peel-able, labeled bottles even come in a wooden crate. "To launch the
new formula of the flavors of Smirnoff Caipiroska, the Brazilian drink that is popular worldwide, we created bottles with the texture of the fruit for the
flavors lemon, passion fruit and berries and a diagonal perforation, so that consumers could feel the unique experience of peeling a drink made of
fruit.

18. Fisherman boots
Everybody is aware of boots primary function -protection from water. However, there are many advantages that are not obvious at the firstglance and
consumer might not be aware of. «Fisherman»boots are able to protect the wearer from awide range of dangers: environmental debris, biological
threats, natural, chemical and electricalhazards. The package itself is designed as a mini-standand works as an eye catcher. An illusion of boots
immersed in water draws attention focusconsumer’s attention to all protective properties ofthe “Fisherman” boots.

19. Squid Soap
The Squid Soap is genius. It inks a child's hand with child-safe ink that only comes off after 15 - 20 seconds of hand washing. This helps promote
good hygiene among kids. Plus, the Squid Soap comes with a rubber squid toy.

20. Ricola
To advertise their new range of herbal cough sweets, Ricola have launched an advert series that is all based on a limited set of wrappers.
The sweets were distributed to visitors at concerts, the ideal time to see if the sweet actually works and does as promised "Unwrap your voice".

21. TRITICUM Bread packaging
Lo Siento have recently completed branding and packaging work for Triticumm a Spainish bakery founded by Xevi Remon. Based around a
combination of a weighty, uncoated, unbleached substrate, rubber band, sticker, stamp and greaseproof paper. The structual design silution delivers
a familiar, earthy, traditional and practical sensibility alongside the more distinctive and proprietary qualities of a non-adhesive product specific form
that allows the boxes to completely foldout. A smart concept that unites commodity and craft, and treats bread making with the same reverence as
cakes and pastry.

22. Fruit Juice Packaging by Naoto Fukasawa
Japanese industrial designer Naoto Fukasawa has created a series of creative fruit juice packages that have the look and feel of the fruit they
contain. “I imagined that if the surface of the package imitated the colour and texture of the fruit skin, then the object would reproduce the feeling of
the real skin.”

23. Brushman
Brushman is a unique design solution that will make your shaving experience more fun and less boring. Once you get a Brushman you get a little
helper. You won’t ignore it at a supermarket; it’ll be lying amidst the pile of other plain brushes and calling for you to try it.

24. nike-air-packaging-concept
Created by German designer and art director at Scholz & Friends Berlin, the Nike Air Packaging Concept by Ralf Schroeder takes the Air unit
outside the shoe, using the concept of a visible air bag to replace the traditional orange cardboard shoebox. Not only is it visually arresting, the
concept contributes to the notion of sustainability by using less materials. Even better, the decreased weight can potentially translate into cheaper
shipping rates for online customers.

25. Soy Mamelle
The developed concept of the package shape resembled an udder, which presents the first half of the message in that soy milk is identical to that of
a cow. The second part of the message is delivered via the colour score and décor of the packaging, which concentrate on the phytogenesis of the
product, creating an image of nature and health.

26. Kleenex Tissue Packaging
The fragrance of each tissue is cleverly represented by the image of each fruit, and also the shape of the box as if the fruit has been cut into a slice.

27. Rellana Wool
Hilarious packaging from Ogilvy for Rellana wool.

28. Evian designer bottle
evian had started a tradition of producing designer glass bottles for their premium water a few years ago, and this year the House of Courrèges’s
André Courrèges follows in the footsteps of famous design partners Jean Paul Gaultier, Christian Lacroix, Paul Smith, and Issey Miyake. Jerome
Goure, VP Marketing, Danone Waters of America, has the following to say about the new limited edition bottle

29. Spark laundry detergent box
The Platinum OTHER MARKETS is awarded to Aekyung of Seoul for the Spark laundry detergent box. In the shape of a washing machine, this box
speaks a universal language.
No need for further explanation to the consumer. He instantly understands the type of product and its use and furthermore he can see how much
product is left in the box, making re-purchase easier. This package is multi-use as it can be filled again with a refill.

30. Silver Pentawards 2013_THOMY package design
Bronze Pentaward 2013 – Food – B+G
Food (all), 2013, Brazil, Bronze, Spices, oils and sauces

31. Funazushi
This is a package design of “Funazushi” which is a traditional food in Shiga prefecture of Japan.
There are slits on this package and they are opened by putting Funazushi into it. It is completed by folding a handle and sticking a seal on the back
of it. The pattern looks like a fishing net and scales and it also reminds us of Funazushi arranged a lot on a tub. The handle on the top looks like a
shape of fin.

32. LIQ Development Process
1. Design

33. 세탁세제 시장에 혁신적인 New Brand를 런칭 하자
새로운 기능으로 소비자의 needs가 반영된 세제
흐리지 않고 무겁지 않아 깔끔하고 편리한 세탁 세제
편리함을 생각하는 놀라운 IDEA
Brand Mission

34. Insight
_ 해외시장조사를통한소비자 Needs도출
농축 액체세제의 End Benefit 을 친환경으로 소구
- 적은 양 사용 : 화학성분이 적게 사용됨 물 사용량이 적음 (에너지 절감)
- Package 小: 포장재 폐기로 인한 오염 감소
- 물류 비 절감 : 휘발유 사용량 감소
환경

35. Insight
_ 해외시장조사를통한소비자 Needs도출
계량이용이한Over-cap & Indicator 활용
소용량패키지(농축), 1회용Tablet 세제활성화
무게계량

36. Ideation Workshop
_
디자인컨셉도출을위한실무자워크샵진행
3가지기능을포함할수있는전체컨셉도출단계

37. 국내외 액체 세탁세제는 주로 계량컵과 손잡이 용기로 구성된 대용량 세제 용기를 사용하고 있어 소비자 사용 및 보관시 불편.
이를 해소하고자 소비자 니즈를 최대한 반영한 새로운 컨셉의 용기를 개발
손이나 용기입구에
내용물이 묻어나지 않는
컨셉의 패키지 개발
Background
Customer
Needs
계량하기
쉬웠으면
들어서
사용하기
편했으면
정량을
사용할 수
있었으면
내용물이
묻거나
흘러내리지
않았으면

38. Background
_ Customer Needs Analysis(Liquid Detergent)
액체세제의 무거움에 대한 불만, 세제를 쏟거나 흘리는 경우가 많음
정량을 제대로 사용하는지에 대한 불만
정량을 측정하지 않고 감으로 세제 사용량을 결정

39. Home stay & Interview
_ 현지 가정에 같이거주하여 세탁실 사용 및 주부 인터뷰 실시
London
Paris
Frankfurt

40. Field Enterprise Meeting
_ 업체를직접방문하여트렌드및제품개발실태에대한정보수집

41. Ideation Workshop
_
기능을 효율적으로 표현 할 수 있는 용기 디자인 연구
Geometry , Iconic pure, Archetype 3가지 방향으로 디자인 컨셉 방향 확정
Soft
Geometry
Iconic pure
Fun
New
Archetype

42. Total Brand Concept Select
기능적인 요소를 모두 포함할 수 있는 유니크한 용기 디자인으로
기존 세제와 차별화된 제품 도출
Function
Differentiation
Unique ( Iconic + Fun)

43. Concept Deduction
1. Soft Geometry
Frame work-basic form, comfortable, good-grip, soft volume, symbolic, ergonomic

44. Concept Deduction
1. Soft Geometry
Soft
Geometry
Iconic pure
Fun
New
Archetype

45. Concept Deduction
1. Soft Geometry
Soft
Geometry
Iconic pure
Fun
New
Archetype

46. Concept Deduction
2. Iconic Pure
Frame work-characteristic, conceptual basic, expressive but comfortable, well-organized
Product graphic – polygonal, symbolic, light gesture, clean, trendy, cutting edge

47. Concept Deduction
2. Iconic Pure
Soft
Geometry
Iconic pure
Fun
New
Archetype

48. Concept Deduction
3. New Archetype
Frame work-futuristic, avant-garde, form experiment, advanced detail, breakthrough, mix & match
Product graphic – advanced ray out, color effect , high contrast

49. Concept Deduction
3. New Archetype
Soft
Geometry
Iconic pure
Fun
New
Archetype

50. Sketches

51. Sketches

52. Brainstorming

53. Brainstorming

54. Brainstorming

55. Brainstorming

56. 3D Rendering

57. 3D Rendering

58. 3D Rendering

59. 3D Rendering

60. 3D Rendering

61. 3D Rendering

62. 3D Rendering

63. 3D Rendering

64. 3D Rendering

65. 3D Rendering

66. A
81%
손에 잡기 편하다
사용성이 좋을 거 같다
용기가 특이하다. 새롭다
B
19%
흔한 디자인이다
손에 잡기 불편하다
안정적인 느낌이 든다
Preference Test

67. Final Design
Front Side Perspective

68. LIQ Development Process
2. Magic cap Technology

69. 자동 개폐식 밸브[매직밸브] 개발
- 용기를 누르면 내압에 의해 밸브가 열려 내용물이 토출되며, 압력을 해제하면 밸브가 원상 복귀되며 자동으로 밀폐
- 밸브의 토출압, 복원성, 밀폐력을 모두 최적화 할 수 있는 재질과 경도 선정 및 구조와 개폐칫수 설계
[기존 : 밸브와 고정링을 별도 성형후 조립]
[개선 : 밸브와 고정링을 한번에 성형]
Functional Characteristic
_ Constant Delivery

70. [PP 1차 사출 금형] [TPE 2차 사출 금형]
하트 런너와 게이트 밸런스를 중점한 금형 설계로
이중사출함으로써 생산성 및 품질 향상
Functional Characteristic
_ Constant Delivery
복합 소재의 Double-injection 기술
- 기존 : 개폐 밸브+고정링을 조립하는 2 piece 구조 → 변경 : 개폐 밸브와 고정링을 한 번에 사출하는 1 piece 구조
- 조립 공정이 제거되면서 밸브의 기능 불량 감소와 생산성 향상 및 원가절감 효과
- TPE+PP소재의 Double-injection 성형이 가능한 구조 설계와 금형 기술 적용

71. [세탁볼 접합부 구조 설계]
Functional Characteristic
_ Using Washing Ball by Measuring cup
Flexible 소재 개발
- 세탁볼의 파손 등에 의한 옷감 손상을 방지하고 세척 효과를 증대시키기 위하여 Elastomer와 Flexible PP 소재 적용
- 개봉 편의성을 부여하기 위하여 세탁볼의 상단부에 Elastomer 소재 적용
복합 소재의 Double-injection 기술
- 서로 다른 소재의 접합성을 강화하여 세탁시 접합부가 분리되지 않도록 접합부의 살두께 및 구조를 중점 설계
- 계량시 편의성을 제공하고자 세탁볼 상단 Elastomer 부위의 평활도 제공
Elastomer 접합부
PP 접합부

72. [용기 상단부 리필 주입구 제공]
[주입구의 돔 형상 칫수 설계]
[용기 2-hole blow mold]
Functional Characteristic
_ Structure for refill
용기 상단부에 주입구를 별도 설치하여 리필 사용 및 생산 편의성 제공
용기 2-hole Blow 성형 및 금형 가공 기술
- Blow 성형시 리필 주입구의 살두께를 제어하여 칫수 안정성을 확보하고, 돔 성형부의 정확한 형상 칫수 설계와
레이저 금형 가공 및 Air-venting & Cooling 기술을 적용함으로써, 성형 후 돔(Dome) 커팅 공정의 안정성 확보
상측 주입구
하측 주입구
Air-vent
돔(Dome)
냉각라인

73. R1
b a c
R2
R3
R4
R5
[단면 형상도]
단면 폭 두께 : a > b > c
그립부 형상 : 가변 라운딩 값 R1~R5
[측면 돌기부 형상]
Functional Characteristic
_ 용기그립감및복원성최적화
용기 규격 형상 및 재질 설계
- 그립감과 편의성 위주로 형상과 규격을 설계하고 측면에 돌기부를 설치하였으며, 점착성이 높은 인라벨 재질 선정
- 용기의 자체 복원성을 향상시키고자 LDPE 30% 혼입 (LDPE:HDPE=3:7).

74. [사용시 -
Check-valve closed]
공기 유입
[사용후 -
check-valve open]
Functional Characteristic
_ 용기그립감및복원성최적화
리필캡에 체크 밸브 시스템을 적용
- 용기에 압력을 가하면 체크밸브가 닫혀 있고, 압력을 해제하면 체크밸브가 열려 외부의 공기가 용기 내부로 유입되어 복원
리필 캡
체크 밸브

75. Functional Characteristic
_ 내용물잔량확인용이
용기 측면에 투명 인디케이터를 설치하여 잔량 확인 용이
Co-extrusion Blow 성향 기술
- 2색의 수지를 공압출하여 패리손을 성형하고, 이를 블로우 성형하는 기술 적용
- 성형기계 : 메인 압출기와 사출 속도를 제어하는 보조 압출기, 영역을 분할하는 다이헤드로 구성

76. 내용물의 깔끔한 정량 토출
자동 개폐식 밸브[매직밸브] 개발
복합 소재의 Double-injection 기술
리필 사용이 가능하며 용이
계량컵을 세탁볼로 사용
Flexible 소재 개발 (옷감 손상 방지)
복합 소재의 Double-injection 기술
R P/L 성형 기술
용기 그립감 및 복원성 최적화 내용물 잔량 확인 용이
개폐홈 커팅 기술
용기 상단부에 리필 주입구 제공
용기 2-hole Blow 성형 및 금형 기술
돔 커팅 기술
용기 규격 형상 및 재질 설계
리필캡에 체크 밸브 시스템 적용
용기 측면부 인디케이터 설치
Co-extrusion Blow 성형 기술
Functional Characteristic

77. 2D CAD
Over Cap
Refill Cap
Magic Cap

78. Application Example

79. LIQ Development Process
3. Graphic Design

80. Graphic Design direction
Differentiation Unique Function

81. Graphic Design

82. Graphic Design

83. Graphic Design

84. Graphic Design

85. Graphic Design

86. Graphic Design

87. Graphic Design

88. A
62%
내용물이 새로울 것 같은 느낌이다
액체 모양 심몰이 특이하다
농축제품임이 잘 표현되어 있다.
18%
심심한 느낌이다.
흔한 이미지이다.
밋밋하다
B
20%
C
정신없고 산만하다
리큐 로고가 눈에 잘 튀지
않는다.
Preference Test

89. Final Graphic Design
_ symbol mark

90. Final Graphic Design
_ Logotype

91. Final Graphic Design

92. Final Product

93. Final Product
_ LIQ

94. LIQ TV CF

95. Awards

96. 2010 Certificate of Good Design Selection
- 2010’ GOOD DESIGN 대상
- 2010’ 글로벌 녹색경영대상
- 2010’ 올해의 녹색상품 선정
- 2011’ 글로벌경영대상 미래가치브랜드 부문 대상
- 2011’ 소비자가 선정한 최고의 녹색상품 선정 (한국능률협회 리서치)
- 2011’ KOREA STAR AWARDS 지식경제부장관상

97. Result

98. Brand Core Value
_ 편리함, 경제성, 친환경(계량이 편리하고 사용 후에도 깔끔하게 관리되는 고기능 친환경 세제)
경제성
헤프지 않은 액체세제
(정량 사용, 농축라인)
핵심
가치
편리성 친환경
사용이 편리한
신기술 패키징 적용
세제/헹굼물 ½ 사용
친환경 원료
탄소라벨링/
친환경 마크/
로하스 인증

99. 99
Result
리큐는 연간 점유율에서는 18.7%를 보이며, 기간별로는 MAY10 출시 이후 7개월 만에
액체세제 내 점유율 2위(19.2%)를 보인 후 금기에는 21.1%로 다시 점유율 1위로 올라섬

100. Package Design is Good Business
Thank you