Packaging presentation

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Design case studies in packaging design with a emphasis on the broader experience.

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Packaging presentation

  1. 1. An Experience Design Approach : PackagingWednesday, January 2, 2013
  2. 2. Capsule. An Experience Design Firm. - Research and strategy - Naming - Identity design - Packaging design - Production, implementation and sourcingWednesday, January 2, 2013
  3. 3. E X P LO R EWednesday, January 2, 2013
  4. 4. Research Methods - Ethnographic - Descriptive - Customized - Rigorous - ActionableWednesday, January 2, 2013
  5. 5. Foundations TM Inspired by your brand, built on fundamental social constructs.Wednesday, January 2, 2013
  6. 6. The Foundations Process TMWednesday, January 2, 2013
  7. 7. Under rocks in-between lines and occasionally the sheetsWednesday, January 2, 2013
  8. 8. EVOLVE It’s that moment when you see something you know you should recognize, but for a split second, don’t. This is the moment when the research and strategy have been blended to oblivion, bent, broken, picked apart and repaired, and comes out as design. It feels familiar, but foreign. No worries, we’ll help get you acclimated.Wednesday, January 2, 2013
  9. 9. Our Criteria for Packaging Design One: Identification – What do you see and when? Two: Functionality – Is line between package / product blurry? Three: Personality – Who are you and why are you in my life? Four: Navigation – How do we get to know you and purchase?Wednesday, January 2, 2013
  10. 10. Schroeder Milk What do you use to identify your milk?Wednesday, January 2, 2013
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  14. 14. Byerly’s. An Upscale Grocery Experience. What does it feel like to shop in a premium grocery store?Wednesday, January 2, 2013
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  18. 18. Panda Express. An Authentic Chinese Experience. How do you redesign moments in the Panda Express experience to be more authentic?Wednesday, January 2, 2013
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  21. 21. Schwinn. An American Icon. Rebuilding a brand through a better packaged experience.Wednesday, January 2, 2013
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  28. 28. Outcomes from the Investment – Improved consumer experience in retailers’ aisles. – Consolidating and improving ecological footprint. – Testing in-store with consumers to ensure success. – Removed lead-based metals, blister packs and bags. – Reduced the total resources consumed by the Schwinn brand. – Designed a new aesthetic, leveraging Schwinn’s unique vintage cool. The result is a refurbished American icon. More relevant, more responsible and more valuable.Wednesday, January 2, 2013
  29. 29. SmartWool. A Moment in Wool. Designing a moment of comfort and joy.Wednesday, January 2, 2013
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  35. 35. Outcomes from the Investment – Improved package assembly disassembly. – Designed a smaller footprint, less material. – No blending of materials (plastics / paperboard). – More precise communication, improved navigation. – Reduced complexity and number of unique dielines. – Reduced individual and global packaging costs. – Added QR code for deeper content. Met or exceeded all the objectives SmartWool outlined in their comprehensive RFP to select a partner for this effort.Wednesday, January 2, 2013
  36. 36. Our Books Design Matters, because it’s a way of thinking.Wednesday, January 2, 2013
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  39. 39. Clients Brown-Forman HoMedics Byerlys Kenmore Capital One Medtronic Cargill Minnesota Thunder Caribou Coffee Nestea Craftsman Red Wing Shoes Edens & Avant Schwinn Fiserv Insurance Solutions SmartWool Fisher-Price Target Herman Miller US Bank Honeywell Wells FargoWednesday, January 2, 2013
  40. 40. THANK YOUWednesday, January 2, 2013

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