Task 1 : Case Study & Box Making
25/09/2024 - 16/10/2024 (Week 1 - Week 4)
Tiffany Tan Xuan (0362472)
Packaging and Merchandising Design
Task 1 : Case Study & Box Making
INSTRUCTION
TASK 1A:
A case study exploring existing packaging design
We are required to choose one existing packaging design. It can be any design of your choice. Study on the entire design, practicality, ergonomics, target audience and how the packaging carries the brand image.
Introduction
Chanel's Chance Eau Tendre fragrance is designed to embody elegance and softness, qualities that are clearly reflected in its packaging design. This report explores the ergonomic features, the target audience, and how the packaging supports Chanel’s brand identity.
Design ergonomics
The round bottle design of Chanel's Chance Eau Tendre is simple yet luxurious. The shape is ergonomic, fitting comfortably in the hand. The smooth edges and compact structure make the bottle easy to hold and use, enhancing the user experience. The square, metallic cap provides a sleek contrast to the soft, circular design of the bottle, making it easy to twist open while maintaining the luxurious aesthetic.
The transparent glass allows the soft pink liquid to show through, contributing to an impression of freshness and femininity. The color subtly enhances the overall sensory appeal without overpowering the design, and the glass material adds weight and durability, giving a high-quality feel to the product.
Target Audience
Demographic Segmentation
The fragrance is mainly targeted at women. Its feminine design, with pastel pink tones and delicate details, makes it very appealing to women. The design attracts both young and older women. Younger women (ages 18-35) are drawn to the fresh pink color, while the simple, elegant design also appeals to older women (ages 35 and above).
Since it is a high-end product, Chanel’s Chance Eau Tendre is for people with higher incomes who can afford luxury perfumes. The elegant packaging appeals to those who value exclusivity and sophistication. The fragrance also attracts professionals, fashion-conscious individuals, and women with refined tastes who associate themselves with luxury.
Geographic Segmentation
The fragrance is mainly targeted at people living in big cities and high-end markets around the world, where luxury brands like Chanel are popular. The sleek, minimalist design fits the taste of urban consumers who prefer high-quality, stylish products. It is also suitable for warmer climates, as the light and fresh look of the packaging appeals to people in these regions, where lighter fragrances are often preferred.
Psychographic Segmentation
The Chance Eau Tendre packaging is perfect for women who value sophistication, luxury, and timeless elegance. These women not only care about the fragrance itself but also about the experience of owning a well-designed, high-quality product. The minimalist and elegant design of the packaging suggests that the target audience values craftsmanship, refinement, and subtle beauty in both fashion and lifestyle.
Behavioral Segmentation
Chanel’s target customers are people who purchase luxury products as a way to express themselves, for gifting, or simply to enjoy the prestige of owning something exclusive. The packaging of Chance Eau Tendre reinforces Chanel’s image as a luxury status symbol, appealing to consumers who desire a product that feels special. The packaging also makes the fragrance suitable for both everyday use and special occasions, whether it’s a personal indulgence or a gift for significant events.
Brand Image
The Chance Eau Tendre packaging stays true to Chanel’s core brand values of elegance, minimalism, and timeless luxury. The brand is known for its sleek, understated designs, and this bottle reflects that ethos. The use of pastel colors combined with gold accents ensures that the packaging feels high-end and feminine. The bold, minimalist typography of "CHANEL" and "CHANCE" speaks to the brand’s iconic status, reinforcing the sense of quality and exclusivity.
The packaging’s simplicity, combined with its luxurious materials, reflects Chanel’s commitment to sophistication and refinement, aligning perfectly with the brand's overall image. The use of glass instead of plastic also ties into the brand’s emphasis on craftsmanship and environmental consciousness, appealing to modern consumers who value both aesthetics and sustainability.
Final Outcome:
Final Submission Task 1A pdf
TASK 1B:
The first step was choosing two loose items that fit within the 300mm size limit. This proved trickier than expected because I wanted to select items that were both interesting and posed unique packaging challenges. After some thought, I decided on two: a ShellieMay keychain and a set of Miniso scrunchies.
I knew from the start that the packaging had to not only look visually appealing but also serve its practical purpose — protecting the items and enhancing the user experience. This understanding drove me to think beyond mere aesthetics and dive deeper into functionality.
For the ShellieMay keychain, I wanted the packaging to reflect the character’s cuteness and appeal to Disney fans. I decided to go with a pastel color palette that matched the plush's soft hues and incorporated playful heart illustrations. The challenge here was creating a design that balanced cuteness with brand sophistication. Since this was an official Disney product, I needed to align with the brand’s identity while making it attractive enough for the target audience (children and Disney enthusiasts).
The second packaging design was for a set of Miniso scrunchies. Unlike the ShellieMay keychain, scrunchies are soft and flexible, so I needed packaging that could hold them without causing damage or deformation. I opted for a compact, foldable box with a checkered pastel design, reflecting Miniso's modern, youthful aesthetic. The challenge here was to ensure that the scrunchies were presented attractively, with minimal wrinkling or folding.
Final Artwork:
Final Submission Task 1B JPEG
Final Submission Task 1B JPEG
Final Submission Task 1B PDF
As with any project, there were moments where I faced significant challenges. One such issue was with the dimensions and dieline creation for both boxes. Ensuring the packaging would fold correctly while maintaining its shape and structure took several attempts. There were moments where the mock-ups didn’t fit as well as they should have, leading to redesigns of the fold lines and dimensions.
I also had to ensure that both designs aligned with their respective brand identities — ShellieMay being more playful and nostalgic, while Miniso is minimalist and chic. Striking this balance between fun and sophistication while adhering to technical design rules was a steep learning curve, but incredibly rewarding.
In "The Elements of Typographic Style," Bringhurst covers a wide range of topics related to typography, including typefaces, spacing, layout, and the historical development of typography. The book is known for its insightful analysis, in-depth exploration of typographic principles, and its elegant and well-crafted design.
The book provides practical advice and guidance for typographic decisions, making it valuable for both beginners and experienced designers. Bringhurst's writing style is engaging and informative, making it an enjoyable read for anyone interested in typography and design.
"The Elements of Typographic Style" is widely considered a must-have resource for anyone working with typography, from graphic designers and typographers to writers and editors. It is a timeless reference that will help you develop a deeper understanding and appreciation for the art and craft of typography.
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