SMUZEY Packaging Design Concept I Design by GROUP 3 I BalticDesignSchool
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Transcript of SMUZEY Packaging Design Concept I Design by GROUP 3 I BalticDesignSchool
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PRESENTATIONDevelopment of design packaging product line for children
G3
BalticSchoolDesign / Minsk / 2013
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Company description
Company «Slavfood» started activity in 2012.
Main direction is development, production outsourcing and distribution products of food.
Company profile
Milk productsBaby food
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Category descriptionof baby food
• Fruit and vegetable purees• Puree with goat milk• Juices• Nectars• Fruit drinks
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Category descriptionof baby food
Fruit and vegetable pureesOuw category is
• Fruit and vegetable purees• Puree with goat milk• Juices• Nectars• Fruit drinks
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ProductInnovation for Belarus product - smoothie in pouch packaging.
2 SCU MangoForest Berries
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General competitors
Competitors in the packaging pouch known brands of baby food in Russia
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Conclusion on competitors
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Conclusion on competitors(emotional positioning)
Health Care Helps Development
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Format package in Belarus
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Format package in international markets
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Target audieceMoms who are actively involved in the development of creative abilities of your child.
Mom: 25-35. Urban women have higher education, engaged in the development of children, income, average or above average (not skimp on children), active Internet users.
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Consumers
5-9 years
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Conclusion
Packaging format
What are we sell
Category
Audience more Brand+ more Message = Brand apathy
Communication is a must if we want to capture consumers hearts and minds (make great passion)
The new packaging will help us take our territory and regain market position
We sell the brand
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From brief to strategyand communication
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DEVELOPMENT ABILITIES OF CHILD
Mainstream global strategy:
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4 MAIN POINT OF COMMUNICATION
Relevant Single-mind
Distinctive Clear
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MOODBOARD
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Types of development COGNITION
SOCIAL ACTIVITIES
GAMES
CREATION
STUDY
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CREATION IS MOST POPULAR ACTIVITY
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DEVELOPMENT OF CREATIVE ABILITIES OF CHILD
Mainstream direction:
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Positioning
IT`S A TIME FOR TALENTS.Every mother thinks their child's most talented and best. Should he pick up a pencil and draw something, the child immediately predict the future of a great artist. Mom and dad are very proud of their childrens, happy to talk about their achievements with friends and place photo in social networks.
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From strategy and communicationto research and development
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Finding other concepts
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Drawing influence on child development
INTELLECTFANTASY & IMAGINESPEECHPERCEPTION
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Name
Hero
Proper nameFunctional
Abstraction
Naming
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Type of gallery
GalleryStudio GalleryHome galleryMuseumOnline galleryVanity galleryVirtual museumPublic galleryArts center
Online art galleryArt museumInstitutions
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Final Naming
+ Museum = SMUZEYS
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Typography
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Obligotary information
FACE
BACK
LogoDescriptionIdentity of tasteKids imageBraille lang
ConsistDescriptionWeightBarcodeProduct lifeProduct safe
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Digital implementation
SMUZEY
Museum on package Online museum on web
Design custom label Archive of labels& voting system
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Design custom labels
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Archive of labels and votingsystem
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THANK YOU!G3Siarhei HaidukNikolay PopovJulia BogachiovaIgor LipnitskyKatia Trapeznikova
BalticSchoolDesign / Minsk / 2013