Packaging and Merchandising Design - Project 2

21/05/25 - 05/06/25 (Week 5 - Week 7)

Andrea Choo Qin Hui (0366959)

Packaging and Merchandising Design / Bachelor of Design (Hons) in Creative Media

Project 2 

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INSTRUCTIONS

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PROJECT 2

             This collaborative project brings together students from the Design School (TDS), the 

             School of Biosciences (SLAS) and the Business School (TBS) to develop a commercially 

             viable product 'DYO' a customizable water bottle. Building on work completed in the 

             previous semester, where TBS and SLAS students developed the product concept, the 

             current phase focuses on creating effective packaging and a cohesive brand identity. 

             The project also integrates essential components such as a business model, financial 

             plan, consumer profiling, packaging design, media visibility and marketing strategy. 

             As part of this collaboration, we are tasked with proposing and creating packaging 

             designs that not only enhance the product’s visual appeal but also communicate the 

             brand’s values and benefits clearly to the target market. To achieve this, we will begin 

             with thorough research and analysis of both the product and its intended audience, 

             identifying unique selling points (USPs) and consumer preferences. Using these 

             insights, we will develop original and visually compelling packaging concepts that align 

             with the brand message and appeal to both local and international markets. 

             Additionally, we may also take on the responsibility of establishing the overall brand 

             identity to ensure consistency across all touchpoints.

Introduction to DYO

Figure 1.1 DYO's Target Consumers Slides

             Before proceeding with anything, the Psychology students provided us with the 

             finalized slides detailing DYO’s target consumers. This gave us a clearer understanding 

             of the audience we were designing for and allowed us to tailor our packaging concepts, 

             branding elements and overall communication strategies to better resonate with the 

             intended market.

             They have also provided us with DYO’s prototype sketches, allowing us to better 

             visualize the product’s form, features and overall functionality. 

Figure 1.2 DYO Classic's Prototype

Figure 1.3 DYO Active's Prototype

Figure 1.4 DYO Care's Prototype

Figure 1.4 DYO Mini's Prototype

             After discussion, my group and I (consisting of Aidi, Aliah and Ameely) decided to 

             pick DYO Classic as our focus for the packaging design. By selecting DYO Classic, we 

             aimed to create a packaging concept that highlights its sleek, customizable features 

             while maintaining a balance between functionality and aesthetic value.

DYO's Logo

             But before starting with the packaging design, we were tasked with creating the logo for

             DYO, as it would serve as the foundation for the brand’s visual identity. The logo 

             needed to be versatile, memorable and reflective of the product’s customizable and 

             modern nature. It was important that the logo could be easily adapted across various 

             platforms and packaging formats, ensuring consistency throughout the brand's 

             presentation. This step was crucial in setting the tone for the overall look and feel of the

             product.

Figure 2.1 Logo Designs by Me

             For the logo design, I aimed for a classic and iconic look, something that users could 

             recognize at a glance. I wanted the logo to feel timeless and memorable, so I 

             intentionally kept it clean and simple, avoiding overly complex elements.

Figure 2.2 Final Logo Designs from DYO Classic Group

             Here is all chosen designs that was designed by DYO Classic Group (us), sending it to 

             the Whatsapp group chat where the design students could vote on everyone's logo and 

             eventually finalize on the design. 

Figure 2.3 Finalize Logo Designs From All 4 DYO Groups

             Here is all the chosen designs from each DYO Group (Classic, Active, Care & Mini) that 

             will be given to the business students to discuss which logo would be the most suitable 

             for the brand. 

             The business students ended up choosing logo number 4 because they liked its fun and 

             playful look. However, their main concern was that it looked a bit too much like 

             someone's handwriting, which might make people think DYO is a brand for kids. To fix 

             this, they suggested making the letters straighter and a bit neater, while still keeping 

             the fun feel. This way, the logo would look more grown-up but still friendly and easy to 

             remember.

Figure 2.4 Finalized DYO Logo

             With the logo finalized, we could then finally proceed with the packaging design of DYO

             Classic. 

DYO Classic's Packaging Design

Figure 3.1 Packaging Design for DYO Classic

             We had several different ideas for the packaging design, each exploring different styles 

             and concepts. However, after presenting our options and receiving feedback from Mr. 

             Shamshul, we eventually decided to go with Inspiration 3. His input helped us see 

             which direction aligned best with the brand and target audience, and we felt that 

             Inspiration 3 struck the right balance between functionality, aesthetics and brand 

             identity.

             However, due to the shape of the box, Mr. Shamsul also recommended that we use a 

             sturdier material, most specifically a rigid box. This would help the packaging maintain 

             its structure and provide better protection for the product inside, while also giving it a 

             more premium and professional feel. His advice guided us to consider not just the 

             visual design, but also the practicality and durability of the packaging.

             Aliah and Ameely were in charge of creating the packaging template and the initial 

             packaging sketch. They worked together to plan out the structure and layout of the box, 

             making sure it fit the product well while also reflecting the brand’s overall look and feel.

             Their contributions helped lay the foundation for the final packaging design.

Figure 3.2 Initial Packaging Design

Figure 3.3 Initial Packaging Design's Rationale

             This was my initial packaging design for DYO Classic, I wanted the box to have a classy 

             look with the logo looking embossed onto the box. (although it really didn't look like it) 

             But after getting feedback from Mr. Shamsul, I decided to just redo it since he told me 

             that my packaging design seemed more like it's for a perfume not a bottle. 

Figure 3.4 Final Packaging Design

Figure 3.5 Final Packaging Design's Rationale

             This time, when designing the packaging, I referred to the Consumer Profiling 

             Summary provided by the business students to guide the overall look and messaging. It 

             helped me better understand our target audience, their preferences, lifestyle and what 

             they value in a product. Using this information, I was able to create a design that would 

             appeal to them visually while also clearly communicating the product’s key features and

             benefits.

             I decided to trace the prototype that was given to us during the first week and 

             incorporate it into my design, as I felt it would create a more meaningful and impactful 

             connection between the product and its packaging. I also had the idea that the ‘O’ in 

             DYO could be a visual element tied directly to the product as the 'O' itself already 

             looked quite impactful and unique to me. This small detail helped the logo feel more 

             intentional and added a layer of uniqueness to the overall design.

Figure 3.6 Consumer Profiling Summary

             Since the eye tracking device wasn't working, we decided to ask for Mr. Shamsul's 

             opinions instead, since we were running out of time and needed to print it out as soon 

             as possible. 

Figure 3.7 DYO Classic Packaging Design Options

             Mr. Shamsul mentioned that he preferred the designs shown on slides page 8 and 9, so 

             we decided to combine elements from both. By merging the strengths of each design, 

             we aimed to create a more balanced and visually appealing final packaging that aligned 

             with his feedback while still reflecting our original ideas.

Final DYO Classic's Packaging Design

Figure 4.1 Final DYO Classic Packaging Design

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REFLECTIONS

Experience: Working on the DYO project has been a really insightful experience for me. It was my first time collaborating so closely with students from different faculties and it taught me how important teamwork and clear communication are when developing a product. From creating the logo to designing the packaging, I was able to explore different parts of the design process while learning how to align creative ideas with real consumer needs.

Observations: I noticed that feedback played a huge role in shaping our final design. Mr. Shamsul’s input and the business students’ consumer profiling helped guide many of our decisions. I also saw how much small changes, like tweaking the logo style or choosing a stronger material can affect how the product is perceived. It’s not just about making something look nice, but making sure it fits the brand and works well in real life.

Findings: Through this project, I learned that good design is about balance between creativity and practicality, aesthetics and function. Using the consumer profiling data helped me better understand who we were designing for, and that made my work feel more purposeful. I also realized how important it is to stay open to feedback and be flexible with changes, because those changes often lead to better outcomes.