Global Strategy |
Branding |
Naming |
Design |
Digital Media
| Packaging Design |
|
We have come a long way since wooden barrels and woven bags were used as packaging for products. Globally the packaging industry is worth over $400 billion, with companies actively investing their resources into new product development and packaging design innovation to drive growth within their industry and increase their market share. Packaging often offers one of the last opportunities to influence the purchasing decisions of consumers in a store setting, therefore on a basic level, the better the packaging, the greater the chance that consumers will buy your product. Effective packaging should:
Services available to our clients include: Design Research and Trend Watching: gkBRAND frequently meets with partners from around the world to discuss, trends, forecasts, and compare learning and business solutions. Clients benefit from the wealth of shared knowledge from different countries and cultures around the world. We can watch trends developing and emerging in different markets around the globe, and evaluate them on a local and international level, long before deciding whether to implement them in local markets. Idea Generation: The best strategic packaging design solutions begin with a brainstorming or mind mapping session. Starting with a competitive analysis, background research, the client’s objectives and positioning strategy, we begin uncovering innovative solutions that solve any merchandising and point-of-sale issues and build brand equity. Packaging Design and 3D Modeling: Our packaging and modeling teams offer implementation and art preparation using state of the art digital technology. Digital Keyline: In the creation of a keyline, the art file speaks the details for each individual job. The ultimate goal is to attain design standards and colors specific to each brand. Production Art: Creating production art from design files requires the adjustment of files to match the desired printed outcome. During this process, we work with rounds of color exploration and design adjustments. Photo Composition and Retouching: We can digitally alter any image, including matching preexisting images or colors, or creating a new image from several separate images (composition). Implementation and Roll-Out: Often, we are charged with implementing a brand design strategy across many SKU's. We are able to implement art across a line of products under the same brand architecture while holding true to the visual brand design specifications across different types of packaging. File Preparation for Print: We can prepare files for a large print runs, and ready master files for final separation and print. The final electronic files will include all the necessary data to ensure a successful print run. A member of staff is always present for on-press supervision, to review the project with the plant, check the samples, and to review the proofs. Technical Drawings: Using information from ideation and brainstorm sessions, our designers move into technical drawings to review feasibility, ergonomics and creativity of each idea. This stage allows us to test ideas, and our clients to visualize ideas as they take on 3D virtual forms. We can wrap any form with graphics and colors to create photorealistic visuals. Using information from ideation and brainstorm sessions, our designers move into technical drawings to review feasibility, ergonomics and creativity of each idea. This stage allows us to test ideas, and our clients to visualize ideas as they take on 3D virtual forms. We can wrap any form with graphics and colors to create photorealistic visuals. Mix 3-D with Reality: Often, a client wants to use existing photography, but redesign packaging graphics. To solve this problem we would build a 3D model of the packaging and apply new graphics to the model. Next, we match camera angles and lighting of the original photo and produce the new image. Rendering: Rendering is the final step, where the computer processes all the data and takes a "virtual photograph" of it. The resulting image is produced as an Adobe Photoshop file that can be used across different platforms. Technical Drawings: Using information from our idea generation sessions, our designers create technical drawings. This stage allows us to test ideas and feasibility, and our clients to visualize the packaging as the ideas take on 3D forms, that can be wrapped with graphics and colors to create photorealistic visuals. Comp Capabilities: Our comp capabilities are unparalleled. From a simple box comp to large scale heros, our innovative techniques are the key to meeting any packaging prototype challenge. Our comps provide clients with an exact replica of their product packaging using custom colors and substrates. These packages are flawless and free of extraneous graphic elements that may detract from the brand message. Clients use our comps and mock-ups for:
Any new packaging design, or significant change in an existing package, should always be subjected to the scrutiny of objective feedback through a number of research methods. As marketers seek a return on investment from re-packaging initiatives, research becomes increasingly important. Research helps to evaluate packaging systems across different forms/structures and retail environments. What works in one retail outlet may not work in all. It is also valuable to speak with retail personnel, to understand the implications of alternative packaging structures on merchandising and retail presence, and evaluate point of sale materials and promotions. Some consumer goods clients find that it is worthwhile to conduct ethnographic research, to observe people transporting, using and storing packaging within their homes. Please contact us for your packaging design research needs. Collateral Materials: Marketing materials, or sales collateral materials are used to support the sale of your products. At gkBRAND we can develop, create and produce a wide range of collateral materials, including:
Please contact us with your packaging design project needs. |
