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DESIGN CHALLENGE

We were asked to design an innovative men’s grooming gift set package that targets men in the 18-35 age demographic. The package secures three 3oz grooming products including body wash, lotion and scrub. To attract beauty bloggers and editors as well as rival companies the package needs to have visible distinctions that set it apart from competing brands and it may spin-off into a women’s cosmetic collection.
Client: Paperboard Packaging Alliance Design Challenge
Year: 2014
Role: Package Design, Branding Strategy, Art Direction.
Skills: Ideation, Marketing Research, Customer Survey, Packaging Structure, Branding, logo and logo type, Illustration and Graphics.
Tool Used: Photoshop, Illustrator, Indesign
Awards: A’ Design Award(2015), The Dieline(2015)



AUDIT & ANALYSIS

Based on the consumers’ surveys and numerous interviews
  • 80% female consumers buy the gift sets for their father or other relatives.
  • 20% female consumers buy the gift sets for their partners.
  • 60% citing packaging graphics and product information as the most significant factor.
  • More than 70% prefer innovative and expensive packaging.
Based on the retailers’ surveys and numerous interviews
  • More than 65% consumers are female.
  • High-end men’s grooming gift sets are most commonly purchased by the age group 25-40.
  • Packaging graphics and price are most important aspects to attract consumers.


DESIGN SOLUTION BASED ON FINDINGS


  • Create a structure that can serve as a merchandise display and easily to convert back into a package for purchase / transport
  • Create an innovative, distinguished storage and display structure which attracts consumers attention immediately
  • Design a high-end gift set package that implies a modern luxurious lifestyle

We designed this package that can be easily transformed into a display in a retail scenario with presenting the products and the products’ information. This feature also created surprising and memorable experiences for the users. Furthermore, the one-piece packaging structure facilitates mass production and transportation.


NAMING & BRANDING


The name OBSIDIA was inspired by the volcanic extrusive igneous rock Obsidian. The volcano and the raw stone reflect the inner strength of man.



Copyright Simone Simin Li, 2018. All rights reserved.