1 Decision
The decision to use MOCO Coffee was chosen and consent obtained to be utilised as a conceptual real client for the redesign of their packaging by incorporating more sustainable packaging elements. The process was documented in a coffee table book and published, the process steps were posted on a continuous blog and video vlog post each month, starting from August 2020 to June 2021. Practical Portfolio entitled 3 Final Redesigned MOCO Coffee Packaging Options, a Coffee Table Book design and Documented 11 Step Packaging Design Process. The process steps documented and packaging options created followed a design through research-led based approach. The final three packaging options were designed according to each step by finding the balance between premium and green elements of the process researched and decisions made based on the research findings.
In today’s marketplace, image is everything. How a company looks to the outside world sets the tone for all of the interactions – with customers, partners, media and other key stakeholders. One cannot afford to present an unprofessional or inconsistent image in a competitive and crowded landscape. Especially through the best image creating tool, words. Therefore Supremacy the researcher’s personal freelancing brand is defined as ‘The state of being supreme, ‘Premium’, ‘Supreme authority or power’ or in other words supplying the at-most supreme quality of work. Written on a high academic writing level and design terminology used in a playful manner. The slogan ‘creating your lasting legacy’ express the importance of social responsibility of making a change by incorporating green sustainable elements in design. Finding the balance between premium and green design at every touchpoint.
The personal beliefs of the designer need to be brought into balance with their creative actions. Their values should be an example of the changes they would like to see in the world. Designing can be a strong means to change the world around us. Design that set ethical standards can add to the quality of life experienced by future generations (Perkins 2006). Quoting Milton Glaser who said, “Good design is good citizenship” (Swoker, 2015). Well-designed creations are a necessary duty to the society and country of which designers are part of (Swoker, 2015). Good design has elements that when used correctly add to the greater good of the citizens of a country (Swoker, 2015).
a) The Argument
The research problem was identified as high-quality coffee products have shifted their focus on their packaging being more environmentally friendly, therefore the definition for the term ‘Premium’ needed to be challenged. The literature and field research found has proven the hypothesis that in order to claim that coffee packaging is perceived as ‘premium’ it should incorporate green packaging attributes, to fully influence the purchasing decision of the coffee consumer. The aim of the practical research was to investigate how a Graphic Designer can find a balance between the multisensory premium coffee packaging and green coffee packaging design attributes. Furthermore, “a practical design approach needed to be established in order” to bridge the gap between the perceived idea of quality and the “actual” quality level of the product. The ultimate aim is to design in such a way that improves the coffee consumers’ experience and take care of the environment simultaneously.
b) The Alternative
An alternative to the chosen artefacts would be to use multiple premium brands in the analysis of finding the balance between premium and green packaging design attributes. This option would gather more information on multiple brands and consumer perspectives.
c) The Evaluation
It was evaluated whether or not each step of the process fulfilled the requirements of levelling out the balance between premium and green attributes. As the practical project was research-led every step of the process was justified to fulfil the requirements.
d) The Criteria
Each step of the process should fulfil the requirements of levelling out the balance between premium and green attributes.
e) The Issue
Self-manufacturing of the wax packaging option was found to be troublesome. The right solution would be to find the right wax packaging manufacturer.
2 Design Artefact
11 STEP PACKAGING DESIGN PROCESS
1. PACKAGING REQUIREMENTS
o Packaging Requirements
o Product Data
o Consumer Profile
o Product Brand Properties
2. RESEARCH
o Client Research
o Market Research
o Design Strategies
o Decorative Semiotics Language
3. DESIGN DIELINE
o Shape
o Size
o Scale
4. DESIGN CONCEPTS
o Colours
o Imagery
o Icons
5. REFINEMENT
o Materials
o Textures
o Multisensory Elements
6. BACK DESIGNS
o Legal and Mandatory Guidelines
o Ingredients, Barcode, Nutritional Facts
o Packaging Codes
7. PRINTING
o Process
o Colours
o Inks
o Set-up
8. MANUFACTURING
o Packaging Option 1 Process
o Packaging Option 2 Process
o Packaging Option 3 Process
9. DISTRIBUTION
o Distribution Channels
o Types of Distribution
o Distribution Packaging
10. SHELF PLACEMENT
o Packaging as a Marketing Tool
o In Store Packaging Shelf Appearance
o Packaging Shelf Life
11. WASTE PROCESS
o Green Citizen
o Waste Management Plan
o Waste Disposal Process
o Where to Recycle
3 Design Intent
Through the findings of the study, the relationship between multisensory premium packaging and green packaging attributes are found. The consumer’s perceived idea of premium and green packaging are clarified. From a practical perspective, the results of the study could influence the purchasing decisions of the South African coffee consumers, therefore increase sales. Furthermore, the design process will assist the packaging design industry. Consumer marketing research contributes to the packaging design industry to understand the consumer’s needs and to design according to the requirements.
