1 / 26

Revamping Mobile Packaging for Philips: A Focus on Design and Connectivity

In this comprehensive design revamp project for Philips mobile packaging, initiated on September 28, 2011, we aimed to streamline box sizes, simplify artwork, and enhance cost-effectiveness. Our objectives included standardizing structural designs, refining graphic artwork, and elevating the unpack experience. We explored two central concepts: "Product is King" and "Lifestyle is King," tying them into the overarching theme of connectivity. By leveraging contemporary visual identities and lifestyle imagery, we sought to ensure consistent messaging and strong consumer recall while reducing execution time and costs.

hamal
Télécharger la présentation

Revamping Mobile Packaging for Philips: A Focus on Design and Connectivity

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Mobile Packaging Revamp28 September 2011 Work in progress Philips Design 28 september 2011

  2. Project briefing objectives • Target: – Scale down the box size and standardize it – Simplify the artwork design – Cost effective execution • Areas of revamp: – Structure – Graphic artwork

  3. Size and Structure Standardization

  4. Current packs - overview Essential Xenium X121 Classic Xenium X523 Classic + Xenium K700

  5. Unpack experience – ‘lifting lid

  6. Verbal articulation – Approach 1 Amplify main proposition Add product specific sub headline Always connected Enduring connection Always connected Maximum performance, minimum fuss Always connected Enjoying a marathon of entertainment

  7. Verbal articulation – Approach 2 Product specific headline ‘umbrella’ proposition linking across ranges Enduring connection Always connected Maximum performance, minimum fuss Always connected Enjoying a marathon of entertainment Always connected

  8. Visual articulation

  9. Product is King – Essential Proud presentation Always connected Sub headline

  10. Product is King – Classic / classic + Design detail, product glorification, proud presentation Always connected Sub headline

  11. 2. Lifestyle is King – Essential emotive: together, sharing the moment, playful, colourful, energetic, alive, dynamic, bright, freedom Always connected Essential proposition sub headline

  12. 2. Lifestyle is King – Classic/ classic+ emotive: on the move, successful, energetic, dynamic, human element, captured in the moment, precision, efficient Always connected Classic proposition sub headline

  13. Overview – Proposed 2 directions (on 8 September 2011) 1. Product is king 2. Lifestyle is king Essential Classic /+ Essential Classic /+ Always connected Sub headline Always connected Sub headline

  14. Concepts ‘Product is King’ 2. ‘Existing Marcom Images’ 3. ‘New Lifestyle Images’

  15. Concept 1. Product is king • Small pack size allows image to run across front and side panels • Time consuming execution (need to crop each product image nicely) • Requires special product emotive photography, beyond standard product shots • Differentiation essential/ classic/ through product image only • No lifestyle image

  16. Concept 1. Product is king SCHEMATIC ONLY SCHEMATIC ONLY Essential Classic/ Classic +

  17. Concept 1. Product is king (angle studies) SCHEMATIC ONLY SCHEMATIC ONLY Essential Classic/ Classic +

  18. Concept 2. Using existing MarcomImages • Direct link to other Marcom touch points BUT: • Time consuming execution (need to find proper image for each pack) • Tedious artwork process • Human faces: racial and gender issues • Product in use is limiting (cannot use same image on more packs) • Product image is repeated • Lacking visual consistency across range (confusing for consumer) • No clear differentiation essential/ classic/ .. • Unclear proposition

  19. Concept 2. Using existing Marcom Images SCHEMATIC ONLY SCHEMATIC ONLY Essential Classic/ Classic +

  20. Concept 3. New Lifestyle Images ‘Always connected’ (recommended direction) • Save effort and resources (no retouching required) • No ‘product in use’ images gives freedom in identity and execution • Easy to implement (image bank) • Clear communication of proposition/ and end benefit (Always connected) • Consistent visual identity within ranges (Essential/ classic) • Systematic design • Contemporary look • Strong differentiation (Essential/ classic) • Strong recall for consumer (repeated messaging) • Future proof (expandable for future propositions and upgrades to Premium etc..

  21. Concept 3. New Lifestyle Images Implementation system One master image per segment cropped in different ways – save time and money IMAGE SAMPLE

  22. Concept 3. New Lifestyle Images Implementation system One master image per segment cropped in different ways – save time and money IMAGE SAMPLE

  23. Concept 3. New Lifestyle Images Always connected Sub headline SCHEMATIC ONLY SCHEMATIC ONLY Essential Classic/ Classic +

  24. Concept 3. New lifestyle Images (angle studies) SCHEMATIC ONLY SCHEMATIC ONLY Essential Classic/ Classic +

  25. Overview of the 3 concepts Always connected Sub headline Product is king (product celebration) 3. Lifestyle is king New image bank (end benefit) 2. Lifestyle is king ‘Marcom images’ (product in use)

More Related