Project Context
Bonds Confectionery had spent a few years establishing it's internal digital capabilities, bringing in in-house photography capabilities, launching an ecommerce website and switching to a tablet based field sales solution. The next in-house advancement on their agenda was to explore new product developments, supported by an in-house team producing product packaging.
Previously new products had been few and far between as the cost of development, import and/or artwork production was high. This left little room for error as every product that was considered for development or expansion of the product range could be a costly mistake if never reaching it's launch. When the already established ranges' designs were refreshed, this was outsourced, incurring large expenses, increasing development timescales and removing the hands on in-house support and control over art direction.
I was tasked with producing new product packaging artwork, establishing an internal design team and providing future support with packaging artwork and 3D mockups when required.
Key Insights
Through speaking to the directors at Bonds Confectionery, I was able to understand the previous processes and implications that came from them. These were challenges to overcome; enabling the company to be more self-sufficient, flexible in packaging capabilities and reduce the cost or developing new products.
- Packaging designs were outsourced to external design agencies who would charge a premium for artwork.
- Multiple revisions from the design agencies would delay final artwork.
- Production of new products was often limited due to design and development constraints.
By bringing the design of product packaging artwork in-house this will enable the new product development team to be more efficient, as well as providing new exciting development opportunities to the product ranges.
Design Requirements
For all design projects the product packaging was ultimately intended to be appealing to the target consumer, highlighting the product inside and generate sales. Legislation also needs to be followed around describing the contents as well correctly providing and formatting ingredients. The printers also need to be supported by providing clear well laid out files for them to print from.
1. Ingredients on food packaging needs to be correctly laid out with all allergens and potential allergen contaminants being highlighted in the format as set out in food law.
2. Pantone colour matching to be used, as well as providing a legend with the relevant colour swatches.
3. Organised artwork file layers.
4. All external assets embedded or linked within a supplied artwork folder.
Artwork Mockups
Final Thoughts
Various new products were successfully launched as a result of providing in-house capabilities for packaging design. This helped grow Bonds Confectionery's New Product Development team and established an in-house design team from the production of new packaging artwork.
My skills in design and photography were beneficial to support the all-round process of producing product packaging, and I was successfully able to support in establishing a design team that still thrives within the company.
