DCO10003 Packaging Design Project 3 brief—Brand Focused Packaging (BFP)
Client: POLAROID branding is used in an educational context only.
1. Essential information link: POLAROID https://en.wikipedia.org/wiki/Polaroid_Corporation
2. General search: Polaroid branded or themed products, photographic equipment
3. Other brand references: Fuji INSTAX
4. Project summary (Week 6)
To establish a range of focused packaging solutions for a new range of POLAROID branded
products exploiting ‘POLAROID INNOVATION PACKAGING’ or POLAPAC*
The original POLAROID Corporation was founded in Cambridge Massachusetts, by Edwin Land in
1937. Described as a juggernaut of innovation, in many respects Polaroid was the Apple of its
time. CEO and founder Edwin Land guided the company for 40 years. Recognized by most as the
father of instant photography, he included all the operations of a darkroom inside the film itself.
5. AFTER MANY YEARS AS A MARKET LEADER and PRODUCT INNOVATOR —the inventors of
instant photography — POLAROID are relaunching into the post-digital photography era.
7. Renewed consumer interest and enthusiasm for soft-tech photography has offered Polaroid a
new lease of life with a range of established products and film types that has challenged
photographic innovation since 1937.
8. ALL past and present products offered by POLAROID are components of this brief.
9. POLAROID envisages three significant and identifiable sub-brands that facilitate focused new
product and marketing opportunities. The market sectors (defined as sub-brands ) may be
gender specific and defined by consumer aspiration. They may be focused around specific
products and product ranges according to each market sector profile.
10. Brand Value—Keywords
Lifestyle, soft-tech, innovative, urban cool, street-smart, confident, iconic, assured, stylish,
approachable, uncomplicated but sophisticated.
11. Sub-brands and market sector profiles
• d’Elan+ (pronounced de-lan plus) is a ‘Professional’ flagship sub-brand. This sub-brand will
represent POLAROID branded items of the highest quality and directed at professional users.
• Brooklyn+ (pronounced Brooklyn plus) is the cornerstone ‘urban style’ sub-brand most
influenced by contemporary urban East Manhattan style embracing the most contemporary or
seasonal sensibilities. This is urban chic — city —(but very Brooklyn).
• Icon+ (pronounced eye-con plus) is a ‘nostalgia’ sub-brand. Its style taps into the history,
innovation and iconic design that has defined POLAROID for over 80 years
12. Design scope
i. Packaging are limited to photographic—although this is an option— but ideally should extend
to any range of items that resonate the ideas and values of the POLAROID brand-values and
style. (Week 2 & 6 lectures)
ii. The key objective is to exploit and promote the unique POLAROID identity and expand its
range of products.
iii. It wants to do this by using packaging design that reflects POLAROID values in terms of design
innovation, unique product identity and quality.
iiii. Sustainability IMPORTANTLY — this new range of packaging designs must reinforce the
brand’s commitment to renewable materials, sustainability. (Week 4 lecture)
13. Project brief — The Product profile
The Product — Following your research into the overall brand;
First select a number of products that you think may fit the POLAROID brand— offer the best
i. For each item —ASK— What is it used for?, Where is it used?, When and How?, Who is it used
by? — in answering these questions, you have established a basic product profile for each item.
Then —identify your best product option—
ii. Which product offers the most opportunity to explore and innovate a package design?
14. The Consumer profile
Research and develop an overall consumer profile that compliments this product.
Consider age, gender, lifestyle, culture, aspiration, etc, of the likely user/consumer — This
establishes the consumer profile. —(A consumer profile should explain the typical or envisaged
consumer of this item,—Why they want it and—How they will use it—(in about 250 words).
15. Bring the Product and Consumer profiles together will help you to identify the sub-brand that
is appropriate for your envisaged consumer, then think about the design possibilities.
16. Start to develop a number of possible packaging ideas — consider the following questions to
help inform your packaging ideas…
17. What is it?…and how is it commonly packaged —(look at the same item by other brands)
18. Why is it packaged this way? — is it the best way?
19. Where is it used?
20. Answering these will help to form your packaging strategy.
21. What will help?
22. Mood boards (or) visual audits
23. Look at designs, products, items and packaging modes—to establish existing design
conventions and expectations.
24. Make separate colour, typographical and graphic mood boards to help identify graphic styles
25. A ‘consumer’ mood board will help to identify and focus who your consumer is. This should
contain images of people who you think look like or fit the image of your envisaged consumer.
26. A ‘ product’ mood board— is a collection of similar products, used to examine competitor
branding and graphic design. For similarities and differences/colours/typefaces/product names,
27. Use mood boards to make a clearer picture of your market sector and your consumer.
28. Write a brand narrative (story) that helps to focus your product and its connection to the
consumer. What idea do you want to convey about the product? —Is it fact or fiction?—
Earnest or fanciful?
29. The creative process — starts with…
30. The basic brand identity — POLAROID logo artwork will be provided via CANVAS
31. Naming — Your design must use one of the sub-brand names from the list above ( d’Elan+;
Brooklyn+ or Icon+
32. IN ADDITION you must also devise additional naming and brand identity for your chosen
33. Finally — the product, its packaging and the consumer…
34. Think about how your consumer wants to see the product, how they will evaluate it and what
will encourage them to buy it.
35. The brief (WEEK 6)
For Week 6 tutorial compose a return brief. (this is a summary of the brief in your own words,
your notes and resource references ideas notes etc)
Additionally, your return brief is used as a project summary when you undertake your design
36. What is a design Rationale?
• A design rationale is a formal document which outlines and summarizes the project and your
design. It details how you have researched it, your concept, design components, and
• The rationale will demonstrate all of the design components, including basic technical
information and technical drawings. The document is comprehensive, but concise. It must seek
to be a persuasive and convincing summary of your design.
37. Project outcomes — (overview of things you need to do to pass)
38. Evidence and application of research to inform the packaging design.
39. Evidence of Ideation and development of ORIGINAL and INNOVATIVE packaging design.
40. The design of a sub-brand logo or mark, an innovative product name and package surface
41. Evidence of the evolution of a physical prototypes used to develop the package design.
42. The integration of technical and sustainability knowledge in the resolution of the design.
43. Production of a high quality finished prototype —or— a substantial and detailed graphic
representation of things you need to do of the packaging design.
44. Production of a formal rationale document—as a PDF document—that provides sufficient
detail to explain the intention, resolution and technical information for the packaging design
45. Evidence—of regular participation and presentation in studio over the duration of the project
(Weeks 6 to 12) and the application of peer feedback in the development of design outcomes.