2. I. Introduction ........................................................................................................................2
II. Thought Process..................................................................................................................3
i. Including the List of Necessary
Requirements……………………..………………………………………………………………………………………….3
III. Design Process .....................................................................................................................4
ii. Structural Concepts ……………………………………………………………………………………………………….4
IV. Design Process continued ...................................................................................................5
iii. Naming and
Branding…………..……………………….………………………………………………………………………………….5
V. History Behind The “Charred” Name ..................................................................................6
VI. Graphic Concepts.................................................................................................................7
VII. Graphic Concepts for Her Too! ...........................................................................................8
VIII. Design: Opening & Reclosing Feature. ................................................................................9
VIIII. Design: Structural Die-Line ............................................................................................... 10
X. Meeting Necessary Requirements. .................................................................................. 11
XI. Added Benefits. ................................................................................................................ 12
XII. Market Overview. ............................................................................................................ 13
XIII. Audit and Analysis: Competitors ...................................................................................... 14
XIV. Marketing Plan: Promotion .............................................................................................. 15
XV. Analysis: Interviews and Feedback. ................................................................................. 16
XVI. Conclusion. ....................................................................................................................... 17
1
Table of Contents
3. The structural design of any consumer packaging requires an extensive amount of
crucial planning, research, decision-making, and, decisively, a strong ability to visualize
an entire operation, coordinating together to accomplish a universal goal. The blueprint
of our package has been designed to exceed our goals and expectations.
This report will have all the features that will grant the reader complete access to each
and every detailed aspect of this year’s Paperboard Packaging Alliance design
challenge process for men’s grooming products. This includes the discussion of both
thought and design processes and attributes of the design, graphics, and packaging
components, along with thorough information of customer and consumer
considerations, accompanied by the standard necessary requirements.
The report will encompass a marketing summary of all significant information in relation
to our consumer and package, including the benefits our design offers to traditional
men’s cosmetic packaging, along with an explanation of how the gift set package can
be replicated for “His and hers” packaging concepts. This section has been included to
allow our readers to have a more suitable understanding of our entire operation.
Our guarantee ensures that any reader who reads this marketing report will gain a
complete understanding, along with the benefits of knowledge, of how this package
design correlates with loyal, and new, men consumers. The reader’s awareness shall
enable them to feel comfortable and confident with the design and provide them with the
essential fundamentals needed to induce their success which will then establish a
strong efficient overall package.
PRODUCT NOT ENCLOSED!
There is no window therefore we chosen not to ship product inside this package
Introduction
2
4. Ideally designing a package for men’s cosmetics you have to take a lot into
consideration.
1. First, you have to be sure it’s rough around the edges, just how all guys are.
2. Second, it has to have sex appeal; competitors such as Old Spice and Axe have
used commercials to brand “sex appeal;” however, our team wanted the
package itself to illustrate sex appeal to both male and female consumers.
3. Third, the image and the brand name needs to be manly and in your face!
Guys need to feel comfortable picking up the package and not ashamed or
embarrassed. Also the package needs to be cute enough for women to
purchase for the special men in their lives and later on for themselves too.
Thought Process
3
5. We began our design process with an idea of a tool belt. Then the idea sprung out of
making three lashed barrels, they are rougher around the edges and illustrate the sex
appeal we’ve been looking for. They are aged, matured and ready to be served.
Barrels are also tough, manly, and strong. With all the beer commercials currently
featuring males and females it would be hard to imagine a man feeling ashamed or
embarrassed of picking up one of these packages off a shelf and carrying it. Also the
idea of whiskey barrels for men could easily be transformed into wine barrels for
women.
Structural Concepts
Design Process
4
6. We also wanted to incorporate texture to our package, we decided on adding two metal
bands to the outside diameters of each individual package. These metal bands are
made from recycled aluminum cans and taped together for prototyping purposes. To
keep the three barrels together they will be tied together with heavy duty rope by using
double bowline knots.
Naming and Branding
Design Process Continued
5
7. Elijah Craig was the first person who “charred” the insides of a barrel to kill any
flavors from the barrels’ original contents.
Whiskey is aged in charred oak barrels, the liquid seeps under the layer of char
where it interacts with the caramelized wood beneath, making it smooth, mellow,
and distinctly amber.
Ideally charring enhances flavor!
We want our consumers to feel as if we charred the inside of our packaged
barrels to enhance the products inside that they are strongly considering of
purchasing.
History Behind “Charred” Name
6
8. Our Graphics add realism to our already life-like barrel structure. We used a
background texture of wooden planks to capture the full appearance of a barrel. Each
different product is accompanied with a different wood type. The Facial Wash can be
likened to a Cedar while the Exfoliating Scrub a Padauk, and finally the Moisturizing
Lotion a Cherry. Each barrel is marked with a symbol which coincides with the text label
and encased product.
Unlike other package sets where one has to read fine print to see which product come
in the set, our product quickly and accurately tells the buyer what is included, a Facial
Wash; Exfoliating Scrub; and Facial lotion.
The barrels have the Charred logo designed in a manner to give a burned and branded
look. The fonts used are similar to those used on various whisky and bourbon bottles to
once again tie in the product to the barrel package. The graphics display where to open
the re-closable carton with a pull up gesture and text.
Graphic Concepts
7
9. Women can also enjoy the Charred Product line. We have changed the graphics to
appeal more to women by softening the font and lightening the colors. The barrels for a
women’s line will keep with the wooden background but with a more colorful twist. Each
barrel will have a hint of the color used in the symbol displayed on top. Contrary to
many cosmetic products which have been re-released “for men”, our product, designed
and crafted by men for men will state which product line was created for their
counterparts. The metal bar bands will be less rugged and more smooth with a
sparking silver color, also instead of string possibly going with a ribbon or more feminine
string.
Graphic Concepts for Her Too!
*Easily turn the traditional men's whiskey barrels into wine barrels for women!
8
10. To open this package is fairly simple; using both the index finger and the thumb,
pinch the top tab located above the pointed finger diagram and simply lift and peel
back. The design features an inside slit lock closable feature that is ideal for multiple
uses and storage of the cosmetic products or consumers other desirable contents.
Design: Opening & Reclosing Feature
9
12. Include three sections/slots for products; factial wash, facial lotion, and factial
exfoliating scrub
Accommodate products (facial washm facial lotionm and facial exfoliating scrub
no more then 3 fluid onuces in size
Feature the renewablity,recyclabilty, verstatlity, and innovation of paperboard
Contain a minimum of 70 percent of paperboard
Appeal to men in the age range of 18-35
Appeal to industry executives.
How it includes three sections for the three products:
Our design is actually comprised of three individual barrels that are pieces on their own
and brought together through the use of stacking the structures and using a rope. In
each of these barrels, there is room for the 3oz bottles of product to sit nicely inside. We
also differentiated which products were in which barrel by using different “types of
wood” or shades of color for each barrel, as well as placing a short, easily read title on
top of the barrel for the consumer to see.
How it accomodates the products:
The bottles for the products will be, at most, 3oz for each and will be made short and
wide (Diameter of 2. 5” and height of 3.5)
The rope was used to bring all three of the barrels together as well as to aid in that
same rustic mentality we were aiming for, in addition to giving a carrying handle for the
consumer which would aid in drawing people in and wanting to hold onto the package
The material chosen for the barrels was 16 point SBS it’s very clean and it reflects more
of the value and high end purchasing power. In choosing to use paperboard, we were
also able to have a sustainable and renewable material that could be recycled after the
product had been removed if so desired.
Meeting Necessary Requirements
Necessary Requirements
11
14. Based upon the manner in which we have designed our package and the decisions we
made regarding the target market, we believe there is a bright future for this manly but
elegant men’s cosmetic package. We have addressed our package design to target
men and women ages 18-35. We feel that the whiskey barrel look will quench the thirst
of the 18-35 age group, those who are searching for a good time after a long week of
school/work. We are confident that that our design will appeal to industry executives as
it has an aged, mature look to it. Almost has that Viagra slogan theme, “The age of
knowing how to get things done.” The package is designed to please loyal customers as
well as to attract new customers. Women will likely buy this for the men in their lives it’s
cute but manly at the same time. Also, to attract women, all that needs to be done is
changing the graphics color and font style to easily transform it into a wine barrel.
Marketing Overview
13
15. Shown above are the top three competitor’s for men’s cosmetic gift package designs.
All three have a generic square/rectangle shape structures and only differ by size and
colors. The “Charred” gift set package will immediately stand out and give consumers
more of a textured feel. In addition, the barrels are sized enough to fit into consumers
hands, which will generate the feeling that they are holding the actual product in their
hand and not just a package.
Audit and Analysis: Competitors
14
16. Marketed as a premium product
Organic but manly & easily converted to women!
Marketing Plan: Promotion
15
18. The creators of this design feel confident that the research, planning, and decision-
making that have gone into this package will result in a robust and efficient overall
package. This package is expected to not only meet the anticipated marketing goals,
but also exhibit longevity, versatility, and noticeable brand/package efficiency.
No package is exquisitely perfect, and while we do acknowledge this, we believe that
this package is set up for a big success through the men’s toiletries $3.2 billion forecast
hit in 2016.
We truly believe in the high quality of this design and strongly feel this package is able
to achieve both the goals asked of us, as well as exceeding the expectations of this
year’s judges. It is our hope that the readers of this marketing plan feel the same and
have the utmost confidence in the future of this manly but elegant men’s cosmetic
product packaging design.
Conclusion
17
