How to Create Magical Packaging Which Really Make a Difference

Packaging has universal standards and appeal. No matter where you are, the structure, concept and technology remain the same. Brandiziac, a branding agency owned by Artem Shutov in Russia, believes that being different can make all the difference. Here, they unfold some mysteries to help us better understand branding and packaging design and its relevance in today’s world.

Brandiziac - Packaging
Frontal sides of Mask Spirit Wines Collection
Brandiziac - Packaging
Frontal sides of 4 SKU of milk cocktails named “Three cows, two cats” brand

Design packaging using your head over your heart.

Creativity can be of various forms, but in packaging design, and other forms as well, it needs to be channelised and questioned. While designing, there are a few boxes that need to be ticked in order to make a successful artwork. First is individuality, where memorability and uniqueness need to be strived for. Purity and clarity is another key factor. This is where communication needs to be clear and concise so that the consumer understands from the first sight what the product is and what it stands for. Stand out factor is crucial also.

Brandiziac - Packaging
Front side of 3 SKU of the series of fruit & berry punches concept
Brandiziac - Packaging
Cover of the gift package, greeting card
Brandiziac - Packaging
Frontal side of Real Chocolate Package

One of the key roles of packaging is to grab attention. During the course of a project, designers often go to a store and test their designs on the shelves. Lastly, adaptability and practicality need to be incorporated as well. There should always be a sense of continuity for future products for the brand and a user-centric focus.

Brandiziac - Packaging
Light Flight. Marshmallow and Cookies
Brandiziac - Packaging
Light Flight. Marshmallow and Cookies

From sketch to finish.

Every project is new and fresh and like a child needs special and personalised attention. From 20/20, brainstorming and other such creative methodologies, a lot of attention is given to the analysis of works of competitors and peers. Some things are standard though, like a briefing, followed by sketching and then revision of projects etc. Once the client waves the green flag, other resources like photographers, illustrators and artists might be involved.

Cheese in the faces
Brandiziac - Packaging
New Year gift set - Thermo mug, French cocoa and a recipe book
Brandiziac - Packaging
Slavyana Cookware

People go for the colours.

Packaging isn’t solely based on colour- everything is important, like fonts, graphics techniques, and composition. Colour is part of the team, but it’s perhaps one of the characters that people love to look at. It can be noted that it often helps create differentiation and allows for people to choose one product over another.

Redesign of meat products' labels
Redesign of meat products' labels

Used once. Used twice.

Packaging no longer is simply a square box. The shapes have changed and so have the ideologies, post-printing processes, and technologies behind it. New and unusual types of paper and cardboard have emerged bringing about the concept of reuse and recycle. Environmentally friendly packaging is important in today’s world and designers must design around the possibility of reuse.

DOBR BOBR. REDESIGN OF A FAMILY TOY
DOBR BOBR. REDESIGN OF A FAMILY TOY

Published in Issue 26

Packaging is the first vital step towards enchanting the audience. Who doesn’t like a cute box or a trendy bottle? With this issue, Creative Gaga lets the cat out of the box to reveal the world of packaging design. Featuring various local and international designers like Petar Pavlov from Macedonia and Brandziac from Russia, Elephant Design and Impprintz from Pune, the issue promises to be a keepsake for many.

 

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We are a bunch of enthusiastic creatives, designers and writers, who are committed to bringing forth the hidden Indian Design talent with an unbiased and unique approach to design.

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