PROJECT DESCRIPTION

In this project you will explore packaging design as one of the most challenging and demanding

disciplines within graphic and branding design field. In this project, you will reimagine a principal

display panel $($PDP$)$ of a laundry detergent package for the pioneering $$green$$ brand Seventh

Generation. Your objective is:

$$ To reflect Seventh Generation$$s long$-$standing heritage and brand equity as the pioneer of $$Green

Product$$ category in North America.

$$ Create a visually stronger and more memorable and unique brand identity.

$$ To create a powerful visual, shelf presence. Package will serve as aid for in$-$store recognition and

a point of differentiation from competition.

$$ Stronger emotional connection with the consumer.

TARGET MARKET INSIGHT $($SOURCE: Roper$-$Starch, the Green Gauge Report$)$

Consumers would gladly make the greener choice, if:

$$ Price: if the product does not cost more

$$ Habits: consumers do not want to change habits

$$ Convenience: if the product can be purchased where they already shop

$$ Brand recognition: product needs to come from a trusted brand

$$ Quality: it must be at least as effective as the existing products

DISTRIBUTION: Health food stores, specialty stores, selected

supermarkets $($Loblaws$,$ Target, WalMart$),$ on$-$line and mail$-$order catalogs in the United States

and Canada.

ADVERTISING: Advertising support for this brand is limited to online ads.

PROMOTION: $$Retail theatre$$ product sampling, in$-$store demos, shows.

VISION: Trust & Authenticity

Seventh Generation is committed to becoming the world$$s most trusted brand of authentic, safe,

and environmentally responsible products for a healthy home.

COMPETITION:

Method: Products that work, for you and for the planet.

Ecover: Non$-$Toxic, Environmentally Sustainable Laundry, Dishwashing and Household Cleaning

Products.

Tide: World$$s leading laundry detergent.

Phase $1$: Visual Translation $($Brand Portrait$/$Design Inspiration$)($Week $7)$

In this phase you will go from discursive to visual communication by sourcing images and making

a collage to visualize all of the concepts contained in your design brief including: $($A$)$ the user

persona, $($B$)$ the competitive audit, $($C$)$ brand design inspiration board $($mood board$).$

Phase $2$: Creative Concept Development $($Week $8)$

In this phase you will design three $(3)$ separate concepts for your package redesign. The

information on how to use the design process to create creative concepts will be provided in the

course lectures.

Phase $3$: Package Redesign $($Week $9)$

In this phase you will create a single $11$ x $17$ presentation for your chosen package redesign

concept in Adobe Illustrator. The brand standards page will include the following elements: $($A$)$

The chosen principal display panel $($PDP$)$ concept, $($B$)$ the redesigned Seventh Generation brand

mark, $($E$)$ the brand colors, $($F$)$ and two brand typefaces.

In your final submission you will combine $(1)$ the Visual Translation and the brand standards page

including the Principal display panel $($PDP$)$ for the redesigned product package into a single PDF

document and upload it to Moodle by week $9$ of the course.