~ Starpack Awards - brief ~

Brief A: Disaster Aid/Emergency PackagingSponsored by BPI Polythene Industries Create an innovative and flexible solution to the containment of disaster aid products that delivers protection and preservation as well as security and durability. Brief B: Coca-Cola - Packaging as a Bridge to Digitised Brand Experience Sponsored by The Coca-Cola Company Leveraging new and emerging technologies to enable Cola-Cola consumers to seamlessly link the physical and virtual worlds through mass produced packaging, in an affordable way. Brief C: 'Safe and Secure' Transit Packaging Sponsored by DS Smith Utilising the properties and flexibility of corrugated board, develop a solution to the transportation of products, particularly for online and internet retailing. Brief D: Health in a Hurry Sponsored by Graphic Packaging International Create a solution, using cartonboard as the primary packaging material, to deliver fresh meals, snacks and drinks to health-conscious consumers' homes and workplaces in 90 minutes or less. Brief E: Air Freshener Bottle Sponsored by Logoplaste Create a dispenser/bottle that blends into its environment and dispenses a fragrance in a controlled way. Brief F: A New Luxury Vodka Pack Sponsored by The Metal Packaging Manufacturers Association Develop a new and exciting pack for a fictitious vodka brand targeting the quality retail gift sector. Brief G: Sustainable Expanding Food Delivery Packs for Takeaways Sponsored by RPC Group Design an innovative and creative solution to flexible, sustainable packaging for takeaways. Brief H: Point of Sale Unit for Generic Sugar Free Energy Drink for Convenience and Petrol Forecourt Locations Sponsored by Smurfit Kappa UK Design an innovative and creative solution to the promotion and display of 500ml bottles of an energy drink.

Briefs that I am interested in within the Starpack selection are hi lighted in Orange. 

To help get my initial ideas process flowing and make a solid decision on which of the two briefs to take on I did some visual exploration into packaging solutions in similar fields of interest. 

The vodka brief most definitely appeals to me as it would allow me to completely create a brand identity and packaging using any aesthetic. But the limitations of the production element within the brief are what concern me. If I wanted a specific shaped bottle as part of the packaging this would only exist in prototype form as im personally unable to make an actual bottle. Due to this limitation I have decided not to take on this brief.

In contrast the health in a hurry brief specifies the main material used should be carton board which is something I could easily get my hands on to produce an accurate and complete prototype of the final packaging design.

Within the brief specifications it says importantly the food needs to be delivered within 90 minutes or less. This means that storage when the food is travelling (to be delivered) is key as multiple boxes may be in one package. A consideration into stackable packaging that can be tightly fitted together when stored would help this issue. 

If all the elements of an order could fit within one package this would also save time and issues. Using a standard outside packaging (one size fits all) with smaller elements (snack, drink & meal) within would avoid items being missing, forgotten or the costly time of having to search for each individual item. 

Toscatti's packaging uses a numbered-pantone colour coded system to differentiate between products. This is a good concept and could be used well within this brief - it would influence the idea that the food needs to be packaged and distributed quickly - specific colours for specific dishes would help staff differentiate between orders etc.

In terms of creating a logo and brand for the brief - the image above shows I logo previously produced for a fast food (healthy vegan) meal brand. The logo was never used but is something I am extremely happy with and would love to possibly re-work and make appropriate for this brief.