Clair goals and positioning
Establish goals and define the problem Brand Equity and Competition. Existing brands in product line. Price point and target consumer. Product benefit.
Conduct Audits and Identify Expert team
Competitive (category), Retail (point of sale), Brand (internal, existing product line) Packaging designer, packaging engineer, packaging engineer, packaging manufacturers, industrial designers, regulatory legal department
Conduct research as needed
Understand brand equity, determine brand standards, examine brand architecture, clarify target consumer, confirm need for product–does product benefit resonate? Confirm language–how should benefit be expressed?
Research legal requirements
Brand and corporate standards: product-specific, net weight, drug facts, nutrition facts, ingredients, warnings, and claims.
Research functional criteria
Product stability, tamper of theft resistance, shelf footprint, durability, usage, packability, fillability
Determine printing specs
Method: flexo, litho, root; Application: direct, label, shrink-wrap label; Other: number of colors, divinyl, UPC code, minimums for knockouts, etc.
Determine structural design
Design new structure or use stock?, Choose forms (i.e., carton, bottle, can, tube, jar, tin, blister packs), Choose possible materials, substrates, or finishes, source stock and get samples
Product name, benefit copy, ingredients, nutrition facts/drug facts, net contents, claims, warnings, distributed by, manufactured in, UPC Code
Design and prototype
Start with face panels (2D renderings), get prototypes made, narrow option(s), design rest of packaging, simulate reality: use actual structure/substrate with contents
Evaluate solution and manage production
In a retail/competitive environment, As a member of the product line, consumer testing finalize files, oversee production