Brief for packaging

Being asked by the organizers of the annul Filter design competition, as a member of the jury at the packaging section, what a packaging brief must contain, I obviously given them all my assistance in order to help them and put the brief in the necessary coordinates for the competitors to understand easily the theme. I remembered the subject and want to expand it in an article and due to a long experience that I have in the design field. In consequence today you will have a Technical lecture.. It must be also said that if the brief has more than 2 pages it can boar the reader and useless details are used, not helpful both to the client and the agency. What does a brief contain and why?

1. Background and vision: the history of the product/ brand, actual market situation, desired situation, in what period of time, sustaining resources provided, desired response from the consumers. Better said tell me who you are, where do you want to go, in what time and by which means. If you do not know, you can be helped with The Brand Impact Model that treats this subject.

2. Product: category, description, qualities and unique and differentiating characteristics. It is important to know want must be sold: taste, smell, consistency, color and other details that contribute to the shaping of the tangible attributes and the information that reveal its character and differentiation and uniqueness potential.

3. Consumers: category or categories description( segments of primary and secondary consumers) from demographic, social, consuming habits, personality, buying potential point of view. In this way we cane define to whom the product addresses itself to and help with the finding of intangible attributes that must be attached to it by name( if this must be also found) and packaging.

4. The market in which the product will activate: geographically, urban/rural. Geography is important, it shows the area in which both geographically and culturally the product will be sold.

5. Distribution: the points of sales description. Very important! The packaging are bought from the shelf and the shelves are found in certain locations. The product and the packaging directly depend on them.

6. Competition: who it is, the positioning in report with our product, characteristics, prices, name and visual identity.

Priority zero! Before you do something in a populated market by competition you must know the competition. A study would not hurt, it offers a lot of information precision. Respect your competition!

1. Name: motivation and explanation, history if it exists. What is your name and why. Slogan, if it exists.

2. About the brand: positioning, brand strategy, attributes according with the positioning( 3 up to 5), the positioning map in report with the competition, brand world, positioning in report with the market/competition, price and price positioning area: economy, mainstream, premium. I think here we need no further explanations.

3. Technical data: type of packaging, volume, weight, expiration date, labeling methods/printing methods, opening and closing system, etc. The purpose of packaging is to communicate from the shelf certain attributes and values and to subtly “ call” the consumers. It offers a visual and tactile experience and is the first contact of the consumer with the product and the brand.

4. Architecture and structure: the importance of the order in which information is displayed on the packaging.

5. Constraints and obligations: technical, information on the packaging, rang of goods, etc.

12, Time and budget. There must be said that this brief, if well done, is the ideal situation for consultants and designers. But it can exist only at the wish level of getting out on the market with a news product. In this case, the consultants and designers will go together with the client through all these aspects comparing and eliminating possible and practical solutions. Or, we are facing a re-branding project and than only a few of the points in the brief are cler. No matter the situation, address to a team with experience and knows how to get a job well done. This is a nice job I have chosen for myself, isn’t it?