The brand

- [Instructor] When getting started on a packaging design project, there are lots of moving parts to manage. So, where should you start? The best place to start is by listening to your client, so that you can begin to determine the needs of the project. Learn what they want, what the project will entail, and what the goals of the company, product, and brand are. Once you know what your client is trying to achieve, and what the product that you'll be packaging is all about, you'll be able to establish the unique selling points or benefits of the product. You'll also be able to develop a visual language for the packaging solutions that communicates the complete experience and promise of the brand. In this example, we'll take a look at a client who has a brand that revolves around chocolate. What makes it unique is that it's a European-style drinking chocolate, and they make it on the premises, package it, and sell it in their own stores. What they want to do next is introduce this line of drinking chocolates outside of their own stores, so that they can create another revenue stream for their company. They will sell it in bigger retail venues, and position their brand as an artisanal fine drinking chocolate. This same packaged drinking chocolate will be sold in their own stores for their daily customers, and they hope the official packaging will help to reinforce their customers' loyalty and brand recognition. We gained all this knowledge by asking the client lots of questions. Our goal was to clearly identify the needs of the product, and clarify where they were in the process. If your client is just starting out, then they will have a different level of expertise. They will want and need more guidance throughout the process than if they had created or recreated their own product before. Some questions to ask could go like this: Have you done this before? By asking this question, you will get a good idea about their level of experience, contacts, and the extent of the guidance you may have to provide. Is this a new product for them in this category? If it is, then both of you will be working together in an effort to ensure success, and make it a strong, positive first impression, not only on the buyer, who will take on your product in their stores, and the consumer, who will purchase either at retail, or directly. Asking if this is a new product will also help you to understand why this may be an important product for their brand. How far along are they into the project? This will help gauge what their overall investment is in the project, and help you to figure out what further questions to ask regarding the phase of development that they are in. Knowing these details will also help you to determine a schedule for project milestones and deliverables. What is unique to this product category? Asking this question will help you understand as much as you can about the product, to know where to begin, and what to start looking for in this category. Who is your competition in this space? Knowing your client's competitors are essential. You need to be familiar with competitive brands, so that your design will help them differentiate their product. Then you can design packaging that not only stands out, but also shares the brand's story right from the shelf, conveying to the consumer this brand's unique ability to deliver on their expectations over any other. What kind of distribution channels are you working with? Understanding the current sales channel helps you design the right packaging solution that will work across multiple sales points, as well as understand where certain requirements may be needed by the retailers. Remember, they may be starting a new venture, or they may have lots of experience. Either way, they are experts in this field, so listen carefully to become educated about their business and their industry. This vital information will help inform good decisions about their packaging, brand, and bottom line in multiple ways.