Package as Identity: Part II: UnglyMug Coffee, Memphis-TN

Brief

Redesign 2 coffee packages and 1 NEW product for the UglyMug Coffee company located in Memphis, TN. This project will challenge you not only to design packages, but also to understand the development of new products for an existing production line. You will research and propose any products – be creative: your designs must include one existing coffee blend, one new coffee blend package. Other product can be (but not limited to) cake mix, brownies, chocolate-covered coffee beans, etc. Once determined what product to be developed, define their characteristics, name, and design, bearing in mind brand equity.

Process

1. Research and identify problem variables. In-store observations are strongly recommended. Go to local coffee stores, talk to the ‘barista’, find out more about products, etc. Grab brochures, collateral materials.
2. Identify demographics profile. Determine your strategy and goals. Products MUST fit in company’s existing branding philosophy.
3. Brainstorm alternatives, select final designs, build prototypes.
4. Presentation

Minimum requirements:

Brand, product name
Product info (product description).
Technical specs: weight, etc.

Materials:

Paper, plastic, aluminum, etc.

You turn in:

• Slide presentation for project rationale (20% of grade)
• 3 packaged products simulating final products (60% of grade)

Visual criteria:
This packaging project needs to communicate a very strong message that is cohesive with the UglyMug brand identity. Quality results are expected.

Grading criteria

• Project File
__Work in class / research and sketches – 20 points
• Slide presentation – 20 points
• Final Packages
__Concept – 30 points (meets visual criteria)
__Execution – 15 points (graphics well done, no pixelation, no misplaced color)
__Presentation – 15 points (craftsmanship, package looks clean and professional)

Calendar

Monday 09/20 – Brief, research, strategy/brainstorming
Wednesday 09/22 – Roughs/comps
Friday 09/24 – More comps
Wednesday 09/29 – Refine designs
Monday 10/04 – pre-presentation
Wednesday 10/06 – Finish prototypes/Start slide presentation
Friday 10/08 – Finish slide presentation, project file
Monday 10/11 – Presentation

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