Alongside vehicle graphics and collateral, updating the packaging was among the top three priorities for the new corporate design. Product packaging was the most complicated part of this initiative, as it required the attention from Engineering, Process Development, and Clinical Development in conjunction with Branding. Because of my previous role on the packaging and labeling team, I became the lead designer for the Packaging Rebrand Initiative, responsible for overall design, stakeholder presentations, and vendor communications related to the project. The design process for this project was straightforward. Once the initial timelines and expectations were defined, I began collecting reference images of previous artwork, as well as competitor research. I discovered that none of our direct competitors had a consistent look and feel across all product lines. Our design goal became unifying all packaging to enhance our brand presence, rather than highlighting individual products. While the team created a visual reference library, I worked to make digital 3D mockups of each known box (over 80 artwork files). A pool of sample boxes was chosen to reflect varied sizes and orientations to start the ideation process. The team collaborated to build out a structure to keep this massive project in our digital asset management system. Conceptualizing was done through thumbnail sketches and translated to digital 3D mockups. To maximize visualization in presentations, I also created tangible scaled models for each design concept. Of the initial concepts, seven were chosen to present to art directors and Branding managers. The team chose two options that optimized our style elements and represented our brand with the most clarity. I received internal feedback, revised the concepts, and created a new set of scaled models for stakeholder presentations. Upon conceptualization completion and management approvals, the project moved into implementation phase. The images below document my design process.
