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Packaging & Merchandising Design | Exercises

22.09.2025 - 03.11.2025 / Week 1 - Week 7
Khu Ying Ying / 0357306
Packaging & Merchandising Design / MER60104 / Bachelor of Design (Honours) in Creative Media
Exercises

TABLE OF CONTENTS








LECTURES

Week 1 (22/09/2025)

Introduction

Mr. Shamsul briefed us on the overall tasks for the module, and it was revealed that this semester we will have individual assignments instead of group work (be mentally prepared :D). After the briefing, he asked us to form groups based on our seating arrangement and discuss the purpose of packaging. These were the points we compiled in our Google Docs:
  1. Protection: To store and protect the product during transport, safeguard it from weather or environmental factors, and ensure safety. 
    • e.g. Scissors with secure packaging
  2. Information: To provide essential details such as ingredients, usage instructions, and allergy warnings.
  3. Marketing and Branding: To attract consumers, stand out from competitors, and reinforce brand identity.
  4. Practicality: To make products easy to handle, convenient to use, and enhance the overall user experience.
  5. Sustainability: To support eco-friendly practices through recyclable or reusable packaging.

Week 3 (06/10/2025)

What is Packaging

Introduction to Packaging Design:
  • Packaging serves as a container or wrapping that protects a product and adapts to changing lifestyles, consumption, and occasions.
  • Packaging design aims to make the product attractive and appealing while reflecting brand identity, targeting the right audience, and ensuring practicality and sustainability.
Figure L2.1: Packaging Examples, Week 3 (06/10/2025)


The Evolution of Packaging:
  • Ancient Times: Natural materials like leaves, bark, and animal skins were used; Egyptians and Chinese used clay pots for storage.
  • Early Civilizations: Glass bottles and clay amphorae emerged; Romans introduced labeling with clay seals.
  • Industrial Revolution: Mass production led to tin cans, paper, and cardboard packaging.
  • 20th Century: Packaging became a marketing tool; plastics, logos, and colors defined brand identity.
  • 21st Century: Focus on sustainability and smart packaging with eco-friendly materials, QR codes, and digital interactivity.


Key Elements of Packaging Design:
  • Packaging design considers factors like target audience, brand identity, and marketing strategy to communicate a product’s value and appeal.
  • It combines visual elements such as shape, colour, typography, imagery, and materials to create a unified and visually striking design.
  • Effective design balances aesthetics and practicality, ensuring ease of use, sustainability, and cost-effectiveness.


Purpose and Function of Packaging:
  • Physical Protection:
    • Keeps products safe from damage during transport, storage, and handling.
    • Uses suitable materials or padding for fragile items like glass bottles or eggs.
Figure L2.2: Physical Protection, Week 3 (06/10/2025)

  • Identification:
    • Helps customers recognize products quickly through names, logos, and visuals.
    • Ensures easy distinction on shelves or online platforms.
Figure L2.3: Identification, Week 3 (06/10/2025)

  • Transportation:
    • Allows safe and convenient movement of products from manufacturer to consumer.
    • Supports carrying, shipping, and distributing efficiently.
Figure L2.4: Transportation, Week 3 (06/10/2025)

  • Differentiation:
    • Makes products stand out using unique colors, typography, and imagery.
    • Creates a memorable and distinctive brand presence.
Figure L2.5: Differentiation, Week 3 (06/10/2025)

  • Communication:
    • Provides essential information about the product’s features, benefits, and usage through clear and concise messaging.
    • Ensures buyers understand and trust the product by preventing confusion with well-organised and informative labeling.
Figure L2.6: Communication, Week 3 (06/10/2025)

  • Marketing:
    • Acts as a promotional tool that attracts and persuades buyers.
    • Aligns with brand strategy to build recognition and loyalty.
Figure L2.7: Marketing, Week 3 (06/10/2025)


Types of Packaging Materials:
  • Perforated Packaging: Allows easy opening or tearing along pre-cut lines. 
Figure L2.8: Perforated Packaging, Week 3 (06/13/2025)

  • Corrugated Cardboard: Strong, lightweight, and ideal for shipping or protective packaging. 
Figure L2.9: Corrugated Cardboard, Week 3 (06/10/2025)

  • Pulp Packaging: Made from recycled paper; eco-friendly and often used for items like eggs or electronics. 
Figure L2.10: Pulp Packaging, Week 3 (06/10/2025)


Information on Packaging:
  1. Product Name: Clearly displayed for easy identification.
  2. Net Quantity: Indicates product amount or weight.
  3. Ingredients: List components and allergens.
  4. Nutritional Information: Shows calorie, fat, and sugar content (for food).
  5. Country of Origin: States where the product is made.
  6. Manufacturer Information: Includes name and contact details.
  7. Warning Labels: Alerts consumers to potential hazards or risks.
Figure L2.11: Information on Packaging, Week 3 (06/10/2025)

Week 4 (13/10/2025)

Box Styles

Common Types of Boxes:
  • Folding Cartons:
    • Made from paperboard and commonly used for products like cereal boxes.
    • Lightweight, easy to fold, and cost-effective for retail packaging.
Figure L3.1: Folding Cartons, Week 4 (13/10/2025)

  • Rigid Boxes:
    • Sturdy, non-collapsible boxes are often used for premium or heavy products.
    • Enhance perceived value and provide extra protection.
Figure L3.2: Rigid Boxes, Week 4 (13/10/2025)

  • Corrugated Boxes:
    • Made with three layers: two flat sheets and a fluted middle layer for strength.
    • Commonly used for shipping (“shipper boxes” or “master packs”) and sometimes for retail or display packaging.
Figure L3.4: Corrugated Boxes, Week 4 (13/10/2025)


Common Elements in Folded Cartons:
  • Folding cartons come in various styles and dimensions, with tuck top boxes being the most common.
  • Two main types: Reverse Tuck End (RTE) and Straight Tuck End (STE), made from 190-360gsm art card depending on product weight.


Reverse Tuck End (RTE):
  • Feature: Top tucks rear to front; bottom tucks front to rear.
  • Pros: Cost-effective, easy to assemble, stores flat, quick to load, ideal for light products.
  • Cons: Not suitable for heavy items; less visually appealing due to visible raw edges.
  • Common Uses: Health and beauty, cosmetics, pharmaceuticals, electronics, and nutraceuticals.
Figure L3.5: Reverse Tuck End (RTE), Week 4 (13/10/2025)


Straight Tuck End (STE):
  • Feature: Top and bottom closures both tuck from front to rear.
  • Pros: More premium appearance with no visible raw edges, supports front display windows, easy to assemble, stores flat, quick to load, ideal for light products.
  • Cons: More expensive to produce, not suitable for heavy items.
  • Common Uses: Health and beauty, and cosmetics.
Figure L3.6: Straight Tuck End (STE), Week 4 (13/10/2025)


Tuck Top Snap-Lock Bottom (TTSLB):
  • Feature: Also known as a “1-2-3 bottom”, this box features a bottom closure that locks securely in three simple steps.
  • Pros: Works well for heavier products, quick and easy to assemble, stores flat, stable flat bottom for retail display.
  • Cons: More expensive than bottom tuck boxes, slightly slower to set up.
  • Common Uses: Health and beauty, toys, food, and pharmaceuticals.
Figure L3.7: Tuck Top Snap-Lock Bottom (TTSLB), Week 4 (13/10/2025)


Tuck Top Auto Bottom (TTAB):
  • Feature: Features a pre-glued bottom closure that allows the box to pop into shape instantly for quick setup.
  • Pros: Ideal for heavier products, ultra-fast assembly and loading, stores flat, and sits evenly on retail shelves.
  • Cons: More expensive to produce due to the additional gluing step.
  • Common Uses: Health and beauty, cosmetics, toys, food, and pharmaceuticals.
Figure L3.8: Tuck Top Auto Bottom (TTAB), Week 4 (13/10/2025)


Closure Types for Tuck Top Box Styles:
  • All Tuck Top boxes can include Slit-Lock or Friction Fit closures to provide a tighter hold and prevent the top from bowing.
  • The variety of folding carton box styles is extensive, and these closure features are commonly applied across most packaging types used in today’s retail market.
Figure L3.9: Common Closure Types for Tuck Top Folding Cartons

INSTRUCTIONS

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EXERCISE 1: PACKAGING DESIGN ANALYSIS

Week 1 (22/09/2025)

Requirements:
  1. Select 4 products in different packaging formats of box, bottle, can, and tube that demonstrate poor packaging design and are readily available on the market.
  2. Follow the outline/framework that is provided in this exercise:
    • Product Analysis: Conduct a detailed evaluation of each product’s packaging design. Identify shortcomings and challenges with respect to functionality, aesthetics, sustainability, target audience, and branding.
    • Market Research: Investigate the target market for each product and assess how the current packaging aligns with the expectations and preferences of the target audience.
    • Competitor Analysis: Research and analyze the packaging designs of competing products in the same category. Identify trends and best practices in packaging design within this product/packaging category.
  3. The report should not exceed 1000 words.

Submissions:
  1. Take photos of the selected products and present your analysis in the blog.

Progress:

Packaging Design Analysis

1. Box
Figure E1.1: Box - Twinings English Breakfast Tea, Week 2 (29/09/2025)

Product Analysis: 
Twinings of London - English Breakfast Tea is a classic black tea mix with a strong flavour that is commonly enjoyed as a morning drink. Its rectangular box format is practical and user-friendly for display and storage, with an easy flap-top opening, and the wrapped teabags help preserve freshness. Aesthetically, the deep red background with a gold logo emphasizes brand identity, but the use of black text (with some white) on a cluttered layout reduces the readability of key details. Moreover, the use of cardboard cartons supports recyclability, but it could make the recycling labels more visible for their sustainability appeal.

Additionally, Twinings' English Breakfast Tea appeals to a diverse audience, specifically tea lovers who value tradition and heritage branding. Nevertheless, the current packaging might not appeal to the younger demographic, such as millennials and Generation Z, who prefer minimalist and modern designs. Even though its recognisable logo upholds strong brand recognition, the box layout feels outdated compared to the modern designs in today’s tea industry.

Market Research:
Twinings' English Breakfast Tea's brand value is based on its long heritage, high quality, and strong reputation, which primarily appeals to a wide range of adults. Even so, the current packaging might face challenges to attract younger consumers due to its cluttered and excessively complicated layout. 

Competitor Analysis:
Figure E1.2: Box - Lipton Black Tea, Week 2 (29/09/2025)

Competitor, Lipton - Black Tea uses a bright yellow background with its iconic red logo and simple black writing, leading to outstanding product visibility and instant recognition. The vivid use of colour portrays an energetic and contemporary brand image that appeals to a broad range of customers. On the other hand, Twinings' darker tones and traditional design reflect heritage but may be overlooked in today's modern marketplace.


2. Bottle
Figure E1.3: Bottle - Summer Drinking Water, Week 2 (29/09/2025)

Product Analysis: 
Summer Drinking Water - Mineral Water is a Malaysian brand that provides pure drinking water via grocery stores, vending machines, and corporations. Functionally, the packaging is made for regular use, providing a strong and lightweight bottle design that keeps the water safe. Despite the blue-green gradient's wrap and blue logo fitting the water category, the branding lacks an identifiable look, and the low contrast text reduces readability. Besides that, it also lacks a recycling label, which may indicate a lack of environmental awareness, even though it is made of recyclable PET plastic.

Summer Drinking Water appeals to the convenience-seeking public, while consumers who prefer natural or sustainable products might not be drawn to its usual look. Meanwhile, its basic logo disappears into the background, which hinders the creation of an effective brand personality and lowers brand recognition.

Market Research:
The extremely competitive bottled water market in Malaysia needs packaging that instantly grabs attention across all kinds of selling platforms. The currently used design of Summer Drinking Water lacks a strong brand identity because the logo blends with the background colour. Due to this unclear brand presentation, competitors with more visible and unique branding are more likely to be noticed than the product. 

Competitor Analysis:
Figure E1.4: Bottle - Spritzer Natural Mineral Water, Week 2 (29/09/2025)

Competitor, Spritzer - Natural Mineral Water presents a readable and genuine appearance with a green tree image on its wrap and an obvious logo placement on a white background. Its bottle design is particularly unusual, with a cone-like shape that differs from typical cylindrical bottles. In contrast, Summer Drinking Water uses a typical cylindrical bottle with a complex wrap visual design and low-contrast writing, giving the total appearance an ordinary and unreliable feel.


3. Can
Figure E1.5: Can - Ayam Brand Baked Beans, Week 2 (29/09/2025)

Product Analysis: 
Ayam Brand - Baked Beans is a Halal-certified product made from tender beans in tomato sauce that is often found at Asia grocery stores and supermarkets. Its pull-tab opener allows easy access without a can opener, while the cylindrical shape is a standard format that can preserve food, extend its lifespan, and be easy to store. In terms of aesthetics, the red logo and yellow background give a vibrant and identifiable appearance, but its cluttered arrangement appears busy despite its readability and clear visuals. Plus, it has a significant environmental benefit as the steel can is recyclable, but the label doesn't emphasize an eco-friendly message.

Ayam Brand's logo and classic design are appealing to its core segment of home cooks and consumers who cherish authenticity and tradition. Most individuals in Southeast Asia associate the brand with memory and reliability. Still, today's design isn't aligned with new minimalist trends and may appear old-fashioned or unnecessarily cluttered to younger customers.

Market Research:
Ayam Brand's main market is home cooks who appreciate authenticity, convenience, and products with Halal certification. The bright yellow-red packaging enhances attention and brand identification, but it appears outdated to younger buyers who want minimalist and sustainable designs. While it meets the expectations of current consumers, it lacks a modern appeal for new audiences. 

Competitor Analysis:
Figure E1.6: Can - Prego Traditional Spaghetti Sauce, Week 2 (29/09/2025)

Competitor, Prego - Traditional Spaghetti Sauce features a clean red label with a huge food image and a clear white logo, which provides high visibility and appetite appeal. The layout is straightforward, and the space is balanced, making the design current and easy to read. Compared to Prego, Ayam Brand's bulky label and antique layout feel less modern and visually appealing.


4. Tube
Figure E1.7: Tube - Naturals by Watsons Cica Hand Cream, Week 2 (29/09/2025)

Product Analysis: 
Naturals by Watsons – Cica Hand Cream is a moisturizing hand cream sold exclusively at Watsons stores. The tube packing provides controlled and hygienic application, which is both portable and practical. Compared to a flip-top cap, its screw-cap style could feel inconvenient. Although the white and green colour scheme visually portrays a natural image, the layout's left alignment and overabundance of text make the design seem cluttered and less engaging. In terms of sustainability, the tube is made of No. 7 plastic, which is only partly recyclable, showing a lack of environmental concern.

Naturals' "Cica" formulation appeals to consumers seeking gentle, natural skincare, aligning with its brand image. However, the whole design lacks uniqueness and sentimental value, making the product easy to ignore despite its obvious positioning.

Market Research:
Naturals' Hand Cream is designed for customers seeking natural and reasonably priced skincare products, particularly young adults and working individuals who value moderate formulas and ease of use. Although it lacks sufficient visual appeal to differentiate itself from competitors, its simple white and green packaging meets buyer demands for natural products. However, its text-heavy design and lack of sustainability elements may fail to attract today's trend-following and green-conscious buyers.

Competitor Analysis:
Figure E1.8: Tube - La Roche-Posay Cicaplast Hand Cream, Week 2 (29/09/2025)

Competitor, La Roche-Posay - Cicaplast Hand Cream presents a professional and dermatologist-approved image as it has a clean white tube with blue highlights and legible text. Its basic design and practical flip-top cap promote usage and trustworthiness, making it appealing to skincare-conscious customers. In contrast, Naturals' Hand Cream appears cluttered and less premium, lacking La Roche-Posay's strong visual identity and clinical identity.

EXERCISE 2: DESIGNING CUSTOM BOXES FOR NON-BOXED ITEMS

Week 3 (06/10/2025)

Requirements:
  1. Choose a non-boxed item from your daily surroundings that measures between 15cm to 20cm. The item should be relatively small and not typically packaged in a traditional box.
  2. Follow the outline/framework provided in this exercise:
    • Provide a brief justification for the selected item, explaining how custom box packaging could enhance its presentation and functionality.
    • Box Structure: Create detailed sketches of the box, including dimensions, flap designs, and closure mechanisms. Ensure the design is functional, secure, and well-fitted to the item.
    • Prototype: Build a physical prototype of the custom box using cardboard or other suitable materials to represent your final design accurately.
Submissions:
  1. Take photos of the box structure and finalised design, then present your progress in the blog.

Progress:

Ideation

Selected Item - Pencil Case:
I brought two non-boxed items for Mr. Shamsul’s approval: a facial scrub and a pencil case. Although I was initially interested in creating packaging for the facial scrub, it didn’t meet the required size of 15-20 cm, as it measures only 14.5 cm (where are you 0.5cm). However, Mr. Shamsul suggested that I find another skincare item to bundle with the facial scrub. Fortunately, my pencil case met the size requirement, so I finalized it as my selected item, although its fur is slightly long.
Figure E2.1: Non-Boxed Item - Pencil Case, Week 3 (06/10/2025)

Justification:
It is uncommon for pencil cases to be packaged in boxes, as they are typically displayed openly on shelves in stationery stores. Introducing a custom box design would improve the product's appearance by making it more valuable and giftable. The packaging would also serve a functional purpose, protecting the pencil case's furry surface from dust and any damage during storage and transportation.


Sketches:
After finalizing the item selection, I began gathering inspiration for the packaging box design. My concept was to create a box that allows visibility of the product from the outside, making it suitable for display on store racks through hanging or hooking. 
Figure E2.2: Moodboard, Week 3 (10/10/2025)

Here are the sketches for the pencil case.
Figure E2.3: Sketches, Week 3 (10/10/2025)

After reviewing my initial sketches, Mr. Shamsul recommended proceeding with Sketch 3. Instead of using a transparent plastic sheet over the window, which would have partially concealed the pencil case’s unique furry texture, he suggested cutting a specific hole in the front panel to showcase the “eye” feature. This design emphasizes the unique selling point of the Miniso x Harry Potter collaboration by allowing customers to directly feel the fur. He also proposed an additional cut-out on the flap for the tongue section, as the tongue extends outward to enhance tactile interaction. However, this feature was ultimately excluded from the final design for practicality reasons.
Figure E2.4: Suggestion, Week 3 (10/10/2025)

This was the final sketch I developed, complete with the flat layout measurements.
Figure E2.5: Final Sketch, Week 7 (03/11/2025)


Digitisation:
I began digitising the sketch in Adobe Illustrator, keeping several key points in mind:
  • Set the document units to millimetres (mm).
  • There are two methods for digitising the die line:
    • Pen Tool: To trace the sketch manually.
    • Shape Tool: To create accurately measured shapes, align, and merge them into the final layout.
  • Use 0.5 pt strokes when tracing the die line.
  • Use different colours to distinguish between the two types of lines:
    • Cut Line: Outlines the overall shape of the box in its flat layout.
    • Fold Line: Indicates where the box will fold. 
  • For fold lines, avoid placing them exactly at the corners; position them slightly inward to prevent the laser cutter from cutting through completely.
  • After completing the design, export the dieline as Autodesk RealDWG (*.DXF) format.
Figure E2.6: Digitisation, Week 7 (03/11/2025)


Laser Cutting:
Before laser cutting, I purchased a 3mm corrugated board from Vision Art & Stationery Suppliers. Then, I went to the laser cutting room to process the dieline. Since it was my first time there, I asked my friend Aisya to guide and assist me. It’s important to save your file on a pendrive or hard disk, as it needs to be transferred to the computer inside the laser cutting room.

Aisya helped me adjust the appropriate settings before proceeding with the laser cutting (thanks Aisya T-T). She explained that speed and power affect the cutting results:
  • Cut Line: Lower speed and higher power allow the laser to cut completely through the board and define the box shape.
  • Fold Line: Higher speed and lower power ensure the laser only cuts partially, creating a suitable depth for folding.
Figure E2.7: Settings for Laser Cutting, Week 7 (03/11/2025)

After laser cutting, we realised the box didn’t fit properly. The front panel’s side panels (×2), front flap (×1), and side panels (×2) affected the closure, causing it not to close well. Then, one of the staff members guided us through the issues and solutions:
  • Front Panel:
    • Side Panels (×2)
      • Problem: The side panel edges were cut at a 90° angle with no bevel, leaving no gap between the panels and the flaps, which made closing difficult.
      • Solution: Bevel the side edges slightly and ensure there’s a small gap between the side panels and the middle flap to allow proper closure.
    • Front Flap (x1)
      • Problem: The flap was the exact same size as the others, preventing it from closing properly.
      • Solution: This flap should be slightly smaller, especially since the corrugated board is quite thick (3mm). The original size was 50mm, so reduce it by about 5mm to 10mm. 
        • e.g. 50mm → 45mm to 40mm

He also mentioned that simply trimming the front flap might not fully solve the issue and advised checking other connected parts that could be causing the misfit. He further suggested testing the design through manual cutting first after obtaining the laser-cut dieline, rather than immediately digitising and guessing, so that I could handle the actual item and make more accurate adjustments before re-digitising. I was truly grateful for everyone’s help, as it helped me gain a deeper understanding of the dieline structure and the overall problem-solving process.


Corrected Box Design:
Here’s the overall look of my corrected box design. Unfortunately, I forgot to take a photo of the first version.
Figure E2.8: Corrected Box Design without Pencil Case, Week 7 (03/11/2025)

Figure E2.9: Corrected Box Design with Pencil Case, Week 7 (03/11/2025)

FEEDBACKS

Week 2 (30/09/2025)

Specific Feedback: All the selected items are approved. 

General Feedback: Proceed to complete the exercise.

Week 3 (06/10/2025)

Specific Feedback: The pencil case and facial scrub are suitable choices for non-boxed items. However, since the facial scrub does not meet the size requirement, consider pairing it with another skincare-related item to create a bundled set. The pencil case is approved as the selected item.

General Feedback: Sketch out the packaging box for your selected item.

Week 4 (03/11/2025)

Specific Feedback: Proceed with Sketch 3 and remove the transparent plastic sheet from the window. Instead, create a cut-out on the front panel to highlight the “eye” feature, as it represents the unique selling point (USP) of the Miniso x Harry Potter collaboration. An additional cut-out on the flap for the tongue was also suggested to enhance the tactile experience, but this feature may be excluded based on practicality.

General Feedback: Refine the packaging structure and ensure the cut-out placement aligns with the product’s unique elements. Begin preparing the final sketch with accurate flat layout measurements.

REFLECTIONS

Experience
Throughout this project, I gained valuable hands-on experience in packaging design, from ideation and sketching to digitisation and laser cutting. It was my first time creating a dieline and using a laser cutter, so there were many challenges in achieving precise measurements and fitting. However, the process helped me improve my technical skills and better understand the workflow between digital design and physical execution.

Observation
I observed that even small measurement inaccuracies can significantly affect how the box folds and closes. The material thickness and line settings (speed, power, and placement) play a major role in determining whether the box structure functions properly. I also learned the importance of testing with prototypes before finalising digital adjustments to avoid unnecessary errors.

Findings
I discovered that packaging design requires both creative and technical problem-solving. Practical testing, such as manual cutting before re-digitising, allowed me to identify issues more effectively than guessing on-screen. Overall, this project deepened my understanding of dieline construction, precision, and the relationship between design aesthetics and functionality.

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