Packaging & Merchandising Design | Exercise: Case Study
22.09.2025 - xx.xx.2025 / Week 1 - Week x
Khu Ying Ying / 0357306
Packaging & Merchandising Design / MER60104 / Bachelor of Design (Honours)
in Creative Media
Exercise: Case Study
TABLE OF CONTENTS
LECTURES
Week 1 (22/09/2025) Title
Week xx (xx/xx/2025) Title
INSTRUCTIONS
EXERCISE 1: CASE STUDY
Week 1 (22/09/2025) Packaging Design Analysis
Week xx (xx/xx/2025) Final Submission of Exercise
FEEDBACKS
REFLECTIONS
FURTHER READING
QUICK LINKS
LECTURES
Week 1 (22/09/2025)
Title
Notes
Week 1: Purpose of packaging
https://docs.google.com/document/d/1Wv2iCHGt3SSHco6Owviy2lJHlNRuLGoMNteSqxQ1KKU/edit?tab=t.0
Week X (xx/xx/2025)
Title
Notes
INSTRUCTIONS
AAA
EXERCISE: PACKAGING DESIGN ANALYSIS
Week 1 (22/09/2025)
Requirements:
- Overview:
- Choose FOUR (4) products (box, bottle, can, and tube) in the market that you believe have poor packaging design. Ensure the product is readily available for purchase.
- Product Analysis:
- Conduct a thorough analysis of the existing packaging design. Identify the specific shortcomings and challenges in the current packaging. Consider factors such as functionality, aesthetics, sustainability, target audience, and branding when evaluating a product.
- 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.
Submissions:
- Notes
Progress:
Title
1. Box (update the box image with the flap-top opening later):
Figure E1.1: Box, Week 2 (29/09/2025)
Overview and 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 its 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:
**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.**
2. Bottle:
Figure E1.2: Bottle, Week 2 (29/09/2025)
Notes
3. Can:
Figure E1.3: Can, Week 2 (29/09/2025)
Notes
4. Tubes:
Figure E1.4: Tubes, Week 2 (29/09/2025)
Notes
Week X (xx/xx/2025)
Final Submission of Exercise
Notes
FEEDBACKS
Week x (xx/xx/2025)
Specific Feedback: Notes
General Feedback: Notes
REFLECTIONS
Experience
Notes
Observation
Notes
Findings
Notes
FURTHER READING
Notes
QUICK LINKS
Projects
Comments
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