The Problem

The traditional packaging of cookie dough is usually hot sealed aluminium wrap. The problem with this packaging was that it was hard for children to open. Children would have to use a knife to cut it, and this can be very dangerous. Once the package is open, it  does not provide a way to reseal for left over dough, and therefore the dough is not seal for freshness. Most of these have no or little graphical instructions, as kids find it easier and amusing for pictograms instead of just words. Aluminium is recyclable however most likely to end up in the wrong bin as kids do not understand about recycling yet, and is also expensive.

 

The Solution and benefits

The solution I have designed is a tub like jar. It is short, round and wide to gives an easier access for kids to scoop out. It provides a rounded bottom so dough at the bottom can be scooped out easily.

The lid turns into a cookie cutter. It provides two sizes of cutters, small at the top and large at the bottom. Kids can now have fun creating different circles and use their imagination to create weird and wonderful things. The smaller cutter has the logo embossed on it and is stamped onto the cookies. The lid is resealable, snaps on and off lid which kids find easier than a screw on lid. Also because of the lid, the jar can be closed again, and therefore left over dough that hasn't been used can be sealed again and stored back in the fridge. The lid also includes curved grips for those little fingers to grasp onto when taking of the lid off.

Once all the dough has been used, the jar can be washed and be reused as a cookie jar! Because the jar is wide, it's able to provide enough space for the baked cookies to pop back in. Kids can write their names on the label to personalise it. Label also provides graphical instructions as well as ideas for their cookie creations. The label is in moulded labelling (IML). I've chosen this type of labelling because of its qualities, such as its waterproof and is also recyclable.

The lid and jar are both made out of polypropylene (PP). I have chosen PP because it is easy to recycle, inexpensive, light and ductile.  The whole component is stackable and therefore will be easier to transport, to be shelved and for storage at home, in the fridge or cupboard.  Jars will be foil sealed for freshness and tamper evidence.

 

Peer Comments

• Andrew Bae (link)
• Lily Nguyen (link)
• Patrick Luwia (link)
• Kate Barclay (link)
• Stan Darmawan (link)

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Feedback from Focus Group:

• Change order of poster (swap 1 with 2)
  - attribute 1 - less texts, use sub headings

• Model - was confusing at first
• Posters need:
  - client logo (cormack, legs eleven)
  - context of use
  - point of sale
  - section drawings
• Jar - tetra pack and therefore its soft and can squeeze dough, make it shorter and fatter.
• Lid
  - handle on scoop, wider and longer
  - needs developing
  - twist top, can cut through dough
  - swap scoop for cutter
  -change it? have a lid and cookie cutter instead

• Set target market - 5 years old+
• Good: problem, graphics and photos

My strategies:

• Develop and research into which is the best lid to use
• Study what tool kids use in baking
• Find a suitable packaging material
• Keep developing form
• Graphics need tweaking
• Produce a 3D computer model
  

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Nice ‘n Easy is a product on the market for more than 45 years. It is manufactured by Clairol, which is now owned by Procter & Gamble. Nice ‘n Easy is targeted to older women who want to cover “grey hair” even though it can be used by all women. Through research Nice ‘n Easy has been found not as appealing to younger women in their twenties. The new design this can be achieved.

Target Market

Women in their 20’s and 30’s who are trendy and look after their hair, but cannot afford salon treatment, therefore resort to home kit hair colouring.

The Old Design

The older packaging was the typical face of a woman with the hair colour desired. However research is shown that young women do not find this appealing, they feel like they cannot relate to it, and the product. Some women found the faces to be annoying, or intimidating. The packaging was flooded with writing, side to side, of what younger women find useless information. And because of this, the important safety message that needed to be read before use was camouflaged within in the chucks of text. It information overload, and consumer’s would not which part to read first. The hierarchy of information was not set right. The colour shade table was hidden small on the side of the box. When consumers pick up a box they automatically look at the back. In the old packaging, the slogan “100% grey coverage” and younger women do not have this problem of grey hairs.

In the older packaging it includes three bottles, all different types and sizes. This would of made it confusing for the user to use. It certainly did not look like a “family”. And was not reusable. These products couldn't be recycled, and had no other purpose to be re-use as bottles, especially the conditioning crème. That was in a tube, and after that was used up, it could not be re-used, and therefore this was a waste of material and bad for the environment.

The other contents include a pair of gloves and a set of instruction. In the old packing, the leaflet was folded and was wrapping the pair of gloves which looked like it had just been shoved in. This was not very engaging. Consumers like to buy products that look like some thought it has put into it, it makes the consumer feel like it was worth their money.

The New Design

In the new packing, the woman’s face has been taken away and been replaced by vector image hair. With this, the hair colour can be represented clearly and exact. And by using vector art, it gives the product a more modern, young feel to it, hence appealing to younger women. Typefaces has been changed. The old packing had at least four different type of packing. The new packaging now only has three different type faces, two of them for the “Clairol” logo and “Nice ‘n Easy” logo. The rest of the text is all using one san serif type face, with changes of the font like bold and italics to make some words more important than others. By using a san serif, it is easier to read, and gives it that modern look.

The safety information has been put to the side that is dedicated to this. Font has been made larger to emphasise the importance of this message. The back is kind of like a blurb of the product, it gives an overall description of what you can achieve with this product. The back also includes the shade colour table and has been made bigger. The other side includes the contents of that the product includes.

Overall the new packaging has a clean look. But most important, the design of the box has been changed. Instead of having the same, boring rectangle prism, curves have been added in to give the product a “boost”. It gives the product a figure and helps differentiates itself from its competitors. The curves of the box have been based on a female’s figure. It also gives the product and lure to pick up the product because of its shape. Through surveying, women have said the new packing feels like “you just want to grab it”. The box can be completely recycled which was not addressed in the older packaging.

Final Design

How it will be stocked on the shelf

The contents have been completely changed as well. It only consists of two clear pvc bottles of the same type. These give the feeling that it all belongs together. The labels have been changed to a cleaner, clinical look. And having the bottles clear, you can tell how much you mixed and how much there is left in the bottle. After use, these bottles can be re-used for other hair products, or for the same purpose as Nice ‘n Easy will come out with refillable hair colouring packets. The conditioning crème is in a sachet which after use can be thrown out straight away.  The instruction leaflet and the pair of gloves is folded nicely and neatly packed into a plastic sleeve.

To make sure the package as whole is secure, clear security tapes will be place on both openings of the package. Because the box still have a rectangle base, it will be just as easy as the old design for the product to be travelling and delivered. As shown before, the product is also able to be stocked and put on the shelves.

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