Stage 1 Understand The Problem
Packaging - The wrapping material around a consumer item that serves to contain, identify, describe, protect, display, promote and otherwise make the product marketable and keep it clean.
Most people think of packaging as something that only protects and holds the product, but the package is also used for marketing. It has labels, which show information about how to use the product. It also has aspects that encourage people to buy the product. It can market the brand, benefits, and the uses of the product.
Brand Extension - Strategy in which an organization that markets a product or service with a well-developed image uses the same brand name but in a different business category.
Brand Extension is good for when well-known businesses introduce a new type of product or product line. It can increase business and sales.
I need to create a new Dunkin' Donuts product and create a package for it.
Stage 2 Research and Investigate
Dunkin Donuts mission statement is: Make and serve the freshest, most delicious coffee and donuts quickly and courteously in modern, well-merchandised stores.
Some values they have are:
Honesty - Embrace the truth about oneself and the world.
Transparency - Demonstrate openness and vulnerability.
Humility - Acknowledge own mistakes and commit to learning.
Integrity - Say what you think and do what you say.
Respectfulness - Honor the dignity, inclusion, and diversity of others.
Fairness - Do what is right based on common principles.
Responsibility - Make yourself accountable to the community.
Some guiding principles they have are:
Leadership - Responsibility with passion at every level.
Innovation - Excellence in everything we do.
Execution - Ownership, and accountability for results, success, and failure.
Social Stewardship - Demonstration of good corporate citizenship and responsibility to all constituencies.
Fun - Approach every challenge with enthusiasm, energy, and excitement. "Celebrate every step of the way!”
They want to be a competitive business while being respectful, hard-working, and fun.
I think this packaging is very successful. It is simple, but also appealing. It not only keeps the product contained, but also markets the product very well, and all of the products looks similar so you can easily tell the brand. This product also uses spacing that is different than other products. The logo and brand are on two sides of the package, which makes it stand out. The logo also is indented on the product. It is very unique and a great idea.
I also think that this packaging is very successful. This business creates new and unique craft beers, so they wanted to create packaging that is also unique. Every single flavor has a different design on the can. This packaging was good because it is very creative and it stands out from most other products. The one problem with this is since they have so many designs, it would be a little hard to tell the brand from so many different designs. But, I think they did a great job because all of the designs are abstract so there is a theme.
For my package, I want to create a product that can help blind people determine what a product is and make it easier for them to shop. I will be making Dunkin' Donuts grocery items. I want to specifically focus on cereal boxes. I can create a design using Braille, which is the dot system for blind people.
Stage 3:Generate Possible Solutions
STAGE 4: Select and Develop Best Solution
Design Brief
This product is a cereal box created by the brand Dunkin' Donuts. This cereal is little donuts with frosting and sprinkles. My target market is towards parents and little kids. All little kids like donuts and sugar. My product is also targeted towards blind people. On the bottom there is braille, which is the reading system for blind people. This way, blind people can tell what my product is, too. This product would cost around $3.75. It is 9in.x13in.x2.45in. I would associate these 10 words with this product: colorful, tasty, sugary, creative, fun, braille, donuts, simple, gradient, games. I will use the font Frankfurter because that is the font that Dunkin' Donuts uses. I will also use the colors used by Dunkin' Donuts, which are #FF671F(orange) and #DA1884(magenta). I will use a cereal box and just tape my design over it, or I will use stickers and wrap it around the box.
STAGE 5: Model and Prototype (Create)
STAGE 6: Test and Evaluate
One of my successes was that I created a lot of quality illustrations that took lots of time and effort. I also think that this cereal box is realistic and could actually be a cereal box. I put games on the back like most cereal boxes. One of my struggles was the brainstorming. I couldn't think of very many ideas that were different from most cereal boxes. In the end I thought of adding braille to my design because most cereal boxes don't have this. One way my design could be improved is that I could add more depth to it. It is very flat looking and doesn't have much depth. Also, it is a little bit too small for the box I used, so I could've gotten the measurements more precise.
Stage 7: Produce
