As a part of university assessment, I was required to reframe the branding and packaging experience of a selected product. My goal with the Hoyt’s project was to take the packaging that is treating the product as a commodity, and start to treat it as a luxury.
Using PACT design framework I compared Hoyt’s existing packaging of simple plastic bags and compared it to well-designed luxury products to break down just what creates a packaging ‘experience’. I found that understanding how the product will be used – it’s physical and social contexts – and what is expected from the product and packaging tailors its design. Taking these principles from luxury brands, I considered the functions dried herb packaging needs such as storage and durable storage and applying a new brand image on top of that.
The rebrand focuses of the product, emphasising the family-owned, traditional qualities and getting back to a ‘default’ aesthetic with luxury tones. The final packaging is designed to fall within a standard packaging format but tailored better to the primary functions of the product.
Tools Used: Photoshop, Indesign
Skills Used: Packaging, Graphic Design, Calligraphy