Every brand has its own story. As its founders started to create a product they were also thinking the philosophy of it, which was expressed in the form of name, colours and shape. Those elements are merged into one thing that we call brand.
On our last day in london, we visited The Museum of Brands, Packaging and Advertising. This is the house of 12,000 collections of packagings, posters, products and fashions. It was founded by Robert Opie. He has been collecting product and things for more than a hundred years. All of those collections are arranged and displayed in the form of what they called “time tunnel”. Time tunnel arranges all the collection in cronological time format, starting from the Victorian year until today.
Not only to staring at those collections, we also had a workshop class of how to design an effective packaging design that would potentially be success on the market (your targeted customer). We were asked to freely choose one brand to be figured out about its kind of product, choice of packaging material, the written font and even the tagline. It was not just about the product, but we had to understand whom this product gonna be sold, is he a student, or is she a mother of two daughters. Would he buy the product in a supermarket or online store. Would the mother be willing to pay much for the product or not. They were the questions that we used to identify the “persona” of customer of the product.
After getting more understanding about both product and its customer, it’s time for us to design our own personalized product as well as determining the new targeted customer. I picked one brand, it was Cussons Imperial Leather – a british signature talcum powder.
From year to year there was no significant change regarding the way Cussons giving a touch to one of its well-known product. The shape of the bottle, also the colors and font selection of the brand. However there was a change on the material of the bottle, from using thin alumunium at its first launch to the use of plastic bottle in the mean time. There was also a change in the cap design, from a spiral rotating mechanism to the flipping mechanism and go back again to rotating mechanism for now. So, it’s time for me to design my all new varian of Cussons Imperial Leather. It’s coming for your lovely baby!
Because our new product is for baby, I’m expecting that our new target buyer would be a mom. And dont forget that Imperial Leather has been a legendary and known as the high-end kind of powder, so we should set her as the “socialitized mom” or in Bahasa we might call her “mama sosialita” who is very wealthy. I called her Sarah, and she’s working as Marketing Manager of a Bank in London. Sarah used to shop in Online Store because she doesn’t have time to walk to supermarket. She’s so picky in term of choosing the best product for her baby. Also, she tends to choose the line of product that has been a selection of her family since ever, which is Cussons.
I designed a sleek and handy shape for the bottle to make it comfortable to be gripped, I chose white as the main color for the packaging to make a soft and gentle sense along with a pink heart in the middle of the bottle showing the love for baby. I picked the flipping mechanism for the cap because it’s more simple. And yeah, here’s our brand new Imperial Leather for Baby.
That’s all about how we were doing the workshop. I got a lot of insights and inspirations of how actually a brand works. It is really centered to your customer. The color of packaging, the material, the logo, the slogan, even the price are really dependent on who is your customer.