Packaging & Merchandising Design | Exercise 1: Packaging Design Analysis
22/09/25 - 22/1/25 [ Week 1 - Week 14 ]
Nicco Chew Jin Xun (0366563)
Packaging & Merchandising Design | Bachelor of Design (Hons) In Creative Media | Taylor's University
Tutor: Mr. Shamsul
Table of contents
1. Instructions
2. Lectures
3. Task 1 / Exercises
4. Feedback
5. Reflection
6. Further Reading
2. Lectures
Instructions
Lectures
Task 1 / Exercises
1. Packaging Design
Analysis 1:
Box
2. Packaging Design
Analysis 2:
Bottle
3. Packaging Design
Analysis 3:
Can
4. Packaging Design
Analysis 4:
Tube
1. Box
Teck Aun 'Chi Kit' Pills / 德安风痧丸
A well-known traditional Chinese medicine (TCM) product in Malaysia and Singapore, used to relieve heatiness, dizziness, and minor digestive issues. The product is typically packaged in a rectangular paper box containing multiple small individual sachets or bottles. The design remains almost unchanged for decades, maintaining a strong sense of tradition. While this classic look preserves brand heritage, it faces challenges in modern usability, sustainability, and visual appeal in a competitive health supplement market that is rapidly modernizing.
Product Analysis
Functionality: The current packaging protects the product adequately but lacks user-friendly features such as resealability or clear dosage guidance. The small sachets are convenient for single use but can be easily misplaced, and the box is not structurally sturdy for repeated opening.
Aesthetics: The box design heavily relies on dense typography and traditional motifs, including auspicious Chinese colors (red, gold, and green). While it conveys authenticity, it appears outdated and overly cluttered compared to modern minimalist healthcare packaging.
Sustainability: The box and sachet combination creates excess material waste. Most sachets are aluminium-laminated, which is difficult to recycle, and there is no indication of eco-friendly materials or sustainable practices.
Target Audience & Branding: The visual identity appeals mainly to older Chinese-speaking consumers familiar with TCM products. However, it fails to connect with younger, health-conscious, and bilingual consumers who may view the design as old-fashioned or confusing.
Functionality: The current packaging protects the product adequately but lacks user-friendly features such as resealability or clear dosage guidance. The small sachets are convenient for single use but can be easily misplaced, and the box is not structurally sturdy for repeated opening.
Aesthetics: The box design heavily relies on dense typography and traditional motifs, including auspicious Chinese colors (red, gold, and green). While it conveys authenticity, it appears outdated and overly cluttered compared to modern minimalist healthcare packaging.
Sustainability: The box and sachet combination creates excess material waste. Most sachets are aluminium-laminated, which is difficult to recycle, and there is no indication of eco-friendly materials or sustainable practices.
Target Audience & Branding: The visual identity appeals mainly to older Chinese-speaking consumers familiar with TCM products. However, it fails to connect with younger, health-conscious, and bilingual consumers who may view the design as old-fashioned or confusing.
Market Research
The TCM market in Malaysia is diversifying, with younger generations becoming more open to natural remedies. However, they expect clearer ingredient information, verified quality assurance, and modern visual appeal. The current Teck Aun packaging does not fully meet these expectations as there is a lack of English labeling and instructional icons limit accessibility. Consumers are increasingly drawn to modernized TCM brands that blend traditional trust with contemporary aesthetics.
The TCM market in Malaysia is diversifying, with younger generations becoming more open to natural remedies. However, they expect clearer ingredient information, verified quality assurance, and modern visual appeal. The current Teck Aun packaging does not fully meet these expectations as there is a lack of English labeling and instructional icons limit accessibility. Consumers are increasingly drawn to modernized TCM brands that blend traditional trust with contemporary aesthetics.
Competitor Analysis
Brands such as Po Chai Pills and Eu Yan Sang have successfully updated their packaging using streamlined typography, bilingual labeling, and individual strip packs. These improvements enhance convenience, authenticity, and hygiene while keeping cultural roots intact. Market trends in TCM packaging favor single-dose blister packs, QR-coded authenticity labels, and paper-based sachets that reduce plastic usage.
Best practice direction: Simplify label hierarchy, add bilingual information, and use recyclable mono-material sachets inside a reinforced, minimal-style paper box to modernize heritage without losing identity.
Brands such as Po Chai Pills and Eu Yan Sang have successfully updated their packaging using streamlined typography, bilingual labeling, and individual strip packs. These improvements enhance convenience, authenticity, and hygiene while keeping cultural roots intact. Market trends in TCM packaging favor single-dose blister packs, QR-coded authenticity labels, and paper-based sachets that reduce plastic usage.
Best practice direction: Simplify label hierarchy, add bilingual information, and use recyclable mono-material sachets inside a reinforced, minimal-style paper box to modernize heritage without losing identity.
2. Bottle
Sunlight Dishwashing Liquid (Dark Green Bottle)
Overview
Sunlight is a globally recognized dishwashing detergent brand by Unilever, known for its citrus-based cleaning formula. The dark green bottle variant represents its lime or antibacterial version and is sold widely across supermarkets in Malaysia. Although the product performs well, the current bottle design and usability do not stand out against eco-friendly competitors and can be improved for better ergonomics and sustainability communication.
Sunlight is a globally recognized dishwashing detergent brand by Unilever, known for its citrus-based cleaning formula. The dark green bottle variant represents its lime or antibacterial version and is sold widely across supermarkets in Malaysia. Although the product performs well, the current bottle design and usability do not stand out against eco-friendly competitors and can be improved for better ergonomics and sustainability communication.
Product Analysis
Functionality: The squeeze bottle design with a flip-top cap is simple and practical, yet the bottle body is slipperywhen wet and lacks a proper ergonomic grip. The rigid plastic material also makes it difficult to control dispensing amounts, leading to product waste.
Aesthetics: The transparent green bottle with a bold yellow label is eye-catching but feels generic. The heavy text and crowded layout compete with visual hierarchy, making it appear outdated compared to minimalist competitors.
Sustainability: While Sunlight globally promotes the use of 100% recycled plastic bottles, many local SKUs in Malaysia are still made from virgin PET, with limited communication about eco-efforts. The absence of refill information or clear recyclability icons reduces its environmental credibility.
Branding: The brand is well-established and recognized, but the bottle form and labeling do not reflect innovation or sustainability which are the two major purchase motivators in today’s household cleaning market.
Functionality: The squeeze bottle design with a flip-top cap is simple and practical, yet the bottle body is slipperywhen wet and lacks a proper ergonomic grip. The rigid plastic material also makes it difficult to control dispensing amounts, leading to product waste.
Aesthetics: The transparent green bottle with a bold yellow label is eye-catching but feels generic. The heavy text and crowded layout compete with visual hierarchy, making it appear outdated compared to minimalist competitors.
Sustainability: While Sunlight globally promotes the use of 100% recycled plastic bottles, many local SKUs in Malaysia are still made from virgin PET, with limited communication about eco-efforts. The absence of refill information or clear recyclability icons reduces its environmental credibility.
Branding: The brand is well-established and recognized, but the bottle form and labeling do not reflect innovation or sustainability which are the two major purchase motivators in today’s household cleaning market.
Market Research
Sunlight’s target audience is mainly housewives, families, and price-sensitive households seeking value and effectiveness. However, in urban and younger markets, buyers increasingly choose products that combine functionality with environmental responsibility. Brands emphasizing refill systems, eco-ingredients, and clean design (like Method and Ecover) are attracting attention. Sunlight’s current packaging fails to meet these evolving expectations despite strong brand equity.
Sunlight’s target audience is mainly housewives, families, and price-sensitive households seeking value and effectiveness. However, in urban and younger markets, buyers increasingly choose products that combine functionality with environmental responsibility. Brands emphasizing refill systems, eco-ingredients, and clean design (like Method and Ecover) are attracting attention. Sunlight’s current packaging fails to meet these evolving expectations despite strong brand equity.
Competitor Analysis
Competitors such as Ecover, Method, and Mama Lemon showcase modern designs emphasizing transparency, ergonomic shapes, and eco-labelling. These brands use refill pouches, PCR (post-consumer recycled) bottles, and soft pastel tones that communicate cleanliness and sustainability. Industry trends also show a move towards pump-based dispensers and concentrated liquid refills that reduce plastic use.
Best practice direction: Adopt ergonomic grip design, increase label clarity, and promote sustainable attributes visibly. Launch refillable bottle + eco-pouch systems and communicate Sunlight’s recycling initiative directly on-pack to connect with modern eco-conscious users.
3. Can
Xinyuan Almond Powder 欣園杏仁粉
Overview
Xinyuan Almond Powder is a traditional beverage and dessert ingredient commonly consumed for its nutritional benefits and delicate flavor. The product is currently sold in metal cans or vacuum-sealed pouches, featuring a basic printed label. While effective in protecting freshness, the packaging lacks modern appeal and fails to visually communicate purity, naturalness, and health that values highly sought after in today’s food market.
Competitors such as Ecover, Method, and Mama Lemon showcase modern designs emphasizing transparency, ergonomic shapes, and eco-labelling. These brands use refill pouches, PCR (post-consumer recycled) bottles, and soft pastel tones that communicate cleanliness and sustainability. Industry trends also show a move towards pump-based dispensers and concentrated liquid refills that reduce plastic use.
Best practice direction: Adopt ergonomic grip design, increase label clarity, and promote sustainable attributes visibly. Launch refillable bottle + eco-pouch systems and communicate Sunlight’s recycling initiative directly on-pack to connect with modern eco-conscious users.
3. Can
Product Analysis
Functionality: The can provides strong protection against humidity and oxygen, which is ideal for powder products. However, it lacks a resealable inner liner or scoop, making it inconvenient and messy for repeated use.
Aesthetics: The design is text-heavy and traditional, with little differentiation from older instant drink products. The visuals do not communicate “natural” or “healthy lifestyle” — a missed opportunity to target younger, wellness-oriented buyers.
Sustainability: Metal cans and laminated vacuum bags are not environmentally optimal, as both are resource-intensive and hard to recycle due to mixed materials. The absence of any “eco” messaging or refill options also limits appeal to sustainability-conscious consumers.
Branding: The visual identity focuses on product purity (“no bleaching, no additives”), which builds trust but could be more effectively expressed through clean, modern design language.
Functionality: The can provides strong protection against humidity and oxygen, which is ideal for powder products. However, it lacks a resealable inner liner or scoop, making it inconvenient and messy for repeated use.
Aesthetics: The design is text-heavy and traditional, with little differentiation from older instant drink products. The visuals do not communicate “natural” or “healthy lifestyle” — a missed opportunity to target younger, wellness-oriented buyers.
Sustainability: Metal cans and laminated vacuum bags are not environmentally optimal, as both are resource-intensive and hard to recycle due to mixed materials. The absence of any “eco” messaging or refill options also limits appeal to sustainability-conscious consumers.
Branding: The visual identity focuses on product purity (“no bleaching, no additives”), which builds trust but could be more effectively expressed through clean, modern design language.
Market Research
The Malaysian health drink market is expanding, especially among urban adults, café owners, and health-conscious consumers seeking plant-based, dairy-free alternatives. Buyers expect transparency in ingredients, user convenience, and a clean, trustworthy look. Current packaging does not reflect this demand. Consumers also appreciate brands that offer refill pouches, measuring tools, and recipe suggestions for multifunctional use.
The Malaysian health drink market is expanding, especially among urban adults, café owners, and health-conscious consumers seeking plant-based, dairy-free alternatives. Buyers expect transparency in ingredients, user convenience, and a clean, trustworthy look. Current packaging does not reflect this demand. Consumers also appreciate brands that offer refill pouches, measuring tools, and recipe suggestions for multifunctional use.
Competitor Analysis
Competing brands such as Eu Yan Sang, Biogreen, and organic café brands use kraft paper stand-up pouches with resealable zippers, transparent windows, and minimal earthy tones to communicate authenticity and freshness. Industry trends highlight matte finishes, natural color palettes, QR-coded nutritional info, and sustainable pouch materials.
Best practice direction: Redesign Xinyuan’s packaging into a stand-up resealable pouch with a clear window and serving scoop, adopt modern typography and soft pastel or kraft tones, and emphasize the brand’s additive-free nature in a clean, contemporary style.
4. Tube
Shea Butter Hand Cream – Tube Packaging
Competing brands such as Eu Yan Sang, Biogreen, and organic café brands use kraft paper stand-up pouches with resealable zippers, transparent windows, and minimal earthy tones to communicate authenticity and freshness. Industry trends highlight matte finishes, natural color palettes, QR-coded nutritional info, and sustainable pouch materials.
Best practice direction: Redesign Xinyuan’s packaging into a stand-up resealable pouch with a clear window and serving scoop, adopt modern typography and soft pastel or kraft tones, and emphasize the brand’s additive-free nature in a clean, contemporary style.
4. Tube
Overview
Shea Butter Hand Cream is a common cosmetic product found in pharmacies and beauty stores. It typically comes in aluminium or plastic squeeze tubes with a small screw or flip-top cap. Although this form is convenient and portable, many local or low-cost brands lack a strong visual identity and fail to communicate quality or eco-consciousness, leading to a poor shelf impression in a saturated skincare market.
Shea Butter Hand Cream is a common cosmetic product found in pharmacies and beauty stores. It typically comes in aluminium or plastic squeeze tubes with a small screw or flip-top cap. Although this form is convenient and portable, many local or low-cost brands lack a strong visual identity and fail to communicate quality or eco-consciousness, leading to a poor shelf impression in a saturated skincare market.
Product Analysis
Functionality: The tube format is practical for controlled dispensing, but metal tubes can crease and leak, while multi-layer plastic tubes are difficult to recycle. Caps are often too small or weak, risking breakage during use.
Aesthetics: Many mass-market shea butter creams use generic floral graphics or inconsistent layouts, which make them appear low-end. Premium brands like L’Occitane demonstrate how a minimal layout, elegant color palette, and tactile material can elevate perceived value.
Sustainability: The personal care industry is transitioning towards mono-material, recyclable, or PCR-content tubes. Many low-cost variants have not adopted these innovations and still use outdated materials and opaque labeling.
Branding: Without a distinct brand narrative, the packaging fails to express the moisturizing richness or natural origin of shea butter, missing emotional appeal in a beauty-driven market.
Functionality: The tube format is practical for controlled dispensing, but metal tubes can crease and leak, while multi-layer plastic tubes are difficult to recycle. Caps are often too small or weak, risking breakage during use.
Aesthetics: Many mass-market shea butter creams use generic floral graphics or inconsistent layouts, which make them appear low-end. Premium brands like L’Occitane demonstrate how a minimal layout, elegant color palette, and tactile material can elevate perceived value.
Sustainability: The personal care industry is transitioning towards mono-material, recyclable, or PCR-content tubes. Many low-cost variants have not adopted these innovations and still use outdated materials and opaque labeling.
Branding: Without a distinct brand narrative, the packaging fails to express the moisturizing richness or natural origin of shea butter, missing emotional appeal in a beauty-driven market.
Market Research
Consumers of hand creams range from young adults to working professionals, especially women who value both aesthetic appeal and skincare quality. The growing demand for sustainable beauty has encouraged brands to emphasize eco-friendly packaging and transparency. A tube that looks stylish, hygienic, and eco-safe can greatly influence buying decisions.
Consumers of hand creams range from young adults to working professionals, especially women who value both aesthetic appeal and skincare quality. The growing demand for sustainable beauty has encouraged brands to emphasize eco-friendly packaging and transparency. A tube that looks stylish, hygienic, and eco-safe can greatly influence buying decisions.
Competitor Analysis
Competitors such as The Body Shop, and Innisfree lead the market with elegant, color-coded, recyclable tubes. They incorporate soft metallic or pastel tones, embossed typography, and biodegradable materials. Trends in this segment include refill pods, recyclable mono-material tubes, matte finishes, and QR codes linking to ingredient origins.
Best practice direction: Use a recyclable mono-material tube with matte finish, add embossed or screen-printed minimalist design, and promote sustainability with clear iconography. A smaller “travel size” version with a flip-top cap could improve convenience and appeal to eco-conscious and design-sensitive buyers.
Competitors such as The Body Shop, and Innisfree lead the market with elegant, color-coded, recyclable tubes. They incorporate soft metallic or pastel tones, embossed typography, and biodegradable materials. Trends in this segment include refill pods, recyclable mono-material tubes, matte finishes, and QR codes linking to ingredient origins.
Best practice direction: Use a recyclable mono-material tube with matte finish, add embossed or screen-printed minimalist design, and promote sustainability with clear iconography. A smaller “travel size” version with a flip-top cap could improve convenience and appeal to eco-conscious and design-sensitive buyers.
Reflection
All good to go!
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