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Packaging & Merchandising Design | Project 2: Innovative Packaging

10/11/25 - 30/11/25 [ Week 8 - Week 10 ]

Nicco Chew Jin Xun (0366563)

Packaging & Merchandising Design | Bachelor of Design (Hons) In Creative Media | Taylor's University

Tutor: Mr. Shamsul

Table of contents

Instructions

Project 2 / Process Work

In this project, we are given 3 briefs to choose from which required us to create a logo and design an innovative packaging solution that aligns with the brand’s goals.

Group Members:
1. Kimberly Miaw Jya Nee (Leader)
2. Mah Sze Min
3. Aw Wen Chia
4. Nicco Chew Jin Xun
5. Muthiah Salsabila Harsono

Chosen Brief: Design Brief 2
Fig. 1 - Design Brief 2

Company Name: 
Smile Surprise

Product:
Miniature toiletry items (shampoo, conditioner, body wash, deodorant, etc.)

Goal:
  • Create a toiletry brand for young people who enjoy giving small, affordable gifts to their friends.
  • Ensure the products feel thoughtful and environmentally responsible.
  • Compete in a market where packaging often becomes the main selling point.
  • Improve sustainability by focusing on the 3Rs: reduce, reuse, and recycle.
  • Develop an innovative packaging design that can display the toiletries while still looking appealing on the shelf.

Deliverables:
  • Logo / brand identity elements
  • Label design
  • Outer box design (graphics + structural layout)
  • Inner tray/insert design
  • Packaging dieline

Process Work

First, we brainstormed different types of toiletry items for this project. We explored many possible set combinations, but we eventually decided to focus on skincare products.


Chosen Products 
1. Toner
2. Serum
3. Moisturiser

We bought the empty bottles from Shopee. The toner and moisturiser bottles are plastic, while the serum bottle is glass. All of them are reusable since the lids can be opened, which also makes the products refillable.

Pump Bottle Size:
30 ml: 12cm * 3.2 cm

Dropper Bottle Size:
30 ml: 10.5cm * 3.3cm

Brand Identity

Then, we moved on to defining Smile Surprise's brand identity. We identified the specific demographic we wanted to target, the brand personality, the overall theme, and other important factors.

Brand Essence:
A youthful, eco-conscious skincare gift brand that celebrates small acts of joy through self-care and thoughtful giving.

Target Audience:
Urban women aged 20–28 who value affordable, aesthetic, and sustainable products that feel genuine and gift-worthy.

Personality:
Warm, approachable, and effortlessly feminine, wants to make gifting feel lighthearted, caring, and kind to the planet.

Tone & Style:
Cheerful • Gentle • Modern • Heartfelt • Eco-conscious

Theme:
Daisy Flowers

We created a shared Pinterest board to gather our inspirations and in one place. This made it easier for us to understand each other’s ideas since we could see the visual references everyone saved.

Logo Design

We began brainstorming the logo by having each of us produce initial sketches. After the first round of feedback, we decided to focus on Sze Min's script or calligraphy style logo and incorporate a daisy element. We also worked on improving the legibility of the logo to make it clearer and more readable.

Fig. 2 - Logo Sketches (2nd Attempt)
After a few more rounds of feedback, we realised that the script and calligraphy-style logo were still not very legible. So, we switched to using the Comfortaa font for the logo text and added a simple line art illustration of daisy flowers to maintain the original concept.

Fig.3 - Final Digitalised Smile Surprise Logo

Label Design

Fig. 4 - Label Design Sketches

Me, Sze Min, and Avery were in charge of designing the labels for the toner, serum, and moisturiser bottles. After sending the sketches to Sir for feedback, he suggested that we can proceed with my design (the middle option).

Fig. 5 - Label Design (first version) 

Fig. 6 - Label Design (printed out) 

We printed out the first version and realised that the colour was too yellow. Sir also felt that the floral pattern was not visually appealing, and suggested that we modify it using the flower from the logo instead.

Fig. 7 - Label Design (Refined) progress in Adobe Illustrator

Fig. 8 - Label Design (Refined) based on my sketch

We actually printed the label design earlier in Week 10 (not shown), but the background colour turned out too yellow for our liking, and we also noticed a few errors in the layout. So, we refined the design again, as shown above.

Packaging Dieline

Fig. 9 - Initial Packaging Sketches

After receiving feedback from Sir, we decided to keep the packaging practical by sticking to a rectangular box design and keeping the window feature.

Fig. 10 - Packaging Structure (Without Dimensions)

Packaging Visual Design

After Kimberly was done with the packaging dielines. She sent a copy of the AI file to Tya for her to add her visual design.

Fig. 11 - Tya's Packaging Visual Design

Finalised Designs

Fig. 12 - Finalised Label Design (With Dieline)

Fig. 13 - Finalised Inner Tray (With Dieline)

Fig. 14 - Finalised Packaging Design (With Dieline)

Final Outcome

Skincare Bottle Labels

Fig. 15 - Final Outcome: Skincare Bottle Labels

Material: PP Matte Sticker

Packaging Inner Tray

Fig. 16 - Final Outcome: Packaging Inner Tray

Material: Art Card 310gsm

Packaging Outer Box

Fig. 17 - Final Outcome: Packaging Outer Box

Material: Art Card 230gsm

Fig. 18 - Label, Inner Tray, Outer Box Dieline Compilation (PDF)

[Feedback]

Week 8 (10/11/25)

General Feedback:
This week, we decided which products we wanted to create packaging for. We also started working on the Smile Surprise logo, selected a colour palette for the brand, and explored the overall design style we wanted to follow.

Specific Feedback:
After showing Sir our logo sketches, he commented that we should:
  • Refine brand positioning first to establish clear tone and personality (friendly, approachable)
  • Conduct more research on logo concept to align with brand identity
  • Explore logomark + wordmark combinations with proper rationale
  • Current script logo can be a starting point, but can explore more variations
  • Choose and justify colour palette (e.g. pastels give a feminine impression)
  • Consider a theme or occasion for the packaging to add meaning
  • Make sure miniature bottle and tube sizes are consistent and proportionate
  • Simplify the script logo, try other style as well (preferably not san serif)
  • Explore further with colour palette that represents the brand personality well

Week 9 (17/11/25)

General Feedback:
We worked on the label design and box de

Specific Feedback:

Box Structure Sketches
  • The box design must consider practicality of the packaging. It must be convenient, easy to handle, display etc 

Label Design Sketches
  • He mentioned my sketch has potential.

Week 10 (24/11/25)

General Feedback:This week we finalised the designs and also added the dielines before sending it to the printer.

Specific Feedback:
Label Feedback
  • Colour can be lighter 
  • Flower shape is weird
  • Current choice of typeface in label design is too narrow
Packaging Feedback
  • Shape should be more practical (collapsible/easy to stack on top of each other/nothing sticking)

[Reflection]

Experience

During this project, we realised that the thickness of the packaging was not ideal. The packaging felt slightly too thin, and we believe making it thicker would have helped it hold the items more securely and give a more solid, professional feel. This made us more aware of how material choice directly affects both function and perception. One part I really enjoyed was the process of selecting and testing colours palette. It was interesting to keep trying different colour combinations to see how each option actually looked in real life, as some colours appeared very different once printed. 

Observation

From this project, I observed that small details can have a big impact on the final result. For example, the colour of very small text needs to be checked carefully, as it can easily become unclear or hard to read after printing. Even slight differences in colour contrast can affect legibility. This showed me that designers cannot rely only on digital previews and must always consider how designs will appear in physical form.

Findings

Through this experience, I learned that packaging design is not only about visual appeal, but also about practicality and usability. Designers need to think about material thickness, colour accuracy, readability, and how well the packaging supports and protects the items inside. I also realised that testing and prototyping are essential, as many issues only become noticeable after printing and assembling the packaging. Overall, this project taught me the importance of balancing aesthetics with functionality, and how careful planning and attention to detail can significantly improve the effectiveness of a packaging design.

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