Package Design - One Day Challenge
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- čas přidán 10. 06. 2019
- Package design process and tutorial from start to end. How do you redesign a package? What is the packaging design process? Why is packaging important? How can design make something look more expensive? Can design change the perception of value for a commodity good?
In this episode, Matthew takes on the same challenge the #FuturYoungGuns did. Matthew decided to redesign the packaging for Marukan Rice Vinegar. If you want to see what the Young Guns did for the same challenge, you can watch those episodes here
Part 1: • Package Design Critiqu...
Part 2: • Package Design Critiqu...
The Young Guns had 2 weeks to do it. Matthew tries his best to complete the same task in one day. Can he do it? What do you think about his results?
Here are the parameters:
• Choose an ethnic food to redesign its packaging
• Do not change the logo or colors
• Must use all type, legal, barcode from the existing package
The criteria:
1. Position for high-end clients
2. Appetite appeal
3. Shelf presence
4. Highlight product features
5. Appropriateness
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"because I had the time....I started exploring 2 or 3 other options" FLEX ON EM
HAHAHAH this made me laugh out loud -- I was thinking the same thing! :'D
@@mmazz414 I think we all did! :D
The key takeaway for is “having a clear defined process” 👌🏾
Wow William how did you come up with that insight. It's almost as if he said that exactly at the end of the video 😂
Aaron - this was a typo, I forgot the word “me”, lol, but thanks though.
Aaron D Haha! Yeah I read what I wrote and I thought to myself, “Damn, he’s right lol”. Iron sharpens iron lol.
young guns : it wasn't enough time
matthew : hold my rice vinegar...
LOOOOL
😂
I think Matthew clearly shows his experience when it comes to narrowing down the research and understanding the context of the product and have a vision of where he wants to take it. I think the process is key and with experience, people can speed up their process also.
Having a clear process means you can have repeatable success.
Agreed, one reason I think I take a lot of time still is definitely cause I'm still exploring what works and what doesn't work in my process.
You should get Chris to review it as he did with the young guns
"Chris Reacts to Expert Designer's Packaging Challenge"
Hahaha that would be great 😂
James Mortimer definitely!! And be brutally honest.
I'd like to see Chris design it and have Matt and Ben critique it
Definitely!
A brilliant take on a traditional brand asset. My only critique is I think the white typographical element may struggle on the shelf with regards to legibility. I would have gone for the darker treatment of the same concept for better contrast like you pointed out. 👏🏿
Yeah I agree 100%
I was thinking the same thing. Had this product gone through a client I imagine that would be the first thing to be pulled on. I preferred his second idea.
Like the design, but I much prefer the black type versions, the white type I feel would get lost on shelf. I always like mocking the product up in a store environment to see if it still works.
And also lost when the bottle got emptied
What do you think of the results and Matthew's process? How closely does it map to your own? Let us know what you think.
Awesome results in a day time, but is Matthew. He's great :D
Whoever said 2 weeks wasn't enough time needs to be fired. The laziness is appalling to me. I can understand taking a day or two or three to get a project done. 2 weeks is more than enough time for a professional. I really think those creatives will need to reconsider their profession if they think 2 weeks is too short.
Mentioned below that I love it. Now I'm curious though. If someone did this proactively, how would you go about proposing this to the cold client? Any nuggets for us Sensai Do?
Awesome job Matthew! Thanks for sharing your process.
All three options were really well researched and executed, but I really liked the secondary options more.
The first reason, which you mentioned is contrast of the product name. Also, the chosen option is a bit too 'slick' and makes me think about a luxurious shower gel, or some cosmetic product.
Anyway, great process and amazing results. Thanks for sharing Matthew!
I find it really smart that you started to design on the mockup right away. Great designs, good job Matthew!
@@MatthewEncina I never tought of working that way, but it makes so much sense. So thanks again!
As a newer designer this was super helpful to see the process in real time from a master level designer. I feel like a lot of us newer designers struggle with over thinking and over refining our work and that is where we lose the most of our time. For me I could have easily lost 6-8 hours just refining and changing my design (and would have ended up using one of the first few options). I love that Matthew told us he was stopping because his changes stopped making large differences. Am I the only one that wrote down the process steps?? Haha going to tattoo them on my forehead so I dont forget. Awesome work you guys!!
I will say one of the things you should of researched is packaging regulation. As someone who has done a lot of packaging there are regulations that limit what you can do. Some descriptive type needs to be a certain size. Quantity declaration needs to be on front. A lot of designers overlook regulations when designing packaging. Design is also always about brand which tends to take more time than just designing something pretty. I would of also photographed a store shelf to see how the new design stands out from competitors products. You only have a few seconds to engage your audience.
I will never be cheap, saving money for something like mockups and illustration anymore. Really see the impact on how to excute an idea without worrying too much about the lack of certain technical skills like illustrating or creating convincing mockups.
Although I liked that you decided to make things more high quality I would have really liked to see you stay within the constraints of a cheap bottle since that was your inspiration. Don't get me wrong, i think you did a great job on the designs. That being said it's oftentimes easy to make something look really pretty and high end when you have close to no restrictions. In reality Marukan could never do this and that's why they have their cheap branding. But it would be cool to see an actual viable cheap design that is compelling and visually superior to what Maruchan has now.
Haha, "two weeks is a lot of time" - few hours later - "because I had the time I started exploring 2 or 3 other options"...well played
Man, in a perfect world, I would quit my job and fly out to LA to come and work with and learn from you! So glad I have these videos and this channel.
It is a problem of knowing how to be productive. That's why they are young guns and need some help in guidance. Not only the design technique wise but also in the direction of being more productive, self-aware and goal oriented. There is sth to learn.
Thank you for the video! it perfectly described the needed workflow for designing packaging, will try to recreate the steps in my work.
I learned a lot in this video! Here are some of the differences I saw in this one compared to the young guns (generalizing)
1. Matthew spent far more time researching, he looked into almost every element of research, not only the obvious ones, he looked at similar categories and picked his favorite thing about each one.
2. He wrote things down clearly, and drew out rough sketches for the packaging, making a clear decision of what he did want and what he didn't. Many people say that this is very difficult to do without lots of experience, but I disagree. If you write things down or draw things as Matthew did, you just need to pick the one that works best and don't second guess it!
3. He focused far more on the package design as a whole than the just the label design. In the young guns, the most successful design was the feta cheese because he focused on the package as well. Matthew was able to use transparency very well here.
4. He worked on the label design while simultaneously displaying it on the mockup. This helped him make clear decisions because he could immediately see if it was working.
5. He made far more variants than any of the young guns, he brought 4 or so up to a final level, but in the process, he tried dozens of ideas. Some worked and some didn't, but he was able to get many good results at the end of the day.
6. He picked a more subtle approach in the final version where the label isn't as contrasted. I think it does look more expensive, it was a risk but a good risk to take.
I really appreciated having this to contrast with the young guns, I learned a lot here. I have had a personal struggle between the "go with your gut" kind of feel I get from the young guns, and Matthew's steady, reliable, controlled way of getting to his results. He is patient and does everything in a very orderly way. I think the results are clear, this way of working is very efficient. He didn't just jump into the design right away, and it really paid off.
Thanks so much for the video!
I think this comes from us all being in one show because a lot of us did more research than was edited in due to the fact that there were many designs to show and critique.
Good observations Jeff.
I have the same exact process! It works like a charm! I had to present a design within a few days and was able to finish the design in a day and think my outcome was pretty good!
It's always nice to see a master get their hands dirty in the design process and prove they still own it. Impressive for only a day's work
Can you please make a video of How you were able to edit you design and it appear on your mock up automatically
Diego Alva smart object from the mockup!
Thank you Matthew, I can’t explain how much it helps to see a professional process. It just proves how having a sound design process will lead to a more efficient workflow. More videos like this!! Amazing!
The 2nd design was my favorite of all the concepts. Props for getting out so many fleshed out concepts in such a short amount of time. I struggle with coming up with multiple concepts that look that different from each other.
Definitely understand the challenge of differentiating your concepts. Seeking inspiration in other areas often helps. Or walking away for a while from your design to get some fresh perspective.
WOW! Love the work and the process, lots to learn and what great timing of the video to come up for me since I am going to be taking on some packaging design work.
Thank you Matthew for taking the time to gives us a peak into your design process. It was really great and informative to see you in action!!!
After hearing you talk about mock ups I am glad I learned how to make 3D models so I can make my own original mock ups.
If you don't mind me asking, how'd you learn it? Any recommended sources?
Wow Matthew! That was amazing and inspiring!
Thank you for taking the time!
The end part was golden and I think the design was beautiful but in packaging price also plays an important role you can't just choose which ever bottle you want(increases cost) also the legibility and purpose of the design as a whole was little confusing. Overall it was kind of impossible challenge so it was great that you even finished it(because of your process and experience) and a good exercise in that regard but not a good example to share. Craigslist is hideous beauty wise but design wise it works and is efficient. Sometimes our preferences, perception of beauty and thinking can be a hurdle for us, real life experience is the only antidote to that.
Matthew is just so good! He's process is super fast.. When researching usually it takes me several days to get to something decent. It has to be Blind team.
Thanks for sharing your process, Matthew! I really love the second option.
One of the best videos ...no empty talks...pure work 👌
Thank you brothers. I’ve been working with clients a bit more and I’m seeing how important it is to just get to execution. Like you’ve said before, clients don’t really care much for original as much as they care for quality and reliability of the work itself. Oh and lastly TIME. My clients do love when quality work is delivered FAST.
Loved the final design, great work. First vid of yours and I've subbed! :) However, was sketching those bottle designs a bit of a waste of time if you just got a mokcup from the internet in the end? Can''t wait to binge watch your other vids.
Smashing display of a masterful designer at work! Thank you for the tips!
I love the rawness of your design Matthew. I especially love it when brands don't hide their product behind the labels. Actually, the less visible product, the more suspicious I get about the quality inside. Great improvement in that part :)
I love how to began researching and made your way up from one item to another!
Love you for this
Although I like the vibe of the final redesign, I prefer the third alternative option you showed. The black type just makes it easier to read and the fact that the text is centered calls for my attention. Either way, very nicely done! Time efficiency is key.
One thing that stood out for me as Matthew was designing, and this may be a no-brainer for more seasoned designers (food reference intended) but not so much for beginners, was that he was designing the packaging with the mock-up preview window open as well, which I think makes tweaking your designs much easier and quicker resulting in more time and energy available to explore more designs.
Also, his overall design process was very good and thorough especially considering the amount of time he dedicated to the challenge (1 day vs 2 weeks). I hope the young guns are watching and taking tips because it all definitely highlights how they can become more efficient and not have to complain about time anymore.
I don't believe we complained, more so we had other priorities such as freelance work on top of school and full-time jobs that we wished for more time to be able to explore more of the process and create work that would be worthy to show the team and you guys. 2 weeks also does not mean 2 weeks spent. For most of us, we really were able to block out maybe only a few hours on a weekend to do these projects and film. For me, this show was an opportunity for us to not just show you how we do things, but how we try new things and fail. Matthew's process is solid and I agree there is a lot for me to learn to be able to design as efficient as he does.
@@yangnamstyle You raise some important points! And maybe I should've included those points in my comment (perhaps Matthew in the video too) so as to not give off the impression that you ladies had the entire 2 weeks to do the challenge and nothing else. We definitely don't want to paint you guys as lazy or something else that questions your commitment to the series. I was highlighting Matthew's efficient process and like you say there is a lot to learn from it, for everyone really (even I picked up some things :D). But I'm glad you pointed out that you had other priorities and commitments because it's an important aspect that people should be aware of, especially those that haven't been following the series as closely as some of us have. Anyway, you ladies put up some good work nonetheless and kudos to you to all for that :). Cheers and all the best moving forward, Annie :).
@@Santon-Motho Thank you for understanding, and it's totally okay cause I understand it's hard to see the whole picture when you're only shown a little part of it. I just felt it was important to point out:)
@@MatthewEncina Nah, I get it. Just wanted to clarify since some people were misunderstanding.
Matthew, I think this is a great example of using available resources. When designers think of designing, they are usually thinking of creating all of the assets from scratch, hence the not enough time comment. You downloaded a nice mockup & some stock illustration and then everything else was just composition. The end result was favourable. Great Job and you even had enough time to document it all. I would be interested in seeing the process you use to document your process and bring it to us in this nice presentation.
"Pretty decent." What? Those are amazing...holy moly. Good shit.
That Photoshop layout setup is so awesome, never thought of splitting up the windows like that whilst working on a mockup! Thanks for the great vid man!
Also never thought of it, will be using it in the future :)
Hey Matthew. Thanks for sharing a valuable experience! I really enjoyed it and paying more attention to your process than the end result.
Thanks again. This wad a calming and motivational video. Nice to watch after a day's work and get me pumped to do my own designs.
This is exactly how i design concepts. It's worth mentioning a couple of things after this stage. Once a design is approved, I'll move into indesign or illustrator to create print ready artwork. This is where you can finesse grids and properly define the type hierarchy, colours etc. The choice between indesign or illustrator depends on the product, as things like flavour variations, region specific info, ingredients, regulatory standards etc is easier to manage in InDesign. Where as illustrator is easier for designing packaging with multi sides/folds etc.
OMG! great workflow, Matthew! I use a very similar workflow when designing in general. I'm in the process of designing packaging for my own products and I now realize how important it is to design on a mockup. I was trying to design the label as a rectangle trying to imagine what it will look like on the bottle and that is definitely a challenge. Also, (wow), I love your technique of splitting the PS windows into two views working on the smart object in one window while seeing what it looks like in the other! - Great job Matthew!
Really wish there was more content in this channel. Loved the tutorials and challenges that you guys used to post
Matthew, I love the final product & your insight into your process. But you had an advantage that nobody that has taken part in the packaging challenge has had. Clearly Master Do does not allow
the designer to change the package it self, because the new production cost. So technically this challenge's are packaging graphics re-brand & not package's redesign. I still appreciated all the effort you put into this tutorial & I love the final product.
I have become a little disillusion with the challenges because everybody it's picking a different item. So one those not get to see how multiple designer approach the same exact item graphic's re-brand. So we are really comparing apples to oranges, but then again I'm not Master Do i'm just a simple grasshopper. I know there logistic issues & many other reasons why the challenge is not on the same single product.
I know I speak for a large group people when I said how great full we're for the hard work & great contribution you guy give to so many of us, THANK YOU.
Man, super inspiring to see how you went at this and the final outcome looks great! Been trying to brainstorm self-initiated projects to build out my portfolio. As a junior designer not having constraints, I just spin my wheels on where to even start. Seeing project parameters like this and your process, gave me so much clarity. Thank you! 🙂🙏
Whaaat I had less than two weeks for most of my assignments when I was in school, so you’d think they’d be well used to that stretch of time! Great display of how confidence (often gained through experience) speeds up your process.
Love to watch the process and his idea is pretty brilliant. Thank you !
I love the second option most! it got the "elegant japanese culture" feel when i saw that and definitely feel more expensive.
And, this 13 minutes video just show me a lot of how a master approaching their design. Awesome!
Process is King and Queen. Lol
Thanks Matthew for your incredible work.
One day I will do amazing work in 6 hours...one day...😅
@@MatthewEncina I think my biggest stump when designing is what happens when I get stuck.
Hey Annie, reply to this and get in touch if you still are designing, I need an artist for a project!
Awesome as always.!!
Thank you for sharing
This was really useful to watch! I've got a bachelor's degree in industrial design engineering (aka product design), but I was never good at actually designing. I missed the process and did not do much iteration and sketches or trying stuff out. Your video showed your process really well and it's really nice to see some of the processes that have been taught to me at university in such a clear manner (really practical, university is just too much theory). Thank you for such a great video!
Thank you so much for sharing this. Love your work Matt !!
Thank you for showing the whole process! I haven't worked on packaging design, but the definition of the process is applicable to any design process...where I have been struggling to establish my own. Great lesson and inspiration for me. Thank you!
I think nobody had a doubt that this will be great!
It was a beautiful example and the process and resource was very clear. Thank you Matthew!
Master guru status! Using the symbol placement on the bottle and working in the opposite file next to it auto updating is pure brilliance. I will be using that flow moving forward. You guys are good....
I was thinking the same thing! Like why didn't I think of that
I really enjoy seeing other designers processes & perception.
I really love your challenge and what you did and putting your ideas together. There are though some things that I was thinking as I was watching your video. 1. I thought you would use the same packaging/bottle and just remake the label. If you have a product/package/bottle/label that has been around for a long time then it would be important to think if the company would want to be in the position of changing their bottle. 2. A whole remake of a label is practically a relaunch of a new product, which also means a whole marketing campaign for the company. 3. Many products are part of a specific branch of products, for instance: a red label product belongs to a specific branch of product and by changing one label you would either change the whole products branch or launge it as a completely new branch or product. All your ideas are great and I understand that you wanted to see if you could remake the label and see if you could do it in a day. I have to agree with a time of 1,5-2 weeks for the complete label, especially with products that have been around for a long time. Great job!
Awesome content. I feel like I learned more from this video than from 2 weeks of class. Please post more on these!
You are a MASTER, love how you teach every single aspect of the design, thank you
Great video! It's really nice to see the process. I would definitely like more content like this!
Awesome work process man. Love it. I feel the third option is better, bcoz it has a background for the text, you can read all the info even the bottle is empty.
Thank you for creating this video, it clearly shows what you guys have been talking about again and again, in regards to having a process. Which can tide to not only design, but other creative fields too.
Lovely! I really liked when you were steering towards the black brushstroked rice stems; reminded me of a lot of the Suntory whiskeys! Yum!
Really enjoyed this video. Made me want to go out and improve my own package design ability as it's something I don't do much of, and am really interested in. So I decided to re design a vinegar bottle I found in my cupboard. I enjoyed seeing Matthew's process and approach to the project, and so I took a similar one and am really happy with the result!
Can we see? Can you post a like IG or Behance link please?
Thank you for this. A lot of valuable info here and what focus and organisation can do. All about the processe
God damn it Matthew you making it look very easy lol. Thank you for sharing your process
Loooooooove this video. Exactly the content I want to watch. And cool you put your ego aside and just jump straight into design work you said you aren't an expert at. Hearing you thoughts and process is very useful.
Great work Matt! loved the result.
P.S I really like your workspace, so cool
Well organized and great designs in such a short time! It looks so easy to make by just watching hah! :)
thank you for this video, I love the result of this challange
Cool to see how you tackled that project in 1 day! I like the design with the bolder black lettering!
God Matthew! Thank you for taking the time to do this. I feel inspired. Watching you really shines a light on my process. When you don't have any other designers around you, it's easy to doubt and question your own process. Am I doing it right? How do other people go about this? How long do other people take? I was about to start working on a tea label for a client when I saw your new video. Thank you for sharing.
Great work Matthew. I really dig how he was laying everything out on the smart object for that mockup. I usually move back and forth between illustrator and photo shop but then i don't see how my changes look in real time like that. That's gonna help me cut way back on time wasted. Thanks :D
Thank you so much Matthew! Really instructive 🙏🏻
Nice job man!
That's more like the time frame most of us work in.
Awesome vid from start to finish, really like the process. I'll use this method in my own work
Dude great job and that's a great way to handle the hassles.
Love it!!
Thanks for sharing
Documenting the whole design process and also your day was really awesome. I like these kinds of video, I hope you will make more videos like this, designing more and documenting your challenge and your days. Thank you very much and have a nice day.
Great video. I love the idea as well as the fact, that we got to see not just the final design, but also the process.
P.S.: Can't wait for Chris to critique this one. ;)
He did a great job!
Agree - love the process and thinking behind this!
dang that looks way more expensive than $3.79
Mission passed
@@negative42 No because packaging cost more than the product itself. Its off brand
Simonas Urbonas
Not really...
When it’s a huge company like this that need to order millions of bottles it’s would be very cheap
Less than $0.20
Obviously more expensive than the cheap plastic bottle. Which probably costs them less than a penny by quantity
The only reason and rightfully so that they won’t do this would be reputation and customer base.
Their target isn’t 5 star restaurant chef executives that work with the highest of quality ingredients
Which they will fail if they even try to sell it as that because it isn’t that.
This is the kind of content I want to see! I love seeing the process as you design. I will be trying this challenge soon as well. Might give myself 3 days but only 2 hours each day as a modification to the challenge.
That works too.
Brilliantly done...process is the key!
The final design looks nice and clean and I like it a lot. The thing is, when you work on a redesign of a really well known and loved brand you have to take care of aspects that made the brand /products what it became. Clients that are accustomed to buy a certain brand don’t even think about it when they grab it from the shelf, if you change everything they know about the product like the quantity, price, type of bottle, design etc There’s a good chance they might look elsewhere to compare. Be careful with brands that have been around forever, there is a reason why those brands don’t make huge redesign.
I was actually going through a "creative-drought" for a project and this video managed to inspire me back to work. Great video!
Great job!! Now i want to see Chris critic :D
pleasee
That's awesome!
Really amazing, thanks alot for sharing this process.
Research is super important. A lot of designers jump right into designing without doing any research and that's where a lot of confusion and the endless iterations happen. I think I spend a lot more on research than designing sometimes. By the time I get to create the piece, it's way easier.
I like how you mentioned also leaving some time off away from the process after the research on the sketching part and let all those chunks of info percolate or simmer before jumping into design. I think that's very important. Diffuse thinking states are great to connect the dots and come up with creative ideas. 👌
@@MatthewEncina Nice. I wish the Futur was around when I got the The States. Your content is seriously 5 Michelin stars.
More videos like these please! This was soooo good!
@@MatthewEncina I love seeing the process more than I love seeing the result. You provide a lot of good information on how you start a project and how you end it. The way you do heavy research about the company is really nice. Even when choosing the bottle, you think about which bottle looks high end and how the goal is to make the product seem more expensive. You talk about hierarchy and which elements you want to stand out which is really nice. Everything about this is gold. You're just a trustworthy designer and I know that whatever you come up with there is a good reason behind everything. This is why I really enjoy the show "Building a Brand". Would really love some feedback on my work 👏👏👏
Like the process and result!
Awesome !
Nice job! One day is extremely pressing. The edit and quality of the final design was nice as was the final cut/edit on the video! Who, can I ask put it all together and brought this to us? Good job, again @The Futur Academy @The Futur // So much great content.
Thanks, John. Matthew Shot this and the editing was done by our new intern Jayden.
The second option is my favorite. I think It has a really great balance to it
this was great to see! :)
i often get lost in creating variations and iterations, i could just go on and on forever and i dont really know when to stop 😅
i havent thought about looking for mock ups first and designing directly on them ... which should be painfully obvious 💦
but well im still pretty new to "doing" this.
i'll try this out, thanks a lot 😁
Helped me a lot! Thanks! I always get confuse when starting a new project
Fantastic video. Thank you so much.