Brief Title: The Future of Bacon Packaging
Brief:
You are being asked to produce a new chilled premium bacon packaging for Danepak which will improve and alter the way bacon is packaged today. It should look at how to keep meat fresh for longer, consider the environment, have a point of difference, create a striking shelf presence and push the current boundaries of packaging.
Considerations:
You should consider what materials are used for food packaging to keep them fresh and hygienic for people, and whether or not these can be improved to make them sustainable and create a better customer experience.
You should also consider the following:
- How it will stand out amongst other retail products on the shelf and the impact it will have on customers
- The feasibility of the project - how will you be able to make the packaging which will withstand transport
- How to improve the customer experience by going above and beyond what is being asked
- How to portray it as a premium bacon brand
- How the customer will open, close and handle the product
- How to innovate the use of shape, graphics and format
- How the packaging could be introduced across a range of products
Concept/Proposition:
I am going to look at how to make resealable packaging to keep the meat fresh for longer, and try and fold it or create the seal in a way that only uses one piece of material rather than a zip to keep costs down.
I also want to look at different materials that are not only sustainable and/or recyclable, but are suitable for food packaging as hygiene and safety are an important part of meat packaging.
I wanted to look at material that was thick/strong enough to possibly be used as a chopping board for the bacon, and to keep the meat in the same shape during transportation and handling.
For the language and graphics of it, I want it to stand out quickly and be appealing to customers as they are food shopping as they are scanning the aisles. I also want it be lighthearted and straight to the point so that it is approachable and customers know the product that they are getting.
Background:
Danepak is the UK's Number 1 bacon brand, and are looking to revolutionise the current format of bacon packaging. They have been supplying bacon, ham and pork products for over forty years, and have a very loyal customer base.
Target Audience:
The target audience is people who go food shopping, whether online or in store. These are people who live on their own or have a family, and are responsible for getting the food for the household. These can range between parents, grandparents, couples and people who live on their own. It is for people who care about the quality of the food and where it comes from as it is a premium brand, and you need to look at how the packaging will impact on the environment. It is for people who cook fresh food and have time to cook good food, as it is quality meat and sold fresh, not frozen.
Tone of Voice:
The tone of voice will be informative, straightforward and lighthearted. It will need to be straight to the point because people often want to get the food shopping out of the way with, and will want to know what it is straight away.
Mandatory Requirements:
- Consider shelf impact and the format of it in a retail environment
- Think about how to keep the meat fresh for longer
- To show a good understanding of the Danepak brand and how to carry this through into the packaging
- Use the Danepak logo
Deliverables:
- 3 Developmental A3 boards showing the idea from the concept to the product
- Create a mock up of the packaging that will withstand transport and handling
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