Packaging and Merchandising Design | Exercises

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22.9.2025 - 20.10.2025 (Week 1 - Week 5)
Caitlin Ong Lynn Dee / 0343801 / Bachelor of Design (Hons) in Creative Media
Packaging and Merchandising Design
Exercises

INSTRUCTION



Exercise 1: Packaging Design Analysis

In this exercise, we are instructed by Mr. Shamsul to choose 4 products categorized into 4 different types: box, bottle, can, and tube. From there we have to analyze why those chosen products have poor packaging design and we have to ensure the product is readily available for purchase. The analysis are to include product analysis, market research, and competitor analysis

Analysis Structure

  1. Overview: Choose FOUR (4) products (box, bottle, can, and tube) in the market that you believe have poor packaging design. Ensure the product is readily available for purchase
  2. Product Analysis: Conduct a thorough analysis of the existing packaging design. Identify the specific shortcomings and challenges in the current packaging. Consider factors such as functionality, aesthetics, sustainability, target audience, and branding.
  3. Market Research: Investigate the target market for each product and assess how the current packaging aligns with the expectations and preferences of the target audience.
  4. Competitor Analysis: Research and analyze the packaging designs of competing products in the same category. Identify trends and best practices in packaging design within this product category


SkinOrigin Spot Solution Concentrate

Fig 1.1 SkinOrigin Spot Solution Concentrate (28/9/2025)


Fig 1.2 The Functionality of  SkinOrigin Bottle's Dropper (28/9/2025)

Product Analysis:
The design for the SkinOrigin spot solution bottle is lacking mainly in terms of functionality. The bulb is located on the dropper, from the way it functions it can only be pushed instead of being squeezed making it difficult to apply the content around the eyes. And the whole entire bottle is not fully covered which means the content can be exposed to a small amount of UV rays causing it to change drastically and create a different effect on the skin. Moreover the brand name is in a small font and it is located at an obscure location making it difficult to identify the brand. The brand name along with the text is opal behind a white background making it hard to read properly.

Market Research:
The target market for spot solutions is mainly for the aging population who are self conscious of their skin health and appearance. In order to ensure that the product is trustworthy the label must clearly indicate the ingredient, usage instructions, benefits, and warnings. By using a dropper bottle it allows the consumers to measure the appropriate amount for the application. Design wise since the product is designed to clear dark spots the aesthetic has to be modern, clean and minimalist in order to communicate with that idea.  

Competitor Analysis:


Fig 1.3 Atomy Acne Clear Spot Solution (28/9/2025)

Despite the fact SkinOrigin Spot Solution is able to communicate the purpose of the product clearly with its sleek and modern design, but by comparison to its competitor Atomy, it is lacking in practicality. For SkinOrigin’s dropper you have to press the bulb down in order to release the solution which can be difficult when applying it on to your finger, while Atomy’s dropper you only have to squeeze the bulb making it easier.  Although Atomy has the advantage in terms of packaging functionality,  both of the brands cater for different income demographics where SkinOrigin caters for the higher income group with the glass bottle packaging which conveys higher end products appearance and quality


MSM Gula Prai

Fig 2.1 MSM Gula Prai Cup Pack (28/9/2025)

Product Analysis:
As a premium sugar brand, Gula Prai individual sachet packaging definitely does not command its brand presents and pricing. The graphic is confusing or unclear with the portrayal of a half spoon. It takes time to figure out that it is the graphic of a spoon. The graphic is minimalistic without any real reference to sugar. The use of colour green in this packaging is not attractive or vibrant enough to attract attention. With higher pricing, consumers often expect a better visual packaging with the pricing they are expected to pay.

Market Research:
Gula Prai is a homegrown brand and is marketed as a premium sugar brand in Malaysia. The company, MSM has over 50 years of presence in Malaysia. The company basically offers different types of sugar such as coarse grain sugar, fine granulated sugar, soft brown sugar, caster sugar and icing sugar. Gula Prai caters for a large market segment such as households, restaurants and bakeries. In general, Gula Prai is marketed through a large distribution channels including hypermarkets such as Tesco and Giants, grocery stores be it high end like Jaya Grocers and Village Grocers, or lower end establishments like NSK. It is also accessible in local sundry shops. Overall, it has around 60% of the domestic market share.

Competitor Analysis:


Fig 2.2 CSR Gula Kasar (28/9/2025)

The main competitor for Gula Prai is Central Sugars Refinery or better known as CSR Sugar which is located in Shah Alam. Similar to Gula Prai, CSR sugar offers a wide range of products and is the main competitor for Gula Prai. From consumers’ standpoint, both Gula Prai and CSR Sugar are considered alternatives. Both pricing are very similar. Bothc shared common distribution channels and went after the same target market. Unlike Country farm Organics, a niche player in the market,  which operates in the organic and natural food products, both Gula Prai and  CSR commands the majority of the market in Malaysia.


Dairy Champ Evaporated Creamer


Fig 3.1 Dairy Champ Evaporated Creamer (28/9/2025)

Product Analysis:
Evaporated creamer has many usages especially in the Malaysian context and two of the most popular usage is in ais kacang and tea or coffee  drink . In this packaging,  Dairy Champ concentrates very much on the marketing for ais kacang and the colour combination of the graphic is also focused on this. However, in the bigger context, the usage for evaporated creamer has a larger audience and is not limited to only ais kacang. The graphic lacks the necessary marketing communication to cater for such a market.  Compared to its competitors, the evaporated creamer graphic usually caters for a wider audience focusing on both products i.e., ais kacang and coffee or tea.

Market Research:
Dairy Champ’s evaporated creamer is considered to be more affordable compared to other brands in the market. With their low price point, they are quite a popular choice for budget-conscious households, food stalls, and bulk buyers. Usually catering toward low-income families and seniors.  Similar to other brands in the market, their distribution channel mainly concentrates on hypermarket, supermarket, sundry shops and online selling. Although the higher end grocers e.g. Jaya Grocer do carry their products, however it is limited in volume.

Competitor Analysis:


Fig 3.2 F&N Evaporated Creamer (28/9/2025)

Fig 3.3 MariGold Evaporated Creamer (28/9/2025)

There are many players in the market and the more notable ones include F&N, MariGold and Ideal and some lesser known brands such as Alpine, Peak, Black and White, and Carnation. The market is quite saturated but in terms of popularity and market share, F&N and MariGold is considered to be the market leader although from the price point, F&N is the highest. The association of F&N products are perceived to be of better quality.


ALIA Niacinamide Brightening Spot Corrector


Fig 4.1 ALIA Niacinamide Brightening Spot Corrector (28/9/2025)

Product Analysis:
The aesthetics for ALIA Niacinamide brightening spot corrector falls short, as it uses metallic pink gradient color and can come across as gaudy. Failing to capture the purity and clarity of the product. In terms of the tube packaging functionality, the product an airless pump tube mechanism which can cause product contamination problems. It is required to apply the solution on the person’s finger first before placing it under the eye.

Market Research:
The target market for eye spot correctors ranges from older consumers aged 18 - 55+, working professionals, beauty enthusiasts and sensitive skin users. Those consumers mainly prefer the product to be lightweight for On-the-go, transparent with the Ingredient, and most importantly a formula that is hypoallergenic and fast-absorbing.

Competitor Analysis:


Fig 4.2 Innisfree Green Tea Hyaluronic Glow Eye & Face Ball (28/9/2025)

One of ALIA niacinamide brightening spot correctors' competitors, Innisfree Green Tea Hyaluronic Glow Eye & Face Ball has a built- in applicator which allows the consumer to directly apply the solution under the eye, preventing contamination. Even though the packaging is not eco friendly its packaging design manages to give the impression that the solution has eco-friendly aspects, by incorporating brutalist design and using earthy neutral colors such as green and white. This design will appeal to naturalist consumers.

Exercise 2: Designing Custom Boxes for Non-Boxed Items

Exercise 2 requires us to create a custom packaging for an item that does not come in a traditional box packaging. The size of the item has to be between (15cm to 20cm)

Item Selection
During week 3 class we are supposed to pick a non-boxed item for Mr. Shamsul’s approval. The item I selected is paint brushes, Mr. Shamsul approve the idea but he wanted me to add in acrylic paint in the packaging design

Justification
When I was shopping in the mall I stumbled across a Faber-Castell store that displayed their color pencils in a glass cabinet as if they were jewelry, in addition the color pencils are packaged in a wooden case to make it appear high quality. From there I was astonished that something so ordinary can be presented as a luxury item. This made me think if paint brushes are essential tools to create art just like color pencils then why is it not given the same treatment? Since I always saw paint brushes in plastic packaging.

Box Design
For inspiration, I look through several pictures on Pinterest and I sketch out 3 packaging designs that will fit both paint brushes and acrylic paints. After consulting with Mr. Shamsul on week 4, we decided to go with packaging design #2 and he advised me to take note of a few considerations on how the items will stick on to the packaging and how the close mechanism works.

Packaging Design Inspiration

Fig 5.1 Packaging Design #1 Inspiration (10/10/2025)

Fig 5.2 Packaging Design #2 Inspiration (10/10/2025)

Fig 5.3 Packaging Design #3 Inspiration (10/10/2025)

Packaging Design Sketches

Fig 5.4 Packaging Design Sketches (11/10/2025)


Box Structure
Creating the box structure is the most tricky part on creating the packaging because there a lot areas I need to take in consideration, plus I don’t know how to make a proper dieline for a custom packaging design. When I looked through Pacdora for ideas to create dieline templates, I finally found a dieline that looks exactly like my packaging design sketch.

As for the measurement of the packaging. I bought some brushes that matched the item requirement. From the longest to the shortest the 3 brushes are measured around 19cm to 17cm. And I also measured the area on how the acrylic paint is laid out.


Fig 6.1 Paint Brushes in Packaging (17/10/2025)

Fig 6.2 Paint Brushes Measurements (17/10/2025)

Fig 6.3 Acrylic Paint in Packaging (17/10/2025)

Fig 6.4 Acrylic Paint Measurements (17/10/2025)

Box Dieline and 3D Model

Fig 7.1 Packaging Dieline with Measurements (17/10/2025)

Fig 7.2 Packaging 3D model (17/10/2025)

Prototype

Prototype Process

Even though I finally have a dieline line template, one of the downsides of Pacdora is that I am unable to download the PDF file due to a paid wall so I have to construct the dieline manually. The material used for the packaging is cardboard.

Along the way, I encountered some hiccups due to the material I used for the prototype. The brown cardboard that my senior used is nowhere to be found, I searched through 4 possible shops. Where else the white cardboard (Fig 9.2) I used is hard and inflexible which breaks easily so I patch it up using masking tape.

Fig 8.1 Packaging Prototype Sample #1 from Seniors (18/10/2025)

Fig 8.2 Packaging Prototype Sample #2 from Seniors (18/10/2025)

Fig 8.3 Packaging Prototype Sample #3 from Seniors (18/10/2025)


Prototype Stage 1
Stage 1 is at it's raw stage where I need to prepare sufficient tools and materials to construct the prototype. The prototype will be made of card board.

Fig 9.1 Tools to make the Prototype (18/10/2025)

Fig 9.2 Prototype Stage 1 (18/10/2025)

Prototype Stage 2
Stage 2 is where I draw out the dieline on to the cardboard and cut out it's basic form.


Fig 9.3 Prototype Stage 2 (18/10/2025)

Prototype Stage 3
Stage 3 is where I fold the dieline to create the shape of the packaging


Fig 9.4 Prototype Stage 3: Isometric View (18/10/2025)

Fig 9.5 Prototype Stage 3: Side View (18/10/2025)

Fig 9.6 Prototype Stage 3: Front View (18/10/2025)


Final Packaging Prototype

Fig 10.1 Prototype Final Stage: Opened; Isometric View (18/10/2025)

Fig 10.2 Prototype Final Stage: Opened; Front View (18/10/2025)

Fig 10.3 Prototype Final Stage: Opened; Side View (18/10/2025)

Fig 10.4 Prototype Final Stage: Closed; Front View (18/10/2025)

Fig 10.5 Prototype Final Stage: Closed; Isometric View (18/10/2025)

FEEDBACK

Week 2
  • All good. The selection of items is well selected
Week 3
  • Mr. Shamsul approval paint brushes to be used as a based for custom boxes packaging
Week 4
  • Packaging design #1 is too easy, packaging design #3 is too complicated. Mr. Shamsul suggest to used packaging design #2 to create physical prototype
  • The acrylic paint section must have an exclusive flap design
  • For the main flap of the packaging, take in consideration closure mechanisms. The flaps must overlap with each other so the lock can go inside the hole.
  • Take in consideration on how the paint and brush will be slotted in the packaging

    REFLECTION

    Experience

    In Exercise 1, I struggled to identify the drawback on the packaging. I feel the drawbacks I have listed seem very opinionated. My opinion could be different from what the general crowd thinks. I too, find it difficult to analyze a product, I have never experienced nor used. In Exercise 2, I find the task of creating a custom packaging from scratch a very daunting experience because in the past when I created a model, it always ended up unstable. In addition, from a technical stand point I don't know how to create a proper dieline for a creative packaging design.


    Observation

    In Exercise 1, finding a product with an actual bad packaging design is the most difficult because I am afraid I am not able to cover all of the basic standards of packaging such as function and aesthetic. Then I soon realize I don't need to talk about every feature, it can be one of them. In Exercise 2, I realized that the cardboard I used is not flexible enough to create things with it and I was worried the cardboard might break any moment. Now I know I shouldn't panic and it can be easily solved using masking tape.


    Findings

    In Exercise 1, I found myself lost and frustrated to identify products with bad packaging designs on the internet. I soon realized packaging designs can be found in products at home or even at convenience stores near me. It makes it easier when I look for products in the field, to enable a more hands-on experience. In Exercise 2, I find it difficult to make the packaging both creative and at the same time doable to create and I keep thinking so hard I until I could think of anything when I look up for dieline templates on Pacdora I realized the packaging doesn't have to be too complicated to be creative.

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