PACKAGING & MERCHANDISING DESIGN - FINAL
LECTURE
Overview
Take the brand and packaging identity you established in Project 2 and bring it to life in the retail world. Your goal is to design a cohesive "merch drop" collection consisting of FIVE (5) distinct items and pitch the concept to the class.
The 5 Required Items
Your collection must include the following:
One (1) POP (Point-of-Purchase) Display: A freestanding or countertop display designed to hold or showcase your product in a retail environment.
Four (4) Merchandise Items: Original branded goods (e.g., apparel, tote bags, tumblers, limited edition collectibles, stationery) that specifically appeal to your target audience.
Phase 1: Research & Concepts
Analyze your Project 2 brand values and packaging aesthetics.
Develop 5 concepts that feel like a natural extension of the brand.
Goal: Ensure the items are things your target audience would actually buy.
Phase 2: Design & Mock-ups
Design the graphics and structural elements for all 5 items.
Create high-quality digital mock-ups. These should be realistic renders that look like professional product photography.
Ensure strict visual consistency (color palette, typography) with your Project 2 packaging.
Phase 3: Strategy & Presentation
Promotional Strategy: Outline specific channels (Social Media, Influencers, Events) and tactics you will use to launch the merchandise.
The Pitch: Prepare a slide deck presentation to "sell" your ideas. You will present your designs and strategy in Week 14*.
INSTRUCTION
Phase 1: Research & Concepts
Fig 1.1 Research & Concepts PDF
Phase 2: Design & Mock-ups
1. Pop display
The POP display is designed to present the Taste of Eastern Promise takeaway sushi collection in a clear, organised, and premium retail environment. The display follows the same black, deep red, and gold colour palette as the packaging, ensuring a consistent brand identity throughout the shopping experience. Traditional oriental elements, including the folding fan logo and cloud motifs, are incorporated to reinforce the cultural identity of the brand.
The display features a four-tier structure. The top three shelves are used to display the individual sushi boxes, allowing customers to easily browse the different products. The bottom shelf is designed to showcase the larger carry boxes for the meal-for-two set, making them easy to access. This layout improves product visibility, creates a stronger shelf presence, and encourages customer interaction while maintaining a neat and premium presentation.
2.Cushion
The cushion extends the Taste of Eastern Promise brand beyond food packaging into a lifestyle product. It features the brand's signature folding fan logo together with the black, deep red, and gold colour palette, creating an elegant and sophisticated appearance that reflects oriental aesthetics.
The concept is to create a decorative yet functional home accessory that allows consumers to interact with the brand in their daily lives. Besides providing comfort, the cushion strengthens the emotional connection between consumers and the brand while increasing long-term brand recognition through everyday use.
3. Apron
The apron is designed as a practical merchandise item that reflects the connection between the brand and oriental dining culture. The overall design continues the visual identity of the packaging by incorporating the brand logo, traditional decorative elements, and the signature black, deep red, and gold colour palette.
The apron can be used by restaurant staff, during promotional events, or for home cooking. It provides protection while preparing food and strengthens the professional image of the brand. As a functional lifestyle product, it extends the Taste of Eastern Promise identity beyond the retail environment.
Fig 1.5 Apron
4. Paper Cup
The paper cup is designed to complement the takeaway sushi packaging and provide a complete takeaway dining experience. The cup features the same visual identity as the packaging, including the folding fan logo, oriental decorative motifs, and the brand's signature colour palette to ensure consistency across all branded products.
The concept is to create a practical takeaway item that can be used for both hot and cold beverages. Besides serving its functional purpose, the paper cup also increases brand exposure whenever customers carry it outside, making it an effective promotional item.
5. Paper Bag
The paper bag is designed to provide a convenient and premium carrying solution for the takeaway sushi packaging. It follows the same visual identity as the rest of the merchandise collection by using the folding fan logo, oriental decorative graphics, and the signature black, deep red, and gold colour palette.
The bag is large enough to hold both the individual sushi boxes and the meal-for-two carry box securely. Made from recyclable paper materials, it offers durability while supporting environmentally friendly packaging practices. It also extends the brand identity beyond the point of purchase and enhances the overall customer
Phase 3: Strategy & Presentation
1.posters
Poster 1 – Merchandise Collection Promotion
This poster presents the complete Taste of Eastern Promise merchandise collection, including the cushion, apron, paper cups, and paper bag. Each item extends the visual identity of the brand by applying the same logo, colour palette, and oriental-inspired graphics, creating a unified and recognisable merchandise system.
The merchandise is designed not only as promotional products but also as practical everyday items. The apron is suitable for home cooking, the paper cups are convenient for takeaway drinks, the paper bag can be reused for shopping or gifting, and the cushion adds a decorative element to the home. Together, these products strengthen brand recognition, increase customer engagement, and allow consumers to experience the brand beyond the food packaging.
Poster 2 – POP Display Promotion
This promotional poster highlights the Taste of Eastern Promise POP display in a realistic supermarket environment. The display is designed to attract customers by placing the products at eye level and presenting them in a clean, organised layout. The four-tier shelving system allows customers to easily browse different products, with the top three shelves displaying the sushi boxes and the bottom shelf showcasing the premium carry box.
The design follows the brand identity by using the signature black, burgundy, and gold colour palette together with the folding fan logo and oriental patterns. The supermarket background demonstrates how the display would appear in a real retail setting, helping customers quickly notice the brand and encouraging impulse purchases. Overall, the poster communicates the premium quality, practicality, and strong shelf presence of the display.
Poster 3 – Family Sharing Experience
The third promotional poster illustrates the lifestyle experience created by Taste of Eastern Promise, showing a family enjoying the takeaway sushi meal together in a warm and comfortable home environment. Instead of focusing only on the packaging, this poster highlights the emotional value of the brand by presenting the product as a shared dining experience that brings people together.
The concept reflects the brand's core message of transforming an ordinary takeaway meal into a meaningful oriental dining experience. The premium packaging, elegant presentation, and carefully designed meal-for-two concept encourage consumers to enjoy quality time with family and friends. By showing real people interacting with the product, the poster creates a stronger emotional connection with consumers while communicating warmth, togetherness, and the joy of sharing good food. This lifestyle-focused advertisement also helps consumers imagine how the product naturally fits into everyday dining occasions, making the brand feel more approachable, memorable, and meaningful.
2. Social media
Instagram Link：https://www.instagram.com/p/Da8qZvBE_yU/igsh=MXZxaHN4N2t6NmJmdQ==
Posts：
Social media mock up
The campaign is designed to create excitement around the new packaging while strengthening the overall brand image.
Expected Results：
- Higher brand awareness on Instagram.
- Increased engagement through comments, shares, and user-generated content.
- More customers attracted by the promotional campaign.
- Greater interest in the new packaging design.
- Increased product sales during the launch period.
The Taste of Eastern Promise pop-up display is designed to create an immersive brand experience that showcases both the new packaging and exclusive merchandise collection. Featuring a premium Oriental-inspired aesthetic, the display attracts customers' attention, strengthens brand identity, and encourages product exploration and purchase.
Pitch deck Presentation
Presentation recording
FINAL SUBMISSION
Phase 1: Research & Concepts
Fig 3.6 Research & Concepts
Phase 2: Pop display & Merchandises
Fig 3.7 Pop display & Merchandises, PDF
Phase 3: Pop-up event & Promotional strategy
Fig 3.8 Pop-up event & Promotional strategy, PDF
FEEDBACK
- General Feedback: The brand direction became clear, and the packaging structure and visual style were established. The overall brand identity started to take shape.
- Specific Feedback: This week, the packaging structure was completed, and the brand colour palette, logo, and key visual elements were finalised to create a consistent brand identity for the merchandise.
- General Feedback: The visual identity became more complete, with consistent branding across the packaging and merchandise. The overall design looked more refined.
- Specific Feedback: This week, the merchandise designs were completed, product mockups were created, and the packaging details were further refined to improve the overall consistency and professionalism.
- General Feedback: The project was nearly complete. Promotional materials and presentation visuals were added to create a stronger and more complete brand experience.
- Specific Feedback: This week, the promotional posters, lifestyle mockups, and final presentation materials were completed, while the layout was refined to create a more complete and attractive brand presentation.
Experience
During Weeks 11 to 13, I focused on refining the packaging design and completing the supporting merchandise. Besides improving the packaging artwork, I created additional mockups, promotional posters, and presentation materials to strengthen the overall branding system. This stage required careful attention to detail because every visual element needed to remain consistent with the brand identity. Through this process, I became more confident in applying branding principles across different applications while ensuring the final outcome looked professional and cohesive.
Observations
One important observation throughout this stage was that a successful brand is not only about designing attractive packaging. Every supporting item, including the display stand, paper bag, apron, cushion, paper cup, and promotional materials, plays an important role in building a complete customer experience. I also realised that realistic mockups and lifestyle visuals make it much easier for audiences to understand how the products would be used in real situations and increase the perceived value of the brand.
Findings
From this project, I learned that consistency is one of the most important aspects of branding. Using the same colour palette, logo, typography, and visual language across all packaging, merchandise, and promotional materials creates a stronger and more memorable brand identity. I also found that documenting every stage of the design process, from research and sketches to final mockups, is equally important because it clearly demonstrates the development and rationale behind the final design decisions.
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