project 2

Rationale
brife I
Next generation milk packaging

The target market I choose for this project is young people who enjoy the modern, simple and efficient life style. So I chose to do the brief which is to design next generation milk packing. And the packing improves the emotional connection between the product and its user.
The shape of milk bottles in Australian market is almost the same between each brand. So I decided to design a milk bottle which is different from those. To sell more, so it needs to look different from the others to attract the attention of the customers.
Firstly I did the research into the milk consumers to find out what they need and want. As my target market is young people, they always are curious about some innovative things. So to design a milk bottle with a unique shape to give the customers a new experience, also aim to give users a pleasurable experience to reach a higher level of life quality.
To design a milk packaging, we need to think about WHY THIS WOULD APPEAL TO THE MODERN CONSUMER. The milk bottle is designed with many triangles, makes the graphic more 3D, it’s attract the attention of the customer.also people can feel the vividness and have fun when touching the edges.
When you grip the package, it will change its shape by following the curve of your hand; therefore it gives a comfortable feeling to hold. This is one of the ergonomic functions applied to this design. When the milk bottle is in the fridge, it also can change its shape to fit the space in the fridge, unlike the normal milk bottle which can only take certain place in the fridge. It reduces the space it takes in the fridge.
Recycle: the material of this milk packing is recyclable. After it’s finished, you just can press it to flat to reduce the size of the packaging. This makes the packing easier to be recycled.
The volume I chose for this milk packing is 1L. But also readily adapted to smaller or lager volume bottle.
For the final model, I use the white cardboard and print the graphic on it. I also use the XX to give a weight of this packing to makes it look more similar to the real one.
The graphic and the colour I use for this milk packaging gives a sense of nature and cleanness. This makes a strong contrast with the shape of it. The overall appearance of the product has a natural and stylish looking together to catch the attention of young adults.