Project Context
Cadbury Festive Box
Capstone Project - Mondelez International
Time Frame - Senior Year, 2020 (15 Weeks)
Tools Used - Photoshop, Illustrator, XD, BlipAr Procreate, Pen & Paper, Miro
'Create a packaging for the Cadbury Gifting Range that has not been done by us in the India Market'
-Stakeholder
Creative, Simple, and Personalised.
Can we include technology?
How can we make the users interact with the packaging?
Could not be there this year for special occasions with your loved one's cause of the Covid-19 pandemic. Miss seeing them in front of you & hearing their voices?
We got that covered....
The Design Process
Research
& Analysis
Primary Research
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Delivering the best-possible end-to-end customer experience
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Premium and personalized packaging have been a key trend in the packaging industry this year, with the Covid-19 pandemic calling even more attention to its benefits..
Secondary Research
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In these times when we cannot meet our loved ones and be with them, how do we still manage to feel their presence?
Key Insights
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Engaging customers to live the unboxing experience.
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The joy that the sender gets creating the gift and adding personal touch is something consumers appreciate.
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Consumer behavior has shifted to online modes of shopping in comparison to physical visits to stores.
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Personalized packaging has been an important way in which a consumer can remind a gift recipient that they are in their thoughts; to close the physical divide.
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Concept Development
Based on the design brief, I began thinking of different concepts and worked on basic scribbles to reach the final design ideation that could be presented to the business
Iteration 1
Diwali Lantern Chocolate Box -
Playing with the positive and negative space the light passing through the cuts would reflect designs.
My initial exploration began with creating simple geometric forms where light can pass through and create an impression. Diwali is known as the festival of lights and what could represent it in a more accurate way than by using the element of Light to play with it.
Iteration 2
Scratch A Message -
Itching to stand out? Scratch-o printing that invites user interaction might be the answer.
The element of surprise always attracts people and makes them curious. This kind of surprise element will add a personal touch to the receiver of the parcel getting eager to read the secret message that awaits them.
Scratch out the foiled shape to reveal the secret
message your loved ones have for you.
Iteration 3
A Step Closer-
With the technological advancement and the year where the pandemic has taken over the world. Using augmented reality and stitching it with moving imagery and voices all in one small box would definitely aid in bridging the feeling of emptiness.
Exciting
Poses an interesting and a new innovation for the target audience.
Which idea is the most feasible, relevant, and exciting?
Feasible
Reasonably able to design and test a prototype over the course of a few weeks
Relevant
Relates back to the needs of our primary users and research
To narrow down, we voted based on the following identified selection criteria, resulting in our working initial concept.
What makes us
unique?
1. The Personal Touch: Don’t we all love gifts especially sent for us. We are going a bit ahead to make you feel close to your loved ones and make it interactive.
2. Easy To Customise: It’s all with a few simple clicks on our portal and uploading pictures and audio’s of your choice and there goes your custom-made box.
3. Pan India easy delivery: Cadbury Joy Deliveries comes with a multi-city shipping option that allows you to easily ship the gifts to multiple addresses without any hassle.
4. It’s all chocolate: The Cadbury Joy Deliveries portal lets you put together a memorable gift in just a few minutes. The tedious process of visiting vendors, supermarkets, convenience stores, and trade outlets to finalize orders, is eliminated.
5. Pocket-Friendly Options: While choosing a nice, personalized, and impressive gift it is essential, making sure that it is in line with the budget, the portal allows one to create gifts ranging from various price ranges and customized the chocolate quantity
Prototyping
To get the actual feel of how the users would interact with the box, I began to prototype basic 3d interaction elements which could be viewed and interacted in the AR mode via mobile phone. This also helped the stake holders get a better understanding of what the users would be interacting with.
AR Mode
ON
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User Flow
To better understand the processes and interactions happening between the users and the system, a flow chart was developed.
This chart also acknowledges the scope this project has reached and allowed me to capture any possible edge cases that needed to be considered.
Portal Wireframing
Exploration through wireframing to find the best way to visually display key data points that highlight the key information and ease the customization process.
Interface Design
Key Features
01.
User Friendly -
The Joy Delivery portal is an easy to navigate, customer friendly site for anyone and everyone.
02.
Easy Customization Options-
Go all out with personalization the gifts for your loved ones, upload your style and see preview of how your gifts turn out to be.
03.
Multiple Templates-
Choose from a hundred templates what catches your attention the most and send it to your loved ones
04.
Order Tracking
Sit at home and deliver anywhere in india and track your order with just a click on your phone.
Secondary User Insights for visuals
I interviewed people from different age groups and professions to get an overview of the kind of ideal gift and visuals that different people have in mind.
To my surprise, a lot of the people whom I spoke to wanted to go for ethnic India identity prints in comparison to the common belief that the current generation is drifting to modern visual looks.
This helped me narrow down on the look and feel of the visuals theme I wanted to create for the outer packaging box for the festival in india.
Packaging Design Visual
Concept 1 ( Dropped Idea)
The India Touch
This design is inspired by the Mandala style of art while designing
this particular box, I wanted to bring out the intricate
geometric forms to add an ethnic touch to the box. I used
the motifs in a repetitive manner to make the box feel delicate
keeping in mind the brand's visual color scheme.
Celebrations, joy, and happiness are what the day or Rakhi is and that is what I wanted this particular design to speak. Kept it bold, colorful, and playful keeping in mind the target audience that would be interacting with it.
Do we actually know our mythological roots? Do you remember the tales, that once upon a time were the base of communities functioning?
India is a land where we celebrate an end number of festivals around the year yet don’t know the story behind the celebrations.
Concept Note: The concept with aim to throw light and educate the current generation about the lost traditions and cultures by collaborating with the Indian artists who have beautifully depicted scenes from the Hindu epics.
India is a land where several people from different religions, cities, cultures, and beliefs amalgamate, some believe in the mythology whiles others do not. Although these celebrations rose from a mythical story it might not be acceptable by the entire target audience to see visual paintings by various artists on the box which depict and show the dainties.
While researching and studying several concepts I inferred a brand like Cadbury furthermore would not like to take such a chance which could at any given point become a controversial topic for the company. The controversy created by the campaign Ekatvam by the brand Tanishq in 2020 was one such case study that helped me come to the conclusion that projecting such topics might not be suitable for such a large target audience.
The bitter truth
Final Packaging Design Visual Concept
Target Audience
The ones with the sweet tooth
Key Demographics - 13 - 50 yrs
Female - 50% Male - 50%
Social Strata - Upper Middle Class onwards
Learnings & Reflections
I enjoyed working on this project and the entire process from the initial concept stage to pitching the ideas.
This project also helped me realize that it’s important to understand your users emotions and feelings so that one can design a solution that would improve their experience rather than just guessing their wants and needs.
This project allowed me to expose myself to various design fundamentals and start thinking at a broader business level, keeping in my factors like economic, feasibility, materiality, mass production and so on.
Business Model Canvas
Key Activites-
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Producing
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Marketing
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Shipping
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Promoting
Key Resources-
Staff
Technologies
Partners
Key Partners-
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AR hosting platform
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Packaging box manufactures
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Delivery Partners
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Design Agency
Value Proposition-
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Unique gifting idea
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Chocolates are always loved.
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AR 360 experience
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Easy customization
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Easy Delivery
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Innovation
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Currated
Customer Relationships-
Personalised
Connected
Intergrations
Channels
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Online Shop
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Social Media
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Online Website
Customer Segments-
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Teenagers
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Adults (Till the age of 45yrs)
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People away from family
Cost Structure-
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Production Cost ( Third Party vendor)
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Web hosting and technical cost
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Box pre-requirement cost
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Partners
Revenue Streams-
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Income from the selling of products.
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Events from Cadbury joy range
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Promotions and advertisments
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Salaries
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Marketing