Brief
The project brief was to create a prototype packaging mock-up for a series of novelty string lights by Searchlight Electrics, without using any existing branding. The only constraint was the box size, which had to fit the dimensions of a pre-existing net. All other design elements, such as color scheme, fonts, and window size, were open to interpretation. The product was intended for distribution in the US and would likely be placed near tills and self-service areas, towards the end of the consumer's shopping journey.
Packaging Concepts
Given the open brief, numerous possibilities existed for achieving the product's branding. The goal was to create a visually striking and energetic packaging design. Although the lights were described as novelty, the packaging aimed to enhance their desirability.
The first set of designs experimented with the shape of the window cut out and incorporated a ripple effect pattern. While bold and intriguing, these designs did not effectively convey the connection between the packaging and the product. The abstract patterns failed to communicate the idea of lighting and instead created a clinical, medicinal aesthetic that clashed with the product.
The second set of designs took a more basic approach, exploring a concept that could be further developed. The net design with multiple windows allowed for showcasing the product from various angles. However, this design had limited surface area to work with. The light blue iteration added a jagged ringed effect around the circular window cut out, making it too simplistic but with potential for further development.
The final conceptual designs explore the jagged line effect, transforming it into a free-flowing line that mimics the lights being hung around a room. This concept successfully balances themes of 'party' and 'glamour' through the use of colour scheme and fonts. Overall, I was pleased with this concept and was ready to turn the concept into a final design.
Final Design
An important aspect of the final design was its flexibility to accommodate different box sizes for various types of lights. After the concept phase, I received specific measurements from the client to adapt the design accordingly. The client requested a larger window display to showcase more of the product and images of it in use, with specified dimensions.
To maintain a light branding and avoid the harshness of pure black, I changed the font colour to a mid-tone brown, which complements the champagne-coloured backdrop. This colour choice works well and contributes to the overall bold and glamorous, yet party-inspired aesthetic. The packaging design is versatile and can be easily adapted to any shape net for other string light products in the line.
