Packaging design development

In order to quickly and effectively solve the tasks of updating or creating packaging, we have legibly divided the areas of responsibility in the team. This guide describes the internal process of packaging design and the distribution of roles at all stages, from briefing to production.

Roles in the team

The art director is responsible for overall comprehension of the task, organizing the process and the artistic part of the project, while the designer assembles the layout. If the layout contains text and technical information, the editor and QA specialist are involved in the project.

We plan to stick to a different algorithm in the future: delegate organizational tasks to a project manager. At the moment, the team's resources are limited, so the function of the project manager is performed by the art director.

Owner

Fills out a brief, forms the terms of reference: identifies problems to be solved; formulates business goals and objectives.
Gathers information about the packaging manufacturer.
Communicates with the contractor or partner, if we are doing a collaboration.

Supply Chain Manager

Provides technical requirements for production.
Helps to utilize a suitable solution.
Orders packaging for production.
Provides samples.

Art Director

Runs the artistic part of the project.
Gets themselves immersed in business problems and offers creative ideas that solve them.
Responsible for design development and realization: determines the goal, controls the artistic quality of the project.
Makes the final decision within the design team.
Responsible for presentation of results: gives reasons, presents, initiates, receives and processes feedback.
Communicates with internal and outsourced designers, teams up with the project manager and marketing manager. If necessary, involves the photo lab team, editors, retouching specialists.
Develops the identity and maintains its integrity.
Develops the design system, creates guidelines and templates for designers and contractors.

Designer

Creates the layout itself: looks for references, draws sketches, presents ideas for visuals; produces design, illustrations, layout and line art.
Conducts pre-printing preparation: assembles the layout, taking into account the constraints and requirements of production; selects colours and pantones so that they match each other.
Checks design before the print run: colours, logos, general appearance of elements and offset; checks samples against pantones in production (fit-up)

Editor

Writes marketing text for packaging.
Proofreads text before launching a print run.

QA specialist

Responsible for proofreading technical text. Makes sure that the text corresponds to the documents from the supplier.

Design development process

Packaging development consists of three key stages: briefing, designing and circulation approval. We have divided the whole process into several consecutive steps.

1. The project owner draws up the terms of reference

The project owner discusses the task with the supply manager and formulates the terms of reference on Wrike. When preparing the ToR, we rely on the instructions.

The more detailed the request is, the faster and more efficiently the design team will solve the task. There are two types of tasks: finalizing an existing design or creating a new one. The team can change the text on the packaging or add a new flavour to an already present layout in a couple of days. To come up with a new design requires more resources and information.

2. Set-up meeting

Creative team and the owner hold a meeting to discuss the project, set the deadline and outline the areas of responsibility. Art director and designer ask clarifying questions based on the brief, and collect additional information about the task. Here's what needs to be discussed.

Launch format. What we are doing: testing or final packaging.

Functional items. Where the packaging will be placed, how it will be used.

Text. Whether it is necessary to put down a product composition, suppliers’ logos, or other information on the packaging.

Design concept. What is important to show, and what is the owner’s idea of the final result.

3. Ideas elaboration

The designer works out the ideas: looks for references, chooses a design development path, prepares sketches. The number of sketches depends on the project itself and its complexity: 2-3 sketches are enough for macarons, but we always prepare more options for boxes. If there is some text on the layout, an editor is involved.

The designer discusses sketches with the art director, and they collaborate to choose the items to demonstrate to the project owner.

4. Presentation of visual developments

The designer and the art director present the sketches and ideas to the owner. The owner gives feedback and approves the item.

When the main visual idea is agreed, the designer evaluates the amount of work and sets a deadline together with the owner. The designer then proceeds to finalize the layout.

5. Design finalization

The designer finalizes the sketch, prepares the final layout. Adds comments from the owner, icons of certifications, QR code, technical information and a ruler, if needed.

6. Final presentation of the layout

The art director and designer show the resulting packaging layout to the owner. The owner checks the brief and production specifications; analyses whether the layout is in line with the brand positioning.

7. Preparing the layout for printing

Designer prepares layouts for printing: engages editor and QA specialist to proofread the text and check technical information; selects inks in pantones for production; prepares files for printing to meet production requirements.

We use a special board on Miro for proofreading.

8. Print run approval

Finished layouts are handed over by the designer to the owner and the owner passes them to the Supply Chain Manager. The Supply Chain team is responsible for communicating with production and coordinating the print run.

The designer acts as a consultant: they check the colours, logos, general appearance of elements and offsets; align samples with pantones in production (fit-up). The final decision on all issues at this stage is made by the marketing and supply chain managers.