3 / 07 / 2025 — 25 / 07 / 2025 (Week 11 — Week 14)
Kim Seoyoon / 0357755
Project 03 / Brand Merchandising Project
MER 60104 / Packaging and Merchandising Design / Bachelor of Design (Hons) in Creative Media / Taylor's University
Project 03 / Brand Merchandising ProjectTABLE OF CONTENTS
INSTRUCTIONS
PROJECT 3
FEEDBACK
REFLECTION
INSTRUCTION
Module Information Booklet
PROJECT 03– Brand Merchandising Project
Timeframe: Week 011 – Week 14 (Deadline Week 14 )
In this project, students will be required to create FIVE (5) merchandise items, including a POP Display based on Project 2. The project aims to develop students' skills in creating and designing merchandise that reflects the brand and the packaging design.
Tasks:
Tasks:
Research and analysis: You are required to conduct research and analyze the brand and packaging design. This will help you understand the brand's values, target audience, and the packaging design's visual elements and aesthetics. You must develop five merchandise concepts that reflect the brand and packaging design. These concepts should be original and aligned with the brand's message and target audience.
Design and production:
Students must design and create a digital mock-up of the five merchandise items.
Promotional Strategy:
Develop a comprehensive promotional strategy to increase brand awareness and drive sales. Consider various channels and tactics to reach the target audience effectively. Tailor the promotional strategy to the specific goals of the project and target audience.
Assessment Criteria:
Creativity and originality: The merchandise items should be unique, creative, and original, reflecting the brand's message and values.
Visual design: The merchandise items should be aesthetically pleasing and visually aligned with the packaging design.
Brand messaging: The merchandise items should effectively communicate the brand's message and values.
Design and production:
Students must design and create a digital mock-up of the five merchandise items.
Promotional Strategy:
Develop a comprehensive promotional strategy to increase brand awareness and drive sales. Consider various channels and tactics to reach the target audience effectively. Tailor the promotional strategy to the specific goals of the project and target audience.
Assessment Criteria:
Creativity and originality: The merchandise items should be unique, creative, and original, reflecting the brand's message and values.
Visual design: The merchandise items should be aesthetically pleasing and visually aligned with the packaging design.
Brand messaging: The merchandise items should effectively communicate the brand's message and values.
PROJECT 3 – BRAND MERCHANDISING
Week 11– Merchandising Ideation
After completing the collaboration work in project 2, Mr Shamsul instructed us to come up with merchandising ideas for the ThermoBrew product.
Fig 1.1 Brainstorming merch ideas, Week 11
We brainstormed a few ideas into a mindmap and came up with a theme of "Night Owl" for our Workaholic target audience. As ThermoBrew had two target groups, including workaholics and adventurers, the Adventurer team took the "Early Bird" theme so both groups could match.
For our group, we finalized with 4 merchandising items:
1. Pouch Kit (Cleaning brush, Funnel, Foldable straw)
2. Multipurpose holder
3. ThermoBrew hipper
4. Microfibre cloth
For promotional display, we decided to go with a billboard ad, a poster, and a pop display.
Week 12 – Merchandising Mock-up
To get started with the mockup application for our chosen items, we separated our tasks into each item.
1. Pouch Kit
Inside the pouch kit, it contains a cleaning brush, funnel, and a foldable straw, to ease the daily use of the ThermoBrew bottle, especially for workaholics who are living in busy lifestyle. The purpose of this pouch kit is to be simple and compact so that it is easily carried everywhere at any time. The brush is to clean the bottle, and the funnel is to put the coffee powder into the ThermoBrew bottle.
Below are the mock-up applications by Carmen and I. Carmen took part in the pouch, and I created the mock-up for the brush and funnel.
2. Multipurpose Holder
The multipurpose holder is created for an office working environment, where it holds various types of tools that are used in offices, like stationery tools. Graciella designed it to be like our ThermoBrew mascot so that it matches with TB's brand identity.
Fig 2.3 Multipurpose Holder Mockup, Week 12
3. ThermoBrew Hipper
Following the rising market trend of collectable figurine merchandising, we also decided to create a hipper designed as our ThermoBrew mascot, to bring a little fun to the ThermoBrew bottle. Hippers are figures that can be attached to the tools we use in our daily lives, such as laptops, phones, cups, etc. Below shows an example of how a hipper is used.
Fig 2.4 Hipper Reference (Smiski hippers), Week 11
Rafa helped to create a mockup for ThermoBrew hipper:
Fig 2.5 ThermoBrew Hipper Mockup, Week 12
4. Microfibre Cloth
Microfibre cloth was selected as our last merchandising item to keep the ThermoBrew bottle clean.
Fig 2.6 Microfibre Mockup, Week 12
Week 12,13 – Consultation Week & Post-feedback Modification
On week 12, we showed our progress to Mr Shamsul. He said that the mockup application for promotional display should reflect the local environmental context, where we apply our designs to what our target audiences are more used to, such as local shopping mall or sites that are more Malaysia-like.
He also suggested we use a product comparison shot for the microfibre cloth so that it gives more sense that it functions as one. Following Mr Shamsul's feedback we made some changes to our mock-up applications:
1. Promotional Display Mock-ups
For one of our promotional display, we decided to use a subway station mockup to advertise ThermoBrew.
Fig 3.1 Progress on Photoshop, Week 13
Fig 3.2 Subway billboard mockup, Week 13
We also took picture for mockup application from Pyramid Shopping Mall so that overall outcome seems more familiar.
Fig 3.3 Mall Poster mockup, Week 13
And this is our pop-up mockup display:
Fig 3.4 Pop-up exhibition display, Week 13
2. Microfibre Cloth
For miicrofibre cloth, I got a towel mockup image and added Thermobrew's mascot and logo, as well as the colour onto the towel using Adobe Illustrator.
Fig 3.5 Progress on Illustrator, Week 13
Fig 3.6 Microfibre cloth mockup, Week 13
After finazling with the mock up designs, we compiled them into our presentation slides:
Fig 3.7 Compiling mockups on final presentation slides, Week 13
Week 14 – Final Presentation & Feedback
On Week 14, we had our final presentation where we pitched our packaging design for Project 2 and merchandising items for Project 3.
After presentation, Mr Shamsul adivsed us that we should create another promotional strategy for our display where we use social media platforms to advertise. So we created an Instagram Page mockup for the last promotional strategy.
Fig 4.1 Social Media Mockup (Instagram Post), Week 13
Final Submission
Fig 4.2 ThermoBrew Final Presentation, Week 14
FEEDBACK
Week 11: Make sure to have a distinc theme to the choice of merchandising items. Make it relevant to the product.
Week 12: Ensure all selected items have its own rationale. Use a mockup that resembles actual Malaysian environment rather than to use existing mockup files made overseas. Suggested to take photographs from surroundings.
Week 13: Make some changes to the microfibre cloth mockup so that it is more realistic and gives a sense that it is a microfibre cloth.
Week 14: Try to add more range of promotional strategy such as social media advertisement.
REFLECTION
Overall, this project was an enjoyable experience. Finishing this project allowed me and my group members to explore our creativity and think of the best merchandising that can complement the product from Project 2. I liked that this was also a chance for us to bring product marketing and design together as a whole. The feedback about thinking from the target audience (user)'s perspective was also important and crucial as it opend a new point of view when planning the promotional strategy. I hope to improve further on my skills in matching consumer preferences and user experiences when planning these merchandising and promoting.
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