Packaging & Merchandising Design | Exercise 1: Packaging Design Analysis
22/9/25 - 6/10/25 (Week 1 - Week 3)
Kimberly Miaw Jya Nee | 0366836
Bachelor of Design (Honours) in Creative Media | Taylor's University
Packaging & Merchandising Design
Exercise 1: Packaging Design Analysis
[Table of Contents]
1.
Instructions
2.
Exercise
3.
Feedback
4.
Reflection
5. Quick Links
[Instructions]
[Exercise]
For our first exercise, we were required to choose FOUR (4) products (box, bottle, can, and tube) in the market that
have poor packaging design. Then, we had to do conduct:
- Product Analysis (shortcomings & challenges, functionality, aesthetics, sustainability, target audience, branding)
- Market Research (target market, how the current packaging aligns with the expectations & preferences of the target audience.
- Competitor Analysis (research and analyze the packaging designs of competing products in the same category, identify trends and best practices in packaging design within this product/packaging category)
Process Work
1. Box
Fig. 1. HYGR Natural Deodorant Refill Outer Box Packaging
Product Name: HYGR Natural Deodorant Refill
Product Type: Natural Deodorant
HYGR Natural Deodorant Refill is an aluminium, alcohol, and paraben-free deodorant that helps neutralise odour and refreshes the skin. Designed for use with HYGR’s refillable case, it aims to provide an effective and sustainable alternative to conventional deodorants.
Product Analysis
Functionality: The deodorant refill comes in a sturdy paper tube, packaged in a printed cardboard box. The box protects the refill from moisture and dirt while staying lightweight and compact. It’s simple, functional, and serves its purpose well.
Aesthetics: The overall look feels minimal and clean, but slightly plain. The scent-based colour coordination is a nice touch and helps with easy differentiation between variants. However, the front design lacks visual storytelling. Adding small graphics or icons to represent the scent and highlight key benefits like its “natural formula” or “refill system” could make the packaging more engaging. The placement of product information feels slightly uneven, with some important details like benefits hidden at the side of the packaging.
Sustainability: Both the paper tube and printed cardboard box are biodegradable, which aligns with the brand’s eco-friendly positioning. The materials used are recyclable and designed to minimise plastic use. This reinforces the product’s sustainable intent.
Target Audience: The target audience includes both existing HYGR users who already own the refillable case and new customers seeking sustainable, skin-friendly deodorant options. They are likely environmentally conscious individuals who prefer clean, natural personal care products.
Branding: The logo is visible but not strongly emphasised. While the design reflects simplicity, it lacks a distinct brand character. Strengthening the visual identity through typography or unique graphic elements could make the brand more recognizable and appealing on shelves.
Market Research
HYGR targets eco-conscious consumers who prefer clean and natural personal care products. The brand promotes sustainability and simplicity through its refillable deodorant line.
Currently, the packaging aligns with these expectations in terms of material choice and simplicity, but it doesn’t fully communicate the sensory experience such as the scent or texture. In a market where natural and refillable products are growing, brands that combine sustainability with aesthetic storytelling tend to attract stronger emotional connections.
Competitor Analysis
Fig. 2. (Left) Dove Refillable Deodorant, (Right) UpCircle Deodorant
Refill
Dove Refillable Deodorant
Dove’s refillable deodorant introduces a premium approach using a sleek metallic case and compact cardboard refill sleeve. The design feels polished and sophisticated that clearly communicates modernity and quality. The outer sleeve includes strong visual hierarchy, clear labeling, and sustainability messaging, which enhances consumer trust. However, it carries a more corporate tone focusing on luxury and convenience rather than the natural, artisanal feel that smaller brands like HYGR promote.
UpCircle Deodorant
UpCircle’s packaging combines a minimal yet rustic look, featuring muted earthy tones and clear typography. The materials are recyclable and printed with visible eco-certifications, which reinforces brand transparency. Unlike HYGR, UpCircle includes small visual elements and storytelling elements about upcycled ingredients directly on the front. This makes the product both educational and engaging. Its design feels approachable and aligns well with its sustainable values. UpCircle's packaging provide a strong benchmark for HYGR to improve clarity and warmth in its packaging design.
2. Bottle
Fig. 3. Dr.FORHAIR Folligen Original Tonic Spray Bottle
Product Name: Dr.FORHAIR Folligen Original Tonic
Product Type: Hair Tonic
Dr.FORHAIR is a Korean hair care brand that focuses on scalp health and hair loss prevention. The Folligen Original Tonic helps strengthen hair roots and soothe the scalp with its concentrated formula.
Product Analysis
Functionality: The spray nozzle allows accurate application to the scalp and is convenient to use. However, when the product is almost finished, it can be difficult to get the last bit out.
Aesthetics: The overall design feels too text-heavy and clinical. It uses only red and black with no visual elements or icons, which makes it look plain. While the layout reflects a medical and professional tone, it lacks personality and visual balance.
Sustainability: The tonic comes in a plastic spray bottle and an outer paper box. The box is recyclable, but the overall packaging isn’t very eco-friendly. Reducing the use of secondary packaging or switching to recycled plastic would improve sustainability.
Target Audience: The product is meant for people of any gender or age who are experiencing hair thinning or scalp issues. However, this message isn’t clearly shown on the front of the packaging, as most information is buried in text.
Branding: The brand name and logo are clear, but they don’t stand out enough. The strong use of text makes the design look cluttered, reducing the overall brand presence. A cleaner design could make the packaging feel more premium and recognizable.
Market Research
The product targets adults who experience hair loss or scalp sensitivity and prefer clinically proven hair care. Its clean and medical-inspired look appeals to users who value effectiveness and trust in science-based brands. However, it may not attract younger or more casual consumers due to its plain and text-heavy appearance.
Competitor Analysis
Fig. 4. Naturals Hair & Scalp Tonic
Naturals by Watsons uses over 90% natural-origin ingredients and is 100% vegan. Its packaging design is clean and consistent but more approachable. Each variant is colour coordinated with simple graphics that help differentiate them easily. The natural theme is clear and easy to understand, which makes it feel friendly and accessible. The product is also priced lower than Dr.FORHAIR which appeals to a wider range of consumers.
3. Can
Product Name: Morando Professional Adult Dog Food
Product Type: Adult Dog Canned Food
Morando Professional Adult Dog Food is a wet canned meal made for adult dogs. It provides balanced nutrition with proteins, vitamins, and minerals to support daily energy and overall health. The recipe offers a healthy choices of protein that helps keep dogs strong and active.
Product Analysis
Functionality: The can is sturdy and effectively contains the wet food. It comes with a pull tab which is convenient for users to open without a can opener.
Aesthetics: The overall design is average. The typography could be improved for better clarity and appeal. Although the product variants are colour coded, the flavour label isn’t very noticeable, which may confuse buyers. Featuring the flavor image or name more prominently would make it easier for customers to identify each variant quickly. The text size is also quite small, not so legible.
Sustainability: The packaging is made of aluminium, which isn’t the most sustainable material. However, it can be recycled.
Target Audience: The target audience is adult dog owners who want to provide their pets with a balanced and healthy canned food option.
Branding: The Morando logo is clearly displayed in bold red, which stands out against the muted background tones. However, the overall visual hierarchy could be improved to make the design feel more professional and premium.
Market Research
Morando Professional is positioned as an affordable, nutritious option for adult dogs. Its current packaging design focuses on practicality but lacks visual appeal compared to other modern pet food brands. Today’s pet owners often look for packaging that feels clean, trustworthy, and reflective of quality ingredients. A more consistent design system—such as clearer flavour indicators, larger text, and improved imagery could enhance consumer confidence and make the product more visually competitive on shelves.
Competitor Analysis
Fig. 6. (Left) Jinx Adult Dog Food, (Right) Harringtons Adult Dog Food - Chicken with Vegetables
Jinx Adult Dog Food
Jinx uses a clean and minimal design that highlights its premium and natural image. The flavor and key ingredients are clearly shown on the front with bright yet balanced color accents. The typography is bold and easy to read. This gives the product a confident and trustworthy feel.
Harringtons Adult Dog Food – Chicken with Vegetables
Harringtons presents an earthy, natural tone that emphasises sustainability and wholesome nutrition. The visuals include fresh ingredients, and the green-based colour palette reflects its natural, eco-conscious branding.
Compared to these competitors, Morando’s packaging feels less refined and less visually distinct. Simplifying the layout, improving typography, and using imagery that highlights ingredients could help it stand out and better communicate its nutritional value.
4. Tube
Fig. 7. LION ZACT Whitening Toothpaste Tube
Product Name: LION ZACT Whitening Toothpaste
Product Type: Toothpaste
LION ZACT Whitening Toothpaste helps remove stubborn tea and coffee stains while restoring natural whiteness of the teeth. It freshens breath and prevents new discoloration with regular use. Made for people who often drink tea or coffee, it keeps teeth clean and bright every day.
Product Analysis
Functionality: The toothpaste functions normally and is easy to use. The tube cap is slightly flared, which allows it to stand upright and helps with storage. The structure is practical and works well for everyday use.
Aesthetics: The bright green colour makes the packaging eye-catching, but it feels a bit outdated and overly bold. The text and information are clear, but the visuals could be improved to look more polished and modern. A lighter or cleaner colour palette could help it feel more premium and appealing.
Sustainability: The tube appears to be made of aluminium-like material, which isn’t the most sustainable option. Switching to recyclable or bio-based materials would make the product more eco-friendly and align with current consumer preferences for sustainability.
Target Audience: The toothpaste is aimed at people who drink tea or coffee regularly and want to maintain white teeth. The whitening feature is clearly stated on the packaging, supported by imagery of coffee and tea cups. The short bullet-style descriptions make the main benefits easy to notice.
Branding: The LION logo and brand name are clear and readable, but they don’t stand out much against the bright green background. The red ZACT logo catches attention, but the overall branding feels slightly disconnected. A stronger colour contrast or simplified layout could help create a more cohesive brand look.
Market Research
LION ZACT targets adults who often drink tea or coffee and want a simple, effective whitening toothpaste. The packaging clearly shows this purpose with its focus on stain removal and freshness. However, compared to newer brands, the design feels quite dated and less refined. Modern toothpaste packaging often leans toward cleaner layouts, softer colors, and premium finishes that suggest quality and innovation. Refreshing the design could make LION ZACT more appealing to younger and trend-conscious consumers.
Competitor Analysis
Fig. 8. (Left) Colgate Optic White, (Right) Oral-B 3D White
Colgate Optic White Purple
Colgate Optic White uses a sleek combination of red and purple tones which gives it a bold but premium feel. The design is clean and minimal, that focuses on the whitening benefit with clear labeling and metallic accents that suggest innovation and confidence. It feels high-end and visually balanced.
Oral-B 3d White
Oral-B 3D White uses white and purple tones with subtle gradients that look fresh and professional. The layout feels clean and clinical, that emphasizes trust and advanced dental care. Its minimal design communicates effectiveness and appeals to a wide audience.
Both Colgate and Oral-B present modern and well-balanced designs that convey freshness and technology. Compared to them, LION ZACT’s packaging feels more traditional and less refined. Adopting a cleaner layout, updated typography, and a lighter colour palette could help it compete more effectively in the whitening toothpaste market.
[Feedback]
Week 1 (22/9/25)
General Feedback:
Module Briefing + Exercise 1 Briefing
Specific Feedback:
Bring 4 types of packaging (box, bottle, can, and tube) to class next week.
Week 2 (29/9/25)
General Feedback:
[Submission Week] Class cancelled this week. We were required to show our chosen packaging through our blog for approval by Mr. Shamsul.
Specific Feedback:
I began doing the analysis once all my packaging options are approved.
[Reflection]
Experience
It has been interesting to look into the details of different product packaging. Comparing each product with its competitors also gave insight into how design choices can affect perception and appeal.
Observation
A good balance of visuals and typography is key to creating packaging that feels both cohesive and eye-catching.
Findings
Packaging isn’t just about storing the product. It also plays a major role in promoting it. The design needs to be clear and engaging since customers only spend a few seconds browsing before moving on.
[Quick Links]
Thank You
All options are good. You can choose either one for box and can
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