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Product Design and Packaging

It's more than evident that graphic design is everywhere: on the cover of the book you've already started three times (and you might never finish); on the poster of your favourite movie hanging in your flat; in the hundreds of thousands of brands that surround us; on the sticker they give you when you donate to charity; or on the menu of the restaurant where the food is great but the décor is terrible.

What you might not realise is that the place with the highest concentration per square centimetre of packaging is the supermarket.
Product design and Packaging - Vasava
The supermarket is the place where design abounds. Vasava doesn't only live off supermarket packaging, but we are aware of the challenge that these stores pose visually and graphically when we try to create differentiation, identity and personality on never-ending shelves full of colours, letters, shapes, boxes, packets, jars, bottles, bags, labels, and so on. If we succeed with this challenge, we're ready to take on everything in our stride. Amen.

More than containers.

The link between human intelligence and physical reality is set through the perceptive multisensory faculty of human beings. All the things we see, hear, smell, taste and touch outline our experiences, thoughts and learnings; they're the stimuli from which our own intelligence is constructed and the way in which we perceive the world around us.

In the retail environment, with so much saturation of sensory stimuli, the design and the creation of the visual identity of products and their packaging are advertising mediums that play a vital strategic role for brands. But why's that? Because of how these elements can convey a product type and brand identity at a truly decisive moment: the moment of purchase.
Indeed, in its strictest definition, packaging is the science, the art and the technology of containing or protecting products for their distribution, storage, sale, and use. Great packaging design needs to present the contents in a clear and quantifiable way, while protecting them in such a way that they remain in optimal conditions for the consumer until the time of consumption. What's more, it must be designed and produced to make transport, storage and display as easy as possible. The truth and nothing but the truth. But don't go yet, there's still more to come.

Today's demands and consumer behaviour – new product formats, usability of packaging or environmental impact, among others – have contributed greatly to the decisive role of advertising in packaging.

Packaging has become much more than something to contain, preserve and transport certain products, as it's the visual expression of a message. From this point of view, packaging is an authentic and valuable marketing tool in a consumer market where the characteristics, quality and price of products can be very similar.
Packaging is the visual expression of a message.
We use packaging to communicate and create brand identity, especially in highly competitive markets where we need to connect emotionally with the potential user/consumer. That's why we can't lose sight of the fact that the design of our products and their packaging is the final link with our customers and, if we're going to place the responsibility for the end sale on them, we have to provide them with information, persuasion and the maximum unique personality as possible. Packaging is the visual expression of a message.
Product design and Packaging - Vasava
In a nutshell, let science speak. Some marketing studies claim that the time a consumer invests in the purchase decision is twenty seconds to look at the shelf and eight seconds to decide which of all the products on show they will finally opt for (depending on how demanding or how doubtful the customer might be). Emotional marketing highlights that consumers' decisions are often made by subconscious feelings conveyed by the packaging, rather than the actual quality of the product (something difficult to decide between all the options and brands of the same type of product available). Packaging that transmits the values of the consumer is the key to creating an effective design that appeals to them and meets their expectations, thereby guaranteeing a pleasant shopping experience and fulfilling the company's desire to sell its product.
Decisions are often made by subconscious feelings conveyed by the packaging.
Product design and Packaging - Vasava
Our vision is global.

We're specialists in studying each project from end to end:

  • We analyse the market and detect trends. We then look for ways to generate relevance for the target audience through functional, aesthetic and added-value tools.
  • Fully aware of the advertising power of packaging as described above, we don't approach these projects in an independent and isolated way, but we work with all the other elements within the customer's branding strategy, because we have the chance to underpin them even more.
Selling a Japanese perfume isn't the same as selling a French champagne or a Mexican soya smoothie. The products don't resemble each other in the slightest and neither do the brand messages.
Product design and Packaging - Vasava
Japanese perfume. French champagne. Mexican smoothie.

But we've seen in these three cases, and many more, that our experience endorses us when it comes to packs, packaging, products and labels.

Although we tend to work more with the food, beverages and perfume industries, we have in-depth knowledge of the market and the experience required to work out the specific codes for each segment and how to deal with demand and cover the detected market niches. The knowledge, experience and versatility that they all entail. In this case, though, we couldn't overlook something that is truly ours: we firmly believe that the success of packaging design, beyond the blessed eight seconds, lies in its creation covering the minutest detail of the entire process.
Product design and Packaging - Vasava

Product Development

It's difficult to develop successful products. It's a challenging process involving several variables.
One of the trickiest aspects is to recognise, understand and manage balances, especially in terms of production costs, in such a way that the success of the product can be maximised.

Being dynamic is a must. Technologies are getting better, customer preferences are evolving, competitors are introducing new products and the macroeconomic environment is changing. Decision-making in an ever-changing environment is a risky task.

Details. Again. The development of a product, however modest its complexity, may require a thousand tiny decisions that we must take and optimise.

All these aspects are easily manageable if we have unlimited time. But, of course, that's never the case and decisions in product development are usually taken quickly under the pressure of little time and often without having all the necessary information.
Product design and Packaging - Vasava
Creating, producing and marketing a new product, no matter how simple it may be, calls for investment. The end product has to be as attractive for the customer as affordable in terms of production costs to allow a return on investment as quickly as possible.

In this entire process it's vital to identify whether or not we have a starting point: what need do we satisfy with this product? How do we guarantee that the customer believes that this product is the ideal one to satisfy it?

If the first question has an answer, then we're doing well. To answer the second one, we need to introduce two new variables: out-and-out creativity and a multifaceted team featuring people with different training, experiences, perspectives, personalities and energies.

The customer, in each case, decides at what time of this process we join in as an ally. But we like to rock up from the very start.

We believe it's paramount to select the concepts that define the product identity and then draw up a coherent brand strategy. That's where naming, design architecture, graphic style, and packaging all come in.
Product design and Packaging - Vasava
This means that our work here doesn't start with a product that's already finished and ready to be launched on the market, but that we're involved from the moment that the product is a conceptual thought: from the research process, product definition, creation of narratives, naming and identity creation right up to the final stages of marketing, communications and the product launch campaign.

We also define the strategies to take a closer look at the entire line of products or services with which a brand wants to satisfy a market demand or convert certain consumers into customers. As a result, we create/expand the brand's product portfolio by proposing the most suitable targeting, breadth, depth, reach and consistency.

Limited Editions

The creation of a limited edition can be triggered by various reasons.

Sometimes, our 'love' relationship with a product dwindles or becomes routine. A limited edition sets out to relight the passion. These creations aim to make the consumer feel exclusive and underline their connection with the brand personality when they buy the product.

At other times, a brand wants to be dynamic and set trends. This effect can be achieved by opposition or by 'going a few steps further' along the well-trodden path. In this case, a limited edition is an example of what a brand is capable of doing, an injection of energy and vitality and, above all, a way to educate the consumer about future products.
Product design and Packaging - Vasava
We're not stuck in a rut. That's what some brands want to express with their limited editions. The impact of a cutting-edge graphic or a brand activation idea is so far-reaching that you don't have to change everything. A small dose may be enough, and if the strategic side has been well prepared, its reach can have a significant impact on the renewal of a brand's image.

Last but not least, limited editions, shielded in their short exposure time, may allow brands to risk a little bit more and measure the tolerance of consumer attitudes. A limited edition can help us discover consumer trends, preferences and wishes and get clues about the success of subsequent launches.

Whatever the motivation behind you creating a limited edition, you can trust us with it. From advice on trends to tangibilising the resulting strategy on platforms or with endorsers, we skilfully deliver in terms of exclusivity, premiumness and prominence, as our work for Hennessy and Moët & Chandon shows.

Responsible Design

The packaging that pollutes the least is packaging that isn't thrown in the bin. Bio, eco... we're very familiar with these terms but they're attributed more to the content than to the container. We're concerned about the environment and we want our work to be responsible and our design to be sustainable. That's why in our product and packaging design projects we champion recyclable and biodegradable materials that incorporate positive technological innovations in environmental terms (materials that change colour when the food inside is no longer edible, for example).

We want our work to leave a footprint in all aspects, except the ecological one. We don't want to leave an ecological footprint.

Control of all technical considerations.

All packaging design projects are strongly conditioned by a series of technical aspects that we have to take into account during the entire process. The type of product that we're going to contain (composition, size, shape, weight, density, resistance, fragility, distribution risks, resistance to light, temperature-related requirements, etc.) determines the final packaging and poses technical challenges throughout the whole process that we know how to solve without the creative element or the brand message dwindling or being diminished.
Product design and Packaging - Vasava