The aim of this research was to design a packaging system for a child skincare brand. Throughout the process, we tried to answer the following research questions: how to create a brand and determine its elements for the final intent of displaying them on a packaged product, how do we use and position the brand's elements onto the packaging in order to elicit a particular consumer response and how do we create a coherent design system applicable to multiple different products. We conceptualized and designed a brand identity for a child skincare brand based on both the target audience and market analysis we performed whilst using literature on the topic of holistic design as a guidebook. These practical guides helped us to determine design elements for the response we intended to elicit from potential consumers. We created three referential products to showcase our design system: shampoo, baby oil and cream, and showcased our design system. We rendered images of the products using 3D models and tested the products’ ability to produce the desired consumer response. The test results from the target age group indicated that the predetermined responses were among the top three most frequently chosen in both response categories. This outcome has prompted potential future discussions on the conditions for applying this holistic design guidebook, as well as its functionality within the specific category of child skincare products.
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