Packaging is often an underutilized source of building a brand and brand awareness. Although its main purpose is the protection of its contents, it’s an excellent tool for informing and communicating something to the consumer. The purpose of this diploma thesis is researching and analyzing the industry of jewelry packaging and using the findings to create our own decorative and protective packaging. The thesis encompasses the formation and creation of this packaging, the main goal being to create additional value and brand recognition for the customer. Presented in the first, theoretical part, is packaging in general, with the emphasis on jewelry packaging. Following that is an analysis of the brand the packaging was created for, Timeless Style. This segment is intertwined with theory regarding the most important design elements of branding. The market analysis, as well as the analysis of competitive businesses and their packaging, constitutes the last segment of the theoretical part of the thesis. Packaging materials, the printer, the plotter cutter and the programs used, namely Engview Package & Display Designer and Adobe Illustrator, are all presented in the experimental part. The following chapters, results and discussion, describe the process of making the packaging. This encompasses the initial sketching, creating dielines, creating prototypes, digitalizing dielines, creating the design and the final product. The final product is a packaging consisting of two parts. The outer, protective packaging, is made out of corrugated cardboard with a grammage of 400 g/m². The inner, decorative packaging, with the promotional card included, is made out of coated cardboard with a grammage of 300 g/m². The unique shape and the design of the packaging fit well within the necessary functions required to transport, protect and adequately present the product.
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