Environment and Packaging: Analysis of Design and Branding Strategies

This report provides a comprehensive analysis of environment and packaging, covering various aspects from design principles to brand strategies. It begins with an overview of packaging, its applications, and the importance of design. The report then delves into a case study of Kwik Kopy Canberra, examining its brand story, target market, and packaging choices. It further explores the history of cardboard as a packaging material for cereals and analyzes potential product lines inspired by the NGA collection. The report also investigates the evolution of milk packaging, the concept of sustainable packaging, and the impact of over-packaging. A major retail brand, Tea 2, is analyzed in terms of branding, packaging, and display. The report concludes with a discussion on the history of plastic packaging, providing a detailed understanding of the evolution and impact of packaging materials.

Running head: ENVIRONMENT AND PACKAGING
Environment and Packaging
Name of the Student
Name of the University
Author Note

1ENVIRONMENT AND PACKAGING
Week 1:
Part 1: Do some research on packaging design and give a brief overview of your
understanding of packaging and it’s applications.
The term packaging is referred to the science, art as well as technology of enclosing and
protecting products which are to be distributed, store, sold and used. Packaging is chiefly done
for two purposes. Firstly, packaging is done in order to prevent any kinds of breakage, weak, tear
of spilling of the product (Zalasiewicz et al., 2016). It can be described as a coordinated system
of preparing goods for transport, warehousing, logistics, sale and end use. Another purpose of
packaging and leveling products by the company is to inform the consumers about the product
type and benefits of the same. Therefore it can be understood that packaging helps the
management to enhance the awareness of the product in the chosen market. Not only that,
packaging also helps the business owners to attract the target consumers by mentioning unique
and attractive benefits of thw products on the upper surface of the packaging (Rodriguez et al.,
2014). The packaging design of the product is chiefly based on the product type. For instance,
liquid and semi liquid products are chiefly packaged unique sturdy cans or tubes in order to
prevent spilling. Packaging designs are made attractive in order to attract the consumers towards
the products. For instance, the packagings of beauty creams are made highly feminine since the
target consumers of the product are female consumers.
Part 2: Retail brand research: Research a local Canberra-based brand (a shop and or
market-startup) and answer the following questions:
1. What is the company’s “brand story” and how does is this communicated in the design
of the products and packaging?

2ENVIRONMENT AND PACKAGING
The local Canberra based brand that has been selected for this article is the Kwik Kopy
Canberra Company located at Kwik Kopy Canberra. The mentioned company is a highly popular
printing company. Kwik Kopy are the experts in corporate design and printing solutions (Walden
et al., 2015). The Kwik Kopy brand provides the consumers with everything from design advice
and branding assistance to stationery and poster printing, photocopying and catalogue collating.
2. Who is the target market of the company? How do you think they address this target
market (ie. use of colour, graphics, type of products)
The target market of the company is middle class as well as upper-middle class population
of age ranging from 18 years to 50 years. Being a printing company, the mentioned organization
has paid special attention to its packaging. Majority of the products are packaged in a red
cardboard box (Leelaphiwat et al., 2018). The surface of the box is made glossy in order to make
it water resistant. The logo of the company is printed over the same which looks highly classy
yet fun.
3. What type of packaging does the company use (branded carry bags, tissue paper,
branded boxes etc.)? What does the packaging say/make you feel about the brand?
The company uses branded boxes for packaging purposes. The boxes are sturdy enough to
hold heavy materials and are made water proof in order to prevent wetting of the products due to
rain or water spillage. While buying product from the mentioned store I felt that the packing
provided symbolizes the high quality of the garments. Moreover, I found the information
provided at the back highly helpful.

3ENVIRONMENT AND PACKAGING
Week 2:
Part 1: Research and provide an overview of your understanding of how cardboard as a
packaging material came about to be used to protect, contain and promote cereal
companies.
Several advantages can be pointed out when it comes to usage of cardboard as a
packaging material for cereals. Firstly, cardboards are sustainable, cheap as well as light weight
which makes it a convenient packaging material for both the manufactures as well as consumers.
Besides that, in order to enhance the sturdiness and durability of the packaging, the cereal
companies uses two to three layers of corrugated cardboard along with 5 or 7 fluted layers so that
maximum protection to the cereals can be provided.
Considering the fact plastic packaging is a burning issue in the current society, the serial
companies uses cardboards since they are recycle and decomposable. This in turn posses the
potential to reduce the strain on the environment and keep packaging costs low.
Part 2: After viewing the collection at NGA – discuss two to three key pieces that have
caught your eye and that you can potentially see develop into a product line. Do some
research on the collections and retail store?
Brand 1: Fearless Birds
The mentioned product is a notebook. The packaging design of this product has attracted
my attention. The front cover of the note book has the elegant contrast of black and white. On the
charcoal black base, a while bird in a flying gesture is printed. In order to attract the attention of
the consumers, each and every detail of the feather was drawn by the artist.

4ENVIRONMENT AND PACKAGING
Brand 2: French 12th Century cup
The French 12th century cup has attracted my attention due to its highly glamorous
design. The cup was given a royal look by the artist by incorporating stones at the sides of the
class as well as on its holder. The cup had a metal finish and was in the color of magenta. The
entire product is highly attractive and posses the potential to attract the attention of the
consumers.
week 3:
Part 1:Research how milk was packaged over time and write a brief overview showing
your understanding.
From time immemorial milk has been sold to the consumers of Australia in mainly two
forms, namely, liquid milk and powdered milk. In this blog we are going to discuss about the
packaging history of liquid milk. In early days, milk was packaged in glass bottles and was sold
to the consumers. As a packaging material, glass was chosen in order to ensure safety of the
products. The packaging of the milk changed from glass bottles to High Density poly Ethylene
(HDPE) container due to the development in its processing as well as marketing process.
Compared to glass, the HDPE containers are cheaper, are of lighter weight and softer. Not only
have that, unlike the glass containers, there prevailed no risk of breakage of the glass. Due to the
advancement in technology, currently milk is packaged in Cartons. The cartons are lightweight,
easily disposable and recyclable.
Week 4:

5ENVIRONMENT AND PACKAGING
Part 1: Do some research on sustainable packaging and give an overview of your
understanding of this area.
Packaging is considered to be a crucial part of a product as well as of an organization.
However it imposes highly negative impact on the environment. Due to the increasing
environmental degradation, a good number of consumers in developed countries like Australia
are currently supporting green organizations that are organizations that support degradable
packaging. As per my opinion, graphic design industry should understand the necessity of
sustainable design for long term benefit of their organization as well as the environment.
Week 5:
Part 1: Watch the video on sustainable packaging and give an overview of your
understanding of the content.
In this video packaging products have been compared to rubbish. The video pointed out
how over packaging is harming the population both directly as well as indirectly. Through this
video, Mark Constantine demonstrated how several manufacturers thoughtlessly incorporate
unnecessary packaging in their products. Considering the fact that plastic packaging is non-
recyclable and hence is harmful for the environment, management of product manufacturing
should stop unnecessary packaging of products. Besides that, unnecessary packaging also
enhances the overall price of the product to a great extent. Hence designers should consider
sustainability as an crucial factor.
Part 2: The whole concept: branding, packaging and display. Research a major retail
brand (examples of brands are Kikki K, Tea 2, Typo etc.) that sells products in a similar

6ENVIRONMENT AND PACKAGING
category to what you thinking to create for your final product. Discuss why this brand are
successful by answering the questions below:
How does the company integrate packaging, branding and display to give you an all round
idea of their brand?
When it comes to the Tea 2, the package of the product is basic yet colorful, bold and
attractive. In order to make the consumers quickly understand the flavors of the tea, Tea 2 uses
different colored tins for different flavors. The welcoming gesture of the rand highly enhances
the satisfaction of the consumers. They aimed to create a welcoming atmosphere, and all feature
various tables with flavored teas ready for pouring.
What does the brand “say” to the customer and why would someone pay more for this
brand than another brand selling a similar product?
The chief factor that has been used as techniques by the management of the company in
order to enhance the loyalty of the consumers is the quality of the product offered. The Tea 2
Company provides consumer with premium quality tea. Along with that, the excellent store
format of the company along with the good consumer service and vuisually attractive packaging
of the product can be considered as other reasons behind its consumer loyalty.
What materials have they used to achieve the overall “look” and feel of the interior and
what does this “say” about the company?
The mentioned company use handcrafted teabag in order to pack their products since the
soft cotton weave posses the potential to maintain the physical shape of the tea leaf along with
maintaining the taste.

7ENVIRONMENT AND PACKAGING
Week 6:
Part 1: Do some research on the history of plastic packaging. Give an overview of your
understanding of this topic.
The founder of plastic is Alexander Parkes and plastic was created in the year 1862. The
first plastic was named parkesine after the name of the founder and was made of alcohol,
camphor and cellulose. In the year 1870, the Hyatt brothers patented a mixture very similer to the
former one (Ramos, Lozano & Fernández-Alba, 2018). That mixture was heated, molded and
pressed in the form of plastic to create different types of products like denture plates. The
mentioned product was named celluloid. In the year 1900, cellophane was created in the 1900s.
This product is currently used for creating scotch bran cellulose tape which is considered to be a
highly useful material for packaging. Polythene was created by accident by Hans von Pechmann
in the year 1898 and till now it is one of the most common packaging resources due to its
durability.

8ENVIRONMENT AND PACKAGING
Reference List
Leelaphiwat, P., Auras, R. A., Burgess, G. J., Harte, J. B., & Chonhenchob, V. (2018).
Preliminary quantification of the permeability, solubility and diffusion coefficients of
major aroma compounds present in herbs through various plastic packaging
materials. Journal of the Science of Food and Agriculture, 98(4), 1545-1553.
Ramos, M. J. G., Lozano, A., & Fernández-Alba, A. R. (2019). High-resolution mass
spectrometry with data independent acquisition for the comprehensive non-targeted
analysis of migrating chemicals coming from multilayer plastic packaging materials used
for fruit purée and juice. Talanta, 191, 180-192.
Rodriguez, F., Cohen, C., Ober, C. K., & Archer, L. (2014). Principles of polymer systems. CRC
Press.
Walden, R., Lockhart, C., Lie, S., & Pandolfo, B. (2015). Imperfect Aesthetic: How the changing
use of plastic in objects has changed our perception of it. Provocative Plastics.
Zalasiewicz, J., Waters, C. N., do Sul, J. A. I., Corcoran, P. L., Barnosky, A. D., Cearreta, A., ...
& McNeill, J. R. (2016). The geological cycle of plastics and their use as a stratigraphic
indicator of the Anthropocene. Anthropocene, 13, 4-17.