Award Winning Packaging Design By Orient Design Singapore

packaging design

There are two key aspects in packaging design: physical and aesthetic.

Orient Design specialises in design aesthetics for packaging, which gives your products the extra edge over competing brands.

A good packaging design is the key to increasing the perceived brand value of your product. It acts as the first tool of communication between consumers and the product. By improving the look and feel of your product packaging, we can shape consumer perceptions and influence their purchase decisions.

Unknown to many, packaging design is also an invaluable form of advertising. It acts as a subtle and unique advertising medium, where customers play a part in increasing brand exposure just by carrying your products. An attractive packaging is eye-catching and creates interest among potential customers.

If you are a small company, packaging design is most likely to be your only and most important form of advertising.

At Orient Design, we have worked with both local and multi-national corporations to strengthen their market positions through enhancing packaging design. Below are case studies of how we have helped our clients improve sales and achieve a strong corporate identity.

restaurant packaging design: yum Cha is an award-winning Dim Sum restaurant located in the heart of Chinatown in Singapore. Its original logo was dull and dated, so our task was to rejuvenate their corporate identity. Using the literal meaning of the term ‘yum cha’ (which means drinking tea), we incorporated visual elements of a teapot and oriental colours like maroon and chrome, to give the brand a traditional look and feel. For their takeaway boxes, we printed bamboo textures onto the background to represent Chinese steamers, which are synonymous with Dim Sum delicacies.

confectionary packaging design: tong heng Chinese confectionary is well-known for its tasty, traditional pastries. We designed its logo to resemble a Chinese seal, to allow for easy brand recognition. Tong Heng also uses confectionary boxes for festive and wedding occasions. We used deep gold and red shades for the boxes to portray a premium image for the brand. On the shop front, we modernised the interior by printing Chinese tales of traditional pastries on glass.

packaging identity design: new moon is the top canned food brand in Singapore. Its product specialties include abalone, soups and sauces. New Moon wanted a distinctive and contemporary look for its new range of food products. Our challenge was to modernise New Moon’s crescent-shaped logo that has long been a familiar, instantly-recognisable symbol to many.

infant care packaging design: pigeon is an established brand for mother and infant care products. We combined the elements of practical functionality with aesthetics, to achieve an adaptable and flexible design for Pigeon. The new and improved packaging is a see-through box with adjustable dividers. The design proved to be very cost-effective, as it significantly reduced inventory and printing costs for Pigeon.

skincare packaging design: bellewave is a prestigious brand for skincare and cosmetics. As a local brand aspiring to build an international reputation, our design had to reinforce BelleWave’s image of being technologically forward. To achieve this, we gave the products a sleek metallic finish, with comprehensive product descriptions. Clean and simple fonts were used for the typography to convey a sophisticated feel. Additionally, we proposed using different colours to differentiate the various product families under BelleWave, while maintaining a consistent design style.

automotive parts packaging design: autowérk is a supplier of automotive parts. Although its products are of good quality, they were underperforming in terms of sales. This was due to its weak packaging, which failed to instil consumer confidence. We added quality-assurance labels to help establish the credibility of Autowérk’s products. Additionally, we made their products more eye-catching by using a contrasting combination of green and black for the packaging.

chinese herbs packaging design: avalon american ginseng slice is a health and beauty brand which harnesses technological innovation in the manufacturing of its products. The Avalon American Ginseng Slice needed a modern look for its packaging, without sacrificing its origin as a form of Chinese medicine. We gave the box packaging a white outline with a square identity, to convey a clean and young image for the brand. A ginseng silhouette imprinted in the background gives consumers a better understanding of the product, without compromising on the packaging’s aesthetic form.

traditional chinese medicine packaging design: borschmed linzhi powder capsules is a leading provider of Traditional Chinese Medicine supplements. Their products can be consumed on-the-go, to meet the demands of today’s busy working professionals. To give the brand a premium positioning, we gave the packaging a gold band and subtly dusted gold paper, to bring out brand’s Chinese roots. The picture of the linzhi is deliberately made less obvious, to enhance the brand’s premium image.

peanuts packaging design: camel is one of the top-selling brands for nuts products under Seng Hua Hng, which prides itself in product innovation and quality. To rejuvenate the brand’s look, we introduced shades of orange to create depth to the packaging. The re-design of Camel’s packaging also factored in functional aspects, and this eventually led to a reduction of their inventory costs. We also widened the transparent portion and added an orange bar at the bottom of the packet, so the peanuts are better framed and look more appealing to consumers.

frozen food packaging design: chinatown brand rice cakes was a pioneer in introducing frozen technology for traditional Chinese snacks. The brand targets Asian young executives who lead a fast-paced lifestyle and favour fuss-free cooking. For the background, we used papercut images to depict an urban lifestyle, and convey a modern look, so the brand can directly connect with its target audience. We also added a clear photo of the rice cakes on the box, so consumers can easily differentiate between the various flavours.

sauce packaging design: chng kee sauces offers a wide range of pre-mixed sauces for consumers, and for supply to major airlines, international fast-food chains, hotels and restaurants. For their products in DFS outlets, our task was to create a novel packaging design which would appeal to tourists and stand out from competing brands on store shelves. We decided on a Peranakan building to represent Singapore’s diverse culture. For the other packaging (as shown on the left), we injected a water-coloured look to bring out the feel of the good old days in Singapore. Besides its aesthetic appeal, the packaging is also functional –folding into a piggy bank, so customers could keep it after consumption.

drink packaging design: doc cheng is a brand of ginseng tonic water which was in need of revitalisation. We freshened up the packaging by giving contours to the bottle, making it resemble the shape of a ginseng. The result: a cleaner and more modern look, so it has stronger appeal for younger consumers. To put in a subtle but unmistakable nostalgic touch, we added a bottle sleeve with images of people from a bygone era.

traditional chinese medicine packaging design: eu yan sang is an established and reputable healthcare brand with core focus on Traditional Chinese Medicine products and services. To reinforce its credible image ad international standing, we added a contrasting white bar at the top of the packaging. The box was designed to resemble a Chinese practitioner’s book of herbs. These two design features serve to create a modern look and feel for the brand, without compromising on the product’s Chinese oriental roots.

facial product packaging design: FIL is a reputed beauty and wellness brand which adopts a holistic approach in helping consumers achieve their grooming and healthcare needs. Its range of products includes face and body skincare, slimming, massage and spa. We gave Fil a clean, minimalist look, to enhance its image as an effective dermatological brand. The bottles had a metalizing effect to give the products a subtle, glowing sheen.

gudian packaging design As a giant retail chain in Singapore, Guardian is firmly positioned as a pharmacy with beauty and health brand. The key challenge was for their house-brand of products to compete with established brands. We kept to a clean, basic style for the packaging, using focused shots of the limbs to create a better visual impact. We took Guardian’s corporate navy blue and added shades to give the packaging a 3-dimensional look.

first choice wet tissues packaging design Part of giant retail group, Dairy Farm, First Choice launched a new line of wet tissues. In our design, we incorporated the use of stripes, so the product does not look overly female. Our aim was also for the product to look trendy and fashionable, so consumers could carry it around like an accessory, without the additional use of a pouch.

bird's nest packaging design: dragon brand is a member of the Kim Heng Group, Dragon Brand is the leading premium brand of bird’s nest in Singapore. Following requests from its customers, Dragon Brand decided to launch its new line of mini bird’s nest bottles packaged in the form of a gift box. We developed an adjustable internal nesting for the box, to give flexibility for packing combinations of normal and smaller-sized bottles. Rich gold was used as the dominant colour scheme, to make the gift box appropriate for any occasion – even during festivities like Christmas and the Lunar New Year.

tobacco packaging design: mayfair is the leading value brand for cigarettes in the United Kingdom, and is also largely popular in Cambodia. For our Client, we addressed the issue of metalizing printing through our packaging design, and created a sophisticated look for the gift pack with the use of deep mahogany shades. A 3-dimensional yellow-gold ribbon runs across the face of the box, adding a touch of class to complete the look. This design is applied throughout all Mayfair cigarette gift packs in Cambodia.

detergent packaging design: topload spin detergent powder is one the foremost brands in its category in Singapore. The original design for Topload was overly cluttered, and was in need of a revamp. We retained the brand’s original bold font but gave it a 3-dimensional look. Next, arrows from the old design were given brighter colours, and were contrasted by a spinning texture in the background to emphasise the product’s cleaning efficiency. Lastly, the box was treated with metalized foil packaging to cement its positioning as a technologically advanced brand.

soy sauce packaging design: tai hua Considered one of Asia’s top brands, Tai Hua Food consistently provides consumers with a wide selection of traditional sauces made from premium, natural ingredients. We polished the Tai Hua logo by making the English words more distinct, with a wide, bold font. This complements the original style of the Tai Hua Chinese characters. A red hue was added to the logo, to convey a warm, homey feeling suitable for food brands.

ready to cook sauce packaging design: prima From a modest flour miller, Prima has grown into a prominent player in the Singapore food and bakery industry. For their line of ready-to-cook sauces, we enhanced the oriental feel by incorporating visual elements like chopsticks and bamboo steamer prints. We also gave each of the flavours a distinct colour and enlarged the visual of the featured dish on the packaging, to create a focal point and a more captivating feel.

ointment packaging design: tiger balm A popular brand worldwide, Tiger Balm ointment and its product extensions are renowned for invigorating the body and soothing body aches effectively. For its neck and shoulder rub, we designed a retail pack which provided our Client with a structured solution for display and warehousing. Black was used as the main colour to give the product a modern and sophisticated look, while complementing the brand’s trademark orange shade.

frozen food packaging design: frampride is one of the main brands under Singapore Food Industries. It offers a wide range of convenience foods to meet the get-up-and-go demands of today’s households. They key challenge was using its dated brand name to create a modern appeal. We started by giving its packaging a Christmassy look and feel, using warm colours and rich themes to bring across a homey, country-like mood. Vivid visuals of food dominate the face of the box, for stronger product representation.

Why Packaging Design Matters

We are often told not to judge a book by its cover. But the fact is, most of us DO judge a book by its cover, and this is exactly why the packaging of products is so important. What is the look and feel of the packaging? What impressions does it convey to people? Why would people want to buy it, or even pick it up?

Yes, visual appearance does matter a great deal. In fact, the packaging is not just an important sales tool to attract customers’ attention, it also carries the brand image. Packaging design is the ultimate touch point for consumer product brands. The packaging designer is also an image maker who can give your brand performance a much desired boost.

A company that sells its brand is primed for success. It has been quite a while since people stopped selling shoes as shoes, beer as beer, or food as food. In this age where consumerism thrives, companies need to sell their brands to stand out from a clutter of similar products being pushed in front of them every day.

Another aspect that is often overlooked in the marketing mix is public relations. Using public relations effectively can enhance your marketing efforts to create the unique brand identity you desire.

This workshop conducted by experienced designers and branding experts will teach you practical applications and considerations for product packaging design, as well as how a good branding strategy can help your product stay on top.

"His profession approach to the whole exercise left and indelible impression on me. He changed the way we thought about not just packaging, but te whole design business in general."

Mr Allan Tan (PBM)
Chairman
Singapore Food Manufacturers' Association

"I find Jackie's presentation to be engaging with many case studies to illustrate his points. His enthusiasm in packaging design definitely shows through the presentation"

Ms Loong Mann Na
Centre Director
Food Innovation & Resource Centre

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tel +65 6278 0910

info@orientdesign.com.sg