Showcasing a valuable project experience and the challenges faced during the process. Highlights the importance of a strong package design and its impact on the product’s success.
Whenever I have a job interview or application to fill out, I’m always asked what I am most proud of. I have to say my favourite was CasaCorazon100. A complete brand for a young couple who wanted to start a business on-the-side. For this project I completed the following for clients:
• Company name (Casa Corazon 100%) – http://www.casacorazon100.com
• Company Tagline (100% LOVE)
• Developed Mission Statement & Value Statements as well as target audience research together with client
• Developed marketing collateral: Logo, Business Cards, Brochures , Packaging , Packaging Labels & Website Layout
My favourite part was the box design. This company mainly sold glass hearts and glass jewellery. These glass hearts were being shipped all over the world and had to arrive without breakage. The packaging had to be low cost but still look high end – the clients were on a tight budget. After a lot of research and initial design comps, I decided to move them towards a strong cardboard box with a 2-colour print for cost savings. It would look organic, be recycled and not feel cheap – NO PLASTIC.
Clients agreed after seeing initial samples so I moved forward with box design. First prototype created out of thick cardboard, placed a glass heart inside and threw it against walls, down the stairs, off buildings, stomped on it, tried to run it over in my car and many more devious ways of destruction. I really enjoyed the challenge. After each test, minor adjustments were made to the package design to prevent breakage until I had a box so strong, it was impossible to break the glass heart inside.
We did a first print run and shipped them all over Canada, the States & Europe with NO BREAKAGE. We also received great feedback on how special the package felt when they opened it. The unique branding on the outside, the thoughtful card describing the product sitting on top of the heart, and finally, the quality and beauty of the product displayed when opened.
Casa Corazon 100% only survived for 3 years. In the end, despite having a well branded product – they weren’t able to find a way to market the product successfully and gave up. Clients realized this was a full-time and not a part-time part of the business. Branding on its own will not make a business successful, there are many other components that drive sales and unless each component is dealt with – even good products with great branding cannot survive. Marketing experts at this point most likely would have helped this company continue to grow and develop to reach a more successful outcome.
Monique Designs 
Leave a comment