Young Designers 2009

Prachi Garg
Product Design | GDPD
Designing Sensorial Experiences: Packaging Design
Guide Shashank Mehta
Sponsonr GlaxoSmithKline Consumer Healthcare Ltd., Gurgaon
> Packaging design
> Sensorial design
> Brand identity
> Indian and UK markets
I worked on two projects which focus on the application of design processes in the domain of “Packaging design” to generate sensorial experiences. Both projects flowed as two independent tributaries originating from different sources, eventually merging together through analysis into a final design direction.

The first involved re-designing the primary packaging of a leading health food drink (Horlicks) under the company’s product portfolio in India. Generations have grown up with this brand since the 1930’s. My process included identifying and understanding the target group and forecasting futuristic trends and arriving at design directions. I undertook ethnographic studies to gain insights into packaging patterns existing in the market. I researched competitors, systems and identities of individual products in the market and conceptualized innovative approaches to improve current packaging formats.

The second included design for three different categories of dispensing in the sensitive toothpaste domain (Sensodyne) under the company’s UK product portfolio. The initial research phase had already been carried out. My role involved further refining and analyzing the data provided and deriving design concepts for all three categories.

Both projects included extensive research on both parallel packaging techniques and those used by competitors to understand production processes, aesthetics and functionality.

My project has allowed me to work both independently and in a team. The individual aspects helped hone my decision making skills. The team aspects allowed me to integrate a multidisciplinary approach thereby enhancing the quality of my design approach. I feel enriched through the global exposure I have acquired.
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