SITUATION (Fictitious brief)
In order to commemorate its 135th anniversary, Raffles Hotel is collaborating with Leica to create a limited edition Leica Q2 camera. The camera will be packaged together with a curated photo book featuring images from the hotel's archives.
TASK
I am to design the packaging for this 135th anniversary box set. It important that the packaging design should consider: the use of the product, who it is intended for the sturdiness, and its visual applications. The package is essentially a courtship between the consumer and the product, and as such, it must: entice, promise, and deliver.
4 themes are given as show below to develop the packaging design for the commemorative set to be presented in a press kit set.
Themes: Tropical, Adventure, Journey, Memories
The theme chosen for the press kit set was Memories.
CONCEPTUALISATION & IDEATION
Round door/window shape cut-out | Cut-out is the framing to showcase the camera
(memories)
(memories)
Pull-out box with inner tray
Chosen Concept
To create a box, with a sleeve (cover) that has a cut-out/die-cut design of the Raffles Hotel’s
windows and pillars. It will also include an inner tray layer for the camera and its other
components (e.g. charger, cable).
The tagline will be: A Moment Like This. The idea behind this tagline is that users will be
able to capture moments like ‘this’ wherever they are and keep it as memories with the Leica
camera. The photobook would also show memories and moments captured.
windows and pillars. It will also include an inner tray layer for the camera and its other
components (e.g. charger, cable).
The tagline will be: A Moment Like This. The idea behind this tagline is that users will be
able to capture moments like ‘this’ wherever they are and keep it as memories with the Leica
camera. The photobook would also show memories and moments captured.
Rationale
With the long history that Raffles Hotel has, and also how Leica claims that its cameras are built-to-last while Raffles Hotel have stated on its website ‘Raffles has gone out of its way to give you the warmest welcome, the richest experiences and the fondest of memories.‘, I have decided to choose the theme ‘Memories’ where users can create new memories or keep them for the consumers of Raffles Hotel and Leica. Thus, in commemoration of Raffles Hotel’s 135th Anniversary, users or consumers are able to use the Leica Q2 to make their memories like how the hotel would create memories for its customers. The heat embossing with embossing powder was used in place of embossing done by a printer due to the costs of it. Although it does not have the cleanest finish to it, I think it gives off a vintage feel to it, and acts as a window of the Raffles Hotel graphic.
A serif typeface was used for the campaign name/tagline of this collaboration. It is also used to give the sophisticated and elegant feel the Raffles Hotel has.
To evoke the sense of nostalgia and memories, I chose the darker shade or red for the
photobook, the greeting card and the inner tray. Thus, this press kit is done to give off a nostalgic feel, where users are able to capture and retain memories and the box can act as a safe-keeping box.
