PACKAGING REDESIGN FOR AN INTERNATIONAL MARKET
During my study abroad experience in London, a course centered around global product design and packaging, we explored how international markets approach branding, packaging, and design, gaining hands-on exposure to the global standards and practices shaping the industry. We were tasked with taking US products and visiting grocery stores in London to see how packaging influences consumer behavior on a global scale and the differences in US and UK products. We then applied our learning to redesigning our chosen US product to fit into the UK market. This experience enhanced my creative approach to design and solidified my passion for innovative brand communication across cultures. I wanted to maintain the brand feel and make sure it was still recognizable, while ensuring it would fit on a UK shelf. I had to create a layout for the production of the package and create a final mockup. At the end of our 3 weeks, we presented our products to the CEO of PI Global, Chris Griffin, where we received valuable feedback.
I ultimately chose Tate’s Bake Shop as my brand for the redesign project based on its unique alignment with the UK market's preferences and values. Tate's stands out as a premium cookie brand with a distinct handmade feel, which resonates with the UK's growing demand for artisanal, high-quality products. The brand’s emphasis on simplicity and quality ingredients pairs seamlessly with the expectations of UK consumers, who value authenticity and craftsmanship in their food choices. The target consumer base for Tate's in the UK was another significant factor in my decision. British shoppers often gravitate toward indulgent yet sophisticated snacks, making Tate's thin, buttery cookies a perfect fit for the premium biscuit segment. I felt I could better tailor the brand and packaging to this market by elevating the feel of the brand, while maintaining the artisanal aspect.
In preparation for our time in London, we had selected 6 products from different brands and deconstructed the brand itself, as well as the packaging to better understand how we would proceed with our redesigns after immersing ourselves in the UK market.
Throughout my redesign, I aimed to balance the brands’s established identity with the preferences of UK consumers, ensuring a seamless and impactful introduction to the market. This project allowed me to explore how cultural nuances influence design, consumer behavior, and branding on a global scale, further solidifying my passion for creating impactful, cross-cultural brand communication.
