Whiz Rebrand 

General context of packaging

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Packaging is a form of substrate which means that it is the (base material) that will include graphics in the sense of prints communication. The substrate provides protection for its contents. A vast variation of materials are used for packaging. However most commonly chosen materials are both lightweight and cheap due to the fact that companies want to minimise their distribution costs and these materials are often more practical. (cheaper postage, lighter product to handle in bulk, easier to open) When producing a packaging design it is important to consider what the product looks like not only individually but also when is it placed along side other items on a shelf (that are likely to be the same kind of product from a fellow competitor). Due to the dramatic impact packaging can have it is the job of the graphic designer to both insure the protection of the product but also how the product is presented. For example, in Supermarkets both brands and their packaging have to work hard to achieve sales due to the very competitive market, same goes for places such as Boots or Outdoors shops which would be the most common environment for the Whiz. This must be considered and stressed during the production and process of designing the packaging.

 

Background Information

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“The Whiz® Freedom is the world’s first antibacterial and hydrophobic female urine director. The director makes female life easier when nature calls and is ideal for leisure, travel and medical use.

It is massively inconvenient and unhygienic for any woman, old or young, highly active or partially/permanently mobility impaired, not to get to a toilet in time. And if you do then you don’t want to sit on an unsanitary public toilet. There are other times when one is not available or when you simplyneed to go. For these occasions when nature calls the Whiz® Freedom isboth highly hygienic and easy to use.” – this is information that should be reflected through the packaging.

This product does have some elements that set it apart within a crowded market and the packaging and overall image of the product is somewhat dated and has strong competitors such as SheWee, GoGirl, Uniwell and Pitch and Trek which have dominated the market due to their appeal to the younger generations such as festival goers.

 

Creative challenge

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To product packaging for the Whiz Freedom that makes it a must-have product that must also appeal to new customers, those who currently wouldn’t consider carrying one) however retain existing customers simultaneously. So basically aim to capture a very wide target market create something that is current but would appeal to all women (perhaps from ages 10-80). However the current packaging is dated so if I modernise it then I can create more appeal to the younger audience, therefore taking a more innovative approach to packaging the Whiz Freedom.