Communicating Replenishment in Packaging through a Multisensory Design Approach

Abstract

Sponsored by the Consumer Science department in Groupe Danone France, this design project is aiming to use a Multisensory Design (MSD) approach in developing a new packaging for the ‘Replenishment’ platform in Danone water division. The main design goal is to create a particular drinking experience that could better communicate the most relevant effect of Replenishment to consumers. The project follows a special and logic approach: it starts from understanding the meaning of Replenishment that Optimism is selected as the appropriate experience to communicate Replenishment. The second phase is the sensory exploration to define the particular expression of Optimism. Through intuitively sensing the material world, the designer defines three sensory expressions based on the different physical work of the sensory stimuli. The expression ‘off the track’ is selected concerning the brand image, design goal and consumer’s expectation. The concept, a packaging for bottled water, is developed based on the knowledge from the 1st and 2nd phase that it communicates the expression ‘off the track’ under a specific interaction in all senses. The designed experience is stronger than the product developed under other design approaches that it stimulates the senses of vision, touch, sound and smell. For the users, the new concept can change the traditional drinking experience into fun and brings inspirations in the simple everyday life, and it encourages people to explore and be creative that help them to become open-minded and appealing to other people around. For the target brand, the new concept can help it to enhance the brand identity and to differentiate its brand from other competitors. For the company Groupe Danone, the new concept brings it fresh and interesting things that can support it in the future development.