I have been concentrating on 3 concepts areas for the mid life package, these are making reference to supplements, dieting and anti- ageing. All things which I have looked into before the previous presentation.  The idea is to draw customers to the shelf, then once I have their attention use the package and its contents to tell the story of how they can by happy without all this media-led mid-life hype.

Chewable vitamin C or an orange?

Fad diets or what makes you happy?

Botox in a bottle or natural beauty?

These are some sketchbook scans showing initial ideas of structure in combined with the concept.

ggggThese below are images of initial sketchbook concepts - One is based mainly on structure and the formation of the product for the syringe based product (bottom right image)

Focussing on the chocolate concept first, I looked at how I could mock up some faux chocolate tablets, to emulate the style of a supplement pack.

I also worked on the vacuum former to product a tablet blister pack however this hasn’t been 100% successful. Mainly because uni doesn’t sell thermoplastic/polyprop at the right thickness, therefore the plastic doesn’t mould as successfully around the tablets. Secondly, I had issues to begin with, with the tablets moving around with the vibrations of the machine, which I remedied with a simple bit of paper and some double sided tape.

I found this Gaviscon blister pack that is transparent therefore will show the tablets through which could be used. (however I would rather make my own.) I could mould the smaller tablets to fit inside from creating a vac form of the actual Gaviscon tablets:

Labelling wise, I have had difficulties printing onto something resembling foil.

These are foil, silver tissue and silver paper printed on a laser printer, none of which worked most effectively.

I also messed around on the laser cutter (whilst waiting for the shop to open); cutting out some type which could be used somewhere on the pack. I just used the initial concept names that I was thinking of.                                    

And these are more type experiments with the chocolate.

The idea with this concept below is that women will be attracted to the box through use of a syringe, which in turn will evoke a sense of shock when faced with the reality of what it is. Inside I hope to use the notion of ‘natural’ beauty to say that water is in fact effective for good skin care and that the harshness of medical instruments and chemical are not needed.

This next concept is a juxtaposition between diet pills and chocolate - the idea being that if chocolate makes you happy, then why not eat it as opposed to fad diets.

Finally, a very simple approach, similar to the blueberry example previously shown was to package an orange in a box to demonstrate how Vitamin C pills may well be chewable, but so of course is an orange.

I worried  that these concepts didn’t necessarily meet the brief of ‘changing perceptions of a happy mid life’ however I think with the right tone of voice and information, the point being made about these products will demonstrate that there’s more to mid life than the media present, thus turning into something more positive.

The products would ideally sit on a shelf like this - this one is for a new anti ageing p

roduct that promises to make you look ten years younger!