MARKETING SWAG DESIGN PROCESS

Ephemera/SWAG Design Process

Marketing swag design process: Objects with a short life, or more simply put, stuff.  Pens, pencils, highlighters, mugs, commuter cups, steins, coasters, apothecary jars, sports bottles, portfolios, pad holders, CD cases, folders, pocket planners, letter openers, mouse pads, screen sweeps, notepads, memo cubes, 3M Post-its, magnets, rulers, balloons, tins, yo-yos Frisbees, playing cards, stress balls, beach balls, wooden nickels, hand flyers, lanyards, neck wallets, key chains tools, flashlights, x-stores, clocks, watches, globes, calculators, calendars, totes, luggage tags, sports duffels, golf balls, golf tees, Golf Shirts, Baseball caps, ties, Portfolios, pens, scarves, golf balls, memo cubes, mouse pads, customer store website, golf umbrellas, visors, lapel pins, t-shirts, golf shirts, denim shirts, sweatshirts, parkas, rain jackets, and throws, alarm clocks, albums, aprons, auto/travel stuff, awards, awnings, badge holders, badges and buttons, bag clips, bags, balls, bandannas, banks, banners/pennants, bar stuff, barbecue stuff, barometers/hygrometers, baskets, bathrobes, batteries, beauty aids, belt buckles, beverage holders, bibs, binoculars, blankets, bookends, bookmarks, books, bottle holders, bottles, bottle stoppers, bowls, boxer shorts, boxes, breath mints, briefcases, buckets, bulletin boards, bumper stickers, business card holders, calendar pads, cameras, camping equipment, candle holders, candles, candy, canisters, cans, caps/hats, carbines, carafes, cards, certificates, chairs, Christmas decorations, cigars, clipboards, clothing, coffeepots, coin holders, coins/medallions, coloring books, combs, compact discs, compasses, computer stuff, cookware, corkscrews, cosmetics coupon keepers, covers, crayons, crystal products, cushions, decals, decanters, decorations, desk stuff, dials, diaries/journals, dice, dishes, dispensers, doctored/druggist aids, dog tags, drink stirrer/sticks, drink ware, easels, electronic devices, emblems, embroidery, emergency first aid kits, envelopes, erasers, exercise/fitness, eyeglasses, eyeglasses 3D, fans, figurines, flags, flasks, flowers, flying saucers, flyswatters, foam novelties, food/beverages, frames, games, gauges, gavels, gift baskets, gift cards/wrap, glass specialties, gloves, glow products, goggles, greeting cards, handkerchiefs, hangers, hardware tools, headbands, headphones, headrests, holders, holograms, horseshoes, hotel amenities, ice buckets, ice packs, ice scrapers, ID holders, inflatable’s, invitations, jackets, jewelry, jewelry boxes, kaleidoscopes, kazoos, key cases, kitchen stuff, kites, labels, lamps/lanterns, lapel pins, lawn/garden stuff, leather specialties, list, license plate frames, lighters, light, lint removers, lip balm, lipsticks, liquid motion products, locks, lunch boxes/kits, magnifiers, map/atlases, markers, masks, matches, mats, measuring devices, medals, medical information products, megaphones, membership cards, memo pads, menus/menu cover, metal specialties, microphones, miniatures, money clips, money converters, musical specialties,  nameplates, napkin rings, noisemakers, office supplies, openers, organizers, ornaments, packaging, pajamas, pamphlets, paper specialties, paperweights, part favors, pedometers, pepper mills, pet stuff, phone calling cards, phones, phone stuff, photo cards, photo cubes, physical/therapeutic aids, picnic coolers, pictures/paintings, pillows, piñatas, points, pitchers, place mats, planners, plants, plaques, plates, pointers, poker chips, postcards, puppets, purses, puzzles/tricks, radio, recorders, recycled products, reflectors, religious goods, ribbons, rubber stamps, safety products, sandals, scarves, scissors, scoops/scrapers, scratch-off card, seals, folding seats, seeds, sewing stuff, shirts, shoes, shovels, signs and displays, slippers, snow globes, soap, socks, sponges, spoons, squeegees, stamp pads, stamps, staple removers, staplers, stones, stopwatches, stuffed animals, sun catchers, sun visors, sunglasses, sweaters, tablecloths, tags, tape measures, tattoos, teapots, telescopes, thermometers, tiaras/crowns, ties, tiles, timers, tissues, toolkits, toothbrushes, top/spinners, toys/novelties, tryst, trophies, umbrellas, uniforms, USB/flash drives, utensils, valuable paper holders, vests, vinyl plastic specialties, voice recorders, wallets, wands/scepters, watch fobs, water, weather instruments, whistles, wind socks, wine stuff, wristbands, writs rests, zipper pulls

Branding Guides

Standards Content, Foreword, Message from CEO, Our mission and values, Our brand, The role of brand identity, How to use the guidelines, Brand identity elements, Brandmark, Logotype, Signature, Tagline, Name in text, Incorrect usage of elements, Nomenclature, Communicative vs. legal names, Corporate, Division, Business unit, Product and service trademarks, Color, Brand color system, Default color system, Supporting color system, Signature color options, Incorrect use of color, Signatures, Corporate signature, Signature variations, Incorrect signature usage, Subsidiary signatures, Product signature, Signature with tagline, Incorrect tagline treatment, Clear Space around signature, Signature sizes, Typography, Typeface family, Supporting typefaces, Special display faces, Typefaces for word processing, U.S. business papers, Corporate letterhead, Typing template, Division letterhead, Personalized letterhead, Second Sheet, #10 envelope, Monarch letterhead, Memo template, Business cards for corporate, Business cards for sales force, Fax electronic templates, Notepads, New releases, Mailing labels, Window envelope, Large mailing envelope, Announcements, Invitations, CD Labels, International business papers, A-4 letterhead, A-4 personalized letterhead, A-4 business envelope, Business Cards, Digital Media, Website, Intranet, Extranet, Architecture, Interface, Content, Color, Typefaces, Imagery, Forms, Form elements, Vertical and Horizontal, Form grid, Purchase order, Invoice, Shipping, Marketing materials, Voice and tone, Imagery, Signature placement, Folder, Covers, Recommended grids, Brochure system, size variations, Mastheads, Product sheets, Direct mail, Newsletters, Posters, Postcards, Advertising , Advertising signatures, Tagline usage, Signature placement on ads, Typography, Television advertising grid, Presentations and proposals, Covers vertical, Covers horizontal, Covers with windows, Interior grid, PowerPoint templates, PowerPoint imagery, Exhibits, Trade Show booth, Banners, Point of purchase, Nametags, Signage, External signage, Internal signage, Color, Typography, Materials and finishes, Lighting considerations, Fabrication guidelines, Company flag, Vehicle , Identification, Vans, Cars, Buses, Planes, Trucks, Packaging, Legal considerations, Package sizes, Package grids, Product signatures, Labeling system, Boxes,  Bags, Cartons, Uniforms, Summer, Spring, Winter, Fall, Rain gear, Image library, Photography and illustration, Reproduction files, Brandmark only, signature variations, full-color, one-color, black, white, PC, Mac, Miscellaneous, Whom to contact with questions, frequently asked questions, design inquiries, Clearance process, Legal information, Ordering information.

Packaging Development Process

Clair goals and positioning

Establish goals and define the problem of Brand Equity and Competition.  Existing brands in the product line.  Price point and target consumer.  Product benefit.

Conduct Audits and Identify Expert team

Competitive (category), Retail (point of sale), Brand (internal, existing product line) Packaging designer, packaging engineer, packaging engineer, packaging manufacturers, industrial designers, regulatory legal department

Conduct research as needed

Understand brand equity, determine brand standards, examine brand architecture, clarify target consumer, confirm the need for the product–does product benefit resonate?  Confirm language–how should benefit be expressed?

Research legal requirements

Brand and corporate standards: product-specific, net weight, drug facts, nutrition facts, ingredients, warnings, and claims.

Research functional criteria

Product stability, tamper with theft resistance, shelf footprint, durability, usage, packability, fillability

Determine printing specs

Method: flexo, litho, root; Application: direct, label, shrink-wrap label; Other: number of colors, divinyl, UPC code, minimums for knockouts, etc.

Determine structural design

Design new structure or use stock?, Choose forms (i.e., carton, bottle, can, tube, jar, tin, blister packs), Choose possible materials, substrates, or finishes, source stock and get samples

Finalize Copy

Product name, benefit copy, ingredients, nutrition facts/drug facts, net contents, claims, warnings, distributed by, manufactured in, UPC Code

Design and prototype

Start with face panels (2D renderings), get prototypes made, narrow option(s), design rest of packaging, simulate reality: use actual structure/substrate with contents

Evaluate solution and manage production

In a retail/competitive environment, As a member of the product line, consumer testing finalize files, oversee production