Packaging & Merchandising - Project 3
Edita Chew En Thung / 0357357
Publishing Design / Bachelor of Design (Honours) in Creative
Media / Taylor's University
Project 3 (Collaboration with TBS(merchandising))
Table of Content
1. INSTRUCTIONS
2. PROCESS
3. FINAL
4. FEEDBACK
5. REFLECTION
INSTRUCTIONS
fig 1.0 | Module Information Booklet (MIB)
Final Project Description: Formulation of Merchandise & Promotional Strategy
Us students, as part of this final project, will also extend the knowledge they had in designing their own food mechanism and packaging to include an entire brand experience by designing their own merchandise and promotional activities. The aim is also to enhance the brand in the market, develop the new customers and make the current customers loyal by designing the relevant merchandise and creating a strategic promotional plan according to the target market.
The initial stage requires a market study including the consumer perception (Week 11). Students will analyze the actual market, phenomena, define consumer behavior pattern and determine the opportunities and threats in their preferred market. This study will impact on the merchandise as well as promotion strategy in the future.
Week 12 will be devoted to the designing of a line of merchandise that will support the food product and correspond with the general brand identity. This may include such products as clothes, accessories, lifestyle products or stationary. All the pieces should ideally underplay the visual language of the brand and be high on both design and presentation.
Week 13 will involve the formulation of a promotion plan that will lead to enhancement of the brand awareness and the sales. Students will be able to learn about the digital and traditional marketing platforms and should select the tools that will help them to meet the project timeline, financial resources, and the overall brand objectives. The strategy must be clear and guided to bring relevant action in front of the targeted audience.
Lastly, Week 14 will involve students sharing their final concepts in a presentation view that is clear and compelling to the eye. The presentation must have merchandise mock-ups, a vertical of the promotion plan and roadmap of the implementation. Every decision must be explained and how it can assist the brand identity, the marketing goals as well as reaching out to the audience.
This assignment is intended to reveal the knowledge of the students regarding the subject of branding, the consumer behavior, and the marketing strategy in a combined and creative manner.
ThermoBrew's Merchandising brainstorming process
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As we brainstormed to choose the most suitable merchandising for ThermoBrew, we had to really put together what we have thought of.
A somewhat consistent idea workflow was implemented for the merchandising. After settling with some base ideas, it was up to us to execute them as 2 groups.
Our group, rather, I did the merchandising and Maisarah did the promotional strategy part as I divided the parts among me and Maisarah.
MERCHANDISE (by Edita)
Extension Cup for Thermos
A compact, travel-friendly mug that merges minimalist style with durable function.
Key features:
- Made from brushed stainless steel for insulation and durability.
- Etched with the brand’s hiking mascot to symbolize motion, nature, and freedom.
- Slightly angled base for a modern, dynamic look.
- Compact and lightweight—perfect for backpacks or camp kits.
Ideal for: sipping fresh French press coffee trailside or fireside.
Funnel
A compact, travel-ready funnel designed for clean, easy coffee ground transfers on the go.
Key features:
- Made from food-grade, heat-resistant silicone for flexibility and safety.
- Collapsible design folds flat for effortless storage in the coffee tool pouch.
- Wide-mouth top fits most ThermoBrew thermos openings—no mess, no waste.
- Earth-toned color palette to blend with natural settings and other gear.
- ThermoBrew logo subtly embossed on the rim for brand consistency.
Ideal for: pouring grounds into your French press thermos without spills—whether you’re on a rocky ledge, trailhead, or campsite.
Handheld frother
A portable frother that brings café-quality texture to the outdoors.
Key features:
- Vibrant orange color for visibility and energy.
- Shaped like a rocket—symbolizing speed, adventure, and forward motion.
- Comes with a sleek, metallic stand for easy storage on the go.
- Subtle ThermoBrew logo for cohesive brand identity.
- Battery-powered and lightweight—ready for vanlife or hiking.
Ideal for: campers, weekend warriors, and coffee lovers seeking creamy lattes in the wild.
Coffee tool pouch
A rugged utility pouch built to carry all your coffee-making essentials.
Key features:
- Durable, water-resistant exterior with secure buckle closures.
- Forest green/black palette reflects natural environments and tactical gear.
- Embossed ThermoBrew branding—minimalist and premium.
- Holds grinders, scoops, filters, and accessories like the milk frother.
- Roll-up design for space-saving storage in backpacks or gear bins.
Ideal for: organized brewing on the road, at basecamp, or in minimalist setups.
PROMOTIONAL STRATEGY (by Maisarah)
Supermarket Entryway
The reason behind such success: The district experiences high vehicle traffic of day-to-day shoppers. Furthermore, posting large format advertisement near shopping carts attracts attention even as the customers are still outside the shop.
Strategic value: Is a reminder to busy consumers that ThermoBrew is a grab-and-go coffee product convenient to people who have to go to the store to buy everyday products or are on their way to work.
Standee Mall or Transit Lobby
Best practice: It works because this is a place of high traffic and people here are likely waiting or killing time and this is an excellent brand exposure moment.
Strategic value: The visioning emphasis on portability and ease of use appeals to those people who are always on the go and only need a quick caffeine fix, but do not want to trade quality over speed.
In-store display
Why then it works: This is because keeping merchandize at the end of an aisle would enable higher visibility, in the case of a supermarket or a health store.
Strategic value: The presence of similar products (coffee pods, milk, snacks) close to it causes more impulse purchases, as well as opportunities to cross-merchandise.
Pop Up Stand or Venue
What makes it work: Face-to-face, though face-to-face communication, samples or demonstrations. Can only be created using this type of a brand space.
Strategic value: Ideal as a brand activation at a trade show, lifestyle fair or college campuses. Through personal interaction, it creates credibility and acquaintance.
Summary:
The daily activities and shopping habits of ThermoBrew target audience are targeted by each of the placements, as it is a busy person, who leads an active lifestyle with convenience, quality, and popularity of the style as the factors valuable to him/her. The placement of these strategic sites contributes to the development of brand awareness by increasing the trial and purchase decisions instantaneously.
FINAL SLIDES
After feedback from presentation we added the bottle accordingly to
the promotional strategy
FEEDBACK
- after consulting with the lecturer about the slides, we just have to simplify the slides for Project 3.
REFLECTION
Findings
Through the process of developing merchandise and promotional strategies for ThermoBrew, I discovered the importance of aligning every design and marketing element with the brand’s core identity. By experimenting with ideation techniques such as mind mapping, sketching, and rapid prototyping, I was able to assess how the designs would perform in real-world retail and promotional settings. I found that products and visuals that clearly communicated the brand’s convenience, quality, and portability were more compelling. This helped guide my decision-making toward more refined and market-ready outcomes.
Observations
One of the key things I noticed during this project was how crucial it is to consider user experience beyond just visual aesthetics. For instance, in-store displays and public advertisements needed to quickly grab attention and deliver clear messaging to time-poor consumers. I also observed that feedback from consultations and informal critiques helped me view my work from different perspectives, revealing areas I had overlooked — especially in terms of functionality and practical application. This iterative reflection process proved valuable in improving my final deliverables.
Conclusion
This project allowed me to combine design thinking with marketing insight, which challenged me to go beyond just making something “look good.” It was about crafting an experience that connects with consumers and supports business goals. By evaluating my design outcomes based on audience needs and branding context, I developed a better understanding of how to build stronger, more strategic concepts. The self-evaluation process also made me more aware of my own growth areas, particularly in structuring campaigns that are not only creative but also commercially viable.
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