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The Silver Shoes - Set Brief
(Logo, Packaging Design, Tag Line) Brief To choose a piece of packaging from a literary work of your choice and then design and translate the artefact for the present day or a speculative future. Importantly, the product, name and core purpose must remain the same but you can select materials and media that position your selection for a similar, emergent or new audience who could enjoy the benefit of the product. |
Solution
Based of the Silver shoes that Dorothy wears from The Wonderful Wizard of OZ book written by L Frank Baum, The Silver shoe, is a high-end shoe brand dedicated to producing top quality shoes that are suitable for any occasion. The design and concept for the packaging provided subtle links back to story and even references the original illustrations for the book. |
The Product
The focus at the heart of the brand’s story and packaging design is the possibilities the shoes give you when going out, and that with just 3 clicks the possibilities are endless. Just like in the story when Dorothy clicks her heels 3 times whilst wearing the shoes and they would take her anywhere she wished to go. So the product that I chose to package was a pair of shoes designed with the ability to have different styles and heights of heel clipped on the sole of the shoe, transforming it from a shoe you would wear at the beach, to a shoe suitable for a meeting at the office and straight out to a party in the evening.
The focus at the heart of the brand’s story and packaging design is the possibilities the shoes give you when going out, and that with just 3 clicks the possibilities are endless. Just like in the story when Dorothy clicks her heels 3 times whilst wearing the shoes and they would take her anywhere she wished to go. So the product that I chose to package was a pair of shoes designed with the ability to have different styles and heights of heel clipped on the sole of the shoe, transforming it from a shoe you would wear at the beach, to a shoe suitable for a meeting at the office and straight out to a party in the evening.
Packaging Design
Packaging interior - In the main part of the packaging, the lid will hold the shoes which come with the flat heels attached in order to reduce the size of the packaging. The base of the packaging, which the lid slides over, will act as a plug to keep the shoes secure inside. The base also doubles as a box/travel case and will come containing the additional heels that come with the shoes with enough space to hold all of the heels.
Packaging interior - In the main part of the packaging, the lid will hold the shoes which come with the flat heels attached in order to reduce the size of the packaging. The base of the packaging, which the lid slides over, will act as a plug to keep the shoes secure inside. The base also doubles as a box/travel case and will come containing the additional heels that come with the shoes with enough space to hold all of the heels.
Materials and key references to the book
The main section of the packing will be made from recycled cardboard with a smooth finish and the base box section would be made from aluminium.
Not only will the use of aluminium provide the needed protection to the heels, but it also provides a subtle connection to the Tin Man, one of the main characters in the book that helps Dorothy and provided her with protection on her travels through the land of Oz. Aluminium is also one of the most sustainable materials and is easy to recycle.
The main section of the packing will be made from recycled cardboard with a smooth finish and the base box section would be made from aluminium.
Not only will the use of aluminium provide the needed protection to the heels, but it also provides a subtle connection to the Tin Man, one of the main characters in the book that helps Dorothy and provided her with protection on her travels through the land of Oz. Aluminium is also one of the most sustainable materials and is easy to recycle.
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One of the main connections to the book is the incorporation of the original shoe illustrations in the packaging. The out like of the shoe will be die cut in the the outer layer of the packaging to reveal the pattern of the packaging below.
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The second is the brick road pattern used on the bottom section of the packaging, there to reference the famous yellow brick road from the book. the colour of the bricks changing for different shoe styles to reflect the different paths we take.
Sustainability
Both of the materials I have chosen for the packaging have the ability to be made using recycled materials and to be recycled at the end of their life.
- The card would be FSC certified, with the materials being made from 100% recycled materials.
- The base would be made from recycled Aluminium.
Aluminium is also one of the most highly valued materials to be recycled as it can be 100% recycled an infinite number of times. By using recycled Aluminium, 95 % less energy is used than making it from the raw materials. It also saves 97% of greenhouse emissions produced in the initial production of Aluminium.
I have also considered sustainability in the shape and function of the packaging, with the shoes being packaged in the flattest heels so that the width of the packaging can be reduced. This was so that more products can be transported at once which will also reduce the carbon emissions.
Both of the materials I have chosen for the packaging have the ability to be made using recycled materials and to be recycled at the end of their life.
- The card would be FSC certified, with the materials being made from 100% recycled materials.
- The base would be made from recycled Aluminium.
Aluminium is also one of the most highly valued materials to be recycled as it can be 100% recycled an infinite number of times. By using recycled Aluminium, 95 % less energy is used than making it from the raw materials. It also saves 97% of greenhouse emissions produced in the initial production of Aluminium.
I have also considered sustainability in the shape and function of the packaging, with the shoes being packaged in the flattest heels so that the width of the packaging can be reduced. This was so that more products can be transported at once which will also reduce the carbon emissions.
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I also considered other ways in which the brand could do good, linking it to the Go Beyond charity with 20% of its profits being donated.
Go Beyond is a charity dedicated to giving disadvantaged young children who face serious challenges a break of a lifetime. They have 2 centres equipped to take their visitors away from the challenges of their everyday life and gives them the opportunity to take part in a vast range of exciting and fun activities. Taking them from the ordinary to the extraordinary, like the experience Dorothy had going from her grey life in Kansas to the bright and colourful world of Oz. The charity also helps people like Dorothy, as she herself was an orphan. |