The first step in Worrell's Design-Path™ packaging process is to understand the client's problem statement or product brief and conduct an audit of the current product to understand strengths and weaknesses. We then evaluate competitive products for market gaps and can conduct customer research including observation techniques (ethnography), quantitative techniques (Censys® feature prioritization) and development of customer segmentation. Brand values and characteristics are determined through this research and a brand wheel exercise workshop. The package being the product at the point of purchase.

The next step is to explore creative design concepts from mild to wild within the constraints of the research criteria. Designers work with the empirical criteria of prioritized requirements, manufacturing and cost constraints to develop both physical shape and form concepts with graphic concepts in parallel. Visualized personas, values and characteristics created from the market segmentation provide the necessary empathy for the designers to design appropriately for the targeted customers.

After approval of one direction our creative staff takes the design and translates it into the necessary documentation to begin mock-ups and functional prototypes. Manufacturing, tooling and cost constraints are the focus while faithfully maintaining the design intent.

In this stage Worrell project managers and designers do that is necessary to assist our production partners to enhance their processes and make adjustments to the design necessary for effective production quality and throughout.