The development of a design methodology for the translation of brand identity into physical attributes to ensure cohesive packaging portfolios

This paper outlines the development and evaluation of an adaptive design methodology specifically tailored for cohesive product portfolios of FrieslandCampina. Emphasizing user-friendliness and seamless integration into the company’s workflow, the methodology addresses the translation of implicit design cues into explicit elements. The research investigates the key determinants of packaging design, considering the perspectives of designers, marketers, and consumers to improve communication and evaluation among stakeholders. The development process integrates existing design methods, rapid prototyping, and user testing to refine the methodology, which is further validated through case studies across multiple brands. This work aims to provide a flexible and adaptable tool for FrieslandCampina’s design team.