Tiffany Ngai




  1. On the Table UX design, Branding  User Research & Bra|\ n
  2. Chef-ager UX design, Branding
  3. LEGERE hotel Content design, Branding 
  4. SONO Type design, Editorial
  5. EPSON Rebranding, Packaging


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©2024 Tiffany Ngai

EPSON

Summary

This rebranding project features a fresh new identity and packaging design for their ink cartridge line.Timeline

October – December 2018
United States







Poster application featuring a refreshed logo identity








ContextAbout EPSON

Seiko EPSON Corporation, commonly known as EPSON, is a leading Japanese electronics company established in May 1942. It ranks among the world's largest manufacturers of computer printers, as well as a variety of information and imaging related equipment.

Products Overview

EPSON America Inc., the U.S. branch of Seiko EPSON Corporation, is known for its exceptional digital imaging products. The company offers a wide selection of high-quality, functional, and energy-efficient printers, scanners, and 3LCD projectors, all designed to meet and exceed customer expectations..

Brand Excellence

Additionally, EPSON is well-regarded for its wide range of award-winning image capture and output products aimed at the consumer, photography, business, and graphic arts sectors. The company is also a top provider of advanced point-of-sale (POS) printers and transaction terminals for the retail industry.


Current Identity



Logo identity and ink cartridge packaging




Design OpportunityIn my opinion, there's a missed opportunity to emphasize the brand's country of origin. I realized this during conversations where most people thought Epson was an American or German brand.




Shelf Presence




Design Process Overview

Low fidelity packaging sketches





100 “What Ifs...” exercise to reimagine the possibilities of EPSON’s products





Mindmapping key attributes for the reimagined identity





Low fidelity packaging prototypes




Low fidelity logo sketches



Refreshed
Logo Identity













High fidelity mockup presentation

Product Art Direction







Newly introduced postcard inserts within the EPSON photopaper product add a fun surprise to the unboxing experience! These postcards also feature cheeky taglines that pays tribute to the brand slogan “exceed your vision”. These can be used to send photos or collected as playful keepsakes.

Photoshoot BTSSpecial thanks to Jason.


Utilized this chance to shoot these prototypes at Jason Ware’s photography studio in downtown Los Angeles.