The design of the physical package itself is a key design element because the package shape is an expression of the package identity. The package shape is something that will stay in use for a long time, so it needs to be analyzed and tested independently of the graphic elements. The package must have a personality and it must be functional in its role as one element in the make-up of the identity.

The preliminary stage of development involves Bravis being briefed by the client, then getting a grip on and analyzing the background conditions vis-・vis design development. We analyze research on perception of the present package shape and do the same for the package shapes of competitors; we explore design directions; and we establish the concept. Furthermore, we develop all our ideas based on usability simulations, checking how the product will be used in reality and in what sort of environments. The package-shapes that Bravis develops are then filtered down within Bravis, and the presentation is made based on a select number of designs. The number of designs is further reduced by selection process at the presentation. These are then model-tested is done before a final design selection is made.

After the final package shape has been decided on, the project moves to the next stage, which is the graphic element which will be placed on the package.