Easy Peasy Process Manual by Annie H

Process Manual

TABLE OF CONTENTS 4 Introduction

5 Mission Statement 5 About & Purpose 5 Biomimicry Studies 6 Bats 7 Pill Bugs

8 Logo Development

9 Preliminary Sketches 10 Digital Sketches 11 Logo Refinements 12 Final Logo

13 Graphic Standard

14 Logo Sizing 15 Color 16 Typography 17 Proper Usage 17 Improper Usage 18 Business System 20 Marketing Application 22 Website

23 Package Development

24 Creative Brief 25 Preliminary Sketches 26 First Prototype 27 Prototype Refinements 28 Second Prototype

29 Final Packaging 30 Layout

31 Labeling 32 Final Product 34 Design Analysis

INTRODUCTION

Introduction

MISSION STATEMENT Easy Peasy Inc. aims to spread awareness of the oriental roasted pea snack through the promotion of its beneficial qualities and the use of convenient and sustainable packaging. Overall, the company plans to promote a healthier and more environmentally conscious lifestyle for the consumers.

ABOUT & PURPOSE Easy Peasy Inc. is a company that specializes in the production of seasoned roasted peas, a vegetable-based snack originated from Japan. The peas are roasted at the perfect temperature, and a flavored coating made with natural ingredients is added on each pea afterwards. One unique feature of the food product is its packaging, which provides convenience for the consumers through its retractable opening. At the same time, the container doubles as a pot for the consumers to grow the provided pea plant seeds in, helping to minimize waste while bringing awareness to the environment. This manual serves to record the creative processes involved in the productâ&#x20AC;&#x2122;s branding and packaging, from brainstorming to its final product.

BIOMIMICRY STUDIES Several aspects of nature were used as inspirations for the packaging and branding of the product. In particular, the simiplistic geometric folds of bat wings provide the basis for the shape of the packaging, while the adjustability of pill bug shells inspired the retractable opening of the package.

Introduction

CASE STUDY #1

PILL BUGS

ABOUT Pill bugs are part of the woodlice family, and are the only crustaceans that reside fully on land. As a result, they tend to live in wet areas in order to retain moisture on their gill-like organs called pleopods. Their most unique characteristic is their ability to conglobate, or roll into a ball, earning their nickname “roly poly”. This is possible thanks to the shell of segmented plates that cover their backs.

FUNCTION The most distinct trait of pill bugs is their ability to roll into a ball, or conglobate, earning them the nickname of “roly poly”. Conglobation occurs when there are changes in vibration or pressure. Their ability to roll into a ball protects themselves from danger by entirely covering their more vulnerable side. Conglobation also helps to retains water moisture to keep their pleopods moist.

APPLICATION Humans seem to have bring forth many ideas that seem to imitate the conglobation of pill bugs. In everyday subjects, bendy straws seem to utilize the same basic structure as a way to allow the bending of the straws. Baby seats and strollers also seems to have a similar idea with its cover being expandable in order to block sunlight. Some creators have combined the round shape with retractability and created tents that resemble the shape of a conglobated pill bug. In package design, the idea of conglobation can be applied to create a transformable package, possible to allow the package to be both retractable and be able to fit in spaces of different shapes. The idea of retaining moisture can be applied to maintaining the freshness of the food products.

SOURCES “Pillbugs.” Pillbugs. Norther State University, n.d. Web. Smigel, Jacob T., and Allen G. Gibbs. “Conglobation in the Pill Bug, Armadillidium Vulgare, as a Water Conservation Mechanism.” Journal of Insect Science 8.44 (2008): 1-9. Web. Wikipedia. “Armadillidiidae.” Wikipedia. Wikimedia Foundation, 08 Oct. 2017. Web.

Introduction

CASE STUDY #2

BATS

ABOUT Bats are the only nocturnal mammals that can sustain flight. Therefore, the most distinctive feature of bats are their wings, which are made up of bones and skin membrane. A large portion of the wings are supported by elongated digits, which allows them to maneuver their wings while flying. When not in use, the wings are folded away behind its forearm.

FUNCTION The main purpose of bat wings is, undoubtedly, flight. In order to feed themselves, it is important for bats to spot their prey while flying and quickly reach the ground to catch them. The thin membrane of the wings allow them to be expanded and folded away easily. Besides flight, bats also use their wings to wrap around their bodies, acting as a “blanket” as a way to thermoregulate.

APPLICATION Many objects and architecture have been created with structures similar to bat wings. One example is a foldable fan, which can expand and fold away in one motion. Another example is a tent, which can be folded away when unused but expands when necessary, and has supporting structure similar to that of bats. There are also spy planes created with wing structures inspired by bat wings. The multifunctional bat wings are used as an inspiration for a packaging that can serve more than one purpose. The triangular, geometric shapes of the wings is also incorporated into the shape of the packaging. The packaging mimics the bats’ way of theromoregulating by having a layout that wraps the paper around one another as means to prolong shelf life and retain freshness of the food product.

SOURCES Paul, Rebecca. “Design Inspiration from Nature - Biomimicry for a Better Planet.” Inhabitat. Inhabitat, LLC, 18 June 2013. Web. Wikipedia. “Bat.” Wikipedia. Wikimedia Foundation, 09 Oct. 2017. Web.

LOGO DEVELOPMENT

PRELIMINARY SKETCHES Logo Development

The initial sketches explored different ways of illustrating peas in a pod, as a way for the audience to easily recognize the product being sold. The logo was to be representative of the actual product, and therefore should include elements of the plant within the logo. In the end, the design that incorporated the words as part of the illustration prevailed, as they connected well with each other and was more appropriate for the target audience.

DIGITAL SKETCHES Digital sketches were made based on the logos chosen from the paper sketches. More were added in addition to the sketches to add more options for the logo.

Logo Development

In the end, the “easy peasy” logo that incorporated the word “peasy” in its illustration (as seen in the middle of last row) stood out the most due to its recognizability and familarity with the audience, along with the friendly fonts used.

EASY

PEASY

PEA S Y

EASY

Peasy! Yes,

EASY

’s

On the Go Digital drafts of potential logos for the rebranding. Logo in the middle on the bottom row was chosen for more iterations.

LOGO REFINEMENTS

FINAL REFINEMENTS Logo Development

To refine the chosen logo, different fonts and and illustration adjustments were applied. These changes were made with consideration of the product being marketed towards the younger age group. As a result, friendly fonts, as well as a rounder and simpler shape of the pea in the pod, were used. Of all the refinements, the first logo below was determined to be the most appropriate for further refinements.

EASY

easy

EASY

peasy peasy

peasy

To further improve the logo, it was suggested for the curly end of the pea in a pod to connect to the word “easy” in order to make the logo more cohesive and to improve readability.

Class critiques further suggested for the pea pod to be more round and curve upwards to match the curvature of the word “easy”. Shine was also suggested to add dimensionality to the peas within the pod.

FINAL LOGO Logo Development

The logo created represents the origins of the actual product as a way to establish recognizability for the consumer. To do so, a familiar image of peas in a pod is incorporated into the logo, allowing it to be recognizable even while standing alone without its product.

An image of peas in a pod is combined with the typography of the logo to add recognizability.

Handwritten-like script font used to add friendliness to the logo, making it more welcoming for the younger audience.

Shine added to the three peas to provide depth and focus on the main product.

GRAPHIC STANDARD

LOGO SIZING Sizing of the logo is an important aspect, as it represents the company in many situations. For the most optimal results, the logo should be displayed at 2’’ in width. Other specifications, such as the logo ratio, must be met as well to fully represent the company.

14x Graphic Standard

x x

The original ratio of the logo should be maintained when in usage. It is scalable to any size given, but is recommended to be no smaller than 1’’ x1’’ to maximize legibility. Original colors and details within the logo should not be altered when in use. A distance of x must be kept around the entire logo to maintain its quality.

COLOR The colors must be used accurately at all times to present the company professionally. Brighter shades of green are used to represent the healthiness of the food product as well as the freshness of the food product itself.

Graphic Standard

CMYK: 84, 18, 100, 4 RGB: 34, 147, 70 HEX #: 229346

CMYK: 0, 0, 0, 0 RGB: 255, 255, 255 HEX #: FFFFFF

CMYK: 47, 1, 99, 0 RGB: 148, 197, 63 HEX #: 94C53F CMYK: 58, 15, 68, 1 RGB: 118, 171, 119 HEX #: 76AB77

TYPOGRAPHY Typography is also a core characteristic of a company’s identity. Logo fonts are distinctive due to their curved qualities, representing youth and friendliness, while different fonts are used in business situations to show professionalism.

“easy” Graphic Standard

Logo

“peasy”

PAT HOUT

*the word “easy” on the logo is a self-written script font.

ABCDEFGHIJK LMNOPQRST UVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890?!@#$%&

Heading

Business

BRANDON ABCDEFGHIJKLMNOPQRSTUVWXYZ GROTESQUE abcdefghijklmnopqrstuvwxyz 1234567890@#$%&

Body

ALEGREYA ABCDEFGHIJKLMNOPQRSTUVWXYZ SANS abcdefghijklmnopqrstuvwxyz 123456789?!@#$%&

PROPER USAGE

IMPROPER USAGE

4 Color Process

Distorting the logo

Using a background less than x distance around logo

Changing the default colors

Greyscale

At 1.5’’ width or smaller, shine detail on peas are removed to sustain the quality of the logo.

Graphic Standard

Using effects on the logo

1.5’’ in width

Color background can be used in conjunction with at least x distance around the logo. #FFFFFF (white) or #D0E180 (yellow-green) is recommended as the background color.

Using colors of the logo as the background (with the excpetion of white)

Removing elements from the logo

CMYK: 21, 0, 64, 0 RGB: 208, 225, 128 HEX #: D0E180

BUSINESS SYSTEM This three part business system (letterhead, envelope, business card) represents the brand in business situations. The logo with a round lighter green background can seen throughout the business system to show cohesiveness while reinforcing the brandâ&#x20AC;&#x2122;s identity. Green details were added in each part of the business system to represent the healthiness of the product.

Graphic Standard

ENVELOPE

LETTERHEAD

FRONT

BUSINESS CARD FRONT

BACK

Graphic Standard

A layout view of the three part business system.

MARKETING APPLICATION For advertisement of the product, The logo is strategically displayed on certain items at certain locations. The delivery trucks and shipping boxes will help attract consumers as they are delivered to to different locations. The billboards are placed near congested highways to and bus shelters near school to maximize the ttraction towards the target audience. Variety in merchandise allows various age groups to support the company and spread awareness of the product.

DELIVERY TRUCK

BILLBOARD

Graphic Standard SHIPPING BOXES

BUS SHELTER

STATIONERY

TOTE BAG PATCH

ALUMINUM BOTTLE

Graphic Standard

STICKER

T-SHIRT FIDGET SPINNER

WEBSITE The website will be responsible for spreading awareness of the brand online. It will be responsive to fit various screens, and will include information about the company and product, such as the flavors available and where the product will be sold. When the company reaches sufficient demand, an online merchanise store will launch as well.

Graphic Standard Website for company on three different platforms.

PACKAGE DEVELOPMENT

CREATIVE BRIEF

NEEDS

Roasted wasabi peas are a tasteful Japanese snack popular amongst teens and adults. Easy Peasy aims to help spread its awareness through promotions towards a younger audience of a non-East Asian background. This will be done by promoting its health benefits and convenience as an on-the-go snack. The new rebranded snack will be expanding to flavors popular amongst the target audience. The snack will also advocate a positive lifestyle and environmental awareness through its healthy ingredients and sustainable packaging, while retaining affordability to attract consumers of all income ranges.

Package Development 24

BACKGROUND

Currently, roasted wasabi peas are widely consumed by teenage or young adults with background in East Asian culture. It is eaten as a snack by itself during hours of leisure. The peas are mainly found in Asian supermarkets, but has been slowly introduced to American supermarkets as well. However, it has not yet become a popular snack among non-Asians. Although there are several brands, the current snack is mostly seen in plastic sealed or resealable bags or cans with a plastic lid. The main flavor of the roasted peas is wasabi, but sriracha flavored peas are available on the market as well. While high in sodium, the peas are high in fiber and protein, revealing its potential for health benefits.

OBJECTIVE

Easy Peasy’s packaging serves to maximize the portability of the snack as a way to add convenience to the consumer. The opening of the package should be resealable and easy to open and close for quick access of the snack. The packaging should also be sustainable through the use of biodegradable material. It should be durable enough to be carried to school and back home. Lastly, the snack and packaging should work cohesively to promote a positive lifestyle for the target audience.

STRATEGY

The project will be a sustainable repackage of the original roasted wasabi pea snack. The packaging will be of a modular triangular prism to minimize space and allow variations for the snack. The packaging, from materials to assemblage, will be all biodegradable to promote environmental awareness. The main opening for the package will be a retractable opening that allows the snack to be poured into the user’s hands or another container. The packaging also hopes to be transformable into a container or a pot for planting flowers after its usage. The dimensions of the package will be 5’’ x 3’’ x 2’’ to allow convenience while containing a sufficient amount of food inside.

MESSAGE

Easy peasy roasted pea snack -- quick, healthy, delicious.

AUDIENCE

Primary audience : Caucasian middle school students residing in the United States Age 10 - 12 Allowance of an average of $10 per week from parents Secondary audience: Parents of the middle school students, who may purchase the item for their children Age: 20+ Annual income of $20,000+ Distribution Area: Common American supermarkets and stores in the United States, such as Safeway, Target, and Trader Joe’s, as well as large food wholesale stores, such as Costco.

INITIAL SKETCHES The aim of the repackage is to solve the existing problems of the current pea snack packaging. Several main problems include the lack of resealability, use of synthetic plastic that is harmful to the environment, and difficulty to reach the snacks at the bottom.

Using bat wings and pill bugs as biomimicry inspiration, sketches of several possible packaging ideas were drawn. Patterns previously made from the biomimicry of bat wings played a role in the triangular shape of the packaging, while the case study of the pill bugs inspired the collapsible structures of the packaging. The retractable opening and modularity of the packages are inspired by the repeating pattern and transformability of pill bug shell. After weighing out the pros and cons, the first design seemed to be the most beneficial, as it is modular, has a retractabke opening that allows the peas to easily come out, and can be used for multiple purposes.

Package Development

Four different packages drawn on paper : 1) a modular triangular container with retractable opening 2) a triangular tube with tearable opening to reduce size 3) a triangular tube with a collapsible center 4) an octagonal tube with a collapsible center

25 25

FIRST PROTOTYPE Based on the previously chosen sketch, a protype was made to figure the mechanics of the retractable opening. Tape was temporarily used as a stringlike mechanism to allow the opening to work. To open, the bottom part of the tape is pulled, allowing the piece in the middle to be pulled down and revealing the opening.

Package Development 26

PROTOTYPE REFINEMENTS Through a testing of the prototype, several ideas were added to further improve the packaging. First, the tape can be replaced with biodegradable ribbon, allowing flexibility and preventing it from being worn out over time. It will also allow the package to be hanged on a backpack when attached to a carabiner. Second, to increase the amount of peas that can fit in the container, the equilateral triangle can be changed to a right triangle due to its increased height while still allowing modularity.

Package Development

Possible ways to improve the aesthetics and functionality of the package design.

SECOND PROTOTYPE After altering the design of the packaging, a second prototype was created with the addition of labels. A ribbon replaced the tape of the first prototype, and a mini pea plant seed was attached to the package to encourage the consumer to plant the seed and become more aware of the environment. However, one problem was that the paper was too thick and inflexible, causing the opening to not function smoothly. The pea plant seed was also bulky and was a distraction on the box. Therefore, for the final packaging, seed would be attached as a mini bag to the ribbon instead. Thinner paper would also be used instead to allow a smoother opening.

Package Development 28

FINAL PACKAGING

LAYOUT The overall layout of the packaging reveals the different components that are assembled together to create the whole package. These include the container itself, the nutrition facts to be laid over the ribbon around the container, a divider that allows the retractable opening to work, labels for the free seeds, and the inside of the container with planting instructions.

Final Packaging A layout of all the parts required for assemblage. Parts includeded: Nutrition facts, label for seed, package opening, instructions for planting.

LABELING Labels are an important part of the package and they help the product to standout amongst others and inform potential consumers. The package will be presented in stores with the side indicating the flavor and logo. The backside of the package contains a message that encourages consumers to grow a plant through a digital media campaign. The barcode is also placed on the back. The nutrition label, with its ingredients and manufacture information are placed on the spine of the packaging. The side opposite of the spine shows the product’s tagline and information about the product. Social medias and website is also included to increase online presence. The opening of the box, when closed, displays the setup of the joke, with the punchline delivered when the opening is revealed.

Nutrition Facts Serving Size 1.1oz (30g) Serving Per Container 2

Roasted Pea Snack

Amount Per Serving

Calories 65

Quick • Healthy • Delicious

Calories From Fat 15 % Daily Value*

Total Fat 1.8g

Hook me up!

Saturated Fat 0.8g

Trans Fat 0g

Cholesterol 0mg

Sodium 105mg

Easy peasy roasted peas are now a new way to eat your vegetables! Eat them by your self or share with your friends, anywhere, anytime. It's easy peasy!

Total Carbohydrate 10g

Dietary Fiber 2.5g

11%

Sugars Less than 1g

Protein 2.5g Vitamin A 0%

Calcium

• •

Find out more about us at: www.easypeasy.com

Vitamin C 0% Iron

*Percent daily values are based on a 2,000 calorie diet.Your daily values may be higher or lower depending on your calorie needs. Total Fat Sat Fat Cholesterol Sodium Total Carbohydrate Dietary Fiber

Calories

2,000

2,500

less than less than less than less than

33g 10g 150mg 1,200mg 150g 13g

40g 13g 150mg 1,200mg 188g 15g

Grow a plant, win a prize! Protect our plant by planting peas yourself! Use this box as a pot to grow the pea plant seeds attached to this box.* Post a photo of your pea plant on instagram with the hashtags #growwithus and #easypeasy and you may win some amazing prizes!

Flavor

Calories per gram: Fat 5 • Carbohydrate 2 • Protein 2

We need your help to save our planet!

Roasted Pea Snack

Liked by av erynic Agoo ekid, dkid environ Grew ment my ﬁr l, easyp #grow st easy withu pea plant s #easy to peasy day!

NET WT. 2.12OZ (60g)

FRONT (SECONDARY OPENING)

MAIN OPENING

BACK

Final Packaging

SPINE

Eat’em all

PRODUCT OF U.S.A. DISTRIBUTED BY EASY PEASY INC. DAVIS, CA 95616

*.Instructions planting included inside the box.

What do you call a bear with no teeth?

FINAL PRODUCT The final product, inspired by biomimicry is a triangular prism with a retractable opening made with biodegradable materials. To show awareness for the environment, the whole package, from materials to assemblage, is made with biodegradable ingredients. The paper is biodegradable, with its text printed using soy-based ink. It is coated with soy wax on both sides to prevent oil from the . The ribbon is made with fibers from silk worms and dyed with vegetable dye. The container is assembled using casein, a milk-based glue. Lastly, the bag used to hold the seeds are made from abaca pulp, cellulose, and sealing fiber, with semi see-through qualities similar to that of a teabag. The package is measured 5’’ x 3’’ x 2’’, allowing for up to 55g of peas. The opening, controlled by pulling the tab on the bottom, allows the peas to be dispensed at any time while keeping the freshness of the snack. As an alternative, the container can be opened perfmanently from the side by pulling the tab. In addition to the actual snack, free pea plant seeds are attached to encourage consumers to plant pea plants and increase environmental awareness. The container alternatively functions as a pot for planting after the consumption of the snack, with instructions on planting the seed placed inside the box. There is also on the back of the package that further introduces a campaign to win a prize for sharing photos of the planting process online.

Final Packaging

DESIGN ANALYSIS INTRODUCTION

PROBLEM STATEMENT

The main objective of Easy Peasy Inc. is to spread the awareness of roasted wasabi peas, an Asian snack, to an audience unaware of the product. The company aims to rebrand the snack and introduce the new snack so that people who are unfamiliar with the product can enjoy it as well. The designers of the product are those who are enthusiastic about the product, and has great knowledge about the productâ&#x20AC;&#x2122;s history, and enjoys the product as much as the consumers will. They will be responsible for using their knowledge and experience of the food product to create a new brand identity of the company and promoting the company â&#x20AC;&#x2DC;s products through innovative designs.

The company strives to establish a brand that will gain the trust of the consumers through solving the current existing problems of roasted peas. Today, roasted peas are typically packaged in bags, most of which are not resealable. In addition, the snack can be hard to retrieve from the bags without spilling getting the hands dirty due to the small size of the peas and narrow, flat opening of the bag. While there are individual small packs available, the excess use of synthetic plastic is harmful to the environment. And although the snack is well-known amongst people of East Asian descent, others with little knowledge of East Asian culture are unaware of its existence. This is likely due to the fact that most packaging for the snack are typical of Asian snacks and does not stand out among other snacks in the United States. Another factor is that most companies only provide wasabi as a flavor, which can be an acquired taste. Therefore, it is important to address the above problems in order to successfully introduce the snack to a new audience.

OBJECTIVE In the first year, Easy Peasy Inc. plans to rebrand the snack and prepare for its production. With the beginning of production, the product is scheduled to distribute to grocery stores and superstores located in California. In the second year, along with further research into possible marketing strategies for the product, Easy Peasy Inc. will launch its online website, which will allow online orders of the snack as well as merchandise to increase the promotions. In the third year, the company plans to release new flavors and merchandise after further research, and hope to open its own store with an increase in its popularity. In its fourth year, the company ultimately plans to expand to European markets and continue to spread awareness of the snack.

Final Packaging 34

METHODOLOGY

EVALUATION

First Year: Production & Distribution The company plans to gather its team leaders and members and together, establish the rebrand of the snack and prepare for its production. The company will begin the release with four different flavors. The communication, marketing, and delivery team will work together to negotiate possible distribution locations. With the start of production, the production and delivery team will distribute the products to grocery stores and superstars in California, such as Safeway, Target, and Walmart. Along with the sales, the design team will come up with innovative advertisement materials to be posted on billboards along the highways that are congested and next to bus shelters near middle schools as a way to attract the target audience, who will be mostly Caucasian middle school students.

To track progress, there will be a meeting amongst all team members every week. Marketing research and analyses will be performed every month by the marketing team to track progress of the product in stores. An agenda with plans and announcements will be put together by the team leaders to maintain the flow of the meetings. New products will be released with the assistance of the marketing team, design team, and production team. There will a quality control team, who will perform taste tests every month to ensure the quality of the products. Data will be collected from the quality testing and marketing team through the taste tests and surveys. Results will be organized by the analyst team.

Second Year: Online Store The marketing team will perform marketing analyses on sales to create new marketing strategies for the product. When sufficient research has been done, the teams will work together to launch an online store with the main product as well as other merchandise to fit the target audience. Production of the merchandise will be negotiated by the communication team. Third Year: New Flavors & Merchandise, New Distribution Locations The marketing team will perform further marketing research and together with design team, proceed to release new flavors and merchandise on the online store and in local stores. After gaining sufficient funds, the communication, marketing, and delivery team will negotiate stores outside of California as an effort to spread distribution of the product nationwide.

SUMMARY Easy Peasy Inc. aims to increase recognition of the Japanese roasted pea snack by creating a new brand identity, proving its potential health benefits and convenience to the consumers. Through marketing research, analyses, and quality control, the company ensures quality and care for the products in order to maximize satisfaction from the consumers. Easy Peasy Inc. hopes that through constant quality control and consideration for the audience, the company will reach its goal of spreading the joy of the snack worldwide.

Fourth Year: Physical Store With sufficient popularity and demand, the company will open specialty stores in several locations. The human resources team will search for potential individuals to manage the stores. Through marketing analyses by the marking team, they will be opened in places with the greatest demand for the products.

Final Packaging

Fifth Year: Expansion Towards European Market The company will accordingly plan for expansion towards foreign markets to further spread knowledge of the snack, using similar strategies as above.

(530) 123-4567 www.easypeasy.com easypeasy@gmail.com

Annie Hu DES 116 Fall 2017