Mangia Process Manual by Antonia Tribuzi

Mangia PROCESS MANUAL

TABLE OF CONTENTS

04 05 09 13 23

Introduction Research Logo Design Graphic Standard Packaging

INTRODUCTION

The Mangia brand seeks to combine Italian culture with the culture’s classic food of coice, pasta. The essential goal of the product and it’s packaging is to help consumers to measure their food for a healthier lifestyle. Manned with our new and improved packaging, consumers can easily and accurately measure their carbohydrate intake. With measuring tools built into the packaging, there will be no more guessing involved. Mangia seeks to improve the lifestyle of people everywhere by bringing an authentic base and taste to all Italian food dishes. As they say in Italia, “Buon Appetito!”

R E SEARC H

BIOMIMICRY STUDIES: BAMBOO SHOOTS

FORM & FUNCTION

APPLICATION

PACKAGING

Bamboo, the largest member of the grass family, is incredibly sturdy and creates a unique, hollow, cylindrical form that can be utilized in many different ways. The structural compounds of the bamboo plant itself is both especially strong, rivalling the strength of normal wood, brick, or concrete, and fairly tensile, allowing it to be adapted into versatile structures. The hollowness also allows the bamboo to retain water inside of it, proving it to be a sustainable source of water and community when applied to large forests.

Bamboo’s structure primairly allows for maintaining physical integrity in order to prevent structural failure. The bamboo plant itslef can be used to build and hold structures in place due to its strengh and pliable nature. It’s been integrated into interior design as well as architecture. The hollowness of the bamboo allows for its other main function of water storage. Since it retains water easily, bamboo forests are able to flourish easily. Bamboo is already a natural package and transportation device, making it ideal for packaging.

There are several tubular packaging strategies that explore the use of the actual bamboo plant. While very attractive and intricately made, an important part of consumer culture is the disposal of products, so perhaps a more biodegradable material would be necessary. There are also plenty of products that emulate bamboo, like Aveda’s Pure Nature collection.

BIOMIMICRY STUDIES: KELP SPIRALS

FORM & FUNCTION

APPLICATION

PACKAGING

Spirals are a naturally and perfectly formed shape that occurs all over nature. They are formed everywhere, but one of the less well known forms of this shape are seen in bull kelp forests, like the ones on the coast of Monterey, California. In these forests, the kelp is spun around into a spiral by the surrounding ocean, allowing it to seamlessly flow around itself into long stalks. The stalks and the bulbs stemming from them curve in a logarithmic function pattern, thus forming the spiral.

CREATIVE BRIEF NEEDS

BACKGROUND

PROJECT OVERVIEW

MESSAGE

PROJECT STRATEGY

AUDIENCE

Most pasta boxes have desired serving sizes written on the box, but the consumer would need to use extra tools to measure out the exact ratio of pasta to water, thus using more time that could be spent on other things. Nowadays, most consumers eyeball the amount of pasta and water necessary to cook the pasta as quickly as possible. Mangia is here to help.

When completed, the Mangia brand will have been integrated into several different design aspects. The packaging itself will depend on what type of pasta is inside, but will always consist of tubes of pasta made of recycled cardboard, 8.5 inches tall with a 4 inch diameter, and windows into the tubes to view the noodles. Depending on the type of pasta inside, the lids will either be screw tops that have measuring notations on the inside or twisting tops with holes to determine the different serving sizes. These will be displayed in their own display unit in stores, with each unit stacked on top of another to emulate bamboo shoots, thus incorporating biomimicry.

When making pasta, hardly nobody ever takes the time to measure out serving sizes. Nobody wants to take the time to get out a measuring cup and measure out pasta along with the correct water ratio. Everyone estimates the right amount, and it doesn’t particularly matter that they do because pasta is not difficult to cook. Pasta usually always comes in a box for easy pouring, while more “gourmet” pastas are sold in bags. However, neither of these approaches focuses on the correct serving size of a cup or more. Most recipes call for 1 box of pasta too, thus perpetuating the stigma that pasta must come in a box.

Mangia is the most authentic and easily accessible pasta brand.

Everybody buys pasta. Ideally, our main audience is the primary cook of a household. Our brand is accessable to all incomes and on a national basis. The allure to this brand is it’s accessible measurement system built into the packaging, so it’s more friendly to health conscious consumers.

LOGO D ESIG N

BRAINSTORMING & SKETCHES BRAINSTORMING

Pasta was my immediate choice for a food package to redesign. As I am Italian myself, my family cooks a lot of pasta with at least 3 of the 7 nights of the week including a pasta dish for dinner. I wanted to play with simplistic shapes while also incorporating Italian culture into either the name, the logo, or both.

WORD LIST

One of the ways that I brainstorm different ideas is through words and their associations. Listing different words and then categorizing them helped me tremendously in figuring out my brand and my packaging.

PASTA TYPES Farfalle Penne Linguine Spaghetti Orchiette Lasagne Canneloni Fettucine Orzo Rotini Pastini

ITALIAN WORDS Mangia Buon Appetito Cena Pranzo Pronto Molto Bene Grazie Rustico Umbria

SKETCHES & MOCK-UPS SKETCHES

Initially, I was obsessed with the bowtie shape of farfalle pasta. I came up with a simple line drawing of it and wanted to utilize it as much as possible for my logo and brand. After coming up with the name “Mangia,” I immediately moved towards a more typographic treatment for my logo and brand.

MOCK-UPS

Once I started to mock-up some of my sketches, it became clear that my logo was going to revolve around the typographic treatment of the word “Mangia.” I tried to utilize the bowtie line drawing as a staging area for the text, but the more I played around with it, the more I realized it was not working, much to my dismay.

Mangia Mangia Mangia

Mangia

Mangia Mangia

Mangia

Mangia 11

FINAL DESIGN

Ultimately, my final logo consisted of a typographic treatment, with the farfalle noodle integrated in a minor way. The main features of my logo are the farfalle noodle integrated as the body of the i rather than the dot, as I initially integrated it, and the slanted capital M. The typographic treatment instead of creating a symbol with the farfalle noodle as the background ultimately works better and can be integrated in more ways. The farfalle noodle by itself can also be used as the mark for the brand when the full typographic logo is not needed.

Mangia M Mangia

G RAPH IC STAN D ARD

MARKS & DIMENSIONS

PRIMARY MARK

The primary mark is to be used on all promotional material as well as anything that requires the brand name to be prominent.

SECONDARY MARK

The secondary mark is to be used when the text logo is not completely necessary. This mark is a simple line drawing of a farfalle noodle, which is used as the I in the primary mark.

Mangia

STAGING AREA

The necessary staging area for the logotype is 1/2 of an inch in order for the logo to have enough breathability.

MINIMUM SIZE

Each mark can be a minimum size of one inch for print and approximately 65 pixels for web. This ensures the logoâ&#x20AC;&#x2122;s ability to effectively communicate the brand to itâ&#x20AC;&#x2122;s audience.

Mangia Mangia 1 in.

COLOR PALETTE & TYPOGRAPHY COLOR PALETTE

I chose the burgundy as my main color because of it’s perceived elegance, its relation to wine and it’s fairly close relation to the red in the Italian “tricolore.” I ended up choosing a light beige for when the logo and the mark’s colors are inverted to appear on a darker background, which would most likely be the burgundy.

TYPOGRAPHY

I chose the Acryle Script fontface because I loved the way the lowercase g curled under the i and the a of “Mangia” perfectly. It provided an interesting elegant feel that didn’t feel too unwelcoming. I chose Avenir as my body copy text because I liked it’s openness and fairly wide letterforms.

Acryle Script

AB CD E FG H I JKLMN O PQRST U VWXYZ a b c d e f g h i j k l m n o p q r s t u v w x y z Pantone Solid Coated 1955 C CMYK (0, 85, 61, 48) RGB (133, 20, 52) Hex: #851434

Avenir Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Avenir Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Avenir Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Pantone Pastels Neons Coated 9060 C CMYK (0, 2, 11, 0) RGB (255, 249, 228) Hex: #FFF9E4

Avenir Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

ACCEPTABLE LOGO USES

Mangia Mangia 16

Mangia Mangia

UNACCEPTABLE LOGO USES

Mangia DO NOT stretch or squish the logotype or mark

Mangia

DO NOT change the dimensions of any lone part of the logotype

a i g an

DO NOT rotate the logotype or mark

Mangia

DO NOT recolor the logotype or mark

Mangia DO NOT replace the farfalle i in the logotype or rotate the M in any direction

DO NOT recolor or fill in the mark

BUSINESS SYSTEM

LETTERHEAD

The letterheadâ&#x20AC;&#x2122;s simplistic front design is complemented by the backsides color and farfalle design. The farfalle shape will be visible through the letterhead, and would be the first thing the reader sees upon opening the envelope, as the letters will be folded with a standard trifold.

M Mangia

Mangia Antonia Tribuzi P: 650-555-5174 P.O. Box 000000 Davis, CA 95616 mangia.com

May 2nd, 2016 Ava Merkel 2040 Portage Bay S Davis CA , 95616 Dear Ms. Merkel Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean ut ipsum eget massa hendrerit vestibulum vel in velit. Donec pretium neque velit. Aliquam porta lectus nec mauris ornare venenatis. Vivamus non est turpis, et cursus sem. Mauris vehicula erat in diam auctor at bibendum nisl lacinia. Morbi imperdiet neque vehicula nunc convallis gravida. Vestibulum iaculis pretium placerat. Integer consequat, est sit amet facilisis eleifend, nibh nibh varius orci, eget dapibus arcu dui non purus. Pellentesque in magna mauris. Duis enim sapien, dictum vitae condimentum a, pulvinar vel lacus. Mauris et molestie nibh. Vestibulum vitae nulla at metus elementum porta sit amet interdum elit. Nulla sollicitudin neque eu nulla volutpat congue. Etiam pellentesque, velit id dapibus fermentum, turpis sapien ornare dui, ac tincidunt ligula odio congue purus. Nunc sed ante dui, in porta lectus. Cras nec sem lorem. In hac habitasse platea dictumst. Maecenas id diam quis dui porta tristique. Sed id egestas felis. Donec ullamcorper mattis posuere. Phasellus fermentum eleifend tortor vel dapibus. Vestibulum ante ipsum. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean ut ipsum eget massa hendrerit vestibulum vel in velit. Donec pretium neque velit. Morbi imperdiet neque vehicula nunc convallis gravida. Vestibulum iaculis pretium placerat. Integer consequat, est sit amet facilisis eleifend, nibh nibh varius orci, eget dapibus arcu dui non purus. Pellentesque in magna mauris. Duis enim sapien, dictum vitae condimentum a, pulvinar vel lacus. Mauris et molestie nibh. Vestibulum vitae nulla at metus elementum porta sit amet interdum elit. Nulla sollicitudin neque eu nulla volutpat congue. Aliquam porta lectus nec mauris ornare venenatis. Vivamus non est turpis, et cursus sem. Mauris vehicula erat in diam auctor at bibendum nisl lacinia.

Size 8.5 X 11 in. Margins .7 in. on left and right 1.8 in. for the top Typeface Avenir Book

Sincerely,

Antonia Tribuzi mangia.com P: 650-555-5174 P.O. Box 000000 Davis, CA 95616

BUSINESS SYSTEM

Mangia

BUSINESS CARDS

The business cards are standard three inch by two inch in size with a quarter inch rounded edges for a more ergonomic flow to match the rounded corners of the logo. The front is the reversed logo with the burgundy as the background color and the logo in beige. The backside of the business card displays the information about the person and the company. The persons name is in 14 pt. Avenir Light, while the subhead is 10 pt. Avenir Book. The information on the right is in 8 pt. Avenir book and is equally spaced from the edge as the title on the left. The rule in the middle is reminiscent of the farfalle noodle that appears inside the logo itself. Size 3.5 X 2 in.

Antonia Tribuzi

Graphic Design Director

antonia.tribuzi@gmail.com (650)787-5174 mangia.com 2040 Portage Bay Davis CA, 95616

Margins .2 in. on left and right .3 in. in the middle Typefaces Avenir Light (Name) Avenir Book

BUSINESS SYSTEM

Mangia 2040 Portage Bay Davis CA, 95616

ENVELOPE

Our standard #10 envelopes are created with the same colors as the logo. The inside of the envelope is the burgundy color, complementing the backside of the letterhead. The front side of the envelope replaces the standard corner return address with a burgundy stripe with the return address reversed out in beige. The farfalle noodle mark is now located on the envelope flap, almost like a sticker sealing the envelope.

Size 9.5 X 4.125 in. Margins 1.5 in. burgundy stripe Typeface Avenir Light (Return address) Avenir Black (Name) Avenir Book (Address)

Ava Merkel 123 Place Street Davis CA, 95618

MARKETING APPLICATIONS ADVERTISING

The main advertising implements would be billboards, bus signs, and truck coverings. Another important aspect of our advertisements would be the website that offers different recipes for different pastas, wine pairings and other such important information. Consumers would also be able to purchase our apparel and pasta from the website. The websites would also be advertised on the packaging label by a QR code in order for easy accessability.

MARKETING APPLICATIONS APPAREL

In addition to the promotional T-shirts, the company would also give out aprons with similar designs on them. The farfalle noodle on the top of the shirt and apron would be used as a faux bowtie, in a humorous fashion. The Mangia logotype would be put on the back of the T-shirt and on the front bottom of the apron.

Mangia

PACK AG IN G

BRAINSTORMING

After researching my case studies, it was clear to me that I wanted to base my packaging on a tubular shape, similar to the bamboo grass. After a lot of measurements, I figured out how large everything needed to be in order to measure out precise servings. The base diameter is 4 inches, making the lids able to hold 2 servings of pasta with their 1.75 inch heights. The storage tube is 8.5 inches in height, which is tall enough to hold 8 servings of pasta, and short enough to fit on grocery store shelves. The twisting lids with the holes on the top are specifically made with long pasta, like linguine, spaghetti, etc. Each of the holes on the top are sized to precise serving sizes, specifcally 1, 2 and 3 servings. Each hole is 0.875 inches, 1.18 inches, and 1.45 inches, respectively. The tube would also have another lid attached to the top in order to stop all the pasta from falling out.

PROTOTYPES

My initial paper prototype was made out of bristol paper, but was not to scale to my initial brainstorming model. However, it served the correct purpose. It showed that my ideas would be well suited for the food that I chose and that the pasta would be easily accessible. My second prototype was made out of a hard cardboard mailing tube and chip board for the lids. The chip board was very difficult to form into tubular shapes, meaning that I need to find a more pliable paper for the final model. The holes in the tube are covered with a small piece of plastic to serve as the window into the tube. The label that I created for the packaging also worked well, with some minor changes.

LABEL

TUBULAR LABEL

The tubular label focuses on the logotype and the farfalle design. The farfalle outline would be outlining the window to see on the inside of the tube and see what sort of pasta is inside. The label on the bottom would indicate what the name of the pasta type is in the same fontface as the logotype. The labelâ&#x20AC;&#x2122;s seam would be in the back between the nutritonal facts and the mission statement paragraph.

Mangia N

Mangia rvi 3 Se ngs

erving 1S

rvin 2 Se gs 2 OZ

Each type of lid is designed with a top to match the colored band of the tubular label. For the regular pasta sizes and cups, interior labels will assist the consumer to measure their pasta. For long pasta, the lids have holes to measure out different amounts according to the different serving sizes. These lids would primarily twist around for each hole to be used, rather than the lid being taken off.

4g 45

LIDS

t Wt. 16 OZ (1 Ne LB )

)4 . 16 O Z (1 LB

6 OZ 4 OZ

FINAL PACKAGING

My final packaging prototype works very well. With the use of the mailing tube, it is sturdy enough to hold pasta inside and the measurements are exact to the serving sizes. Each lid is functional as well and successfully measures the correct amount of pasta.

DESIGN ANALYSIS INTRODUCTION

METHODOLOGY

PROBLEM STATEMENT

EVALUATION

OBJECTIVES

PROJECT SUMMARY

Most pasta boxes have desired serving sizes written on the box, but, nowadays, most consumers eyeball the amount of pasta and water necessary to cook the pasta as quickly as possible. Mangia is here to help.

The goal of the Mangia brand is to find a combination between useful packaging that aids consumers in measuring serving sizes for their pasta consumption while also showing Italian culture. The packaging and labeling must include a measuring device that will accompany the pasta so it can be measured into the correct amount of food per serving.

The main objectives were figuring out how to incorporate the measuring tools in the packaging and how to combine Italian culture and food into the brand. The brand is our first objective. Once the brand is established the packagin should be able to be developed.

First the brand must be established in order for the packaging and labelling to follow suit. After brainstorming brand and logo ideas, the designers landed on a name, a logo, and a color scheme. Once the brand was established, the packaging ideals were worked on. After researching different types of biomimicry, mainly bamboo and kelp spirals, the designers were able to come up with a package that filled the measurement criteria, developing the lids as the measurement tools. Next, the labelling came easily, as the package itself had already been thought of and created.

Consumers are the primary targets for this brand, so consumers will be the evaluators. When the product is initially launched and consumers purchase it, there will be an incentivised survey/evaluation they can complete in order for the company to learn and evolve from their initial ideas. If the consumers actually use the measuring tools put in place on the packaging, then the brands overall objectives will have been met.

The usability of the project is successful, as the use of the measuring tools has caught on with the consumers. The marriage between the brand and the package works well, the packaging is sustainable and used how it is supposed to and the brand motivates consumers to understand the Italian culture as well as how to live healthfully.

Mangia MANGIA PROCESS MANUAL Antonia Tribuzi DES 116 Spring 2016