SweetStack - Process Manual by anwanantofon

SWEETSTACK PROCESS MANUAL

Table of Contents

Introduction 2

Creative Brief

Packaging 29

Biomimicry Inspiration

Sketches

Prototyping

Final Dieline

Graphic Standard

Construction

Logo Design Guidelines

Final Package

Business System

Marketing Applications

Promotional Applications

Biomimicry Case Studies 4

Research & Sketches

Conclusion 36

Design Analysis

Introduction This process manual was created to highlight and record the process of establishing the SweetStack brand. It is a comprehensive manual that covers of four key areas: biomimicry case studies, a graphic standard, packaging, and a conclusive design analysis. The following page is a creative brief that lays the foundation for the standard that SweetStack plans to uphold.

Creative Brief

Introduction | 2

NEEDS

PROJECT OBJECTIVE

PROJECT STRATEGY

As a product, there is a need for gummy candies such as SweetStack to serve as a softer, chewable treat. Their size is small and flexible enough to reduce the likelihood of a choking incident. With packaging, there is a need for more playful, resealable, and biodegradable alternatives. There is also a need for simpler ways to open packaging, especially for consumers with some form of hand discomfort.

The objective of SweetStack is to help consumers better portion their candy consumption, with sustainable packaging at the forefront. The quantity of gummies will be sectioned in a manner that can be eaten on separate occassions. The captivating colors of the packaging will draw in consumers and also represent the flavors of the gummy candy.

The project will be the emergence of an exciting brand and representation of a popular product. This will resonate through the Business System (letterhead, business card, #10 envelope) and marketing/ promotional strategies. The marketing strategies will consist of bus stop ads, shipping truck ads, and an online website. The promotional run will consist of merchandise (t-shirts, bags). With the packaging, the sides folds are each 5.25” long, 1.25” high and approximately 3.25” wide (horizontally from center).

BACKGROUND

MESSAGE

AUDIENCE

A 2016 report states that the North American market for confectionery (candy) was $36 billion; at a world standpoint, the number is $176 billion (Source: Euromonitor International Ltd. 2016). The product is gummy candy and is meant to satisfy a desire for sweet flavors. Today, gummy candies fill the niche of being softer on the teeth and reducing the possibility of choking, in contrast with harder, denser candies.

SweetStack is an on-the-go type of candy that is bite-sized, mess-free, and colorfully playful.

Audience members will range from low-income to high-income families. SweetStack gummies are an affordable candy, at no more than $4 dollars for 40-50 pieces. These candies appeal to the youth specifically around the age of elementary to high schoolers (ages 6-18). The candy will be distributed to retail stores, airports, gas stations, and other types of locations by way of shipping trucks.

Biomimicry Case Studies Biomimicry is an approach to designing sustainable solutions to human challenges. This is acheived by emulating patterns in nature, which have been implemented in SweetStackâ&#x20AC;&#x2122;s packaging system. Case studies were performed in order to determine the most efficient and sustainable methods for storing SweetStack gummy candies. The studies observed were pomegranates and tree rings.

Research and Sketches Pomegranates

Image Reference https://pixabay.com/en/pomegranate-fruit pomegranates-1028703/

A pomegranate is a fruit whose outer shell protects the arils, or seeds. These ruby-colored arils are the actual part of the fruit that is consumed, and contains many positive health benefits. It is for this reason that pomegranates are called “superfoods” because they are packed with good nutrients that attribute to optimal health.

Although the arils of a pomegranate are placed randomly within the shell, they are typically sectioned into multiple pieces. These pieces can be uncovered in a manner that is similar to the opening of a flower when exposed to sunlight. The shell is important here because it can withstand the forces of nature that may blow debris on it or dampen the seeds.

The pomegranate served as a large contributor to the development of the Plastiki, a boat made out of plastic bottles. This was to address the continous and expansive issue of pollution, particular plastic waste on a global scale. The biomimicry observed here was the internal pressure of each of the pomegrantate’s sections. This was incorporated into the boat’s design by filling plastic bottles with air pressure to allow large amounts of weight to rest upon it.

Tree rings are rings that are pushed out from the bark while the tree is growing. They expand to form concentric circles that reveal information about different climate events. These events alter the output of carbon in the atmosphere, increase poullution levels, and so on.

The biomimicry observed here are the messages within the tree rings and its concentric nature. Some tree rings can indicate certain messages that audiences can pick up on, solely the rings’ composition. The concentric portion of the rings can take on a stacking form and create a type of hollow structure in which the important elements reside within.

The biomimicry used for tree rings includes creating spiral towers/designs that draw inspiration from one ring revolution. This revolution is then applied to the remainder of the tower to create a unique design. Furthermore, if the tree ring’s center is empty and large enough, the rings could serve as a protective encasing for a material or an object.

Tree Rings

Image Reference

Sources

https://pixabay.com/en/wood-tree-bark-tree-bark-log-641009/

http://www.cnn.com/2010/TECH/03/23/plastiki.pawlyn.biomimicry/ http://scottberkley.weebly.com/biomimicry.html

Biomimicry Case Studies | 4

Graphic Standard SweetStackâ&#x20AC;&#x2122;s delicious candies are bite-sized, gummy treats that are easy to chew and share with others. This graphic standard serves as a guide for branding purposes for the SweetStack product. The application of this standard should not be modified in any other format than what is listed here.

Logo Design Guidelines SweetStackâ&#x20AC;&#x2122;s logo adheres to specific regulations revolving around typography, color palette, and dimensions. Do not tamper with any of these properties.

Graphic Standard | 6

Typography The SweetStack brand consists of two typefaces, Quicksand and Verdana. Quicksand serves as a pleasant display font, utilized for the logo. Its rounded, sans-serif makeup complements the roundedness of the candies. Verdana was used for the business system and other important pieces of content.

Quicksand Regular

Quicksand Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*()

Verdana Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*()

Graphic Standard | 7

Color Palette SweetStack’s color palette draws inspiration from the different flavored candies (orange, watermelon, cherry, strawberry, and green apple). They are bright and inviting colors that complement the rich blue color of the logo’s type.

PANTONE 2728 C CMYK 87, 70, 0, 0 RGB 53, 92, 170 HEX #355caa

PANTONE 186 C CMYK 18, 98, 79, 8 RGB 189, 38, 59 HEX #bd253a

PANTONE 178 C CMYK 0, 63, 55, 0 RGB 244, 126, 107 HEX #f37e6a

PANTONE RED 032 C CMYK 6, 86, 85, 0 RGB 227, 75, 57 HEX #e24b38

Graphic Standard | 8

PANTONE 1665 C CMYK 0, 67, 99, 0 RGB 244, 117, 34 HEX #f37522

PANTONE 375 C CMYK 31, 1, 74, 0 RGB 185, 213, 109 HEX #b8d46c

Logo Dimensions The dimensions of the SweetStack logo are represented by a factor of “x” (inches). The logo’s width is approximately twice as large as the height.

SWEET STACK Graphic Standard | 9

Acceptable Logo Variations Color (horizontal)

Color & Grayscale (vertical)

SWEETSTACK

SWEET STACK

SWEETSTACK

SWEET STACK

White background, blue copy

Blue background, white copy Graphic Standard | 10

Unacceptable Logo Variations

Sweet STAC DO NOT add or remove words/letters.

SWEET STACK DO NOT rotate the logo.

SWEET STACK DO NOT alter the logo’s colors.

SWEET STAC K DO NOT alter the logo’s dimensions.

SW EE T STAC K DO NOT alter the logo’s typography.

Graphic Standard | 11

BUSINESS SYSTEM The business system of SweetStack is a cohesive unit that enables this company to conduct professional business with consumers, companies, and other types of entities. The complete system includes a letterhead, business card, and #10 envelope.

Graphic Standard | 12

Business Card The typeface used for the front side of the business card is Verdana; a bold weight is used for the “Business Hours” line and the CEO/Founder name. The font size for all copy below the CEO’s name is 5pt, whereas the CEO’s name and position directly below is 7pt. 3.5” 0.58”

0.58”

0.23”

SWEET STACK 2”

Anwana Ntofon CEO & Founder

SWEETSTACK.COM

1.64” 1.1”

Business Hours (PST/PDT) Monday-Friday, 8am-5pm Saturday, 9am-3pm

(408) 999-9999

289 Juniper Road San Jose, CA 95008

sweetstack@gmail.com

0.61”

0.32”

0.21”

0.2”

0.18”

2.33” 3.1” Graphic Standard | 13

Letterhead 8.5”

0.95”

0.2”

0.89”

0.28”

SWEET STACK

289 Juniper Road San Jose, CA 95008

sweetstack@gmail.com (408) 999-9999

1.1” June 7, 2017

Dear Ms. Davis,

The letterhead has a clean, minimalistic design. SweetStack’s persona resides at the bottom of the page, as shown by the trail of candies. These candies also span the width of the copy, for added cohesion. The contact and address info is placed in the top right-hand corner of the letterhead for quick identification.

At SweetStack, we create the most popular and flavorful candies in the country. Our product consists of a variety of flavors and patterns, appealing especially to younger audiences. The “stack” in SweetStack represents our desire for growth and change. This complements the “sweet”, which is the good and service we plan to output to the world. SweetStack’s delicious candy are circular-shaped, bite-sized treats that are easy to chew and share with friends/family. We appreciate your support and resources you spend in purchasing our product; you made us who we are today. We will continue to make the world a better place by providing joy and tasty treats to those who wish to enjoy them. A very big thank you from all of us here at SweetStack: Stay sweet and keep stacking!

11”

Sincerely,

Anwana Ntofon SweetStack CEO & Founder

3.4”

0.24” 1.21”

6.1”

Graphic Standard | 14

#10 Envelope 9.5”

0.21”

SWEET STACK

PLACE STAMP HERE

289 Juniper Road San Jose, CA 95008

4.125”

Lorem Ipsum 323 Peachy Avenue Mountain View, CA 94042

0.8”

1.4”

0.9”

The #10 envelope consists of the logo and sender’s address in the top left corner. The recipient’s name and address is located in the center of the envelope (front). The flap on the back of the envelope illustrates the SweetStack brand by the use of the row of candies, similar to the back of the business card.

0.2”

0.33”

Graphic Standard | 15

Final Layout NOTE: Original dimensions listed below, scaled down with proportions intact.

SWEET STACK

289 Juniper Road San Jose, CA 95008

sweetstack@gmail.com (408) 999-9999

June 7, 2017

Dear Ms. Davis,

SWEET STACK

SWEETSTACK.COM

Anwana Ntofon CEO & Founder

Business Hours (PST/PDT) Monday-Friday, 8am-5pm Saturday, 9am-3pm

(408) 999-9999

289 Juniper Road San Jose, CA 95008

sweetstack@gmail.com

3.5” X 2”

SweetStack’s delicious candy are circular-shaped, bite-sized treats that are easy to chew and share with friends/family. We appreciate your support and resources you spend in purchasing our product; you made us who we are today. We will continue to make the world a better place by providing joy and tasty treats to those who wish to enjoy them. A very big thank you from all of us here at SweetStack: Stay sweet and keep stacking! Sincerely,

Anwana Ntofon SweetStack CEO & Founder

SWEET STACK

PLACE STAMP HERE

289 Juniper Road San Jose, CA 95008

Lorem Ipsum 323 Peachy Avenue Mountain View, CA 94042

8.5” X 11” Graphic Standard | 16

9.5” X 4.125”

MARKETING APPLICATIONS SweetStackâ&#x20AC;&#x2122;s marketing system empowers the brand in terms of a virtual and physical presence. This is acheived by means of vehicles, bus stops, and a website.

Graphic Standard | 17

Advertising

Graphic Standard | 18

Transportation

Graphic Standard | 19

Website

Graphic Standard | 20

PROMOTIONAL APPLICATIONS Currently, SweetStackâ&#x20AC;&#x2122;s promotional materials include apparel (i.e. t-shirts) and bags. These serve as an extension of the product and aim to provide exposure and establish a real-world presence.

Graphic Standard | 21

Apparel

Graphic Standard | 22

Graphic Standard | 23

Graphic Standard | 24

Bags

Graphic Standard | 25

Graphic Standard | 26

Graphic Standard | 27

Packaging The intention for SweetStackâ&#x20AC;&#x2122;s packaging is to serve as a sustainable alternative to plastic-based packaging in todayâ&#x20AC;&#x2122;s market. Furthermore, its packaging structure is designed to better control portions of candy consumed. The approach of biomimicry was helpful with the construction of this package and its efforts to support future sustainable package systems.

Biomimicry Inspiration - Pomegranates Out of the two case studies observed (pomegranates and tree rings), the decision was made to explore and deconstruct a pomegranateâ&#x20AC;&#x2122;s physical structure and its other beneficial properties. The seeds of the pomegranate are called arils and are meant to be consumed. They resemble the shape of an almond which serve as the shape of the packaging for aesthetic purposes. On a more functional level, the packaging is sectioned horizontally to divide the total amount of candies. This is similar to the sectioning of the pomegranates, which is naturally achieved by the white membrane. SweetStack studied these types of properties to design the best sustainable package on the market.

Packaging | 29

Sketches The pomegranate aril shape was explored through the package development stage. The intentions were to create a stackable packaging that could be separated as individual pieces. There were also ideas of perforated lines to divide the two flavors present per individual package. Ideally, a total of four individual packages would be combined to form the overall one package. Other ideas explored a more cylindrical base, to fit easier in a consumerâ&#x20AC;&#x2122;s hand (see far right). A twisting mechanism at the base would release the candy at the desired flavor.

Packaging | 30

Prototyping

Being that the biomimicry of SweetStackâ&#x20AC;&#x2122;s packaging is based upon a pomegranate, a similar shape was explored in the paper prototype. The top and bottom faces are the basis for this shape, and its flat makeup enables it to stand on its on and stack on top of other packages. The spacing here is also important because it defines the amount of candy portions that exist within one SweetStack package.

Packaging | 31

Final Dieline The final dieline illustrates the flat structure of the SweetStack package. There are two side folds and two top and bottom folds, merging into one holistic shape. NOTE: Not to scale.

Packaging | 32

Construction The type of paper used for the final dieline is a thick matte paper. It was cut by hand and assembled using adhesive materials. The width of the package is approximately 3.3” wide, 1.25” tall. Each of the flaps are 5.25” long and meet at one point.

Packaging | 33

Final Package SweetStackâ&#x20AC;&#x2122;s final packaging stands on its own. It should be shelved in a way that allows consumers to clearly see the logo (see top right image). Within the package, its bottom is covered with wax paper to better preserve the gummy candy. Small stands are placed on top of the wax paper, which provide a support for the candies to rest on. Each package should contain exactly twelve pieces of gummy candies, six for the two different flavors listed on the top face of the package.

Packaging | 34

Conclusion This concludes SweetStackâ&#x20AC;&#x2122;s comprehensive process manual. The development of the SweetStack brand was recorded through sketches, case studies, digital designs, and a physical package. The following page is comprised of a design analysis of this project. Topics range from problem statements to evaluating the completion of various objectives.

Design Analysis

Conclusion | 36

Introduction

Problem Statement

Objectives

The purpose of SweetStack is to provide a sustainable approach to packaging and to help consumers better control their candy consumption. The designer involved is one who will honor SweetStack’s graphic standard and other regulations centered around the brand. They will help convey SweetStack’s persona to its intended market and other individuals/entities.

Being that SweetStack consists of gummy candies, this mainly taps into the market of the youth. A 2016 news article reads that kids and teenagers ingests high levels of sugar (Source: http:// health.usnews.com/wellness/ articles/2016-08-23/your-kidsare-eating-way-too-muchsugar-aha-says). Moderation will not only bring about decreased sugar intake levels, but improve the health of today’s youth.

This project is meant to help people audit the amount of candy they ingest while providing them with a sustainable package. The project traverses the branding, business, and marketing process to create a sustainable package that is more environmentally friendly. SweetStack aims to achieve these objectives in a threeyear span. In the first year, SweetStack will enter retail stores at a small scale, appearing in a few cities in northern California (i.e. San Jose, Oakland). Years two and three will be when SweetStack expands to neighboring states and more sections of the U.S.

Methodology

Evaluation

Project Summary

The two main vehicles that will be used in carrying SweetStackâ&#x20AC;&#x2122;s objectives are marketing strategies and promotional runs. Good marketing will provide different levels of awareness in the market of interest, and introduce new consumers to the confectionery industry. Marketing tools such as bus stops, shipping trucks, and online presence are tangible experiences that people have on a frequent basis.

To ensure the completion of the aforementioned objectives, there will be monthly customer surveys when customers purchase the candy at the register. In addition, there will be sales committees who track the progress of new items in the inventory to gauge its purchase rate.

The results of this project yield an alternative, more sustainable packaging system. Along the way, some problems include the requirements of incorporating biomimicry into the packaging and acquiring materials that made sense.

Once a high level of awareness is noted, consumers will begin to purchase the product within year one. This is when smallscale promotional runs will take place, leading into large scale events in years two and three. Clothing and nonclothing manufacturers will collaborate with SweetStack to create material that consumers can support.

This data will be collected in the form of physical (i.e. documents) and virtual environments (i.e. kiosk). In addition, it will be reported at meetings in which managers inform employees focused around these items about the productâ&#x20AC;&#x2122;s success and placement strategies to increase its purchase rate.

Extensive research was necessary in order to produce a cohesive, purposeful body of work. The approach to this project was to establish a solid foundation for the rest of the brand to grow and form into a complete project. In conclusion, the requirements were met and a brand identity and sustainable package was created.

Conclusion | 37

Anwana Ntofon | DES 116 | Summer 2017