ALGAE
PROCESS BOOK BELLE DANKONGKAKUL
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INTRODUCTION Hello, this book will take you through my design process for a new brand of seaweed snacks called, ALGAE.
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CONTENTS
5 IDEATION Initial Ideas Word Association
7 RESEARCH Biomimicry Case Studies Needfinding Creative Brief
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12 LOGO DEVELOPMENT Initial Sketches FInal Logo
16 GRAPHIC STANDARD Layout Final Spreads Product Development Graphic Applications
24 PACKAGING Initial Design Dielines Prototypes Flavor Profiles
30 FINAL PRODUCT Front Design Back Design Final Packaging
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INITIAL IDEAS When I first got the idea to redesign seaweed snacks I loved the idea of using lightly colored blue, transparent plastics for the packaging to represent the ocean water. Together the overlapping transparent packages would create a deeper and darker blue.
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SEE WEE
WORD ASSOCIATION
PLASTIC WATER QUALITY
To get the ideas flowing I like to do word associations to find what qualities are most important to me and what imagery I’d like to design around. The words clean and crisp stuck with me the most, and organic is one I kept in mind throughout.
OCEAN
Seaweed Snacks
CLEAN
CRISP
ORGANIC
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NEEDFINDING Once I figured out I wanted to redesign seaweed snacks, I started looking at current packaging styles and found a need for a new and contemporary brand of seaweed snacks. All the current brands were outdated and packaged the same way in foil.
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Objective Create a new brand of seaweed snacks that will stand out from it’s competitors. First and foremost by it’s look and feel, but also for it’s transparency in how it sources it’s raw materials and how they value and treat their employees.
Strategy When finished, Algae will be a new brand of seaweed snack different from the rest. It will be contemporary with a clean and simple design that will use materials that reflect it’s values in natural and organic material.
Message
CREATIVE BRIEF In order to design a product that will be successful in it’s market it is important to write a creative brief. The brief reminds me of who i’m designing for and how I can improve that product.
Algae may not be the most appealing title for a savory snack, but that is exactly what seaweed is. Our company values honesty and we will provide our customers with that raw honesty and transparency as long as we can.
Background Seaweed snacks are steadily growing in popularity for it’s health benefits and low calorie intake. Before they were only found in supermarkets specializing in asian foods, but today several brands can be found in more generic markets like Ralph’s and more upscale ones like Whole Food’s. Interest in ethnic foods is growing and will only continue to grow so it is unlikely that the interest for seaweed snacks will go away any time soon.
Audience Our main market will be grocery stores that focus more on high quality, natural foods like Whole Foods. The market audience will be working class people who shop with a conscious, in that they look for ethically sourced and sustainable foods, and have the means to spend the extra cost for it.
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BIOMIMICRY STUDIES To start developing a logo for the brand I studied three different things in nature to learn from them. I explored their outlines and colors in order to better design a logo.
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Beach Waves Waves crashing on the beach are a common known relaxing sound and the beach, in general, is a place people go to relax. My focus is on the calmer waves that do not pick up into a curling wave, rather they wash up onto the shore one after the other and return back to the ocean. Product Association Waves are born with the winds. Like all things in life there is a driving force that results in a final product. I focus my biomimicry studies on the softer waves because in order to create a sustainable product one cannot come crashing
Red Seaweed A different type of seaweed that is more recognizable and has a different shape and color. Red seaweed is also edible, but it’s used in food items like yogurt and chocolate milk, not seaweed snacks. Product Association Though this type of seaweed is not what seaweed snacks are made of, these images can still offer a different form that can be represented on the packaging. The bright variations of red could also be pulled directly from the images to use on the design.
Porphyra Porphyra is a genus of red algae used to make Nori seaweed used in sushi and to make seaweed snacks. They grow in cold, shallow seawater. Now that demand has increased it is now farmed. Product Association My product is seaweed snacks so it is important for me to study and analyze the raw material. The raw material itself has great qualitites that can be translated to the brand identity and packaging. The translucent quality of the seaweed paired together with the various colors and gradients found on it’s surface will serve as great elements.
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LOGO: INITIAL IDEAS My initial sketches revolved around the type of algae seaweed snacks are actually made from: Porphyra. However, survey results showed that it was unrecognizable as seaweed (looked more like lettuce). So I went back to the drawing board and start sketching different types of seaweed. At first I thought I was going to name the brand Seeweed to match the transparent materials I wanted to use, but it ended up feeling to playful for the higher class, contemporary brand I wanted to create.
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SEE WEED SEE
S
WEED
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LOGO DEVELOPMENT To make the final logo illustration I took two of my favorite seaweed vectors and combined them together. I varied the shades of green and made the other smaller so together it looked fuller. Later, I edited the left illustration to fit with the right illustration better to make it look like they were sprouting from the same point.
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FINAL LOGO
ALGAE
I chose to use all caps for the company name so it would be bold and contemporary.
SEAWEED SNACKS
ALGAE
SEAWEED SNACKS
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GRAPHIC STANDARD Once I knew I wanted to use different color stripes for each of the flavors, I decided to apply that graphic element to everything ALGAE starting with the graphic standard book. The edges of the pages would have full bleed stripes of color to separate the different sections of the book.
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C: 36% M: 46% Y: 25% K: 0%
R: 167 G: 140 B: 159
#a78c9f
C: 27% M: 13% Y: 0% K: 0%
R: 181 G: 202 B: 233
#b5cae9
C: 23% M: 1% Y: 16% K: 0%
R: 195 G: 226 B: 216
#c3e2d8
STANDARD COLORS After I chose a recycled brown paper as my main material, I then had to create a palette that would compliment it. Colors that wouldn’t appear dark next to the brown and ones that reflect the flavors.
The main material for all graphic and packaging content is a recycled brown paper that has a texture that portrays a raw and organic feeling.
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FINAL SPREADS I used the brown recycled paper for both the front and back cover. Titles and supporting paragraphs were aligned to their corresponding sides and up to the upper left.
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PRODUCT DEVELOPMENT When choosing products to apply the ALGAE brand and logo to, I looked for high quality items only. I skipped the average canvas bag and went for leather to show the high quality feel I wanted to achieve. As for the water bottles I chose clear bottles with clear tops to fit with my word list of “crisp” and “clean.”
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GRAPHIC APPLICATIONS ALGAE 142 Stratton St. Davis CA, 95616 (818) 989-2377 www.algae.com
I kept “crisp” and “clean” in mind while designing all the graphic applications. I incorporated the brown recycled paper and applied the color stripes to everything I could.
ALGAE 142 Stratton St. Davis CA, 95616 (818) 989-2377 www.algae.com
ALGAE 142 Stratton St. Davis CA, 95616
RECIPIENT NAME 100 Shields Ave Panorama, CA 91402
ALGAE 142 Stratton St. Davis CA, 95616
RECIPIENT NAME 100 Shields Ave Panorama, CA 91402
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PACKAGING SKETCHES From the beginning I knew I wanted to use some kind of transparency for the packaging, as well as different illustrations for different flavors. I decided I would laser cut the illustrations out of the main material, the brown recycled paper.
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PACKAGING DESIGN The shape of the packaging started out flat but eventually widened out to taper at the top. I stuck with design the rest of the way through because it accomplished everything I wanted.
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PROTOTYPES All my prototypes have kept the same design throughout the process besides the type moving around.
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DIELINES GLUE AREA
ALGAE
ALGAE
FOLD LINES CUTLINES
SEAWEED SNACKS
SEAWEED SNACKS
USDA ORGANIC
NON GMO
Ingredients: organic seaweed, sunflower seed oil, sea salt, wasabi.
Sea Salt FLAVORED NET WT 10 g (.4 OZ)
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FLAVOR PROFILES Each flavor is represented by a color and a different seaweed illustration.
Sweet & Spicy
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Wasabi
Sea Salt
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FINAL : FRONT I kept the front as clean as I could. I chose to display the logo without the illustration because it clashed with the cut out shape.
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FINAL : BACK I only put what was necessary on the back to keep the design as clean as possible. I added simple circle icons for labels noting that the product was organic, gmo free, and ethically sourced.
USDA ORGANIC
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NON GMO
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FINAL PACKAGING I’m very happy with the way my packaging came out. It satisfied all the word qualities I set out to design: contemporary, clean, crisp, and organic.
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