PACKAGING PROCESS
RESEARCH
A M ER I C A N A I R L I N E S - PACKAGING 1 - BRYCE SHAWCROSS
RESEARCH
HISTORY
On the morning of April 15, 1926, a young
tract. It was one of scores of companies that
American Airlines, Inc. American Airlines is owned
aviator named Charles A. Lindbergh stowed a
eventually consolidated to form the modern-day
by AMR Corporation.
bag of mail in his little DH-4 biplane and took
American Airlines.
off from Chicago for St. Louis. Later that day,
AMR has ordered 460 new planes 260 A320neo from
he and two other pilots flew three plane loads
The consolidation began in 1929, when The
Airbus and 200 737s from Boeing over the next 5
of mail from St. Louis to Chicago.
Aviation Corporation was formed to acquire
years and take options and purchase rights for up to
young aviation companies, including Robertson.
465 additional planes through to 2025.
At the time, Lindbergh was chief pilot of Robertson
In 1930, The Aviation Corporation’s airline
Aircraft Corporation of Missouri, which was the
subsidiaries were incorporated into American
second aviation company to hold a U.S. airmail con-
Airways, Inc. In 1934, American Airways became
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RESEARCH
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A M E R I C A N A IR L INES - PACKAG ING 1 - BRYCE S H AWCR OSS
30-60 YEARS YEARS OLD OLD
SUBJECT
NEEDS
TARGET AUDIENCE
AGE DEMOGRAPHIC
AMERICAN AIRLINES
DESTINATION EDUCATION
BUSINESS TRAVELER
MATURE ADULT
EFFICIENCE
125k+
INTELLIGENCE
SIMPLICITY
SUBTLE UTILITY
FINANCIAL DEMOGRAPHIC
PRODUCT LOCATION
5 KEY WORDS
CONSTRAINTS
UPPER-MIDDLE CLASS
AIRPLANE
BRANDING FOUNDATIONS
LIGHT & COMPACT
P R OBL EM
With the rebranding of American Airlines comes a higher price tag, and thus higher standard of client expectation. When the client is flying 8+ hours nonstop, a certain level of preoccupation is required. This object of preoccupation should seem worth the initial seat price, to the standard of the American Airlines client, and be educational.
SOLUT I ON
The American Airlines International Destination Set. This product educates and engages the client en route to their destination using items specific drawn from said destination. The item is presented as a “flight gift� from American Airlines
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ICON
A M ER I C A N A I R L I N E S - PACKAGING 1 - BRYCE SHAWCROSS
LOGO 3 “small size”
REVERSED
PREFERRED
LOGO 2 “monogram”
BLACK
LOGO 1 “preferred mark”
I CO N
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I CO N
1ST MARK
A M E R I C A N A IR L INES - PACKAG ING 1 - BRYCE S H AWCR OSS
GUIDELINES FOR USE
FOR USE ON MEDIA WHERE THE LOGO, INCLUDING THE CLEAR SPACE, IS OVER 2” IN WIDTH.
1X 0.3X 1.5X
1X
2ND MARK
GUIDELINES FOR USE
FOR USE ON MEDIA SPECIFICALLY FOR FIRST CLASS CUSTOMERS AND AMERICAN AIRLINES EXECUTIVES.
1X
1.5X
3RD MARK
GUIDELINES FOR USE
FOR USE ON MEDIA WHERE THE LOGO, INCLUDING THE CLEAR SPACE, IS LESS THAN 2” IN WIDTH.
1X 0.75X
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BRAND STYLING
A M ER I C A N A I R L I N E S - PACKAGING 1 - BRYCE SHAWCROSS
B R A N D ST YLI N G
Aa
Aa Gotham
Bembo
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789.,!@#$%^&*()-_=+?/
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789.,!@#$%^&*()-_=+?/
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B R A N D STYLI N G
A M E R I C A N A IR L INES - PACKAG ING 1 - BRYCE S H AWCR OSS
Bordeaux Red
AM ERI C AN
C 26 M 100 Y 90 K 36
Deep Sapphire Blue
AM ERI C AN
C 100 M 85 Y 57 K 56
Quill Ink Black
AM ERI C AN
C 100 M 100 Y 100 K 80
Steel Silver
AM ERI C AN
C5 M0 Y0 K 40
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1 PROCESS STAGE 1: SIZE
A M ER I C A N A I R L I N E S - PACKAGING 1 - BRYCE SHAWCROSS
PR O C E SS STAG E 1 : S I Z E
G OA L S
The initial studies done for this first stage were based on impact through size. The high expense of the ticket merits many items in a large box.
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PR O C E SS STAG E 1 : S I Z E
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A M E R I C A N A IR L INES - PACKAG ING 1 - BRYCE S H AWCR OSS
A M ER I C A N A I R L I N E S - PACKAGING 1 - BRYCE SHAWCROSS
PR O C E SS STAG E 1 : S I Z E
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PR O C E SS STAG E 1 : S I Z E
OBSERVAT I ON S
The size of the box is too large for the client to interact with throughout the flight. The cost to create each box is too high for the client to take, but to awkward to request that it be left after the flight. The box is too heavy to be used on an airplane. The amount of items would prove clumsy once the client begins interacting with them throughout the flight.
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A M E R I C A N A IR L INES - PACKAG ING 1 - BRYCE S H AWCR OSS
2 PROCESS STAGE 2: MATERIALS
A M ER I C A N A I R L I N E S - PACKAGING 1 - BRYCE SHAWCROSS
PR O C E SS STAG E 2: M AT E R I A LS
G OA L S
The initial studies done for this second stage were based on impact through materials. The size of the box should be decreased. An expensive material will compensate for the smaller form. Fewer items should be included. Item and size interaction should be simplified to be more convenient to the space-limited client.
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A M ER I C A N A I R L I N E S - PACKAGING 1 - BRYCE SHAWCROSS
PR O C E SS STAG E 2: M AT E R I A LS
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P RO C E SS STAG E 2: M AT E R I A LS
OBSERVAT I ON S
2 inches in depth still proves clumsy for the client to manage, especially with 1 hand. A lid that is not permanently attached is clumsy after opening. 3 items is a good number providing enough interaction without being overwhelming or excessive. Items seemed overpackaged and there is much empty, unutilized space. Wood is still heavy and storage for the product still requires a lot of space.
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A M E R I C A N A IR L INES - PACKAG ING 1 - BRYCE S H AWCR OSS
3 PROCESS STAGE 3: FORM
A M ER I C A N A I R L I N E S - PACKAGING 1 - BRYCE SHAWCROSS
PR O C E SS STAG E 3 : FO R M
G OA L S
The initial studies done for this third stage were based on impact through form. Attributes of “Intelligence, Efficience, and Technology” should be applied. All unnecessary space should be removed. Form should be decreased to minimum possible depth. Initial “box” structure should be created by 1 sheet of material. Should be light enough for client to use 1 hand for carrying. Should not use glue or adhesives.
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PR O C E SS STAG E 3 : FO R M
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A M E R I C A N A IR L INES - PACKAG ING 1 - BRYCE S H AWCR OSS
A M ER I C A N A I R L I N E S - PACKAGING 1 - BRYCE SHAWCROSS
PR O C E SS STAG E 3 : FO R M
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PR O C E SS STAG E 3 : FO R M
OBSERVAT I ON S
The material appeared too cheap, and although the thinness was an improvement, it was too thin and needed a little more weight.
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A M E R I C A N A IR L INES - PACKAG ING 1 - BRYCE S H AWCR OSS
A M ER I C A N A I R L I N E S - PACKAGING 1 - BRYCE SHAWCROSS
FI N A L STAG E
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F FINAL STAGE
A M ER I C A N A I R L I N E S - PACKAGING 1 - BRYCE SHAWCROSS
FI N A L STAG E
G OA L S
This final process stage should have more substantial, but not excessive, use of materials. The American Airlines blue should be utilized. Key artwork should be utilized. Icons will define each of the categories of objects.
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FI N A L STAG E
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A M E R I C A N A IR L INES - PACKAG ING 1 - BRYCE S H AWCR OSS
A M ER I C A N A I R L I N E S - PACKAGING 1 - BRYCE SHAWCROSS
FI N A L STAG E
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FI N A L STAG E
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A M E R I C A N A IR L INES - PACKAG ING 1 - BRYCE S H AWCR OSS
A M ER I C A N A I R L I N E S - PACKAGING 1 - BRYCE SHAWCROSS
S E C TI O N
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S E C TI O N
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A M E R I C A N A IR L INES - PACKAG ING 1 - BRYCE S H AWCR OSS