FIVE O’CLOCK
SHADOW PROCESS MANUAL
CAMERON DAVIS / DES 116 / SS2
TABLE OF CONTENTS
INTRODUCTION CASE STUDIES CREATIVE BRIEF LOGO DEVELOPMENT GRAPHIC STANDARDS BUSINESS SYSTEM PACKAGING
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INTRODUCTION Our goal at Five O’Clock Shadow is to provide modern men with grooming products of superior quality and ingredients for a more than reasonable price. We pride ourselves on creating products that today’s men can rely on to keep them looking and feeling their best without the use of harsh chemicals that are harmful to both their bodies and the environment. We achieve this through the use of ingredients derived from nature and sustainable manufacturing processes.
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CASE STUDIES
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LADY’S MANTLE
WHAT?
WHY?
USES?
Both in nature and in modern human society, there is a need to maintain the physical integrity of surfaces and structures which come into contact with the elements. The leaves of Alchemilla monticola Opiz, also known as Lady’s Mantle are one instance of such a feature with their extreme water repelling capabilities.
The leaves of the Lady’s Mantle exhibit a super hydrophobicity similar to that found in the Lotus flower. The plant owes this effect to its visibly fuzzy leaves. The leaves of the Lady’s Mantle are covered with layer of flexible hairs. These hairs cause water droplets to form into perfect spheres by lifting them; essentially preventing them from ever touching the surface of the leaves. The drops are then easily carried off of the leaf and drip down to the base of the plant. This feature helps the plant stand up to heavy rainfall. In addition, if submerged in water the leaves are able to capture a layer of air between the hairs and the water which can be used by the plant for respiration.
There is a wide variety of potential applications for such a feature. This kind of natural, non-toxic waterproofing is highly desired in manufacturing for packaging. There is also a strong interest in super-hydrophobic materials in the textiles industry in order to develop more waterproof fabrics and clothing.
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HONEYBEES & HEXAGONS
WHAT?
WHY?
USES?
In nature there are certain shapes and patterns which manifest themselves time and time again. Amongst these is the hexagon. The equilateral six-sided shape is found in a wide range of settings in nature, from the hives of honey bees, to incredibly intricate snowflakes, to the towering basalt columns of the Giant’s Causeway.
The reason for hexagons appearing so frequently in nature is their extreme efficiency. One feature of hexagons which makes them so efficient is their ability to nest together to create a tightly-packed honeycomb pattern. Other shapes can also create similar patterns, but in doing so they leave gaps between their sides; this is less effective in the wild world of nature where every resource is a matter of life of death.
A great deal of products sold in today’s stores are packaged in very ineffective ways. They take up too much shelf space and often times waste a great deal of material. Many products that are placed in traditional boxes could easily be put into hexagonal-prism shaped containers; maximizing shelf space and increasing the strength and resilience of the container.
A honey bee must consume roughly eight ounces of honey to produce a single ounce of the wax which the comb is composed of, therefore it is in the bee’s best interest to produce the most compact comb structure possible. Of all geometric shapes. there are three which can fit together on a plan without leaving gaps between their sides: triangles, squares, and hexagons. Of these, hexagons produce the most compact structure. This is due to the fact that a hexagonal honeycomb will have the smallest total perimeter of the three. This makes it the ideal structure for honey bees to make their hive out of because it takes the least energy and resources to make. Using hexagons as a unit of building also allows multiple bees to work on the hive at a time. If the honey bees used an organic shape to make their cells, each bee would have to wait until the previous cell was made in order to create the matching piece. In addition, the hexagonal shape of the honeycomb cells lend a great deal of strength and resilience to hives which must be extremely flexible and resistant to collapsing which could occur during a swarm.
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PAPER WASP NESTS
WHAT?
WHY?
USES?
While most tend to think of wasp and hornet nests as abominations, there is much more to them than meets the eye. These bizarre nests are formed from a unique paper material which is formed using biomass from wood pulp and plant fibers. The wasps and hornets create these nets by cutting off and chewing wood with their extremely strong mandibles. The paper substance forms when the chewed wood is mixed with their saliva.
Unlike bees, wasps and hornets do not secrete wax with which to build a nest. However, like bees, wasps require intricate, protective nests where their larvae can safely mature. The nests need to be strong enough to support thousands of individual wasps, but light enough to hang from the branch of a tree. For this, the wasps must turn to the resources in their surroundings. Using harvested biomass from trees and plants, the wasps expertly sculpt their elaborate nests. The saliva of the wasps contains a secretion which asks as a cement when mixed with cellulose. Once it dries it forms a permanent water insoluble, repellent surface which keeps the hive from falling apart in heavy rains.
There is an ever-growing demand in todays world for environmentally conscious products and packaging. One of the materials that is at the crux of the waste issue is paper. Paper is used in unfathomable quantities every second of every day. If it was possible to harvest large amounts of the wasp paper, it could potentially serve as a sustainable alternative to many paper products we use today. The naturally waterproof nature of the paper would also be of benefit. In addition this paper could have potential as a biofuel.
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CREATIVE BRIEF
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1. NEEDS
2. PROJECT OBJECTIVE
3. PROJECT STRATEGY
As consumers have become more and more aware of environmental issues and sustainability, the demand for naturally derived goods has soared. Coincidentally, men’s cosmetic products have also seen a great increase in demand over the last decade. Our design team aims to meet both of these sources of demands by creating a brand that represents the best of both worlds. It is our desire to create a men’s grooming care line composed of naturally derived products that are sustainable, but still in touch with the lifestyles of the modern man.
It is our goal to compete (and eventually overtake) brands such as Old Spice and Axe in the men’s cosmetics industry.
When the project is completed it will consist of a men’s grooming care product, a business system (business card, letterhead, envelope), and other branded materials such as shipping trucks and boxes.
4. BACKGROUND
5. MESSAGE
6. AUDIENCE
The market today lacks a product that truly fills the niche that we’re aiming to fill. Today’s men are faced with two primary options: buy products from popular brands such as Old Spice and Axe, which are well marketed but not naturally derived or based off of sustainable practices, or buy products from lesser known, poorly-marketed brands whose only real draw is the fact that their products are natural. Our brand aims to fill this niche more effectively by making a sustainable, wholesome product line that is relevant and relatable to today’s men.
You don’t have to sacrifice quality and style to have a product that is better for you and better for the planet.
The audience for our product is composed of men ages 18-27 to whom style and sex appeal are of the utmost importance. Our audience is also aware of the products that they put into their body and the negative effects they can cause both to themselves and the planet. Our audience is forward-thinking and cares about the future as much as they do about the present. Our audience is creative and receptive to appeals to humor. Our audience is composed of students, young urban professionals, athletes, activists and more.
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LOGO DEVELOPMENT
For the Five O’Clock Shadow brand, my goal was to create a logo that captured the essence of masculinity and had a clean, sleek, and timeless quality. The logo needed to feel credible and established, while simultaneously being relevant and modern. To achieve these goals it was necessary that the logo go through a rigorous process of critique and development. The final logo takes the best features of its predecessors and presents them in a more sophisticated, less literal way.
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5
‘clock shadow
FIVE O’CLOCK
SHADOW
FIVE O’CLOCK
SHADOW
10
FIVE O’CLOCK
SHADOW GROOMING FOR THE MODERN GENTLEMEN
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FINAL LOGO The Five O’Clock Shadow logo was designed to create an identity that consumers will associate with masculinity, cleanliness, and a timeless quality. In order to achieve this goal, the typography and the supporting element of the stylized hands of a clock needed to work as a unified whole. The sharp, angular hands of the clock mirror the crisp, clean lines of the letter-forms to tie the two elements together visually. The word ‘Shadow’ is sheared at an angle to create a literal shadow at the base of ‘O’Clock’. The type is set in DIN 1451 Std Engshrift; a bold, condensed, geometric Sans-Serif whose lines evoke the same strong, yet clean-cut feeling that the brand represents.
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GRAPHIC STANDARDS
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COLOR PALETTE
STANDARD COLORS
The color palette of Five O’Clock Shadow was strategically chosen and is to be strictly adhered to. The colors chosen to represent the brand were selected because their characteristics and qualities lend themselves to the kind of imagery we as a brand would like to be associated with. Our colors are bold without being brash; both strong and sophisticated. They represent qualities that we feel every man should strive to display in his own character. In order to achieve this goal, restraining our palette to a limited number of colors was of the utmost importance. The following are the only hues and values that are allowed to be used and associated with the Five O’Clock Shadow brand.
PANTONE P 50-8 C 90%
PANTONE P 108-16 C 70%
35% BLACK
C: 0 M: 89.1 Y: 81.9 K: 42.3
C: 70 M: 36.4 Y: 0 K: 42
C: 0 M: 0 Y: 0 K: 35
R: 154 B: 39 G: 31
R: 48 B: 92 G: 135
R: 177 B: 179 G: 182
HEX: #9A261F
HEX: #2F5C87
HEX: #B1B3B5
87% BLACK
77% BLACK
37% BLACK
C: 0 M: 0 Y: 0 K: 87
C: 0 M: 0 Y: 0 K: 77
C: 0 M: 0 Y: 0 K: 37
R: 72 B: 72 G: 74
R: 95 B: 96 G: 98
R: 173 B: 175 G: 178
HEX: #484849
HEX: #5E5F61
HEX: # ADAFB2
ALTERNATE COLORS
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TYPOGRAPHY The official typefaces of Five O’Clock Shadow are DIN 1451 Std - Engschrift and Garamond 3 LT Std - Regular. Together these two typefaces have a synergistic relationship in which each typeface strengthens its counterpart by helping to maintain a visual equilibrium. The bold, geometric strokes of DIN contrast well with the timeless, elegant lines of Garamond. Together these two typefaces capture the essence and spirit of the Five O’Clock Shadow brand. DIN is to be used as the headline and display font, while Garamond is to be employed solely as body copy in official documents such as this. In situations where a condensed font is not appropriate, DIN 1451 Std - Mittelschrift may be substituted in the place of the standard Engschrift version.
DIN 1451 Std - Engschrift Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 123456790!#$%&?
DIN 1451 Std - Mittelschrift Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 123456790!#$%&?
Garamond 3 LT Std - Regular Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 123456790!#$%&?
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ACCEPTABLE LOGO USAGE The following are appropriate examples of the Five O’Clock Shadow logo in use. We have found that these four examples give us the needed flexibility to effectively create an identity and market our product without altering the intention of the logo’s original design. Top to bottom, left to right acceptable logo usage includes the standard logo, the alternate grayscale logo, the standard logo with a tag-line, and the alternate grayscale logo with a tag-line.
FIVE O’CLOCK
FIVE O’CLOCK
FIVE O’CLOCK
FIVE O’CLOCK
SHADOW
SHADOW GROOMING FOR THE MODERN GENTLEMEN
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SHADOW
SHADOW GROOMING FOR THE MODERN GENTLEMEN
UNACCEPTABLE LOGO USAGE The Five O’Clock Shadow logo is to be handled with precision and care in any and all settings it is to be used in. Even slight modifications to the logo can disrupt and muddle the intent of the original design. Some inappropriate uses and modifications include but are not limited to: Stretching or distorting the logo, repositioning invididual elements, changing the leading between the lines of type, rotating or changing the orientation of the logo, replacing ‘five’ with the numeral ‘5’, altering the placement, hue, or value of any color, and placing the logo in negative or reverse.
FIVE O’CLOCK SHADOW
E V I F CLOCK W O’ HADO
S
FIVE O’CLOCK
SHADOW
5 O’CLOCK
SHADOW
FIVE O’CLOCK
SHADOW
FIVE O’CLOCK
SHADOW
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BUSINESS SYSTEM
COMPONENTS OF THE BUSINESS SYSTEM The following figures consist of three integral parts to our business system; a business card, a #10 envelope, and our company letterhead. The same level of craft and design has gone into creating an appealing visual system for these materials as has gone into the branding of our products. The business system employs all of the same fundamental graphic elements that the company logo does. The same color, typographical, and logo standards apply and must be strictly adhered to.
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BUSINESS CARD
3.5”
0.16”
FIVE O’CLOCK
SHADOW
1.68”
2”
GROOMING FOR THE MODERN GENTLEMEN
0.33”
0.16”
0.06”
0.53” 0.27”
ELVIS PHRESHLY CHIEF EXECUTIVE OFFICER
19 pt 12 pt
853 2nd Street West Sonoma, CA, 95476 (707) 363-5183 ephreshly@gmail.com 0.27” 8 pt 0.91” 20
LETTERHEAD
FIVE O’CLOCK
SHADOW 0.5” October 9th, 2014 Dear Mr. Wolfgang Spopovich,
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer ac dui arcu. Vestibulum malesuada lectus placerat turpis consectetur, suscipit commodo velit dapibus. Vivamus sit amet dolor quis nibh maximus porta eget eu nisl. Nullam aliquam odio arcu, vel auctor tortor venenatis ac. Duis dictum nisi et mi molestie, quis sagittis sem lobortis. Nullam nibh ante, scelerisque id bibendum ut, euismod quis libero. Mauris ut auctor metus. Sed eget urna eu nibh sollicitudin luctus tempus in lectus. Nulla ultrices ornare posuere. Morbi eget libero vel massa lacinia placerat ac in nisl. Maecenas sed semper sapien. Maecenas maximus elit ut tortor laoreet rhoncus. Quisque posuere tempor sem vitae fermentum. Phasellus eu sem condimentum, lacinia nisi eu, interdum lectus. Etiam in elementum augue. Ut rhoncus ultrices sem auctor varius. Donec at ipsum tristique, placerat libero sit amet, laoreet eros. Nullam finibus suscipit massa eu pellentesque. Proin porttitor consectetur dui vestibulum molestie. Maecenas congue quam leo, ac pretium lorem finibus ut. Integer mollis, sapien at facilisis placerat, tortor nisi porttitor ex, eget fringilla est orci quis tortor. Ut ut tincidunt elit, vitae pellentesque sapien. Maecenas non nibh in nunc feugiat blandit ut vel elit. Donec est ante, fringilla et tortor vel, volutpat cursus risus. Quisque at sapien nec est auctor placerat. Nulla euismod non metus vitae ullamcorper. Etiam consectetur fringilla tempor. Nullam eu nisi dolor. Pellentesque elementum posuere quam, in blandit tellus faucibus ac. Vestibulum faucibus risus in vulputate dignissim. Quisque et malesuada diam, lobortis vulputate neque. Phasellus vitae magna consequat, ornare dui eget, aliquet purus. Maecenas venenatis et libero quis rhoncus. Sed tempus ante id vulputate lobortis. Nullam tempus ex nec semper pretium. Etiam ante purus, congue eget aliquam at, vehicula sed orci. Nulla mollis a est et consectetur. Duis egestas ultrices eros et tristique. Nunc turpis mi, facilisis malesuada facilisis eu, vulputate a odio. In euismod mauris eget eros facilisis aliquet. Etiam convallis eros velit, quis hendrerit purus iaculis eu. Donec maximus sit amet tellus et ornare. Etiam rutrum, eros ac tristique bibendum, velit odio fermentum orci, sed accumsan ligula metus id justo.
Warmest Regards, Elvis Phreshly FIVE O’CLOCK SHADOW CO. 853 2ND STREET WEST SONOMA, CA, 95476 www.FiveOclockShadow.com 1-(800)-468-4733
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3.32”
1.3”
NO. 10 ENVELOPE 0.25”
0.24”
FIVE O’CLOCK SHADOW CO. 853 2ND STREET WEST SONOMA, CA, 95476
FIVE O’CLOCK
SHADOW
0.96”
4.125” 0.9”
2.58”
9.5”
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PACKAGING
PACKAGE AND PRODUCT DESIGN For my product I chose to create a men’s all-in-one shaving kit which includes a razor, a vessel to hold the razor, a shaving brush, and a bar of shaving soap. To do this I needed to make sure that my container was large enough to comfortably store all of these components. In package design, form most certainly follows function, therefore making the box functionally as effective as possible was my primary goal. The early iterations of my package design were relatively safe and simple. Only through experimentation did I arrive at the final solution.
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PACKAGE PROTOTYPING The sketch at left is of what both my initial prototype and final package design would eventually be based off of. I found this form to be compelling because of its unconventional, but functional shape. The sharp angular lines of the left side created a great sense of play with the hands of the clock in my logo. I felt strongly enough about this concept that I felt it would be worth making a full-size paper mock-up.
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PRODUCT PROTOTYPING After creating the paper mock-up for my box design, I created the product which would fill the box to test how well the box would actually perform while holding its intended contents. As seen in these photos, the razor case is made of a node of bamboo, as is the handle of the razor. The lid for the razor case doubles as a holder for the shaving brush. This product design was so effective that I decided to carry it through to the final version of the project.
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Our goal at Five O’Clock Shadow is to provide modern men with grooming products of superior quality and ingredients for a more than reasonable price. We pride ourselves on creating products that today’s men can rely on to keep them looking and feeling their best without the use of harsh chemicals that are harmful to both their bodies and the environment. We achieve this through the use of ingredients derived from nature and sustainable manufacturing processes.
FIVE O’CLOCK
SHADOW
SHADOW
FIVE O’CLOCK
®
UNTAMED SHAVING KIT
Congratulations! By purchasing this shaving kit you have proven that you are smarter than the average bear. A dashing fellow such as yourself deserves nothing less than the best. Luckily for you, you’ve just purchased the best shaving kit that this green earth has to offer. No joke, it’s really that good. Inside you will find a host of contents the likes of which your mortal eyes have never seen. We have filled the ‘Untamed’ kit with everything you need and more to keep you looking like the handsome devil that you are. So don’t hold back. Crack this sucker open and embrace the glory.
SOAP INGREDIENTS: Shea Butter, Sweet Almond Oil, Coconut Oil, Beeswax, Palm Oil, Glycerin. INGREDIENTES DEL JABÓN: Manteca de Karité, Aceite de Almendras Dulces, Aceite de Coco, Aceite de Palma, Glicerina
CONTAINS: ‘UNTAMED’ RAZOR BAMBOO RAZOR CASE SHAVING BRUSH SHAVING SOAP
CAUTION
KEEP RAZORS AND BLADES OUT OF THE REACH OF CHILDREN.
Item #10990 Five O’Clock Shadow Co. Sonoma, CA 95476 Five O’Clock is a registered trademark of Five O’Clock Shadow Company Made in USA • Fabricado en EE UU www.FiveOclockShadow.com
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954761 167459 MADE IN USA
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FINAL PACKAGING AND PRODUCT The template seen at left is the design for my final packaging. The strengths of this design are that its shape is eye-catching without relying on loud, obnoxious colors. The shape of the box draws in the viewer and piques their interest. Another strength is its ability to remain standing upright and balanced although appearing visually asymmetrical. The box is both functional and aesthetically pleasing, and stands out amongst its peer-products. The final version of the product inside the box is just as convincing. The bamboo handle of the razor feels and looks natural to grip in your hand. The razor case’s organic exterior creates a nice contrast with the clean, finished feel of the box in which it resides.
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PRODUCT PLACEMENT
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