packaging process manual
Contents Designing the Logo
Introduction What is this? Understanding Product Mission Statement
1 2 3 4
Overview Starting Sketches Digital Iterations Final Logo
Graphic Standard 7 Introduction 8 Logo Specifications 9 Logo Variations & Color Palette 10 Proper Logo Use 12 Typography 14 Business System
16 17 18 19
Strategy To Wear Around Town On the Web
Designing Packaging
Biomimicry Case Studies
Marketing Applications 21 22 23 24
What is Biomimicry? Foxtail Pine Case Study Mushroom Case Study Packaging Biomimicry
27 28 29 30 32 34
Brainstorming Researching Beginning Sketching Prototyping Package Design Final Packaging
Design Analysis 36 Package Design Analysis
Introduction What is this? Welcome to the process book for our fruit branding. We will take you through our development of the fruit brand Understanding our product Design need in our product market How we reached our final design
Understanding the Product
Design Need
Packaging Mission Statement
On to the Final Design...
Branding is more than just designing a logo to place on packages and advertising material. This process thrives on understanding the product on a deeper level. Instead of waiting for a client to present us with a problem we sought out a product with an obvious branding need, dried fruit.
To rebrand dried fruit as an accessible modern everyday convenience as opposed to an item exclusive to hiking and health culture.
Fruit and only fruit. No sugar, no harsh preservatives. Like our product our brand thrives on straightforward simplicity with no hidden agendas, just a clear goal:
Finding an audience
Getting you what you need When you need it Without the hassle.
The rest of this manual will take you through the steps to the final look and application of our product branding. Each step uses a mix of brainstorming, research, and user testing. Included are some snapshots into this process.
The story that brought us here Recently a friend recalled stories about a three week backpacking trip they took through California. As part of their food plan they brought dried fruit for sustenance and as a treat between dehydrated meals. These little plump pieces of fruit managed to keep their spirits up during this long trip. When I asked if they have had any dried fruit since then the answer surprised even my friend, no. Strange right? Not really, dried fruit has long been associated with hiking and often hidden in the health food isle in grocery stores. But dried fruits contain many benefits for the same reason they are great for hikes. They are compact, do not require extensive care, provide nutrients, and pack great flavor without additives such as sugar.
Part of this brand’s message is to bring packaging life cycle full circle, cradle to cradle. One of the best solutions is composting. We have chosen an audience with the means to help us create a more green future for consumers. This demographic is made up of busy young professionals between 25 and 35 years of age who live in coastal cities which report higher rates of social eco-consciousness.
Addressing this need Accessible through appearance and application. To give this product the right visibility it has a clean new look and a more inclusive placement in the store for better visibility Modern style by creating a fresh logo and package design exposing consumers to the positive message this product has to offer. Everyday snack. This redesign makes fruit a part of our daily diet again. It’s a convenient way to get your apple a day in. Convenience through package design and labeling. Short and to the point messages help the viewer see fruit in a new way.
Our dried fruit has nothing to hide. Grown organically, dried in the sun, and packaged with no preservatives we couldn’t represent a better client. To make the benefits of dried fruit more accessible, we package portioned serving sizes in a no mess no problem way. As new techniques and technologies continue to make our product and distribution better we apply such new methods to our packaging materials and design. It is our goal to work towards a zero waste world. We do our part by taking the complexity out of the process so you can do your part.
Designing the Logo Why design? Logos are the face of a brand and its products. This is how we set the mood. Need to start somewhere Begin with brainstorming, some free association Fruit Tangy Plump Green Trees Tart Sticky Chewy
Where we want to go Modern Fresh Green Appealing Transparency
1
Designing the Logo
Starting Sketches
Playing with letterforms and symbols
2
Attempting to integrate symbol and letter
Trying a more traditional route
Getting somewhere in a more simple style
Digital Iterations
Beginning letterforms, thank you Futura
Going for organic
Separation for readability
Reverting back to basics
3
Designing the Logo
Final Logo
After testing many paths our final decision is grounded in the brand’s core values emphasizing simplicity and viewability with just enough character to help the logotype stand out.
Color choices Black represents a serious edge to our branding. This product is geared toward busy professionals who present a sophisticated image.
Green brings the product back to life. Psychological associates relate this color to healthy eating, reinforcing the associate between hunger, food, and our product. Green is also the face of composting, reinforcing the life cycle of our package design. White as the main background provides a clean legible base for the logo. This represents transparency, black type on white background creates the highest contrast and increases the logo’s visibility and sense of credibility. 4
Graphic Standards The following section highlights various branding guidelines from the fruit brand’s graphic standards
Welcome to
7
Graphic Standards
Logo Specifications
0.5 x
x
x
minimum spacing
0.5 x
x
x
preferred spacing
Follow these spacing guidelines for all logo applications. Using a minimum buffer spacing of 0.5x and a preferred spacing of x between our logo and surrounding objects or text allows for proper visual impact. 8
Minimum size is 3 picas Our logo should always 3 pica or larger.
Graphic Standards
Logo Variations and Color Palette
Full color
PMS
CMYK
RGB
To be used at all times possible. Our spot color green provides the enlivening bridge between our nourishing product and our brand.
6 C (black)
70-50-30-100
0, 0, 0
374 C (green)
34-0-64-0
197, 232, 108
PMS
CMYK
RGB
6 C (black)
70-50-30-100
0, 0, 0
423 (gray)
23-18-19-0
205, 205, 205
PMS
CMYK
RGB
6 C (black)
70-50-30-100
0 , 0, 0
000 C (white)
0-0-0
255, 255, 255
Preferred use
Grayscale
Secondary use Use this version when color printing is unavailable or not viable. The use of gray helps to separate and accentuate the leaf motifs from the type.
Black and white Limited use
Use when full color or grayscale are not available. Please limit this use to an absolute last resort.
To maintain color accuracy when printing company materials, use these colors provided based on the Pantone Matching System (PMS). When this is unavailable use the CMYK color matches listed, or RGB for screen based use. 9
Graphic Standards
Proper Use
This is it folks. Simple, straightforward. In a perfect world situations would never arise; however, there may be times our logo must be used in different settings. Here are some tips to help keep our branding intact.
10
First things first
Keep it sharp
These are the three main logos to use starting with our primary choice of full color and moving on down from there.
Transparent backgrounds are preferred, but in the event something more is needed use our full black background and pure white text.
Graphic Standards
Misuse
Let’s keep it larger than 3 pica.
At an angle
Stretched fruit
But its just the background
While mountain climbing fruit would be a wonder to behold we do not want to alter the context of our logo. Always keep it level.
We aren’t a taffy company, but if we were, a little stretching would be fun. To prevent confusion please do not stretch, pull, or squish our fruit logo.
The background is as much of a part of the logo as the type. Altering background colors changes the mood of our logo. Keep it sharp.
Change of color
Added elements
Missing elements
Ahhh, I get it. Like a tree right? While playing with color is fun, please refrain from altering any colors in our logo.
Sure, we want our company to grow, but our logo is our visibility. Little additions make this a whole new fruit. To maintain brand recognition do not add extra elements.
Where did those leaves go? Let’s keep it all together now. Never remove any part of our logo. 11
Graphic Standards
Typography
Here are the typographical guidelines for all company communications including company correspondence and sales materials. This does not necessarily apply to advertising materials that will be design at the appropriate type sizes
Our official typeface is
Calibri
Headings
This font is widely available on most programs to provide an easy way to keep our communications consistent. Plus it is a pretty good looking font. Please select this typeface when creating printed or web communication material.
Need to separate from standard body text? Here are set sizes for larger text.
36 pt 28 pt 24 pt 18 pt
Can’t access Calibri?
Main Heading
Heading Heading Heading
In applications such as Gmail use
Verdana When substituting with Verdana, go down 1 point size for body text and 2 point sizes for heading text. If neither typeface is available use the closest matching sans serif typeface accessible
Body text To keep Calibri looking good use this typeface at 11 point single spaced in body text. For in text variation the smallest size Calibri may be used is 9 point while the largest is 14 point. For emphasis use bold or 14 point font.
9 pt small body text 11 pt standard body text 11 pt bold body text 14 pt
12
emphasis text
CALIBRI
ABCDEFGHIJKLMNOPQ RSTUVWXYZ
calibri
abcdefghijklm nopqrstuvwxyz
Graphic Standards
Business System
Welcome to
Business Card Sales Staff
Business Card Executive
When communicating as part of our company use the following materials as provided. Business card Letterhead
Dolorem Ipsum EXECUTIVE
Envelope
Dolorem Ipsum p 888.707.6966 f 888.707.6967
www.gofruit.com gofruit@gmail.com
p 888.707.6966 f 888.707.6967
Dolorem Ipsum EXECUTIVE
p 888.707.6966 f 888.707.6967
14
Stationary Letterhead
Stationary Letterhead
INDICIA
4 picas
www.gofruit.com
www.gofruit.com
Fruit Family Industries 100 Fruitway Orchard, CA 95966
Fruit Family Industries 100 Fruitway Orchard, CA 95966
6 picas
15
Marketing Applications everywhere When applying our logo to merchandise and advertising materials we keep it simple. Place our message at the forefront of any company or promotional designs by using plain white, transparent, or black backgrounds. Set the logo front and center. Want to add some detail? That’s fine with us. Remember to represent our mission of simplicity by using our fruit and leaf templates. Our goal is to present our brand and product in a friendly and professional way, each of the following applications reflect elements of product packaging to build consumer connection.
To Wear
Keeping it simple. Merchandise and promotional wear reps our logo front and center in style. Prints can include one of our three fruits or just the logo.
An example of our simple version of a plain white v-neck. Shirts come in black and white in v-neck, crew neck, and polo with or without additional fruit graphics.
Reusable totes are perfect for getting our name out there. This ones keeps it fresh with a tasty apricot under our fruit logo.
17
Marketing Application
Around Town
www.gofruit.com
www.gofruit.com
Bus stops and billboards reflect our package design to make spotting us in the store a snap.
18
We like to travel in style. Company delivery trucks refresh our store stock and provide transportation for promotional events.
to go...
Marketing Application
On the Web
https://www.gofrut.com
p 888 707 6 696 f 888 707 6697 gofruit@gmail.com
Merchandise Welcome Products About us Contact
Find us on the web. Clean easy navigation guides users through informational, promotional, and sales menus to help them connect to fruit.
19
20
Biomimicry What is biomimicry? bios : life mimesis : imitate Design smart. Instead of reinventing the wheel look at existing models that provide working solutions. Nature has pushed the boundaries of what works and what doesn’t. The world around us is a great place to look for natural tested solutions to any design problem. The following pages provide examples of biomimicry and how these findings provide inspiration for our package design.
21
A Case Study in Biomimicry
Foxtail Pine
Some pine trees grow in a spiral grain pattern, like the foxtail pine above. This form of growth gives these trees greater flexibility in high winds and greater strength from downward pressure than straight grained trees.
22
To create a more eco-conscious water bottle for Vitalis Carlos Rego (Logoplaste Innovation Lab) looks to nature’s solutions. By using similar spiral patterns in the main body of the bottle this redesign is able to retain structural integrity under vertical, horizontal, and diagonal pressure while reducing the packaging mass by 20%. Less mass means less material making this water bottle more sustainable.
Fitzharris, Tim. “Foxtail Pine Tree Twisted Trunk.” Fineartamerica.com, 14 March 2013, www.fineartamerica.com/featured/foxtail-pine-tree-twistedtrunk-of-an-tim-fitzharris.html Leelavanichkul, Seubpong and Andrej Cherkaev. “Why grain in tree’s trunks spiral: mechanical perspective.” Structural and Multidisciplinary Optimization, vol. 28, no. 2, Springer-Verlag, 17 Aug. 2004, pp. 127-135. “Vitalis Water Bottle.” Ask Nature, The Biomimicry Institute, www.asknature. org/product/b5dc4030c48e41b03442d34aecdf46b4
A Case Study in Biomimicry
Mushrooms
Mushrooms are fungi that decompose dead organic matter in order to absorb the nutrients as food. These organisms also possess the unique ability to breakdown toxins within the soil. This combined with the waste compost produced by mushrooms enriches the surrounding soil making mushrooms an integral part of ecosystem sustainability.
Inspired by the mushroom’s place in ecosystem life cycles, Jae Rhim Lee (Coeio) integrates nature back into the human life cycle through her Infinity Burial Suit. This suit uses the spores from mushrooms to decompose remains and remove toxins from the soil. To represent its inner workings, the suit is embroidered with a pattern mimicking the roots of mushrooms.
“The Story of a Green Burial Company.” Coei, /coeio-story/
23
A Case Study in Biomimicry
Packaging Biomimicry Moreton Bay Chestnut
From the start we wanted to create a package that involved enveloping modules. The Moreton Bay Chestnut is a beautiful example of how nature cradles life inside of a protective shell. These nuts fit perfectly in a molded pod. This idea plays into the final iterations of our package design that is coming up in a few pages.
24
A Case Study in Biomimicry
Packaging Biomimicry Jellyfish
While working with paper models for packaging structures we drew inspiration from the motion of expansion and contraction of jellyfish. This inspires the compression function of our final package design.
25
Designing Packaging pods This design process involves mixing brainstorming, research, sketching, and prototyping. Where to
26
Just
90 Calories
per pouch
Contains 8 Pouches (1.6 oz) 45 g
Net Wt 12.8 oz (360 g)
Sliced Apples, Apricots, & Pears
Designing Packaging
Brainstorming
Where to start? How about a trip to the store. At this point our product was still unknown, so why not compile a case study of an interesting product line?
Wonderful brand pistachios stand out on the shelves. The prominent use of black lends a sense of sophistication to the product, green type mimics the inner meat of the pistachio creating a instant connection to the product and its taste, and well placed imagery highlights the tactile connection.
What we learned... Do use effective meaningful colors and include good graphics. Establish a connection between the viewer and the product. Visible placement of a portioned calorie count makes consuming this product an easier choice. And make the product the focus, the name and imagery directly relate to the contents.
Looking at package iterations of one product. Sketching solutions to the same problem is one way to kickstart ideas for our own evolving design problem. At this point this is still “what product ?� After multiple case studies that already had great solutions already we found... fruit.
27
Designing Packaging
Researching
Inspiration can come from anywhere. After hearing a story about hiking dried fruit became our star product. What does it need? A new look and a new story, it’s not just for healthy hikers. Back to the store! Let’s see what dried fruit is up to these days... This time the whole fruit takes center stage. The imagery is nice but overwhelming. Information is displayed in large visible type and the container looks easy to open and reseal. Visibility and convenience are the take-away here.
While this design is nice and transparent it doesn’t leave enough to the imagination. Little connection exists between the product and flavor. On top of this the fruit gets lost among the other food products displayed in the same type of packaging. 28
Here a view window is included to reveal the product inside. This package does a better job representing transparency and imagery. The downside is that this is a very busy package! The color saturation and combinations is overwhelming.
Designing Packaging
Beginning Sketching How to combine these? The most sustainable packaging is the least used. First thought from this is to create a bulk package.
Now we know what our product is, and what it looks like. Let’s add in the rest of our design constraints.
But don’t those exist at the grocery store? Yes, so let’s factor in convenience through portion control using a smaller sized container that comes with the bulk bag. User research findings. People do not want to deal with the hassle of dealing with sticky fruit products to refill a separate container. Back to the drawing board.
Biomimicry
Sustainability
No boxes..
As shown in the previous section we kicked off our project brainstorming by looking at how nature inspires design. From the chestnut pod an idea evolves into creating a main container that involves a smaller container. On standby is the jellyfish. Some part of the packaging will expand and contract.
What makes a package sustainable? Responsible sourcing of material is a key component. Another requirement is that the package has an effective and safe life cycle. This means the package must protect and distribute its contents well and then it must be reused, decomposed, or recycled in a more environmentally friendly way than the landfill.
No problem. From trips to the store it is clear that there is more than one way to wrap something. Some initial ideas: Round container with lid and sections for different types of fruit. Resealable bag for easy transportation and use.
29
Designing Packaging
Prototyping Bulk Container
Welcome to Convenient on the go snack made with real fruit. Plump slices of apples, peaches, pears, and apricots are the perfect pick me up between meals with no preservatives, no added sugar, and no guilt. Just an easy way to achieve your fruit servings for the day.
I am compostable. In fact, every part of me is compostable. This means you can place any leftovers, including the packaging in your organic waste bin which is usually green organics
processes. Compost, the future of green. To learn more about composting visit http://www.ecoproducts.com/faqs-composting_and_recycling.html to
To
Welcome to Convenient on the go snack made with real fruit. Plump slices of apples, pears, and apricots are the perfect pick me up between meals. No preservatives, no added sugar, and no guilt. Just an easy way to achieve your fruit servings for the day.
I am compostable. In fact, every part of me is compostable. This means you can place any leftovers, including the packaging, in your organic waste bin. Please do not recycle any piece of me. Composting and recycling are two different processes. Compost, the future of green.
organics
To learn more about composting visit
http://www.ecoproducts.com/faqs-composting_and_recycling.html http://www.findacomposter.com/
Store in a cool dry area. Processed and packed in a nut free location.
Ingredients : organic apples, organic apricots, and organic pears No added sugars or preservatives including sulfur dioxide. Distributed by Fruit Family Inc. 8235 Orchard way Fruitville CA 95111
Contains 8 Pouches (1.6 oz) 45 g
To find a local compost to
Net Wt 12.8 oz (360 g)
Sliced Apples, Apricots, & Pears
per pouch
Calories
90
Just
30
Designing Packaging
Prototyping Individual Pouch
open When finished place this entire wrapper in your organics collection bin.
organics
open
One whole serving of fruit to take with you on the go!
open
Pull
Pull
One whole serving of fruit to take with you on the go!
When finished place this entire wrapper in your organics collection bin.
One whole serving of fruit to take with you on the go!
entire wrapper in your organics collection bin.
90
One whole serving of fruit to take with you on the go!
Calories
Finished with your fruit? Flatten, take home, and place this entire wrapper in your organics collection bin.
organics
organics
90
One whole serving of fruit to take with you on the go!
Calories
Finished with your fruit? Flatten, take home, and place this entire wrapper in your organics collection bin.
organics
Not labled for individual retail sale
Not for individual resale
BEST BY 04/10/2017
Not labled for individual retail sale
Not labled for individual retail sale
BEST BY 04/10/2017
Calories
organics organics
Ingredients: organic dried apples
Ingredients: organic dried apples
Not for individual resale
90
BEST BY 04/10/2017
31
Designing Packaging
Package Layout Bulk Container
Welcome to
Just
90 Calories
per pouch
Convenient on the go snack made with real fruit. Plump slices of apples, pears, and apricots are the perfect pick me up between meals. No preservatives, no added sugar, and no guilt. Just an easy way to achieve your fruit servings for the day.
I am compostable. In fact, every part of me is compostable. This means you can place any leftovers, including the packaging, in your organic waste bin. Please do not recycle any piece of me. Composting and recycling are two different processes. Compost, the future of green.
organics
To learn more about composting visit
http://www.ecoproducts.com/faqs-composting_and_recycling.html
To find a local compost to
http://www.findacomposter.com/
Contains 8 Pouches (1.6 oz) 45 g
Net Wt 12.8 oz (360 g)
Sliced Apples, Apricots, & Pears
Front Display This is the primary display meant to grab attention and communicate quickly. The logo is large and centered, the green from the leaves is used on the main face, pierced by view windows for fast visual confirmation of what product is inside. Simple icons of each fruit are included above each window to provide positive association to the product. At the top right is a large calorie count, reinforcing this
product as a convenient to go snack, no consumer preparation needed. Net weight and individual pouch count are included at the bottom. The lower flap is part of the package base. This contains composting information and the product bar code.
Store in a cool dry area. Processed and packed in a nut free location.
Ingredients : organic apples, organic apricots, and organic pears No added sugars or preservatives including sulfur dioxide. Distributed by Fruit Family Inc. 8235 Orchard way Fruitville CA 95111
Back Display
Side Panel
The back panel includes a short explanation of the product and its appealing benefits. A section on composting is included to educate the consumer about proper sustainable package disposal. Other informational panels include the nutrition facts, distribution address, ingredients, organic labeling, and a best by date on the base panel flap.
These two side panels fold in an accordion style. This allows the bag to taper toward the top while still being able to open the package to the full length and width of the base.
Designing Packaging
Package Layout Individual Pouch
open
open
open
organics
90
90
One whole serving of fruit One whole serving of fruit to take with you on theto go!take with you on the go! Calories
Calories
Finished with your fruit?Finished with your fruit? Flatten, take home, andFlatten, take home, and place this entire wrapper place this entire wrapper in your organics in your organics collection bin. collection bin. organics organics
organics
Ingredients: organic driedIngredients: apples organic dried apricots
Ingredients: organic dried apples
Not labled for individual retail sale
Not labled for individual retail sale
BEST BY 04/10/2017
open
Finished with your fruit? Finished with your fruit? Flatten, take home, andFlatten, take home, and place this entire wrapper place this entire wrapper in your organics in your organics collection bin. collection bin.
organics
90
90
One whole serving of fruit One whole serving of fruit to take with you on the go! to take with you on the go! Calories
Calories
Finished with your fruit? Finished with your fruit? Flatten, take home, and Flatten, take home, and place this entire wrapperplace this entire wrapper in your organics in your organics collection bin. collection bin. organics organics
organics organics
Not labled for individual retail sale
BEST BY 04/10/2017 BEST BY 04/10/2017
90
Calories
organics
Ingredients: organic dried Ingredients: organic dried pears apricots, pears, and apples
Ingredients: organic dried apricots Ingredients: organic dried pears
Not labled for individual retail sale
BEST BY 04/10/2017 BEST BY 04/10/2017
open
One whole serving of fruit One whole serving of fruit to take with you on theto go! takeCalories with you on the go!
Calories
open
Finished with your fruit? Flatten, take home, and place this entire wrapper in your organics collection bin.
90
90
open
One whole serving of fruit to take with you on the go!
Not labled for individual retail sale
Not labled for individual retail sale
Not labled for individual retail sale
BEST BY 04/10/2017 BEST BY 04/10/2017
BEST BY 04/10/2017
Individual Pouches Each of these containers reiterates the calorie count per pouch to encourage consumer confidence in their product consumption. Because this packaging must be disposed of in an industrial compost facility, an educational panel includes directions and required icons.
To retain brand and package coherency these pouches reflect the main package design. Green white and black are the main colors used. The fruit logo is largely displayed centered and above this is an icon of the fruit inside. This same image is included at the top of each pouch to make it easier for the consumer to know which type of fruit they are grabbing from the main package. A view window allows product transparency. The bottom of each package also contains the best by date.
33
Designing Packaging
Final Packaging
34
Design Analysis
36
Introduction
Problem Statement
Objectives
The purpose of this project is to design a logo and package for dried fruit products to make them more appealing. Once established our product will be able reach a broader population past our initial base. Goals include developing a clean modern logo to couple with the convenience of an easy to use package design. Convenience is key to prevent food waste, when products are easy to consume, less is thrown out as trash. Our packaging also focuses on green composting and works to educate consumers about proper and responsible package disposal. As the designer of this project, my personal intentions have been to further my understanding of logo, package, and label design in general. I focus heavily on research into areas such as FDA guidelines, current product and audience market research, while following up on side studies to deepen my knowledge of layouts and placement to communicate in a direct and understated manner.
So what does dried fruit need? A major face lift. Sales have been steady over the past decade, but with the right vehicle these will increase. Market research shows that there is a health based need for increased fruit consumption. Surveys show that fruit consumption has decreased as a general trend as eating habits have changed due to factors such as busy lifestyles and the availability of fast food. Today meals are often a one food plate, whereas before they included at least two fruit and vegetable sides. The same survey states that access to good fruit is one reason for low consumption rates. Packaging dried fruit in properly portioned, travel sized containers provides the link missing to accessibility. Dried fruit is a perfect method for reaching out to mobile city communities that lack this accessibility.
Our initial objective is to reach our target audience; mobile, unmarried professionals who have the need and means to invest in our higher end product. We are forging the path to greener package design through composting. While this process is more expensive than other methods it is better for the environment as a whole and will be more cost effective over time as compost based materials and technologies grow. We will grow with these improvements and work to reach communities in need through cost offsetting programs; accessibility is the major end goal of this project.
Methodology
Year one launch Sales are focused on deals with large chain grocery stores located throughout coastal cities. Having the consistency of store association ensures that consumers will have regular interaction with our products to build brand familiarity. Product placement includes shelf space waist level to eye level in the produce section to establish beneficial associations with whole fruit. To facilitate consumer interaction and encourage user transparency we will offer in store promotional individual packs through demonstration stands and paper plus mobile app promotional coupons. Demonstrations will be held by retail store employees or fruit brand representatives. Demonstrators must have proper knowledge of product sales materials provided by our company to accurately present our product and mission.
Years two through six Continue supplying major grocery stores while branching out to smaller specialty locations such as coffee shops. Market individual resale items for consumers to purchase for same day consumption. Having our product in these intimate settings builds familiarity and consumer connection to convenience. Continue with promotional features. Years seven to ten This is the general time frame when a business begins to see results. We expect to have expanded from large city areas to surrounding areas and developed communities. As our profits develop to cover initial startup fees, current production, and expansions savings costs we can integrate our offset cost outreach program. This will allow us to make our products accessible to communities who were not able to afford them during our initial growth, starting with inner city educational systems. We will sponsor community events through our outreach teams and partnerships with companies who share our same positive goals.
Evaluation
Project Summary
These projects are set based on startup standards. To ensure brand success we will use our first year of sales representative lead demonstrations to collect consumer feedback. During the first three years adjustments will be made based on these results. We expect to cover costs through loans and start up investments for the first seven years. By year ten we should have a strong product and consumer base to bring us to full profitable production. If we do not see projections reaching our expectations by this point we will reevaluate our strategies to meet these future needs.
Our fruit brand will launch the dried fruit industry forward. From partnerships with local suppliers to city outreach programs we plan on connecting our product and packaging with the values of cradle to cradle consumerism based on a positive message. Our transparent business practices facilitate solutions to reduce food and package landfill waste and increase daily fruit consumption. Destigmatizing this product is the key to our company’s future success. As we continue through this process we will report back to the public on how our product has impacted our key areas of concern including: how many units of packaging material we have prevented from sitting in landfills, local sustainability efforts with fruit suppliers, and the positive impact fruit products have on the daily lives of individuals.
37
38
Design by Chelsea Best Des 116 with Gale Okumura UC Davis Aug. & Sep. 2016
39
40