chocolate PACKAGING DESIGN
Cerra Teng
Copyright Š 2016 by Cerra Teng. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher.
Cerra Teng cerrateng.com cerrateng@gmail.com 626-877-8490 Packaging design 2 under the instruction of Ania Borysiewicz
Images: myself and online Final Product Photography: Jason Ware Typefaces: Gill Sans, Century Paper: Acid-free paper Binding: Perfect binding Printing: Copy Network, Glendale, CA
Acknowledgements I would like to thank my instructor Ania Borysiewicz, all my classmates and teacher assistant in Packaging Design2, people in model shop and my friends who gave valuable feedback. It is only through our interaction and their feedback that this project has completed. No one finds their way alone. Thanks for Ania for her insightful lecture, detailed examination and astute comments at every class. Much encouragement and support has come from all of these people.
Cerra Teng Art Center College of Design, 2016
RESEARCH
008 LOGO AND PACKAGE ANALYSIS What is the pros and cons of the existing logo? What is the brand identity?
009 SHOPPING EXPERIENCE
How does it look like on the shelf? Does it stand out with competitors?
INTRODUCTION
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FACTS
COMPETITION ANALYSIS
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MAKING PROCESS
EXPERIMENTS
How is your chocolate bar made?
“Organic chocolate challenge” - add organic chocolate into every meal in a day!
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BRAND IDENTITY
“WHAT IF”
Some interesting facts you probably don’t know about chocolate.
Brand philosophy, history and what it is different than other brands
Look into other organic chocolate brands and find out the factors in their package.
Two rounds of quick mapping process that allows creativity flow. Explore the unlimited possibilities of chocolate at “What if ” exercise.
023 INTERVIEWS
6 people and 7 online survey reveal why they like chocolate and what they like about it.
BRAND DEVELOPMENT
028 CONCEPT PROPOSAL
Propose three concepts that can give the brand a fresh meaning and bring younger audience’s attention..
032 CONCEPT STATEMENT
A brief of what special the new product line is about and what value it can bring.
FORM DEVELOPMENT
CONCLUSION
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CASE STUDY
FORM DEVELOPMENT
MIDTERM PRESENTATION
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GRAPHIC APPLICATION
ART DIRECTION
Do research on the business models that can inspire me and audience.
048 DEMOGRAPHICS
Visualize the new target audience for the new Green and Black’s.
Modify from the existing package design and install the new ideas into it.
The placement of new logo, nutrition spec and other required logos.
Presentation in front of the instructor, guests and classmates
Propose three distinct directions for professional photo shoot
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LOGO DEVELOPMENT
FINAL PRESENTATION
Brainstorm thousands of logo ideas based on concept statement
066 ADVERTISING POSTER
Visualize the concept to an appealing and easy-understanding marketing campaign.
Present the finished and polished models
Research found that American consumers 12 pounds chocolate per year. It is not the highest consuming country in the world. Swiss citizen, thanks to the location of chocolate brands like NestlĂŠ and Lindt in Switzerland, had 26.2 pounds of chocolate per capita in 2012, making it the highest consuming country.
Facts
VARIETIES There are only three types of chocolate beans: Trinitario, Criollo and Forestero. Forestero is the one most widely used, comprising 95% of the world production of cocoa. Cocoa beans of the Criollo variety are rarer and considered a delicacy. Trinitario (from Trinidad) is a hybrid between Criollo and Forastero varieties. It is considered to be of much higher quality than Forastero, but has higher yields and is more resistant to disease than Criollo. Green and Black’s chocolate uses Trinitario.
ORIGIN It originated in Central America as well as parts of Mexico. Originally over 5000 years ago, consumed by pre-Colombian cultures along the Yucatan including the Mayans, and as far back as Olmeca civilization in spiritual ceremonies.
MAGIC DRINK In ancient time, Olmec, Mayan and Aztec civilizations found chocolate to be an invigorating drink, mood enhancer and aphrodisiac, which led them to believe that it possessed mystical and spiritual qualities.
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“The highest order of humaneness produces the best flavor.�
HARVEST CACAO Cocoa trees begin to bear fruit when they are three to four years old. They produce pink and white flowers throughout the year, growing in abundance after before the rain starts. Each tree yields 20-30 pods per year. It takes the whole year’s crop from one tree to make 450gms of Chocolate.
Organic Chocolate
FERMENT Fermentation helps to remove the natural tannins and acids present in the cacao bean. It takes from two to eight days depending on the type of cacao variety.
DRY The drying process differs, depending on the climate or size of the plantation. Cocoa beans can be dried out in the sun on trays or mats where the climate permits. Sun-drying usually happens in smaller plantations in drier environments. In tropical areas, where daily rainfall is the norm, the beans can be dried in sheds, as long as there is enough air circulating around the flats of beans. The use of wood fire to speed the drying process is disliked by bulk chocolate manufacturers and chocolatiers, as the process leaves the beans with a smoky taste.
Making Process ROAST It virtually sterilizes the cocoa bean. This is rather important as the conditions in which cocoa beans are fermented are naturally full of bacteria, fungi and moulds. Various chemical reactions occur when cocoa beans are roasted and proper roasting is integral to good flavored chocolate.
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CONCHE Conch comes from the Spanish word concha, which means shell. The name “conching� arose because the original vessel used to hold the chocolate was shaped like a conch shell. Conching is a modern process used in making chocolate The characteristic taste, smell and texture (and by this, I mean general mouthfeel, not particle size) of chocolate are developed at this stage.
MAKING PROCESS
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ORGANIC X FAIR TRADE
Brand story Found in 1991 by Craig Sams and Josephine Fairley, organic food pioneer and journalist respectively. 1994, the company began purchasing Fairtrade cocoa from Maya farmers in Belize for the Maya Gold chocolate bar, and was awarded the Worldaware Business Award in 1994 for good business practice, as well as the UK’s first Fairtrade mark. The company has a small office in Punta Gorda, Belize.
Brand identity Sophisticated, classic, royal, high-quality can be seen from its type-font and color use. It also wants to stresses on eco-friendly and fair human rights. However, the package doesn’t really convey this idea and the package itself is not sustainable. It also fails to attract young generation.
Brand philosophy Green symbolizes their strict organic principles and black represents the intensity of chocolate.
Products Green and Black’s doesn’t provide much varieties for its product line. It doesn’t have its specialty store like Ghirardelli. There are a lot of different options it can extend if it has a specialty store.
Target audience Chocolate lovers who care about environmental issue, fair trade and their own health. The first product in 1994
Bar
BRAND IDENTITY
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Hot drink
“We have always been an organic brand. We believe that by only using organic ingredients creates great– tasting chocolate. We also believe that farmers who grow their crops organically are often more interested in, and concentrate on, the quality and taste of what they grow. “
Gold color with serif font brings the image of royalty, high-quality and sophisticate. But it doesn’t attract young people.
Inside of the package is golden foil with its classic logo is beautiful and highquality. But it’s hard to wrap the chocolate bar if the user tears it apart.
Personally I like the second layer of the vertical logo which makes the package more dynamic.
Why is tea leaf so important on the package? It has nothing to do with the product and also makes it look like the package for tea.
After opening the chocolate bar package and having few small pieces, I found difficult to pack it back and preserve the chocolate. People usually don’t eat the whole bar at once - there should be a way allowing re-packaging.
Foil stamping logo looks great but very old-style with this type-font choice. It also raises the question that if it’s sustainable. Although metallized decorating has different types of processes but it may be a concern for some users. The font size of net weight is bigger than the percentage of cacao content. Why would that be so important for a shopper?
A B A B
Serif font represents the classic and elegant image but it is also very old-style. The tea-leaf shape is not related to any product in its brand.
PACKAGING AND LOGO ANALYSIS
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Shopping Avenues
Original website The interactive website seems still under constructed but it’s pretty well-designed in terms of storytelling. First, it provides enough information with good quality pictures explaining what they care about, why it is different, and how their organic chocolate is grown. There were some bugs in original website such as the category at the left-top corner changes from pages to pages. Some information is missing in some pages. Certain products can be only shipped in Europe which is a not a good news for American chocolate consumers. Other online shopping sites Green and Black’s can also be purchased on Amazon or other online shopping sites. It has successful SEO that it pops out when you search “organic chocolate” on Google.
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New website! During the term, Green and Black suddenly changed their logo, packaging and website design! It was very surprising and also refreshing! It’s surprising that they remove part of their story on the website and change the source of cacao. Now cacao is from cocoalife.org which empowers. 200,000 cocoa farmers and reach one million community members in six key cocoa growing regions: Ghana, Cote d’Ivoire, Indonesia, the Dominican Republic, India and Brazil. Farming communities working with Cocoa Life gain knowledge and skills that improve their livelihoods, strengthen their communities, empower women, and inspire the new generation of farmers.
While pushing their packaging towards more colorful, flowing and dreamy feeling, Green and Black still keeps its elegant and classic identity in their logo. The choice of serif logo font and gradient gold color shows they still want the “loyal” feeling.
SHOPPING AVENUES
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The perk of doing organic chocolate packaging research is “studying� different kinds of organic chocolate - both the packaging and the taste!
SHOPPING EXPERIENCE
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It was very bizarre that Black and Green Chocolate couldn’t be find in the main chocolate shelf. It was only at the shelf next to the counter.
The darker color of package at the second row of shelf makes it unnoticeable. It is a huge disadvantage that being put next to brighter color of package with pictures which human eyes are easily attracted to. The Black and Green’s package looks too oldstyle and not attracted to younger generation.
SHOPPING EXPERIENCE
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Geometric Recent the use of elementary geometric patterns has increased a lot in package design. The color palettes are often monochromatic or high contrast.
Artisanal Instead of mass-produced look, people are fond of interesting illustration, hand-made kind of package. “Consumers’ appetites are shifting towards more authentic, real, quality, honest products.
Packaging Design Trend - 2016
Abstract Doodling graphic, abstract line pattern or modified photograph create interests. Extreme minimalism is going to be a new trend in 2016 too.
Natural and simple Natural looking package brings the awareness of eco-friendly and gives the comfortable feeling. Organic or skin products can be seen in this kind of package most.
TREND ANALYSIS
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Warm color Most chocolate packages go for warm color since it relates to food. It may also be more attractive to female customers.
Ingredient picture A nice-looking picture not only attracts eyeballs but also allows people to easily understand what they can expect when they open the package. It also encourages people to try it out if the ingredient is unusual.
Abstract graphic Abstract graphic pattern with bright color gives the package more modern look and attract younger generation.
Beautiful illustration Rather than putting a picture, some brands artistically illustrate the brand image on the package. It brings shoppers to the chocolate magic world.
Hard paper box Paper box may cost more than paper wrap but it’s convenience to store chocolate when the user doesn’t finish it at once.
COMPETITION ANALYSIS
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How can Green and Black’s organic chocolate evolves by learning from competitors? What are the key elements in the packaging design trend? What are the things target audience are looking for?
Conclusion Tell me why you are different New products and packages illustrate why you should care about organic and how Green and Black’s make their chocolate.
Preserve the fresh Chocolate bar is usually enjoyed in separated periods of time. The new package needs to make it as fresh as it is open at the first time or make it as small and individual pack.
Authentic illustration or graphic The existing logo can be applied to any kind of product and fail to appeal appetite. The package should not only convey brand message but also has its personality. Adding illustration or graphic to give it special identity.
Unique ingredients Recent lots of brands have experimented on mixing with exotic ingredients and spices such as chai, chili, quinoa or even bacon. It can extend its product line and also attract young generation. Based on my experiment, chocolate amazingly goes well with many kinds of food.
CONCLUSION
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Cabbage
Experiment
What if I add Green and Black’s organic chocolate to every of my meal?
Vegetable and lentils
Salad wrap
Banana smoothies
Tofu
Veggie curry
Red bean oatmeal
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What If...?
How can an experience of opening a chocolate package become more intimate, engaging or more fun? Brainstorm hundreds of unconventional ideas on a big piece of white paper in short cycles. UNMINDMAPPING Un-mindmapping is a series of quick exercise that release your right brain. Close your laptop, turn off your phone, put on your favorite music and let your imagination flow.
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Interview What is your story about chocolate?
To have better understanding of what people like about chocolate, I interviewed 5 chocolate lovers from Art Center students, chocolatier, French mid-age guy living in LA, young Canadian woman living in Montreal, and Taiwanese woman who likes to make dessert. Surprisingly, they all connect the chocolate to their childhood - they love chocolate the whole life! Their eyes are wide open and sparkling. They can’t hold their excitement while describing the memory. Smiling, mouth watering, hands wavering. Chocolate is their lala-land that they wish to be everyday.
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Ji Hyun Kim Student in Art Center College of Design Eat chocolate twice per week Prefer dark chocolate 70% - 80%
What appeals you when you purchase chocolate? I’m really attracted by the package design. I would stand in the supermarket and just look at the package. I’ll go the ones with interesting graphic or illustration. For me, chocolate is chocolate. It can’t be too bad.
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I could only take dark chocolate since other kids took all the milk
Why do you like dark chocolate? When I was a kid, sometimes we got chocolate from parents. Other kids like milk chocolate so they took them away. I could only take dark chocolate. I felt it was weird at first. But then I started to like it. The next time I had a chance to take milk chocolate but I felt it was too sweet. I’ve stuck with dark chocolate since then. I don’t like sweet in general and dark chocolate has a richer taste.
Ji’s choice
chocolate. I felt it was weird at first. Then I
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started to like it.
INTERVIEW
Equal exchange organic chocolate It didn’t appeal to me at first since it’s not really dark. I eventually picked this because I really like almond.
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Chocolatier
What appeals you when you purchase chocolate? I only consider the chocolate brands that cares about sustainable farming and responsible to farmers (not just with an organic or fair trade label). I love to try different brands and I am strongly appealed by package design which doesn’t look like massive-produced.
The key of making chocolate Not only the chocolate beans, the roasting process also makes the flavor and texture of chocolate different. The good mixing with ingredient is very difficult. I had spent 6 months experimenting mixing orange in fudge but I failed. Keep chocolate away from high temperature because it will running the chocolate - blumming (it becomes white at the surface).
INTERVIEW
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The temperature flavor, texture consistency of chocolate is the key of a good chocolate.
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Christine Hanson Faculty in Art Center College of Design Previous chocolatier and owner of Auntie Surf Auhsone Fludge Eat chocolate everyday! Prefer dark chocolate 72%
Bruno Jean-Francois Cavelier Founder at Bruber Enterprise Try to eat less chocolate for the sake of body weight Prefer milk chocolate
What appeals you when you purchase chocolate? I would buy box chocolate every time I took a flight, and I would almost finish it... I really love chocolate. I like milk chocolate a lot. I don’t have favorite brands but I wouldn’t buy Hershey’s.
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My mom used to make ‘L’heure du gouter’ which was baguette with nutella when I got home from
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the school.
Childhood memory about chocolate When I got out of the school, my mom would make “L’heure du gouter” which means 4 o’clock in English - baguette was sliced into half and smeared nutella on the top. It was so good. Sometimes my mom would break chocolate bar and put pieces on the top instead.
Bruno’s choice
Madecasse toasted coconut chocolate The name of the chocolate is in French!
INTERVIEW
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Tina Tsung Student in Art Center College of Design The frequency of eating chocolate relates to stress level Prefer chocolate with crunchy nuts or fruits inside
What is your chocolate story? Chocolate has lots to do with my childhood. When I was a kid, my dad used to bring different kinds of chocolate back when he came back from business trips. Chocolate always has the gift aspect for me. I guess that’s why I like to share chocolate with friends.
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My dad used to bring chocolate back when he came back from business trip.
INTERVIEW
Chocolate always has
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“I want it right now!” When I crave for chocolate, I want it right now! I feel happy and satisfied when I eat chocolate - “Yes! That’s what I want!” I even expect this kind of emotion before I open the package. Because it’s chocolate!
the gift aspect for me.
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Vanessa Shababzadeh Student at Art Center College of Design Eat chocolate everyday! Loyal customer of Kinder
What chocolate means to me My parents always brought a lot of chocolate when they visited me from Germany even though I told them I could buy it in the US. I think it’s their way to show the care.
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Venessa’s choice
My parents always brought a lot of chocolate when they visited me from Germany. It’s a symbol
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of care.
INTERVIEW
M.T. McElrath chocolate She just tried sea salt dark chocolate recently and found interesting. So she wanted to try this one too.
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A taste of luxury
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and relaxation.
- Anonymous
- Maude Bradette-Laplante, Canadian
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Chocolate for me is like sex.
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Happiness in a bar!
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- Anonymous
ONLINE SURVEY Participants: 8 females Age range: 20-30 They all rate their love for chocolate above 8 at the scale 1-10. 7 participants eat chocolate at least once a week and purchase it in supermarket. The flavor and the quality of ingredients are the factors they care most while purchasing. Every of them has bought organic chocolate before but most of them don’t care if it’s organic or not. Hungry and stressed are the main reasons trigger their desire to eat chocolate. Most of them feel happy or excited while opening the package. 022 020
Concept Proposal 3 DIFFERENT DIRECTIONS Come up with three different concepts based on my research, interview and observation. Each concept incorporates four different forms of chocolate.
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1.
The gift of nature FOUR STAGES OF CHOCOLATE MAKING PROCESS Why is organic food is better for you, the environment and the society? Why does it have more flavor? How is organic chocolate made? Bring the audience to the organic chocolate making process virtually by presenting them in different stages. The package also illustrates the importance of each stage. SOIL If there’s more life into soil, the more potential you have for the creation of flavor. (This stage is represented by cocoa powder.)
CACAO NIBS Raw cacao nibs contains high amount of fibers and nutrient that hugely benefits human body.
LIQUID This stage can be cocoa milk, cocoa butter or liquefied chocolate dessert.
BAR The end of the chocolate making process. The shape of the bar can be more organic and creative.
THREE CONCEPTS PROPOSAL
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2.
Eat at Belize AUTHENTIC LOCAL EXPERIENCE How do we celebrate Belize in a way that supports good agriculture and good farming? Green and Black’s can extend the product line such as organic food, snack and wine. PANADES
TAMALES
CHOCOLATE CASHEW WINE
CHOCOLATE FRUIT CAKE BAR
SMOKED COCOA POWDER
THREE CONCEPTS PROPOSAL
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3.
Chocolate is part of my body SMELL . FEEL . AROUSE We eat, drink and smell chocolate. Theobromine and Phenylethylamine flow into our blood, muscle, and memory. Having chocolate makes us energetic, happy, and feel in love. Boyfriend is replaceable; chocolate is not. We love it and we want it more.
Cocoa Powder Makeup
Fragrance
Lotion
Candle
Concept Statement THE GIFT OF NATURE The appreciation to the nature appeals audience most among three ideas. Let’s take Green and Black’s organic chocolate to the next level and reach to the people who haven’t tasted the rich organic flavor.
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Green and Black’s organic chocolate aims to inspire people to recognize the most detailed natural flavor from the soil. To celebrate the ethical farming of organic chocolate, the new series of products represent the four stages of the chocolate process in a contemporary and minimal way. natural // experimental // minimal // thoughtful // architectural // transparent
Dan Barber
Bring the principles of good farming directly to the table Dan Barber, an award-winning chef, moves beyond “farm-to-table” to offer a revolutionary new way of eating. After more than a decade investigating farming communities around the world in pursuit of singular flavor, Barber finally concluded that–for the sake of our food, our health and the future of the land—America’s cuisine required a radical transformation. Drawing on the wisdom and experience
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of chefs, farmers and seed breeders around the world, Barber proposes a new definition for ethical and delicious eating. At the heart of today’s optimistic, farm-totable food culture is a dark secret: the local food movement has failed to change how we eat. It has also offered a false promise for the future of food. Our concern over factory farms and chemically grown crops might have sparked a social movement, but Chef Dan Barber reveals that is still detrimental to the environment and to individual health. And it doesn’t involve
truly delicious food. Based on ten years of surveying farming communities around the world, Barber’s The Third Plate offers a radical new way of thinking about food that will heal the land and taste good, too.
architecture is identical to the first. It, too, is damaging–disrupting the ecological balances of the planet, causing soil depletion and nutrient loss–and in the end it isn’t a sustainable way to farm or eat.
Traditionally, we have dined on the “first plate”, a classic meal centered on a large cut of meat with few vegetables. . The farm-to-table movement has championed the “second plate”—where the meat is from free-range animals and the vegetables are locally-sourced. It’s better tasting, and better for the planet, but the second plate’s
The solution, lies in the “third plate”: an integrated system of vegetable, grain, and livestock production that is fully supported—in fact, dictated—by what we choose to cook for dinner. The Third Plate is where good farming and good food intersect.
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My hope is that people will start to recognize flavor.
One of the most influential chef Dan Barber is the executive chef and co-owner of New York’s Blue Hill restaurant and Blue Hill at Stone Barns. As a member of the Stone Barns Center’s board of directors and an appointee to the President’s Council on Physical Fitness, Sports and Nutrition, Dan works to bring the principles of good farming directly to the table. His efforts on food and agricultural policy have led him to the World Economic Forum and to appear in articles for the New York Times and The Nation. Dan has received the James Beard awards for Best Chef: New York City (2006) and for Outstanding Chef (2009). In 2009 he was named one of the world’s most influential people in Time Magazine’s annual “Time 100”. Sourcing from the surrounding fields and pasture, as well as other local farms, Blue Hill at Stone Barns highlights the abundant resources of the Hudson Valley. There are no menus at Blue Hill at Stone Barns. Instead, guests are presented with a Field and Pasture four season journal, which features the best offerings from the field and market throughout the year. CASE STUDY
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n/naka
Modern Kaiseki The whole of a meal is as important as the sum of its parts. n/naka is devoted to providing a unique and satisfying dining experience through our interpretation of kaiseki. This traditional Japanese culinary art form reflects the ever-changing rhythms of the earth by taking the freshest seasonal ingredients and presenting them in their most natural states. Using the very best ingredients, the chef of n/naka, Niki Nakayama, has access to is true kaiseki. n/ naka serves vegetables from their own
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organic garden built and maintained by our friends at Farmscape Gardens. They hope to more connected they feel to the food and to your experience. “Kaiseki is using the best ingredients available, presenting them without ruining their texture and flavours, and using different cooking methods to enhance that ingredient. Everything has to be connected to one another and has to flow.” “I was so in love with the idea that I put a farm-like garden in the back of my house… After having this garden, to see it
from seed, to watch it grow little by little, to watch the process, to see it struggle, to see it survive, there’s this whole level of appreciation that everything takes time, everything takes the right amount of nurturing, everything deserves effort because it’s making an effort. This little tomato took three months to grow, and just to toss it, or to waste it, or to take it so lightly; we’re not doing our best to appreciate what nature is truly offering, what the lessons of life that are all around us are trying to teach us.”
CASE STUDY
There is the whole level of appreciation that everything takes time, everything takes the right amount of nurturing, everything deserves effort because it’s making an effort.
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The philosophy I take from the monks is that of appreciation, not to overindulge.
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At her Los Angeles restaurant, n/naka, chef Nakayama cooks modern dishes inspired by an ancient, multi-course Japanese meal—and she may be the only woman in the world doing it Chef Niki Nakayama crafts 13-course tasting menus that feature exquisite, meticulously plated food, such as blue crab–stuffed zucchini blossoms accompanied by a quenelle of curry salt–dusted carrot sorbet, a dollop of mirinsoy–rice vinegar jelly on the side and a purple nasturtium perched on top. The style of Japanese food she serves at her 26-seat restaurant—a spa-like space of wood panels and soft lighting—is even older and more traditional than sushi as we know it today. Called Kaiseki, it is a formal procession of courses with roots in ancient Buddhist ritual. It is also prepared almost exclusively by men. In fact, Nakayama may be the only female kaiseki chef not just in America, where she was born, but in the world—which makes her pretty conspicuous, the last thing she wants to be.
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“When I was working in the countryside, we took from what was close to us, making the best use of what the season has to offer.”
“The philosophy of kaiseki is that we’re supposed to represent the area that we’re living in. ”
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Patagonia Use business to inspire and implement solutions to the environmental crisis Patagonia, based on Ventura, California, is founded by Yvon Chouinard in 1973 that sells and showcases mainly sustainable outdoor clothing. The company is part of several environmental movements and committed to environmental concerns alongside its profit motive. Patagonia donates at least 1% of the sales to hundreds of grassroots environmental groups all over the world who work to help reverse the tide. CASE STUDY
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While most of the world was grappling with the Great Recession, Patagonia had its two best years ever. Sales at the 1,265-person company stood at $315 million in 2009, and Chouinard--still the sole owner--says they’re still growing. Patagonia gear isn’t cheap or trendy (deliberately, anyway). Instead, the brand is thriving by maintaining its integrity, says Marshal Cohen, chief industry analyst with NPD Group, a market research firm. “They’ve become the Rolls-Royce of their product category,” he says. “When people
were stepping back, and the industry became copycat, Chouinard didn’t sell out, lower prices and dilute the brand--because sometimes, the less you do, the more provocative and true of a leader you are.”
accepting old clothing for recycling. People will talk about it, and we’ll gain business like crazy.” Patagonia is truly an inspiration in both clothing and outdoor industries.
Patagonia will be rolling out its latest gamechanger soon, by taking “cradle to cradle” responsibility for its products with its Common Threads Recycling Program . “It’ll be in the front of the catalog, our promise that none of our stuff ever ends up in a landfill,” Chouinard says. “We’ll make sure of it with a liberal repair policy and by CASE STUDY
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How you climb a mountain is more important than reaching the top.
Let my people go surfing Yvon Chouinard has no problem being first. At 26, he made the first ascent of Yosemite Valley’s Muir Wall, a 2,900-foot rock face in California that took eight days to conquer with unsecured ropes and some hand-forged pitons. Three years later, on a journey by van and boat from California to the tip of South America, he rode breaks in Baja and the Pacific that had never been surfed before. When he took up kayaking, he claimed the first descent of Clarks Fork River in Yellowstone National Park, winding for miles through the 1,000foot walls of Wyoming’s Box Canyon. Chouinard takes the same approach with Patagonia , the outdoor gear and clothing business he founded in 1974. The company turned direct-mail catalogs into good reading in the ‘70s, and last year, began releasing interactive and beautifully photographed online catalogs for its fishing and surf lines. Decades before businesses embraced the green movement, Patagonia spearheaded campaigns to use eco-friendly materials and fabrics in its clothing and pioneered sustainable manufacturing practices, turning the outerwear industry on its head. CASE STUDY
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Why Patagonia created “Don’t buy this jacket” campaign at Black Friday Everything we make takes something from the planet we can’t give back. Each piece of Patagonia clothing, whether or not it’s organic or uses recycled materials, emits several times its weight in greenhouse gases, generates at least another half garment’s worth of scrap, and draws down copious amounts of freshwater now growing scarce everywhere on the planet. But we’re in business to make and sell products and we are a growing business, opening new stores and mailing more catalogs. What do we tell customers who accuse us of hypocrisy? It would be hypocritical for us to work for environmental change without encouraging customers to think before they buy. To reduce environmental damage, we all have to reduce consumption as well as make products in more environmentally sensitive, less harmful ways. It’s not hypocrisy for us to address the need to reduce consumption. On the other hand, it’s folly
to assume that a healthy economy can be based on buying and selling more and more things people don’t need. Nevertheless, Patagonia is a growing business – and we want to be in business a good long time. The test of our sincerity (or our hypocrisy) will be if everything we sell is useful, multifunctional where possible, long lasting, beautiful but not in thrall to fashion. We’re not yet entirely there. Not every product meets all these criteria. Why the provocative headline if we’re only asking people to buy less and buy more thoughtfully? To call attention to the issue in a strong, clear way: We used the line “Don’t Buy This Shirt” several years ago in a catalog essay, to strong response. It is our hope that this headline will prompt as many people as possible to read the full ad, then go to our website to take the Common Threads Initiative pledge. CASE STUDY
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Urban Millennial
DEMOGRAPHICS
Pursue the quality lifestyle The target audience is the one who has the fine taste and cares about the products they purchase beyond aesthetic. They would only purchase the product that is well designed, sustainable and fair to everyone in the manufacturing process. They are around 25-35 years old and live in cities because of their profession. During weekends, they will switch off their phones and go into nature camping or hiking.
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DEMOGRAPHICS
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DEMOGRAPHICS
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Thoughtful and appreciative They understand what it takes to every details of the life. To have a quality life, they would pay effort and reasonable amount of money to get sustainable lifestyle. During weekends, they focus on their spiritual aspect of life - go into the nature, meditate and enjoy the moment.
DEMOGRAPHICS
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Logo Development Start from quantity of ideas Take good logo books as reference, keep six attributes at the side, draw more than one hundred different logos until I feel are worthy of exploring further. Digitalize the chosen distinct eight in Illustrator and keep developing them. Below five are the bad ones I created at the beginning of the process.
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GREEN & BLACK’S
052
GREEN & BLACK’ S
GREEN & BLACK’ S
REEN LACK’S
LOGO DEVELOPMENT
GREEN& BLACKS
053
&
A WINDOW Frere-Jones’ inspiration for the typeface came from time spent walking block-by-block through Manhattan with a camera to find source material, and he based the font on the lettering seen in older buildings, especially the sign on the Eighth Avenue façade of the Port Authority Bus Terminal. The Gotham typeface was initially commissioned by GQ magazine, whose editors wanted to display a sans-serif with a “geometric structure” that would look “masculine, new, and fresh” for their magazine. GQ agreed that they needed something “that was going to be very fresh and very established to have a sort of credible voice to it.”
green & black’s
LOGO DEVELOPMENT
054
LOGO DEVELOPMENT
055
Geometry with a sprout Frere-Jones’ inspiration for the typeface came from time spent walking block-by-block through Manhattan with a camera to find source material, and he based the font on the lettering seen in older buildings, especially the sign on the Eighth Avenue façade of the Port Authority Bus Terminal. The Gotham typeface was initially commissioned by GQ magazine, whose editors wanted to display a sans-serif with a “geometric structure” that would look “masculine, new, and fresh” for their magazine. GQ agreed that they needed something “that was going to be very fresh and very established to have a sort of credible voice to it.”
LOGO DEVELOPMENT
056
Green & Black’s
GREEN & BLACK’ S
LOGO DEVELOPMENT
057
LOGO DEVELOPMENT
058
LOGO DEVELOPMENT
059
LOGO DEVELOPMENT
060
Sprout from the seed Take the organic form from the apostrophe as a symbol
LOGO DEVELOPMENT
061
Gotham is a family of widely used geometric sans-serif digital typefaces designed by American type designer Tobias Frere-Jones in 2000. Gotham’s letterforms are inspired by a form of architectural signage that achieved popularity in the mid-twentieth century, and are especially popular throughout New York City.
Gotham The lettering that inspired this typeface originated from the style of 1920s era sans-serifs like Futura, where “Type, like architecture, like the organization of society itself, was to be reduced to its bare, efficient essentials, rid of undesirable, local or ethnic elements.” This theme was found frequently in Depression-era type in both North America and Europe, particularly Germany. This simplification of type is characterized by Frere-Jones as “not the kind of letter a type designer would make. It’s the kind of letter an engineer would make. It was born outside the type design in some other world and has a very distinct flavor from that.”
Frere-Jones’ inspiration for the typeface came from time spent walking block-byblock through Manhattan with a camera to find source material, and he based the font on the lettering seen in older buildings, especially the sign on the Eighth Avenue façade of the Port Authority Bus Terminal. The Gotham typeface was initially commissioned by GQ magazine, whose editors wanted to display a sans-serif with a “geometric structure” that would look “masculine, new, and fresh” for their magazine. GQ agreed that they needed something “that was going to be very fresh and very established to have a sort of credible voice to it.” LOGO DEVELOPMENT
062
Rockwell is a “geometric” slab-serif, with a monoline construction with all strokes appearing to be roughly the same width and its capital ‘O’ roughly circular. It renders more “organic” feels to the package.
Rockwell ROCKWELL REGULAR abcdefghijklmnopqrstwxyz 0123456789
Rockwell is a slab serif typeface designed by the Monotype Corporation and released in 1934. The project was supervised by Monotype’s engineering manager Frank Hinman Pierpont. A serif at the apex of upper-case A is distinct. The lower-case a is two-storey. Because of its monoweighted stroke, Rockwell is used primarily for display or small-size use rather than lengthy bodies of body text. Rockwell is based on an earlier, more condensed slab serif design called Litho Antique. It is influenced by a style of geometric slab serif that had become popular released around the time, including the earlier Memphis and Beton, and less similarly Stymie and City.
LOGO DEVELOPMENT
063
LOGO DEVELOPMENT
064
Color Palette PACKAGE COLOR Warm beige #e4caaa Panton 7506U
PACKAGE COLOR
Complete black #00000 Panton Black 6C
FONT COLOR
Dark cocoa #61b231 Panton 4975C
ACCENT COLOR Grass green #61b333 Panton 376U
LOGO DEVELOPMENT
065
Advertising Poster MINIMAL & NATURAL Visualize the concept to an appealing and easy-understanding marketing campaign.
066
1st round
ADVERTISING POSTER
067
2nd round
ADVERTISING POSTER
068
ADVERTISING POSTER
069
ADVERTISING POSTER
070
Form Development Again, start from quantity of ideas Phase one - quickly sketch out more than 60 ideas of one product package and make 8 mockups to prove the concepts. Phase two - develop more concepts or keep developing good ones. Also apply it to other product package. Phase three - modify the package design and apply to other products.
072
Phase One
FORM DEVELOPMENT
073
Explore different forms At the phase one, I inspired by different stories, brought different elements in and played with different kinds of forms. The ideas developed at this stage can be altered based on the concepts.
Related to memory Most interviewees mentioned family, friends and childhood memory when they described chocolate experience. I developed few concepts around it - how it can bring the good memory when they open the package.
FORM DEVELOPMENT
074
Phase Two A series of illustrated packs in a book Different illustration stands for different important elements in our life - friendship, love, nature and self. It also packs different flavors of chocolate powder.
FORM DEVELOPMENT
075
Family heritage In Chinese society, there is a tradition that people give jewelry to the new born baby. The jewelry represents as a blessing. People usually keep them the whole life and pass to the next generation. This tradition is not only seen in Asia but also in other culture. Jewelry has an aspect of heritage - a necklace from grandmother, a pair of earrings from mother, etc. Pandora, created by a local Danish jeweller, is famous for its huge variety of fine charms. It not only represents your personality but also collects your memory. Besides the individualexpressionist collection, Pandora has a series of celebrating the unending bond between the very best of friends, your love and family. It’s a symbol of an important person or a certain moment. All together, it’s the collection of your unique story.
FORM DEVELOPMENT
076
Cocoa powder pack The package is designed for individual drink. User tears the package along the dash line and breaks the cacao. Package for chocolate bar Inspired by the Chef ’s Table, the package is like the art on the white canvas. Transparent allows people to see the ingredients.
FORM DEVELOPMENT
077
Version 2 Instead of individual pack, this is designed for multiple uses. The package can be resealed.
FORM DEVELOPMENT
078
What if a chocolate is your mom’s lipstick? You probably have done this before - sneaking into your mom’s room and used her cosmetic when you were a child. Rolled up a lipstick, and broke it! How satisfying it is! What if the experience of opening a chocolate bar is also that satisfying?
Molecular Gastronomy
FORM DEVELOPMENT
079
Experimental After watching “Chef ’s Table”, I was strongly influenced by the aesthetic of culinary it presented - minimal, elegant, and experiment. How can I bring this idea into chocolate package?
FORM DEVELOPMENT
080
Geometric shape Inspired by contemporary buildings which are white facade with a slot of windows. Keep the breaking element and develop into different forms.
Phase Three
Crack the package! Tear the line and break the package to enjoy the chocolate slices. A small transparent window at the side of package allows user to see the content.
FORM DEVELOPMENT
081
Package for cacao nibs Cacao nibs is pretty strong so user usually takes few per time. The package design allows user to pour a little bit every time.
FORM DEVELOPMENT
082
Pyramid structure Thin and tilted window is inspired contemporary buildings. It allows user to see the amount of content.
Break it and own it Break the top of the package and pour the cacao nibs. It can be resealed afterwards.
FORM DEVELOPMENT
083
A box of six transparent cocoa powder packs I want the experience of opening a cocoa powder package to be enjoyable, relieving and fun. User bend, break and then let the powder fall into the cup. The transparent primary and secondary packages allow user to see the quality of cocoa powder. The secondary package also allows people to “break� and open it.
FORM DEVELOPMENT
084
Package development for chocolate drink Design for individual drink which can be purchased in supermarket. The material came into my mind was recyclable paper box.
FORM DEVELOPMENT
085
First mockup The edge is too sharp and the size of the box is hard to hold.
Second mockup Modify the edge but it was still too sharp.
Third mockup Modify the edge again, add the transparent window to allow user to see through the package. The extensible straw is added to make it easier to drink.
FORM DEVELOPMENT
086
Phase Four
Edible water-soluble package The transparent protein package dissolves in hot water leaves no notable taste or odour when consumed and there is no leftover.
Handmade chocolate leaf To prove the idea that the chocolate is like the cacao leaf that can be pulled out of, I tried to make one from cocoa powder by myself. But I failed.
FORM DEVELOPMENT
087
The development of cacao nibs individual package How can I evolve the experience of enjoying cacao nibs from opening the package? From sketching numerous ideas and then selecting few to make mockups, I found out some didn’t work as good as I thought. I was excited by the idea of pushing the cacao nibs out and pull it back. However, paper created lots of friction and made the experience frustrated. Eventually I found quite satisfied with a transparent geometric tube which was inspired by contemporary architecture and molecular gastronomy.
FORM DEVELOPMENT
088
Making an acrylic bottle I found an existing bottle I really like but want to twist some details. My plan was vacuum the bottle and made the colored-resin sealed inside. I failed quite a few times in process. Making the right color of resin was not easy.
Making fake chocolate milk Use the same wood for vacuum form as the mold for resin casting. Mixing green silicone and pouring into the pre-made foamcore box, I waited overnight until it fully cured.
Mixed the RTV and copic color in cup. Took away the wood and pour the RTV into the mold. It kicked off pretty fast and it would form in few minutes. It got really hot because of chemical reaction. I tried to pour it inside of the existing bottle and it almost exploded.
This is what a successful vacuumed bottle looks like
Measured the size of the bottle and made the similar size of wood, and then I rounded the edges. Before I vacuumed the 1/8� transparent acrylic, I sanded the surface to get a better result. Every detail will show on the vacuum form. The temperature of the heating acrylic is the key of success.
The acrylic sheet was overheated and it had small bubbles on the top of it. It can’t be molded twice either.
FORM DEVELOPMENT
090
*Don’t try to be lazy and pour resin into the existing bottle - the heat will expand the air inside and the bottle will probably explode!
COCOA MILK SPRAY It’s not a real hot cocoa milk spray can (it will be great if there is one.) Spray the paint similar to cocoa milk color inside of the vacuum form and seal two half together. The result is much better than resin. It’s also much cheaper than resin.
FORM DEVELOPMENT
091
CHROMOTECH To simulate the plastic printing manufacturing result, I used chromotech on the bottle.
FORM DEVELOPMENT
092
Graphic Application
I chose chocolate hot drink powder package to compare with competitors in VONS. I noticed that the size of my package is too small - it’s about 2/3 height of the Starbucks cocoa powder package. Swiss miss has wider but thinner package. Both of their package have high saturated color and “delicious photo�. However, minimal transparent package stands out from all the high saturated color package. Minimal package also looks more thoughtful and premium.
094
Flavor from the soil Printing the soil on the package may be too literal - how can I evolve this idea into a more contemporary way?
Inside of the package - the story of an organic chocolate
GRAPHIC APPLICATION
095
Chocolate ocean Transparent package with brown waving pattern at the bottom brings the feeling of indulgent in chocolate liquid.
ORGANIC CHOCOLATE DRINK
GREEN & BLACK’ S
INGREDIENTS: organic cocoa powder, organic cocoa, organic raw cane sugar Suitable for vegetarians
ADD HOT MILK
Nutrition Facts Serving Size 1 bag (20g) Servings Per Container 1 Amount Per Serving
Calories 270C
alories from Fat 30 % Daily Value*
Total Fat 3.5g
5%
5%
Saturated Fat 1g
Sodium 0mg
0%
Total Carbohydrate 33mg
Cocoa, cane sugar, vanilla: traded in compliance with Fairtrade Standards. Total 100%. Visit www.info.fairtrade.net
11%
24%
Dietary Fiber 6g
Protein 27g
Vitamin C 2%
•
Calcium 8%
Iron 30% *Percent Daily Values are based on a 2,000 calorie diet.
BEST BEFORE 15 MAR. 2017
Distributed by Mondelez Global LLC East Hanover, NJ 07936 USA 6/0.71oz (20.2g) ENVELOPES NET WT 4.27 oz (121.2g)
1-877-299-1254 MADE IN POLAND
GRAPHIC APPLICATION
096
Front
Side
Back INGREDIENTS: organic cocoa powder, organic cocoa, organic raw cane sugar Suitable for vegetarians
Nutrition Facts Serving Size 1 bag (20g) Servings Per Container 1 Amount Per Serving
Calories 270
Calories from Fat 30 % Daily Value*
Total Fat 3.5g
5%
5%
Saturated Fat 1g
Sodium 0mg
0%
Total Carbohydrate 33mg
A GOOD CHOCOLATE STARTS FROM SOIL
Green & Black’s Organic Hot Chocolate Drink
We believe that by only using organic ingredients creates great–tasting chocolate. We also believe that farmers who grow their crops organically are often more interested in the quality and taste of what they grow. They choose varieties and growing methods that ensure they can successfully grow their crops without the use of synthetic chemicals. Our farmers grow their beans under the shade of rainforest trees alongside other crops like avocado, pineapple, biodiversity helps safeguard our cocoa against disease.
Cocoa, cane sugar, vanilla: traded in compliance with Fairtrade Standards. Total 100%. Visit www.info.fairtrade.net
24%
Dietary Fiber 6g
Protein 27g
Vitamin C 2%
•
Calcium 8%
Iron 30% *Percent Daily Values are based on a 2,000 calorie diet.
BEST BEFORE 15 MAR. 2017
Distributed by Mondelez Global LLC East Hanover, NJ 07936 USA 1-877-299-1254 MADE IN POLAND
GRAPHIC APPLICATION
11%
097
GRAPHIC APPLICATION
098
Other alternatives
6 Oops! Cocoa powder leaks... Cocoa powder photos inside of the package indicates the content on the top.
6/0.71oz (20.2g) ENVELOPES - NET WT 4.27 oz (121.2g)
ADD HOT MILK
ORGANIC HOT CHOCOLATE DRINK INGREDIENTS: organic cocoa powder, organic cocoa, organic raw cane sugar
Nutrition Facts Serving Size 1 bag (20g) Servings Per Container 1
Suitable for vegetarians
Amount Per Serving
Calories 270
Calories from Fat 30 % Daily Value*
Total Fat 3.5g
5%
5%
Saturated Fat 1g
Sodium 0mg
Total Carbohydrate 33mg Dietary Fiber 6g
Cocoa, cane sugar, vanilla: traded in compliance with Fairtrade Standards. Total 100%. Visit www.info.fairtrade.net
Protein 27g
•
Vitamin C 2%
0%
11%
24% Calcium 8%
Iron 30% *Percent Daily Values are based on a 2,000 calorie diet.
BEST BEFORE 15 MAR. 2017
Distributed by Mondelez Global LLC East Hanover, NJ 07936 USA 1-877-299-1254 Made in Poland
Inside
INGREDIENTS: organic cocoa powder, organic cocoa, organic raw cane sugar Suitable for vegetarians
Cocoa, cane sugar, vanilla: traded in compliance with Fairtrade Standards. Total 100%. Visit www.info.fairtrade.net
Nutrition Facts Calories 270
Calcium 8%
24%
11%
0%
5%
5%
% Daily Value*
Calories from Fat 30
Serving Size 1 bag (20g) Servings Per Container 1
Amount Per Serving
Total Fat 3.5g
Saturated Fat 1g
•
Total Carbohydrate 33mg
Sodium 0mg
Dietary Fiber 6g Vitamin C 2%
Protein 27g
*Percent Daily Values are based on a 2,000 calorie diet.
Iron 30%
ADD HOT MILK
6/0.71oz (20.2g) ENVELOPES - NET WT 4.27 oz (121.2g)
BEST BEFORE 15 MAR. 2017
099
GRAPHIC APPLICATION
Distributed by Mondelez Global LLC East Hanover, NJ 07936 USA 1-877-299-1254 MADE IN POLAND
ORGANIC HOT CHOCOLATE DRINK
Green & Black’s
INGREDIENTS: organic cocoa powder, organic cocoa, organic raw cane sugar
Nutrition Facts Serving Size 1 bag (20g) Servings Per Container 1
Amount Per Serving
Calories 270
Calories from Fat 30 % Daily Value*
Total Fat 3.5g
5%
5%
Saturated Fat 1g
Sodium 0mg
0%
Total Carbohydrate 33mg
11%
24%
Dietary Fiber 6g
Protein 27g
Vitamin C 2%
•
Calcium 8%
Iron 30%
Distributed by Mondelez Global LLC East Hanover, NJ 07936 USA Call: 1-877-299-1254
*Percent Daily Values are based on a 2,000 calorie diet.
MADE IN POLAND
Cocoa, cane sugar, vanilla: traded in compliance with Fairtrade Standards. Total 100%. Visit www.info.fairtrade.net
& ORGANIC CHOCOLATE DRINK ADD HOT MILK 6/0.71oz (20.2g) ENVELOPES NET WT 4.27 oz (121.2g)
MADE IN POLAND 1-877-299-1254 Distributed by Mondelez Global LLC East Hanover, NJ 07936 USA BEST BEFORE 15 MAR. 2017 Cocoa, cane sugar, vanilla: traded in compliance with Fairtrade Standards. Total 100%. Visit www.info.fairtrade.net
*Percent Daily Values are based on a 2,000 calorie diet.
Iron 30% Vitamin C 2%
•
Protein 27g
Dietary Fiber 6g
Total Carbohydrate 33mg
Sodium 0mg
Saturated Fat 1g
Total Fat 3.5g
Suitable for vegetarians INGREDIENTS: organic cocoa powder, organic cocoa, organic raw cane sugar
Calories 270
Calcium 8% 24% 11%
0% 5%
5%
% Daily Value*
Calories from Fat 30
Amount Per Serving
Serving Size 1 bag (20g) Servings Per Container 1
Nutrition Facts
GRAPHIC APPLICATION
100
ORGANIC HOT CHOCOLATE DRINK
In-store Comparison
Compare with competitors on a shelf I chose chocolate hot drink powder package to compare with competitors in VONS. I noticed that the size of my package is too small - it’s about 2/3 height of the Starbucks cocoa powder package. Swiss miss has wider but thinner package. Both of their package have high saturated color and “delicious photo�. However, minimal transparent package stands out from all the high saturated color package. Minimal package also looks more thoughtful and premium.
So far, no one uses transparent package for chocolate milk powder package. Compared to Swiss miss package, my mockups look more interesting since people can clearly see the content.
102
Phase Two VERSION 1
Transparent . Minimal . White Simplify the previous design, keep the “transparent and simple” elements, and apply to four products. While stressing on the idea of revealing the process and showing the “real product” to customers, the challenge is all the necessary content need to be printed on the package. Chocolate’s direct contact to the plastic package will also make it messy.
GRAPHIC APPLICATION
103
6 SERVINGS
ORGANIC CHOCOLATE DRINK ADD HOT MILK
6/0.71oz (20.2g) NET WT 4.27 oz (121.2g)
GRAPHIC APPLICATION
104
ORGANIC CACAO NIBS TRINITARIO CACAO
3 PACKS
A pack of three individual package Cacao nibs are pretty strong and bitter that people usually only take a few per time. To keep the freshest taste, cacao nibs are packed into tube-like small individual pack. However, one package is never enough, - it’s sold in 3 packs!
A GOOD CHOCOLATE TASTE FROM THE SOIL We believe that by only using organic ingredients creates great–tasting chocolate. We ensures that farmers successfully grow their crops without the use of synthetic chemicals. Find more details at www.greenandblacks.com.
GRAPHIC APPLICATION
105
Fresh flavor in a cap! Tea of a kind created a new way of enjoy fresh tea - twist the cap to brew the tea!
Turn your bottle upside down It’s natural that the organic chocolate precipitates at the bottom of the bottle. Users usually have to shake the bottle (if they remember) before drink it. I took the idea of tomato sauce - the bottle is labelled upside down when it’s on the shelf. Users will turn the bottle and let the chocolate flow through the bottle. Now you can enjoy the organic chocolate milk!
Twist to release the chocolate! Cacao nibs are pretty strong and bitter. People usually only take a few per time. To keep the freshest taste, I designed the individual package for carry. However, one package is never enough, - it’s sold in 3 packs!
GRAPHIC APPLICATION
106
Pattern SPILL IT! SMEAR IT! DRAW IT! I spread cocoa powder all over a big sheet of white paper, throw cacao nibs on top of it, dipped the brush into chocolate spread and draw it randomly. I was having fun and hope packaging or logo ideas would come into my mind. Then I photoshot it and vectorized it. It became the pattern on final packaging design. Well... sometimes I did too much and it became a mess...
GRAPHIC APPLICATION
107
GRAPHIC APPLICATION
108
Phase Two VERSION 2
ORGANIC CHOCOLATE MILK
TRANSPARENT X BLACK To solve the problem that chocolate will melt on the plastic package and discourage customers, I took the idea of wine bottles and changed the plastic into black. It looks more premium and gets a good balance with white labels.
16 oz (448 ml)
GRAPHIC APPLICATION
109
GRAPHIC APPLICATION
110
STORY IN THE BOX When user open the package, they will see the story of organic chocolate inside.
ORGANIC DARK CHOCOLATE
ORGANIC COCOA POWDER 6/0.71oz (20.2g) NET WT 4.27 oz (121.2g)
APPRECIATE THE GIFT FROM NATURE
THE NATURAL FALVOR FROM THE FERTILE SOIL We believe that by only using organic ingredients creates great–tasting chocolate. We ensures that farmers successfully grow their crops without the use of synthetic chemicals. Find more details at www.greenandblacks.com.
Nutrition Facts
INGREDIENTS: organic chocolate, organic cocoa butter, organic cocoa, organic raw cane sugar, organic valinna extract
Serving Size 12 pieces (40g) Servings Per Container 2.5
Amount Per Serving
Calories 270
Suitable for vegetarians
Calories from Fat 30 % Daily Value*
Total Fat 25g
32%
65%
Saturated Fat 13g
Sodium 0mg
0%
Total Carbohydrate 33mg
11%
24%
Dietary Fiber 6g
Protein 4g
Cocoa, cane sugar, vanilla: traded in compliance with Fairtrade Standards. Total 100%. Visit www.info.fairtrade.net
Vitamin A 0% Iron 25%
•
Vitamin C 0% Calcium 2%
*Percent Daily Values are based on a 2,000 calorie diet.
Distributed by Mondelez Global LLC East Hanover, NJ 07936 USA
www.greenandblacks.com.
1-877-299-1254
STORE IN A COOL DRY PLACE BEST BEFORE
15 MAR. 2017 MADE IN POLAND
GRAPHIC APPLICATION
•
111
WHITE ON BLACK Take the design from wine bottle, I place the white label on the black glossy surface. It gives an elegant and premium impression. Black plastic also covers the messy chocolate inside the package.
70%
ORGANIC DARK CHOCOLATE
NET WT 3.5 oz (100g)
ORGANIC TRAY To solve the problem that chocolate will melt on the plastic package and discourage customers, I took the idea of wine bottles and changed the plastic into black. It looks more premium and gets a good balance with white labels.
GRAPHIC APPLICATION
112
Phase Three
Show the cocoa powder pack I explored different shapes of individual cocoa powder packs in either geometric or organic shapes. I also experimented different typefonts and sizes on the secondary package.
GRAPHIC APPLICATION
113
ADD HOT MILK
ADD HOT MILK
6/0.71oz (20.2g)-NET WT 4.27 oz (121.2g)
organic COCOA POWDER 6/0.71oz (20.2g) NET WT 4.27 oz (121.2g)
6/0.71oz (20.2g) NET WT 4.27 oz (121.2g)
organic COCOA POWDER
6/0.71oz (20.2g) -NET WT 4.27 oz (121.2g)
organic COCOA POWDER
6/0.71oz (20.2g)-NET WT 4.27 oz (121.2g)
GRAPHIC APPLICATION
114
Detract and overlap I wanted to take advantage of transparent package and play around overlapping. However, it is very hard to read on the package especially the distance between two layers is big.
GRAPHIC APPLICATION
115
APPRECIATE THE GIFT FROM NATURE
APPRECIATE THE GIFT FROM NATURE
www.greenandblacks.com.
www.greenandblacks.com.
Transparent green and black What if green type on black plastic or another way around? What if green type on transparent cocoa milk bottle? After experimenting different ways, I realized text on transparent surface is more difficult to read. Some of the big fonts can be printed on plastic but small fonts better be printed on paper.
Turqoise #79c6bd
INGREDIENTS: Organic chocolate, organic milk, organic cane sugar
APPRECIATE THE GIFT FROM NATURE
Suitable for vegetarians
Nutrition Facts Serving Size 1 cup (8 fl oz) 240 mL Servings Per Container 4
Amount Per Serving
Calories 140
Calories from Fat 45 % Daily Value*
Total Fat 5g
8%
3%
Saturated Fat 13g
Sodium 130mg
5%
Total Carbohydrate 20mg
7%
24%
Dietary Fiber 6g
Protein 4g
Vitamin A 10% Iron 6%
• •
Vitamin C 0% Calcium 50%
*Percent Daily Values are based on a 2,000 calorie diet.
KEEP REFRIGERATED BEST BEFORE 15 MAR. 2017
fresh
organic chocolate milk ~16 oz =448 ml
www.greenandblacks.com.
Distributed by Mondelez Global LLC East Hanover, NJ 07936 USA
MADE IN USA
GRAPHIC APPLICATION
1-877-299-1254
116
Black on black Black package has less contrast than white package then create a subtle feeling.
Partially transparent Play with the words cutoff and the different transparent in packaging to reveal chocolate. The chocolate shape and design change based on different concepts.
GRAPHIC APPLICATION
117
Leaf-like chocolate bar With leaf-like pattern partition lines, the chocolate bar gives the more natural feelings while keeping it simple.
GRAPHIC APPLICATION
118
Phase Four
A tray instead of hanging by strings The chocolate leaf shape became more organic as if it was scraped from the chocolate mass. There are 12 individual packs in one secondary package - which is more sustainable than a pack of 6. The corrugated tray separates individual packs elegantly and creates beautiful pattern.
GRAPHIC APPLICATION
119
Tray development Organic or geometric? Regular or irregular? Symmetrical or asymmetrical? Simple or patterned? I also experimented different structures to hold the cocoa powder leaf.
GRAPHIC APPLICATION
120
APPRECIATE THE GIFT FROM NATURE
www.greenandblacks.com. INGREDIENTS: organic chocolate, organic cocoa butter, organic cocoa, organic raw cane sugar, organic valinna extract Suitable for vegetarians
Nutrition Facts Serving Size 12 pieces (40g) Servings Per Container 2.5
Amount Per Serving
Calories 270
Calories from Fat 30 % Daily Value*
Total Fat 25g
32%
65%
Saturated Fat 13g
Sodium 0mg
0%
Total Carbohydrate 33mg
11%
24%
Dietary Fiber 6g
Cocoa, cane sugar, vanilla: traded in compliance with Fairtrade Standards. Total 100%. Visit www.info.fairtrade.net STORE IN A COOL DRY PLACE BEST BEFORE
15 MAR. 2017
Protein 4g
Vitamin A 0% Iron 25%
• •
Vitamin C 0% Calcium 2%
*Percent Daily Values are based on a 2,000 calorie diet.
Distributed by Mondelez Global LLC East Hanover, NJ 07936 USA 1-877-299-1254
MADE IN POLAND
12
All real content! All the labels have to follow the FDA rules and be graphically beautiful. Consider hierarchy, readability, understandability and the consistency, all the contents are modified in each round.
Natural color Purely white or black doesn’t appeal people’s appetite. Change the paper to more natural color - brown. Also add accent color “green” in the graphic which gives a more delicious and organic look.
GRAPHIC APPLICATION
121
Overlapping Using different colors and overlapping it to create interesting contrast.
organic cacao nibs
3 packs organic cacao nibs
Material contrast Use thin black plastic as secondary package and paper as the primary package so it won’t have too much plastic feeling.
GRAPHIC APPLICATION
122
VERSION 1
VERSION 2
Barcode at the bottom Pure white or black doesn’t appeal people’s appetite. Change the paper to more natural color - brown and add accent color “green” into the graphic. Everything looks more delicious now!
GRAPHIC APPLICATION
123
VERSION 3 APPRECIATE THE GIFT FROM NATURE Suitable for vegetarians
fresh
organic chocolate milk
fresh
organic chocolate milk
www.greenandblacks.com.
16 oz
Distributed by Mondelez Global LLC, East Hanover, NJ 07936 USA
448 ml
16 oz
448 ml
VERSION 4 APPRECIATE THE GIFT FROM NATURE Suitable for vegetarians
fresh
organic chocolate milk
fresh
organic chocolate milk
www.greenandblacks.com.
16 oz
Distributed by Mondelez Global LLC, East Hanover, NJ 07936 USA
448 ml
16 oz
448 ml
VERSION 5 APPRECIATE THE GIFT FROM NATURE Suitable for vegetarians
fresh
organic chocolate milk
fresh
organic chocolate milk
16 oz
www.greenandblacks.com.
448 ml
16 oz
Distributed by Mondelez Global LLC, East Hanover, NJ 07936 USA
448 ml
GRAPHIC APPLICATION
124
Phase Five Dip your cocoa powder into your milk Apply the pattern and logo on an offwhite mug and make it as part of the marketing campaign. It shows how cocoa powder pack melt in milk.
GRAPHIC APPLICATION
125
EDIBLE, WATER-SOLUBLE PACKAGING
INGREDIENTS: organic cocoa powder, organic cocoa, organic raw cane sugar Suitable for vegetarians
Nutrition Facts Serving Size 1 bag (20g) Servings Per Container 1
Amount Per Serving
Calories 270
% Daily Value*
Calories from Fat 30
Total Fat 3.5g
4.27 oz =121.2 g
Saturated Fat 1g
each 0.71oz
Sodium 0mg
Cocoa, cane sugar, vanilla: traded in compliance with Fairtrade Standards. Total 100%. Visit www.info.fairtrade.net
Total Carbohydrate 33mg Dietary Fiber 6g
Protein 27g
Vitamin C 2%
•
Calcium 8%
Iron 30% *Percent Daily Values are based on a 2,000 calorie diet.
BEST BEFORE 15 MAR. 2017 MADE IN POLAND
Distributed by Mondelez Global LLC East Hanover, NJ 07936 USA 1-877-299-1254
GRAPHIC APPLICATION
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Midterm Presentation Nov. 17. Tuesday, 201w6 It was the first time having an official presentation of the project in front of instructor, classmates and guests. All packages in four forms had to be completed and well-executed. Overall I got a pretty good feedback and needed some minor twists. The guest and my instructor were especially in love with cocoa powder packaging design. The A-HA moment is the time when I put the cocoa leaf into a cup.
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Milk cup The idea of showing how cocoa powder leaf dissolving in milk is good. But how does it show it in gallery? It can be photoshopped and put it on the poster. Or why not chromotech the green pattern and the logo on the cup to make it like a promo item?
Cocoa powder leaves The organic shape of the powder leaf looks delicious and beautiful. When cocoa powder leaves are lined up in the transparent box, it creates a beautiful pattern at the side. Suggestion: emboss logo on each leaf.
Chocolate bar It’s beautiful. But it seems too much plastic in the package and contradicts to my concept. Why not use thinner plastic as I use for cacao nibs? Replace the front paper label with chromotech but all the fonts are in beige.
MIDTERM PRESENTATION
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Chocolate milk Uneven printing on paper is distracting and the overlapping part needs to be improved or move away from the logo. Suggestion: show the chocolate milk content transparently; use the green graphic on the cap.
Cacao nibs They love the contrast between paper with warm color and black plastic secondary package. The green pattern beautifully wrapping around the package works pretty well.
MIDTERM PRESENTATION
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BEFORE This version is shown at midterm presentation. The instructor suggest change the plastic to the thinner one and replace the paper label with chromotech. (It will be hot-stamp printing in the real case.)
AFTER The thinner plastic softly wraps around the chocolate bar and the transparent front totally shows the leaf pattern. The suggested modification is enlarging the logo and lengthen the top opening cover.
MIDTERM PRESENTATION
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More transparent! This version is shown at midterm and the paper fully wraps around the bottle. What if it only partially covers and allows user to see through?
MIDTERM PRESENTATION
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Materials & Manufacturing Process Paper - recycled handmade paper Recycled handmade artistic paper has a special texture and thus create intimate feelings to user.
Plastic - PLA instead of PVC PLA (polylactic acid) is a biodegradable and bioactive thermoplastic aliphatic polyester derived from renewable resources, such as corn starch (in the United States and Canada), tapioca roots, chips or starch (mostly in Asia), or sugarcane (in the rest of the world). In 2010, PLA had the second highest consumption volume of any bioplastic of the world. Polypropylene Polypropylene (PP) is a versatile thermoplastic material, compatible with many processing techniques and used in many commercial applications. PP is available in a wide variety of melt flow rates, ranging from 0.3 to over 1000 g/10 min, and it is easily recyclable. It can be processed by all methods, including injection molding, blow molding, extrusion, blown, cast film, and thermoforming.
MANUFACTURING PROCESS
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“Sustainable packaging is more than just recycled materials. It is derived from natural and safe products that are recyclable. It may be sourced, created, or transported using renewable energy sources. The technologies used to produce the sustainable package are usually ecological and clean, as well.” While it’s important to use sustainable resources to make the product packaging recyclable, considerations of other processes associated with packaging should also be included in a sustainable initiative. Use renewable energy sources to power manufacturing and information technology processes. Using renewable energy credits is another way to offset energy use when a company can’t actually incorporate green technology. Try to make all shipments of materials, products, and packaging as efficient as possible. Focus on improving packaging size, decreasing the overall number of shipments, and improving transportation methods. Recycle, reuse, or compost as much unused or discarded material as possible.
Ink Many inks are comprised of four components colorants, vehicles, solvents, and additives. In the recycling process, some inks can bleed or dissolve during agitation in hot water, which can discolor collected material. This could be related to properties of the colorant selected, or it may be due to the ink vehicle selected. This type of contamination may also vary by the equipment available at the recycling facility and specific recycling conditions utilized, such as variations in deinking equipment.
Heat transfer printing The major advantage of heat transfer decorating is that it is a dry process. There are no storage problems with flammable materials or strong odors, no ink mixing and no messy clean-up. The decorated part also is ready to be handled or packaged directly after printing. Printing and registration of the artwork is done on high-tech presses where multiple colors are printed in registration to each other. The image quality, along with the art registration, is inspected prior to the application process, thus minimizing scrap.
Adhesives Packaging accounts for one of the largest markets for adhesives. Label adhesives should be water soluble or dispersible at temperatures between 140 °F to 180 °F in order to be removed in conventional washing and separation systems used to process recovered polymers. If not removed, they may become contaminants and/or cause discoloration. Adhesives with densities similar to water are difficult to remove, particularly when processing recovered paper products.
MANUFACTURING PROCESS
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Shipping The packages are all in geometric shapes which are easily stacked and packed into big boxes and shipped from Poland to other places in the world.
Corrugated boxes EcoEnclose boxes are made from a mix of 95% post-consumer waste and 5% post-industrial waste. Absolutely NO new materials are used in the manufacturing of these ridiculously green shipping cartons. Fully recyclable and biodegradable and absolutely NO virgin fiber content. Corrugated bubbles EcoEnclose Corrugated Bubble may very well be the single most earth-friendly shipping supplement ever witnessed anywhere in the sordid multi-millenial epic history of packaging parcels. EcoEnclose is a green alternative to traditional bubble wrap and foam peanuts! The unique Recycled Corrugated Bubble is comprised of 100% recycled cardboard made entirely from post-consumer and post-industrial waste. It is completely recyclable & naturally biodegradable. SHIPPING
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100% Recycled Shipping Labels Constructed from 100% post-consumer content paper, our earth-friendly shipping labels are available in classic white or natural kraft for a crunchy, organic feel. The color of our kraft labels blends with cardboard which makes them a handy solution to covering up existing markings on pre-used boxes. Reuse old boxes without the clutter of old shipping labels!
Eco-Friendly Carton Sealing Tape
EcoEnclose recycled labels feature pressure-sensitive, self-sealing adhesive. It’s printable on laser or inkjet printers.
EcoEnclose offers several options in ecofriendly carton sealing tape. Paper or plastic? Plastic tape remains the industry standard because it is the easiest to come by. In place of your ho-hum ‘plastic’ tape, EcoEnclose has married a cellophane backing with a natural rubber adhesive crafting the perfect tape. The Cello Carton Sealing Tape is uniquely and entirely plant-derived, renewable, and naturally biodegradable. For high-volume applications you will discover our water-activated Kraft Paper Tape is better performing, more reliable, and more affordable per box seal. Most often, 1 strip of paper tape will do the job of 3 strips of plastic tape. The savings add up pretty quickly. Paper is a more sustainable option. For low-volume shipping, Green and Black’s can use Kraft Flatback Tape. The unique biodegradable blend of paper backing and pressure-sensitive natural rubber adhesive is easy to tear - no dispenser is necessary.
SHIPPING
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Art Direction
Propose three distinct art directions for the final packaging photoshoot. While developing the scene, keep in mind contrast, depth of field, angles, props, number of shots, and close-ups.
Self-made cocoa pecan oat balls
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1.
Modern Kaiseki - white acrylic, black background lit with yellow warm light makes the scene natural and simple.
ART DIRECTION
QUICK COMP Quickly photoshop my midterm photograph in the scene I want.
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2.
Flat perspective - place the products on the table top and shoot straight from the top of it. The table top can be wood, stone, or beige color painted concrete.
QUICK COMP
cocoa powder
milk
chocolate bar
cacao nibs
cocoa powder
milk a coco er powd
milk
late
choco bar chocolate bar
cacao nibs
cacao nibs
ART DIRECTION
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3.
Clean, white, minimal basic white background with slightly yellow ambient light brings the modern and natural feeling. Products can be placed in different angles on the white stairs which creates interests composition-wise.
ART DIRECTION
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CLOSE UP SHOT Clean white background can help the graphic on my transparent package more readable. I also want the close up shot for “how it works” (see the illustration below).
ART DIRECTION
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PROFESSIONAL PHOTOSHOOT Jason Ware is very experienced in product photography. He knows how to get a good shot by laying out products properly, adjusting lighting and finessing the details. We spent more than 3 hours in his studio and got beautiful 4 shots.
appreciate the gift from nature
Cocoa powder packs in water-soluble edible packaging
Dip it in hot milk, and enjoy it.