PROCESS MANUAL
DESIGN ANALYSIS
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Purpose
Need
Goal
The catalyst of this project is to create a sustainable, yet comfortable packaging for on the go items like a wrap. Many ready to eat meals are inconveniently packaged. Many vegetarian specific companies only carry frozen items, so this company aims to create fresh options for consumers.
A market for busy vegetarians or vegans who want quick, yet fresh meals, is currently underserviced. However, current packaging for these items are bulky boxes. They lack the ease of eating without a plate because of its difficult nature.
This new packaging perfectly sits in your hand. Reusable eco-wrap, made from beeswax and cloth, eliminates plastic and allows for leftover preservation. This gives consumers a chance to continue using part of their packaging for other purposes.
Strategy
Market
Summary
The new action of creating fresher (not frozen) prepared meals is the inspiration behing the company name and logo. Modern, yet high end, graphic elements throughout advertisements, merchandise, and packaging the consumers eye is captured. The unique offer of a sustainable corporate food producer sets NU FOODS apart from other vegetarian companies.
The company’s products are crafted with the young and urban consumer in mind. Flagship stores will see sit down meals when the college student or young adult can spare more than a brisk walk to the metro station.
Environment first kept the project grounded. Vegetarians ultimately care about the environment and a packaging that is attractive, but sustainable yielded the NU FOODS brand. Existing biomimicry technology seamlessly cut plastic and lessened cardboard in the packaging section. The majority of vegetarians seek prepared meals that are still healthy and fresh - we provide that.
COLOR PALETTE Use the colors from the left column for all logos. From the right column, the lighter green is used for background and the darker green is used for the NU pattern. No alteration is to occur with the colors, such as opacity change. The black used is set at 90%.
Logos
Pattern CMYK: 80 / 1 / 92.5 / 0
CMYK: 58 / 0 / 68 / 0
RGB: 14 / 175 / 85
RGB: 112 / 194 / 126
#0eaf55
#70c27e
CMYK: 23/ 100 / 85 / 16
CMYK: 72/ 0 / 92/ 0
RGB: 169/ 30/ 48
RGB: 70/ 183/ 84
#a91e30
#46b754
CMYK: 76 / 7.5 / 39 / 0
CMYK: 0 / 0 / 0 / 90
RGB: 17 / 173 / 169
RGB: 65 / 64 / 66
#11ada9
#414042
GRAPHIC STANDARD | 9
TYPOGRAPHY Logo font is Phenomena with 25 tracking. All other text uses Gotham Rounded Light at 10 pt size with Optical Kerning. Headings and highlights use Gotham Rounded Medium. Phenomena is to be used sparingly to not compete with the logo or pattern.
Phenomena ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789?!@#$%&
Gotham Rounded Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789?!@#$%&
Gotham Rounded Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789?!@#$%&
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PATTERN Use the pattern appropriately. The simpler the better, but where embellishment is needed use the pattern. Background color is found in the color palette and use appropriately as well.
GRAPHIC STANDARD | 11
BUSINESS SYSTEM Use the full pattern for the front of the business card and small strip template for the bottom of the card. Logo is centered on the pattern. Gotham Rounded Light is used for informational text with 16 leading. Employee name is in Gotham Rounded Medium in all caps. The letterhead uses Gotham Rounded Light for the body at 10 with 14 leading and Optical kerning. The pattern template masks the back of the letterhead. The envelope is Gotham Rounded Medium for the text 10 with 18.75 leading and Optical kerning. The pattern template masks the back of the envelope.
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ADVERTISEMENT Our slogan “never looked so fresh� will be attached to most, if not all, advertisement. Use appropriate judgment for its placement. Busy transportation hubs will also feature our signature ads. Our vehicle used to deliver our fresh products features the same design.
GRAPHIC STANDARD | 15
BIOMIMICRY Gecko Feet
NATURE
RESEARCH
IMPLEMENTATION
Geckos are small, but mighty and overlooked lizards. They have an abundance of unique qualities that are rarely seen in nature. Strangely, most do not blink so they lick their eyes for moisture. A highly researched area are their feet. Using its feet they can attach themselves to almost any surface.
Above is an extreme close up of the setae found on the toes of gecko’s. They “act as a soft substrate that can conform to surfaces.” Research at UMass Amherst examined their layering and sticky qualities to develop different fabrics with adhesive qualities. The US Department of Defense gave a grant to the lab.
Their continuous development of the synthetic adhesive created the fabric above, which vertically holds an iPad. Their constant testing has found that a 4x4 inch piece of Geckskin can hold 300lbs on glass. The versatility this textile has can radicalize the armed forces. It may allow them to gain better espionage skills.
PACKAGING | 19
BIOMIMICRY Agar
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NATURE
RESEARCH
IMPLEMENTATION
Running on the beach or swimming in the ocean we’ll encounter seaweed, and the like, unaware of its properties and potential to change the world of plastics. While agar is traditionally used for gelatinous desserts and other foods, researchers discovered an innovative use.
Boiling the algae releases a substance called Agar. Japanese design group, AMAM, began an ongoing research project on agar as an alternative for synthetic plastics. As a potential replacement for plastics, this changes the way materials will be packaged. It’s biodegradable qualities dawned a new wave of sustainability.
This new technology steered designers to create better packaging. It’s edible attribute allowed designers in London to use this technology to create an edible water package. This will change the way future water is packaged - less harmful plastic water bottles and packaging scattered through our planet.