process manual
table of contents
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introduction mission statement creative brief
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logo development sketches digital development final logo
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graphic standard logo ratio & variations incorrect logo usage color palette & typography final business system website & app merchandise & advertising
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package development biomimicry initial sketches & prototypes label sketches & refinement final packaging
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design analysis
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introduction
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mission statement Delizioso aims to provide an option for gourmet dining in grocery stores nationwide; those who don’t have time to cook or don’t have access to local stores with artisan goods can still enjoy the taste of homemade pasta sauce. With Delizioso, you can still get the taste of homemade pasta sauce from the store. Our company provides several different flavors of gourmet pasta sauce in convenient, eco-friendly packaging that is tasty and perfect for smaller portions.
creative brief needs
background
Delizioso aims to provide an option for gourmet dining in grocery stores nationwide; those who don’t have time to cook or don’t have access to local stores with artisan goods can still enjoy the taste of homemade pasta sauce. It is also perfect for those cooking for only one or two, and do not want to commit to finishing an entire jar of sauce by themselves. Its unique packaging will immediately draw attention from those looking for an alternative to the standard pasta sauce that most consumers are used to.
Currently, the market offers a wide variety of pasta sauces in many different flavors. However, almost all of them come packaged in jars, and have similar labeling that makes it difficult to distinguish one from the other; this creates a manufactured feel, and also makes it harder to pick one that stands out. They also come in relatively large servings, and can be hard for one person to finish the entire jar before the expiration date. Delizioso offers smaller portions of gourmet pasta sauce for those who desire a homemade taste. The packaging will make it easy to control serving sizes, and also eliminates the use of other utensils to scoop it out.
project objective Delizioso aims to provide a unique, user-friendly, sustainable way of packaging pasta sauce, while also offering a gourmet option to consumers -- whether it be at their local store or a nationwide chain. The goal will also be to create a memorable and distinctive brand identity for Delizioso, so that customers can remember that packaged food from the grocery store can still be artisan and taste homemade.
project strategy Delizioso will offer three different flavors of pasta sauce (traditional, alfredo, and garlic mushroom), which the consumer can eat as is or add ingredients to. It will be packaged in a recyclable or biodegradable plastic (potentially post-consumer resin or flexible cornstarch plastic) tube, 2 x 8.5 inches, that will allow the consumer to easily control the portion size and maximize their storage space. Due to its small portion size of 325 mL (about half the portion of regular pasta sauce jars), it can be sold in units of three, with each flavor, or individually. It will largely be advertised through magazines and digitally.
message Delizioso provides several different flavors of gourmet pasta sauce in convenient, eco-friendly packaging that is tasty and perfect for smaller portions.
audience Delizioso will be sold in the United States as a gourmet pasta sauce with smaller portions, and therefore aimed towards young adults of both genders -- without large families -- in their early twenties to early thirties. Due to Delizioso being a higher end brand, it is more suitable for those of upper-middle class, or those who do not mind splurging on a gourmet product once in a while. Its sleek and minimal packaging will also draw attention to those who do not want to buy a large jar of sauce. Its serving size makes it perfect for one to two people who want to enjoy a quick and easy meal without sacrificing time for taste. It will also target those who are looking for a more artisan choice amongst the many manufactured pasta sauces.
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logo development
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logo sketches While brainstorming logo ideas, I imagined a script font that would convey a sense of sophistication and tradition. I initially played around with the brand name “Basilico�, the Italian word for basil, since basil is a key ingredient in many sauces. Rather than simply having a typeface for the logo, I wanted to incorporate a design element that would both indicate what the product was, and also give an artisan, gourmet feeling to the brand. After receiving feedback, I decided to further explore the idea of a script typeface that interacted with a graphic element.
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delizioso digital development After changing the brand name to Delizioso, I moved onto digital explorations, where I played around with several fonts that looked more handwritten. However, I found that it was difficult to find a balance between a typeface that was both legible and maintained the feeling of sophistication that I wanted for the brand. I played around with the interaction between the brand name and a fork with pasta wrapped around it, attempting to somehow connect the two in a fluid way. After refining the fork and editing the pasta to look more detailed, I added color by placing a circle in the background. This color becomes interchangeable between the various pasta flavors. The final logo was complete after adjusting the serifs in the “d” and “l” of Delizioso -- in order to make it more readable -- and lengthening the handle of the fork to extend past the circle, creating a figure-ground aspect.
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final logo Delizioso’s logo was designed around a script typeface, in order to give the feeling of a more high-end, gourmet product. The bits of pasta create an interaction between the illustration and the text, and the extension of the fork past the circle produces a dynamic between the foreground and background. The solid circle of color helps to give a crisp, modern feel to the logo, and can also be exchanged with other colors, to match different flavors.
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graphic standard
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logo ratio
logo variations
The logo can be scaled to any size, given that the following proportions are maintained. Since the logo is contained within a circle, the length and width should be equal whenever it is resized. The logo should be sized down to no smaller than 1x1 inch, to maintain legibility. There should also be a clear space of “x� on each side of the logo, so that it does not appear cluttered or squished next to text or other elements.
11.5%
The following are appropriate variations of the logo. The tan and green colors indicate the Alfredo and Mushroom Basil flavors, respectively. Black and white is also an option, in case color is not feasible. While the logos look best against white, it is also possible to place it against a background of the same color as the circle, as demonstrated on the back of the company’s envelope.
65.3%
14.15%
23.29%
42.8%
19.5% x x
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incorrect logo usage
improper adjustment of the fork
removal of the fork
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improper adjustment of the circle size
improper adjustment of the font size
use of color not in the color palette
improper adjustment of circle location
typography
color palette The deep, red color that acts as the primary color for Delizioso’s logo was chosen to imitate the color of traditional marinara sauce. Since the packaging is unique, it is important to maintain this aspect of familiarity for customers. The two shades of grey help to create dimension on the illustration of the fork, while the light yellow was chosen to mimic the color of pasta. The green and tan colors will replace the red on packaging for the Mushroom Basil and Alfredo flavors, respectively. The red, green, and tan colors are rich tones that help give the product a sense of sophistication.
The main typeface for Delizioso is Willona, with a couple adjustments made to the strokes in the “d” and the l” in order to increase legibility. Delizioso’s business system uses Gill Sans Regular for body copy, and Bodoni Std in Bold Italic for headings. Since the repeated appearance of Willona -- in addition to the logo -- could become overwhelming, Bodoni Standard helps maintain the traditional, yet crisp feeling of Delizioso’s logo. Gill Sans matches well with Bodoni, and creates a contrast and balance between itself and Willona and Bodoni.
Willona ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz CMYK: 30, 90, 94, 33 RGB: 133, 43, 32 # 842C1F
CMYK: 0, 0, 0, 20 RGB: 209, 211, 212 # D1D2D4
CMYK: 4, 8, 61, 0 RGB: 246, 224, 128 # F6E080
CMYK: 65, 49, 93, 45 RGB: 68, 76, 37 # 444C25
CMYK: 27, 57, 88, 10 RGB: 174, 114, 56 # AE7238
CMYK: 0, 0, 0, 40 RGB: 167, 169, 162 # A7A9AB
Gill Sans (Regular) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Bodoni Std (Book Italic) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
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final business system The business card is the standard 3.5 x 2 inches. It features a fork illustration on the front, with the employee’s name in Bodoni Standard Bold Italic, and their position in capitalized Gill Sans below it. The information below includes e-mail, phone number, and the address for Delizioso’s headquarters. The back features Delizioso’s logo, centered, and the website below it. The envelope is the standard 9.5 x 4.125 inches. Using the fork illustration as a repeating element, it appears again under the return address in the upper left corner, with the pasta extending out to the center. The back of the envelope features Delizioso’s label in the center on the flap, which has the primary red color to introduce color. The red also continues on the inside of the envelope when you open it. The letterhead is on standard 8.5 x 11 inch paper. In order to maintain a corporate and professional feeling, it simply has the Delizioso logo on top and the contact information at the bottom.
Date Name Address City Dear, Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce blandit augue sit amet massa faucibus finibus. Sed rhoncus sapien sit amet velit eleifend, nec consequat ante finibus. Maecenas ut mollis dui, ut fermentum turpis. Donec id ultrices eros, blandit egestas tellus. Morbi id pretium nunc. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Nulla ut imperdiet nisi. Sed nec tincidunt lacus, quis aliquet mauris. Sed molestie nec lectus id fringilla. Suspendisse potenti. Donec massa nisi, accumsan ac neque vitae, finibus tempus felis. Nunc eget mauris mi. Aenean ut leo et mi tristique mattis. Pellentesque dignissim faucibus varius. Sed justo sem, commodo id mauris vel, ornare auctor libero.Vestibulum mollis metus arcu, et porttitor metus egestas sit amet. Vestibulum consequat tortor in lectus pharetra, ut viverra metus dapibus. Ut in vehicula urna. Proin finibus dolor nisi, eget commodo nibh consectetur sit amet. Nulla magna elit, hendrerit dignissim condimentum ullamcorper, rutrum quis orci. Nunc turpis ex, congue eu posuere in, mattis id diam. Sincerely, Name
Delizioso
345 Montgomery St, San Francisco, CA
888.345.9438
delizioso.com
Delizioso 345 Montgomery St San Francisco, CA 94018
john doe
John Smith 384 Crane St Foster City, CA 94404
CREATIVE DIRECTOR johndoe@gmail.com 888.432.9483 345 Montgomery St San Francisco, CA 94018
delizioso.com
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website The Delizioso website will include information about the company, its goals and sustainability. It will also have nutritional information available and recipes for the consumer to try.
app The Delizioso app will make recipes and information more accessible to those who use their phone more frequently; it will also be easier to reference if you are in the kitchen, and do not want to open your laptop.
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transportation & merchandise Our products are transported to retailers by truck that features Delizioso’s logo. Merchandise is available in several forms on the website. All products are made from recycled material -- such as organic cotton for the t-shirts -- to promote Delizioso as a sustainable and environmentallyconscious brand. The merchandise includes the brand in different varieties, and maintains a minimalist and fresh aesthetic.
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advertising Outside advertisements bring brand awareness. The large scale of the logo and short tagline help audiences to recognize and remember Delizioso. The billboards are simple enough to read when passing through high-traffic areas, and posters at bus stops allow people time to browse the website on their phones while waiting. Print advertising caters to a more targeted audience. By advertising in those who regularly read and flip through food magazines, Delizioso can spread brand awareness to customers who might enjoy cooking, but might not always have time to create pasta sauce from scratch. Print advertising uses appealing photography to showcase the product, which helps to maintain the artisan feel of Delizioso and remind the audience that it is gourmet.
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package development
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biomimicry: lotus flowers
what it is
properties
design application
The lotus flower originates from southern Asia and Australia, and represents India as the national flower. They have a lifespan of over two years and are mostly grown in water gardens, with its roots deep in the mud and long stems that allow the flower to sit on the surface of the water. Since it is edible, in India it common for people to snack on seeds and pickle the stems; furthermore, in Asia, the petals can be used as a garnish, and large leaves can act as a wrap for food.
The lotus has a bumpy outer layer that is coated with a superhydrophobic property, which allows the plant to clean itself. When water drops on lotus leaves, it forms spherical beads that wash away dirt as they roll off. This is property is essential to them, as it prevents infections from fungi and bacteria in their muddy living environment.
This self-cleaning property has inspired many products such as self-cleaning paints, roof tiles, glass treatments, and soil-repellent fabrics. It has also helped decrease the use of water and detergents, and helps to increase the longevity of exterior surfaces that can be difficult to clean, such as concrete and stucco. While the “lotus effect� is commonly found in products for households and and buildings, scientists are also attempting to expand its uses towards the medical field. Furthermore, this property could be useful for packaging liquid solutions; it could possibly act as a coating on the inside, so that the product could come out more easily.
sources http://www.theflowerexpert.com/content/aboutflowers/exoticflowers/lotus http://jncc.defra.gov.uk/page-5592 http://www.nanowerk.com/spotlight/spotid=19644.php
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biomimicry: bromeliad leaves
what it is
properties
design application
Bromeliads are plants that belong to the Bromeliaceae family, a species that originates from the New World tropics and subtropics. They are known for their bright, rosette-shaped flowers, and are capable of growing both inside and outside, as long as the temperatures are not freezing. They possess many unique qualities and are plentiful in South America, particularly in Brazil.
Some bromeliads grow in an environment that is not as nurturing, causing their leaves to form convex shapes that allow them to collect water. Pulled by gravity, this water trickles down into the center of the plant, creating a pool of nutrients that help sustain them. Additionally, similar to the lotus flower, the leaves of bromeliads are hydrophobic. This assists in the creation of the pool: rather than being absorbed, the water rolls down the leaves.
The structure of the bromeliad inspired a group of students who were looking to solve the issue of lack of water in rural communities. They mimicked the shape of the leaves and created a funnel that would allow rainwater to drip into a container at the bottom. This design won them second place in a Biomimicry Student Design Challenge. Although it is a simple shape, it utilizes gravity to become both a vessel and container of liquid; it is also seen in several objects that many of us use in our everyday lives, such as squeeze tubes and some coffee machines.
sources https://asknature.org/strategy/leaves-capture-water-2/#.WTeKRRMrIym http://www.tropical-rainforest-facts.com/Tropical-Rainforest-Plant-Facts/Bromeliad-Facts.shtml http://downtoearth.danone.com/2014/01/09/biomimicry-how-nature-inspires-innovative-solutions-to-water-management-issues/
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initial sketches & prototypes I knew from the beginning of the project that I wanted to pursue the idea of packaging pasta sauce in a tube. This would be more user-friendly and take less resources to produce than the typical glass jar. Although those are reusable, not all people are able to finish the sauce in a timely manner after opening it. After receiving initial feedback, I added a window to the front, so that people would easily be able to tell what the product was. However, after this, I struggled with deciding whether or not there should be external packaging to give the tube more stability when being shelved. Inspired by geometric shapes and the modularity of triangles, I also briefly played around with the idea of selling three different flavors in one package, due to the nature of the small serving size. Ultimately, I decided that external packaging would be unnecessary and wasteful, since a large cap size would allow the tube to stand firmly on its own.
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label sketches I realized that it would likely be difficult and expensive to create plastic squeeze tubes with a clear window. Instead, I decided on having a clear tube, with the labeling strategically placed on top so that you could see through to the product. Initially, I sketched a more playful cutout that would leave a bottom portion of the tube clear; however, after visualizing it, I felt this would make the back too cluttered with information and nutrition facts.
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labeling refinement Entering digital development for my labeling, I chose to pursue my original idea of having a rectangle window in the center of the tube. Due to the shape of the tube, it took several trials of printing out labels and testing them to see how it looked wrapped around the packaging.
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final packaging When researching, I found that there are companies that provide tube packaging for food made out of recyclable plastic or sugarcane. Rather than constructing my final packaging out of paper, I wanted to create something that would be more representative of the actual material. I purchased a sheet of plastic and made measurements and scores in order to form a tube shape.Various trials proved that because of how thick and stiff the plastic was, glue and heat would not properly hold it together. With an X-Acto knife and double-sided tape, I was able to create a tube shape that imitates manufactured tubes. Though I had considered incorporating a key at the top of the tube, so that people could use it to squeeze out the last bit of sauce, I decided against it. The material of the tube would likely be too thick for this extra element to be useful; additionally, the consistency of the sauce, in combination with the ability to store the product standing on the cap, should suffice to prevent this issue.
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design analysis
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introduction Delizioso aims to provide gourmet pasta sauce in smaller portions, in a packaging that both maintains the high-end feel of the brand while still being eco-friendly.
problem statement On the current market, almost all pasta sauces are packaged in glass jars, which requires using many resources that damage the environment. Additionally, the similar aesthetics of various companies’ brandings and the nearly identical packaging makes it difficult to distinguish one from another. Furthermore, the serving sizes can be too large for one person to finish on their own in a timely manner. Delizioso aims to address all these problems and more: our packaging is not only more user-friendly and easier to store, but it is also mindful of the environment and the individual who might not want to commit to an entire jar of pasta sauce. Finally, as a gourmet product, it offers the taste of homemade pasta sauce despite being sold at the grocery store.
objectives The ultimate goal of Delizioso is for our product to be available in grocery stores nationwide, so that everyone can have access to a gourmet, artisan product at their convenience. This will require initial distribution at farmer’s markets and mom and pop stores, in addition to small scale advertisements and distribution of promotional materials. As a San Francisco based company, the next step would focus on shelving Delizioso at major chains in Northern California. Following this, we plan on expanding into Southern California, and then into other major cities in the United States. By the fourth year, we expect to have gathered a large enough audience and awareness to expand into stores all over the nation.
methodology Year 1: Local Stores Delizioso will start out being sold at farmer’s markets and local independently-owned stores around the San Francisco and Bay Area. During this time, there will also be distribution of promotional materials such as aprons, t-shirts, tote bags, in order to raise brand awareness. Advertisements will also be placed in local grocery store catalogues. The small team will consist of quality control specialists, a few designers, and a few marketing and sales experts to assist with distribution. Year 2: Chains Across California In the second year, Delizioso will expand to supermarket chains in Northern California, such as Trader Joe’s and Safeway. Following this, Delizioso will start being shelved in Southern California chains. During this time, advertisements will also increase in scale, beginning with promotions on billboards and bus stops. This will also include print advertisements in gourmet food magazines, in order to reach a more targeted audience and remind people of the convenience of our product. As the number of stores we sell at increases, so will the team, so as to keep track of sales, marketing and finances.
Year 3: Expansion Into Major Cities After expansion in California, we will begin the same process in other major cities around the United States, such as New York, Chicago, and Houston. Due to the large population in California, brand awareness is expected to increase dramatically, which will eliminate some of the earlier steps of sales in cities. This will require establishing headquarters in at least one or two of these cities, to create an even distribution of labor and to oversee expansion and sales activities. Year 4: Available Nationwide By the fourth year, after becoming well-established in other major cities, Delizioso is expected to be on shelves of grocery stores nationwide. At this point, large-scale advertisements will cease and marketing will focus on loyal customers and customer feedback.
evaluation The sales and progress of Delizioso will be monitored by monthly meetings, both within the departments and between department heads. These meetings will discuss what has been effective, what could use improvement, and possible suggestions or ideas about company growth from individuals. Sales departments will keep track of records, and will perform quarterly analyses to compare our actual sales to our desired sales. These will all be reported back to the main headquarters in San Francisco, so we can compare which cities are more successful and the methods they used to achieve this success. We will obtain feedback through ratings and suggestions on our app and website. The aforementioned procedures have been chosen to regularly track progress and maintain connections both within and across locations.
project summary Consumers should not have to feel like they are settling for bland, store-bought pasta sauce; nor should they have to discard the remains when they have not used the entire jar of sauce in time. Delizioso provides gourmet taste in environmentally friendly packaging, with portion sizes that are perfect for two to three servings. Its unique packaging and sophisticated branding will certainly catch people’s eyes at the supermarket, and will become the perfect product for those who are searching for a more authentic taste, but might not have the time or knowledge to cook. We will slowly expand our company from its roots to nationwide; our step by step approach will ensure that we are not rushing any part of the process nor spending money on areas where it is unneeded. However, one challenge would be the tube packaging creating the opposite of the intended effect of the brand; rather than viewing it as a gourmet, artisan product, people might feel as though it is too manufactured. Despite this, we have our reasoning behind our packaging -- and our hope is that as we expand, we familiarize the public with the concept of squeeze tube packaging for food. Even when reaching consumers nationwide, Delizioso will stand by its principles of sustainability and authenticity, and will always aim to provide our customers with convenience and rich, flavorful pasta sauce.
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