Packaging Journal Spring 2018 by Classie Powell

Packaging Journal SPRING 2018. Classie Powell 3

Table of Contents 4

6 Packaging

7 Personas

12 Packaging Research

14 Green Packaging

16 Project One: Pan Inc 5

46 Project Two: Fares of the Caribbean

72 Pan Inc Sprint

76 Fares of the Caribbean Sprint

82 Just a Lil Mr. Fox

PACKAGING. What is this "packaging"?

pack·ag·ing /pakijiNG/ noun »» materials used to wrap or protect goods. »» the business or process of packing goods. »» the presentation of a person, product, or action in a particular way. Packaging is the first impression of a product and it needs to draw people in and hold their interest. Packaging needs to protect and position itself through identity and its embodiment of the brand essence. It identifies what it is, brand, flavor, color, size, etc. The package should have presence in its environment and be separate from its competitors. I should consider standing out from similar packages through systems, color, and attraction.

PERSONAS. Kyle Vice- Service Designer, Seems Nice. Personas - fictional representations of customers or users Kyle Skyped us to talk to us more about personas and how he works with them. Some of the presentation was difficult to see and hear which was a bummer, but overall it was interesting. He talked about how people are separated into tiers. The middle tier is larger and I think it's a larger part of the focus for projects than the top tier. Each behavior that is found during the research needs its own persona that defines how that "person" thinks, how they feel, and what they do. Which sounds kind of creepy, but OKAY. Qualitative research, like interviews, seems like it is more relied on to developing the persona and the quantitative research is a confirmation. â&#x20AC;&#x192; As we talked with Kyle, I learned that one persona could be prioritized over others, which is rather interesting since I assumed they needed to be treated equally. He shared that we can have preconceived solutions, but should focus on having options for a solution also. â&#x20AC;&#x192; We teamed up and made a group persona. We killed it and made the awesome Eduardo, a single Hispanic male between the ages of 55 and 64. It was more fun than I expected and it was sort of like making a little avatar. Then we made a persona of ourselves and the class had to guess who was who!

EDUARDO Male 55-64 Hispanic Single

Eduardo is a carpenter, who doesn’t travel far to get what he needs. He goes to the same hardware and grocery store weekly. He spends much of his time in his workshop, listening to classic rock and Latin music. When it comes to his tools he is a brand loyalist. He is set in his ways and won’t buy in to all of your gimmicks. Value comes first but price follows close in second. Eduardo wants the smoothest shopping experience possible. If he can’t find what he is looking for on the first try, he is not happy.

> MUSIC > BOOK > CLOTHES > WEBSITE 12

COUNTRY THE LUNAR CHRONICLES LEGGINS AND CUTE TOP AMAZON LOL

PACKAGING RESEARCH. BAD VS. GOOD

»» This pan is absolutely TOO MUCH. »» There are at least 6 different images on here and 4 images of the actual skillet. »» Also, did they think the more typefaces and sizes they put on there the more likely I would buy it? Cause, they'd be wrong. »» The lack of hierarchy is just frightening.

»» This one was nice because the bowl itself is made to hang from the hook, which I hadn't liked before. »» The packaging doesn't take up the entire surface of the colander and it doesn't use any extra plastic. »» Enough information is on the front, but they could have even gone for less if they wanted. It's a colander, we know what it does.

PLANET KILLER VS. GREEN

»» Twine, inside plastic, inside a plastic container, inside a plastic bag.. Why? »» This is too much effort to even think about opening. »» Did they have a lot of excess plastic sitting around and nowhere to put it?

»» This one has a leather hanging band and a paper tag hung with a string. »» All of these will decompose rather quickly compared to plastics. »» I thought it was appealing and environmentally conscious.

GREEN PACKAGING. What about a package actually makes it sustainable or environmentally friendly? According to a study by the AIGA, sustainable design should be considered through four streams: environment, people, economy, and culture. Designers should consider ways the project can promote others to protect the environment, the ecological consequences of the projects materials, and how it's lifespan can be extended or how the packaging can easily disposed of at the end of its life. After doing this research I believe that well designed packaging that is also sustainable/green is much more appealing to me as a consumer and designer. These are some of the examples from thedieline.com that are my favorite. »» Seepje's laundry detergent »» Saad Branding+Design's light bulb »» Iriver's wireless portable audio

Project One 18

pan Inc

HOUSEWARE PACKAGE. My goal for project one is to create a package for a houseware product. It needs to be a sleeve or hanging package that has a low environmental impact. Let's go with pan packaging. Yeah? I really enjoy cooking and baking, so pizza pans, muffin pans and cookie sheets feel pretty positive.

CREATIVE BRIEF. ARTISTIC BRIEF FOR PAN INC Classie Powell

COMPANY/PRODUCT

CURRENT AUDIENCE PERCEPTION

»» Baking Pans - Muffin Pan

»» Current labels are too busy

PROJECT DESCRIPTION

»» Label doesn't feel like it's working as well as it could

»» Design new and enticing packaging label for muffin pan

»» Product is for soccer moms, baking enthusiasts and women

PURPOSE

DESIRED AUDIENCE PERCEPTION

»» Increase variety of buyers focusing on men and the younger generations

»» Simple, calm, fun, friendly, contemporary, and easy

COMPETITIVE ENVIRONMENT

UNIQUE SELLING PROPOSITION

»» Competitor is Wilton pans

»» Consumer will remember tone of package

»» Sold in stores such as Walmart, Target, etc.

»» They "NEED" it

»» Product sits on a shelf

PRODUCT CONSIDERATIONS STRENGTHS/WEAKNESSES »» Packaging stands out among others »» Looks like a good quality product »» Low impact and recyclable packaging

TARGET AUDIENCE »» Non-professional bakers, men and women, beginners, baking enthusiasts, lovers of food and soccer moms

»» Environmentally friendly with minimal packaging

SEMANTICS DIFFERENTIAL SCALE. SERIOUS

FUN

AMATEUR

PROFESSIONAL

QUALITY

CHEAP

EXPENSIVE

AFFORDABLE

REFRESHING

BORING

BRIGHT

DULL

PUZZLING

SIMPLE

TRADITIONAL

CONTEMPORARY

The creative brief is created by

views Pan Inc I have filled in how

the designer and presented to the

I wanted my audience to view the

client as a sort of game plan for

products.

the project. It is just as important

My persona for Pan Inc is Anna

as the actual project because it'll

Johnson and she is a person who

set the tone for me as a designer.

generalizes my target audience.

A semantics differential

Having a persona for my project

scale measures the connotative

is beneficial because it allowed

meaning of the product. It shows

me to compare my work to her as

how much quality something

I progressed to make sure I was

has and how different users

staying on track with my goals.

perceive it. This scale will give me an idea of how the audience 23

Anna JOHNSON

Female 28-35 White Married Anna is your average "fun" mom. She enjoys cooking shows, sewing, DIY crafts, and tennis. She cooks for her family at home and loves trying out new recipes. She listens to country and "whatever the kids are into". She is a brand loyalist, but always looking for something new. Anna enjoys simplicity and fun experiences that give her more time to spend with her family. 24

CONCEPT SKETCHES. Starting off with the creation of my sleeves, Leslie had us do an interesting and occasionally frustrating sketching exercise called Forced Fit. She presented us with a subject like race car, favorite TV show, or triangles and we had 20 seconds to create a sketch for our project inspired by that subject. Some of them were no good, I mean how do you make a muffin pan based on NCIS? However, it was a helpful boost and sparked some of my more useful sketches. The best part of my sketches is how I got "the cookie" out of a sketch I did of a muffin! I was questioning what a muffin even looked like at that point, so I made some to eat. The original sketch for "the pizza" looks pretty funny when I compare it to the final sketch, but beauty is pain.

pan Inc the pizza

CLIENT PRESENTATION. This was a beta test with the whole class. I showed my first 3D comp and received a good amount of great feedback from my classmates. It helped with many of the color changes that brought about my final color pallet and with some things being too big or too small. Printing out the sleeves made me realize how long these sleeves actually were and it was impressive and intimidating!

THE MUFFIN LAYOUT.

The muffin pan was what inspired this project and "the muffin" was the first one I worked on. I went through many color changes with this, but it was worth it not to settle. I'm really happy with my little muffins.

THE COOKIE LAYOUT.

Funny enough, "the cookie" actually came out of a sketch I did for "the muffin." Achieving the right balance between the brown of the cookies and the orange of the sleeve was the most challenging part of this one. I had a lot of fun making the little kitchen tools on the bar code and they're my favorite little surprise.

THE PIZZA LAYOUT.

Making "the pizza" was my favorite and it was really funny creating the pizza personalities for the back. I'd say I'm have cheese and half pepperoni. I think this sleeve is my favorite of the three, but that could be because I love pizza (who doesn't?). "the pizza" went through the most variations and it is positively better for it. I am also glad I found a way to hide the bar code in the crust.

THE DIELINE. This was the first time I have used a dieline in a project before and I must say it was a learning curve. It's definitely a craft of its own. My foods have a sort of wonky feel to them which made it very difficult to use perfect shapes and angles, so I improves a bit. It worked out and it was easy to cut the slips out with the dieline sheet. I did really struggle getting the dieline put together after printing because I didn't have any paper to print the entire 40" dieline out on. It was fun though!

FINAL PRESENTATION. The final presentation should always feel like a celebration of the work. I am satisfied and very happy with the Pan Inc project and it will probably be one of my favorites forever. It was a great feeling to have the three sleeves printed out and put on their pans and I hope that anyone else who sees these will feel the same.

CONSUMER FEEDBACK. Seeing what the people around me thought about Pan Inc was interesting. I was surprised by a few of the responses that were way off from what I was expecting, but I liked getting everyone's point of view. I am satisfied with the feedback I received. I also loved reading everyone's comments and I included a few of the fun one's that made me smile.

SEMANTICS DIFFERENTIAL SCALE FOR PAN INC SERIOUS AMATEUR QUALITY EXPENSIVE REFRESHING BRIGHT PUZZLING TRADITIONAL

FUN PROFESSIONAL CHEAP AFFORDABLE BORING DULL SIMPLE CONTEMPORARY

WHAT DRAWS YOU IN?

" Muffin" " The witty names..." " How well detailed this project is, as well as how great everything flows together. Well done!" " I like clean and simple. The images used in the packaging are not overly detailed; the eye doesn't get over stimulated with visual weight. I would gravitate towards these products over something similar due do this. I would want to go home and start using them right away." " The cute lil muffins." " The colors and use of food to draw the eye in is something I really like." WHAT APPEALS TO YOU?

" The fun-looking design and colors." "I am drawn to the fun and simplicity of the packaging." " I would buy this product. It is simple and user friendly. It appears as though it would have a medium price point; a quality item that doesn't break the bank. I would want to take this home." " The wording." 47

Project Two 48

ETHNIC FOOD OR DRINK. Project two was to pick either an ethnic drink packaging or a "made from scratch" package. I chose the "made from scratch" because it sounded like it would be different. The package needed the recipe, ingredients and instructions, and contain the non-perishable ingredients. I went totally Caribbean, but not Pirates of the Caribbean because that would not be appetizing.

Visual Inventory. A visual inventory is a collection of food kits that are already out in the economic universe. Here I have: Aldi, OMGN, Southern Living, Scratch, Street Kitchen, Tyson, Amazon, Sam's Choice, Chef's Menu, Ready Pac, The Fresh Market, and To The Table.

Mood Board.

CONCEPT SKETCHES. After scouring the online library for Caribbean textiles for what seemed like half a year, I did some pattern studies. I found they were heavily geometric and I really enjoyed how the diamond and triangle shapes were working. I roughed out 3 sketches of how the packaging could work. I chose a hanging bag, plastic container and box design. The box was my favorite because I thought it'd be cute for the consumer to keep after cooking their meal.

CREATIVE BRIEF. ARTISTIC BRIEF FOR FARES OF THE CARIBBEAN Classie Powell

COMPANY/PRODUCT

TARGET AUDIENCE

»» Unknown - Food Kits

»» Foodies, ethnic groups, college kids, and married couples without children

PROJECT DESCRIPTION »» Design an intriguing food kit package that relates back to its ethnic origins.

CURRENT AUDIENCE PERCEPTION »» Somewhat busy

PURPOSE »» Introduce consumer to wide varieties of foods whose preparation has been made simple and convenient.

COMPETITIVE ENVIRONMENT

»» Simple instructions

DESIRED AUDIENCE PERCEPTION

»» Other food kits are the competitor

»» Delicious, easy, desirable, contemporary, ethnically diverse

»» Sold in grocery stores such as Aldi, Target, Trader Joe's, etc

UNIQUE SELLING PROPOSITION

»» Products sits or hang

»» Foods of fun ethnic origins

STRENGTHS/WEAKNESSES

»» Desire to try new and different foods

»» Packaging is inviting

PRODUCT CONSIDERATIONS

»» Fresh and unpreserved foods

»» Environmentally friendly with creative minimal packaging.

»» Low impact and recyclable packaging 62

»» Colorful (a lot of black, green and red)

PACKAGING IRL. Blythe Magnuson - packaging designer for Kaleidoscope in Chicago How does Blythe do packaging in real life? She says the work flow for redesign can range from small to extensive. The project prompts are sent from Aldi. Then they contact the supplier because they have to get the dielines and legal copy before they can work on the project. The dielines are preset so they don’t have to create new ones. She goes to stores (like 6 or 7) & takes photographs of whatever she’s creating packaging for, like studying. Next she needs to find out what's working and what's not. This can get extensive. She will do her research for about 3 weeks. She explains that category language is a break down of each photo for pattern, typography, imagery, and color. Territory Boards are similar to mood board, but chooses typography, images & patterns as well. Aldi likes to throw out style boards lol. She’ll send the client four sketches per territory board. The art director and account manager presents to client, but she presents sometimes as well. Presentation and knowing the reason you did things & being able to explain it is very important. She tells us that a sku is a different line for each product (panini & bow tie noodles). She does lots of revisions. The implementation artists makes sure the nutrition info is all legal, do photo retouching & hire illustrators. She doesn’t have to worry about all that!

THE LOGO. Discovering the right font for the logo was the most challenging part for me. None of the typefaces I was stumbling upon seemed "Caribbean" enough. My professor convinced me to try hand lettering it and I believe that got the best results. I really love the final letter forms.

Fares of the Fares of the Caribbean Caribbean Fares of the Caribbean

Fares of the Caribbean

Fares of the Fares of the Caribbean Caribbean Fares of the Caribbean Fares of the Caribbean 64

Fares of the Caribbean

CLASS PRESENTATION. At this stage I was about half way to "Fares' being finished. I hadn't done the hand lettering for the logo at this point, so that was a large part of the feedback from this session. My box was feeling a bit blue too, like the Eiffel 65 kind of blue.. I was also seriously questioning what color flamingos actually were.

FINAL PRESENTATION. The Fares of the Caribbean meal kit was finished! I had so much fun showing off this little box to everyone. They were all quite impressed with my box making skills, but they're kind of shabby right now. I figure if I wanted to be a super awesome box maker I'd be in the engineering department, but for my first one it was working. I included a layout of everything that would be inside the box and labeled the ingredients. I enjoyed designing this and bringing it to life. It would be fun to see if I do more variations of this in the future. As a side note, the instructions card continues to make me really hungry to the point I think I can smell it.

Jerk Spiced Shrimp Total Time: 40 minutes INGREDIENTS:

INSTRUCTIONS:

• 1 tbs. sugar

1. Warm grill to medium-high

• 1 tbs. paprika • 1/2 tsp. salt

heat. 2. Combine sugar, paprika, salt,

• 1/2 tsp. garlic powder

garlic powder, ground red

• 1/2 tsp. ground red pepper

pepper, ground thyme, ground

• 1/4 tsp. ground thyme • 1/8 tsp. ground allspice • 2 tbs. olive oil • 1 1/2 pounds peeled and deveined large shrimp

allspice. 3. Toss shrimp well in olive oil in a large bowl. 4. Toss shrimp in spice mix and coat well. 5. Thread shrimp evenly on skewers. 6. Grill 3 minutes on each side for a total of 6 minutes.

Jerk Spiced Shrimp pairs deliciously with a sweet fruit salsa.

PAN INC SPRINT 74

OVEN MITTS ‘N’ STONES. This project was an extension of the Pan Inc project. Leslie gave us three-ish hours to work on it. I thought oven mitts and cooling stones seemed like a practical extension. The oven mitts turned out really awesome and one day I’d like to get the pattern printed on fabric to make into real mitts! The cooling stones I’ve seen are always boring or have roosters on them. What’s the deal with kitchens and roosters? I thought having these Pan Inc inspired cooling stones would be a fun thing to have around the kitchen.

FARES OF THE CARIBBEAN SPRINT 78

FotC Drinks. Fares of the Caribbean was a three hour extension of the FotC food kit. They are three Caribbean themed drinks, alcoholic or not, thatâ&#x20AC;&#x2122;s up to you. Ha. Caribbean drinks are so sweet and fun and I love fruity drinks like that. Plus the illustrations were fun!

JUST A LIL MR. FOX 84

WHO IS MR. FOX? You’re probably wondering what this cute little fox is doing scattered throughout this book.. I created Mr. Fox to be sort of a little mascot who would represent what I was thinking or feeling at that point in the project. There are a total of 13 Mr. Foxes. He is very special to me and I wanted him to bring a little more “happy” to the story.

BYE BYE. 91