Packaging 2 Process Book by Cyen

SECTION

001

Packaging 2

Instructors

Fall 2016

Andrew Gibbs Jessica Deseo

PACKAGING 2, FALL 2016

Sam C. Yen cyen3@inside.artcenter.edu 626 319 4339

published in 2016 by Sam C. Yen 168 N. Wilson Ave

Fall 2016 Packaging 2

Pasadena, CA 91106 United States Instructed By Andrew Gibbs + Jessica Deseo Art Center College of Design 1700 Lida Street Pasadena, CA 91107 United States ÂŠ 2011 Sam C. Yen

002

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. book designed by: Sam C. Yen typeface:

SAM C. YEN

Verlag paper used: Accent Opague Digital, White, Text Smooth, 100lb Production & Research Photography Taken By: Sam C. Yen Final Product Photography Taken By: James Chou printed and bound by: Sam Yen

HDX

003

Packaging 2

Instructors

Fall 2016

Andrew Gibbs Jessica Deseo

SAM C. YEN

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TABLE OF CONTENT

PACKAGING 2, FALL 2016

TABLE OF CONTENT 01. Introduction

02. Research

03. Brand

04. Form

05. Presentation

About Company

Current Logo

Ideation

Form Phase 1

Semi Final

Home Depot

Retail Environment

Brand Attributes

Form Phase 2

Conclusion

Product Line

Competition

Concept Statement

Form Phase 3

Interviews

Color Story

Form Phase 4

Packaging Experience

Brand Color

Form Phase 5

Ideation

Typography

Form Phase 6

Demographics

Logo Phase 1

Form Phase 7

Case Studies

Logo Phase 2

Graphic Application 1

Logo Phase 3

Graphic Application 2

Logo Phase 4

Graphic Application 3

Final Logo

Pattern Development Graphic Application 4

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01 Introduction 007

For HDX new packaging design, I chose six main items as my design direction, which not only present how the brand functions in the whole new market, but also brings a new life to HDX.

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About Company

The HDX brand is first launched in 2012 by Home

HDX offers a broad range of products with trusted

Depot. Keeping a close connection to the retailer’s

value to homeowners and DIY veterans alike. HDX

rich brand name and iconic orange color, the HDX

makes it easy and affordable to take on any home

brand was designed and built on a foundation of

maintenance or repair project with confidence.

“Trusted Value,” delivering premium products at an affordable price. It is designed and branded by a

Whether the consumers are a DIY’er who is tackling

marketing communication company called MSI which

their first project, or someone with a bit more home

also designed the packaging and promotional video

improvement experience - HDX provides an assort-

for HDX.

ment of dependable and durable products such as air compressors, garage storage, HDX shelving

HDX is Home Depot’s private label brand with a

systems, and HDX cleaners to name a few. We believe

smaller budget brand in comparison to other sub

that combining trust & value into our portfolio of

brands of Home Depot like Husky, etc. The differ-

HDX products will allow you to tackle any project with

ence between the two being that HDX’s products

confidence.

market on affordable pricing, while Husky maintains a better authority over quality and an offer of life time warranty. Making HDX a more suitable choice for consumers who are looking for affordable and short-term solutions.

About Company

Introduction

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Home Depot

HOME DEPOT

introduction

Mission Statement To provide the highest level of service, the broadest selection of products and the most competitive prices.

Bernie Marcus and Arthur Blank Along, with investment banker Ken Langone and merchandising guru Pat Farrah, founded the worldâ&#x20AC;&#x2122;s largest home improvement specialty retailer, The Home Depot, in 1978. Their vision of one-stop shopping for the do-it-yourselfer came to life when they opened the first two stores on June 22, 1979, in Atlanta, Georgia. The retailer revolutionized the home improvement industry by bringing know-how and tools to the customer at a great price. Since then, the retailer has built an extensive portfolio of traditional private labels including Workforce, Hampton Bay, Commercial Electric, Glacier Bay and Husky, not to mention a significant collection of unbranded/generic, often valuefocused products.

Current Logo

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Paint

cleaning

hand tools

storage & shelving

aPPliances

respirator

trash bags

hammer

shelving unit

water filter

drop cloth

towels

cutters

storage tote

refrigerator filter

silicone caulk

sponges

utility knife

cabinet

carpet shampoo

coverall

gloves

screwdriver

hangar

plastic sheeting

joint knife

broom & mop

hacksaw

wall shelf

caulk gun

bucket container

duster

measuring tape

shoe rack

wall patch

detergent

wrench

folding table

bleach

pliers

folding chair

wiping cloth

wrench

gloves

Product Line

HDX offers a wide range and variety of products across different categories of Home Depot such as air tools, cleaning supplies, hand tools, hardwares, and garage storage, etc. Though HDX offers an already great variety of selections, it does not cover all the sections and categories such as machineries, lightings, or gardening etc.

electrics

outdoor

extension cord

water hose

portable work light

sprayer

cord reel

fence

lamp

weed killer

heat lamp

shovel

paint bucket opener

leaf rake

fluorecent light

mallet

electric fans

chlorine dispenser pool vacuum

PRODUCT LINE

introduction

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02 Research 015

For research I went to several different Home Depot retail store around the local area and based by brand concept based on my insights and research.

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Current Logo

solid logo resembles the mother brand “Home Depot”

Current Logo

Research

more successfully

all the letters in the logo are sliced up, though the “X” is executed differently from the rest

The logo of HDX is weak and does not convey the the gradient creates a sense of reflection

sense of “trusted values,’ instead it expresses a sense of cheapness. While that may represent a portion of what the brand stands for, it also makes the brand seem fragile and low quality. In addition, the logo lacks visual relationship with its product line. The usage of gradient might even be mistaken for video production companies, further hinting the effectiveness of the logo. It is unclear what the current logo is trying to convey or communicate with the audience, which makes it less competitive and memorable.

tight kerning creates visual uneasiness thin slice across less visible when smaller

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Retail Environment

Current Home Depot stores have a sense of warehouse and construction site. Of course it does. Itâ&#x20AC;&#x2122;s a giant storage unit with everything one might ever imagine for home improvements, from tools, constructions, to product, and services. It radiates a sense of busy-feel yet uneasy, for one might easily find such environment overwhelming and intimidating.

Retail Environment

Research

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In almost every aisle in Home Depot, if one look carefully, he/she may spot that HDX is everywhere in the store. The problem is that one has to “search” for HDX. Just like any other brand on the shelf, the packaging doesn’t make the brand stand out. They all blend in. Without brand loyalty or clear preference, consumers are most likely being attracted to other brands with more popping and contrasting brands.

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Retail Environment

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Competition

Though HDX is no-doubtly a well-known brand within Home Depot, there are also many others that compete for the spotlight in the store.

Competition

Research

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Husky is a line of hand tools, pneumatic tools, and tool storage products. Though founded in 1924, it is now best known as the house brand of The Home Depot, where it is exclusively sold. Its hand tools are manufactured for Home Depot by Stanley Black & Decker, Western Forge, Apex Tool Group, and Iron Bridge Tools. Its

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slogan is “The toughest name in tools.”

Founded in 1922 by Ramond Dewalt, DeWalt is an American worldwide brand of power tools and hand tools for the construction, manufacturing and woodworking industries. It is a subsidiary of Stanley Black & Decker. Since 1924, DeWALT has continued to design and optimize professional workhorse solutions. Their slogan is, “We are DeWALT, and we are guranteed tough.”

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Milwaukee Tool is an industry-leading manufacturer of heavy-duty power tools, accessories and hand tools for professional users worldwide. Founded in 1942, Milwaukee takes proud in their products’ durability and performance. Milwaukee is dedicated to delivering a steady stream of advanced solutions for the trades that offer increased productivity and unmatched durability.

The 3M Company, formerly known as the Minnesota Mining and Manufacturing Company (1902â&#x20AC;&#x201C;2002), is an American multinational conglomerate corporation based in Maplewood, Minnesota, a suburb of St. Paul. 3M produces more than 55,000 products, including: adhesives, passive fire protection, electronic materials, medical products, car-care products, electronic

COMPETITION

circuits, and optical films.

Mr. Clean was created by Linwood Burton, a marine ship cleaning businessman with accounts throughout the east coast of the United States Burton, with fundamental knowledge in chemistry, developed Mr. Clean in an effort to clean ships without having to pay significant premiums in disability claims for his workers.

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The Clorox Company, based in Oakland, California, is an American worldwide manufacturer and marketer of consumer and professional products Clorox products are sold primarily through mass merchandisers. Clorox brands include its namesake bleach and cleaning products. In 2008, The Clorox Company became the first major consumer packaged goods company to develop and nationally launch a green cleaning line, Green Works, into the mainstream cleaning aisle.

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The Experiment

It was difficult to decide what kind of experiment I should conduct on the products of HDX initially. Since, most of the products have a fairly specific intended purpose and are difficult to utilize in other fashion. Eventually I decided to test elasticity and durability of the rubber gloves, and we done so by filling the gloves up with water until they explode from the pressure. I used two types of rubber gloves. One is made of latex (white), and the other, nitrile (blue). The later supposingly being more puncture resistant.

The Experiment

Research

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Latex disposable gloves Duration: 03:50

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We started out with the latex glove. After 2 minute into the experiment, I was beginning to think that perhaps this glove will never burst. But at near four minute mark, the glove exploded with tremendous force. Needless to say, it made a huge mess in the kitchen

The Experiment

Nitrile disposable gloves Duration: 03:31

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After finishing with the latex we decided to move on with the Nitrile glove. Since this one being the more durable, I thought this one would take a lot longer to burst. To my surprise, the lack of elasticity actually made the glove exploded a lot faster than the first one.

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Georgina, Customer

Georgina was waiting for her husband, when I interviewed her. She was latino and had a child with her. Her English wasnâ&#x20AC;&#x2122;t fluent, but she tried really hard to get her ideas across to me.

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Interviews

Under what conditions would you come to Home Depot to shop?

G SY

When something is broken. Do you ever linger and wander around, or you mostly just grab what you need and go?

SY G

When I say cleaning or tool products, what’s

So cheap dates? Yes. He’s also dependable I guess. What is something you look for in products when purchasing at Home Depot?

Probably efficiency and quality.

For Example like Garden? SY

Like he would take me out when he has money,

Yeah I would look and browse around a bit.

the first brand that comes to the mind? G

Yes but when he doesn’t, he’s not really there.

SY SY

So the last question is, if there is anything

Yeah, sure garden.

in this store that you wish for to be avail-

For garden, I would grab like the garden soil

able at a cheaper price in this store, what

from Miracle Grow for plants. For paint, I would

would it be?

use Behr.

I’d say refrigerators, or just appliance in general, cause I think they are very expensive.

How about cleaning products, like dish soap?

G SY G SY

Tide. Tide, for sure. Do you know about the brand called HDX? What is HDX? It’s kind like a cheap, affordable brand of Home Depot

G SY

Oh! Sometimes I use it for like somethings. If HDX was a date that you are going on a first date with, what would he be like?

Interviews

Research

You mean like personality?

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ADRIAN, Customer

I met Adrian in the store who was just there to buy some supplies for his house. He was a young hipsanic man looking in his thirty. He was very polite and gives off a sense of being very athletic. Though he was comfortable participating in the interview, he didnâ&#x20AC;&#x2122;t wanted his photo to be taken.

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Interviews

“She’s a consistent gal. You know what though, HDX. She’s kind of plain”

Under what conditions would you come to Home Depot to shop?

SY A

Yeah I’d say she is pretty consistent. She’s a consistent

Usually for home repair, or when

gal. You know what though, HDX. She’s kind of

something breaks.

plain. She’s reliable but plain. If I call her she will come. I don’t know how enticing the conversa-

Do you ever linger and wander around, or

tion will be like. Might be just making small talk.

you mostly just grab what you need and go? A

Hmm, when I go I just grab what I need

SY A

I would say usefulness. The most useful thing I

When I say cleaning or tool products, what’s

bought here is probably this little clip. (Shows

the first brand that comes to the mind?

me his carabiner).

Probably Dewalt, or even like Milwaukee. SY

What is something you look for in products when purchasing at Home Depot?

and leave

So the last question is, if there is anything

How about cleaning ones?

in this store that you wish for to be avail-

Like do you mean just in general?

able at a cheaper price in this store, what would it be?

SY A

Like just dish wash, or soap etc.

Probably gardening tools. Just for me person-

Honestly the only cleaning product that I use is

ally. I have old gardening tools at home. I would

Goo Gone. Pretty much the only cleaning prod-

come here and damn these things are expen-

uct I use in Home Depot, cause I use it too.

sive. Like the stuff here is pretty good but at the same time expensive.

SY A SY

How did you came to know HDX? Through some friends. If HDX was a date that you are going on a first date with, what would she be like?

You mean like personality?

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BRITTNEY, Worker

When I was talking to Brittney, she was very positive and cooperating. She gave me several insights thatâ&#x20AC;&#x2122;s valuable and frankly, it was quite pleasant to hold a conversation with her. She looked like she was under her thirties and was comfortable with having her picture taken.

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Interviews

“There’s just so many products. Ridiculously ridiculous!”

Under what conditions would you come to

Home Depot to shop? B

Repairs. All my home goods. Honestly I do a lot

If HDX was a date that you are going on a first date with, what would he be like?

of home do-er projects.

Probably funky. A little feel and a little zazz. Outgoing and social, there you go! That’s the word I’m looking for

SY B

So you consider yourself a DIY-er? Yep.

What is something you look for in products when purchasing at Home Depot?

So when you come here to shop, obviously

Hmmm, I look for the price-point to be honest.

So the last question is, if there is anything

you know this store very well, but that’s go back to the times you didn’t. Do you linger? B

Or just grab what you need and leave?

in this store that you wish for to be avail-

I do linger in the beginning. Actually quite a lot.

able at a cheaper price in this store, what

In the beginning I would just ask somebody for

would

help, cause I didn’t really know where everything

it be?

is.

The Red Bull, hahaha. It’s 4 dollar for a redbull here. Like are you kidding me.

Do you find it’s hard to everything in this store?

Yes. Always. Especially when there’s just so many products. Ridiculously ridiculous. Even after I worked here for 7 years. I’ve moved things around, and still like, what the heck.

When I say cleaning or tool products, what’s the first brand that comes to the mind?

B SY B

Husky. How about if it’s cleaning product? HDX. Cause it’s our brand haha.

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Packaging Experience

I decided to test out the multi-purpose sprayer produced by HDX, considering itâ&#x20AC;&#x2122;s structurally the most complicated product in my selections. It is no news to say that the packaging of HDX is not appealing to the eye, but I must say this product in particular serves its purpose well. I did find difficult in the beginning to understand how th product functioned, but after some fiddle around, it became clear. I did find the way all the separate items are arranged in the box to be disorganized. Sort of feels like someone just bundled up all the items and shoved it in the box. On top of that, the instruction book was also difficult to read. I also find the shape and graphic of the product to be a little plain and undefined.

Packaging Experience

Research

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Demographics

Demographics Profile

Comparing to the rest of its competition, HDX offers

Male + Female 25 — 35

a much different kind of service. Brands like DeWalt,

General Ethnicity

Milwaukee, and Husky are attract audiences through

Love to try new things

quality and functionality insurance, while HDX

Energetic

provides an opportunity for beginners who aren’t so

DIY-er

sure about the Home Depot environment a chance at

Proud of what they make

being introduced to building something from scratch. While HDX may not be able to match other brands in terms of durability, it offers a very optimal temporary solution for buyers who are just looking for trying things out for the first time. So maybe the product isn’t durable, but it’s also very affordable.

Demographics

Research

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Matthew graduated from a community college. It

While as noble as that is, Matthew found a problem

wasn’t the best education, but it never bothered him.

to his style of living. It’s that he never really had too

Deep down he always believed that it’s not such an

many opportunity to use the tools he bought. It’s

important thing. It’s just a title and certificate for him.

usually just whenever he has an epiphany, and who

Matthew believed that a free spirit is one that lives

knows when the next one is due. So Matthew ends up

without the constraints set by modern society.

with these tools just sitting there, collecting dust, and being the young man he is, his income doesn’t really

He’s also a self initiated artist and photographer.

support him to buy such luxurious tool sets as well. He

Though you never took training in the subject, it’s

needs something more temporary and affordable to

always been a pride and focus in his life. It feeds into

fit his needs.

his intellectual mind. Because of this, Matthew always took things into his own hands, since what he wants, isn’t always sold. Whether it’s a small art craft, or modifying his room to his aesthetic.

Demographics

Matthew, 24 Self-initiated Artist

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William and Mary are two love birds newly married. They are moving to a small house that they recently bought together. Granted, it may be small, but itâ&#x20AC;&#x2122;s cozy, or at least it can be. This new home needs some renovating and it wonâ&#x20AC;&#x2122;t be easy task. But the couples have faith. They were adventurous when they were young, and they are just as bold even now. They plan on building their home themselves. They were never much of a handy man, so they didnâ&#x20AC;&#x2122;t really know too much about tools and hardware. Not knowing which brand to trust, they decide to look for a more introductory path into home-improvement. One that is more informative and friendly to use, for they do not know everything about home renovation and home improvements.

Demographics

William + Mary 28 + 26 Newly Weds

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Jane is a single woman who has just recently bought a small house just for herself. Although it does not need additional renovation. Jane intends for this house to be on par with her pursue for perfection. She doesnâ&#x20AC;&#x2122;t consider herself an outsider when it comes to social events; however, Jane always found the company of her own thoughts to be far more rewarding and enjoyable. She finds herself in more control and comfort when alone. The same goes for her romantic relationship as well. Although sheâ&#x20AC;&#x2122;s been in a few relationship, ultimately, she finds the idea of relying on another person hysterical. Hence why she always take matters into her own hands. Although money isnâ&#x20AC;&#x2122;t a priority for Jane, she finds it unnecessary to spend a fortune on tools that she might never use again. Therefore, she turns to a less permanent solution for her needs of home improvements and renovations.

Demographics

Jane 32 Independent Single

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Case Studies

PhilosoPhy

background

OXO is dedicated to providing innovative consumer

OXO was founded 25 years ago to make kitchen tools

products that make everyday living easier. We study

more wonderful and easy-to-use by Sam Farber.

people — lefties and righties, male and female, young and old — interacting with products and we identify

In 1990, after extensive research, hundreds of models

opportunities for meaningful improvement. Our

and dozens of design iterations, the first 15 OXO

thoughtful, “question everything” process and relent-

Good Grips kitchen tools, including the now iconic

less attention to detail uncover the best solutions for

peeler, were introduced to the US market. These

life’s everyday tasks.

ergonomically-designed, trans generational tools set a new standard for the industry and raised the bar of consumer expectation and performance. Today, OXO has more than 1,000 products that cover multiple areas of the home, all of them tied together by their thoughtful design, innovative features and comfort and reliability. OXO products have won numerous design awards and are included in the permanent collections of many museums worldwide.

CASE STUDIES

research

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CASE STUDIES

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attributes + Qualities

insight

Continuous innovation

Cooking, just like home improvement is a realm unfa-

Focus on consumers and loyalty

miliar to many people. They often find themselves

Human centric

confused and intimidated by kitchen environment;

Love brand

some are even hurt by the tools. OXO was founded to make not only safe kitchen products, but also ones that are easy to use. And itâ&#x20AC;&#x2122;s this very reason that puts OXO ahead of its competition. The willingness to go the extra step to ensure the safety and comfort of the consumers.

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Case Studies

PhilosoPhy

background

The IKEA Concept starts with the idea of providing a

In the early 1980s - with IKEA stores in 20 countries

range of home furnishing products that are affordable

and expanding - IKEA founder, Ingvar Kamprad,

to the many people, not just the few. It is achieved by

realized he needed to protect the unique IKEA Con-

combining function, quality, design and value - always

cept as part of the companyâ&#x20AC;&#x2122;s growth. He wanted total

with sustainability in mind. The IKEA Concept exists

independence and a long-term ownership

in every part of our company, from design, sourcing,

structure, so the stock market wasnâ&#x20AC;&#x2122;t an option. Plus,

packing and distributing through to our business

he believed that all the companies operating under

model. Our aim is to help more people live a better

the IKEA Brand had to build resources before they

life at home.

could expand. So, the IKEA franchise system was established. Today all IKEA stores (except the IKEA Delft store in the Netherlands, which is owned by Inter IKEA Systems B.V.) operate under franchise agreements. Inter IKEA Systems B.V. is the owner of the IKEA Concept and worldwide IKEA franchise.

CASE STUDIES

research

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CASE STUDIES

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attributes + Qualities

insight

Instructional

Everyone knows the struggle of moving into a new

Accessible

place can be stressful and straining especially for

Transparent

college students who are pretty green to such matter.

Cognitive displays

To make that stress every bit easier, has been a big part of IKEA’s mission. Easy to navigate store design, legible labels and infographics, and easy to assemble designs. These are what makes the brand so successful. It’s accessible and doesn’t require any training or special skills to use, for the instructions are pictorial and not language-based. It’s designed for anyone from anywhere to use.

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Case Studies

background Our story says it all. Polaroid has been a trusted global brand for more than 75 years and is best known for pioneering instant photography since Edwin Land first conceived of the instant camera in 1943. We embrace the nostalgia inherent in our past, allowing us to embrace old technologies through new technologies and beyond. Polaroid heritage brands symbolize, embody and provide tremendous familiarity with quality products ranging from instant and digital still cameras, high-definition and mountable sports action video cameras, tablets, high-definition TVs, mobile apps and apparel. We are dedicated to continually offering products that ensure quality and maximize function, making for a continuum of Polaroid brand values. We deliver on the promise of simplicity and gratification for all.

CASE STUDIES

research

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CASE STUDIES

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attributes + Qualities

insight

Fashionable, desirable, and trendy

While photography may not be an essential part of

Out of the norm

everyday living like kitchenware or furnitures, it is certainly a very crucial to those who pursue such art. And just like there are people who relish in old classical music, there are also artists who fancies the analogue ways of photographing. What Polaroid achieved is making this art form simplified enough for anyone to get into it. Since Polaroid cameras arenâ&#x20AC;&#x2122;t always as easy to operate like the digital ones. By taking something that is outdated, bringing it back to life, and even to the distance to make it desirable and fashionable for the consumers, Polaroid creates a market that no one can rival in.

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03 BRAND 059

It wasnâ&#x20AC;&#x2122;t hard to decide what I wanted to do with the brand of HDX, for the problem is that needs to be addressed is clear and obvious. But doing that with proprietary is what makes this project so hard.

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Brand Ideation

Ideation

Eureka

Lifestyle

Warmth

Discovery

Vision

Belonging

Epiphany

Symphony

Purpose

De ja vu

Process

Connection

Personalize

Vibrancy

Consistent

Play

Process

Create

Persistence

Construct

Adventure

Reliable

Craft

Down-to-earth

Dependable

Harmony

Amicable

Structure

Flow

At a glance

Sturdy

Coherence

Enduring

Clarity

Virtue

Flow

Pleasant

Accessible

Delight

Guidance

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6 Key Attributes:

Discovery Delightful Friendly coherent accessible epiphany After completing the mind map, I selected six key words that I feel best represents the general tone and direction to which this projectsâ&#x20AC;&#x2122; foundation will be built upon.

Brand Brand Attributes

Brand Attributes

Discovery

Delightful Friendly

exploration

pleasant

friendly

encounter

charming

approachable

cheerful

benevolent

findings

pleasure

out-going

experiment

joyous

benign

empirical

nice

welcoming

revealation

polite

neighbourly

refreshing enjoyable

Coherent

Accessible

Epiphany

legibility

available

insight

consistence

reachable

inspiration

continuity

handy

realization

unity

attainable

vision

rationality

open

sign

integrity

obtainable

surprise

comprehensive connection clarity

discovery

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disovery delightful friendly 064

coherent accessible

SAM C. YEN

epiphany

Concept Statement

CONCEPT STATEMENT

brand

The HDX Concept starts with the idea of providing a welcoming first sight into the world of home improvement. HDX is dedicated to providing innovative products that makes everyday home improvement easy and coherent. We understand the struggles which novice go through at home improvements, which is why the new brand is not only about making functional products, but also making this process friendly and easy-to-navigate. The HDX Concept is no a mere visual identity, but an experience and service that exists in very part of the company. Our aim is to make home improvement accessible and enjoyable to all, so even the newly on-boards can appreciate the rewards and epiphany of building something with their own hands.

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Pantone u 130 u

066

Pantone c 185 c

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BRAND COLOR

Pantone c 422 c

Pantone c 3105 c

067

Pantone u 353 u

Pantone c 129 c

Pantone c 273 c

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068

VERLAG TWO

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Typography

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SAM C. YEN

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Logo Phase 1

During the first phase of the logo development, I explored and experimented around with various type of logo style that I deemed potential solution to my rebranding. Sometimes I would sketch a logo knowing well that It is not the answer, but its acts like these that leads to happy accidents. Some of the most intriguing logo solutions are derived from the most absurd and seemingly impossible ideas.

LOGO PHASE 1

brand

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Home Depot Exclusive

6 3

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HDX

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Logo Phase 1

Brand

Home Depot Exclusive

After numerous sketches by hand, I chose eight distinct direction to digitize and move on from using Adobe Illustrator.

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Logo Phase 2

After the first week of logo development, I gained a much more conclusive insight as to where I want to take my logo to. This time, I tried to narrow to the exploration of my logo towards a more cheerful, friendly direction. In short, more fitting to my â&#x20AC;&#x153;Eureka at a Glanceâ&#x20AC;? branding concept.

LOGO PHASE 2

brand

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HDX

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hd 2 3

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Logo Phase 2

Brand

EXCLUSIVE

This time, not only did I further pushed some of the previous logo directions, but I also modified some of the logos and experimented with a very vibrant solutions. Some of the directions I tried to push for is how to make the “x” delightful and gives that sense of “eureka.”

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Logo Phase 3

After discussion we decided to go with the â&#x20AC;&#x153;smileâ&#x20AC;? direction for the final logo direction. I developed several different facial expressions as alternative logo solutions. I envision this as changing identity, one which different expressions can all be used as the logo for this brand. I also developed some expressions which are negative as a mean to balance out with the happy emotions.

Logo Phase 3

Brand

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Logo Phase 4

I narrowed down the faces down to five expression, and also made some minor adjustment to the smile to make it more friendly and human. I also made the decision to only include happy and positive emotions to better fit the concept of Eureka at a Glance.

Logo Phase 4

Brand

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Logo Phase 5

At this phase I didnâ&#x20AC;&#x2122;t really change much to the form of the logo, only the mere colorization of it. I tried to develop a system to represent different categories of Home Depot based on my chosen brand color.

Logo Phase 5

Brand

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Final Logo

Brand

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The logo type is inspired from the type face of

The smile is the central concept of this brand. It

Gotham rounded. However, I made changes to the

represents the Eureka feelings: from the surprise and

thickness and the height of the type face to better suit

joy of discovery, all the way to the epiphany. There

the concept and essence of my brand. On top of that,

are four different expression in this identity and all

I also made the logotype to have the quality of stencil

of them can be used as the logo of this brand. It’s a

type. This is to pay respect to Home Depot’s original

flexible system.

logo and also to draw that connection to HDX’s origin.

PACKAGING 2, FALL 2016

White on black

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White on black (color)

Final Logo

Grey scale

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Although the colored logos are the preferred usage of the logo. I also made the white on black and grey scale versions of the logo for situations where thatâ&#x20AC;&#x2122;s necessary and appropriate.

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04 FORMS 089

I have to admit, it was quite intimidating to be back in the model shop making models. As a graphic design, itâ&#x20AC;&#x2122;s never really our forte. I think I had a panic attack on the first day I went in there. What can I say? Itâ&#x20AC;&#x2122;s been two year since I last touched a bandsaw or lacing machine.

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Form Phase 1

During the first stage sketch, I ran into an interesting problem. I never really worked with such industrial product. Initially, I try to take inspiration from drink bottle shapes or other bottle form. I discovered that although those products are beautiful on their own. They really do not look good as an industrial shape, for they are too decorative, since for an industrial product, function out values form.

Form Phase 1

Form

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Form Phase 2

During the second stage I explored several directions further on, which we discussed in the previous class. What’s interesting is that I didn’t change too much from my initial sketch; instead, I became more clear on which form I “do not” want to go into.

Form Phase 2

Form

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Form Phase 2

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Form Phase 3

This week I tried to create an actual size study model. In order to do so, I had to wood glue several pieces of wood together in order to bring it on to the lace machine. I also created a 3D model on solid works so I can see the model before actually creating it. It was very difficult to work with something so heavy and big in the model shop.

Form Phase 3

Form

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Form Phase 4

After receiving critique on the previous life size study model, I proceed to make adjustment such as change in the proportions to the handle as well as the cut-out space in order to store the pipes of the sprayer. In addition, I also created a small bottle form as the form development for my second product: hand sanitizer. It follows a similair shape and proportions to the bigger bottle form of the sprayer without being too dramatic, for they have different functions.

Form Phase 4

Form

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Form Phase 4

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Form Phase 5

Having figuring out the bottle forms, I decided to move on to the box form of my packaging. It is the packaging for light bulbs. It was a rather quite different design experience in comparison to the bottles, since when designing a bottle, one does not have to worry about restrictions and the folding. I decided to follow the original form of the box packaging. However, I decided to design the packaging as sliding box to make the accessing of the light bulbs convenient.

Form Phase 5

Form

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Form Phase 6

This week I moved on to getting the first form for all my packaging, which is for the handsaw and the wrench setâ&#x20AC;&#x2122;s packaging. I also decided to add an opening to the light bulb packaging to reveal the product and display it. As for the handsaw, I did not made too much of adjustment to the original design as I see it as a suitable solution for the product. However, I did made design changes to the handle to better fit my brand as well as an circular opening to reveal the hand saw. For the wrench set I wanted to design something completely new from the original design as i thought the original design was too far off from the essence of my brand , hence why I created this form

FORM PHASE 6

form

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Form Phase 6

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Quick Mock-ups I used laser cut to create quick mock-ups of the wrench-set packaging and handsaw handle. It was the fastest to prototype and see the design live. I decided to change the structure of the original wrench set packaging to be secure of the individual sockets.

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Form Phase 7

Having gotten my wrench set CNC model back from the 3D service labs, I can officially move on to polishing and finishing all my packaging forms. I ran into some problems with the CNC foam model, since the measurement I had was for the exact fit of the tools. Once the primer and spray-paint was applied, the tools didnâ&#x20AC;&#x2122;t fit anymore. Luckily, I was able to solve that problem using a dremel drill to widen the gap. I also created a second resin model to add variety to my package collections. I had some issues with color matching the color of the spray paint to my brand color. After going through two different kinds of green, and mixing color from Home Depot, I managed to find a matching color.

Form Phase 7

Form

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Form Phase 7

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Hand sanitizer form I did some color testing with the resin, prior to casting the model, so I can know the exact color and transparency the model is gonna look like. However, I made the mistake of not priming my wooden model, as a result, the casted resin model has a very rough surface, but luckily I was able to sand that off and polish it until it is clear.

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Form Phase 7

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Graphic Application 1

The initial phase of the packaging graphic application was very experimental. We focused on applying it to one of the product only to really define the kind of language to use. We started by using simple copic markers to sketch simple color and graphics. The goal is not to get a detail and elaborate plan on how to the graphics is going to be, but to get a quick view and general tone on how the graphics will live on the product. After this, we chose 8 specific directions to digitize to further push the concept.

Graphic Application 1

Form

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Graphic Application 1

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Pattern Development

I decided to use the different emoticon faces I created from the logos to create a pattern using the grid system. Itâ&#x20AC;&#x2122;s sort of like a map of various emotions of surprise and happiness. After critique we decided that there were too many faces, and it would be better to narrow down the different kinds of emotions. We also thought it would be better to abstractify the pattern a little so they donâ&#x20AC;&#x2122;t read so directly and obvious at first glance.

PATTERN DEVELOPMENT

form

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Graphic Application 2

Having acquired all five basic packaging for my products, I move on to applying the graphics to the packagings. It was a difficult and strenuous process, since I have to be sure to include all informations on the original packaging, such as the warnings, chemical components, usage informations, Spanish translations, etc. It was difficult to do so while maintaining a clear information hierarchy of the design. I used the developed pattern as a decorative element on the hero side of the packagings to add a playful element.

Graphic Application 2

Form

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GRAPHIC APPLICATION 2

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light bulb Packaging + hand sanitiZer Light bulb packaging was perhaps the most difficult of them all. Not just formally but also graphically. There was a large amount of that needs to be added to the design. I tried to use dark blue and yellow to convey the sense electricity and luminosity.

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Graphic Application 2

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Hand Saw Packaging + WRENCH SET For this design, I pretty much borrowed the form of the original packaging, except I added in a circular cut in the center to hint at that “smile” notion. There wasn’t too much trouble when it came to the designing of the wrench set packaging, since it was pretty obvious where the informations had to be.

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GRAPHIC APPLICATION 2

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sPrayer Packaging For the sprayer, it was quite interesting designing on such big surface. It allowed more freedom, but at the same time also more room for doubt about the placement of informations.

1 gal

Multi-Purpose Sprayer

PACKAGING 2, FALL 2016

1 gal

RociadorMultuso

Warnings: Distributed by: Home Depot 2455 Paces Ferry Rd., N.W. Atlanta, GA 30339 For assistance, call: 1-800-514-6729 homedepot.com/HDX

advertencias:

PERSON OR OBJECTS CAN BE HURT OR DAMAGED IF THIS SPRAYER IS NOT CORRECTLY USED. READ SPRAYER MANUAL AND ALL CHEMICAL INSTRUCTIONS BEFORE USE. USE ONLY CONSUMER LAWN AND GARDEN CHEMICALS. ALWAYS WEAR LONG SLEEVE SHIRTS, LONG PANTS, GOGGLES, GLOVES AND DURABLE SHOES. RELEASE PRESSURE AND CLEAN SPRAYER AFTER EACH USE. DO NOT SPRAY FLAMMABLE, CAUSTIC, (I.E. ACIDS, CHLORINES, BLEACH) CORROSIVE, HEATED OR SELF-HEATING SOLUTION IN THIS SPRAYER. NEVER LEAVE SPRAYER UNATTENDED WHILE PRESSURIZED. NEVER FILL TANK ABOVE MAX FILL LINE ON TANK. THIS PRODUCT CONTAINS ONE OR MORE CHEMICALS, INCLUDING LEAD, KNOWN TO THE STATE OF CALIFORNIA TO CAUSE CANCER AND BIRTH DEFECT OR OTHER REPRODUCTIVE HARM. WASH HANDS AFTER HANDLING. NOTICE: BUYER ASSUMES ALL RESPONSIBILITY FOR SAFETY AND USE WHEN NOT IN ACCORDANCE WITH INSTRUCTIONS.

electrical

128 75 W

75 W

SAM C. YEN

Compact Fluorescent Light Replacement Warm Light

1 gal

Omni Directional Light Indoor Usage

Compact Fluorescent Light Replacement Warm Light

1 gal

Multi-Purpose Sprayer

Warnings: Distributed by: Home Depot 2455 Paces Ferry Rd., N.W. Atlanta, GA 30339 For assistance, call: 1-800-514-6729 homedepot.com/HDX

Omni Directional Light Indoor Usage

RociadorMultuso

advertencias:

Graphic Application 3

To make the graphics more pattern like, I tried experimenting with basic a simple grid system. I tried adjusting with elements of scale, space, density, and orientation, etc, to see if I can come up with a playful, yet not erratic pattern.

Graphic Application 3

Form

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Graphic Application 4

After last weekâ&#x20AC;&#x2122;s discussion, I decided to move on to using a more spaced out version of the pattern. In addition, I added rotation to some of thee faces to create a sense of playfulness. To create a solid foundation of the pattern and color system, I decided to do a pattern for every brand color, in order to further establish the brand identity.

Graphic Application 4

Form

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Graphic Application 4

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Graphic Application 4

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05 Conclusion 137

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Semi-Final

Conclusion

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Semi-Final

COMMENTS + Feedbacks

All packaging forms are solid and just need to work on production and finalizing Watch out for color combinations, it can get a little too much Logo relationships with typography should be more consistent and coherent Graphic pattern seems arbitrary at this moment Try to infuse personality into the packagings Try using the mint green on the sprayer bottle; instead of the blue.

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Photo Shoot

Conclusion

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Photo Shoot

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Photo Shoot

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Photo Shoot

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Photo Shoot

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Photo Shoot

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The End 155

Thanks for viewing!