CREATIVE
ART DIRECTION | ISSUE NO. 162 | A DIFFERENT WAY OF SEEING
NV Brooke Browne Celia Spencer Danieka Strathdee Who are we? NV is a small creative team currently situated in the Gold Coast. We strive to bring innovation to life, and challenge cultural norms in our way of thinking. Our ultimate goal is to pave a better future for second and third generations by implementing NV ideas, that will prove both sustainably and economically beneficial. We will always be an Australian brand, and we wish to turn Australia into a country of envy, a.k.a. NV Creative.
PAGE 1
MEET THE
TEAM
NV Creative
Brooke Kade Browne The thinker
Celia Spencer The creative
Danieka Strathdee The designer
116 Old Ocean Road, Gold Coast 4228 +61-412-555-171 | contact@nv.com http://www.NVcreative.com/
CONTENTS 02
THE ISSUE
04
PACKAGING CONCEPT
05
LEGISLATIVE ENVIRONMENT
06
BACKGROUND OF DOG FOOD AND PACKAGING
07
APPLICATION & PRODUCTION PRACTICALITY
08
DESIGN SPECIFICATIONS ( STYLE & PACKAGING DETAILS & DIMENSIONS)
09
FAST FEED FINAL DESIGN
10
LOGO DESIGN(S)
11
REFERENCE LIST
12
APPENDICES CREATIVE BRIEF NV
THE SOLUTION
THE FUTURE OF THE FOOD INDUSTRY A perfect match? / p4
EDIBLE PACKAGING ? DAVID A. EDWARD'S
The brand that's changing it all. NV Creative team, Gold Coast / p1.
116 Old Ocean Road, Gold Coast 4228 +61-412-555-171 | contact@nv.com http://www.NVcreative.com/
PAGE 2 THE PROBLEM
CREATIVE
THE ISSUE WITH PACKAGING UP CLOSE AND PERSONAL WITH BROOKE KADE BROWNE
The issue that NV Creative will resolve, and mitigate through packaging re-design is the environmental impact of single use plastic, aluminium and tin steel pet food packaging. In addition, NV Creative believe the redesign will produce value for customers through increased convenience.
The production of single use plastic, tin and aluminium packaging impacts the environment in both production and disposal phase of the product lifecycle. The production of packaging use vast amounts of natural resources and in the process generates large amounts of greenhouse gas emission (Clean Up Australia Limited, 2016). In the case single use packaging resources are wasted if packaging is not recycled (Environment Victoria, 2016) Over the last thirty years an increase in demand for packaged products has consequently increased the use of natural resources in the production process by 100% (Environment Victoria, 2016). The average Australian consumer generates 6 kilograms of steel can waste per year recycling on average 2.4 kilograms, 3.5 kilograms accumulates in landfill (Clean Up Australia Limited, 2015). Post consumption the packaging has a devastating effect on the environment, specifically marine life. Careless recycling practices, poor landfill management and excessive packaging production have been identified as key contributors to the waste accumulated in the ocean (Queensland Government, 2015).
The presence of large amounts of waste accumulating in the earth oceans impacts marine life in a number of ways including biomagnification, a process where toxic chemicals are absorbed through the skin "more likely to experience the diseases, birth defects, genetic mutations, and other deleterious effects of these poisons" (World Wildlife Fund, 2016). Other effects include integument or harm through ingesting small debris (World Wildlife Fund, 2016).
nv
S.D ,B.B
NV CREATIVE HAS CONCEPTUALISED A BLEND OF EXISTING TECHNOLOGY AND EMERGING TECHNOLOGY TO PRODUCE A TRULY UNIQUE PRODUCT, OFFERING THE PET FOOD MARKET, EDIBLE PACKAGING.
NV Creative Agency
261 eussI
Our Solution
PAGE 4 SOLUTION
CREATIVE
PACKAGING CONCEPT NV creative has targeted the environmental impacts of plastic, aluminium and tin packaging; blending existing and emerging technology to produce a truly unique product, offering the pet food market... edible packaging. In addition, the concept provides increased convenience for consumers by eliminating the un-packing process, and disposable phase of consumption. NV creative is working on gaining the resources and equipment required to fundamentally initiate proof of concept. Nevertheless, NV's extensive research into the dynamics and grounds of the conception, has led our creative team to completely back our idea, knowing that it is both feasible and achievable to ultimately bring to life.
We envisage the packaging being a two-layered system, utilising a product conceptualised by Harvard Professor David A. Edwards, known as WikiCells. The product essentially consists of a membrane which is created from natural food sources, held together by electrostatic forces (Wyss Institute, 2012). Our Vision...
The WikiCells layer would hence serve to protect the product, however a second layer would be both recommended and required to preserve the product, and therefore extend its shelf life. This could be achieved with edible antimicrobial film which has proven to extend the shelf life of ready to eat products, and protect the products from microbiological spoilage (Cagri, Ustunol & Ryser, 2003). One of the major issues inhabiting edible packaging from turning into a mass market product, is the issue of evident contamination via other consumers during the product's time in a retail environment. Even if the edible external packaging can be washed it is highly likely that consumers would find the concept of consuming a product handled by an unknown number of other people unappealing. However, this may not be a concern for consumers purchasing products for their pets. NV Creative would therefore recommend that in the research phase of the product development, answers to this question need to sought. A perfect match...?
PAGE 5 LESISLATIVE CONSIDERATIONS
CREATIVE
LESISLATIVE ENVIRONEMNT The Pet food industry is a self-regulated industry. Compliance with legislation and ethical standards of practice is promoted and monitored by the Pet Foods Industry Association of Australia (PFIAA). The Code of practice developed by PIFFA has been utilized as the basis for developing the Australian standard (AS) for Manufacturing and Marketing of pet foods AS 5812. (Pet Food Industry Association of Australia Inc , 2016). Compliance with this Australian standard is voluntary. In addition, there Is state specific legislation that pet food products must compile with including the following. Legislative Impact on packaging design... For the packaging design to be used
by companies that hold membership with the PFIAA who represent “who represent over 98% of pet food sold by volume in Australia” (Standing Council on Primary Industries Pet Food Controls Working Group, 2012 ) the packaging needs to meet the standards and labeling requirements outlined in the AS 5812 AS 5812 prescribes the following mandatory labeling requirements for pet food which includes.
REGULATIONS, CODES AND PROTOCOLS QUEENSLAND AND GLOBALLY
Animal or Pet food only not suitable for human consumption" (Department of Agriculture & Water Resources , 2016). - Accreditation holder’s name or number. - Use-by date/batch number of the meat or product - Weight of the meat or product. - Ingredients of the meat or product. - Requirements for storage of the meat or product. - If the meat or product is packaged for retail sale. - Graphics showing the type of animal for which the meat or product is intended. -"
In addition, the actual product needs to meet the following national and state legislation: National legislation • PISC Technical Report 88 – Amended 2009 ‘Standard for the Hygienic Production of Pet Meat State specific legislation (Queensland) Food Production (Safety) Act 2000 • Food Production (Safety) Regulation 2002.
PAGE 6 HISTORY
CREATIVE
BACKGROUND OF DOG FOOD AND PACKAGING A NEW PERSPECTIVE WITH DANIEKA JESSIE STRATHDEE This article will review the history into dog food, touching on the Industrial Revolution, as well as the Manufacturing Process, and protocols involved.
It all began 2, 000 years ago, when a gentleman named Marcus Terentius Varro wrote the very first farming manual, advising the best way to feed farm dogs. The roman poet suggested giving farm dogs barely bread soaked in milk and bones from dead sheep. Strange huh?? During the middle ages, Europeans started to introduce kennels for their hounds, and the cooks would make these humungous stews from grains and vegetables, with meat or scraps for their owners. This is where we start to see the growth in dog food, and the way it was made. Moreover, divisions were generated from upper and lower class individuals during the 80s, where the rich and wealthy would feed their dogs shark fins, quail breasts and antelope milk; as well as roast duck, cakes, candies and liquor. At the beginning of the Industrial Revolution in the 1800s, pets became associated with the middle class.
A stigma was generated, of dogs needing to be civilised, therefore the introduction of meat products came to the market. Looking a little more closely... dog food was never really a "thing" until a shipman threw mouldy biscuits off the back of his ship, and a crowd of dogs devoured them. He then had the great idea of the "Spratt" in 1880, where the A.C. Daniel's Medicated Dog Breed was introduced. A bother made a terrible batch of biscuits and then fed it to his dog who absolutely loved it. He then had the innovative idea of creating the F.H Benner biscuit company opening in 1908 to make biscuits that were shaped like bones. There are numerous procedures involved in the making of dog kibble and food. Hence, ingredient handling, shaping, baking, packaging, quality control, and finishing steps need to be factored into the actual process. In conclusion, the future is looking extremely exciting in the dog food industry with many manufacturers coming up with significant improvements in the production of dog biscuits.
PAGE 7 FEASIBILITY
CREATIVE
APPLICATION & PRODUCTION PRACTICALITY THE NITTY GRITTY WITH DANIEKA JESSIE STRATHDEE Having a closer look on NV Creatives idea, the feasibility, and if it is actually possible???
Us at NV are evidently aware of the boundaries and counter regulations that coincide with the implementation of the design; not only into the market place, but also to family homes and industries. We have henceforth conducted extensive research into the product regulations and feasibility of our creation. We have hit a lot of speed bumps in terms of the manufacturing process, as it is a new idea and there is not a lot of data backing up our ideology. Nevertheless, as we have already touched on WikiCells being a viable option to both preserve and execute our design idea; which we believe is a feasible option for Fast Feed. In terms of product practicality we have come up with the fundamental idea of creating a two layer system that would act as a protection later, so that hygiene is accounted for, when transporting from locations (i.e. shops to home).
We have not yet looked into manufacturers that would take on our idea, and how much it would cost. However it is obvious that "Fast Feed" would be a more expensive dog food option, in comparison to average kibble and wet dog food. However we really want to push the environmental, economic and social benefits that would generate in light of this product implementation. The very fact that the product is actually edible, will considerably eliminate littering, and tin/aluminium amounts globally. With the reduction or long-term elimination of tin products for dog food packaging, along with plastics, and tin, we believe that green house gas emissions have a chance of reducing, and henceforth benefitting second and third generations coming into the world. Our tag line at NV Creative is to ultimately pave a better future, and better future generations. We believe that through the implementation of this idea, this can fundamentally be achieved... and on a high scale.
PAGE 8 FAST FEED
CREATIVE
NV CREATIVE INTRODUCTING FAST FEED
A BIT MORE DETAILED DANIEKA STRATHDEE, BROOKE BROWNE
&
CELIA SPENCER
Firstly we will review the style, dimension specifications and packaging details; then further look into the labels and other details that coincides with our Fast Feed creation.
NV Creative has gone for a more realistic approach for the Fast Feed product. This is so the dog recognises the creation, because it is something new and peculiar - we thought that is would be best for them to be able to recognise and assimilate it with something they already know (dog-bone). This is hence why it took us so long to come to our final design, going from balls, to a log look. We played around with different designs, and spent a copious amount of hours at the drawing boards taking into consideration numerous variables and possible obstacles that may or may not come into play via implementing such design. The dog bone style seemed best suited to what we wanted to achieve and our fundamental target market (dogs) because it is easy for them to assimilate the product, enabling easy transition to the market.
We decided that it would be a good idea to have the dog bones, attached in a perforated manner, so that the consumers could essentially break off each bone at a time. This would moreover, enable them to be sold in packs, rather than individually; which will further stipulate a larger value of product revenue for the Fast Feed product by NV.
PAGE 9 FAST FEED PRODUCT
CREATIVE
NV CREATIVE FAST FEED
The dimensions we have chosen are for similar reasons as mentioned before. We wanted it to be as close as possible to a realistic dog bone so that the actual animal would recognise and accept the creation.
6 cm
26 cm
PAGE 10 LOGO DESIGN
CREATIVE
NV Creative Logo "Black Edition"
NV Creative Logo "White Edition"
Fast Feed Logo
CREATIVE
PAGE 11 REFERENCES
Reference List Cagri, A., Ustunol, Z., & Ryser, E. T. (2003 , October 17). Antimicrobial edible films & coatings . Journal of food protection , 67(4), 833-848. Clean Up Australia Limited . (2016). Steel and Aluminium . Retrieved from Clean Up Australia : www.cleanup.org.au Department of Agriculture & Water Resources . (2016, Febuary 23). Pet food Safety . Retrieved from Department of Agriculture & Water Resources : http://www.agriculture.gov.au/ Enviroment Victoria . (2016). Packaging . Retrieved from Enviroment Victoria : http://environmentvictoria.org.au/content/packaging Queensland Government . (2015, October 31). Beach and Ocean litter . Retrieved 2016, from Department of enviroment and heritiage protection : www.ehp.qld.gov.au Sustaniable Coastlines . (2016). Single use pastics . Retrieved from Sustanaible Coastlines : http://sustainablecoastlines.org/ World Wildlife Fund . (2016). Threats Pollution . Retrieved from World Wildlife Fund : http://www.worldwildlife.org/threats/pollution Wyss Institute . (2012, January 26). WikiCells Bottles that we eat . Retrieved from Wyss Institute : http://wyss.harvard.edu/
CREATIVE
PAGE 12 APPENDICES
Appendices CREATIVE BRIEF
SECTION 1: Activity A. Client: Fast Feed B. Product/ Service: Dog Food C. Project Name: Fast Feed Enters Dog Food Market D. Creative Team: Celia Spencer, Danieka Strathdee, Brooke Browne E. Objective(s): Create a packing for dog food that will reduce excessive packaging and concurrently, less landfill SECTION 2: Timeline A. Creative Brief Date: 7/5/2016 B. Pitch Date: 5/6/2016 C. Final Required Date: 2/7/2016 D. Version: 1 SECTION 3: Objectives A. Brand Background: Emerging dog food brand. Great potential. Environmentally conscious. High end products. Distributing in small, local canine boutique shops. For the busy consumer that has a high regard for their pets’ food consumption. B. Concept Objective: Create a product that involves edible plastic that packages dog food that reduces excessive landfill and food preparation time. The packaging must hold a sufficient shelf life and protection of product. SECTION 4: Details A. Primary Audience: Dog owners. Little disposable time. High regard for dog’s food consumption. High concern for environment. Some disposable income. B. Unique Selling Proposition: Edible plastics packaging dog food to reduce time wasted preparing dog’s meals. Reducing excessive packaging resulting in less landfill issues. C. Current Behavior: Purchasing normal packaged dog food D. Desired Behavior: Purchasing Fast Feeds new products of edible plastic packaged dog food E. Tracking Success: Noting sales F. Budget: Not specified SECTION 5: Media A. Format: Mock ups of product concepts B. Distribution: Boutique pet stores