Packaging Process Book by Jordan Hu

packaging process book

Packaging Process Booking Graphics

packaging process book

Obligatory My interest in packaging first developed in Aki Nurosi’s color class where I created my first ever packaging project for the “simultaneous contrast” assignment. That project became validation for me that I would be enrolling in packaging the following year. I think there have definitely been moments in my life where I have taken the time to stop and fully appreciate a well-designed and beautiful package. That being said, I don’t think I truly took notice of packaging until that assignment. There is something so lip-smackingly del-icious about a well-designed package design. It is even more satisfying as a graphic designer to see the transformation of your own original two-dimensional design upon translation to a three-dimensional surface.

packaging process book

exercise 1: dielines The first assignment involved selecting five different packaging templates or â&#x20AC;&#x153;dielinesâ&#x20AC;? within some of the books provided by the teacher. This exercise acted as a beginner crash course introduction to working with templates and creating a three-dimensional form from it. Another part of this exercise involved hand selecting material for the appropriate packaging template. Naturally, material is so crucial when it comes down to packaging. The wrong material could change the consumerâ&#x20AC;&#x2122;s entire perception of the product. This exercise sharpened my awareness to the necessary consideration of product and content when selecting material. It also put me in the mindset to always consider the proposed consumer.

template 1

template 3

template 2

template 4

packaging process book

packaging templates

packaging process book

whale in packaging

exercise 2: the crayola egg The following week’s homework was to create an egg shape, to focus more on form and content. I wanted to be more playful and experimental with my choice of mediums. Thus, I chose the medium of crayons to make my egg form. Originally my intent was to adhere the crayons side by side and cut/shave/sand it down all the way to the egg shape. However, because of the material that the crayons were made out of (wax), it was pretty much impossible to glue them together securly without having it all break down. The alternative was repurpose the medium in which I melted down the substance using heat and pour the liquified material over and other again. Similar to creating “layers,” the time it took for the material to dry was almost immediate and so using this process allowed leeway for texture.

packaging process book

The process involved consistently pouring the liquified crayola material over and over again to create different layers of color. After finally developing a rather congealed form, I began sanding it down to an egg shape. The result still maintained some of the desired texture created from the choice of materi in the ground. The final egg form kind of reminded me of an ancient dinosaur egg in crayon form.

packaging process book

holding the crayola egg

project 1: 5-roast sampler Labeling is perhaps one of the first things that the consumers takes notice of on a package. More so, it is also one of, if not the, most important element in the package because it contains all the necessary information about the product. As this was the first project, a lot of my peers were already exploring forms, but Aki made sure to be clear that we werenâ&#x20AC;&#x2122;t focused on doing for this assignment. I found that interesting because I felt like these intentionally focused projects were meant to pinpoint specific aspects of packaging that all in turn add on to the overall design experience.

packaging process book

Located on the familiar neighborhood of Fox Point, Coffee Exchange is home to local Rhode Islanders. Coffee Exchange has managed to maintain a reputation as being one of the best coffee spots to visit in the Rhode Island state and New England area. For the past 30 years, the company has made it their mission to support and focus on sustainability in coffee. 95% of their green (unroasted) coffee is imported through Cooperative Coffees, a green coffee importing cooperative comprising 23 community-based coffee roasters in the USA and Canada, each of whom is committed to building and supporting fair and sustainable trade relationships for the benefit of farmers and their exporting cooperatives, families, and communities.

packaging process book

Coffee Exchange exterior

Design Brief

MISSION: Our Mission is to operate a coffee roasting business and café that provides our customers and our community, our employees and our coffee-farming partners, with those sustainable quality of life elements that the business of coffee can provide and affect, from the quality of their lives to quality in the cup. WHO: The proposed consumer for this hypothetical product is a customer who doesn’t have extensive knowledge or experience in drinking coffee—perhaps an occasional drinker that has a curiousity or interest in learning more about coffee and the process of drinking/making it. WHAT: The client wants me to address the form and structure of the packaging regarding the consumer. Keeping in mind the company’s mission, the redesign should ensure an ethical solution to designing a sampler for five different kind of roasts offered at the Coffee Exchange. The sampler contains five different packets of five different roasts—American Roast, Full City Roast, Vienna Roast, French Roast, and Espresso Roast. Each packet contains two generous tablespoons of coffeebeans, just enough to brew a strong cup of coffee from each individual packet. WHERE: The place of sale for this sampler would be at the original Coffee Exchange located in Fox Point (Wickendon Street) It will only exist in the original Coffee Exchange location because the intent of this is for the consumer to experience first hand what Coffee Exchange has to offer—best at its original location.

packaging process book

WHEN: May vary with seasons. HOW: The label for the sampler will be what holds the entire burlap bag together, with the content carefully tucked away inside. The packets are each made out of a single coffee bag for the clients to conveniently seep into their mugs. The price range for this redesign should be cheaper to mass produce than the original because the material chosen are cheaper and generally easier to reproduce. MATERIALS: -

Singed burlap bags Coffee filters Sustainable brown cardstock Transfer pen Screenprint materials

play Medium Domaine Dis-

Filosofia OT Bold

ABCDEFGHIJKLMNOP QRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12 34 56 7890!@#$%&*( )”’;

AaBbCc012 34

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%&*()”’;

AaBbCc0123 4

Typography espresso roast / french roast american roast / vienna roast / full city roast

sampler

5-roast

“a sampler for the mildly curious” Our Mission is to operate a coffee roasting business and café that provides our customers and our community, our employees and our coffee-farming partners, with those sustainable quality of life elements that the business of coffee can provide and affect, from the quality of their lives to quality in the cup. Coffee Exchange / 207 Wickenden St, Providence, RI

5-Roast Sampler Dieline

packaging process book

Color Palette

(0,0,32,0)

(47,29,50,0)

(60,41,65,19)

(13,55,54,0)

(25,72,76,13)

(26,40,55,0)

Materials -

Burlap Thick cardstock Screenprint ink Coffee filters Five roasts Twine

In an attempt to somewhat modernize Coffee Exchange, I wanted to partially redesign the logo. Taking into accountability the original intent and aesthetic of Coffee Exchange, I made sure not to overdesign. As the goal in mind is sustainability, I wanted to use low-fidelity methods and tools to produce everything in the sampler. The partially redesigned label was screenprinted with white ink on the actual sampler label.

Screenprint process

packaging process book

“a taster set for the mildly curious” The actual label itself was created through a proposition to the hypothetical consumer of creating a 5-roast taster set. Ideally, the hypothetical consumer would be for “one who is mildly curious”—somebody who is an occasional coffee drinker that is interested in learning more about the history of coffee. The intent behind this proposed taster set is to give the consumer an out of body experience—understanding and learning through trying a series of different roasts.

(detail) 5-roast sampler

The material chosen, inspired by the store interior and atmosphere, is a rustic burlap. My research began browsing through appropriate materials that are sustainable and communicate the rustic and urban qualities of the Coffee Exchangeâ&#x20AC;&#x2122;s aesthetic. Thus, the burlap was an ideal material as it is an affordable material that is heavily textured and is somewhat reminiscent of peasantry. The burlap material was singed on three corners to create tiny pouches. Lastly, the partially redesigned label was intentionally imperfectly screenprinted on top. The label itself is printed on a relatively sturdy, but not overly thick cardstock. My mindset when creating this label is that it would be reusable in that it could be reprinted later to fit other promotions within seasons such as a Christmas taster.

(detail) coffee exchange burlap bag and samplers

packaging process book

(detail) label

original pen illustration

The single filter bags has an original pen illustration drawn by me, along with a drawing of people drinking coffee from the Coffee Exchange. The purpose of the drawing of the Coffee Exchangeâ&#x20AC;&#x2122;s exterior is to be reminiscent of a different period of that cafe. Inside the burlap bag, there are five different types of roasts that the Coffee Exchange offersâ&#x20AC;&#x201D;American Roast, Full City Roast, Vienna Roast, French Roast, and Espresso Roast. They are carefully packaged in a hand-wrapped coffee filter bag because the proportions inside the bag is enough to make one strong cup of coffee.

packaging process book

transferred illustration

packaging process book

coffee filter bags with cardstock labels

project 2: travel mancala The second project asked the class to focus on form and structure. We were asked to specifically choose a terribly packaged game and rededesign it. I expressed interest in repackaging Travel Mancala, because it is a game that I am familiar with. Mancala is a game that I have been playing ever since I was young. It’s funny because even though it existed as part of my childhood. I actually never knew what the name of the game was until this packaging assignment. It had always been referred to as “the game with holes and marbles.” A core reason to why I never knew the name of the game was because the lack of residual information from the exterior packaging. I also didn’t see any cultural context from the game until I started doing extensive research on this game as well as through responses generated from passerby’s as I was working on this project.

packaging process book

Travel Mancala in package 33

Design Brief The concept that I wish to propose for the toy packaging assignment investigates a deeper look into the historical and culturalcontext behind “Mancala.” As I am somebody who consistently played this game throughout my childhood, I only realize now of the obvious void between the cultural/traditional context and the actual gameplay. Thus, I am interested in bringing what has been in the background to the forefront by harmoniously integrating the culture more into the actual packaging and design. As the packaging sets up and prepares how the consumer perceives the game, the design is really important to my concept. I ended up selecting to repackage a travel-sized Mancala because of portability. The Mancala I have back at home is traditionally a coffee table game that is not meant to be portable. The idea of being able to carry a simplistic, lightweight, and fun game and play it at one’s convenience is a fascinating one.

Materials -

Corrugated e-flute cardboard (brown) Black Paint Tribal African textiled pattern Thick chipboard Transfer pen

packaging process book

Color Palette

(17,86,77,0)

(14,17,22,0)

(38,0,82,0)

(88,79,0,0)

(66,38,94,25)

(24,74,75,16)

(48,73,52,31)

(65,0,42,0)

(68,23,100,0)

(0,29,92,0)

(69,41,30,0)

(0,62,82,0)

(15,85,40,0)

(20,91,66,65)

(53,70,82,71)

Typography CHARVET

Initial Toy Packaging

the hideous original packaging

Do I really need to say much more?

packaging process book

When I changed my decision of repackaging “Mancala,” I became more interested in the historical and cultural context of the game. Having played it throughout my childhood, I didn’t realize that it was such a well known game. In fact, I was surprised that have been various different ‘versions’ created distributed throughout the world, each individually customized for its own culture and tradition. I was most interestd in translating historical context back into the repackaging. For the first week, I was exploring various different possible forms that I could do with such a limited object. I decided to create two frames (one for the top and one for the bottom) The exterior was held together and wrapped around using corrugated cardboard, a material that was actually supposed to be further investigated in the final project. I wanted the consumer to experience Mancala in the traditional fashion in which, when you open up the package, you get this player to player standing where one player stands on side and the other on the other side.

Open-faced gameplay

My interpretation of redesigning Mancala centered around integrating historical context as well as this idea of excavation.

packaging process book

The Mancala wooden gameboard itself is securely wrapped in an African tribal fabric in order to prevent damage in the near future (moisture, fluids, etc) The instructions to the Traval Mancala packaging is transferred onto the opposing side of the e-flute, creating texture that echoes that of pit marks on the ground. This also allows the instructions to become one with the game. Tucked away towards the top of the packaging, there is a corrugated cylinder container with the marbles comfortably sealed inside.

(detail) side perspective of package

Aerial perspective of gameplay

packaging process book

The frame embedded into the interior package design embodies the game. When the players open up the travel package as well as the board, it is displayed in a way that makes it part of the gameplay. This also in turn guarantees that the packaging wonâ&#x20AC;&#x2122;t be going to waste, as it it part of the game itself. This is also another important component in packagingâ&#x20AC;&#x201D;lack of waste.

Transferred Travel Mancala instructions

packaging process book

Travel Mancala Marble Container

packaging process book

(detail) Corrugated cylinder container

project 3: corrugated cardboard The final project involved using corrugated cardboard as the primary material for exploration. Having used it for my last project, I have a general idea in terms of what the material is capable of. Corrugated cardboard is paper-based and it consists of a fluted, or ridged, corrugated sheet and one or two flat linerboards on the opposing side. From first glance, corrugated cardboard to me has a rather luxurious quality about it. It is a cost-effective material that is not only affordable but also elevates the assumed product price when used correctly.

packaging process book

The name â&#x20AC;&#x153;Cirrusâ&#x20AC;? means a genus of atmospheric cloud generally characterized by thin, wispy strands, giving the type its name from the Latin word cirrus meaning a ringlet or curling lock of hair.

packaging process book

a sky full of thin, wispy strands

Design Brief ABOUT: In recent years, I’ve begun to develop a desire and interest in travel and exploration. Having been fortunate enough to have traveled enough, maybe more than the average person, I was also able to first-handedly stumble upon some really beautiful airport lounges along the way. I’ve always been interested in doing a packaging project on airlines and airport lounges because of my interest in the little things that the services provides that make the trip overall more enjoyable. PROPOSAL: I wish to propose creating a brand identity for a hypothetical airline. The ideal consumer for this airline would be a high-grade flyer—travelers who are looking for a comfortable atmosphere to relax and spend their time during their layovers. This proposal takes direct inspiration from my fascination and love for the “in-betweens” of work and home. Similar to cafe culture, airport lounges are a midpoint between the two where you leisurely spend your time in a laid-back environment/space. I love the idea of these “in-between” spaces/ environment and hope to explore this concept deeper by translating it through packaging and printwork. MATERIALS: - Blue and white corrugated e-flute cardboard (required) - Regular Cardboard (brown) - Stardream paper (collatoral print) - Clear plastic bags

packaging process book

REFERENCES: 1. First Class Amenity Kits Article (http://thepointsguy. com/2015/02/best-first-class-amenity-kits-in-the-skies/) 2. La Premiere class (http://www.airfrance.us/US/en/common/guidevoyageur/ classeetconfort/la_premiere_aeroport.htm) 3. Cathay Pacific (http://www.cathaypacific.com/cx/en_TH/about-us/pressroom/press-release/2015/cathay-pacific-offers-new-amenity-kits-for-first-and-business-class-passengers-on-longhaul-flights.html) 4. Travel and Leisure Magazine (http://www.travelandleisure.com/articles/the-worldsmost-amazing-airport-lounges)

packaging process book

promo advertisement for this hypothetical amenity kit 53

Typefaces

AaBbC c012 34

Domaine Display Medium

ABCDEFGHIJKLMNOP QRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12 34 56 7890!@#$%&*( )”’;

Cochin Italics

A aB bCc01234

ABCDEFGHIJKLMNOP QRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12 34 56 7890!@#$%&*( )”’;

Color Palette

(11,0,0,0)

(21,0,0,0)

(49,17,0,0)

(72,36,0,0)

(81,48,0,0)

(90,60,0,0)

Logo Iterations

cirrus airlines cirrus airlines cirrus airways cirrus airlines Final Logo

packaging process book

(detail) cirrusair amenity kit

Whatâ&#x20AC;&#x2122;s inside the amenity kit? 1

cirrusair journal a custom-made cirrusair journal for loyal clients. This journal is intended for the client to document their travel stories. Write, document, and send us your story. We would love to hear from you!

2 cirrusair socks to keep your piggies warm and comfortable

cirrusair socks

packaging process book

cirrusair blanket

packaging process book

A comfortable blanket to shield you from the cold during the duration of your travel

A plastic bag containing Tea Tree oil shampoo, grape seed oil conditioner, Evelyn lily hand lotion, toothbrush, toothpaste, and a comb for all your personal needs. 59

packaging process book

Tea Tree Oil Shampoo, Grape Seed Oil Conditioner, and Evelyn Hand lotion

packaging process book

As another output for the entire branding project, I created an instagram to promote this soon-to-be airline (as Iâ&#x20AC;&#x2122;m currently referring to it) I plan on continuing and pursuing this project further even after graduation. In a broader aspect, I can see this project expanding to maybe even something entirely new and unexpected. Follow @cirrusair Letâ&#x20AC;&#x2122;s make this airline a reality!

cirrusair instagram

packaging process book

Packaging Graph Typeset in ITC Cl with care by Jord ‘15 y’all . Instru

packaging process book

hics. Spring â&#x20AC;&#x2DC;15. learface Std. Made dan Hu. Class of uctor: Aki Nurosi.