Grain F ree Eats
Process Manual
Mission Statement
Fresh Air Bakery is a grain free bakery that brings a fresh taste, look, and experience to the grain free audience. We believe that neither texture, satisfaction, or quality should be decreased when grains are omitted. We are bringing a breath of fresh air to your grain free experience. When it comes to our ingredients, we choose the highest quality of nutrition without compromising on taste. Our packaging carries on our passion for sustainability by utilizing recyclable and reusable materials.
Table of Contents
Research
1.1-1.6
Logo
2.1-2.7
Packaging
3.1-3.9
Creative Brief
4.1-4.2
Research
There’s a saying “Measure twice, cut once.” Before even beginning to design this project I wanted to have a clear strategy for how I would achieve my goal. I began this project with researching general biomimicry examples. As I was inspired, I began to pinpoint my research on other products that have to do with air and learned from other designers who have been inspired by this concept.
My research for this project was anything but linear. I would start researching designs that inspire me and then go back to designing Fresh Air Bakery. I did many mock ups and with each one I would find things to improve upon or find something I would need to further research.
Research: Case Study 1
The Arbre à Vent Biomimicry:
Michaud-Larivière created the wind turbine in the shape of a tree because the most common complaints for current models are that they are ugly, large and loud. The turbine’s leaves are designed after natural leaves in that they are light weight and interact similarly to the wind, which makes it possible for them to capture light winds as low as 4.4 mph making it possible to capture wind up to 280 days a year. The design is also built that if one leaf breaks the rest of the leaves will make up for it. The turbine is meant to line city streets or sit in people’s backyards. It opporates silently and it meant to blend in with the natural landscape
1.1
Pattern:
The Arbre à Vent mimics patterns we see in trees. The leaves tend to cluster as they run along the straight lines of the branches. At a closer look the veins of leaves make beautiful rows of patterns. The pattern on the right mimics the clustering of leaves. The pattern below highlights the outline in tree silhouettes by the use of negative space.
Background:
The Abre A Vent is a wind turbine that resembles a tree with leaves. It was conceived and created by French entrepreneur Jérôme Michaud-Larivière. Each turbine is 26 x 36 feet and the leaves act as mini turbines. The turbine is capable of supplying enough energy for a 4 person household. It has a low carbon footprint and is completely silent when it is opperating. Sources: http://www.treehugger.com/wind-technology/beautiful-wind-turbine-trees-generate-clean-energy-urban-environments.html http://ecowatch.com/2015/01/06/wind-turbine-trees/
Research: Case Study 2 Background: Apple Inc. launched Icloud in October 2011 as a storage and computing service. The cloud acts as a remote server and allows its user to store data from any of their Apple devices. If any of their devices are lost or stolen they are still able to access their data. Icloud also allows its users to wirelessly share their data with other users. Icloud has grown to over 300 million users.
Icloud
1.2
Biomimicry: The concept of Icloud is entirely based on the idea of a cloud. Something that is floating, airy, and full of unseen elements. The logo itself is in the shape of a cloud. We interact with it but much of our interaction is invisible much like our interaction with the atmosphere. Even though actual storage servers are giant ugly machines Apple wants its users to think of it as something that takes up little space and has a positive presence.
Pattern: The patterns here show the random patterns of clouds. It is impossible to find the same pattern twice but the defining features are the rounded edges and sporadic curves. The range of blues give the clouds a light and airy feel.
Sources: http://support.apple.com/kb/PH2608 https://en.wikipedia.org/wiki/ICloud
Research: Case Study 3 Background:
Nike Air Max Biomimicry:
The Nike Air Max 1 shoe came on the market in 1987. It was considered to be the “brainchild� of Mark Parker and Tinker Hatfield. Many different versions have come out since and all boast of the ultra light design and materials that allow for maximum comfort and agility.
Nike Air branding and image is based on the idea that their shoes can make you fly. Their images promote high level athletes like Michael Jordan who are known for their athletic skills. Their branding is created of light lines, airy colors, and multidimensionality. Their fabrics boast of being breathable and lightweight qualities that promote the feeling of walking on air.
Sources: https://en.wikipedia.org/wiki/Nike_Air_Max http://store.nike.com/us/en_us/pw/air-max-shoes/brkZb8d http://pinstake.com/nike-air-max-90-jacquard-night-factor-vivid-blue/ http://www.nike.com/us/en_us/c/sportswear/airmax
1.3 The patterns of air are random and often invisible. At times it is more of a feeling than an actual picture. These patterns portray movement through space. Soft colors and lines are used to provide a sense of lightness that transcends space.
Pattern:
Choosing a Product
1.4 I wanted a product that mattered to me and to people around me. I have been on the grain free journey and have found many products that are lacking or found that there is not a product to replace my beloved grain filled product. With our nation taking a stand on health I wanted to jump in and get my hands dirty. Fresh Air Bakery was born out of a desire to have a product that is made from pure ingredients and statisfies the cravings in many grain free eaters. odo ligula eget dolor. Aenean mas-
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1.5
Grain Free Competitors
Cloud Bread
Upon searching whom my competitors are I found four main categories. First and probably the most significant because it is actually grain free is “Against All Grain�. This is probably the best-publicized and well-known grain free line out there. Next, I found products like cloud bread that is a specific product rather than an entire line. Amazon makes it easy for people to quickly purchase options that are not easily found in grocery stores. These products were rarely grain free but often healthier or gluten free options. Lastly, the gluten free world is a possible competitor for those looking for alternative options to mainstream breads.
Amazon Breads
Against All Grains
Gluten Free Breads
Picking A Name Picking a name for a grain free bakery was one of the most challenging parts of the assignment. I needed the name to portray that the product was grain free but also the kind of experience that customers would have at the bakery. A few weeks and hundreds of ideas later I finally landed on “Fresh Air Bakery” with the tag line “Grain Free Eats”. A large component of this product is that CO2 is used to make the bread light and fluffy. CO2, light fluffy grain free bread, and a grain free bakery are all new experiences for most people. Fresh air alludes to the CO2 but also a brand new experience. I wanted to tag line to be playful and leave room for curiosity and “eats” seemed like the perfect fit for both of these goals.
1.6
Logo
Designing a logo for Fresh Air Bakery was a fun challenge. After doing biomimicry reseach I wanted it to depict the flowing nature of air. Also, I wanted it to portray the fun, casual nature of the bakery itself. I decided against using a symbol to portray the bakery because it was not productive and decided to depict it with type and rule instead.
2.1
Logo Drafts
grain free bakes
Fresh Air Bakery
grain free eats
grain free eats
Fresh Air Bakery
Fresh Air Bakery grain free bakes
Fresh Air Bakery j
Grain Free Eats
Fresh Air Free Bakery A Grain Eatery
Fresh Air Bakery
Logo Drafts
2.1
Fresh Air grain free eats
Fr
Ar
a grain free eatery
a grain free eatery
Fr
Ar
a grain free eatery
2.1
Logo Drafts
Fresh Air BAKERY
Fresh Air Bakery
Finalized Logo
2.2
Grain Free Eats
Proper Usage
2.3 Grain Free Eats
This presentation is the most common and broadly used form of the logo with the tag line to the side and green and white color being primary. It is ideal for vertical layouts.
Grain Free Eats
The inverse is acceptable and encouraged on colored backgrounds.
This logo is used for horizontal or square layouts.
A colored logo that does not present the tag line but a different line of bread is acceptable.
Improper Usage
2.4
Grain Free Eats
The logo without the box around “bakery”
Grain Free Eats The logo without the box around “bakery” and without the tagline
The tagline stacked under the logo
The secondary logo in the primary color
The mixing of primary and secondary colors
Grain Free Eats
The primary logo in a secondary color
Primary Color
The primary color pallette is used for the majority of the branding for Fresh Air Bakery products.
2.5
Grain F ree Eats
PMS : CMYK : 35, 0, 33, 0 RGB : 166, 255, 171 HEX: # A6FFAB
PMS : CMYK : 72, 25, 35, 1 RGB : 0, 0, 0, 0 HEX: FFFFFF
Secondary Color
2.6
The secondary color pallette is used the different lines of breads that are within the Fresh Air Bakery.
CMYK : 17, 4, 45, 0 RGB : 215, 222, 161 HEX: # D4F58C
CMYK : 72, 25, 35, 1 RGB : 71, 198, 164 HEX: # 47BDA4
CMYK : 72, 25, 35, 1 RGB : 0, 0, 0, 0 HEX: FFFFFF
CMYK : 72, 25, 35, 1 RGB : 0, 0, 0, 0 HEX: FFFFFF
CMYK : 40, 45, 50, 5 RGB : 155, 133, 121 HEX: #9B8579
CMYK : 72, 25, 35, 1 RGB : 0, 0, 0, 0 HEX: FFFFFF
2.7
Typography
Logo Main Font: Lobster Two Regular
Logo Tagline Font: Helvetica Neue Condensed
Lobster Two Regular ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz
Helvetica Neue Condensed Bold ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn
opqrstuvwxyz
Headline Font: Helvetica Medium
Body Copy Font: Helvetica Neue Thin
Helvetica Neue Medium ABCDEFGHIJKLMN OPQRSTUVWXYZ abcedfghijklmn opqrstuvwxyz
Helvetica Neue Thin ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz
Packaging
Packaging for Fresh Air Bakery was just as important to me as the logo as it makes a big statement about the brand itself. My goal was for the packaging to be reusable so customers can take pride in their purchases from Fresh Air Bakery. I want to build a sense of community and customer loyalty with the packaging. Since the bags are reusable it will not be uncommon for customers to carry their bags and wraps around town, which provides commonality among the customers. Also, with the purchase of the packaging customers receive discounts on their grain free eats. The packaging also encourages sustainability because customers are encouraged to bring their packaging back each time they visit.
3.1
Packaging Research
I started research for this project with the biomimicry examples I found early on. I explored examples like the Nike Air shoes and how they were packaged mainly using air but also plastic. I wanted to avoid nonreusable materials so I began to look into natural products. Another goal I had was to make the packaging able to be easily transportable because as a grain free eater you often want to take your own bread with you to various places. Initially, I thought that all breads need to be completely air tight but after speaking with a bakery manager I found out that bread does need the right amount of air. Also, it must be stored in a dry place void of moisture so it does not mold or get stale. Ideally, bread needs to be eaten in the first 2-3days I stumbled upon beeswax in my research and found that it would be a very suitable bread packaging material. It is naturally antibacterial, and when melted on cloth it works like cling wrap. Unlike cling wrap it is reusable and can be washed with cool water.
Packaging Drafts
I continued scheming about how I wanted the packaging to look. I wanted it to be able to expand and contract as the bread is used. It also needed to be compact.
3.2
Packaging Drafts
3.3 I started experimenting with beeswax. I made a wrap that had melted beeswax on both sides. I did an experiment by wrapping a 1/2 a bagel, 1 piece of grain free bread, and a grain free waffle each in a beeswax wrap and the other halfves in foil, glass containers, or cling wrap. The next morning I tested a piece of each and the beeswax seemed to do just as good of a job as the other methods. I realized though that a bag would be better for softer breads or multiple pieces of bakery items.
about to bake the wraps!
It Sticks! Old baking pan, paint brush, ruler, cloth and beeswax
Letting it dry...
3.4
It Wraps!
The wrap test : 1/2 a bagel in wax wrap and 1/2 in a plastic pag.
Wrap Pattern
3.5
12 in
12 in
4 in
Organic Cotton & Beeswax (back of wrap)
2 in
15 in
15 in Organic Cotton (front of wrap)
G rain Free Eat s
Organic Cotton & Iron On letters Label attaches top right corner of wrap
Bag Pattern
3.6
32. 5 in
23 in
x4 23 in
sew liner inside
sew along dotted lines
turn right side out
Grain Fr ee Eat s
apply label
Finalized Packaging : In Process
3.7
Finalized Packaging : Bag The final bag is lined with the green color farbric and the costumer can choose whether it is lined with wax as well. The handles can be tied in a knot and they enable the bag to be mostly air tight. The front of the bag displays a patch that has the Fresh Air Bakery logo on it.
3.8
Finalized Packaging : Wrap
The final wrap displays the green that is through out the branding. It is lined with wax on the inside and organic cotton on the inside. There is a tab that has the logo and velcro’s the wrap in place. The wrap is able to expand and contract as the size of the bread changes.
3.9
Creative Brief
4.1 1. Needs
5. Message
Fresh Air Bakery makes it possible for the grain free audience to still enjoy bakery goods. It meets the needs of an audience with food allergies and provides them with a means of responsible purchasing.
Fresh Air Bakery is a grain free bakery that brings a fresh taste, look, and experience to the grain free audience.
2. Project Objective
6. Audience
The objective of Fresh Air Bakery is to provide high quality, grain free bakery goods to an audience that is looking for a sustainable and healthy product.
The group that I am attempting to target is people between 18-50 in the 25,000-150,000 per year income bracket. It targets those who looking for a healthy and active lifestyle and those who have know food allergies to grains.
3. Project Strategy When launched Fresh Air Bakery will be not only a bakery but the bakery items and packaging can be sold in grocery stores and other bakeries. 4. Background Currently, the grain free market is fairly bleak when it comes to full-scale bakeries. There are some online products and recipes that boast grain free but that is it. Fresh Air Bakery provides a place to come and experience quality grain free eats. Also, it will provide a fresh airy texture not normally seen among grain free products.
4.2
Design Analysis Introduction:
Methodology:
The purpose of this project is to provide a grain free option to people with food allergies or looking for a healthy alternative to grain filled products.. I was the primary designer and wanted to do this project because I have been on a grain free journey for over a year and have found that this industry is lacking in quality. I want to make it easy for people on this journey to be able to have a healthy and good quality of life.
The bakery will be a place that welcomes the grain free audience and any one looking for a healthy alternative with its fun and attractive branding. The bakery attracts customers to come back because of the packaging. The packaging is reusable and when purchased or brought back to the store for reuse the costumer will receive a discount. It also provides marketing to the general public as people carry the packaging around town. The delivery trucks also provide branding and will help Fresh Air Bakery become a familiar brand. Lastly, the packaging will be sold in the grocery stores along with the bread and it can be reused in peoplesÕ homes on more items than just breads, which provides more marketing and more sustainability. The responsibility that comes from purchasing this product makes the customer feel good and hopefully keeps them in the responsibly lifestyle.
Problem Statement:
Evaluation:
In my research I found many gluten free options, however, a complete grain free option is very rare. I did not find one grain free bakery. The closest I found was a grain free cookbook or single item. With that said, I have heard amongst the grain free audience that there is a growing depend and health need for grain free options.
One way to measure how success will be reported is by tracking how many customers are bringing back their packaging for a second time, third time, etc. Also, how many people are buying the packaging at the grocery stores will help identify if this product is replacing waste in households. Small free samples could be given at the bakery and local businesses to see if people even notice the difference in the grain free alternative and if it is in fact delicious. Polls could be taken from this tests and changes could be made to the product. Whichever line does not sell many items could be discontinued and replaced with a more desirable product.
Objectives:
Project Summary:
My product will start as a bakery to help people gain a positive experience with grain free products. The branding ÒFresh Air BakeryÓ speaksto the ingredients being new and fresh as well as the space of the bakery itself. Within a year of the bakery opening, It will move into grocery stores and restaurants as an alternative option to mainstream bread lines. Due to the reusable and compactable packaging customers can return for more or take their breads with them when grain free options are not available.
Upon researching for Fresh Air Bakery I found that there were very few grain free products available for purchase and even fewer grain free bakeries. I also found that there are many ways to make reusable bread bags but they were not being sold in grocery stores or bakeries for breads. The packaging that is used for breads is normally plastics and causes a lot of waste. I decided to launch a bakery that kept quality of taste and ingredients at the forefront, while introducing sustainability into the packaging. I used beeswax and organic cotton in my packaging because they are natural and reusable products. Beeswax is also antibacterial, which is beneficial with the reuse of the product around foods. I did many tests with the packaging to make sure it could compete with plastic wrap, paper bags, and glass containers and it met the need. I also spoke with a bakery owner to see what his ideal bread packaging would entail and made sure my packaging included these elements. IN conclusion, I am happy with how the packaging turned because it has eliminated waste from my home kitchen and provides a fun solution to taking breads with me when I need them.
Enjoy!