Process Manual
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Table of Content Introduction ......................................................... 4 Case Studies ........................................................ 7 Logo ...................................................................... 11 Branding ............................................................... 17 Packaging ............................................................ 24 Design Analysis .................................................... 29
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Introduction
Introduction
Creative Brief
Needs As a new competitor in the snack industry, the client needs to establish their identity in a way that will make their brand recognizable and memorable. They must give off a well-established, yet friendly and approachable aura to the consumer. The client must also be perceived as a company that enforces sustainability and the well-being of the environment. While showing off the well intent of the company, the product must also be accessible and appealing to the consumer market.
Project Objective The goal of this project is to create a brand identity for Nanos that will stick in the minds of consumers. This will be accomplished by creating a logo that represents the duality of the company as well as the product itself. The packaging will reflect the company’s dedication to sustainability by using materials that can be upcycled and can be biodegradable to add flexibility of their use. In order to make the product more appealing, the packaging will fill the needs of a to-go snack. This will create portion control, which will create a healthier way to consume the product.
Project Strategy To create a good branding identity the logo must be seen and interpreted as being for the environment. When completed the company will have a newly designed logo as well as a complete graphic standard that shows the uses and misuses of the logo. An ad campaign that focuses on the caring aspect of the company will be launched. An introduction to the company will be featured in a magazine that explains the values. Short advertisements showing the company’s fun side will be created. Digital marketing will be crucial to encapsulating all the aspects of the company. Stationary kits and shirts will be distributed at grocery stores. To create sustainable packaging, research will thoroughly be conducted and tested.
Background Banana chips are a snack food known to be delicious and addicting yet unhealthy if eaten too often. Usually other companies who sell banana chips have them in large plastic containers or in medium sized bags. The Problem with this is that many people perceive themselves to not have any self-control and end up eating the entire content. This event usually ends up causing great guilt and people then avoid them all together. Nanos will be different as it will create portion control with the packaging design itself. The person will be able to eat their snack without guilt for their bodies as well as for the environment.
Message When you buy Nanos, you can feel at ease about your waistline as well as about the environment. Nanos is a company that wants you to indulge yourself with a treat whenever and wherever you are. Eating something you love shouldn’t be a sign of weakening willpower and watching your portions should not make you feel like you are creating more waste. Nanos wants you to know that we have taken care of almost everything and that enjoying your snack should be just that: enjoying.
Audience The target audience are Latina women ages 25-30, who are working or always on the go. It can also be for people who enjoy banana chips, but are hesitant to eat them, because of the calorie intake. It also targets people who are aware of the environment and want to contribute less environmental impact on the planet. The income level will be middle class. The distribution will be in the United States as well as parts of Latin America.
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Introduction
Mission Statement
Nanos is a company that is dedicated to keeping the user and the environment in mind. The brand represents people who are working to get the best out of their lives. It is approachable, fun and understanding, while at the same time being aware, diligent and responsible. Our hope is to create a better tomorrow by maintaining the standards of sustainablity and well-being so that you, the user, do not have to think twice about enjoying your snack.
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Case Studies
Case Studies
Bamboo
What The Bamboo is a species of primitive grass, with hollow stems. They are found in very diverse climates, hot and cold and usually stay green throughout the year. Some species can grow up to three feet in a day, making Bamboos the fastest growing plants in the world. Even so, their height is not only possible from speed alone, their structure allows for strong support.
Function Bamboo stalks consist of a tall wood-like hollows tubes that grow vertically from the ground up. After a sequence of growth, the bamboo stalk starts to section off into leaving a small node every interval adding to the strength of the overall shoot. The inner lining of the Bamboo is softer than the outer fiber structure making it more stable and resistant against stress.
Design The Bamboo offers many sources of use with its material and its versatility has created an impact in many cultures. It can be eaten, used for weaponry, musical instruments, construction materials, paper, textiles, medicines as well as other forms of industrial designs. In terms of packaging, Bamboo offers and ideal way to package small items that can fit inside the tubular structure. The strength and endurance allows it to be stacked, without worry of the inside content being crushed. Sectioning off also not only gives the ability for stability, but is also allows for modularity.
http://www.guaduabamboo.com/identification/bamboo-stem-anatomy http://bambus.rwth-aachen.de/eng/PDF-Files/Mechanical%20properties%20of%20 bamboo.pdf http://www.wisegeek.org/what-is-bamboo.htm http://www.asknature.org/strategy/7e5683b29f576ebcb7b39f567b7768c2 http://www.asknature.org/strategy/12205d4407e29b40ffccfc65ed0426bb http://www.asknature.org/strategy/7de15b70e6ee9e718f27c5bf14eb7f5f http://arcadenw.org/images/uploads/content-media/HERObike.jpg
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Case Studies
Diatoms
What Diatoms are microscopic unicellular phytoplankton found in ocean and freshwater. Since they have the properties of plants their algal colonies have recently been increasing in size, because of agricultural runoff. All the phosphorus and nitrates found in the soil, meant for increasing crops yield, provides nutrients to the phytoplankton, which start to become invasive algal blooms.
Function Diatoms group together and form colonies that can come in a variety of shapes and sizes such as: stars, ribbons, tubes, triangles as well as other shapes. Structurally the diatom cell is surrounded by a cell wall made of bilaterally symmetrical silica. The silica contains rows of tiny holes that structurally reinforce when the cell is put under pressure. This leads to a more structurally sounds and tough type of algae that can survive as long as there is silica in their environment
Design Although extremely small, Diatoms are able to maintain their shape and structure and can provide clues to sustainability. Ecover is a cleaning product company. The diatom inspired the bottom of their detergent bottle. This biomimetic solution lessened the bottle’s weight from 30g to 25g, reducing the amount of plastic needed. There has also been research on bicycle helmets and furniture applications.
http://uk.ecover.com/en/why-ecover/ecover-ocean-plastic-bottle/ http://makezine.com/2014/09/08/sea-creatures-inspire-bottle-design/ http://www.ucmp.berkeley.edu/chromista/bacillariophyta.html http://www.klatmagazine.com/design/diatom-chair-moroso-ross-lovegrove-necessary-244/13259 http://www.asknature.org/strategy/510a280073925dc973b8a272dcf5aa06 http://www.industrialdesignserved.com/gallery/DIATHOM-HELMET/23399279
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Case Studies
Pea Pods
What Peas (Pisum sativum L.) are vegetables that come from the family Leguminosae. They are thought to be one of the first cultivated food crops, originating from the areas around Southwestern Asia and Northwestern India.
Function A plant has many unit consists of a number of small, round green seeds, lined up inside of a pod. The pod keeps the seeds together while at the same time protecting them from the environment. Once the plant is ready is release its seeds the pod will have fully matured and have become dried. The dried pod becomes frail and thin and the seeds are able to fall out by themselves.
Design Peas lend their form and storing capabilities to modular designs. The ability to store and protect, while still being able to reveal the inside has been used for sleeping bags and calming pods used for children. This opening and closing function can also be used for packaging that needs to store more than one unit of a product. The multiple peas and the stacked placement has inspired segmented designs that can fit together while at the same time do not rely on the other object next to it to work.
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http://foodfacts.mercola.com/green-peas.html https://hort.purdue.edu/newcrop/CropFactSheets/pea.html https://extension.illinois.edu/veggies/peas.cfm http://www.tttrailgear.com/gallery/ https://store.schoolspecialty.com/OA_HTML/ibeCCtpItmDspRte.jsp?minisite=10206&item=3600267 ““Peas in pods - Studio” by Bill Ebbesen - Own work. Licensed under CC BY-SA 3.0 via Commons http://towerkop.com/2015/11/12/today-john-the-farmer-harvested-pea-seed-pods/
Logo
Logo
Brainstorming Concept Word Association
When deciding on which product to find a problem for we had to choose some potential items and write word associations for them. At the beginning, I already had this idea of combining the idea of happy and on the go. The final concept for the name came from a list of names of anything that came to mind that had an association with what I wanted to go for. I really liked the word “nanos” from my word list, because I liked that it was a short way of saying “banano” which is a way of saying banana in Spanish. I also really like that “nano” essentially means something really small that is part of a whole. So with that I started to brainstorm logos and logo types for my company.
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First Concepts
Names
Logo Iterations
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Logo
Digital Iterations
Once the basic concept was fleshed out then came the digital illustrations and mockups. This process was very difficult as all the ideas at the beginning were not being responded to very well. It was suggested that rather than make the logo look minimalistic, which could then confuse the product with something that is technology related, to play with the type. The result was the two large logos on the far right. The logo had a lot of problems in that it was not legible at one inch, it the orange made the banana chip read as a lion, the seeds were too small and looked like a face, the line was not doing anything for the dancing letters and the texture made everything look messy.
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Logos from First Critique
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Logo
Final Design
The final design took the suggestions from the critique from the previous logo and improved on it some more. The logo does not have the texture making it read easier at smaller sizes. The seeds went from being 6 small ones to three larger ones arranged in a way that does not appear as face-like. The yellow was lightened so it read as banana a bit more. The product name was also added at the bottom to indicate what it is.
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Branding
Branding
Color and Type
Colors The main colors that came into the logo were black, yellow, cream and white. Those were the main colors that would be used when applying the logo. For complementary colors that would be used mostly with marketing there is gray, blue and red. The green was initially not there in the first graphic standard. It added at a later point, because bananas also have green in them at some point and green and yellow read as banana more than red and yellow or blue and yellow.
Typography The main typographic style used with this brand is Century Gothic Bold, ITC Avant Garde Gothic Std Extra Light Condensed and Century Gothic Regular. Times new Roman is only to be used in the letterhead and nowhere else. The logo itself is not allowed to have any variations or changes. The copy of any writing that has to deal with Nanos has to be in Century Gothic Regular. The font families are a bit more flexible in marketing as any font variation under Century Gothic and ITC Avant Garde can be used for marketing, but only if called for.
#000000 C= 0 M= 0 Y= 0 K= 100 R= 0 G= 0 B= 0
#ffd900 C= 0 M= 0 Y= 0 K= 77 R= 0 G= 0 B= 0
#ffd900 C= 0 M= 12 Y= 100 K= 0 R= 255 G= 218 B= 0
#4b74b9 C= 75 M= 53 Y= 0 K= 0 R= 75 G= 116 B= 185
#fef5c6 C= 1 M= 1 Y= 27 K= 0 R= 245 G= 236 B= 199
#ed2024 C= 0 M= 98 Y= 98 K= 77 R= 237 G= 32 B= 36
#ffffff C= 0 M= 0 Y= 0 K= 0 R= 255 G= 255 B= 255
Century Gothic Bold
ITC Avant Garde Gothic Std Extra Light Condensed
#76ba43 C= 59 M= 3 Y= 100 K= 0 R= 237 G= 32 B= 36
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890 =~!@#$%^&*()+[]\{}|:;’:”<>?,./ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890 =~!@#$%^&*()+[]\{}|:;’:”<>?,./
Century Gothic Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890 =~!@#$%^&*()+[]\{}|:;’:”<>?,./ Times New Roman Regular
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ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890 =~!@#$%^&*()+[]\{}|:;’:”<>?,./
Branding #10 Envelope
Business Card
Business System
Letterhead
The business system consists of a #10 envelope, a letterhead and a business card. Nanos is very much about promoting the idea of portability, to-go, portions and essentially that small is good. To reflect this idea, the business card will be a rounded off 2 x 2 square. The letter head has some cream colored outlines of the banana chips. The most important part of the letter is the text itself so it is important that it is not overdesigned and is kept as an accent. The Envelope has a yellow inside with a banana chip pattern. There must still be space to put the glue for the envelope. The sticker is to add personality to the envelope. It must be placed at the tip to give the illusion of being a seal.
Sticker
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Branding
Web and Mobile
Having a website is important, as it gives information to people who want to find out more about the company and its ideology. Making the information accessible and easy to use, will reflect the truthful ideology that Nanos wants to present. Since the target audience is people who want to take their snacks to go or have busy schedules, it is important that the website adapts to this too. By having a responsive website, users will be able to stay informed any device. The green accents were originally yellow, but it was too much yellow so it was replaced.
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Branding
Marketing
Advertisement Nanos is supposed to be a fun company that gives off a quirky vibe but at the same time shows sophistication and a sense of establishment. The promotional display racks at the supermarket are a good place to make the product stand out from all the other snack foods that there are. Depending on what aspect of the brand that is supposed to be sold, the playful and seriousness can vary. It can be visually whimsical or intellectually whimsical, i.e. play on words and or images. The billboard was originally a picture of the merchandise and it looked like it was selling that instead of the actual product.
Merchandise To sell the brand, don’t make it seem like you are selling it explicityley. If you put the logo all To sell the brand, don’t make it seem like you are selling it explicitly. If you put the logo all over everything then people see themselves as walking advertisements. You want people to want to wear it. By making it apparent that it is Nanos while not overselling it and giving just enough information, people will be more susceptible be to wearing it. The idea of to-go goes hand-in-hand with the limitability of time. By selling a watch it tells the consumer, that “your time is valuable so take us with you.”
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Branding
Graphic Standard
The graphic standard has all the rules on how to apply and use the Nanos brand and how to represent its identity. The original process manual had some problems that are fixed in the ones on this page. There was a bad issue of the yellow being too hard to read as a typeface, so the color was changed to the green color. The title for each page was also too big and overbearing so it was reduced down in size.
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Packaging
Packaging
Concept
The biomimicry research was very helpful in creating ideas for the packaging design. The bamboo was the main biomimicry that was the driving factor for the overall design. It was a matter of creating ways of thinking about a tube-like structure that still had portion control. The portion sized packaging also had to be strong so that when people take it on the go they do not have to worry that it will get crushed in their bag. It was also important that people can take the sections out easily and not have to worry about their hand getting stuck in the tube.
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Packaging
Prototyping
There were a lot of basic smaller prototypes that were instantly crushed when transporting them from one location to the other. The cylindrical shape proved to be very difficult to work with, especially with paper. The paper would wobble at the end and would not hold up. The bottom of the tubes were also difficult to construct, because they have to be cut perfectly and glued perfectly for them to stick. For initial prototyping and a stronger material than paper, Pringles cans were cut into sections. It was still a bit flimsy and cutting was difficult, because the can would curve the line. The initial idea was to have half a tube and the sections be stuck with glue dots. But this proves to be difficult as people would probably take them and the labeling would not work. The latest prototype was made out of the materials that were used to make the final prototype, which was shipping tubes and chip board.
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Packaging
Making
In order to ease the process everything that was going to be made out of the chipboard was cut out using the laser cutter. This reduced the stress of having to cut out 12 perfect circles, strips, and scored edges. The chip board then has to be molded and dried into the cylindrical shape. In order to do this, the chip board must first be wet so that it can be molded with no bends. The wet board is put in a paper towel and wrapped around and tied to the shipping tube that already has a layer of plastic wrap to avoid the water seeping into the structure. Since the shipping tubes do not have metal in them I microwaved the water out in increments of 15 seconds and put them in the freezer in between to avoid overheating and melting of the plastic or burning of the paper. This is done until there is no more moisture in the chip board. Everything is then glued and dried to the right size. After the basic structure is made all of the labeling stickers are stuck onto the sides.
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Packaging
Final Solution
The final packaging solution is a durable tube that has smaller sections inside as portion control on-the-go. On the inside there is a smaller tray that the sections sit on that can be pulled up by a tab. The sections are stuck to the tray with glue dots so that they donâ&#x20AC;&#x2122;t move around while handling the whole tube and when taking them out. The real packaging would be made out of seed paper so that the trash can be planted into the ground. The plastic lining on the inside would be made out of polylactic acid (PLA) plastic, which a compostable plastic is made out of corn starch. The plastic would be easily removable so that it can be composted in its designated area. The labeling would be stickers printed on soy-based ink that would be easily be removed from the seed paper so that it is not contaminated by the inks. The stickers can also be kept and stuck on personal material if desired, which further promotes branding in an indirect way.
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Design Analysis
Design Analysis
Design Analysis
Introduction The purpose of this project was to create a branding and packaging solution that would solve the problems of generic store branding, sustainability, portability and portion control for banana chips. This end product will allow for consumer to reduce environmental impact while at the same time being able to enjoy a portioned serving without the worry of crushing their snacks on the go. These four problems will drive the design and any future redesigns of this company.
Problem Statement Banana chips have high levels of Potassium, fat, and sugar, although all natural, can become unhealthy. When items that are high in sugar and fat, the body starts to crave more of the product unconsciously and people overeat if not careful. That is when portion control eases the mind into not easting as much, when a person can visually measure how much they eat. However, in some cases separating the portions creates more unnecessary packaging that people throw away. If a person has their own plastic bag to empty the contents of a large container of banana chips to take they are still creating their own waste. The portability then become an issue as well, because the individual packaging has to protect the chips and not be too big. The branding must then take these concepts and make it appealing to the audience. These four seemingly separate concepts need be combined to create the optimal product that helps the consumer and the environment.
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Objectives: The main goals of this project revolve around sustainability, portability, portion control and a playful branding and identity system. They can be simplified down into two: 1) Create a sustainable packaging system that keeps the environment and consumer in mind. 2) Create a branding identity and system that is playful and cohesive. With these objectives in mind the company will be able to create a name for themselves in two ways, on their dedication to the environment and their nonintrusive design. To obtain the objectives the company must first make a name for itself, promote their values, have done their research on sustainability, and go through with all of this knowledge in mind, creating a product that embodies this.
Methodology The final branding and packaging came from many different iterations, tests, and prototypes and were both successes and failures. Through this designing and redesigning the project came a long way from where it was initially. The first step was to look for a current problem with the product, which is banana chips, and list them out. We then had to see how our product would compare to what is already out there and this was done through online research and observations at grocery stores. At the same time we were comparing we were gathering ideas and solutions that would make the brand successful as well as some early packaging research. Once we had done our initial research we started to fully develop our identity, starting with the logo and going all the way to creating a graphic standard. During this time, initial packaging prototypes were being fleshed out and roughly built. The packaging was inspired from the biomimicry research that was done early on and combined with the problems that were apparent with the current design. Many iterations of the packaging were created and were given suggestions on how to improve. Once the packaging was settled on a more refined mockup was created with the labeling. Once tweaks were made to that, the final packaging was created.
Evaluation In the end, people want to buy the product, they will be the ones who are going to measure the success of the branding. They could want to buy it because of the look and or the convenience. This can be measured by our sales. A more qualitative way of measuring its success is by checking social media, and seeing if people are talking about it. If people are talking about the product and actually spreading the news on how fun, convenient and sustainable the product is, it will have been a success. On the sustainable aspect of it, if people are actually getting rid of the trash the way it is supposed to, it will have been a success. This would be more research on consumer patterns, interviews and surveys.
Project Summary This project took a lot of research in terms of biomimicry, field studies, material, branding, process, graphic standards as well as packaging. This project had a lot of failures at the beginning in terms of creating a brand name and identity. It seemed like everything was not working out and every idea was shot down. But through critiques and feedback the ideas started to come together and improve into something that was more solid. From very early on however, in terms on packaging, I had an idea of what I wanted to create with the biomimicry research that I did. The issue was more on how I would fully conceive the idea and make the packaging itself. It was through talking with others and getting tips and suggestions for each step that I was able to make a brand and packaging that went well together.
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Gabriela Araiza Process Manual Design 116 Gale Okumura Winter 2016