DEGREE PROJECT Branding & Packaging for The Spice Isles Sponsor : Struckby, New Delhi.
STUDENT : ANIRUDHA CHANDRASHEKHAR HAJARE PROGRAMME : Bachelor of Design (B. Des)
GUIDE : DR. TRIDHA GAJJAR
2017 COMMUNICATION DESIGN (GRAPHIC DESIGN)
National Institute of Design Ahmedabad
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The Evaluation Jury recommends ANIRUDHA CHANDRASHEKHAR HAJARE for the Degree of the National Institute of Design
IN COMMUNICATION DESIGN (GRAPHIC DESIGN)
herewith, for the project titled "BRANDING & PACKAGING FOR THE SPICE ISLES" on fulfilling the further requirements by*
Chairman Members :
Jury Grade : *Subsequent remarks regarding fulfilling the requirements :
Activity Chairperson, Education
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Originality Statement I hereby declare that this submission is my own work and it contains no full or substantial copy of previously published material, or it does not even contain substantial proportions of material which have been accepted for the award for any other degree or final graduation of any other educational institution, except where due acknowledgement is made in this graduation project. Moreover I also declare that none of the concepts are borrowed or copied without due acknowledgement. I further declare that the intellectual content of this graduation project is the product of my own work, except to the extent that assistance for others in the project’s design and conception or in style, presentation and linguistic expression is acknowledged. This graduation project (or part of it) was not and will not be submitted as assessed work in any other academic course. Anirudha Hajare
Signature
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Date
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Copyright Statement I hereby grant the National Institute of Design the right to archive and to make available my graduation project/thesis/dissertation in whole or in part in the Institutes Knowledge Management Centre in all forms of media, now or hereafter known, subject to the provisions of the Copyright Act. I have either used no substantial portions of copyright material in my document or I have obtained permission to use copyright material.
Anirudha Hajare
Signature
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Date
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Acknowledgement When I sit to reflect on the four years of college, I find myself thinking how any of this would be possible if my parents didn’t have my back. I am extremely grateful to my mother and father for their tremendous support and love- Thank you for being the coolest parents ever. Studying in the National Institute of Design is probably the best college experience I could have asked for. When I was finding it difficult to fit in, NID came along with an environment and choice of courses that I found my interest in. I found a platform to grow and nurture my passion. Graphic Design is what I love doing and NID has given me all the opportunities to learn and explore my skills and broaden my knowledge on the subject. NID has also given me some of my closest friends and the opportunity to be a part of The Four Slims and The Eagle Gang. My gratitude and respect will always be there for NID and all the beings of NID.
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Experience with Struckby was beyond awesome. With mentors like Sanchit Sawaria and Prateek Upreti, life was fun, intellectual and more fun. Both Sanchit and Prateek are highly knowledgeable and intelligent, but most importantly they are great mentors. I got to learn something new every now and then just by listening to their conversations. Struckby also gave the opportunity to meet various talented designers and artists in the industry- Thank you SBY for all the guidance, enriching conversations and fun scenes. I would like to thank Dr. Tridha Gajjar, who guided me throughout my graduation project. She is an encouragement to work hard. She is the perfect balance of fun and seriousness with her insightful feedbacks and knack for jokes. I had her as my guide for most of my projects and it has always been a memorable experience.
Special Thanks Abhilash R Anannya Gogoi Himani Patel Imkum Jamir Khyati Trehan Kushagrah Kalia Oishee Sen Palash Singh Parimal Palsokar Prachi Gor Prathamesh Ambokar Richa Bhargava Ritu Kumari Royal Basumatary Sahil Bhatti Suryansh Dutt Vishnu Arvind Yash Chnadra
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Project Guide Dr. Tridha Gajjar Tridha has always been inclined towards and passionate about academics and design teaching. She did her MFA in Applied Arts, with specialisation in Visualization in 1995 and a PhD in Applied Arts on the topic—Origin and Development of Printing in Context of Advertising in 2001 from Banaras Hindu University (BHU), Varanasi. A recipient of both junior (JRF) and senior (SRF) research fellowships from the University Grants Commission (UGC). Tridha joined NID in 2004 as a Faculty Trainee and later, in 2006, as Associate Faculty in the Graphic Design discipline. At present she is Associate Senior Faculty in Graphic Design discipline. Tridha is programme coordinator of graphic design discipline at NID. Over the years, she has developed keen interest in the area of Packaging Design. Tridha affirms—Design is an expression of creativity. Experiment it, explore it, organise it and share it with the world with moral responsibility.
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Synopsis The global demand for variety in spices has continued to rise in the past few years. India, known as the home of spices, boasts of a long history of trading spices. Today, Indian spices are the most sought-after globally, given their exquisite aroma, texture, and taste. The growing spice market is the trigger for the startup, ‘The Spice Isles’. The company aims to usher the flavours of South Asia to the rest of the world through its array of spices. Sri Lankan Fish Curry and Mangalorean Fish are the fresh flavours which they are introducing to the Indian Market. Their spices are especially grounded using the cryogenic technology, which is the USP of the brand. This project is about designing the identity and brand language for ‘The Spice Isles’ along with creating the package for their products.
conceptualizing the brand story that reflects the company values and vision and communicating it effectively to the target market through the medium of graphic design. The project deliverables include designing the logo for ‘The Spice Isles’, constructing the package for their product and creating surface graphics for its entire product range.
The design process includes studying and analysing the Indian and International spice market,
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Content
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14 About NID 16 Sponsor 18 About the Client 20 About the Project
Identity
Packaging
Branding
Epilogue
26-33 Research
66-71 Research
106-109 Moodboard
- Approach
- Packaging Design
- Approach
- Keywords
- Indian Spice Packaging
215 Conclusion 216 References 217 Colophon
- Indian Spice Market
- European Spice
- Indian Spice Brands - European Spice Market
Packaging - Cryogenic Grinding
- European Spice Brands
110-183 Surface Graphics - Visual Direction 01 - Visual Direction 02 - Process Images
72-77 Survey
- Visual Direction 03
34-37 Concept
- Overview
- Process Images
- Concept 01/Maps
- Questions
- Visual Direction 04
- Concept 02/Elephants
- Responses
- Feedback
- Concept 03/Sinhalese
- Analysis
- List of Flavours - Final Illustrations
Astrology
78-79 Moodboard 38-43 Ideation
- Typeface Explorations - Feedback
80-83 Ideation
- Brand Typefaces
- Structural Development
- Front Panel Refinement
44-59 Logotype
- Sketches
- Colour Treatment
- What are Glyphic Serifs?
- Structure Concepts
- Panel Information
- Logo Exploration
- Process Images
- Typeface Study - Process
84-93 Prototyping
- Logo Exploration
- Rapid Prototype
184-185 Final Surface
60-63 Final Logo
94-99 Refinement
186-207 Execution on Net
- Primary Logo
- Feedback
- Print Specifications
- Logo Variations
- Working Model
- Logo Dimensions
- Feedback
208-211 Sampling
100-101 Mock-up 102-103 Final Die Cut
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National Institute Of Design
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History The National Institute of Design (NID) is internationally acclaimed as one of the foremost multi-disciplinary institutions in the field of design education and research. The Business Week, USA has listed NID as one of the top 25 European & Asian programmes in the world. The institute functions as an autonomous body under the department of Industrial Policy & Promotion, Ministry of Commerce & Industry, Government of India. NID has been declared ‘Institution of National Importance’ by the Act of Parliament, by virtue of the National Institute of Design Act 2014.NID is recognised by the Dept. of Scientific & Industrial Research (DSIR) under Ministry of Science & Technology, Government of India, as a scientific and industrial design research organisation. NID was established in 1961, and 2011, it celebrated its golden jubilee. For more than fifty years now, NID has been a witness to the socio-cultural, economic, and technological changes taking place within India and across the world in general. The passing of
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this Bill declaring NID as an Institute of National Importance is inspiration enough for the institute to renew its pledge for promoting multidisciplinary learning of design through its educational and training practices and research initiatives. NID will remain steadfast in its attempts to improve the quality of life and herald in renewed initiatives of co-creation. NID has reached a pioneering position today. It is with utmost humility that I acknowledge the innumerable contributions made by members who held office in various governing councils of NID since its inception, the senior faculty and staff members of the institute, and the enthusiastic batches of students who have all strived to make this institute what it is today. Indeed, it is with the wholehearted involvement of these four major stakeholders that the institute is held in such high esteem at both the national and international levels.
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Sponsor
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Struckby Struckby is a collaborative design studio based in New Delhi, India. The founders are Sanchit Sawaria and Prateek Upreti. They practice multidisciplinary design to create cohesive and intriguing solutions. Sby was formed with a vision to create relevance through design. They constantly collaborate with professionals, student designers and artists to create a fresh approach for every project. Our commercial, institutional and self initiated projects cover the areas of Branding, Typography, Publication+Information design, Apps+Digital Products, Installations and Art.
Sanchit Sawaria A pragmatic observer and connoisseur of fonts, Sanchit Sawaria graduated from the National Institute of Design as a communication designer. A constant seeker for radical ideas, this introspective
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and composed person can often be found catching up on NBA highlights. Making electronic music and visual art are more than pass-time activities to Sanchit as he blends an array of tools at work. He carries a very meditative approach, always digging for that fine detail.
Prateek Upreti A product design graduate from the National Institute of Design but just a designer at heart. Prateek has a keen interest in design as a process and a way of thinking and not just an end product. This caters well to his perpetually distracted mind, constantly looking for problems to solve. His obsession with meaning and logic in design projects finds a balance with his organic and spontaneous lifestyle. An avid follower of music and an aspirant musician, he finds peace amidst cats and dogs.
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About The Client Background Kahee Argo is a start-up in Delhi. It deals with organic and non organic food with business in India and Sri Lanka. Partnering with Satvam Nutrifood Ltd., Ahmedabad they aim to bring the essence of South Asian spices to the global market. Satvam Nutrifood is a renowned brand in the Indian Food and Spice Industry, with their unique cryogenic grinding technology.
The USP of this brand is producing spices with enhanced flavour and aroma with their cryogenic technology, used in the process of grinding. This grinding process and technology also helps with preserving the natural components like volatile oils, etheric oils and oleoresins that are lost in the standard grinding processes. This is what gives ‘The Spice Isles’ the potential for growth in the market.
Kahee Argo has been established with the vision to bring a premium quality of spices to the market, The Spice Isles. It targets a demographic of upper middle class and food enthusiasts exploring quality food experiences.
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// A vision to usher the spices of South Asia across the globe.
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The Spice Isles
The Manufacturer
The Spice Isles is the first venture by Kahee Argo Pvt. Ltd. - A start up in the F&B (food and beverage) industry. The Spice Isles was set up with a vision to usher the spices of South Asia across the globe. The heritage of hand ground spices celebrated for its flavour, texture and aroma would be at core of the company’s brand value. This would translate into scale by using cryogenic grinding process.
Kahee Argo has partnered with Satvam Nutrifood Ltd. for the production and distribution of the spices. Satvam Nutrifood Ltd. is a renowned name in Indian Food & Spice Industry. They are pioneer of “Cryogenic Grinding Technology” to grind the spices. They have a production facility & infrastructure plant located in rich agricultural belt of Sabarkantha district at the distance of 60 km from capital of Gujarat state-Gandhinagar and 50 km from S.P.I. Airport,Ahmedabad.
The company seeks to hit the domestic as well as the international market. Basic and Blended spices will be the key offering ranging from a 80gm to 100gm package. The products will only be sold on a Business to Consumer model with a focus on smart packages.
There corporate office is situated in Ahmedabad, Gujarat. Production capacity of their plant is 30 metric-tons per day & 9000 metric-tons per year.
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About The Project Introduction
Objective
Spices are essential ingredients adding taste and flavouring in food preparations. Indian spices are of the finest quality and today the demand for it has considerably increased from all the countries. But spices with fine quality comes with the requirement of preserving that quality.
To design the brand identity for The Spice Isles. To create a package- a structure which insulates and keeps the aroma of the spices intact.
The Spice Isles, a new venture by Kahee Argo, is based out of that requirement. Kahee Argo collaborated with Satvam Nutrifood, to produce spices that are specially grounded with cryogenic process for long lasting flavour and essence.
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// To design the brand identity for The Spice Isles. To create a package- a structure which insulates and keeps the aroma of the spices intact.
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Scope of Work
Deliverables
To understand the client and their idea and strategy behind their venture, and come up with relevant brand strategies.
Brand Identity Package Structure Surface Graphics Final Die Cut
To create a brand language and identity that speaks of the context and is recognised globally. Coming up with a consistent package design system to cater to the varying package contents. Exploring with material and creating graphics that can be applied seamlessly across all their upcoming product ranges.
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Project Time-line
Apr
May
June
July
Aug
Sept
Oct
Research Brand Identity Packaging
Ideation Logo Design Prototyping
Exploration Brand Development Surface Graphics
Execution Print Specification Final Die Cut
Documentation
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// The design process for branding and packaging were different, but the work went simultaneously. Office hours were split into two parts- I worked on brand identity in the first half and packaging in the second half.
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Identity
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Research Concept Ideation Logotype Final Logo
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Research
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Approach
Keywords
The Spice Isles manufactures spices of South Asia, based on which the research was focused on contexts from the South. The process included listing down elements and facts related to the context and collecting data on relevant subjects like the southern geographical nature, the flora and fauna and the beliefs.
South Asia (Map) Heritage Elephant Island Sea Export Stamps
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Indian Spice Market Indian spices are famous all over the world for their rich taste and unique flavour. India produces variety of spices all across the country varying with the climatic conditions. India has been cultivating spices for ages and also exporting them to other countries around the world. The most popular Indian spices used are Asafoetida (Hing), Bay leaves, Cardamom (Elaichi), Cayenne pepper (Lal Mirch), Cinnamon (Dalchni), Cloves (Luong), Cokum, Cumin (Jeera), Fennel (Soonf), Fenugreek (Kasuri Methi), Mango powder (Amchur), Mint (Pudina), Nutmeg and mace (Jaiphal and Javitri), Onion Seeds (Kalonji), Saffron (Zaffran) and many others. India is the largest producer and exporter of range of raw and processed spices. India leads in Cumin, Chilly and Turmeric production in the world. The exports in 2005-06 have been recorded at a whopping US$ 500 million (335488 tons). Chilly, seed spices and turmeric contributed 18%, 11% and 7% respectively. In India chilly production is concentrated in Andhra Pradesh, having a production share of 49%. Kerala follows with a production share of about 14%.
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Research
Indian Spice Brands The top Indian spice brands were looked at to understand the existing branding in the spice industry. The brands that were referred areEverest, MDH, Catch, Mother’s Recipe, Cookme, Ramdev, Nilons etc.
Everest Everest Spices is an Indian manufacturer, distributor and exporter of ground spices and spice mixtures under the brand name Everest. It is India’s largest spices brand based in Mumbai. More than 20 million households use Everest spices regularly. The brand is stocked by 400,000 outlets in more than 1000 towns across India. Everest is a major exporter to the US, the Middle East, Singapore, Australia, New Zealand, East Africa and other countries. More than 3.705 billion packs of Everest sold each year. There more than 42 blends under the Everest brand name.
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MDH Mahashian Di Hatti Limited is an Indian manufacturer, distributor and exporter of ground spices and spice mixtures under the brand name MDH. It specializes in several unique traditional blends of spices suitable for different recipes. The company was founded in 1919 by Mahashay Chuni Lal as a small shop in Sialkot. It has since grown in popularity all over India, and exports its products to several countries. It is associated with Mahashay Chuni Lal Charitable Trust. The MDH brand name is very well known throughout India.
Catch Catch Spices is India’s foremost spices brand known for its matchless product quality and innovative approach. Catch spices are ground using the unique state-of-the-art Low Temperature Grinding (LTG) technology, which prevents the evaporation of volatile & delicate oils from spices. Catch Spices thus retain the original aroma and wholesome flavour of authentic spices. The complete assortment comprises of a variety of salt and pepper sprinklers and a diverse range of whole, ground and blended spices. Catch Spices are packed in food grade metal-lined cartons, flexible laminates and convenient composite cans available in a variety of pack sizes.
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European Spice Market The EU market is the largest market for spices and herbs in the world. The leading spices consumed are pepper, paprika and allspice (pimento), while leading herbs include thyme and oregano. Each individual country has its own speciality and the acceptance of exotic meals varies strongly. Consumers in some EU countries are more readily open to international cuisine, while others tend to prefer their own (rich) traditional cuisine. Consumption of exotic Asian foods and their allied spices is high in the United Kingdom and The Netherlands, because of the presence of sizeable immigrant populations; the many Chinese, Indian, Indonesian and Thai restaurants are visited by a growing number of people. The major EU retail markets are Germany, France, United Kingdom, Spain and Italy, because of their large population sizes. Quality standards are very high in this segment. EU consumers are very critical of what they buy, and they often judge the product on its appearance. This means that the spice should look attractive, with no visible flaws, and should have a pleasing colour. Non-ground spices should be whole and easy to grind.
Important trends influencing the EU market for spices and herbs are: • The trend towards internationalisation and increasing consumption of ethnic foods has created growing interest in spices. A broad selection of spices can be found in today’s consumer kitchen. • The usage of spices and herbs by consumers is increasing, because these products are appreciated as completely natural ingredients, rather than artificial additives. • European consumers have a strongly increased interest in a healthy lifestyle and, consequently, in the consumption of health food. For example, herbal teas are becoming increasingly popular. • The market for organic food is increasing. However, the mainstream retail market for organic spices and herbs is likely to remain relatively small until supermarket chains offer a full range of organic spices and herbs.
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// The EU market is the largest market for spices and herbs in the world.
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European people (including women) are working more and more in jobs outside their home and have busy social lives. Moreover, the number of single households increases. Less time is left for the preparation of a full meal and, as a result, demand for products requiring extensive preparation has declined, while the opportunities for easy-toprepare, semi-prepared, catered and processed products are increasing. More specifically for spices and herbs, this development had led to an increasing need to supply an extensive range of ready-to-use spice mixes and herb mixes, as well as seasoning. Promotion of spice mixtures and ready-to-use packages by the food industry has made meal preparation simple and quick. New varieties of sauces, aromatic tablets, bottled marinades and spiced mustards have grown in popularity.
As the world is increasingly turning into a global village, culinary traditions from other continents tend to be more widely accepted by European consumers, thereby increasing the demand for ethnic and exotic ingredients, like many spices and herbs. Due to consumer curiosity for new tastes, demand for product diversity is rising (IFI, 2008). This development is also stimulated by the steady population growth of ethnic minority groups, which have significantly increased their purchasing power over recent years. Variety in food consumption has increased as a result of the promotion, by the food industry, of ingredient mixtures (spices) and sauce mixes which have distinctive ethnic or foreign flavours. Due to the sales of ingredient mixtures, consumers do not have to purchase or be familiar with the individual spices required for a particular dish.
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Research
European Spice Brands European spice brands were looked at to understand the existing branding in the spice industry. The brands that were referred areDucros, Drogheria & Alimentari, Kamis, Galeo, Margao, Silvo, and Vahine.
Durcos Ducros was founded by Gilbert Ducros in 1963 and quickly became a French success story. Mr. Ducros became the leading expert in making food more exciting—with more than 200 varieties of herbs, peppers, spices, seasoning’s and other cooking aids in France. In the 1970s the Ducros brand successfully entered key European and overseas markets and is also a leading spice brand in Spain.
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Euroma (Original Spices) Original Spices originated from a collaboration between spice supplier Euroma and 3 star chef Jonnie Boer of the Librije. Jonnie Boer is a Dutch Michelin star winning head chef and co-owner of the restaurant De Librije in Zwolle, Netherlands.
Drogheria & Alimentari Drogheria & Alimentari, founded in Florence in 1880, unites the Italian saviour faire with the American giant McCormick, the world leader in the food market. Their products undergo controlled sanitation processes in order to preserve the organoleptic properties of the product, ensuring a safe and unbeatable supply chain, and providing the consumer with a quality and safe product.
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Concept Keywords South Asia (Map) Heritage Elephant Island Sea Export Stamps
The literal meaning of The Spice Isles is ‘The Spice Islands’. The spices being imported from Sri Lanka, the key words are taken from Sri Lankan elements. Based out of that, the concepts leaned towards an export/import mood. The focus of the concepts is about representing South Asia as the hub of spices through the brand, carrying an export/import vibe. Using the forms of stamps and seals are some of the approaches at the concepts. The existing brands have very iconic logotype and it’s presence has been in the spice market forever. Following that, custom logotype was explored. Main objective was to create a bold impact that would stand out against the existing brands in the market, yet settle in with the target market. Achieving a high brand recall value was very important for a brand that was fresh to the market so vast.
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Concept 01 / Maps A map is a diagrammatic representation of an area of land or sea showing physical features, cities, roads, etc. Using map as an element, the idea is to design a postage stamp, as a metaphor of export/import. Postage stamps being the evidence of payment of postage, fits the structure of the concept. The map of South Asia was taken as reference for this concept.
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Concept
Concept 02 / Elephants Elephants have been an integral part of the lives of Sri Lankan people. Be it something traditional or religious, elephants have an important role to play. In fact in Sri Lanka no other animal has been associated for so long with the people in their traditional and religious activities as the elephant. This association dates back to the pre-Christian era, more than 5,000 years. They been a part of ceremonial, cultural and religious pageants and processions. Elephants have assisted in logging operations and construction works. They have also played a major role in transporting raw materials, grains and wood. In every way, elephants are an iconic part of Lanka. This concept is a take on the iconic nature of elephants in Sri Lanka. It symbolises the elephant as a mascot for the brand carrying the essence of South Asia across the globe.
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Concept 03 / Sinhalese Astrology The Sinhalese are an Indo - Aryan ethnic group native to the island of Sri Lanka. They constitute 75% of the Sri Lankan population, and number greater than 15 million. The Sinhalese identity is based on language, historical heritage and religion. According to Sinhalese astrology, New Year begins when the sun moves from Meena Rashiya (the house of Pisces) to Mesha Rashiya (the house of Aries). It also marks the end of the harvest season and of spring. This concept is a link between the dusk which marks the end of harvest season and the dawn of processing the harvest. The sun and the sea together completes the concept by visually representing the essence of Sri Lanka and symbolically representing the Sinhalese Astrology.
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Ideation Logo Exploration
Concept 01/Maps Using map as an element, the idea to design a postage stamp, as a metaphor of export/import. Postage stamps being the evidence of payment of postage, fits the structure of the concept. The map of South Asia was taken as reference for this concept.
Feedback The use of stamps was approved because it added to the export aspect of the product. But the idea of having maps did not work out.
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Ideation
Concept 02/Elephants This concept is a take on the iconic nature of elephants in Sri Lanka. It symbolises the elephant as a mascot for the brand carrying the essence of South Asia across the globe.
Feedback This concept was appreciated initially but later into the discussion certain conflicting thoughts resulted in not going forward with this direction.
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Ideation
Concept 03/Sinhalese Astrology This concept is a link between the dusk which marks the end of harvest season and the dawn of processing the harvest. The sun and the sea together completes the concept by visually representing the essence of Sri Lanka and symbolically representing their New Year based on Sinhalese Astrology.
Feedback They immediately liked the use of sun and sea, because it worked well with the stamps, unlike the maps concept (01).
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Logotype The logotype, also known as a “word mark�, is a brand name styled as a logo. The advantage of this is obvious - it immediately associates a business name with the visual identity and does not leave much room for brand confusion. This makes it a great starting point for new businesses. Also, after analysis of the existing brand study, it was evident of the presence of logotype in the spice industry. Following that a custom logotype was designed to characterise The Spice Isles brand. It was designed to be bold and impactful in the market at the same time retain the quirk found in the logo forms of the existing brand.
// It was designed to be bold and impactful in the market at the same time retain the quirk found in the logo forms of the existing brand.
The glyphic nature of the serifs and the use of a strong drop shadow is very relatable to the Indian hand painted lettering, which serves as the distinguishing feature of the logotype designed for The Spice Isles.
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What are Glyphic Serifs ? Glyphic Serifs tend to emulate lapidary inscriptions rather than pen-drawn text. Contrast in stroke weight is usually at a minimum, and the axis of curved strokes tends to be vertical. The distinguishing feature of these typefaces is the triangular-shaped serif design, or a flaring of the character strokes where they terminate. In some type classification systems this category is sub-divided into two groups: “Glyphic” and “Latin.” “Latins” are faces with strictly triangularshaped serifs. The glyphic, incised, or incise are typefaces which evoke the engraving or chiselling of characters in stone or metal, as opposed to calligraphic handwriting. They thus have small, triangular serifs or tapering down strokes. There is usually a greater emphasis on the capital letters in glyphic typefaces
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/ABCDEFG HIJKLMN O P Q R STU V W XY Z 12 3 4 5 678 9 0
Rr The Spice Isles
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Logotype
Following are the typefaces referred to while designing the custom logotype for The Spice Isles.
Friz Quadrata Friz Quadrata is a typeface first designed in 1965 by Ernst Friz with later styles contributed by Victor Caruso and Thierry Puyfoulhoux. The design features flared serifs and distinctive open bowls on the lower case characters such as the “a”, “b”, “d”, “p” and “q.” Short ascenders and descenders and curved stroke endings.
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Albertus Albertus is a glyphic serif display typeface designed by Berthold Wolpe in the period 1932 to 1940 for the British branch of the printing company Monotype. The face began as titling capitals. Eventually a lower case roman was added, and later a strongly cursive, narrow italic. Albertus has slight glyphic serifs. The project began in 1932. Titling caps were released first, and the Monotype Recorder of summer 1935 presented the capitals as an advance showing. Figures are lining. In the upper case “M” the middle strokes descend only partway, not reaching the baseline, in the default version. The upper case “U” has a stem on the right side.
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Logotype
Process The logotype for The Spice Isles was designed taking reference from existing typeface with glyphic serif and understanding it’s form and characteristic features. The glyphic serif typefaces are generally upper case, designed for display. The distinguishing feature of these typefaces is the triangularshaped serif design, or a flaring of the character strokes where they terminate. The character width in The Spice Isles is much wider and more bold. The curves in the triangular shaped serifs have been exaggerated to add character and quirk. The focus was on creating a form that resembled engraved characters on stone or chiselled ones on metal surfaces. The construction of the logotype was done digitally on Adobe Illustrator. Quick concept sketches were done whenever necessary to get a clear mental picture of the idea.
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2013 / Graphic Design
The Spice Isles
49
Logotype 50
Branding and Packaging
The logotype was refined in Fontlab Studio, a software tool for digital font development. The cap height, x-height, descender and ascender were set to 729, 551, -250, 668 respectively and all the characters were constructed based on the set preferences. The curves and corners were refined to get visually balanced counter spaces, which
enhances legibility of the characters. Kerning was done to achieve a visually correct spacing between each character. It was also important to make sure all the characters looked like they belonged to the same family. To suggest the engraved or chiselled nature of the logotype, drop shadows were added behind all the characters which gave a raised effect.
Graduation Project
Feedback The clients approved of having the custom logotype because of the resulting form and shape it was taking. It was unique to the market and would stand out amongst its competitors, but at the same time the subtle nature of the distinguishing features of the logotype would help the brand settle in well with the existing brands.
Anirudha C. Hajare
2013 / Graphic Design
The Spice Isles
51
Logotype
Logo Exploration The logotype was paired with the previously designed logo marks (in concept 1, concept 2 and concept 3) to figure out the which elements sync together. The idea was to create a composition of logo mark and logotype that complimented one another while conveying the brand story.
Feedback Even though the use of elements like sun, sea, lines and solid fills was the overall look and feel the brand was leaning towards, the composition and execution of the idea needed work. The pairing with the logotype needed to be resolved.
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Branding and Packaging
Graduation Project
Anirudha C. Hajare
2013 / Graphic Design
The Spice Isles
53
Logotype 54
Branding and Packaging
Graduation Project
Anirudha C. Hajare
2013 / Graphic Design
The Spice Isles
55
Logotype 56
Branding and Packaging
Graduation Project
Anirudha C. Hajare
2013 / Graphic Design
The Spice Isles
57
Logotype 58
Branding and Packaging
Graduation Project
Feedback The form below was advised to take forward. It felt more complete and resolved compared to the other explorations. The elements in the other explorations were well composed but still appeared to be separate elements. The essence of the idea behind the elements is coming out best in the logo form below.
Anirudha C. Hajare
2013 / Graphic Design
The Spice Isles
59
Final Logo Primary Logo Rarely one logo fits and suits all situations. The ‘primary logo’ (logotype) is the choice of use on the majority of the brands requirements. There are several logo variations to meet differing design needs, and together they comprise ‘The Spice Isles’ logo system.
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Branding and Packaging
Graduation Project
Anirudha C. Hajare
2013 / Graphic Design
The Spice Isles
61
Final Logo 62
Branding and Packaging
Logo Variations
This was the final logo mark that was paired with the logotype. In
This is a variation of the logotype without
the current stage of the brand, this logo has been set aside for web
the drop shadows. This variation of the logo
based requirements, once the brand expands. However, elements
was made to meet differing design needs,
from the logo mark would be a part of the branding.
for example on the surface of spice sachet.
The linear version of the logo was made for horizontally long
Logo version without the drop shadow effect
spaces, where the primary logo can not be accommodated.
was made to meet differing design needs.
Graduation Project
b
Logo Dimensions c c
v u
c c
u
x y
a
x y x c
c c
Anirudha C. Hajare
c
2013 / Graphic Design
The logo dimensions are guides to recreate the logo in the correct or standard proportions in which it was designed. Here, ‘a’ is the height of the logo, ‘x’ is the height of each word and ‘y’ is the vertical distance between each word, where a=3x +2y. ‘The Spice Isles’ is centre aligned, where ‘b’ is the width of the logo, ‘v’ is the width of the shortest word ‘The’, and ‘u’ is the distance from the logo bounding margin to the word ‘The’, therefore, b= 2u + v. ‘c’ is the distance from the logo bounding margin to the blank margin. Clearance area (or blank margin) around the logo is needed to ensure the logo is never encroached upon by surrounding content.
The Spice Isles
63
Packaging
64
Branding and Packaging
Graduation Project
Research Survey Moodboard Ideation Prototyping Refinement Mock-up Final Die Cut
Anirudha C. Hajare
2013 / Graphic Design
The Spice Isles
65
Research Packaging Design The topics of research included a general overview of packaging design, about cryogenic technologies and the existing spice package designs, Indian and European.
What Is the Purpose of Package Design? If you saw an attractive package on display in a store, would you pick it up? An appealing package design can seduce you into purchasing a brand, at least once. Well-designed packaging can make a commodity (think tea, coffee, rice, eggs) look special. Conversely, poorly designed packaging can make a superior product look inferior. Poorly engineered packaging can infuriate the customer just as wellengineered packaging can facilitate the use of a product and increase brand loyalty.
package, which functions as casing, promotes a brand, presents information, and becomes a brand experience. It is a specialised area of graphic design, since package designers must be knowledgeable about a range of construction and technical factors. Familiarity with and knowledge of materials and their qualities—such as glass, plastic, paper board, paper, and metal—and with manufacturing, safety, display, recycling, regulatory management, and quality standards, as well as printing, are necessary.
Besides promoting a brand, packaging is functional; it encases and allows access to a product by means of a pour spout, flap, clasp, drawstring, or other device. Package design involves the complete strategic planning and designing of the form, structure, and appearance of a product’s
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Branding and Packaging
Graduation Project
Indian Spice Packaging An overview of the existing spice packaging in the Indian Market was referred to for a mental picture of the competing brands and their packaging.
Anirudha C. Hajare
2013 / Graphic Design
The Spice Isles
67
Research 68
Branding and Packaging
European Spice Packaging European spice packaging were referred to get an idea of the forms and type of packages that are associated with spices in their market.
Graduation Project
Anirudha C. Hajare
2013 / Graphic Design
The Spice Isles
69
Research
// It was designed to be bold and impactful in the market at the same time retain the quirk found in the logo forms of the existing brand.
Cryogenic Grinding Satvam Nutrifood who are the manufacturer’s for The Spice Isles have come up with Cryogenic Grinding Technology which has set completely new quality & purity standard of spice industry. Cryogenic grinding technology is new to India, which necessitates import of technology from developed countries like Japan and Germany. Cryogenic grinding reduces the material to particle sizes, which is difficult to attain with ambient temperature grinding in conventional grinding plants. The dry, cold, inert atmosphere, usually generated by a Liquid nitrogen vapour blanket or circulation in the grinder chamber, minimises thermal reaction with the material and reduces the loss of volatile components from spices during processing. As we know that the spices contains essential oils which are very unstable and heat sensitive which evaporate in traditional grinding process. Cryogenic grinding improves the aroma by minimising the loss of essential oils (approx. 3- 10% loss) which is approx. 15-43% in conventional processing. This is important for Cumin processing.
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Branding and Packaging
Graduation Project
Spices are ground to a thickness of 50 microns, as compared to a size range of 500 – 1000 using conventional grinding processes. Spices processed using Cryogenic grinding has better natural colour, as compared to conventional process, this is very much important for Chilli and Turmeric. Finer particle size can be achieved without aroma loss and natural colour change. Overall grinding capacity can be increased by 2 to 3 times, as process equipments will not have thermal fatigue due to heating up. Fire risks too, are eliminated as temperature during processing is controlled. This method of grinding enhances unlocking of natural flavours, aid easy dispersion of the same and control flavour strength. The plant layout and design is implemented in such a way that no human touch is possible in entire processing. They have PLC based automatic packaging machines, bag in box type cartooning machines. So, from raw material feeding point to forming of product pouch, the whole process is “Man-Less Process�.
Anirudha C. Hajare
2013 / Graphic Design
The Spice Isles
71
Survey Overview
Questions
India is the home of spices, but in spite of it’s large production, limited attention is paid to their primary processing and packaging aspects.
Do your prefer making your own spices or premixed spices found in the market ?
To understand and identify problems or limitations related to spice packaging, a questionnaire was prepared and a survey was conducted. The questions were focused on understanding the different scenarios to generate statistics about the general usage of spices at homes and identifying areas and scope of improvement. Mothers across multiple states and abroad were interviewed and data was gathered, compared and analysed. The mode of conduct was conversational.
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Branding and Packaging
If you make your own spices, how much do you make in one sitting, how do you store the spices and how long do they last ? When you buy spices, what’s the preferred quantity and which are your preferred brands ? How often do you use whole spices ? Which are the most frequently used spices in your daily meal and what are the approximate proportions of spices used in cooking a dish ?
Graduation Project
Responses Anjali Hajare - Mumbai (Working) Use of premix spices ( ready to eat ) Everest, MTR, Parlekar Masala (Local brand). Most used spices are - Turmeric, red chilli, garam masala, cumin (jeera), mustard, asafoetida (hing), cinnamon, clove, nutmeg, coriander powder, bay leaf, black stone flower. Whole spices are used only while making biryani, non - veg, chole.
Anirudha C. Hajare
2013 / Graphic Design
Daily cooking proportions for 3-4 people - Turmeric / quarter teaspoon, red chilli / 1 and half teaspoon, garam masala / quarter teaspoon, jeera / half, coriander / half, hing / one pinch. Storage - As per the use. There is on long time storage cause the spices are easily accessible at the nearby store. Turmeric - 100 gm / per month Chilli - 150 gm / per month Garam masala - 100 gm / per month
The Spice Isles
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Survey
Rasika Ambokar - Mumbai (working)
Reena Gogoi - Guwahati (house maker)
Use of premix spices for cooking for e.g.. chole masala, pav bhaji masala, chicken masala.
Usually spices are ground at home.
Brands preferred are Everest, Aachi, local vendors. Whole spices are only used on occasions or for some special dishes. Daily cooking proportions for 3-4 people - Turmeric / half teaspoon, red chilli / half, garam masala / half. Turmeric - 100 gm / per month Chilli - 100 gm / per month Garam masala - 100 gm / per month
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Branding and Packaging
Brands preferred Catch, Sona, Everest. There is less use of spices in general. Green chilli powder is used more than red chilli. Turmeric, chilli, jeera, coriander, panch phoron (fenugreek seed, nigella seed, jeera, black mustard seed, fennel seed ), garam masala are used. Turmeric is used the most.
Graduation Project
Parmjit Bhatti - Gurugram (house maker)
Sree Padma Radhakrishnan - Ahmedabad (house maker)
Use of premix spices for cooking. Use of premix spices for cooking. Brands preferred MDF, Everest. Brands preferred are Ramdev for chilli. Garam masala is hardly use. Garam masala’s use is less. Kitchen king is preferred over garam masala. Used in almost all vegetables. Daily cooking for 2 people - turmeric / half, red chilli / half, kitchen king / half.
Turmeric, coriander are grounded and stored. Whole spices are hardly used. Turmeric - 100 - 150 gm / per month Chilli - 250 gm / per month
Turmeric - 250 gm / per month Chilli - 250 gm / per month Kitchen King - 100 gm / per month
Anirudha C. Hajare
2013 / Graphic Design
The Spice Isles
75
Survey
Keerti Lata - Patna (house maker)
Dipti Gor - Muscat (working)
Use of premix spices.
Use of premix spices.
Brands preferred Everest.
Brands preferred Kusum masala, parampara, ghazal.
Whole spices are used on occasions or in special dishes. Turmeric, chilli is dried and grounded. Daily proportions for 3 people - Turmeric / 1 teaspoon, chilli / 1 teaspoon, garam masala / half.
Garam masala is used very less. Daily cooking proportions for 3-4 people - Turmeric / one teaspoon, chilli / one. Turmeric - 200 gm / per month Chilli - 150 gm / per month
Turmeric - 100 gm / per month Chilli - 100 gm / per month Garam masala - less then 100 gm / per month
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Branding and Packaging
Graduation Project
Analysis Parul Patel - Saudi Arabia (working) Turmeric, Chilli (1 kg each) are grounded and kept. Coriander and cumin prepared in small quantities. Whole spices are used on occasions or in special dishes. In Saudi Arabia mostly spices are imported from India and Pakistan. Small quantities are preferred because they get over soon and the spice flavour doesn’t vanish. Daily cooking proportions for 3-4 people - Turmeric / half teaspoon, chilli / one teaspoon, garam masala / quarter teaspoon.
Anirudha C. Hajare
2013 / Graphic Design
Post the survey conducted, an understanding was established that a majority of the people buy the pre mixed spices which weigh from 50 gms to 250 gms. The demographic of the survey included people living in cities- working class and nuclear families, who has quick access to provisional stores. An estimation of their preferred brands in the market and approximate frequency of their spice shopping chore was gathered. Buying the 100 - 200 gms is preferred over grinding there own spices or buying large quantities because the spices then need to be stored in dry places avoiding sun light. If not stored properly they lose their flavour and essence. The main essence of spices are in there rich flavour and aroma. They start loosing these the
moment the packed is opened, be it small or large packets or own grounded spices. A general idea of the quantity of spices used for a single meal on a daily basis was established. Their thoughts on what improvements could be introduced to retain the spice’s quality mentioned the preference of small quantities over large boxes of spices, because smaller amounts get utilised before it starts losing it’s flavour and aroma.
The Spice Isles
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Moodboard This moodboard was made with focus on the structural aspect of the packaging. It’s to get an overview of the various possibilities in the structure of the product.
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Branding and Packaging
Graduation Project
Anirudha C. Hajare
2013 / Graphic Design
The Spice Isles
79
Ideation Structural Development The structures were based on developing a package that could hold 100gm of spices. Ideation of the structure and the surface graphics progressed simultaneously. Surface graphics not only sets aside one package form the other for a customer, but also creates a need to interact with the product, but it is the familiar shapes and associable colours that triggers the customers action to approach it. Having defined the parameters based on client needs, design limitations and comfort zone, the focus shifted to defining the shape, structure, materials and user experience.
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Branding and Packaging
Graduation Project
Anirudha C. Hajare
2013 / Graphic Design
The Spice Isles
81
Ideation
Sketches
Structure Concepts
The idea was to address one or more goals set for the package structure.
Package Interaction
For example, mass market items with tight budget constraints require automation in production, as well as considering cost cutting materials, and processes. Streamlining assembly at fulfilment centres with pop-up features typical of auto-locking bases, simplex styled constructions, and built-in product inserts will also impact overall packaging budgets and production. Ideation was also based on the possibilities with different materials.
Guide consumers to discover layered microinteractions designed into the packaging.
Audible Higher pitched retail packaging can lower the perceived product value.
Haptic Redundant hand positions required to open the packaging reduce perceived product value.
Tactile Textures in packaging can provide a rooted heritage feel to a new brand.
Anticipation Create at least one brand appropriate moment of pause after the initial opening of the pack which is intriguing for the consumer.
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Branding and Packaging
Graduation Project
Anirudha C. Hajare
2013 / Graphic Design
The Spice Isles
83
Prototyping Rapid Prototype Rapid prototype phase is crucial for innovation. Working with paper prototypes allows you to ideate as you build, finding innovative answers to hurdles encountered while prototyping. In the rapid prototype phase the goal is to push structure to support the product using a minimal amount of material, and create an intuitive unveiling experience for the consumer. By minimizing the amount of material it allows you to design efficiencies in the process that yield less cumbersome structures. Structure has to follow function first by simplifying the needs of the pack, then the altering of the structure can be done to create brand appropriate interactions in the design of the packaging.
excess material, creating folds that interact with in-store lighting, or discovering simple interactions that support the brand promises. The benefit of rapid prototyping is from how quickly structures reveal their weaknesses at this stage. Knowing the structure’s weaknesses is a step closer to designing solutions to the hurdles presented by paper prototypes. It is a tedious process of build new prototypes, and re-building till it starts to work. The goal of this iterative rapid prototype process is to pare all the structural directions down to one structural concept that can be further refined into working models.
With reference to the rough dielines, paper prototypes were made. This helped narrowing down on designs which worked more efficiently. This process also allowed cutting down on any
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Branding and Packaging
Graduation Project
Anirudha C. Hajare
2013 / Graphic Design
Net 01
Net 02
This box is made to hold
This box is made to hold
more than 300gms.
more than 330gms.
The Spice Isles
85
Prototyping 86
Branding and Packaging
Net 03
Net 04
This box is made to hold
This box is made to hold
more than 200gms.
around than 230gms.
Graduation Project
Net 05
Net 06
This box is made to hold
A slight angle is given
more than 300gms.
to the sides of the box, which was done based on form,stability and stacking.
Anirudha C. Hajare
2013 / Graphic Design
The Spice Isles
87
Prototyping
Net 07
Net 08
In this packaging the
The sachets were kept
inner four sachets were
at an angle for a better
designed to hold 100gms
view.
of spice. The idea behind this structure was to keep the aroma and flavour of the spices intact.
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Branding and Packaging
Graduation Project
Net 09
Net 10
A short box for stability.
A partially opening lid and a folded opening was created so that only the required sachets can be taken out.
Anirudha C. Hajare
2013 / Graphic Design
The Spice Isles
89
Prototyping
Net 11
Net 12
Rigid boxes are often
In Net 08 the two parts
seen in luxury packaging
(referring to Net 07) were
because of the weight,
combined together to
strength and firmness
form one single structure.
conveyed by their structure. The sachets were further divided to 20 sachets each containing 5gms of spice.
90
Branding and Packaging
Graduation Project
Net 13
Net 14
Net 15
Above (Net 13, Net 14, Net 15): Exploration of nets.
Anirudha C. Hajare
2013 / Graphic Design
The Spice Isles
91
Prototyping
These are some of the explorations which were unconventional and experimental. It was an attempt to create something that would stand out in the market. But the designs did not seen feasible for the Indian spice market.
Based on feedback, these designs have more potential to work in the international market.
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Branding and Packaging
Graduation Project
Anirudha C. Hajare
2013 / Graphic Design
The Spice Isles
93
Refinement Feedback The feedback was to go forward with Net 12. On the basis of this structure more options were developed to test their strength, interaction and usability.
Working Models Working models are representative of structure and define production specs that include materials and processes. Not everyone can envision 3D concepts without having a fully working prototype in hand. A working model also sets expectations from fulfilment to the final unveiling.
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Branding and Packaging
Graduation Project
The joints were
As the upper half didn’t
connected of the two
have support, after locking
halves.
the lid started bending towards the front. A support was added from inside on the sides.
Padding on all sides
Padding was added
was making the net
around the sachets to
complicated and
give a feel of comfort
unnecessary waste of
and a locking feature was
paper was happening.
added to the box to make
So only the padding on
it audible.
the front was kept.
Anirudha C. Hajare
2013 / Graphic Design
The Spice Isles
95
Refinement 96
Branding and Packaging
Graduation Project
Anirudha C. Hajare
2013 / Graphic Design
The Spice Isles
97
Refinement 98
Branding and Packaging
Graduation Project
Feedback The process of packaging design always involves rapid back and forth with the manufacturing unit. The net for the finalised structure was sent for review to the manufacturers, which came back with required changes. The number of pasting sides determine the manual work involved in assembling the package and hence reflects in the costing of the design. It was required to reduce the number of pasting sides for the finalised structure. The next steps were to re-construct the net and reduce the number of pasting sides, while retaining the structure and mechanism of the package.
Anirudha C. Hajare
2013 / Graphic Design
The Spice Isles
99
Mock-up The 8 pasting side were becoming complicated for mass production of the spices. The limitation set by they vendor was maximum 4 sides. So the net was redesigned. The 8 pasting side were made 3. The padding in the previous net use to stick on the inside of the bottom panel. But to reduce pasting from the bottom we chose to go with the lid mechanism where the flap locks itself. The previous net was vertical so the sides had to be pasted on both side so it was changed to L shaped net which n return reduced the pasting sides.
100
Branding and Packaging
Graduation Project
Anirudha C. Hajare
2013 / Graphic Design
The Spice Isles
101
Final Die Cut The final die cut is to create the cutting die for the packaging. A cutting die is necessary for creating custom boxes. It’s purpose is to cut the exact shape and dimensions of the packaging Once the paper board is printed on (with packaging surface graphics), it is then brought to the cutting machine where the cutting die is mounted. The cutting die is pressed against the printed paper board, because of which the customised box net gets cut and defined.
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Branding and Packaging
Graduation Project
15mm
Anirudha C. Hajare
2013 / Graphic Design
The Spice Isles
103
Branding
104
Branding and Packaging
Graduation Project
Moodboard Surface Exploration Final Surface Graphics Execution On Net Sampling
Anirudha C. Hajare
2013 / Graphic Design
The Spice Isles
105
Moodboard Approach The mood images were picked based on the mood the brand is envisioned to communicate. The moods referred for visual directions included the following approaches- minimal, illustration based, photography, intricacies, patterns and organic.
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Branding and Packaging
Graduation Project
Anirudha C. Hajare
2013 / Graphic Design
The Spice Isles
107
Moodboard 108
Branding and Packaging
Graduation Project
Anirudha C. Hajare
2013 / Graphic Design
The Spice Isles
109
Surface Exploration Creating surface graphics of a product is very systematic. All the panels (sides/surfaces) on a product determines what information should go on which panel. The Spice Isles packaging has six panelsfront, back, top, bottom, left, right. Following are designs for the front panel.
Visual Direction 01 This approach involved playing with the logo elements and keep it minimal yet bold, with the use of solid colours. The idea was to have simple designs, with clean information to bring focus to it’s importance.
Typefaces Used (designs on Pg 108-109) GT Sectra Display GT Sectra Edwardian Script ITC
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Branding and Packaging
Graduation Project
Anirudha C. Hajare
2013 / Graphic Design
The Spice Isles
111
Surface Exploration 112
Branding and Packaging
Typefaces Used
Typefaces Used
GT Sectra Display
Playfair Display
GT Sectra
GT Sectra
Edwardian Script ITC
Edwardian Script ITC
Graduation Project
Typefaces Used
Typefaces Used
Typefaces Used
Garamond Premier Pro
Vesper Libre
Baskerville
Edwardian Script ITC
Edwardian Script ITC
Edwardian Script ITC
GT Sectra
GT Sectra
Anirudha C. Hajare
2013 / Graphic Design
The Spice Isles
113
Surface Exploration 114
Branding and Packaging
Typefaces Used
Typefaces Used
Vesper Libre
Vesper Libre
Edwardian Script ITC
Edwardian Script ITC
GT Sectra
GT Sectra
Graduation Project
Typefaces Used
Typefaces Used
Typefaces Used
Vesper Libre
Vesper Libre
Baskerville
Edwardian Script ITC
Edwardian Script ITC
Edwardian Script ITC
GT Sectra
GT Sectra
GT Sectra
Anirudha C. Hajare
2013 / Graphic Design
The Spice Isles
115
Surface Exploration 116
Branding and Packaging
As mentioned previously, the prototyping and surface graphics were progressing simultaneously. The dimensions of the surface graphics changed according to the changes made in the prototypes. Following are the designs made for a square box.
Typefaces Used
Typefaces Used
Gill Sans
Fedra Sans Std
Graduation Project
Feedback This direction was approved, but it required more work. The minimal approach was most preferred, but it was not resolved.
Typefaces Used
Typefaces Used
Typefaces Used
Fedra Sans Std
Amplitude Wide
Amplitude Wide
Anirudha C. Hajare
2013 / Graphic Design
The Spice Isles
117
Surface Exploration
Typefaces Used GT Sectra Display GT Sectra Edwardian Script ITC
Visual Direction 02 Different styles of illustration were explored with, to figure out which worked best. This is the geometric approach. Geometric designs is a fun trend that focuses on the simplistic beauty of mixing certain shapes, lines, and curves together for creative results. This is an attempt to reach a certain balance in the designs that would work effectively in both Indian and International market.
Feedback The geometric direction did not work as anticipated. The fear was that the target would not understand such abstraction. There were chances of the chillies being mistaken for carrots.
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Branding and Packaging
Graduation Project
Typefaces Used
Typefaces Used
Typefaces Used
GT Sectra Display
GT Sectra Display
GT Sectra Display
GT Sectra
GT Sectra
Merriweather
Edwardian Script ITC
Edwardian Script ITC
GT Sectra Edwardian Script ITC
Anirudha C. Hajare
2013 / Graphic Design
The Spice Isles
119
Surface Exploration 120
Branding and Packaging
Typefaces Used
Typefaces Used
GT Sectra Display
GT Sectra Display
Merriweather
Edwardian Script ITC
GT Sectra Edwardian Script ITC
Graduation Project
Typefaces Used
Typefaces Used
Typefaces Used
GT Sectra Display
GT Sectra Display
GT Sectra Display
Edwardian Script ITC
Edwardian Script ITC
Edwardian Script ITC
Anirudha C. Hajare
2013 / Graphic Design
The Spice Isles
121
Surface Exploration 122
Branding and Packaging
Typefaces Used Feijoa Abril Fatface Candara
Graduation Project
Typefaces Used
Typefaces Used
Typefaces Used
Feijoa
Abril Fatface
Abril Fatface
Abril Fatface
Candara
Candara
Anirudha C. Hajare
2013 / Graphic Design
The Spice Isles
123
Surface Exploration 124
Branding and Packaging
Process Images
Graduation Project
Anirudha C. Hajare
2013 / Graphic Design
The Spice Isles
125
Surface Exploration
Typefaces Used GT Sectra Display GT Sectra Edwardian Script ITC
Visual Direction 03 Explorations were done with water colour to capture the texture of the spices. The idea was to achieve an organic essence through the designs.
Feedback The texture on the chilli came out very well when water colour medium was used, but when the same medium was used to make other flavours, like the Mangalorean Fish, the details were lost. The water colour medium was not working for other flavours.
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Branding and Packaging
Graduation Project
Typefaces Used
Typefaces Used
Typefaces Used
GT Sectra Display
GT Sectra Display
GT Sectra Display
GT Sectra
GT Sectra
GT Sectra
Edwardian Script ITC
Edwardian Script ITC
Anirudha C. Hajare
2013 / Graphic Design
The Spice Isles
127
Surface Exploration 128
Branding and Packaging
Typefaces Used
Typeface Used
GT Sectra Display
GT Sectra Display
Merriweather GT Sectra Edwardian Script ITC
Graduation Project
Typeface Used
Typeface Used
Typeface Used
GT Sectra Display
HK Serif
HK Serif
Anirudha C. Hajare
2013 / Graphic Design
The Spice Isles
129
Surface Exploration 130
Branding and Packaging
Process Images
Graduation Project
Anirudha C. Hajare
2013 / Graphic Design
The Spice Isles
131
Surface Exploration 132
Branding and Packaging
Typefaces Used Tahoma Palatino LT Std Bickham Script Pro
Visual Direction 04 This was a contemporary approach. The idea was to keep it simple on the surface with detailed work within, which resonates with the intricate process involved with producing cryogenic spices.
Graduation Project
Typefaces Used
Typefaces Used
Typefaces Used
GT Eesti Pro Display
GT Eesti Pro Display
Tw Cen MT
Vesper Libre
Bickham Script Pro
Palatino LT Std
CAC Champagne
Palatino LT Std
Bickham Script Pro
Anirudha C. Hajare
2013 / Graphic Design
The Spice Isles
133
Surface Exploration 134
Branding and Packaging
Typefaces Used
Typefaces Used
GT Eesti Pro Display
GT Eesti Pro Display
CAC Champagne
Vesper Libre
Palatino LT Std
CAC Champagne
Graduation Project
Typefaces Used
Typefaces Used
Typefaces Used
GT Eesti Pro Display
GT Eesti Pro Display
GT Eesti Pro Display
Vesper Libre
Palatino LT Std
American Typewriter
CAC Champagne
CAC Champagne
CAC Champagne
Anirudha C. Hajare
2013 / Graphic Design
The Spice Isles
135
Surface Exploration 136
Branding and Packaging
Typefaces Used
Typefaces Used
GT Eesti Pro Display
GT Eesti Pro Display
American Typewriter
Vesper Libre
CAC Champagne
CAC Champagne
Graduation Project
Typefaces Used
Typefaces Used
Typefaces Used
GT Eesti Pro Display
GT Eesti Pro Display
GT Walsheim
Vesper Libre
Vesper Libre
Azote
CAC Champagne
CAC Champagne
Learning Curve
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2013 / Graphic Design
The Spice Isles
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Surface Exploration 138
Branding and Packaging
Direction 03 and 04 were combined to create the following designs. Having intricate illustrations within the minimal direction brought the classic and exclusive export mood to the product. The idea of having stamps added to the export aspect of it.
Typefaces Used
Typefaces Used
History
History
Montserrat
Montserrat
Graduation Project
Typefaces Used
Typefaces Used
Typefaces Used
History
Domaine Display
Domaine Display
Montserrat
Montserrat
Montserrat
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Surface Exploration
Feedback The combination of detailed illustrations and the minimal direction got positive responses form client and mentors alike. Based on that, it was collectively decided to take direction 04 forward and make iterations and refinements accordingly. The detailed illustration used previously was an image downloaded from the internet. On approval of the visual direction 04, detailed illustrations were made for 21 different flavours of ‘The Spice Isles’.
List of Flavours Himalayan Salt Coriander Ginger Red Chilli Garlic Turmeric Nutmeg Kasuri Methi Cumin Black Pepper Onion White Pepper
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Branding and Packaging
Mangalorean Fish Curry Sri Lankan Fish Curry Butter Chicken Garam Masala Chana Masala Chicken Curry Chicken Tikka Mutton Curry Dal Makhani
Graduation Project
The illustrations were made in Adobe Illustrator. They are completely vector and hand drawn using Intuos Wacom. The
Final Illustrations Himalayan Salt
Illustrator tools used to create the illustrations are : - Shape Builder - Mesh - Gradient - Blur - Grain
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2013 / Graphic Design
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Surface Exploration 142
Branding and Packaging
Coriander
Graduation Project
Ginger
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The Spice Isles
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Surface Exploration 144
Branding and Packaging
Red Chilli
Graduation Project
Garlic
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Surface Exploration 146
Branding and Packaging
Turmeric
Graduation Project
Nutmeg
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2013 / Graphic Design
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Surface Exploration 148
Branding and Packaging
Kasuri Methi
Graduation Project
Cumin
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2013 / Graphic Design
The Spice Isles
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Surface Exploration 150
Branding and Packaging
Black Pepper
Graduation Project
Onion
Anirudha C. Hajare
2013 / Graphic Design
The Spice Isles
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Surface Exploration 152
Branding and Packaging
White Pepper
Graduation Project
Mangalorean Fish Curry
Anirudha C. Hajare
2013 / Graphic Design
The Spice Isles
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Surface Exploration 154
Branding and Packaging
Sri Lankan Fish Curry
Graduation Project
Butter Chicken
Anirudha C. Hajare
2013 / Graphic Design
The Spice Isles
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Surface Exploration 156
Branding and Packaging
Garam Masala
Graduation Project
Chana Masala
Anirudha C. Hajare
2013 / Graphic Design
The Spice Isles
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Surface Exploration 158
Branding and Packaging
Chicken Curry
Graduation Project
Chicken Tikka
Anirudha C. Hajare
2013 / Graphic Design
The Spice Isles
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Surface Exploration 160
Branding and Packaging
Mutton Curry
Graduation Project
Dal Makhani
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2013 / Graphic Design
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Surface Exploration
Typeface Exploration The typeface used in the surface graphics makes a significant difference. Finding the perfect combination of fonts is an important part of branding, as it is the face of the product that communicates a major portion of the information for the customer. Following are the typeface exploration done for ‘The Spice Isles’.
Approach Fonts which gave the notion of stamps, old stone carvings and seals were looked at. Other factors kept in mind while exploring typefaces were high contrast and clean letter forms. The name of the product was visualised to be in a heavy font with high contrast. Following that, compatible fonts were searched for the body copy. A clean geometric font would create enough contrast and work well for the multiple levels of hierarchy in the product information
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Branding and Packaging
Graduation Project
Anirudha C. Hajare
Abril Fatface
CAC Champagne
Aileron
Candara
Alegreya Sans
Domaine Display
American Typewriter
Edwardian Script ITC
Amplitude Wide
Fedra Sans Std
Azote
Feijoa
Baskerville
Garamond Premier Pro
Bickham Script Pro
Gill Sans
2013 / Graphic Design
The Spice Isles
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Surface Exploration
GT America
Merriweather
GT Eesti Pro Display
Montserrat
GT Sectra
Nunito Sans
GT Sectra Display
Palatino
GT Walsheim
Playfair Display Tahoma
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Branding and Packaging
HK Serif
Tw Cen MT
Learning Curve
Vesper Libre
Graduation Project
Typeface Used: Montserrat
Typeface Used: Montserrat
Typeface Used: Alegreya Sans
Typeface Used: Futura
Typeface Used: Alegreya Sans
Typeface Used: Nunito Sans
Typeface Used: Alegraya Sans
Typeface Used: GT Walsheim
Typeface Used: Montserrat
Typeface Used: Aileron
Typeface Used: Montserrat
Typeface Used: GT America
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2013 / Graphic Design
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Surface Exploration
Feedback Fixing on the perfect typeface for the brand was a tedious process. Over 30 typeface were tried before Domaine Display and Hurme Geometric Sans were approved by the client. Unlike the critical client responses to the previously used fonts, Domaine Display and Hurme were instantly liked by the client. It was exactly what they wanted for their brand.
Brand Typefaces The combination of weight and contrast in the Domaine Display letter forms, worked best for the product name. Hurme Geometric Sans created enough contrast and complemented Domaine, which is why it was used for body copy. The clean and narrow letter forms in Montserrat were used to specify quantities and other numeral information. Because of it’s cap height Montserrat could fit well into limited spaces. Following that, required weights of Domaine and Hurme were bought by the client. Montserrat is free font, available in Google Fonts.
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Branding and Packaging
Graduation Project
Hurme Geometric Sans 1 Light Hurme Geometric Sans 1 Regular Hurme Geometric Sans 1 SemiBold Hurme Geometric Sans 1 Black
Domaine Display Medium Domaine Display Bold
Montserrat Thin Montserrat Light
Hurme Design
Klim Type Foundry
Julieta Ulanovsky
Hurme Geometric Sans is a geometric sans-serif typeface family designed in 2013 by Finnish designer Toni Hurme. The family is available in four variations: No. 1, No. 2, No. 3 and No. 4. The No. 3 variation features blunt corners, rather than the sharp corners seen in No. 1 and No. 2, so it is the better option for setting text. No. 4 features ornate swash capitals and a lower case with curvy tails. Each member of the Hurme Geometric Sans family is available in seven weights with italics.
Domaine Display is the display version of the Domaine family designed by New Zealand-based designer Kris Sowersby in 2013. The typeface has its origins in the logotype Sowersby designed for the Australian wine company, Hardys. The display version of Domaine is more flamboyant than the text version, with higher contrast and more prominent hook terminals. Domaine Display also contains some unique alternate characters in the italic upper case, such as the E and the F.
Montserrat is a geometric sans-serif typeface designed by Argentinian designer Julieta Ulanovsky. The design was inspired by signage from her historical Buenos Aires neighbourhood of the same name. Montserrat is often mentioned as the closest free alternative to Gotham and Proxima Nova, however, it is much more distinctive typeface compared to those two. The upper case G and J really set it apart.
The following weights of the Hurme family were bought (Prices for: 1-5 users minimum)Light, Regular, Semibold and Black, at 49$ each
The following weights of the Domaine family were bought (Prices for: up to 3 users minimum)Bold and Medium, at 50$ each.
This font is a free font available in Google fonts. fonts.google.com
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Surface Exploration
Front Panel Refinement Final refinements of the front panel was done post finalising typefaces and completion of a few detailed illustrations. Certain elements had to be removed once the illustrations were laid out on the box surface and treated with colour.
Digital (Adobe Illustrator)
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Branding and Packaging
Graduation Project
Colour Treatment The colour system of the brand was structured to adapt to new addition of flavours. It was designed to be more flexible over being restricted to limited colours. It was an unconventional approach unlike the typical use of a set of brand colours across all brand product lines. For each package a colour was picked that resonates well with the flavour inside it.
Digital (Adobe Illustrator)
Anirudha C. Hajare
2013 / Graphic Design
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169
Surface Exploration
Panel Information Surface graphics for all six panels of the box were explored based on the approved visual direction.
Front Panel: The front panel is divide in 2 halves. The top half includes the spice name, specifications about the consistent package contents (weight, no. of sachets) and a short description of the contents in the package (which changes according to the flavour of spice the package is carrying). The bottom half has the brand elements (sun and sea), which is composed to bleed across left and right panels. Back Panel: Back panel has information about The spice isles vision, Nutritional facts, ingredients, owner details, manufacturer details, customer care details and instructions regarding the product.
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Branding and Packaging
Top Panel: The top panel has The Spice Isles logo. Bottom Panel: Bottom panel has information about the package. Right Panel: Right panel has information about the sachets inside the box. Left panel: Left panel has information about the cryogenic grinding technology.
Graduation Project
1. Front panel
3
2. Back Panel 3. Top Panel 4. Bottom Panel 5. Right Panel 6. Left Panel
2
5
6 1
4
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2013 / Graphic Design
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Surface Exploration
Front Panel
Based on the visual language established for the front panel, the rest of the five panels were designed. Following are the exploration done for the back, top, bottom, right and left panels
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Branding and Packaging
Graduation Project
Back Panel
Anirudha C. Hajare
2013 / Graphic Design
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Surface Exploration
Top Panel
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Branding and Packaging
Graduation Project
Anirudha C. Hajare
2013 / Graphic Design
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Surface Exploration 176
Branding and Packaging
Graduation Project
Bottom Panel
Right Panel
Anirudha C. Hajare
2013 / Graphic Design
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Surface Exploration 178
Branding and Packaging
Left Panel
Graduation Project
Cryogenic Seal
This was the final seal for cryogenic grinding that was approved by the client.
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2013 / Graphic Design
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Surface Exploration 180
Branding and Packaging
Process Images
Graduation Project
Anirudha C. Hajare
2013 / Graphic Design
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Surface Exploration
Sachets
45mm x 90mm
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Branding and Packaging
Graduation Project
90mm x 90mm
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2013 / Graphic Design
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Final Surface Graphics
Front Panel 90mm x 100mm
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Branding and Packaging
Back Panel 90mm x 100mm
Graduation Project
Top Panel 52mm x 92mm
Left Panel 50mm x 100mm
Anirudha C. Hajare
Right Panel 50mm x 100mm
2013 / Graphic Design
Bottom Panel 50mm x 90mm
The Spice Isles
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Execution On Net Print Specifications Correct execution of designs is a crucial part of every project. Following that, printing instructions were specified for first round sampling. These specifications may change according to the results of the samples.
Following are the printing instructions for the first sampling round: The logo on top is embossed with silver foiling the lines which are on the logotype. The stamp on the front side will be embossed. The whole box will be in matte laminated.
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Branding and Packaging
Graduation Project
Himalayan Salt
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2013 / Graphic Design
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Execution On Net 188
Branding and Packaging
Coriander
Graduation Project
Ginger
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2013 / Graphic Design
The Spice Isles
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Execution On Net 190
Branding and Packaging
Red Chilli
Graduation Project
Garlic
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2013 / Graphic Design
The Spice Isles
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Execution On Net 192
Branding and Packaging
Turmeric
Graduation Project
Nutmeg
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2013 / Graphic Design
The Spice Isles
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Execution On Net 194
Branding and Packaging
Kasuri Methi
Graduation Project
Cumin
Anirudha C. Hajare
2013 / Graphic Design
The Spice Isles
195
Execution On Net 196
Branding and Packaging
Black Pepper
Graduation Project
Onion
Anirudha C. Hajare
2013 / Graphic Design
The Spice Isles
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Execution On Net 198
Branding and Packaging
White Pepper
Graduation Project
Mangalorean Fish Curry
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2013 / Graphic Design
The Spice Isles
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Execution On Net 200
Branding and Packaging
Sri Lankan Fish Curry
Graduation Project
Butter Chicken
Anirudha C. Hajare
2013 / Graphic Design
The Spice Isles
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Execution On Net 202
Branding and Packaging
Garam Masala
Graduation Project
Chana Masala
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2013 / Graphic Design
The Spice Isles
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Execution On Net 204
Branding and Packaging
Chicken Curry
Graduation Project
Chicken Tikka
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2013 / Graphic Design
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Execution On Net 206
Branding and Packaging
Mutton Curry
Graduation Project
Dal Makhani
Anirudha C. Hajare
2013 / Graphic Design
The Spice Isles
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Sampling
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Branding and Packaging
Graduation Project
Anirudha C. Hajare
2013 / Graphic Design
The Spice Isles
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Sampling 210
Branding and Packaging
Graduation Project
Current Scenario Even though an order of 77000 boxes has been placed and the designs for those boxes are also complete, it is yet to go into production, because Kahee Argo still have to provide Satvam Nutrifood with a few spices. Once all the spices samples along with ingredients and instructions regarding how to blend the spices is provided to the manufacturers, the production will commence and soon after ‘The Spice Isles’ will be launched.
Anirudha C. Hajare
2013 / Graphic Design
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Epilogue
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Branding and Packaging
Graduation Project
Conclusion References Colophon
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2013 / Graphic Design
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Branding and Packaging
Graduation Project
Conclusion // The details are not the details. They make the design. ~ Charles Eames
Anirudha C. Hajare
2013 / Graphic Design
The six months with Struckby was an enriching experience. It was an opportunity to engage with clients and adapt to the industry frequencies and wavelengths. The intensive work throughout the project resulted in improvement of software skills, better precision at typography, a stronger sense of packaging design and an archive of some brilliant and resourceful minds in the design industry. More importantly, the realization of the gradual growth as a designer and also as an individual was the most valuable takeaway from the graduation project.
The Spice Isles
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References All the images were taken from google images, pinterest and pexels. http://www.nid.edu/ http://struckby.co/ https://www.satvamnutrifoods.com/ https://vibrantgujarat.com/writereaddata/images/pdf/project-profiles/spices-cryo-granding http://blog.redrocketcreative.com/importance-of-packaging-design http://www.thedieline.com/blog/?tag=Essential+Resources http://www.thedieline.com/blog/2014/3/12/opinion-series-top-10-luxury-packaging-cues http://www.thedieline.com/blog/2015/1/27/packaging-101-part-i http://www.thedieline.com/blog/2015/2/16/packaging-101-part-ii http://www.thedieline.com/blog/2015/4/14/packaging-101-part-3 http://www.packagingmachinary.com/ https://www.ducros.fr/ http://www.mccormickcorporation.com/Flavors-Brands/Explore-the-Brands/Ducros-France http://drogheria.com/
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Branding and Packaging
Graduation Project
Colophon This document is typeset in Open Sans designed by Steve Matteson and Work Sans designed by Wei Huang.
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