PROCESS MANUAL
anpan food company
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Anpan | Japanese artisan bread on the go.
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table of contents
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introduction 8
mission statement
logo design 14
preliminary sketches
graphic standard 18
packaging design 34
logo specifications
creative brief
biomimicry overview
secondary sketches
about and purpose
logo usage
preliminary sketches
final logo
color and typography
mock-up
business system
structure and assembly
marketing strategy
labelling
biomimicry studies
conclusion 44
design analysis
final product
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introduction
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mission statement Our mission is to incorporate the quality of an artisan crafted anpan bun into the convenience of a snack on the go for the modern working class American. We believe in using the freshest ingredients and sustainable materials in bringing the flavors of Japan to the palms of your hands.
biomimicry overview The koi fish and raw wheat stalk were studied for their natural properties to be implemented into the design of the brand logo and packaging for Anpan. The wheat stalk inspired the design of the logo with its grain texture and motif while the koi fish infuenced the modular yin-yang design of the packaging. the fish scales of koi fish inspired the idea behind the internal structure for the packging.
about & purpose Anpan Food Company aims to deliver the unique flavors of Japan to the wider American demographic. Our product, the “anpan”, is a traditional and popular snack from Japan. This project aims to provide a convenient and accessible way for English speaking audiences in America to enjoy this Japanese specialty. Our brand emphasizes artisan craft and this project aims to meld quality with convenience in our products for our consumers. This process manual documents the creative process through which this project developed and grew. From initial conception and primary research to brand development and packaging design, this book records the full story of “Anpan”, the brand and the product.
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biomimicry studies The Koi Fish is type of carp cultivated for their unique bright colors. The fish is not for consumption and is kept for recreational purposes.
koi fish/koi
The Koi was originally bred by rice farmers around the beginning of the 19th century in Japan1 and specific colors were brought out in the various Koi through selective breeding2. Koi are typically found in large exterior ponds in both private or public gardens. They are very popular in Japan and China for decorative purposes and many collect Koi as a hobby.
properties
design application
The Koi is distinguished by its bright body colors. These colors vary with each fish and form different patterns on the body of the fish. It also has a very streamlined and hydrodynamic body with fish scales all over. The fins are very delicate and semi transluscent. The Koi has a very powerful life force shown by the abillity to swim upstream and against strong currents, so it is often used to symbolize good fortune and the black and white tear drops in the yin-yang symbol according to Chinese feng shui and beliefs3.
The streamlined shape of the fish and yin-yang association can be taken into packaging and modular container design. The fuller front with the tapered end of the body can be utilized into modular packages that can fit into each other for efficient storage or shipping. The patterns on the body of the fish can be integrated into branding or pattern design. The unique patterns could give a more organic sense to branding design if patterns are desired. The fish scales can be integrated into packaging design for protection of goods while retaining flexibility and maleability of the package itself.
Sources: 1. “Koi Fish: A Beginners Guide.” Web. <http://www. koi-fish.com/koi-care/koi-fish-beginners-guide. html>, accessed August 9, 2016 2. Balon, Eugene K. “The common carp, Cyprinus carpio: its wild origin, domestication in aquaculture, and selection as colored nishikigoi.” (1995). 3. “What Do Koi Fish Symbolize.” Web. <http:// feng-shui.lovetoknow.com/What_Do_Koi_Fish_ Symbolize>, accessed August 9, 2016 Image of Koi Fish: http://wallpapercave.com/wp/ M7rzd4x.jpg
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patterns
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biomimicry studies
wheat
properties
Wheat is a very important crop in society and its origins in cultivation stretch centuries back in human history. There are thousands of species of wheat, and of those there are three most important varieties. The first is common wheat used for making bread, the second being durum wheat used for pasta, and lastly club wheat which is a softer type used for cakes, pastries and flours1. Wheat is widely used throughout the food industry and its applications are very extensive. Additional usages of wheat include production of starch, malt, dextrose, gluten, alcohol, and many other products1.
The botany of the wheat plant contains the main plant stalk, roots, auxiliary tillers, leaves, and ears. Wheat is made up of mainly a root and shoot system. Tillers develop into ears, of which carry multiple leaves. The grain, seed or kernel of wheat is contained inside each leaf. The leaf is comprised of a sheath for the seed and a lamina and a pair of hairy projections stem from between these two structures2. Wheat is grown in huge fields in great abundance and are often harvested in large bundles for processing to extract the seeds or grain used in food.
design application
Sources: 1. Editors of Encyclopedia Britannica. “Wheat Plant.” Web. <https:// www.britannica.com/plant/wheat>, accessed August 9, 2016 2. Kirby, E.J.M. “Botany of the Wheat Plant.” Web. <http://www.fao. org/docrep/006/y4011e/y4011e05.htm>, accessed August 9, 2016 3. Dell. “Green Packaging and Shipping - Turning Wheat Waste into Packaging.” Web. <http://www.dell.com/learn/us/en/uscorp1/corpcomm/wheat-straw>, accessed August 9, 2016 Image of Wheat: http://s3-wp.lyleprintingandp.netdna-cdn.com/ wp-content/uploads/2013/07/10090949/wheat.jpg
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The shape of the wheat plant can be used as symbolism for grains and whole food items in packaging or branding design. The individual stalks give an artisanmade feel to products due to the association with going back to raw materials. The individual grains can be integrated into packaging or shipping design due to its pod structure. A new innovation in sustainable packaging is utilizing wheat straw, the body stalk portion of wheat discarded in processing. The straw can be repurposed and processed into shipping boxes or outer packaging with the same properties of cardboard3. The fibrous property of wheat lends to its strength in packaging material and it is biodegradable.
patterns
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logo design
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preliminary sketches Anpan was chosen as the name of the brand because it is direct and clear in explaining what the product is to people both familiar and foreign to the food item. The logo had to express the ingredients in Anpan to increase cohesion of the brand to our product and our values of whole food products. The logo had to also express the artisan craft that goes into our products. A series of quick ideation sketches were generated to explore various methods of meeting the needs of the logo. To the right is a collage of these preliminary sketches exploring the subject matter of the logo in a literal, linguistic, visual, or conceptual sense. In-depth and broad exploration was highly encouraged during this stage of the design process as it helped increase understanding of the product itself and its relationship to the consumer and brand. The design that served best out of the preliminary sketches to the brand was the hand-lettered â&#x20AC;&#x153;Ah...npan!â&#x20AC;? with a wheat grain underneathe. It was clear in its meaning yet simple in design. Further development of the logo followed the general direction of this first sketch.
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secondary sketches Following the design language of the hand-lettered “Ah...npan!”, secondary sketches were generated using a brush pen and scanned into illustrator to be vectorized. Variations generated during this design stage explored the integration of a bread motif in the counter of the first ‘A’ in “Anpan’, varying the number of underlying wheat grains, and brushstroke curvature. Many sketches were generated to find the correct line thickness of the brushstrokes and kearning between letterforms. The goal was to still maintain clear readability in the hand-script logo.
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final logo The final logo design utilizes biomimicry of wheat grains to express the basic ingredient of wheat in Anpan. The slight grain effect on the letterforms immitates the texture in wheat stalk strands without detracting the letterforms away from readability. The single wheat strand acts to highlight â&#x20AC;&#x153;panâ&#x20AC;?, which means bread in Japanese. The stylized brushwork evokes a sense of artisanship and a relationship to upscale culinary arts. Our logo works to create a high-end feel to the brand, further emphasizing our mission to deliver exotic culinary flavors to consumers without the need for premium cost or sacrificing convenience.
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graphic standard
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logo specifications Each flavor variation of Anpan is represented by a duo-color scheme to separate the logo type from the graphic element. The colors chosen for each flavor are representative of the raw materials used to create that flavor. For example, a toasted caramel color is used to represent chestnut. The colors chosen are more earthy and natural to emphasize the natural and fresh ingedients used in the product. The specific proportions of the logo are designed specifically for ease of readability. The wheat grain graphic element is exactly half the length of the full logo and sits underneathe â&#x20AC;&#x153;panâ&#x20AC;?. The maximum height of the logo is 0.6 that of the wheat grain.
2a
red bean flavor (original) C:2 M:60 Y:55 K:7 C:2 M:72 Y:55 K:33
chestnut flavor C:0 M:28 Y:50 K:20 C:30 M:57 Y:71 K:22
0.6a
sesame flavor C:0 M:0 Y:0 K:40 C:0 M:0 Y:0 K:65
green bean flavor C:49 M:24 Y:75 K:0 C:61 M:38 Y:81 K:25 a
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logo usage The Anpan logo is designed to be legible and indicative of the raw ingredients used in preparing each bun. The logo should be used with its intended proportions, color scheme, and form.
1â&#x20AC;?
If the logo is used at a size smaller than or equal to 1-inch in length, the 1-inch version below must be adhered to with all color and proportion specifications correct. The 1-inch logo does not contain a graphic element for legibility purposes.
1â&#x20AC;?
1 inch size C:67 M:62 Y:59 K:49
Misusage of the logo as listed in the examples to the left will lower legibility and hinder the communication of our corporate identity. The logo must not be misused in any way other than as specified in this book.
inappropriate usage
undefined colors
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1-inch logo at a size greater than 1-inch
distorted logo
rescaled individual elements
gradient
drop shadow
flipped colors between logo and icon
reverse into negative
outline
color and typography All packaging, logo branding, and promotional materials must use the colors displayed to ensure consistency with brand identity. Color code on each swatch is labelled first in 4 color process, RGB, then PMS. All typographic elements must use Avenir Next. Line weight for all headings are ultra light and that for body copy is regular. Headings will typically be 30 pt. size and body copy will be 10 pt. size. The logo will be the only typographic element that uses handscript type.
c2m72y55k33
c61m38y81k25
(170,76,72)
(95,111,69)
484 C
574 C
c2m60y55k7
c49m24y75k0
(222,122,101)
(144,165,102)
7416 C
576 C
c0m0y0k65
c30m57y71k22
(119,120,123)
(151,102,74)
cool gray 9 C
4635 C
c0m0y0k40
c0m28y50k20
(167,169,172)
(208,160,113)
cool gray 6 C
4655 C
Headings avenir next ultra light 30pt. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Body Copy
avenir next regular 10pt. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Logo type
(handwritten script)
c67m62y59k49 (63,61,62) black 7C
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business system Anpan Food Company business system includes a letterhead, business card, number 10 envelope, notebook, pencil and eraser. All business materials must adhere to the designs presented in this book. The minimalistic design scheme is to enforce professionalism and clarity in each piece. Any company material towards external outreach or business relations follows this business system design scheme.
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letter head 8 1/2” x 11” lettersize document 2 1/2” x 3/4” logo 1/4” red footer
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business card 3 1/2”x2”business card Front: grey background 3”x 7/8” logo Back: white background 1/8” red footer
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envelope 9 1/2” x 4 1/8” No.10 envelope white background grey flap with anpan logo
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marketing strategy The marketing team of Anpan Food Company will employ promotional strategies listed in the following spreads. Each marketing item is tailored to its media and should be used as designed. Modifications to the design must always go through the graphic design team for approval before print, publication or distribution. The marketing strategy will primarily be employed during launch year of Anpan. Launch year promotion is vital to spreading the Anpan name to a wider audience and it is crucial that every promotional item is executed correctly and has earned approval from the graphic design team.
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t-shirt design
For promotinal purposes, we have 4 t-shirt designs representing each available flavor of anpan. Red bean logo is on a white t-shirt, with chetnut on grey, sesame on navy blue, and lastly green bean on an olive green t-shirt.
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gift bag
The product gift bag will be available to customers as a promotional item. One bag will be included with a purchase of 4 or more anpan units. The bag is white with a mid-grey wheat graphic on the left and the brand logo centered to the right of the wheat.
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shopping mall billboard
Anpan will be sold at select food stores in shopping malls. The billboard in a shopping mall will have a simple white background with a photo of our product to the left. A short slogan â&#x20AC;?Have an Anpanâ&#x20AC;? and store location will be included in the poster.
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bus stop advertisement
Bus stop posters have a dark grey background with the wheat grain graphic element centered in midgrey. The brand logo in the original color scheme is centered on the poster. A short slogan â&#x20AC;&#x153;itâ&#x20AC;&#x2122;s always snack time.â&#x20AC;? is placed in the lower right quadrant.
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responsive web design
The official website layout is responsive on multiple platforms including desktop and laptop computers, tablet, and smartphone. The logo is always on top followed by a rule separating it from the navigation bar. A banner photo sits under the navigation bar.
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exterior billboard
Roadside billboards for our company are designed for quick-reads. A photo of our product will appear behind a diagonal slant and dark grey background. Our company logo and brand slogan â&#x20AC;&#x153;Japanese artisan bread on the go.â&#x20AC;? is placed on the grey area.
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semi-truck livery
We will be using semi-trucks for transportation of our products from production to retail stores. The semi-trucks will have promotional livery with our anpan logo in its original color scheme on a dark grey background. The logo should be at least 2â&#x20AC;&#x2122; tall.
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packaging design
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creative brief needs Anpan is a popular snack food item in Japan and this project sims to make it more accessible to the western audience in the United States. To cater towards the western audience, the packaging must visually indicate what the food is and its ingredients in order to overcome the language barrier. The color palette should indicate the ingredients for each flavor and the logo should show the basic ingredient which is wheat. The overall design of the packaging and marketing material needs to be simple to keep the product accessible to western audience while giving an artisanal feel to the product.
project objective
project strategy
The shape of the packaging should be convenient to carry around for snack time purposes and reduce waste and messiness while eating. The product is sold in individual units so the packaging should also be able to fit with each other and be space efficient for storage and shipping. The design of the packaging should be structurally strong to protect the bun inside but also easy to open and used as a sleave for eating. The sleave acts as a barrier for hygiene and keeps mess from getting onto the consumerâ&#x20AC;&#x2122;s hands. The packaging should be made of recyclable or compostable material to support sustainable packaging.
When completed, the project will include several items with the main packaging as the central product. The main packaging will be sold in individual units and these individual units will be able to be held by one or two hands. Each package fits a bun around 4 inches in diameter. There will be 4 flavors in total, namely Red Bean, Green Bean, Sesame, and Chestnut, and each flavor will be indicated by a different color scheme. Other than the main packaging, promotional materials include magazine advertisement, supermarket coupons, posters and banners.
background
message
Anpan is a popular snack time food in Japan and it widely sold in ethnic markets in the United States. One major problem is that the packaging of the products are often in Japanese only without english translation. This makes it difficult to break the western market due to language barrier as people find it difficult to know what the product is if they cannot read Japanese. Currently the Anpan niche is mostly filled by the Japanese community in the United States who speak and/or read Japanese. The niche is created by the call for a convenient snack to carry around. As the Anpan is a convenient snack in Japan, it was imported over to the States for the local Japanese community. There is however a growing trend of westerners trying out ethnic foods and so there is a rising need for making the Anpan more accessible to the western, non-Japanese community in the United States.
Anpan - Japanese artisan bread on the go.
audience Age group: 18 to 30 Gender: targeted towards the general public but sales figures show a larger female demographic. Economic status: Young to working class adults, mean annual income around US$50,000. Distribution area: First targeted towards California, Washington, Hawaii, and New York. Expansion to the United Kingdom will commence during fifth year of production. Nationality: American and European market, majorly English speaking demographic, encompassing multiethnic backgrounds of people in the aforementioned distribution areas.
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preliminary sketches In order to begin exploration of form for the packaging, we generated numerous preliminary sketches in line with our creative brief for the project. To the right is a collage of these preliminary sketches exploring the subject matter of the packaging design in a literal, linguistic, visual, and conceptual sense. The focus on the objective to design a modular package which would provide structural support to protect the soft bun inside helped guide the design process during this stage. Biomimicry was heavily employed in the designing of the packaging, from using the shape of red beans and the texture of bread to exploring the forms of koi fish and their fish scales for inspiration. Many avenues were used to find out the right direction for packaging development. The design that served best out of the preliminary sketches to the brand was the yin-yang shaped container. The design of this container lended itself to modular packaging and good use of shelving space.
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mock up The yin-yang shaped packaging design is inspired by biomimicry of koi fish. The tendencies of koi fish to swim in tight packs inspired this design in which individual units can fit into each other and save shelving space. A few sketches were first generated to explore how the package would open. Two main methods were considered, with one having a full tear away side panel, and the other being a pull away tab with a lid. The pull away tab with lid design was chosen because it functions better than the other ergonomically and also it provides more area for internal structural support. A rough full color mock-up was printed on a letter-size 60 lb sheet and a rudimentary 3D mock up was created to help give a sense of how the final product would look.
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structure and assembly To provide internal structural support, a low-cost internal support frame was designed to be placed underneath the surface labelling. For the prototype mock up, standard chip board was used and lazer cut for the frame. The lazer cut illustrator file is shown to the right. The patterns designed on the side panels allow the chip board to flex and form the curvature of the packaging without losing structural integrity. This is inspired through biomimicry of fish scales and the protective yet flexible nature they possess. For future mass production, plastic veneered chip board will be used as the underframe as it is water-resistant, which would help keep moisture out of the container and reduce structural weakening if the package ever comes into contact with water. As all of Anpan Food Company products use the same container shape, the internal frame will be cut using a die cut.
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labelling The full size label is printed on a 12’”x18” tabloid sheet with 80lb paper stock. It is printed in 4 process color with a digital printer, however it is preferably printed with an offset printer for best color and type quality. The nutrition facts, net weight, ingredients and common allergen information is included on the inner curve of the packaging in a consolidated area. The barcode is placed on the rear face for ease of scanning at food retail store checkouts and the expiration date sits right below the bar code. The Anpan logo is on the front face of the container in the corresponding flavor colors. The flavor description is on the side for identification also in the corresponding color scheme. The Anpan company slogan “Japanese artisan bread on the go” is printed on the side of the package left of the flavor description.
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net wt: 2.88 oz (81.7g) ingredients: hard wheat flour, wheat flour, water, sugar, active dry yeast, egg, milk, butter, salt, koshian (red bean paste)
788120 123456
Exp:
red bean japanese artisan bread on the go
allergen warning: may contain wheat, egg, soy, peanuts, tree nuts, dairy products
made in USA
red bean
USD $1.50
17.5â&#x20AC;?
11.5â&#x20AC;?
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final product The final packaging is half yin-yang units, each with a chip board underframe and a 80lb printed label overlayer. A dehydration silicon pack is inclued in each unit to remove moisture from the interior of the package. Each package fits into each other. Each package is sold separately and is displayed in rows with each flavor belonging to one row. The packaging will be displayed with the front facing outwards and two units fitting into each other, as displayed by the red bean and chestnut flavors in the photo to the right. This ensures that the logo is viewable on the shelving units in retail stores. The anpan bun itself will be shaped like the packaging as a unique twist to the Japanese snack. It will also use the space within the container more efficiently.
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conclusion
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design analysis introduction
methodology
evaluation
Anpan Food Company aims to deliver the unique flavors of Japan to the young working American aged 18 to 30. We aim to increase the accessibility of this ethnic snack food through introducing a convenient and artisan product to the American market. The designer for Anpan is responsible for creating and communicating our brand identity of artisan craft, raw food, and convenience. The packaging of the product is made of recycled materials and provides structural protection to the soft bun housed inside. It follows a modular design to aid shelf storage efficiency.
Year one:
To ensure corporate objectives are met, weekly board meetings will be held to ensure all teams are aware of all progresses and deadlines. Marketing analyses, outcomes, future strategies, design revisions, recipe assessment, quality control, product flavors, human resources, and team coordination will be discussed during board meetings. Sales data will be collected from wholesale records, retail performance, and customer satisfaction. New flavors will be produced by the kitchen team and final flavors for production will be voted on and decided during board tasting conferences. Sales performance of Anpan in the UK will be assessed and predicted through consumer surveys and market analysis. The design team and marketing team will begin collaboration end of the third year for the fifth year brand refresh and expansion project.
During the year of product launch, Anpan will be distributed to specialty food retailers in California including Wholefoods, the Nugget, and Sprouts Farmers Market. Initial launch marketing materials include t-shirts and promotional gift bags. Partnership with Wholefoods, the Nugget and Sprouts for coupons, promotions and deals will also take place during this year. Sample booths at these retailers will provide a chance for consumers to try the product before purchase. The team for Anpan during this year heavily consists of marketing, human resources, quality control, and distribution. Year two:
problem statement The packaging and branding for Anpan introduces a Japanese past-time snack to the young American audience interested in trying new foreign foods. The packaging design creates a recognizable feeling of artisan craft and works to raise interest in the consumer. Anpan is a product for the busy working class American looking for a snack to consume on the go.
objectives Anpan Food Company aims to push this product into specialty food retailers in California such as Wholefoods and the Nugget during first year of production. Annual market analysis will be conducted to survey consumer preferences for flavors and consumption patterns such as bulk purchases, gift purchases or individual unit purchases. Online ordering and shipping will be introduced during the second year to begin nationwide expansion of the company. During the third year Anpan will begin introducing new seasonal flavors as trial runs for potential permanent flavors. For the following years, market performance for each flavor will be assessed annually and by the end of the fifth year of production underperforming flavors will be removed from the permanent line, replaced by well performing seasonal flavors. By the fifth year of production the product will be sold in retail stores nationwide and expansion projects into the European market will begin.
During the year following launch, an online store will be added to the Anpan official website and shipping will be nationwide in the United States. Distribution team for Anpan Food Company will begin launching our product in East Coast specialty food retailers such as Hannaford and Harris Teeter. The marketing team will use billboard advertisements and promotional material to fuel nationwide advertising. Year three: New promotional flavors will be introduced during the third year as seasonal specialty flavors. The performance of the new flavors will be assessed by the market analysis team. Quality control and kitchen teams are quintessential during this stage and hold central focus for the company during this year. Year four:
project summary Anpan Food Company is excited to bring forth to the American audience a taste of Japan available right at their local food grocer. The fundamental value of artisan bread on the go is expressed in our Anpan product. As a specialty food product from Japan, Anpan provides an artisan experience like no other to the convenience of the busy working American. Through research of raw ingredients in our product, market analysis, and taste, we have now a product of Asian craftsmanship and expediency available in the American marketplace. The company will continue its emphasis on craftsmanship, taste, and quality through its branding, future expansion, product development, and production.
Performance for each flavor will continue to be assessed and discussions for branding updates for year 5 will begin. Underperforming flavors will be removed from the permanent line to be replaced by better-performing flavors. The design team and marketing team is to prepare for fifth year market expansion and branding revisions. Year five: A refreshed company brand will be introduced during this year. European market expansion begins with primary focus being the United Kingdom. Anpan will be sold at retail stores including Marks and Spencer, Waitrose, and Planet Organic. Similar marketing strategies from launch year will be employed into the European expansion.
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Anpan Food Co. 123 Alphabet Drive Los Angeles, CA 90002 E: info@anpanfood.co T: 800 888 0000 W: www.anpanfood.co
Isaac Tseng | DES 116 | Summer Session II 2016