Rebrand Product Identity [adult chocolate milk] logo identity, new packaging, in-store
copyright Š 2012 jamie turpin
02
[schematic]
03
[design development]
04
[final development]
creative brief
research
define problem target audience essence of the brand key response additional information
defining the problem market segment visual research consumer feedback tasting results competitors information retail environments positioning
inspiration
brainstorming
goals for the packaging preliminary material exploration
brain dump mind mapping analysis
thumbnails
studies
concepts
rough sketches structural 3D mockups
material & form studies mood boards- setting the tone color studies type studies
3 concepts consumer and retailer feedback
surface graphics
final development
flat panels [ai file]
final images final 3D retail environment
jamie turpin . portfolio design . adult chocolate milk
index
01
[establish]
00
01Creative Brief 1. What are the challenges in which the product & packaging must address?
3. What does the brand stand for?
5. Any additional information that might affect the creative direction?
The problem with Adult Chocolate Milk; “Control States” are not allowing the product into the state and to sell in the retail market due to the confusion it can cause the kids with the product name and misleading container.
Adult Chocolate Milk, originally was developed by a divorced mother who would drink her kid’s chocolate milk after they went to bed, but wanted to create an adult version of the kid drink by adding vodka to it.
Reflect on rebranding the product; whether by creating a new identity or new graphics that support the product name. Create a new form that doesn’t mislead or confuse the kids.
Results from the consumer feedback,some consumers are not a fan of the gimmicky identity and feel the taste is too similar to Baileys.
As noted on adultchocolatemilk.com, Adult Chocolate Milk is, “Invented by adults who don’t want to grow up.”
Move forward with Reduce, Reuse, and Sustain packaging.Consider flexible/diverse packaging; something that serves as the packaging for the product, but can be employed as a different vehicle for another common consumer use.
Last, packaging in today’s market must consider sustainability and respect the environment. Moving forward with exploration the package needs to fit the criteria of Reduce, Reuse, and Sustain.
2. Who are we communicating to? The target audience in the Midwest, specifically Kansas City. Consumer: Male or female in their thirties, working professional, and one who enjoys the social environment whether at home, happy hour, or night out with friends. Buyer: Typically a female in her thirties, who picks up adult beverages for entertainment with friends. She buys 2 to 3 bottles at a time, does not purchase the product by the case.
Today, due to shelf life, Adult Chocolate Milk is made of a 40 proof blend of vodka and chocolate cream flavors.
4. What is the Key Response we want from the product & package design? The identity for Adult Chocolate Milk; parents, Control States, and consumers want the brand identity to not mislead or confuse the kids and teenagers. Consumers in the Kansas City area want a quality product not a product with gimmicky graphics. Also, consumers and buyers today strongly support sustainable products/ package. Adult Chocolate Milk needs to make sure their product withstands this.
Last reference and follow the Regulations on Alcohol Packaging. packaginglaw.com/2639_.shtml
establish
Key Items
01
01The Problem Define
PRODUCT
Adult Chocolate Milk [Adult Beverage Company]
Tracy Reinhardt Nikki Halibur LOCATION Developed in Newport Beach, CA CREATED BY
PROBLEM “Control states� are denying Adult Chocolate Milk to be sold in their
Current Ad for Adult Chocolate Milk
CURRENT PACKAGING
The intent is to portray a retro persona with the old school milk bottle and graphics.
POSITIONING Reflect on rebranding the product via new identity or new graphics.Change the form and materials.
COMPETITORS
PACKAGE IDEAS
Baileys Chocovine Carolans YooHoo [kids chocolate milk] Shattoo Milk
Images of Adult Chocolate Milk
Reduce, Reuse, & Sustain Sustainable materials Eco friendly glass/container Diversified packaging/container
establish
state due to the product name and marketing of the product. The states feel the product name and bottle shape is too similar to actual chocolate milk that children drink regularly and could possibly mistaken as a kid chocolate milk.
02
01Market Segment The
Adult Chocolate Milk [Adult Beveraging Company]
Originated in July 2009 in Newport Beach, California. Discovered by a divorced mother, in her late 30’s, enjoyed spiking her kid favorite drink, chocolate milk with vodka after her kids went to bed.
Demographics SEX
AGE
EDUCATION
PROFESSION HOUSEHOLD MEDIAN INCOME AREA MEDIAN INCOME
LOCATION
consumers in their 30’s Female & Male College Educated Successful Career $46,184 [source: kansascity.com] $70,500 [source: efannieMae.com] Kansas City, MO [ Midwest Region]
Target Audience
Psychographics
The target consumers are Men and Women in their 30’s.
ATTITUDE
CONSUMER
Male or female in their thirties, working professional, and one who enjoys the social environment whether at home, happy hour, or night out with friends. One who likes to chase the trend in the market. BUYER
Typically, the buyer is a female who picks up adult beverages for entertainment with friends. She buys a couple of bottles of product at a time and skips the case.
Individuals who enjoy adventuring out to happy hour, entertaining friends at home, or experiencing a late night evening every once in awhile. They support a trendy, what’s new persona.
HABITS
Successful professionals, wanting an afternoon cocktail after work. Day drinkers who enjoy sipping on a cocktail while sitting by the pool. HOBBIES
Enjoys shopping, golfing, and entertaining friends at their home.
establish
Product
03
01Visual Research The
ADULT CHOCOLATE MILK adultchocolatemilk.com TAGLINE
Retaste your youth at 40 proof. INGREDIENTS
Originally, Adult Chocolate Milk was chocolate milk with a shot of vodka. However, had to recreate into a shelf-stable version made without milk. Currently, it’s made of 40 proof blend of vodka and chocolate cream flavors that have a shelf life of up to 1 year.
current ad
website- index page
website- index page
SOCIAL MEDIA
APPROACH
research
Adult Chocolate Milk employs Facebook & Twitter to interface with their consumers and buyers. It represents a Retro Inspired brand that’s supported with an artisanal persona.
Interesting, the owners of ACM will be on a wine tour, sampling out their product. I thought the product was 40 proof blend of vodka?
ad
04
01Visual Research The
ADULT CHOCOLATE MILK 20% Alcohol 40 Proof 1 L pricing starts @ $23/btl 750 ML pricing starts @ $14/btl
The graphic label ontop of the Wire Bail Stopper is 0.625" wide by 9" long
FRONT VIEW
BACK VIEW
SIDE VIEW
GENERAL DIMENSIONS 2.75" wide by 11.5" high
BACK LABEL 2.125" wide by 3.25" long 4 spot color label AB- Adult Beveraging [Brand] Contains Government Warning UPC Symbol Production & Bottled Info
BOTTLE DETAILS Swing Top Square Bottle Form with built in Wire Bail Stopper
WEIGHT Heavier than a typical, full wine bottle; approx. 2lbs FRONT LABEL Adhesive 2.5" wide by 5.125" high 4 spot color label
LABEL STRIP [at top] 0.625" wide by 9" long 4 spot color label
Leak Proof Sealing System. Semi Opaque Finish on Glass DISPLAY ON SHELF Single Facing Typically 4 – 5 bottles per row depending on shelf depth
BOTTOM VIEW Dimensions 2.75" x 2.75" Adult Beverage brand identity is embossed in the glass
research
TOP VIEW
05
01Visual Research The
5.125"
2.5"
OPENING PRODUCT
Only one hand is needed to remove the plastic and open the product.
Located at the front of the bottle to allow the consumers to identify the product. REQUIRED CONTENT Brand: AB Adult Beverage Co. Identity: Adult Chocolate Milk Type of Liquor: Liqueur Size of Bottle: 750 ML or 1L Alcohol Percent: 20%ALC/COL Proof of Alcohol: 40 Proof
CLOSE UP VIEW
Bottle is simplistic to open. Bottle stopper is easy to remove to allow one pour to pour a cocktail.
OPEN PRODUCT
There are minimal amounts of waste to dispose of after the product is opened. The bottle is a concern to numerous parents and the Control States to the easy access of opening the product. The adult beverage is way too close in color to kids milk, the product identity and bottle form confuse a young child and at the same time encourages the teenagers.
DIMENSIONS 2.5" wide by 5.125" high
research
GRAPHIC LABEL
06
01Consumer & Buyer CONSUMER NAME
SEX
AGE
RESIDES RETAIL DATE
Debi 38 years old Female Condo in the Rivermarket area Cellar + Loft Friday, January 20th, 2012
EMPLOYEES NAMES AGE SEX RESIDES RETAIL DATE
Manager and Clerk at Register In their younger thirties Both Male Apartments in the Westport Area Berbiglia Wine & Spirits Friday, January 20th, 2012
Debi shops at the local Cellar Loft in the Rivermarket on regular basis. I had a conversation with her on Friday, January 20th, about her one & only time she ventured out of her comfort zone to try Adult Chocolate Milk.
Searching the retail aisles for Adult Chocolate Milk, I finally had to go and ask the employees if they carried the product. Surprisingly, both employees in a liquor retail store, had not heard of Adult Chocolate Milk.
RESPONSE
RESPONSE After telling them a little about the product, the manager chimed in stating, “We have Chocovine!” as he walked over to the product on the shelf. Continuing on with his convincing sales speech, “…which might be similar in taste to Adult Chocolate Milk since they both offer a chocolate flavor for the consumers’ palette.” I totally disagreed with him because I’ve sampled Chocovine and it resembles Cabernet and Chocolate. YUCK!
Debi declares, “Adult Chocolate Milk tastes a lot like Baileys.” She rants on about, “...it is marked at $16/btl here. So my new alcohol rule is; anything over $15, I will skip the fresh, gimmicky dynamic and go for the top shelf, superior product.”
CONSUMER NAME
SEX
AGE
RESIDES RETAIL DATE
[Shopper] In her thirities Female Local Red X Saturday, January 14th, 2012
consumer research
Feedback
I was in the Cordial aisle studying Adult Chocolate Milk’s product form and it’s placement on the shelf at Red X. A female, about the same age, was near me in the aisle with her arms crossed as she veered down the aisles reading the abundant alcohol selection that Red X carried. Patiently, I approached her with the bottle of Adult Chocolate Milk and asked if she knew anything about the product. RESPONSE Smirking the girl responded,“Oh yeah, I’ve tried that over at my friends house. It’s not really that good, it reminds me of the Yoohoo drink but without the alcohol. It is really creamy tasting.”
07
01Product Tasting TASTEE #1 NAME
SEX
AGE
CAREER RESIDES DATE
TASTEE #2
Ryan 33 years old Male Wine Distribution Owner Crossroads Art District Sunday, January 29th, 2012
FIRST IMPRESSION [smacking his tongue to the roof of his mouth] His expression suggests that he is trying to figure out what Adult Chocolate Milk is… RESPONSE “hahaa…not a fan. This is horrible!” PERSONALITY Go for the top quality liqueur why mess around with the amateur products. Tasting Location @ my loft, Crossroads Art District.
Image of the Product from the Tasting
NAME
SEX
AGE
CAREER RESIDES DATE
Victor 36 years old Male Manager at NoRTH Restaurant Wesport Sunday, January 29th, 2012
FIRST IMPRESSION [while holding his stomach] he mumbles, “I’m afraid of this first drink. ha haa!” RESPONSE “Man, they have this all mixed up. The ingredients are off. All I taste at the end of the drink is pure alcohol.” Victor suggests, “ Maybe have it as a HARD Mocha- due to all the espresso martini drinks people are into these days.” PERSONALITY Loves to entertain at home, ventures out everyone in awhile to a happy hour with friends.
TASTEE #3 NAME
SEX
AGE
CAREER RESIDES DATE
Alex 37 years old Male Bartender at Manifesto Plaza Sunday, January 29th, 2012
FIRST IMPRESSION [in doubt] “ I don’t know, I don’t really drink cream based stuff,” Looking at me in confusion, “Why are we drinking this?” RESPONSE “Augh…not good. I see girls drinking this.” PERSONALITY Experimental with food, wine, and liquor. Enjoys staying in and hanging out with friends.
tasting research
Feedback
08
Fact: The market contains over 300 vodka-based drinks.
BAILEYS IRISH CREAM
CAROLANS IRISH CREAM
CHOCOVINE
competitors research
01 Liqueur Competition The
carolans.ie First Launched in 1979 in the UK Alcohol by Volume 17%
chocovine.com Began in 2009, Region Holland Alcohol by Volume 14%
PLACEMENT in Cordials Aisle
PLACEMENT in Cordials Aisle
PLACEMENT in Cordials Aisle or Wine Section
TASTE Creamy and very smooth Mixes perfectly with coffee
TASTE Mixture of fresh cream, fine Irish spirits and whiskey
TASTE 83% Cream Combine dutch chocolate & red wine
PRICING 375 ml starts at $12 – 750 ml starts at $18
PRICING 750 ml starts at $12 – 1 L starts at $17
PRICING Between $10 - $12
baileys.com Introduced in 1974 in Ireland Alcohol by Volume 17%
3 flavors of Baileys
Packaging for Carolans
3 flavors of Chocovine
09
SHATTO MILK
CAROLANS IRISH CREAM
PLACEMENT Dairy Sections at local Markets
PLACEMENTn the Cold Box at Markets
TASTE Pure, Fresh, and Cold
TASTE Rich Chocolate
PRICING Starts at $4 with $1.50 bottle return
PRICING Starts at $2 for a single bottle
shattomilk.com Began in 2003 in Osborn, Missouri Kid Friendly
Different Flavors of Shatto
drinkyoo-hoo.com Originated in New Jersey in the 1920s Kid Friendly
Vintage Ad of Yoohoo
competitors research
01 Kid Friendly Competition The
10
BAILEYS IRISH CREAM
BAILEYS IRISH CREAM
Shatto Milk
BAILEYS IRISH CREAM
CAROLANS IRISH CREAM
Shatto Milk
Innovative Package Design
Explorative Package Design
Simplistic Package Design
Unique Package Design
Color Identity Package Design
Unique Product Label
competitors research
01 Competition The
11
I began my research development on Saturday, January 14 through Friday, January 20 of 2012.
B
The map locates the liquor retail stores that I visited during my research venture. Please note all stores are within a 10 mile radius. I wanted my research to reflect the inner city of Kansas City and not the suburbs.
Mis
sou
ri R
35
North Kansas City
ive
r
35
169
169
SIDE NOTE: Throughout all of my research, I’ve kept focus with reduce, reuse, and sustain.
35
uri
sso
35
169
Mi
er
Riv
City Market
70
A 70
35
35
Downtown 70 670
670
70 70
Kansas
Missouri
670
Crossroads Art District
Kansas City
35
RETAIL VISITS Midtown
A Cellar + Loft B Red X
D Westport
C Berbiglia Wine + Spirits D Gomer’s
C
Uptown Plaza Country Club
Map of Kansas City, Missouri
environment research
01 Store Visits The
12
CONSIDERATIONS · Environmental Studies · Product Placement · Human Studies · Interaction with the Product · How one Holds the Product
environment research
01
13
environment research
01 Retail Environments The
Cellar + Loft
Red X
Berbiglia SPIRITS
BOUTIQUE ENVIRONMENT
ECLECTIC ENVIRONMENT
TYPICAL LIQUOR ENVIRONMENT
SELLS ADULT CHOCOLATE MILK · Not in high demand at Cellar & Loft · Placed next to Bailey’s on the shelf
SELLS ADULT CHOCOLATE MILK · Shelves Stocked Generously with Product · No one seemed to be Purchasing the Product [Perhaps a seasonal cocktail drink?] · Placed next to Mudslide, T.G.I.Friday’s Frozen Drinks, and other Chocolate Flavored Alcohol
DOES NOT SELL ADULT CHOCOLATE MILK · When I asked if they sold Adult Chocolate Milk, the two employee guys hadn’t heard of it. They thought Chocovine might be similar in taste due the products both contain chocolaty taste. They also commented on how popular Chocovine is in the area.
· Small Space · Conversational · Exclusive Products · Space seemed very Inviting · Hip and Knowledgeable Crowd
CUSTOMER/BUYER RESEARCH · Debi, a regular customer, at Cellar & Loft mentions Adult Chocolate Milk tastes like Baileys. Anything over $15, she would skip the novelty factor and go for the top shelf superior product. · Employee at Cellar & Loft, mentioned they starting carrying the product in Fall 2011. However educated me that “control states” are denying Adult Chocolate Milk to be sold in their state due to the product name and marketing of the product. The states feel the product name and bottle shape is too similar to actual chocolate milk that children drink regularly and could possibly mistaken as a kid chocolate milk.
· Busy Atmosphere · Carries every Liquor Product Imaginable · High Theft · Cameras placed at the end of each aisle · Mixed Crowd
CUSTOMER/BUYER RESEARCH · Random customer at Red X, thought the adult beverage tasted like Yoo Hoo but without the alcohol. · At checkout, I purchased 1 bottle of Adult Chocolate Milk, the employee mentioned that the product must be new and she thought the name made it sound fun.
WINE &
· Mostly focuses on wine & beer · Only customer in the store on a Friday night at 7pm · The shelves as a whole looked empty · Utilized for the Location and Convenience
CUSTOMER/BUYER RESEARCH · Not applicable since they do not carry the product.
Gomer’s INNER CITY PERSONALITY
· Diverse Selections of Products · Has a Wide Selection of Wine, Mixers, Beer · Space has a Fresh Vintage Persona · Diverse Crowd
DOES NOT SELL ADULT CHOCOLATE MILK · The Liquor Rep tasted the Staff on the Product. They thought it taste similar to Baileys · They thought the Bottle looked too Gimmicky CUSTOMER/BUYER RESEARCH · Not applicable since they do not chose to carry the product
14
01 Control States The
Alabama Idaho Iowa [Does not operate retail outlets.] Maine Maryland Michigan [Does not operate retail outlets.] Mississippi [State-contracted liquor stores] Montana [State-contracted liquor stores.] New Hampshire [State-run liquor stores.] North Carolina Oregon Pennsylvania [All liquor stores are run by the state.] Utah Vermont [Liquor stores are state-contracted and licensed] Virginia [All liquor stores are run by the state] Washington West Virginia Wyoming [Does not operate retail outlets] About one-quarter of the United States population lives in control or monopoly states.
No Adult Chocolate Milk
Nashelenas says, “the drink is 40-proof , containing 15% alcohol, and the way it is presented could cause problems.” Nashleanas says, “a young child could mistakenly drink the product thinking it was regular chocolate milk.” The decision by the commission came after the manufacturer appealed the decision of Alcoholic Beverages Division staff and the commissioner that the product should not be sold. Source: radioiowa.com
Source: iowahouserepublicans.com
positioning
The 19 control or monopoly jurisdictions: [2011]
15
01 Packaging Law for Alcohol REFERENCING TTB REGULATION OF ALCOHOL PACKAGING
REFERENCING STRUCTURE OR FORM OF PACKAGING
As I gathered every regulation that pertained to Adult Chocolate Milk, below are a few statements that I highlighted during my research:
Another segment that pertained to Adult Chocolate Milk is listed below:
1.“TTB’s Compliance Laboratory samples alcoholic beverages in the stream of commerce in an effort to identify contaminants and adulterants, and to monitor for accurate alcohol labeling.”
1.“Unconventional packaging is also a concern to TTB because of the potential for misleading consumers as to the nature of the product, thereby resulting in too much unwitting consumption of an alcoholic beverage. For example, in evaluating the sale of alcohol in packages resembling coffee creamers or children’s frozen gelatin confections, TTB stated that the packages either confuse the fact that they contain alcohol beverages or ... otherwise ... encourage alcohol consumption by both eligible and underage consumers, trivialize the dangers associated with inappropriate consumption, or are easily confused with other food products. It should be noted, however, that much of the issue with these products involves the labeling as well.”
2.“With regard to packaging, the FAAA authorizes the TTB to regulate the bottle sizes for alcoholic beverages. Further, the Internal Revenue Code of 1986 authorizes regulations on the kind and size of containers for distilled spirits. According to the TTB, the purpose of the regulations establishing uniform standards of fill for alcoholic beverages is to prevent a proliferation of bottle sizes and shapes which would inevitably result in consumer confusion and deception with regard to the quantity and net contents of the alcohol beverage package.” 3.“There are two aspects to TTB’s regulation of packaging: The first is whether the structure or form of the package raises problems with respect to the bureau carrying out its statutory duties. The second aspect— potentially burdensome for manufacturers of innovative packaging— is whether the composition of the package contemplated for a specific alcohol is an approved type of packaging.” Source: packaginglaw.com
Source: packaginglaw.com
positioning
The
16
01 Reduce, Reuse, Sustain THINK GREEN
Creating the perfect marriage of product and packaging is vital when considering the environment. During my material studies, I will select consumer preferred, resource efficient packaging. I am eliminating and avoiding waste that ends up in landfills. Also, by selecting sustainable materials, this will support the local manufacturers due to reducing the greenhouse gas emissions.
positioning
At the end when the product is on the shelf, I want Adult Chocolate Milk’s new packaging mix to shape the consumers growing environmental awareness and to understand the importance of recycling and how it reduces our carbon footprint.
17
forms labels lids packaging color materials
inspirational
02
GOALS FOR PRODUCT/BOTTLE Utilize a material that fits the criteria of Reduce, Reuse, and Sustain Persona.
18
02
GOALS FOR GRAPHIC LABEL: FSC Certified Paper, Alternative or Tree Free Papers, Eco Friendly Approach
inspirational
forms labels lids packaging color materials
19
02
GOALS FOR PACKAGING: Employ the design intent of Reduce, Reuse, and Sustain while having the diverse ability to utilize the packaging as something else in its second life.
inspirational
forms labels lids packaging color materials
20
02
GOALS FOR LID/CAP: Utilize a lid/cap that helps reserve the product, however at the same time is not convenient for just anyone to get into.
inspirational
forms labels lids packaging color materials
21
02Brainstorming Just
22
02Mind Mapping
not smooth
Alex
brainstorming
Adult Chocolate Milk
23
02 Analysis The
Peer Feedback
Myles states: “Nice work on your research. I appreciate your ability to communicate “the facts” in a short and concise manner. I think as a reader it is easy to follow, and I can understand the scope in progression. It looks like you had a good time with your taste testing and I think the views of your test market align with those of the general public. I am not sure if many would try this on a regular basis. It seems like more of a playful, goofy product that would be purchased as a gift. At any rate, as others have pointed out you cannot change the product but you can change the perception. I am excited to see what tone your packaging and surface graphics will take. I really like your exploration and out of the box ideas for finding a new packaging solution. Is it too expected to explore a regular paper milk carton? I think the creative shape of the existing bottle at least adds some interest and makes it feel more sophisticated, although the graphics and name suggest otherwise.”
Dimitri states: “While I have to be honest and say that your product choice grosses me out, I think you have picked a monster to re-invent and I am excited to see what you can do with this. As a designer, you can’t obviously change the ingredients, but you can “trick” those into thinking that they are good:)
A few details to add in as a result from my research:
So, a couple of things. First, I think you target market is still very detailed, not giving you much room for growth in the market. In my opinion (and being an avid drinker) the longer you drink (over years) the less you find yourself drinking those types of drinks. It just feel like, based on your research that they user would be those that have not been drinking long, possibly a younger crowd, that start to stomach the taste of alcohol diluted with their love for chocolate milk. Your product tasting page was great, I love that you included this. What I also got from this page, was no one liked it and they are around alcohol continually... again, just wondering about your demographic.
One area is at the front portion of the store near an area that many people sit at to taste or sample a product. There will be a few bottles of this product in this area. Having the product in this area will allow the consumers take notice of the new product identity along with it’s new print point of $13/bottle with consideration of a multi pack to encourage the buyer to buy more than just one or two bottles at a time.
I think the marketing on the FB is very misleading when you see the bottle, so maybe you can find out where they really want to go with this product. Your competition was dead on, but you can totally see the difference in the packaging, consumer and marketing styles. Just something to keep in mind. I also found your preliminary research on materials to be a great start for phase 2.” Hiram states: “Good stuff here.I really like your preliminary material exploration options on page 21, lots of fun and clever designs. Looking forward to seeing what you come up with.”
Adult Chocolate Milk will be placed in boutique retail wine environment, called Cellar + Loft in the Rivermarket area of Kansas City, MO. The product placement will be in two areas within the store.
The next area for the product placement is at the back portion of the store where all of the products are placed on shelves. The product will be placed on the 3rd shelf from the top. Each shelf is placed with 14" increments.
analysis
Marvin states: “This is very successful here. Your PB is well organized and cohesive. You have captured all of the necessary sections to help you move forward into your next steps. I personally love your product tasting section with the illustrations. The process book as whole is very engaging and easy to follow. The map you included in your book gives a nice feel on the areal and positioning of the product. Awesome work Jamie and I look forward to your next development.”
Moving Forward
24
03 Thumbnails
03 Thumbnails
03 Thumbnails
03 Thumbnails
03 Thumbnails
03 Mock Up
Prelim Mock Up
height 10"
hei gh t2 "
Structural
widt h 3.2 5"
DESIGN INTENT
This concept utilizes sustainable material that creates a sufficient form to benefit the environment. Also the functionality of the product is practical for the consumer to carry by the handles while they continue to shop the store. This also benefits the clerk so they do not have bag the product so it can be carried out.
03 Mock Up Structural
Ergonomic Grip
Cocktail Glass "The crate seems a bit cliche... wondering if you can’t think of anything that is a simplistic, contemporary cardboard piece that is also the shipping container?" –Dimitri
Closed View [Significant for Shipping] Remove to place on shelf. [Perforated]
Responsive form, takes in consideration on how consumer handles the container.
Dividers
Handle
Bulky form, hard to grasp with one hand, the base is 4 inches deep.
This concept focuses solely on convenience, flexibility, and a simple approach for the consumer. The package creation holds 3 products that come with an easy access cocktail glass. This is perfect for those summer days by the pool. The package provides durable handles to allow the buyer to carry the product home without utilizing a retailer bag. The package comes equipped with perforated front and top panels to allow the associate pop off and place on the shelf.
Height 12"
DESIGN INTENT
Width 2
.75"
Placeholder for Graphics
Shelf View
03 Mock Up Structural
[2] 500ml
depth 5" Single Bottle shown; to exemplify the overall form out of the package.
height 5"
dia 3.5"
Package
height 8"
This concept utilizes recycled aluminum bottles that are painted white. They are housed in an ‘On the Go’ white corrugated package that allows the buyer to carry to gatherings and has the opportunity to use as an afterlife form either for a flower box, collection box, or for condiments. The front panel graphics exemplify the bottle forms that are consistent with the existing forms. The idea on this is not allow the structural package provide a barrier or disconnect the message to the buyer.
Single Bottle
DESIGN INTENT
Afterlife
Influence
Handle
width 9.5"
03 Studies Material
SUGARCANE BAGASSE MOLDED PULP PAPER It is coated inside with sugarcane lignin and printed with vegetable based inks, all based on food safe materials. Bagasse is an annually renewable plant resource and is compostable and recyclable. This packaging solution does not rely on oil extraction and also minimizes green house gas emissions. This new molded pulp milk packaging solution could be an eco-friendly vision of the future.
SOY INK Soy ink reduces the environmental burden in the printing industry. As soybeans grow they temporarily remove damaging carbon dioxide from the atmosphere. Soy ink is naturally low in VOCs and its usage reduces emissions causing air pollution. Qualities; delivers high quality prints compared to petroleum-based ink, shows a greater rub resistance, and is cost effective.
RECYCLED KRAFT CONTAINERS Kraft paper is a type of paper manufactured from wood pulp. It is very cost efficient due to its recyclability. The containers/boxes are eco-friendly due to being made from recycled materials; they are renewable and can be used for many years.make the boxes safe and easy to carry.
ALUMINUM ECOFRIENDLY In 60 days a can is recycled, turned into a new can, and back on store shelves. Aluminum is a sustainable metal, can be recycled over, and over again. The aluminum can is the most valuable container to recycle and is the most recycled consumer product in the U.S. today.
TETRA PAK SUSTAINABLE PACKAGING Tetra Pak is beneficial, safe, and healthy. It meets the market criteria for performance and cost. The sustainable packaging is physically designed to optimize materials and energy. Last, it takes global responsibility for the forests that provides its raw material.
CORRUGATED BOARD Corrugated material is a complete, high performance material design, manufacturing and delivery system. It is made from recycled material and 100% recyclable. It’s low cost packaging solution, durable, and can withstand any shipping pressures.
03 3D Studies Material
A
B
C
MATERIAL A
Sugarcane Bagasse
B
Recycled Kraft Container
D
E
MATERIAL C
Natural Corrugated Board [Shell] Tetra Pak [Container] Recyclable Glass [Cocktail Glass]
D
White Kraft Container/Board [Shell] Tetra Pak [Container] Recyclable Glass [Cocktail Glass]
MATERIAL E
White Corrugated Board [Shell] White Aluminum [Bottle]
MOOD BOARD
03
03 Color Studies Female + Male
TURQUOISE
HONEY GOLD
joyful, clear, and clean
Classic and Elegant
CMYK RGB HEX
CMYK RGB HEX
71/0/59/0 58/186/143 # 3ABA8F
15-1142
563 TANGERINE TANGO
PALE GREY
CMYK RGB
CMYK RGB HEX
Eternal Practical Gray
spirited reddish orange with energy boost
17-1463
0/82/80/0 226/73/47
7485
a twist on a classic navy
Offers a bit of escapism
CMYK RGB HEX
CMYK RGB HEX
89/58/47/29 32/80/95 # 20505f
7471
172
simplistic and classy
Reflects passion and enthusiasm
CMYK RGB HEX
CMYK RGB HEX
0/0/0/0 255/255/255 # ffffff
Chili Pepper
optimistic and original
Hot and spicy
CMYK RGB HEX
CMYK RGB HEX
0/9/9100/0 254/222/0 #ffe712
471
21/76/100/10 182/85/24 # b65518
WARM RED
LIGHT MUTED BLUE
purity, joy, and celebration
Relaxed and Calm Impression
CMYK RGB HEX
CMYK RGB HEX
0/86/97/0 246/74/36 #fe4819
DARK BROWN
timeless and elegant
4625
173
5/93/100/1 277/51/1 # e33301
BUFF YELLOW
CMYK RGB HEX
52/70/82/70 59/34/13 #3b220d
564
MALE USER
FEMALE USER
803
46/0/21/0 123/22/216 # 7bddd8
ORANGE RED
WHITE
White
9/7/20/0 230/227/205 # e6e3cd
PALE BLUE
TWILIGHT BLUE
7477
13/31/84/1 223/175/74 # dfaf4a
41/4/25/0 151/204/196 # 97cc4
DARK BLUES
Reliability and Professional
5477
CMYK RGB HEX
75/48/59/30 63/92/87 # 466a6c
03 Studies Typeface
Ubuntu Font Family
DESIGNED BY RELEASE DATE FORMAT
Dalton Maag
October 2010 Truetype/OpenType
REGULAR
The quick brown fox jumps over the lazy dog. MEDIUM
The Ubuntu typeface has been specially created to complement the Ubuntu tone of voice. It has a contemporary style and contains characteristics unique to the Ubuntu brand that convey a precise, reliable and free attitude.
ABCDEFGHIJKLMNOPQR STUV W X Y Z 0123456789 LIGHT
abcdefghijklmnopqr stuvwxyz 0123456789 USAGE
Display Type
25 pt
Adult Chocolate Milk Adult Chocolate Milk Adult Chocolate Milk Adult Chocolate Milk
03 Studies Typeface
DIN 30640
NEUZEIT GROTESK LIGHT
DESIGNED BY Johannes Erler, Albert-Jan Pool RELEASE DATE 1925 CLASSIFICATION Sans Serif, Grotesque
DIN refers to the Deutsche Industrie-Norm, the German Industrial Standard. Utilized for numerous usages, this typeface is commonly known for its appearance on road signs and license plates in what was formerly West Germany. Typical use: signage, posters, and display work that radiates a neo-1990s look. USAGE
Display Type
ABCDEFGHIJKLMNOPQR STUVWXYZ 0123456789 NEUZEIT GROTESK BOLD COND
abcdefghijklmnopqrstuvwxyz 0123456789 25 pt
Adult Chocolate Milk Adult Chocolate Milk REGULAR
RANGER
ABCDEFGHiJKLMN OPQRSTUVWXYZ
DESIGNED BY Evan Huwa RELEASE DATE 2010 CLASSIFICATION Sans Serif
Designer, illustrator and typographer Evan Huwa creates Colorado native with roots in the dairy business. Available in uppercase only. USAGE
Display Type
Adult Chocolate Milk
25 pt
ABCDEFGHiJKLMNOP QRStUVWXYZ
03 Studies Typeface
AVANT GARDE
MEDIUM
DESIGNED BY Herb Lubalin & Tom Carnase RELEASE DATE 1970 CLASSIFICATION Neo Grotesque Sans Serif
Lubalin created a geometric display face, which was originally designed as a logo for their magazine. Later they transformed the idea into a full-fledged typeface. Today, the face retains some of the flavor of the late sixties/early seventies. USAGE
Display Type
ABCDEFGHIJKLMNOPQR STUVWXYZ 1234567890 MEDIUM
abcdefghijklmnopqr stuvwxyz 1234567890 25 pt
Adult Chocolate Milk
HELVETICA
REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
DESIGNED BY Max Miedinger RELEASE DATE 1957 CLASSIFICATION Sans serif
CONDENSED
Helvetica is an all-purpose type design that can deliver practically any message clearly and efficiently. USAGE
Body Copy
abcdefghijklmnopqrstuvwxyz 1234567890 LIGHT CONDENSED
abcdefghijklmnopqrstuvwxyz 1234567890 10 pt
The quick brown fox jumps over the lazy dog.The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog.
03 Studies
Graphic Label
03 Studies
Graphic Label
ADULT ADULT M
chocolate I L
chocolate
K M
ADULT
M
I
I
L
L
K
K
ADULT
ADULT
chocolate
chocolate
M
I
L
K
M
I
L
ADULT chocolate
K
M
I
L
MILK
MILK
ADULT Chocolate Milk
C H OCOL ATE milk L I QU EU R
K
03 Studies
Graphic Label
"The problem I have with it is that I am seeing "cola" over chocolate. Tha may just need to be tweaked a bit to pull it off. I would also consider a chocolate color instead of black." -Professor Abadie
"I love the use of the word chocolate integrated with adult and milk. I agree with Prof. Abadie, I see cola too, so maybe some contrast correction could eliminate this? Also, I don't know how effective it will be to have the type bend onto panel A." –Dimitri
Concept 1a
[A] Front Panel Graphic Study
DESIGN INTENT
This concept utilizes sustainable material that creates a sufficient form to benefit the environment. Also the functionality of the product is practical for the consumer to carry by the handles while they continue to shop the store. This also benefits the clerk so they do not have bag the product so it can be carried out.
ADULT
MATERIAL
Sugarcane Bagasse
ADULT
COLOR [PMS] 4625
0803
5477
17-1463
0172
0563
7485
7471
CHOCOL ATE milk L IQUEUR
15-1142
TYPEFACE
Ubuntu Font Family The final will include other 2 panels which will include barcodes, country of origin, nutritional information, weight, etc.
PRELIM FRONT PANEL
PLEASE NOTE
Scale: 1/2" =1'-0"
chocolate M
I
L
K
Concept 1b
[B] Front Panel Graphic Study
DESIGN INTENT
This concept utilizes sustainable material that creates a sufficient form to benefit the environment. Also the functionality of the product is practical for the consumer to carry by the handles while they continue to shop the store. This also benefits the clerk so they do not have bag the product so it can be carried out.
ADULT
MATERIAL
Recycled Kraft Container
chocolate
ADULT
M
COLOR [PMS]
I
C HOCOL ATE mil k LI QUEU R
5477
4625
7485
17-1463
15-1142
0564
TYPEFACE
Ubuntu Font Family "...I still think there might be something missing to make it perfect but not sure what that is. Perhaps adding a texture to the background or the type, not sure. Of all the designs, I like the last ones, especially the angled ones." -Hiram
PRELIM FRONT PANEL
DIRECTIONAL FEEDBACK
Scale: 1/2" =1'-0"
L
K
Concept 2a
MILK
[C] Front Panel Graphic Study
DESIGN INTENT
This concept focuses solely on convenience, flexibility, and a simple approach for the consumer. The package creation holds 3 products that come with an easy access cocktail glass. This is perfect for those summer days by the pool. The package provides durable handles to allow the buyer to carry the product home without utilizing a retailer bag. The package comes equipped with perforated front and top panels to allow the associate pop off and place on the shelf.
MATERIAL
COLOR [PMS] 4625
17-1463
0564
TYPEFACE
DIN 30640 DIRECTIONAL FEEDBACK
Ok, so the image on page 45 is the most impactful for me. I love the use of the word chocolate integrated with adult and milk. I agree with Prof. Abadie, I see cola too, so maybe some contrast correction could eliminate this? Also, I don't know how effective it will be to have the type bend onto panel A. Why not have it just touch the curve of the container? this way you get the "T" in chocolate..." -Dimitri
PRELIM FRONT + SIDEP ANELS
MI
LK
Natural Corrugated Board [Shell] Tetra Pak [Container] Thin Recyclable Glass [Covers the Top Carton]
Scale: 1/2" =1'-0"
Concept 2b MILK
[D] Front Panel Graphic Study
DESIGN INTENT
MI
LK
MI
LK
This concept focuses solely on convenience, flexibility, and a simple approach for the consumer. The package creation holds 3 products that come with an easy access cocktail glass. This is perfect for those summer days by the pool. The package provides durable handles to allow the buyer to carry the product home without utilizing a retailer bag. The package comes equipped with perforated front and top panels to allow the associate pop off and place on the shelf.
MATERIAL
MI
LK
White Kraft Container/Board [Shell] Tetra Pak [Container] Thin Recyclable Glass [Covers the Top Carton]
4625
17-1463
0564
7485
TYPEFACE
DIN 30640
PRELIM FRONT + SIDEP ANELS
COLOR [PMS]
Scale: 1/2" =1'-0"
Concept 3a
[E] Front Panel Graphic Study
DESIGN INTENT
MATERIAL
A
B
C
D
MILK
This concept utilizes recycled aluminum bottles that are painted white. They are housed in an ‘On the Go’ white corrugated package that allows the buyer to carry to gatherings and has the opportunity to use as an afterlife form either for a flower box, collection box, or for condiments. The front panel graphics exemplify the bottle forms that are consistent with the existing forms. The idea on this is not allow the structural package provide a barrier or disconnect the message to the buyer.
White Corrugated Board [Shell] White Aluminum [Bottle]
ADULT
DIRECTIONAL FEEDBACK
"The problem I have with it is that I am seeing 'cola' over chocolate. That may just need to be tweaked a bit to pull it off." -Professor Abadie
COLOR [PMS]
COLOR [PMS]
17-1463
17-1463
5477
17-1463
4625
4625
7471
15-1142
564
TYPEFACE
DIN 30640
TYPEFACE
Ubuntu
COLOR [PMS]
COLOR [PMS] White
17-1463 White
TYPEFACE
TYPEFACE
RANGER DIN 30640
RANGER DIN 30640
564
03 Feedback Retailer RETAIL
ATMOSPHERE EMPLOYEE DATE
Cellar + Loft Boutique Liquor Buyer Saturday, February 18, 2012
RESPONSE
At first, I shared my Concept 2, the 3 pack, with him. He liked this idea a lot due to it being available in multiples of 3’s. I guess typically retailers like it when things are shipped in 3, 6, or 12 packs; it is easier for them when doing the inventory count and people tend to purchase things better in bulks of 3’s for some reason. He also commented about how the Tetra Pak material is highly favorable these last couple of years due to its diversity and durability. Apparently, some tend to purchase Tetra Pak products for picnics or tail gating events due to its ease of recycling. In regards to the graphics, he really didn’t seem to have a favorite amongst the two designs for Concept 2. Last, I asked about the price point being around $33 for 3 bottles. He mentioned this seems practical, due to the shipping in bulks of 3, the Tetra Pak being not as heavy as glass, and not having to use the stores retail bag for the buyer to carry the product out of the store. On another note, I showed him Concept 1 and 3. Concept 1, he felt was okay, but again mentioned how Concept 2 really seemed to hit the mark. Concept 3, he liked but commented it would be better if in a 3 or 6 pack. Last I verified the products dimensions to make sure it would work on the retail shelf.
Consumer 1 NAME
SEX
AGE
CAREER
Craig 37 years old Male Senior Account Executive at Saepio
Consumer 2 NAME
SEX
AGE
CAREER
Jim 38 years old Male Senior Art Director
PERSONALITY
PERSONALITY
RESPONSE
RESPONSE
First, I started with Concept 2; in which he liked the convenience of buying multiples and the carrier they came in. He chuckled how the carton came with its own drinking glass and mentioned how awesome it was due to the convenience factor.
So I brought a bottle for him to try out while I explained Concept 2 to him. As he looked at the graphics and the relationship of them to the container that housed the 3 bottles; he commented how the beginning part of the name was cut off when in the package. He suggested the graphics read from top to bottom. This way he understood what he was purchasing. Visually he liked the fresh look Concept 2 portrayed compared to the dark color palettes that Baileys and Chocovine provide. He also liked the ergonomic detail that I provided for one to utilize when pouring.
Craig is very keen on trying new products that are fresh out on the market. He loves to entertain at home. In the summertime, he prefers drinking in the afternoon in his pool with friends. His favorite color this year is turquoise. Last, his attire is very sharp per the high profile brands that he supports.
I showed my friend, Craig, the 3 concepts. Craig is a huge fan of Adult Chocolate Milk and has been purchasing the product for the past year.
Next, I shared Concept 1 with him. He didn’t seem to provide too much of a reaction about it. He mentioned how he liked the first concept better. Last, he seemed to really like Concept 3 too. He provided a unique idea about how it would be really cool if it serve as a mini poolside cooler. With this thought in mind, this would entail providing a liner inside the corrugate which is definitely possible. Graphics, he mentioned how he liked both of the graphics for Concept 2. He didn’t mention why or anything but liked how they were vertical and/or diagonal.
Jim is a very energetic person who loves to try new and different types of liqueur. Jim ventures out to about 2 happy hours a month. He is very passionate about design details and when executed at an exceptional level. He lives downtown in the a loft in the river market.
I shared the 3 concepts with my coworker Jim. Jim enjoys Baileys, Chocovine, and was curious on how Adult Chocolate Milk tastes.
In regards to the other 2 concepts, he liked Concept 1 and 3. I shared with him Craig’s idea about Concept 3 being a small cooler to house the aluminum bottles next to the poolside. He smiled and thought it was a very clever, fun idea. Last, he was in favor of the price point and mentioned how it was less than Baileys pricing.
03 Analysis After gathering the feedback and insights that I received from the retailer and two consumers, I am able to realign my thoughts and how I need to proceed with revising the product and package. Per the feedback from the retailer, the buyer liked Concept 2 the best due to the 3 pack carrier and how it supported his shipping method. Liked the utilization of the Tetra Pak material and how it’s a huge fan amongst the consumers. Mentioned the price point of $33 for 3 bottles was feasible and last liked the carrier due to lowering the bag expense at check out. Next, Craig liked Concept 2 the best but also seemed to like Concept 3. For Concept 2, he mentioned he was in favor of buying multiples at a time, like the drinking glass that covered the top portion of the carton, and like the vertical and diagonal graphics. What he liked about Concept 3, was per his suggestion about the having the container be a mini cooler for one at their poolside.
Last, Jim was in favor of Concept 2 also. He did provide some suggestions on providing better visual graphics for the consumer. He liked the fresh color palette compared to Baileys and Chocovine palette. He also mentioned he like the price point and how it was less than Baileys. As noted, it looks like all were in favor of Concept 2. So my next steps are to revise the graphics per Jim’s suggestion and to see if the package could serve as a possible container of some sort at the poolside.
04 Graphic Panels Exemplified are the graphic panel dielines for the container. The line drawings are at full scale.
20% ALC/VOL 40 PROOF
CONTAINS CERTIFIED COLOR AND CARAMEL COLOR.
[B] [C]
diecut
GOVERNMENT WARNING: (1) ACCORDING TO THE SURGEON GENERAL, WOMEN SHOULD NOT DRINK ALCOHOLIC BEVERAGES DURING PREGNANCY BECAUSE OF THE RISK OF BIRTH DEFECTS.
diecut
(2) CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY TO DRIVE A CAR OR OPERATE MACHINERY, AND MAY CAUSE HEALTH PROBLEMS.
[A]
MILK
MILK
[C]
[B] PRODUCED & BOTTLED BY ADULT BEVERAGE COMPANY TEMPERANCE, MI 48182 DSP-MI-15002
[A]
750 ml
[A]
20% Alcohol
2.75" wide x 9" high
750 ml
[B] 2.25" wide x 9" high
[C]
20% Alcohol
2.75" wide x 9" high
MILK
MILK
MILK
Not to Scale
[E] Top Panel [Perforated] 8.5" wide x 2.75" high
[D] Front Panel [Perforated] 8.5" wide x 9" high 20% Alcohol
MILK
MILK
750 ml
[E]
20% Alcohol
Exemplified are the graphic panel dielines for the package. The line drawings are drawn at full scale.
750 ml
PRODUCED & BOTTLED BY ADULT BEVERAGE COMPANY TEMPERANCE, MI 48182 DSP-MI-15002
(2) CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY TO DRIVE A CAR OR OPERATE MACHINERY, AND MAY CAUSE HEALTH PROBLEMS.
GOVERNMENT WARNING: (1) ACCORDING TO THE SURGEON GENERAL, WOMEN SHOULD NOT DRINK ALCOHOLIC BEVERAGES DURING PREGNANCY BECAUSE OF THE RISK OF BIRTH DEFECTS.
CONTAINS CERTIFIED COLOR AND CARAMEL COLOR.
20% ALC/VOL 40 PROOF
04 Graphic Panels [D]
Please Note: The dielines are rotated 90 degrees due to need to fit on 11 x 17 layout.
04 Graphic Panels Exemplified are the graphic panel dielines for the package. The line drawings are drawn at full scale.
MILK
[G]
MILK
MILK
[F]
[H]
[F]
2.75" wide x 3" high
[G]
2.75" wide x 3" high
[H]
2.75" wide x 3" high
04 Final Form
04 Final Form
Final Words
Concluding onto the next phase with the product, Adult Chocolate Milk, I plan to create an Exhibit Display. The overall floor plan will be 10 feet by 10 feet. The overall personality of the exhibit will be consistent to the mood board and other inspirational imagery that I gathered during this phase of the project.
CORDIALS
LIQUEUR
$18/btl
$18/btl
$18/btl
$18/btl
e
ChocoVine
coVin
Comes in 3 pack. Perfect for day drinking or hanging out with friendins
$
33
Cho 00
Comes in 3 pack. Perfect for day drinking or hanging out with friendins
$
33
00
Comes in 3 pack. Perfect for day drinking or hanging out with friendins
$
33 00
Comes in 3 pack. Perfect for day drinking or hanging out with friendins
$
33 00
Comes in 3 pack. Perfect for day drinking or hanging out with friendins
$
33 00
ChocoVine Comes in 3 pack. Perfect for day drinking or hanging out with friendins
$
33 00
Comes in 3 pack. Perfect for day drinking or hanging out with friendins
$
33 00
Comes in 3 pack. Perfect for day drinking or hanging out with friendins
$
33 00
Comes in 3 pack. Perfect for day drinking or hanging out with friendins
$
33 00
Comes in 3 pack. Perfect for day drinking or hanging out with friendins
$
33
ChocoVine
00
Retail Environment
copyright Š 2012 jamie turpin
In regards to meeting the overall intent and personal expectation for this project, I am satisfied with the end results. During the process, I was indecisive on the products identity, but looking at the overall personality and form of this product I am happy with the final identity selection. The 3D renderings were created in Sketch Up and were very fun to experiment with. Overall, I feel I met my personal expectations via the details, studies, and illustrations.
jamie turpin . portfolio design . adult chocolate milk
MILK exhibit design
PROMOTION DESIGN DESIGN PROCESS Creative Brief Research Inspiration Mood Board Thumbnails Branding Guidelines Concepts Feedback Studies Mock Up Final Graphics Final 3D
CREATIVE BRIEF
DEMOGRAPHICS FROM SXSW 2011
KEY OBJECTIVE The Brand’s Key Objective is to provide an emotional connection with the target audience while developing a platform that is consistent with Adult Chocolate Milk’s brand and personality. The intent of Adult Chocolate Milk’s exhibit is to direct the audience to the space, graphically capture their attention, and educate them on the product. TARGET AUDIENCE We are Communicating the Message to consumers that annually attend the South by Southwest; Music & Independent Film Festival in Austin, Texas. The common audience is male and female who range in age from 20’s to late 40’s. Obviously they have a passion for great music and supporting the independent films.
PROFESSION
MESSAGE The Message needs to convey graphics that connect with the target audience that generates strong emotion to the product and the brand. Also provide an open and inviting space to increase effectiveness and employ sustainable materials throughout the exhibit. IDENTITY Need to employ Adult Chocolate Milk’s branding guidelines. Visually support the brands personality and tone. DEFINE PROJECT INTENT Expressively exemplify Adult Chocolate Milk’s innovative product in an exhibit display that utilizes sustainable materials, create graphics that emotionally connect with the target audience, and provide consistency with the brand and personality.
AGE
Under 21 1% 21- 30 31% 31-40 40% 41-50 19% 51+ 9%
INCOME
Under $18,000 $18- 35,000 $35- 55,000 $55- 85,000 $85- 150,000 $150,000 +
04% 07% 13% 19% 31% 26%
SEX
Female & Male
GEOGRAPHIC BREAKDOWN
Tradeshow exhibit display location: South by Southwest; Music & Independent Film Festival in Austin, Texas.
Target Audience
Sourced from: South by Southwest Website sxsw.com
RESEARCH
TRADESHOW DETAILS What is the SXSW® Trade Show? • A four day business exhibition spanning all three conferences (Interactive, Film and Music). • Admission to the SXSW Trade Show is open to all SXSW badge holders and all SXSW Showcasing artist wristbands. Who should exhibit at the SXSW Trade Show? • Start-ups, established brands, and everything in between. • Labels, distributors, merchandise companies, studios, film/music/ technology universities, talent and marketing agencies, festivals, related non-profits, associations, commissions. • Software and hardware manufacturers, social media solutions, infrastructure and hosting providers, SEO and marketing services. • Media outlets
Hours of Operation • Monday, March 12 – 11:00 ‐ 6:00 PM • Tuesday, March 13 – 11:00 ‐ 6:00 PM • Wednesday, March 14 – 11:00 ‐ 6:00 PM • Thursday, March 15 – 11:00 ‐ 4:00 PM Location • Exhibit Halls 3 & 4 on the first floor of the Austin Convention Center
The Austin Convention Center is a LEED® Gold certified building.
2011 SXSW Conference SXSW is at the Austin Texas Convention Center.
RESEARCH BOOTH DETAILS
Linear Booths Linear Booths, also called “in-line” booths, are generally arranged in a straight line and have neighboring exhibitors on their immediate right and left, leaving only one side exposed to the aisle. Dimensions For purposes of consistency and ease of layout and/or reconfiguration, floor plan design in increments of 10ft (3.05m) has become the de facto standard in the United States. Therefore, unless constricted by space or other limitations, Linear Booths are most commonly 10ft (3.05m) wide and 10ft (3.05m) deep, i.e. 10ft by 10ft (3.05m by 3.05m). A maximum back wall height limitation of 8ft (2.44m) is generally specified. Use of Space Regardless of the number of Linear Booths utilized, e.g. 10ft by 20ft (3.05m by 6.10m), 10ft by 30ft (3.05m by 9.14m), 10ft by 40ft (3.05m by12.19m), etc. Display materials should be arranged in such a manner so as not to obstruct sight lines of neighboring exhibitors. The maximum height of 8ft (2.44m) is allowed only in the rear half of the booth space, with a 4ft (1.22m) height restriction imposed on all materials in the remaining space forward to the aisle. (See Line-of-Sight exception on page 8.) Note: When three or more Linear Booths are used in combination as a single exhibit space, the 4ft (1.22m) height limitation is applied only to that portion of exhibit space which is within 10ft (3.05m) of an adjoining booth.
Sourced from: IAEE’s Guidelines for Display Rules and Regulations
RESEARCH BOOTH DETAILS
Canopies and Ceilings Canopies, including ceilings, umbrellas and canopy frames, can be either decorative or functional (such as to shade computer monitors from ambient light or to allow for hanging products). Canopies for Linear or Perimeter Booths should comply with Line-of-Sight requirements. (See “Use of Space” for Linear or Perimeter Booths). The bottom of the canopy should not be lower than 7ft (2.13m) from the floor within 5ft of any aisle. Canopy supports should be no wider than three inches 3in (.08m). This applies to any booth configuration that has a sight line restriction, such as Linear Booth. Fire and safety regulations in many facilities strictly govern the use of canopies, ceilings, and other similar coverings. Check with the appropriate local agencies prior to determining specific exhibition rules. Hanging Signs & Graphics Most exhibition rules allow for hanging signs and graphics in all standard Peninsula and Island Booths, usually to a maximum height range of 16ft to 20ft (4.88m to 6.10m) from the top of the sign. End-cap Booths do not qualify for hanging signs and graphics. The distance is measured from the floor to the top of the sign. Whether suspended from above, or supported from below, they should comply with all ordinary use-of-space requirements. For example, the highest point of any sign should not exceed the maximum allowable height for the booth type. Hanging Signs and Graphics should be set back 10ft (3.05m) from adjacent booths and be directly over contracted space only. Approval for the use of Hanging Signs and Graphics, at any height, should be received from the exhibition organizer at least 60 days prior to installation. Variances may be issued at the exhibition management’s discretion. Drawings should be available for inspection.
Sourced from: IAEE’s Guidelines for Display Rules and Regulations
Towers A Tower is a free-standing exhibit component separate from the main exhibit fixture. The height restriction is the same as that which applies to the appropriate exhibit space configuration being used. Towers in excess of 8ft (2.44m) should have drawings available for inspection. Fire and safety regulations in many facilities strictly govern the use of towers. A building permit or safety lines may be required. Lighting Exhibitors should adhere to the following suggested minimum guidelines when determining booth lighting: • No lighting, fixtures, lighting trusses, or overhead lighting are allowed outside the boundaries of the exhibit space. Exhibitors intending to use hanging light systems should submit drawings to exhibition management for approval. • Lighting, including gobos, should be directed to the inner confines of the booth space. Lighting should not project onto other exhibits or exhibition aisles. • Lighting which is potentially harmful, such as lasers or ultraviolet lighting, should comply with facility rules and be approved in writing by exhibition management. • Lighting that spins, rotates, pulsates, and other specialized lighting effects should be in good taste and not interfere with neighboring exhibitors or otherwise detract from the general atmosphere of the event. • Currently, some convention facilities are not allowing quartz halogen lighting fixtures in exhibits due to potential fire hazards. Check with exhibition management. • Reduced lighting for theater areas should be approved by the exhibition organizer, the utility provider, and the exhibit facility.
Environmental Responsibility Exhibitions, by their very nature, create waste. Properly managed, exhibitions can recycle excess materials and supplies in useful and meaningful ways, and they can do so using methods that result in minimized impact on the environment. Exhibits should utilize recycled, renewable and energy efficient materials whenever possible.
RESEARCH
2011 SXSW TRADESHOW BOOTHS
RESEARCH
RESEARCH
INSPIRATION
INSPIRATION
MOOD BOARD
THUMBNAILS
4’H side panels cable fabric system 8’H center piece 1- seating area 2- photo area 3- table area 4- interaction/shelving area product will be displayed here
she lvin are g a
Floor Graphics- utilizing recycled rubber/vinyl flooring
ting sea a are
8’-0”
Location: Corner Booth
Center Piece
THUMBNAILS
THUMBNAILS
THUMBNAILS
BRANDING GUIDELINES
Core Palette
DEFINE PROJECT INTENT Expressively exemplify Adult Chocolate Milk’s innovative product in an exhibit display that utilizes sustainable materials, create graphics that emotionally connect with the target audience, and provide consistency with the brand and personality guidelines.
PANTONE® 4625
PANTONE® 17-1463
PANTONE® 564
DIN 30640
PANTONE® 15-1142
DESIGNED BY Johannes Erler, Albert-Jan Pool RELEASE DATE 1925 CLASSIFICATION Sans Serif, Grotesque NEUZEIT GROTESK LIGHT
MILK
PANTONE® 563
PANTONE® 7477
PANTONE® 564803
ABCDEFGHIJKLMNOPQR STUVWXYZ 0123456789
PANTONE® 172
NEUZEIT GROTESK BOLD COND
25 pt
PANTONE® 7485
PANTONE® 7471
PANTONE® 173
PANTONE® 54477
Typeface
Secondary Palette
Logo Type
MILK
ab c d e f g h i j k l m n o p q rs t u v w x y z 0 12 3 4 5 6 7 8 9
Adult Chocolate Milk Adu lt C ho co la t e M ilk
CONCEPT 1
Directional Feedack
Palette
ECO FRIENDLY
“The stools could work...just don’t make it too comfy that people will hang out. You want to have enough people cycle through your booth and taste this new product. I don’t know if that type of venue would allow for sales but I am not sure anyone would want to carry a “three pack” with them while in a concert/conference.” — Professor Abadie
CONCEPT 2
Directional Feedack
Palette
ECO MODERN
“It looks great so far! I know that traditional high boys or high top tables may not be what your looking for in terms of modern furniture, but you might be able to personalize it more with a unique fabric or linen? Maybe something that ties in the colors of the Adult Chocolate Milk brand... They just seem to encourage quick tasting/interacting spaces for 3 to 4 people... I am looking forward to seeing the pieces you select for your booth as you have many great ideas in your process!” —Myles Bosack
CONCEPT 3
Directional Feedack
Palette
ECO VISUAL
“The modularity that you are incorporating into this is great. Most of the pieces you have chosen remind of the milk carton, when broken down or crushed. This is a great reiteration of the container shape! Overall, I think this has come a long way and you have provided some great initial studies. Make it easier on yourself too, by looking at companies that sell supplies to trade exhibition designers. There are a lot of great finds that may sway your assembly into a different (and easier ) direction.” — Dimitri Koumbis
DIRECTIONAL FEEDBACK Dimitri Koumbis: “I am moving toward concept 1. This allows the best circulation in the tight space and seems that it will showcase the product best. I see how you are trying to create interest and pause points in the others, but after some feedback provided by Prof. Abadie, I think she is right in her suggestion to all the most amount of people to be in the space at one time. What I like about concept 1 is that it is right to the point. Get in, get the info and get out.” Marvin Eans: “I think I am also in agreement with Dimitri. Where all of your concepts offer great solutions, I think concept one is the most practical. The space allowed for viewers is very important and your concept 1 solutions takes into consideration on a nicer scale of the traffic flow.” My Dialogue Back To Dimitri & Marvin: “Does the over scaled Adult Chocolate Milk display, in Concept 1, feel too gimmicky?” Dimitri Koumbis: “I don’t think so. I think it is a great eye catcher. Reminds me of the Tom’s display I posted a while back...This is such a unique product, you can do anything you want!” Myles Bosack: “I like it too! I think it is very appropriate for a new product launch... especially one that has clean lines like yours that will translate to a nice display. Good luck! I know time is running out!”
MOVING FORWARD Per the peer feedback that I received, I am moving forward with Concept 1. I plan to incorporate as much sustainable material and products as possible. Utilize LED lighting to pinpoint and highlight the most important graphic panels to help attract the audience at the venue. The marketing material, which will be provided at the event, will communicate our social media information so the audience can stay in the loop and follow Adult Chocolate Milk. All communicational pieces will be printed on VOC inks and eco materials. Overall, there will be an emotional connection employing simplicity, bold visual graphics, and eco friendly materials to attract the target customers so they can relate to the setting.
MATERIAL STUDIES
A
B
E
C
F
D
G
H
Legend
I
J
K
L
M
A B C D E F G H I J K L M
Re-Board Eco-friendly PP Corrugated Sheets Corrugated Board 3 Form Green Printing w/ Soy Ink Recycled Aluminum Sheets Cable Suspension LED Wallwashers Brochure/Literature Holders [mount] Brochure/Literature Holders [mobile] Floor Standing Display Cable Displays Cable Lighting
MATERIAL STUDIES
Re-board Re-board is a lightweight paper based sandwichboard, with a unique structure of corrugated board cells with several layers of special liners. Re-board Can Form Curved Shapes With the right tools and know-how, almost any shape can be created with Re-board.
Marketing Communication and Flexibility No waste, no storage, no loading/unloading. Light material – low physical strength required. Easy to set up – store employees can do the assembly. Sourced from: Re-board’s Website http://designforce.se
Product Samples
Re-board is Environmentally Friendly Can be recycled like regular paper. No harmful products are used in the manufacturing process. Decreases the use of raw material with 80% compared with solid boards such as chipboards. Energy efficient production. Low weight decreases CO2-emissions from transportation.
FURNITURE
3D FORM MOCK UP Form Study Exemplified are the 3D forms that create the overall tradeshow experience. The dimensional heights and widths are noted to help one understand the space allowance for the exhibit.
8'-0"
8'-0" 4'-6"
10'
10"
16" 4'-6"
16"
10'
3'-4"
20"
32" 20" . O.C
A.D.A Clearance
plan
perspective elevation
a
GRAPHICS Graphic Panels Exemplified are the graphic panels with their dimensions and specified materials.
a
b
8'-0"
b
c
c
MILK
Acrylic Panel 100% Certified Post – Consumer Waste
TASTING TODAY
identity display
back panel 2'-0"
FREE
1'- 0"
1'- 0"
Graphic Display Fabric Panel made from recycled yarn and printed with Soy Ink.
graphic display 2'- 0"
Graphic Display Fabric Panel made from recycled yarn and printed with Soy Ink.
3'-0"
4'-0"
MILK
graphic panel locations
3D FINAL Final View Form + Graphics = Final 3D creation. Shown here is a final view of the tradeshow exhibit for the SXSW venue in Austin, Texas.
FINAL ANALYSIS The tradeshow exhibit was an inventive project for me these past two weeks. When I started the project, I originally had an exhibit design approach generated in my mind for my product, Adult Chocolate Milk, but quickly discovered it had to be for an actual tradeshow event. Moving forward I selected an existing venue, South by Southwest in Austin Texas, and gathered the specifications for the booth development. Next, the structural form, sustainable materials, and visual details intertwined together to create an environment that spoke my brand and provided consistency with the product. A few takeaways that I learned during the process of designing a tradeshow exhibit for Adult Chocolate Milk: First, the environment needs to provide an open and inviting feel to increase effectiveness with the patrons. Secondly, I discovered utilizing distinctive eco friendly materials throughout the space; helps build visual interest and results with attracting traffic. Thirdly, the environment needs to provide an emotional connection with the audience, so they can relate and connect to the environment by feeling welcomed into the space. Overall, I successfully feel the space provides a simplistic flow for the audience so they can stir around the space with comfort and ease. To me, the environment provides visual hierarchy that contributes to the success of my product. Lastly, on a final note, I feel Adult Chocolate Milk’s tradeshow environment supports the brand message, exemplifies structural integrity, and successfully connects with the audience.
copyright Š 2021 jamie turpin
jamie turpin . portfolio design . adult chocolate milk