PROCESS MANUAL
JESSICA LAM WINTER 2016 | DES 116
MISSION STATEMENT Ramyum’s mission is to streamline the cooking process of ramen while shedding the stigma and guilt that is associated with its consumption. We promise to keep your best interests in mind by providing you with the best nonfried noodles and wholesome ingredients.
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TABLE OF CONTENTS
4 Logo Development 6 Brainstorming 7 Final Logotype
8 Graphic Standard 10 11 12 13 14 15
Logotype Unacceptable Variations Color & Typography Business System Website & App Promotional Materials
16 Package Development 18 19 20 21 22 23
Biomimicry: Sea Kelp Biomimicry: Banana Peel Initial Sketches Prototypes Label Drafts Final Packaging
26 Design Analysis
PROCESS MANUAL
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LOGO DEVELOPMENT
LOGO DEVELOPMENT
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BRAINSTORMING The logo name came to me quickly, as a play off the Korean pronounciation of ramen which is ramyeon (pronounced ram-yun). Ramyum adapts this pronounciation and maintains the core of the word while incorporating a human reaction to good food- "yum!" I experimented with the letterforms to introduce the product. I wanted a logotype that was simple and modern, but retained its character and communicated Ramyum's identity: a warm and welcoming ramen company that embodies the fast and painless nature of the food. I liked the idea of incorporating noodles or bowls into the logotype, especially to guide pronounciation. I made the decision to stick to an all lower case logotype to depict friendliness. I also noticed that when the curls of steam faced towards the right, they might be interpreted as three "s"s so I made sure that further iterations avoided this potential problem.
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I refined my ideas on Illustrator and narrowed down based on the relevance of the logo's elements and their success when minimized to small sizes. The concepts I liked the most were the top three in the leftmost column and the bottom three in the rightmost column for their simplicity and communicative imagery. However, I had concerns about the top left two logotypes being too plain and the rightmost column being too abstract. The colors were also sometimes perceived as candy. Further iterations were made based on this feedback.
FINAL LOGOTYPE The final logotype is set in Gotham with an altered "r" for a more contemporary feel. The colors, previously brighter and more whimsical, are now more subdued and represent the three elements of ramen: water, seasoning and noodles. The overall feeling is bold, clean, and inviting. The full logotype and the bowl logo may be used as appropriate, as long as clearspace is maintained and the logotype is not manipulated in any way.
LOGO DEVELOPMENT
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GRAPHIC STANDARD
GRAPHIC STANDARD
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LOGOTYPE
x
x x
Clearspace on all sides is determined by the height of the bowl, designated as “x�. Whenever possible, the full logotype should be used and the bowl icon may be used when appropriate. The logotype should never be sized to a width smaller than half an inch. The bowl icon may be used at 50% or 10% opacity.
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x
x
UNACCEPTABLE VARIATIONS The logotype may not be manipulated in any way unless the opacity is being altered to 50% or 10%. DO NOT stretch or compress.
DO NOT manipulate the typography in any way.
DO NOT change the color palette.
DO NOT rotate.
DO NOT reverse.
DO NOT remove any component.
GRAPHIC STANDARD
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COLOR & TYPOGRAPHY Ramyum’s colors are bright and friendly, representing water, seasoning and noodles. Used together in the logotype, they represent the ease of the three-step ramen cooking process and invite consumers to try the product.
PANTONE 292 C CMYK: 55, 16, 0, 0 RGB: 106, 178, 226 #69b1e2
CMYK: 0, 0, 0, 70 RGB: 109, 110 113 #6d6e71
I chose Gotham because it is simple, bold and welcoming. It is modern without being too neutral. Because of it’s relatively large x-height, Gotham is not used for larger amounts of text. Centaur is elegant, easily read in large volumes, and originally created as a book typeface. The contrast between the typefaces creates a pleasing balance when used together.
PANTONE 7418 C CMYK: 7, 58, 39, 0 RGB: 228, 133, 131 #e48583
CMYK: 0, 0, 0, 45 RGB: 157, 159, 162 #9c9ea1
PANTONE 148 C CMYK: 0, 250, 0 RGB: 254, 203, 139 #fdcb8b
CMYK: 0, 0, 0, 20 RGB: 209, 211, 212 #d1d3d3
GOTHAM LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890?!@#$%&
GOTHAM MEDIUM ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890?!@#$%&
Centaur 50% & 10% opacity
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CMYK: 0, 0, 0, 100 RGB: 35, 31, 32 #231f20
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890?!@#$%&
BUSINESS SYSTEM Ramyum’s business system includes an A4 size letterhead, a 2"x3.5" business card, and a #10 envelope. The front of the letterhead places priority on the letter, only incorporating the bowl icon at 10% opacity to minimize distractions. The back of the letterhead features the bowl icon at 50% opacity on Ramyum's blue at 10% opacity. The business card and envelope reflect the same simplicity, presenting information and the brand without sacrificing clarity. The bowl icon at either 50% or 10% opacity is placed on all components of the business system as a unifying symbol of the brand. Friendliness is portrayed through the playful rotation of the bowl.
GRAPHIC STANDARD
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WEBSITE & APP Both of these platforms offer customers with a userfriendly method of learning more about the product and the company’s mission. The website homepage conveys a clean, minimal style and a communal tone of voice. The Ramyum hashtag invites consumers to share their meals, encouraging the foundation of a Ramyum-eating community. Features of the website and application are easily accessed through a straightforward navigation bar, and the logo is present on every page to enforce a strong brand identity.
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PROMOTIONAL MATERIALS Ramyum's promotional materials are consistent with the brand's established look and feel. The company is advertised through highly visible signage such as hanging store signs, billboards, bus stop signs and car wraps. Other applications may be added as appropriate. Merchandise includes T-shirts and tote bags, since both items are currently quite popular amongst the targeted demographic which ranges from youths ages 16–23. Ramyum’s T-shirts and tote bags may be distributed to employees and customers as promotional items to either encourage or reward purchase. Bowls and other items will be offered in the future.
GRAPHIC STANDARD
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PACKAGE DEVELOPMENT
PACKAGE DEVELOPMENT
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BIOMIMICRY: SEA KELP The Problem: Natural Energy Sources & Structural Integrity The growing threat of climate change has spurred scientists on to seek a new, sustainable source of energy to replace fossil fuels. Realizing the abundance and power of water, people have once again looked to water-generated energy but lack the ability to create viable products due to the harsh environment of the ocean. Current technologies cannot weather the constant push and pull of currents or the turbulence of a storm.
The Inspiration: Sea Kelp
The Solution: bioWAVE
Kelp can withstand strong ocean currents even in violent storms because of a type of root called a holdfast. The holdfast is stabilized on a rock deep in the ocean floor to resist from being uprooted from the force of strong waves. In addition, the hollow, cylindrical tubular stem is flexible and structurally sound to accommodate the swaying motion of the currents.
bioWAVE is a design that harnesses water power by converting motion into electricity, and is inspired by kelp’s adaptations. The product utilizes the hollow, tubular structure of the kelp to resist the force of powerful waves, and remains mobile to sway with the currents in more turbulent conditions. These same concepts can also inspire the construction of structures that need to remain structurally sound and, at the same time, flexible enough to withstand earthquakes or floods.
Sources: http://www.asknature.org/product/7fb15ff64573cfbde3359873d800274a http://www.asknature.org/strategy/92473fa53a6fa3e64ca6740ec10703f1 http://www.apex6.com/wp-content/themes/village/blueprint/gallery/ ajaxupload/server/uploads/Kelp%20Forest.jpg
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BIOMIMICRY: BANANA PEELS The Problem: Natural Packaging
The Inspiration: Banana Peels
The Solution: Peel-Inspired Packaging
More often than not, products are packaged with materials that are detrimental to the environmental health of the Earth. Unrecyclable plastics are carelessly thrown into the trash and toxic byproducts are released into the air during production end-of-life disposal. In addition to chemically harmful materials, packaging is often unintuitive and difficult to open. Products should be encased for protection and not consumer deterrence.
Banana peels are a perfect example of user-friendly packaging. It protects the fruit from damage and provides consumers with an intuitive and easy method of obtaining the contents. With one motion of peeling the stem, the process is quick and neat. The peel's coloring also indicates the banana's ripeness, allowing someone to decide whether or not to eat the fruit without having to peel it open. Lastly, the peel is entirely biodegradable, making it effective and environmentally friendly.
A designer produced a packaging concept for Cadbury chocolates which consists of four modular units that connect together as a whole. Each unit is opened by peeling one out of the four sides open, revealing the chocolates within. Made out of paper, the packages are easily recyclable.
Sources: http://www.coroflot.com/shampanakhate/Biomimicry http://www.packstory.org/pdf/en/Biomimetisme.pdf
PACKAGE DEVELOPMENT
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INITIAL SKETCHES It was a challenge coming up with packaging ideas because it could not be square or rectangular in shape. I wanted to create packaging that didn't involve many separate pieces in order to decrease the likelihood of waste being left behind after cooking. This reduction of components makes cleanup more convenient. In addition, I wanted the material to be sustainable through compostability, recyclability, or both. Because Ramyum streamlines the cooking process, the packaging also had to be easy to open and the seasoning packet had to be attached until pulled off for usage. This way, the seasoning packet does not fall into the pot when the package's contents are emptied in one motion.
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PROTOTYPES My first prototype didn't stray far from the rectangular norm, but it neatly packaged the seasoning and didn't use an extravagant amount of material. I pushed myself to explore other shapes and settled on a teardrop shape that allowed just enough space for a round noodle block and a triangular seasoning pack attached to the flap. Initially, the corner was on left side of the package and the flap pulled down from the right side, but it was too long. For the next iteration, I planned the package so that both the corner and flap faced the right side and the length of the flap was shortened. In order to make sure the package was stable when placed upright, I extended the flat surface. The seasoning pack fitted nicely into the corner, and also balanced the weight distribution.
PACKAGE DEVELOPMENT
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LABEL DRAFTS Like the rest of the promotional materials, I chose a minimal look that incorporated the logotype and the bowl icon at 10% opacity to serve as a subtle background. Only text that I deemed important towards the consumer's decision making was included. To increase the accessibility of information, I created icons to represent Ramyum's healthier qualities. The square on the front of the label draft was removed for its inconsistency between the organic forms of the logotype and package shape. The short description beneath the flavor was also lengthened to provide more of an introduction to Ramyum's values.
CHICKE N guilt-free ramen MSG
MSG-free seasonin g
non-fried noodles
NET WT. 33.6oz (102g)
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FINAL PACKAGING The final packaging utilizes all available space efficiently without overwhelming customers with clutter. The pull tab instructs the consumer to open the product by pulling down the preforated flap which displays Ramyum's goal. The flavor, logotype, best before date and bar code are printed on the side. Cooking instructions, nutrition facts and ingredients are listed on the backside. Once the package is opened, the inside of the flap offers cooking suggestions, upholding the company's objective of healthier, natural, guilt-free ramen. Ramyum's color palette is incorporated through the graphics and the blue at 50% opacity helps to add dimension without being too overpowering.
PACKAGE DEVELOPMENT
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PACKAGE DEVELOPMENT
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DESIGN ANALYSIS
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INTRODUCTION
PROBLEM STATEMENT
OBJECTIVES
The purpose of this project is to create sustainable packaging that streamlines the cooking process of healthier, more natural ramen. Because of its instant and mass produced nature, consuming ramen is often stigmatized and associated with guilt.
Ramen is also frequently looked down upon for its lack of nutrients - the noodles are usually fried and the seasoning is composed of artificial ingredients. Although thereare more options available today, healthier options are still difficult to find. In addition, the product is usually packaged in plastic packaging that is not always recyclable and does not provide protection for the noodles.
The project's goal is to streamline the cooking process of a food that is meant to be simple, fast and gratifying. In order to make the packaging more sustainable, the box is made of recycled, post-consumer paper and is designed to be just large enough to fit the noodle block and seasoning pack. The entire project spanned across approximately two and a half months and the packaging developed over one months time.
METHODOLOGY
EVALUATION
PROJECT SUMMARY
The project began with logo creation which set the look and feel for the company. The logo was created within three weeks and the graphic standard was completed after another three weeks. Research into biomimicry was also conducted in order to inform more sustainable packaging decisions. Packaging development then began over the course of two weeks, followed by finalization of labeling. Several prototypes were created in order to ensure the success user-friendliness of the product. All tasks were executed by Jessica Lam, the Creative Director.
The reenvisioned packaging of ramen utilizes space and materials efficiently. Because of this, minimal waste is created which is enhanced through the recyclability and compostability of the material. The curved shape is easy to hold and the labeling is clear, but not overwhelming. The success of the product will be evaluated through routine focus groups and consumer satisfaction surveys that may offer a coupon as a reward for providing feedback.
Research and extensive trial and error in all processes led up to the development of Ramyum which provides a competitve, more sustainable and guilt-free alternative to other ramen companies currently on the market. Challenges in producing a packaging concept that was neither rectangular nor square were difficult to overcome but ultimately led to a biomimicry-inspired package that is more convenient and less wasteful. The entire process concluded in the development of Ramyum which values environmental and human health and efficiency while projecting friendliness and simplicity through its brand identity
DESIGN ANALYSIS
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