YOMI
Rice Por ridge
PROCESS MANUAL
A good day starts from a bowl of YOMI rice porridge!
Table of Contents
Introduction
1
Our Mission Creative Brief
Logo Design
5
Preliminary sketches Intermediate Iterations Final logo
Graphic Standard
9
Logo inspiration Logo Variations Color and typography Business System Advertisements
Package Development
23
Biomimicry Study Preliminary Prototypes Secondary Prototypes Final Product Pattern and Labeling
Design Analysis
31
Introduction
1
Our Mission Rice porridge is a traditional food in China, especially for breakfast. It is very healthy, easy to digest and very simple to cook. YOMI aims to promote the healthy food for more people other than Chinese people. In order to make it more accessible to American audience, the packaging indicates what the food is and ingredients visually. Both the logo and the shape of the packaging show the main ingredient rice.
2
Creative Brief
NEED Rice porridge is a traditional food in China, especially for breakfast. It is very healthy, easy to digest and very simple to cook. In order to make it more accessible to a American audience, the packaging should indicate what the food is and ingredients visually. The packaging gives audience an feeling of organic and greening.
PROJECT OBJECTIVE YOMI aims to let other cultures rather than Chinese culture enjoy the healthy rice porridge. Since many people confuse how much water is needed to cook the rice porridge, directions and correct measurements will be on the packaging.
3
PROJECT STRATEGY
MESSAGE
YOMI offers three different flavors of rice porridge (Green bean, Red bean and black rice) and each fla-
A good day starts from a bowl of Yomi rice porridge.
vor will have a representative color scheme. They will be packaged in three water proof bags. Each bag is around 4x12 inches. Our product will be advertised through website, magazines, posters and etc.
BACKGROUND
AUDIENCE
Rice porridge is a traditional Chinese food and has thousand years of history in China. To prepare the dish,
Age: 18+
rice and other ingredients are boiled in a large amount of water until it softens significantly. It can be made
Area: Nationwide in US
in a pot or in a rice cooker. Although rice porridge is widely eaten in China, it is hard to see in US markets.
Gender: Targeted towards the general public but sales
If people want to eat porridege in US, they need to buy the ingredients separately and match them. This
figures show a larger female demographic.
makes it inconvenient because of the accessibility.
Financial Income: annual around US$50,000.
4
Logo Design
5
Preliminary sketches
I sketched out several ideas for the logo and inspirations. I focused on how to apply the rice porridge ingredients and things related to rice porridge into my logo, such as the wheat, bowl and spoon. At this point, I was still unsure of using which logos.
6
Intermediate Iterations
I chose to name the product “YOMI” to show the premium quality of the rice porridege. In Chinese, “YO” means the best
YOMI
and “MI” is rice, so YOMI means the best rice. After asking suggestions from classmates , I decided to explore the Logo3 more. I added wheat at the bottom of my logo, and also the brand name and slogan. I
A good day starts from a good breakfast!
chose a special font for “YOMI” because I used to think it looks like rice and I also changed the shape of letter “O” to the shape of rice.
7
Final Logo
x
x
After getting feedbacks from Professor Gale, I refined my logo in two main parts. One was the font. I changed it to “GochiHand� which is very playful. The other revisement was I deleted the wheat to make the logo simpler and cleaner. Also, I revised the shape to make it more smoothly.
YOMI
Rice Porridge
8
Graphic Standard
9
Logo Inspiration
The logo combines with the sun and rice terrace. Sun represents morning, a start of a day. Just like the slogan of YOMI rice porridge, a good day starts from a bowl of YOMI rice porridge. Rice terrace indicated the main ingredient of the food.
=
+ Sun
10
Rice Terrace
Logo Variations
Acceptable Usage
YOMI
Rice Porridge
YOMI
Rice Por ridge
11
Unacceptable Usage
YOMI
Rice Porridge
Do not change the font
Do not change the color
12
Do not rotate the logo
Do not delete any elements of the logo
Color Palette
Green color scheme is for the main logo color, black color scheme is for B&W use and black rice flavor, red color scheme is for red bean flavor, yellow is for future corn flavor.
#5D882F RGB: 93, 136, 47 CMYK: 32, 0, 65, 47 Opacity: 80%, 60%, 40%
#444444 RGB: 68, 68, 68 CMYK: 0,0,0,73 Opacity: 80%, 60%, 40%
#C53535 RGB: 197, 53,53 CMYK: 0, 73, 73, 23 Opacity: 80%, 60%, 40%
#FFD34A RGB: 255, 211, 74 CMYK: 0, 17, 71, 0 Opacity: 80%, 60%, 40%
13
Typography Gochi Hand Headline
AB CD E F G H I JK LM NOPQ RS T U VWXY Z a bcde fg h ij k l m no p qrst uvw x y z 1 2 3 456 7 89 0? ! @ # % &
Gotham Book Body Text
AB C DE FGH I J KL MNOP QRST U VWXYZ a b cd efg hi j k l mno p q rst uvwxyz 12 3 456789 0? ! @ # %&
Gotham Medium Sub Heads
14
AB C DE F GH I J KL MNOP QRS T U V WXY Z a b c d ef g hijklm nop q rs t uv w xyz 1 2 3456 7 8 9 0 ? !@ # % &
Business system
15
Letterhead
1660 Drew Circle Davis, CA 95618 800.900.9999 www.yomi.com contact@yomi.com
Gale Okumura Okumura Design 1116 34th St Sacramento, CA 95816 Dear Gale: I'm writing to express my interest in the Web Content Specialist position listed on Monster.com. I have experience building large, consumer-focused health-based content sites and while much of my experience has been in the business world, I understand the social value of the non-profit sector. I'm confident that my business experience would be applicable and that I'd be an asset to your organization.My responsibilities included the development and management of the site's editorial voice and style, the weekly editorial calendar, and the daily content programming and production of the website.I worked closely with healthcare professionals and medical editors to help them provide the best possible information to a consumer audience of patients. In addition, I helped physicians learn to utilize their medical content to write user-friendly, easily comprehensible text. I've learned how to build strong relationships with all departments in an organization and I have the ability to work within a team as well as across teams. I can work with web engineers to resolve technical issues and implement technical enhancements, liaise with the development department to implement design and functional enhancements, and monitor site statistics and conduct search engine optimization. I worked closely with healthcare professionals and medical editors to help them provide the best possible information to a consumer audience of patients. In addition, I helped physicians learn to utilize their medical content to write user-friendly, easily comprehensible text. My responsibilities included the development and management of the site's editorial voice and style, the weekly editorial calendar, and the daily content programming and production of the website.I worked closely with healthcare professionals and medical editors to help them provide the best possible information to a consumer audience of patients. In addition, I helped physicians learn to utilize their medical content to write user-friendly, easily comprehensible text. Thank you for your consideration and I hope to meet with you in person to discuss the position. Sincerely, YOMI
16
Business Card
YOMI Rice Porridge
JIAXUAN LI Creative Director 530-574-6267 jiaxuanli@yomi.com 1660 Drew Circle Davis, CA
17
Evelope
1660 Drew Circle Davis, CA 95618
Stamp
Jiaxuan Li 1739 Hutchison Dr Davis, CA 95616
18
Advertisements
19
Merchandise
20
Signs
21
Deliver truck
22
Package Development
23
Biomimicry Overview The wheat and rice terrace were studied for their natual properties to be applied into the design of the logo and packaging for YOMI. The rice terrace inspired the design of the logo with its special shape. The texture of the wheat influenced the design of packaging.
24
Wheat Wheat is a major ingredient in many foods, such as bread, porridge, crackers and breakfast cereals, etc. 1 Wheat is probably one of the most successful and sustainable cereals crops in the world and it ensures a diet rich in nutrients. Research has proven that wheat is extremely beneficial for healthy living. The nutrient value of wheat is retained even after processing. 1
Properties Wheat is made up of mainly a root and shoot system. The stems of wheat are erect and present structure of cane, that is they are hollow inside except the nodes. The growth of stems is not apical but produced by stretching of the tissues above the nodes. The leaves grow from the nodes. 2
Patterns
Design Application The figure of wheat can be used as symbolism for cereal foods in branding or packaging design. There are examples of using wheat in sustainable packaging. Dell was the first in the industry to use wheat straw packaging. They replaced petroleum-based foams with wheat straw cushioning, which are less expensive and more sustainable. 3
Sources 1. Organic Facts. “11 Incredible Wheat Benefits.” Web. <https://www.organicfacts.net/health-benefits/cereal/wheat.html>, accessed Oct 11, 2017. 2. Botanical Online. “Wheat” Web. <http://www.botanical-online.com/english/wheat.htm>, accessed Oct 11, 2017. 3. Dell. “Wheat Straw: The Next Evolution in Dell Packaging.” Web. <https://blog.dell.com/en-us/wheat-straw-the-nextevolution-in-dell-packaging/>, accessed Oct 11, 2017.
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Patterns Terrace Terrace is a piece of sloped plane that has been cut into a series of successively receding flat surfaces or platforms, which resemble steps, for the purposes of more effective farming. This type of landscaping is called terracing. The terrace steps are commonly used to farm on mountainous terrain. 1
Properties Terraced fields decrease bith erosion and surface runoff, and used to support growing crops that require irrigation, such as rice. Not only rice, farmers have also used terraces to farm potatoes, maize and other crops. 1
Design Application The shape of the terrace is special and it gives me inspiration on my logo design. Because my product is porridge, rice is the main ingredient. Incorporating rice terrace into logo is very suitable. Also, the terrace usually locates on mountain range. The shape of rice stack looked similar with the shape of mountain.
Sources 1. Wikipedia. “Terrace” Web. <https://en.wikipedia.org/wiki/Terrace_(agriculture)>, accessed Oct 11, 2017.
26
Preliminary Prototypes
My earliest idea for packging was to make a container with a rice shape, which can make audiences know what the product is clearly.
27
Secondary Prototypes
Since many people confuse how much water is needed when cooking rice porridege, I came up with the idea to make a special water proof bag. With this bag, audiences can measure the quatity of water and also wash rice. It successfully solve peopleâ&#x20AC;&#x2122;s pain point.
28
Final Product
After I did the rice bags and the big rice box, I found that there was a big waste of space inside the rice box due to the special rice shape, so I gave up the rice box and used the hemp rope to fasten the three rice bags. However, in order to keep the rice shape figure, I made a rice shaped label with logo and name on it.
29
pattern and Labeling
The small label tells audiences the quatity of one bag of rice porridge.
The back of the logo label is the cooking
The back of the quantity label is the Nutrition
instruction. Audiences can follow this to
Facts form.
cook their delicious rice porridge.
30
Design Analysis
31
INTRODUCTION
METHODOLOGY
YOMI aims to bring the traditional and healthy Chinese food rice porridge to
Year 1: California grocery stores
American family. The purpose of our product is to allow audiences easier access
YOMI will start sold at California grocery stores such as Nugget, Safeway and
to rice porridge and more convenient to cook.
Trader Joeâ&#x20AC;&#x2122;s. During that time, promotional materials include t-shirts, canvas bag and stickers will be launched. Also, there will have sample booths at
PROBLEM STATEMENT
these stores for consumers to try before purchase. Year 2: Online ordering
Because for now, if people want to eat rice porridge, they need to buy the
YOMI will open official online store and shipping will be nationwide in the US.
ingredients separately, YOMI introduces three flavors mix of rice porridge
Also, advertisements will increase in scale with promotions on billboards, bus
that makes cook rice porridge easier. In addition, because many Americans
stops and magazines in order to reach more audiences.
are not familiar with Chinese rice porridge, the packaging design includes a
Year 3: New flavors
recognizable rice shape label to enable audiences to know what the product
YOMI will increase production and introduce more new flavors. The marketing
is.
team will conduct consumer surveys to see which flavors they want to eat. Also, after the new flavors are introduced, the market team will conduct the
OBJECTIVES
marketing survey.
The ultimate goal of YOMI is to make our product available in grocery stores
Year 4: Consumer testing analysis & Expand the market
nationwide so more people can have access to this healthy food. During the
YOMO will analyze the market performance for each flavor to decide which
first year, YOMI Company aims to push the rice porridge to California grocery
flavor should increase production. By conducting consumer testing, YOMI will
stores such as Nugget and Safeway. During the second year, online ordering
collect advices from their consumers and make changes to improve the prod-
and shipping will be introduced to bring our product nationwide. During the
uct experience. Also, YOMI expect to expand their market to grocery stores
third year, YOMI will begin introducing more new flavors. For the following
nationwide in the US.
years, we will focus on analyzing market performance for each flavor and making changes.
PROJECT SUMMARY
EVALUATION
YOMI Company hopes to bring to more American families a taste of Chi-
Each team will have a monthly meeting for tracking the sales and progress
na and encourage more people to have a good breakfast every day. Its hu-
of YOMI in order to make sure our objectives are met. The meeting content
man-centered and environmentally-friendly packaging will catch peopleâ&#x20AC;&#x2122;s
will include the sales of this month, what could be improved, the consumer
eyes at grocery stores. YOMI will continue on keeping the good quality and
feedbacks you get. The leaders of each team need to record what is going
developing more products in the future.
on during the meeting and come together to share the progress they have made.
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contact Us
YOMI www.yomi.com 888-999-8989 yomiriceporridge@yomi.com 1660 Drew Circle, Davis CA, 95618