OWO Branding + Packaging Design (Process Book) by joccei

Project Two: UWU Design Brief + Process Book Joyce Ong, Dennis Espino, Josephine Vuong

Table of Contents

Design Brief Problem Statement Background Product + Competitive Information Top Three Competitors Retail Setup The Consumer Retail Category Advertising + Promotional Support Brand Positioning Packaging Design Objectives Hierarchy/Priorities of Information Unique Selling Proposition Executional Considerations Process Book Store Check Research Chosen Category Brand Name Brand Mark Graphics Dielines Final

Problem Statement/Background

Currently in this category, there is an issue regarding a lack of diversity in other brands. Crayola dominates the market with their products, as seen in the store checks. We also felt like the brand itself was not as graphic as it could be, considering that they are planning on selling to kids. 2

There are no other brands that market themselves to kids. Brands such as Staedtler and Prismacolour oftentimes market to young adults to professionals in the field. With OWO, we plan on being a competitor to crayola and market ourselves to parents of kids and children.

Product + Competitive Information

With OWO, our multiple skus will be different from brands such as Crayola by the fact we will be able to differentiate each â&#x20AC;&#x153;themeâ&#x20AC;? through exterior packaging alone before looking at the swatches. Crayola is recognizable through their unique and signature golden yellow and forest green colour combination. We asked REAL KIDS what would get them to buy pencil crayons, and they said that they wanted more colours in the packaging itself, and especially more playful graphics.

Top Three Competitors: Crayola

Their motto is: “We believe in unleashing the originality of every child”. Since 1903, their first product launch (with wax crayons), they have launched many other products over the years relating to art tools, crafting activities, and creative toys, such as: Crayons Pencil crayons (normal, erasable, water colour, etc) Markers (thin, thick, wedge, etc) Art kits, colouring books These products give kids the power to express all that inspires them to explore, discover, play and pretend.

Their target is often 4–12 year olds. Brand colours: golden yellow, with green dynamic stripes Brand essence: wonder, adventure, daydreams, colourful, grow, inspire, “cando spirit.”

Green initiatives: “Crayola may make virtually every colour under the sun, but its current favorite is green.” Uses renewable energy which reduces waste and protects rainforests Uses solar panel farms Crayons made using solar power Markers made from recycled plastic Colour plastic produced with reforested wood USP.

Walmart: on peg board 3 rows from the top, under Staedler and Derwent (24 pack = $19.97, 60 pack = $33.47) Michaels: (12 pack = $14.00, 24 pack = $22.00, 48 pack = $49.00) Staples:(24 pack = $19.99, 24 pack = $26.00, 48 pack = $51.00) Above Ground: middle of shelf hung on pegboards under Faber Castell and Studioworks, but below Staedtler and Sargent Art (12 pack = $13.00, 24 pack = $26.00, 48 pack = $51.00)

Strengths Distinguishable yellow branding Easy to understand packaging Reveal shows exact product Logo resembles a smile One substrate, environmentally friendly - Revealing diecut - Safe and affordable - Range of a variety of colours -

Weaknesses History of appealing to children Childish branding New product doesnâ&#x20AC;&#x2122;t stand out Typical pencil crayon packaging Not reusable

Top Three Competitors: Staedtler

Has 3 different lines of products targetting different age groups: Parents, teachers, children, teens and artists. They were established in 1835 and they are a German company. They are the largest European manufacturer of wood-cased pencils, OHP pens, mechanical pencil leads, erasers, modelling clays. Brand essence: flow, comfort, innovative, creative, helpful, idea starter, inspirational, ahead-of-its-time Brand colour: Blue and white USP: Ergonomic triangular shape for relaxed, easy writing

Strengths Trials available in-store Revealing packaging Reusable packaging Environmentally friendly |Wood from sustainably managed forests Soft, richly coloured lead Break resistant lead

Weaknesses Plastic packaging Lack of choices, mainly neon Inconsistent pen design not user friendly Standard pencil crayon packaging

Top Three Competitors: Prismacolour

Targets developing artsists (age 8â&#x20AC;&#x201C;16) The scholar pack is made from harder lead than the premiere pack, but softer than typical brands for developing artists so that it is affordable to the age group. Established in 1938

Brand essence: Brand colours: black (premiere), blue (scholar) USP: Soft lead for easy blending. Good quality pencil crayons that are affordable to developing artists with a wide range of colours.

Strengths Demonstrates art on package, very inspirational Focused kits based on colour Sells individually, free choice Revealing packaging Reusable packaging (stands) Richly pigmented for easy blending Functional packaging Wide range of colours and mediums Affordable (Scholar)

Weaknesses - Does not appeal to children - Expensive branding - Plastic packaging (scholar)

Retail Setup: Walmart

Retail Setup: Michaelâ&#x20AC;&#x2122;s

Retail Setup: Staples

The Consumer

Target market: 4â&#x20AC;&#x201C;12 year olds Typically purchased by parents for children

Interval of purchase: around once a year or less depending on how often child uses them Some users may own 2 packs: 1) to leave at school, 2) to leave at home Some users may also own two completely different skus of the product depending on usage and age Younger spectrum of this group may be satisfied with using

traditional colours, but older spectrum of age group may like to expand their creativity by using more unconventional colours Packaging: consumers typically throw out packaging and replace box with a pencil case/ holder because it is more study and easy to transport to and from school. Some people attempt to use the box to store the product while they use it, but the box tends to wear quickly (because children are rough and have trouble opening and closing the locking tabs).

Retail Category: Arts and Crafts

Category: stationary/school supplies (pencil crayons) Sold at department stores, toy stores, stationary supply stores, art stores. PDP facing the front panel, hung on peg boards. Popular colours of packaging: Yellow, White and Sky Blue. Crayola tends to dominate the retail category because of their powerful brand mark. They have many products and are all usually placed in itâ&#x20AC;&#x2122;s own separate section

Packaging structure: usually contained in a flat, rectangular paper box bung on peg board Popular substrates: paper and plastic. Product reveal: For paper packaging, there is usually a die cut to reveal the colours inside, but some brands choose to use plastic instead. Product reveal/colour palette display is important because consumers often want to know how the colours look like before purchasing. Are the colours more traditional or unique from the typical (pastels, fluorescents, similar to Prisma Colourâ&#x20AC;&#x2122;s Scholar pack)

Competitors: Crayola, Staedtler, Prisma Color, Faber Castell, Mr. Sketch, Maped, Sargent Art, Play Day, Creatology, Studioworks, Hilroy Walmart: Crayola, Play Day, Staedtler, Prisma Color, Mr. Sketch, Maped, Hilroy Staples: Crayola, Staedtler, Prisma Color, Derwent Michaels: Crayola, Staedtler, Prisma Color, Artist Loft, Creatology, Faber Castell, KOH-I-NOOR Above Ground: Staedtler, Prisma Color, Derwent, Faber Castell, Studioworks, Sargent

Advertising & Promotional Support

Through this brand, advertising can be done through social media and tv advertising.

Crayola does their advertising through television, and their ads often show children drawing or showing off a specific aspect of their products (such as scented markers). With the growth of the younger generation and their constant improved use of technology, using social media to advertise the product is a good idea. By importing this video into social media and using the same advertisement onto television, we will be able to connect

with the younger audience in a much more effective manner. Since OWO is also using themes throughout the different SKUs, our advertisments can take a different route. Although much like Crayola, we are selling the experience, instead of advertising what is different about a certain product from the other products, we will truly be able to sell the experience by putting the kid in the environment the SKU is in.

Brand Positioning/ Brand Character

The competition within this category already has very signature colours to define their brand. Crayola has their signature yellow and green colour, Prismacolour has their black packaging, and Staedtler has their white and navy blue packaging. Our packaging will have a variety of different colours as the first thing the consumer sees on our brand, since our product will be sorted by â&#x20AC;&#x153;themeâ&#x20AC;?.

There is also a lack of graphics in the competition, especially in the major competitor of Crayola that will appeal to children specifically. Our brand will not only appeal to just children, but also to parents as well in quality and design of the product to create functional packaging that will not be forgotten and thrown away, but kept and reused.

Packaging Design Objectives

Make the packaging reusable/ functional and economically friendly (no plastic)

Make the packaging revealing, most competitors have this option Produce a logo/brand that is graphic and can be open to interpretation Produce packaging that is easy to recognize from farther away, and not just by brand but differentiating by theme Include graphics within the packaging that are relatable to children and fits the theme

Unique, fun names for each colour Separate the necessary colours into each theme and more detailed colours to fit each theme box

Hierarchy/Priorities of Information

Main Colour Graphics Logo/Brand Relevant information (Such as pack size, theme specifications., etc.) - Swatch colours - Romance Copy

Unique Selling Proposition (USP)

Selling an experience that will bring out the creativity in kids, making them excited to create. Packaging is reusable in a unique way - Products in packaging expresses themselves on the packaging - Children can relate to graphics on the packaging - Logo itself is relatable and graphic towards children

Executional Considerations

While producing the dieline we may need to be considerate of the size that will be appropriate in order to both function as a pencil case, packaging, and as a pencil holder. We will also have to be considerate of child friendly colour naming and the colours we decide to display within the front window. While producing the brand itself we will need to find a name that will appeal to children yet remain graphic and relatable. With the size of our packaging, the size of our UPC will have to scale as well, as the smallest we can go is 80%. We also plan on making our packaging bilingual (English and French) since we would be selling in Canada.

Obviously, this would mean equal treatment of the languages on the packaging, taking up more space. We will also need to highlight either within the romance copy or elsewhere on our packaging the claims that we have for our product. Romance copy will be placed underneath the swatches at the back of the packaging. We will print using the OCAD Print shop in CMYK. The week after Project 1 is due, the group will have discussions on what we are interested in doing for Project 2 and select an option. We will also settle on the subject of the project.

Two weeks before the due date, we will have the brand finalized and ideas of what the final product and dieline should look like. During the final week, we will import our design into the dieline. The size of the dieline is 12x18 inches, they each can fit in one page and there will be no need to print them in separate pages.

The Process

Store Check Category One Oatmeal

Hot cereals have been become more and more of the rave within the North American market since oatmeal was time consuming to make prior to the instant packages no one would bother to buy them. Not only have they make a quick and easy solution for it in the morning for the working parents and busy children. They have even further developed it by creating many different flavors within the market, whether it is Apple Cinnamon, Maple Raisin, Banana Maple, Brown Sugar, etc.

These many different flavors have been all the craze and has put a different name to oatmeal and who eats it. Acquiring a new (and possible even younger demographic) to add onto their success. â&#x20AC;&#x153;In 2015 the hot cereal category totaled an amount of $1,316,375,168 in a 52-week periodâ&#x20AC;? (Schroeder). This shows that there is an improved success rate in the category from new innovations toward the hot cereal category.

Leading Competitors Oatmeal

Quaker PC Instant Oatmeal PC Blue Menu Organics Biologique Red Mill Natureâ&#x20AC;&#x2122;s Path Cream of Wheat Bakery on Main Etc.

Store Check Category Two Cosmetics

Cosmetics is an ever changing industry and is constantly growing. Companies are constantly coming up with new and innovative products that will catch the consumerâ&#x20AC;&#x2122;s interest. Past inventions that were unique and became trends would be slime makeup and even putty makeup. These come in a variety of different colours, and skin care has also been stressed due to the popularity of makeup.

Leading Competitors Cosmetics

ELF Cosmetics Anastasia Beverly Hills Two Faced HUDA Beauty Sephora MAC Jeffree Star Cosmetics Maybelline Revlon Lâ&#x20AC;&#x2122;Oreal

Store Check Category Three Hot Chocolate

In an industry where Nestle is one of the most profitable food and drink companies in the world, other specific chocolate brands are also coming out with their own brand of hot chocolate. There are not many competitors in this market, and Nestle’s Carnation brand of hot chocolate is still one of many people’s favorites. Many of the specific chocolate companies’ don’t make their hot chocolate available in general stores, and you must buy them from their in-house brand.

Leading Competitors Hot Chocolate

Nestle Ghirardelli Swiss Miss Dove Cadbury Hersheys Milo Sainsburys

Chosen Category

Initially we were interested in producing packaging for a dieline we found could be folded into a pencil case and holder interchangably. However, we thought about the products that would fit nicely with this dieline and ultimately decided on pencil crayons. Through other research, we found that other competitors were using packaging that, although recyclable, could not be reused. We then did brainstorming and concluded that the packaging for this product in existing competitorâ&#x20AC;&#x2122;s packaging could be functional, and not just include a stand.

Brand Name

We had many iterations of names, but the top iterations were the following: Jubi Co Copen Vivid Pintar Q.Lor Joobo Jubble Doodle Dot sQoo QPen Splat Eventually the top three names chosen were: Vivid Q.lor OWO

Chosen Name

The final name of OWO was chosen due to the process of research. By researching components of the pencil crayon, we found that it was made of paraffin wax, which then made us think of the Paraffin penguin. Through this we thought OVO was a good name because it looked like a bird. However, the name OVO is taken by the artist Drake, so we opted to try different iterations of that such as OWO and UWU. Ultimately, OWO sounded the best, and became our brand.

Through process, we tried many methods of making the brand more graphic, and eventually settled on the one we liked the most. We made iterations off of this and ended up with the final, as seen in the captions in the nex The exclamation point ended up morphing into an element that would be better fitting for a logo. We also rounded out the typeface, and the colours of the dots on the logo is meant to resemble a palette, and will change depending on SKU and main colour palette.

Brand Mark Iterations

SWOT of Top 3 Brand Marks

Vivid A spinoff of the word “Vivid”.

Strengths - Appeals to wide range of age groups - Easy to understand Weaknesses - Obvious name - Does not appeal to children - No opportunity for graphic elements

Q.lor A fun way of saying “Colour”.

Strengths Creative name Fun way of saying it Lots of option for creative play Not immediately obvious name

Weaknesses - Does not “roll off” the tongue - May be hard to pronounce - Does not appeal to children

OWO An emoji turned brand.

Strengths Creative name Open for graphic interpretation Not obvious name Appeals to children

Weaknesses - May be hard to pronounce - Process of how the name was chosen not obvious

Graphics Sketches (Beach Theme)

Graphics Sketches (Space Theme)

Graphics Sketches (Jungle Theme)

Graphics Iterations

Dieline Iterations

Dieline Layout Iterations

SWOT of Top 3 Dielines: Beach

Strengths - Dieline works with concept - Hierarchy is clear - Colours work with each other

Weaknesses Second iteration too much like Crayola Too much white space Not a clear structure

SWOT of Top 3 Dielines: Space

Strengths - Iterations 1 and 2 work with background - Logo works well with dark background (Iteration 1 and 2) Weaknesses - Green in iteration 2 looks too much like aliens - Type doesnâ&#x20AC;&#x2122;t work with dieline

SWOT of Top 3 Dielines: Jungle

Strengths - Dieline works with concept - All colours work - Vines help fill up space

Weaknesses - Too much white space, does not fit with jungle theme. - Lacks â&#x20AC;&#x2DC;childishâ&#x20AC;&#x2122; feel

Final Dieline SKU: Beach

Final Dieline SKU: Space

Final Dieline SKU: Jungle