Packaging Process Journal by josiedegler

PACKAGING PROCESS JOURNAL Josie Degler Prof. Tom Gilmore ART 575-75 Spring 2014

TABLE OF CONTENTS Journals Product Search . . . . . . . . . . . . . . . . . . . . . . 5 The Good, Bad, & Ugly. . . . . . . . . . . . . . . 9 Kleenex Redesign . . . . . . . . . . . . . . . . . . . 17 Redesign Critique . . . . . . . . . . . . . . . . . . . 21 Enthusiast Brands. . . . . . . . . . . . . . . . . . . 27 Consumer Personas . . . . . . . . . . . . . . . . . 35 Consumer Trends . . . . . . . . . . . . . . . . . . . 41 Creative Brief. . . . . . . . . . . . . . . . . . . . . . . . 45 Taste of the Wild Adaptation No. 1 . . . . . . . . . . . . . . . . . . . . .53 Adaptation No. 2. . . . . . . . . . . . . . . . . . . . .55 DĂŠcamerona Positioning . . . . . . . . . . . . . . . . . . . . . . . . . .69 Dieline . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .74 Bumble Booze. . . . . . . . . . . . . . . . . . . . . . . . . .77

PRODUCT SEARCH

SALAD DRESSING COMPARISON Brianna’s Home Style Creamy Balsamic: • Words that come to mind: elegant, expensive, taste>health, local, simple. • The main illustration is a beautiful color drawing of grapes. It shows attention to detail and simplicity, which are both reflected in the product description on the side. Maple Grove Farms Fat Free Balsamic Vinaigrette: • Words that come to mind: healthy, cute, affordable, quirky, possibly local. • I have used this dressing for years, and just now noticed that the background is a barnyard scene. From a distance, this looks like a cheap glue job. • With 2x reminders of no high fructose corn syrup and fat free plus gluten free, I read the bottle as healthy versus local or homegrown.

Newman’s Own Lite Balsamic: • Words that come to mind: Newman, charitable, healthy. • Interesting choice to plaster Newman’s name and his face on the bottle. Paul Newman would be more likely to connect with an older generation versus young. However, no other dressing brand has a face on the cover, so it’s easy to find their dressings. • References to Paul Newman and charity visually outweigh the health benefits. I’m not sure why they don’t list what types of charities they support. I feel like that would help connect them with niche consumer groups (e.g. parents with autistic kids, families battling cancer). Charity is really being pushed but I don’t think it’s being approached in a way that will be the decision maker for people.

THE GOOD, BAD, & UGLY

Find three examples of packages that are meaningful to you; one that you use daily,…

DAILY: FOLGERS COFFEE Without coffee, I get bad headaches. It’s definitely a must for everyday. The Package Itself I use this canister everyday, even if it doesn’t have actual Folgers in it. Dunkin Donuts is actually my favorite brand of coffee, but it only comes in the small roll-seal bags or big Ziploc bags. Both bags are difficult to seal and ensure coffee freshness. They also don’t look good on my counter-top because they can be messy. International Folgers is available in the US and Canada. Some language choices may need to be changed for the Canadian market, but I think it would require few changes overall. Brand & Marketing Folgers is all about waking up and drinking their coffee. They are morning people who are excited about life and their coffee. The color red is prominent in their brand and

they use secondary colors to enforce the idea of a sunrise. They have an alarm app to remind people to get up and drink their coffee. Folgers also treasures the holidays and nostalgia. They are known for their tear-jerking Christmas commercials and iconic jingle. The brand has recently been refreshed as an attempt to reach a younger generation. Older generations are content with the classic coffee, while younger people want gourmet options, flavored brews, instant coffee, etc. Their numerous apps and social media jingle contest attempt to reach out to these younger generations. I also included some screenshots from a commercial of women in dance class because I find it hilarious. Drinking coffee before exercise? A mistake you will soon regret.

When you walk down the cookie aisle, shiny Oreo and Keebler …one that cookie packages greet you.you feel guilty using,… They’re all packaged the same: vertical boxes with a single plastic cookie sleeve. But then you get to the Pepperidge Farm cookies neatly packaged in a folded over matte bag. They’re relatively small bags and definitely not a bang for your buck like the family sized Double Stuf Oreos. However, they present an irresistible decadence.

GUILTY: PEPPERIDGE FARM MILANO COOKIES

Pepperidge Farm prides itself on you. They’re all packaged the same: vertical Introducing the world’s most delicious cookie. I only buy them specialexoccaboxes with a single plastic cookie sleeve. quality, choosing a for more sions (e.g. leaving for a big trip, for Mother’s But then you get to the Pepperidge Farm pensive route to packaging and Day). My mom used to buy them for every cookies neatly packaged in a folded over creating that display test in ads graduate school and gainedquality lots of matte bag. They’re relatively small bags and weight as a result. Her story makes me feel ingredients alongside the actual definitely not a bang for your buck like the a tinge of guilt whenever I eat them. family sized Double Stuf Oreos. However, product. Their tag line “Good is inthey present an irresistible decadence. The Package Itself the details.” calls to quality as well. Pepperidge Farm prides itself on quality,

The package can’t be reused, however, it choosing a more expensive route to packme pace myself. Instead of placing Their helps print ads have both a sensual aging and creating ads that display quality the cookies in a tray like Oreos or Chips and parental approach. As if you Ahoy, there are 3 or 4 in each paper cup and ingredients alongside the actual product. you can onlyfood see one paper at a time.fromTheir tag line “Good is in the details.” calls deserve the as acupbreak The paper cups make the cookies feel more to quality as well. parenting or the hardships of life.Their print ads have both a sensual and dainty and expensive. You can drown you stress in Mila-parental approach. As if you deserve the International food as a break from parenting or the nos while your kid makes shapes Yes, they’re international. I don’t think the hardships of life. You can drown you stress needs much alteration except for out ofpackage Goldfish. in Milanos while your kid makes shapes out the language and the color. Purple is associ- of Goldfish. with royalty and decadence Western Their ated Milano cookies just inwent Their Milano cookies just went under a culture but its associations may differ in underEastern a brand refresh. (The new brand refresh. (The new packages are in cultures. the upper-left and old ones on the bottom packages are in the upper-left and Brand & Marketing center.) Using color and more restrained old ones onwalk the bottom When you down the cookiecenter.) aisle, shiny typography, they unified their brand better. and Keebler packages greet UsingOreo color andcookie more restrained

typography, they unified their brand better.

...and one that is just plain ugly.

UGLY: OSEM PICKLES As I was walking through the grocery store, the Jewish food caught my eye. Most, if not all of it, was poorly designed and looked like it hadn’t been updated in years. I picked these pickles in particular because due to price, awful food styling, and a designer not taking the can into consideration with their design. The pickles look gross but the ridges of the can make them look increasingly sickly. The Package Itself The can is a pull-tab. You could wash the can out and reuse it but you would not store the pickles in there. International Osem is available internationally because it started internationally in Israel. Since the product already meets Kosher guidelines, I don’t see why it would need to be modified internationally besides language. Osem has the money and resources to redesign their products. However, I think they choose not to for several reasons: • There is hardly any competition in American grocery stores for Jewish food. • The Jewish culture thrives on tradition. I don’t imagine they are a people group who would respond well to a brand refresh for a product that is special to

them. • If this is how package design looks in Israel, they may want to make people feel familiar. Brand & Marketing Upon further research, I noticed how well Osem’s products translate into Hebrew packaging. The logo looks almost identical, the packaging is kept the same, and all that’s changed is the language really. For someone coming from Israel to the US, they would definitely recognize their products. Osem does not have consistent brand cohesion. They use their shade of red and yellow throughout products, but package designs totally vary and look unrelated besides the logo. I have never seen an ad for Osem products, but I imagine I would only find them in Jewish media, which I’m unfamiliar with. I can’t decide what the ad is about in the lower left corner. I saw it and thought of the story in the Old Testament where Joseph has a dream his brothers are sheaves of wheat that bow down to him. If that’s what they were going for, I think that’s a great idea to incorporate OT references and play up the Jewish heritage of their brand and consumer.

KLEENEX REDESIGN

Provide perspective on the text, individual opinion on the specific aesthetic changes (evolutionary or revolutionary), as well as how the redesign works within the competitive marketplace.

Brand Bible Text: I found the history about Kleenex particularly interesting. It’s weird thinking about Kleenex boxes being “groovy” with their cube shape and hip graphics because they did go through such a bland period. What made them think changing to a basic pattern would be better? Perhaps they wanted to expand into being commercial retailers’ choice of tissue which called for less expensive printing? I loved what she said about taking pride in your Kleenex box. When I was in elementary school, teachers asked you on your school supply list to bring a box of Kleenex for the class to share. I forgot what a big deal this was to me and it brought back wonderful nostalgic feelings. (I probably made it an even bigger deal than it was because I was an art nerd early on.) Aesthetic Changes: Kleenex does a good job with the trend curve, especially with acknowledging different trends among different ages and styles. Some of their prints I love and others I know my mom would like more than me, but they’re all trendy. With all of their different patterns, they extend over the whole trendy spectrum. I think the oval box is a nice update to the cube box. I am interested why they chose an oval versus a circle. I think the ovals look more expensive and feminine than the cubes. The triangle boxes are a fun spin on the cube. People love them too. When you Google them, all sorts of articles come up about how brilliant it is and how people love the Christmas and Summer ones. Creating a one of a kind package that can be modified for different seasons and holidays makes them more desirable. Competitive Marketplace: Triangle and oval boxes stick out more than the ac-

tual designs on them because competitors are all still using the cube primarily. Puffs has fun designs on their boxes but they all use the same color palette and a similar aesthetic. They don’t have any ugly staple boxes like Kleenex. They use color of design to clarify between the type of tissue: • Plus Lotion: blue, green, purple • Soft & Strong: purple, light turquoise, beige • Basic: purple, pink, orange, light turquoise • w/ Vicks: light turquoise. It’s like Kleenex has 2 separate chapters of their brand now: trendy and (boring) staple. Their commercial for school supplies featured the staple boxes while the fashion pattern street interviews featured their trendy boxes. Puff ’s commercials have the recognizable cartoon characters (claymation or computer animation?). Kleenex doesn’t have any sort of mascot nor do they need one. Their brand name has become a generic trademark for facial tissue, giving them the automatic upper hand. Kleenex currently focuses on fun in their commercials, whether advertising staple or trendy boxes (e.g. colorful back to school commercials, stylish box designs) while Puffs focus on tender noses and soft tissue. Angel Soft just started selling facial tissue. Their boxes are bright colors with fun designs. I’m not sure what target audience they are going for with boxes that resemble Kleenex and Puffs. Perhaps they are going for moms since the shrink wrap wrapper has a baby with a towel on it (even though that is their mascot). I buy their toilet paper because it’s cheap and it works. I don’t think people will flock to their tissues versus if Charmin made tissues. People who use Charmin are very brand loyal.

REDESIGN CRITIQUE

Investigate a package redesign case study.... Interview a friend, family member or other student on their reaction to the package redesign.

QUAKER REDESIGN Realizing their fragmented brand identity, Quaker hired Hornall Anderson to refresh their brand, including over 300 of their products. A global brand with a rich history (134+ years) proved to be quite a challenge but HA was up for it. Overall, I like the changes, especially the oatmeal, which I picked for this project. My biggest beef with the redesign is the True Delights brand. The bulleted boxes, Century Gothic, words in different font sizes…yuck. Interviewing Mom: 3 most frequent adjectives: crisper, whiter, cleaner. She kept saying: “It looks more homey.” She said it looked like it was on recycled paper because of the burlap background. (She guessed right—it is made out of recycled cardboard.)

When she first saw it in the grocery store, she liked it. She likes the red heart versus the big green check mark and golden circle. The berries look more naturally placed in the oatmeal versus 3 blueberries in the middle. (“I mean, who does that?”) She noticed the Quaker man looked happier and thinner on the new box and thought it was due to the red color when in fact they did change his image. She likes the red better than the blue background because the huge cans of Quaker oats are red. She associates red with Quaker more than blue. My mom also noted that the Quaker man looks more masculine. I think this could be more attributed to the font change versus weight loss.

Explore other sources that discuss the package redesign, brand or company. Investigate other products and brands that compete within the same category. Provide perspective on the cases as presented, individual opinion on the specific aesthetic changes (evolutionary or revolutionary), as well as how the redesign works within the competitive marketplace.

Aesthetic Changes: Brighter feel. The light blue and rays of sunshine remind you of perfect mornings. Subtle gradients, more natural colors. Updated logo has a slight hipster vibe with Brothers font and ribbon format. However, I think it’s classic enough that it won’t be outdated quickly. Quirky, happy slab serif font, Archer, was introduced. The past flavor font complemented old logo. Archer does differ from the logo but complements it nicely. If everything was in the logo type, it would be overwhelming and much more masculine. The oatmeal looks like it is actually on a table and those ingredients are believably behind it. Past box has the ingredients right on top of each other. The new box has a greater depth of field. The new box has a pantry pack feature. It’s a perforated deep V that extends to the top of the box. Personally, I like this feature. I think it’s inviting and easy. My mom doesn’t use it. She cuts out the nutrition panel side because it’s skinnier. Definitely coherent with other Quaker products. I don’t like how Quaker doesn’t use this red banner on all their products. They have an additional logo with the Larry popping our of the Q. Not a fan. Competitive Marketplace: If you Google image search “oatmeal,” Quaker fills the screen. They already have a significant hold on the

marketplace. Interestingly enough, none of the new boxes appear. No other brand in the oatmeal has as many varieties as Quaker, but there are an increasing number of smaller brands showing up (e.g. Better Oats, Mom’s Best Cereals, McCann’s Irish Oatmeal, Kashi). Most smaller brands focus on health benefits and trendy design. Quaker can now keep up with these smaller companies with a fresher box yet still hold a familiar brand promise. Quaker also has a bigger box than many smaller brands. I’m not sure what the thought is here. Personally, I want a big box of oatmeal because I eat it everyday. If it has 5 packets, I won’t even last a whole week without having to go back to the grocery. What the heck, people? The Media: People like and have noticed the new change, especially Larry’s subtle weight loss. He didn’t undergo massive plastic surgery but looks like he’s happier and healthier and is still recognizable. If you’re advertising your product is healthy, you probably want your mascot to look healthy too. Brand New doesn’t like any of it besides the red banner. But then again, they seem to never like anything. *On the right, the top picture is before. The lower picture is after.

ENTHUSIAST BRANDS

Find three examples of â&#x20AC;&#x153;enthusiast brandâ&#x20AC;? packages from different categories that have remained focused and relevant by targeting a core group of enthusiastic/passionate consumers, rather than trying to appeal to everyone.

PATAGONIA Patagonia is an outdoor clothing brand who is all about getting out there and experiencing all nature has to offer. They keep their prices and quality high to prevent it from being an outdoor brand for everyone (e.g. Colombia). Patagonia remains authentic through its use of social media to display people outdoors, using what their products are made for. Marketing & Advertisements This brand hardly advertises and openly states advertising is not a high concern. If

youâ&#x20AC;&#x2122;re an outdoors person, you know Patagonia. The only ad they recently released denounces their product to promote a higher cause (sustainability). Takeaway for Other Brands Other brands should notice how Patagonia sells a lifestyle. With a massive increase in social media being visual (e.g. videos, photos), daily feeding your consumer pictures of a lifestyle they desire trains them to join the enthusiasts behind this brand and lifestyle thus creating lifelong fans.

SKYLINE CHILI Anyone from the Northern KY/Cincinnati area will know what you’re talking about if you mention Skyline and chances are that they will be a big fan. Skyline chili isn’t your typical Tex-Mex chili. It’s a sweeter, runnier chili served over hot dogs and noodles and is dubbed “Cincinnati-style chili.” This style of chili is sold by other restaurants but Skyline undoubtedly has the largest fan base. Brand Authenticity Their authenticity is reinforced through its relationship with Cincinnati. The Cincin-

nati skyline is in their logo. Cincy loves Skyline back by endorsing its gear in their Cincy Favorites store. Marketing & Advertising Commercials are simple: people eating at Skyline talking about how much they love Skyline. They reference other Cincinnati favorites (e.g. Reds baseball games) and how they grew up with this food. Other brands should desire this irreplaceable nostalgia and cultural reinforcement.

ABERCROMBIE & FITCH A&F is known for its “casual luxury,” expensive clothes, and racy black-and-white advertisements. They are one of the most expensive clothing retailers for teenagers. A&F targets skinny, pretty, cool teenagers. In a day and age built around acceptance and not hurting people’s feelings, A&F has received a lot of push-back for their unwillingness to make plus size clothing. In a 2006 interview with Salon, CEO Jeffries said, “Candidly, we go after the cool kids. We go after the attractive all-American kid with a great attitude and a lot of friends. A lot of people don’t belong [in

our clothes], and they can’t belong. Are we exclusionary? Absolutely.” Takeaway for Other Brands While this may seem drastic and risky, A&F has their audience and marketing pinpointed. They use sex, youth, and casual superiority to sell their clothes. Like Patagonia, they sell a lifestyle. They only use models that are store employees to seem more “real.” This makes the brand ideal “all-American kid” seem more attainable.

CONSUMER PERSONAS

MEET MYRTLE MAE My group chose to focus on the Depression Era demographic, which includes mostly women who are retired. To help tell the story of this demographic, we created an ideal woman, Myrtle Mae, and focused on her life. Through research and our own experiences with our grandmothers, we gained an understanding of their values and how that plays into the products they desire and purchase. First, we created a mind map. We rattled off whatever came to our mind and the map eventually got huge. Using this information, we gained a clear idea of this woman so we started finding pictures to represent her. Through joint Pinterest boarding, we created “Who She Is,” “Her Family,” “Lifestyle,” and “Likes & Buys” image collages. This in-

spired us to write a day in the life of Myrtle: “Without an alarm clock, Myrtle naturally wakes up around 5 AM. She prepares herself a light breakfast of eggs and dry toast while reading her freshly delivered paper. Once she cleans up breakfast and works on her Bible study lesson, she rounds up Russell, her short hair Chihuahua, for their usual walk around the park close to her condo. After a refreshing walk, Myrtle meets her best friend Betty for their water aerobics class at the Y. She briefly cleans up before heading off to Roosevelt Elementary, the school she taught at prior to retiring. Sometimes she fills in as a substitute, but today she is helping making decorations for upcoming class parties.

Aging gracefully

Aspires not to LOOK young, but to LIVE young

Very careful with money

Values Conservative (in a variety of senses)

But finds talk radio annoying

Patriotic

Create a persona profile(s) of a relevant consumer May have been politically more centrist/liberal in an earlier time

psychographic from a target demographic. Investigate product categories that are relevant to

But somewhat socially liberal (influence of grandkids)

the strategic target. Groups will present the initial personas to the class. Personas will be shared with the class and developed as prime prospects.

Good sense of humor

Not goals, so much as "bucket list"

Still curious about the world

Personality

Proud

Self-sufficient as much as possible

Generous with

Still has lots of friends

12:00 AM

Her morning concludes as she goes back to her condo around noon for lunch and to take Russell out. While eating a sandwich and some soup, she talks on the phone to her friend Susan about their upcoming Alaskan cruise with a few other friends. After their conversation, she gets engrossed in her daily New York Times crossword puzzle.(Done in pen, of course.) She loses track of time working on the puzzle but decides to take a break and tend to her garden. Sometimes it pains her to work in the garden because it reminds her of her late husband and how much he loved to garden. After grooming her tomato plants and herbs, she heads inside to get ready for dinner.

tells Myrtle all about her spring semester as a freshman at EKU while Jonathan tells her about what he’s doing with his Boy Scout troop. After a fun evening of laughter, stories, and pasta, Myrtle heads home to catch a new episode of Dancing with the Stars. She then retires to her bedroom to read a bit before falling asleep just before 10pm.” To illustrate her day, we created a timeline of products she uses throughout the day. The goal of all our research is that it could possibly be an aid to someone’s final project if their target audience is someone like Myrtle.

Myrtle meets her eldest son and his wife, Mark and Vanessa, for dinner at Carrabba’s. To Myrtle’s delight, her grandkids, Alicia and Jonathan, join them. Alicia

12:00 PM

1:00

CBS Sunday Morning

Food Nightly News

CBS

Tastes

Sense of style

Watches TV

Comfortable clothing

Enters state fair every year

M*A*S*H* Hat when out in the sun

Some health issues

Part of a quilting group

TV Land

Attends church

Jewelry

Still drives

Arthritis

Doesn't like to drive at night

Still wears wedding ring?

Myrtle Mae

Lives in condo

Bio

Purchases Clothing Books

Light spirituality/pop psych stuff

Moved closer to city/kids once husbnad died

Eddie Bauer Born 1994

Coldwater Creek

Older brands that aren't as revered anymore

Born in rural KY

Worked as teacher

Mysteries

Husband Korean War vet Still subs/works in library on occasion

Magazines

OR - lived 30-60 minutes away from city

Moved to city later in life

Kids National Geographic

Southern Living

h time

0 PM

Shared photo stream

Lifestyle

Jeopardy

In their 40s & 50s "Spoiled by grandma"

Smithsonian?

Grandkids Has possibly even outlived one of them In their teens - late 20s

5:00 AM

6:30 AM

7:30 AM

41 1:30 PM

2:30 PM

5:00 PM

6:00 PM

DRAWING THE DIGITAL LINE

CONSUMER TRENDS

Mintel 2014 Trends

INTERNATIONALISM ON THE AGENDA

Read Mintel Reveals US Consumer Trends for 2014. Explore other sources that discuss consumer trends. Provide perspective and individual opinion on how consumer trends may impact your final packaging project*.

Internationalism: All of the trend resources I explored predicted an increase of internationalism due to increase of travel, major world events, and social media easily connecting countries. My line of products won’t be internationally based but some of the ingredients or flavors could have international fusion. Studies show that children are becoming fonder of international cuisine and flavors and parents are more likely to fix international food. Also, if I’m going for a Whole Foods Market sort of product, that type of clientele seems to appreciate an international flair to their food. It makes it appear more upscale. No Data & Big Brother-wary: All of the resources noted the interesting paradox of we want more sophisticated, easier to use technology, but we also feel a need to return to a simpler time in life. They realize the importance of “unplugging” themselves. My products could encourage kids to go

out and play. They could offer a brand-associated app that gives kids technology-free ideas of what to go do. Environment Friendly & Mindful: Packaging needs to be composed of some sort of recycled material. Does buying this brand help anyone? Box tops? Kids in Africa? Hurricane relief? Cancer research? Guilt Free & Prevention: My line of products will be a healthy alternative for parents. It won’t be chock full of sugar and whacked up food dyes like Captain Crunch or Fruity Pebbles, but it also won’t be tree bark. I want to achieve something in the middle. Something parents feel good about and that kids actually want to eat. We’re preventing childhood obesity and addictions to sugary foods. I initially thought my final project was going to be about sustainable packaging for healthy snack food for kids. Due to time constraints, I wasn’t setting plausible goals. In the Bumble Booze section, I address consumer trends specific to BB.

FUN, DOWN TO EAR EXCITING, PASSIONA

QUIRKY ORIGINAL NO GUILT (HEALTHY

PRODUCT BENEFI

REASONS TO BELIEV Encourages creativity and originality; allo of reusing package; gives kids ownership

PRODUCT ATTRIBU

DIFFERENCE Inventive snack encouraging creativity. Sustainable packaging.

Flavo h

BRAND TARGET

RTH, ATE

ITS

CREATIVE BRIEF

VE ows kids to see benefit p; healthy alternative

UTES

PARITY or variety; on the go snack; healthy snack option 47

CREATIVE BRIEF BUSINESS SITUATION

Client, Brand, and Product titles are still TBA. COMPETITIVE LANDSCAPE • Relatively limited. Few products in the healthy market are exclusively geared to kids and even fewer (if any) offer sustainability options for kids. • Outside of the healthy market: Barnum’s Animal Crackers, Goldfish, Kraft Handi-Snacks, individually packaged snacks BRAND POTENTIAL • Strengths: original packaging approach, sustainable, promotes imagination and engineering, healthy snack option • Weaknesses & Threats: packaging production complications and expenses • Opportunities: Major web, app, and social media possibilities (e.g. how kids have decorated their box, future box ideas, competitions, how to raise a kid with an imagination, app to design a box); pairing with educators and schools.

OVERVIEW

WHAT IS THE PROJECT? Creating a brand, including logo, packaging, website, and possibly more, that’s healthy and something kids want to eat. WHAT ARE WE DESIGNING AND WHY? A logo, packaging for several products, future guidelines for further package design, a website (responsive format). The packaging needs to be sustainable and playful because we want it to be desirable, practical, and inspiring. This generation of kids and parents could be accessing information via laptop, PC, phone, tablet, etc. so the website should fit their format. WHY IS THIS NEEDED? Healthy food brands are boring. What kid would desire Cascadian Organic over Lucky Charms? Healthy food brands appear to be originally made for adults and then a version for kids springs out of that. This brand and its products are made for kids. There’s also a growing need for engineers and kids need to learn to be inventive. WHAT’S THE OPPORTUNITY? Creating a brand for kids that encourages healthy eating and imagination, originality, and inventiveness.

J. DEGLER 1

CREATIVE BRIEF OBJECTIVES

1. Create an engaging package that encourages playfulness and imagination. 2. Make sustainable packaging for kids, helping them realize the important of reusing. (Recycling will be included to, but reusing takes priority.) 3. Help make eating healthy fun. NOSTALGIC

AUDIENCE

OUR STRATEGIC TARGET • Young Gen-X parents with children ages 3–10. • Middle-upper class. • Parents shop at Trader Joe’s, Whole Foods, Fresh Market MALE FEMALE (which are stores that would sell this product). They buy children’s clothes at The Children’s Place and Gap. For themselves, they shop at Gap, the Limited, Express, Loft, Banana Republic, and occasionally Target for a cheap thrill. • They want the best for their kids. Organic food, piano lessons, soccerCONTEMPORARY practice, private tutors, horseback riding lessons, educational summer camps. • They don’t mind using coupons but they don’t need them nor do the brands they buy typically offer coupons.

POSITIONING

BRAND ESSENCE PASSION TO IMAGINE

BRAND CHARACTER FUN, DOWN TO EARTH, EXCITING, PASSIONATE

EMOTIONAL BENEFITS QUIRKY ORIGINAL NO GUILT (HEALTHY)

PRODUCT BENEFITS REASONS TO BELIEVE Encourages creativity and originality; allows kids to see benefit of reusing package; gives kids ownership; healthy alternative

PRODUCT ATTRIBUTES DIFFERENCE Inventive snack encouraging creativity. Sustainable packaging.

PARITY Flavor variety; on the go snack; healthy snack option

BRAND TARGETS CONSUMER Toddler-Elementary age kids; occassional snack/treat.

SHOPPER Gen-X middle-upper class parents; want best for kids

TRADE Speciality healthy grocers. (Whole Foods, Fresh Market)

J. DEGLER 2

POSITIVE

NEGATIVE

INTERNAL

original packaging approach, sustainable, promotes imagination and engineering, healthy snack option

packaging production complications and expenses

EXTERNAL

CREATIVE BRIEF

start trend for educational food; parents and kids will use brand resources (website, app)

price point too high; kids don’t use as intended; other brands imitate and steal business

POSITIONING

DELIVERABLES

SCHEDULE

• Create a line of packages (at least 3). • Develop brand and logo. Mini brand book? • Create website and app. • Ideas for future packages and brand direction. Titles of Company, Brand, Product MON, FEB 24TH 3 Final Product Ideas WED, MARCH 5TH Completed Logo MON, MARCH 10TH First drafts of 3 packages MON, MARCH 17TH Website & App Wire-frames MON, MARCH 24TH Website & App Complete MON, APRIL 7TH Final Drafts of Packages SAT, APRIL 12TH Presentation MON, APRIL 14TH OR WED, APRIL 16TH

J. DEGLER 3

TASTE OF THE WILD 53

ADAPTATION #1 Shape:

they feature are domestic.

The new shape allows for easier pouring and measuring.

Promotion:

While this would be convenient for other pet foods, it would be most convenient for small animal feeds. Big dogs are going to run through a container this size quickly and owners may not find this container practical. Making it big enough to fit a big dog’s diet would probably make it not easy to lift. New Variety: They don’t have any rodent feed and I thought it would be humorous to have a herd of hamsters out in the wild. When I explained it to my mom, she thought the image was funny but told me she would have bought a feed that looked like that when we owned a hamster. Our hamster was named Indiana Jones because we wanted him to be adventurous so this food would have been perfect. (On a sad side note, I’m pretty sure he died of obesity. It would have been good if we had a measuring cup to measure his feed.) All of their products feature an animal out in the wilderness and are named after the location featured in the illustration. They pick the location based on what’s in the feed (e.g. stream means it includes trout, American west means buffalo). I also picked a location that is unique and could be in the US (Alaska) because the locations and animals

Most pet feed websites I went to didn’t have a promotion going on, and if they did, it was for free pet feed. You’re not going to have a promo for free tickets to Disney world or a free cruise because you can’t take your hamster. (Unless you were really determined.) Originally, the promo was outlined in the same blue as the letters to make everything more cohesive but it didn’t stand out enough. I pulled an orange hue off of one of the hamsters so that it wouldn’t look too out of place. I kept the fonts Souvenir and Garamond for cohesion. I used navy as the background to make the orange and white pop. Overall Look: I wanted to keep the hand-illustrated feel without actually illustrating it. I don’t like ugly promotions that completely stick out. I think the promo is eye-catching but doesn’t ruin the scene. I kept the look of outlined letters consistent. I think it’s playful yet adventurous. Usually their labels show predators hunting prey but hamsters don’t really roll like that. Including a predator would probably freak out the consumer. In the top left on the opposite page is the original bag artwork. The bottom right is the adapted package and artwork.

ADAPTATION #2: NEW VARIETY So, I understood the assignment incorrectly, but luckily, we got to revise our design after a class critique. I chose to combine all 3 of the assignments (promotion, structural change, new variety) when we actually were supposed to do 3 different packages. 1st Attempt (Left) Following suit with their other products, the hamsters are placed in a natural environment. I attempted to make it look painted, however I think this effect could be exaggerated further. I admit: I was trying to be cheeky. Although it may look realistic, most people would recognize the tongue in cheek approach, which doesn’t fit TOW. The feedback received was to either go big or go home with the cheekiness and to try different environments.

2nd Attempt (Right) Upon researching hamsters, I discovered their natural habitat is Syria. This is a photo of a Syrian hillside. The only downside, in my opinion, to placing the hamsters in a more natural habitat is they camouflage better and don’t pop out. The formula description is less legible, but the bottom of TOW bags are very legible and what the consumer reads first. The front of the bag won’t be read from a distance. However, I didn’t include anything about Syria in the formula description because TOW prides itself in being all-American. I also included more pictures of hamsters eating things that are in the formula description. I toned down the cheekiness because that doesn’t fit TOW’s brand.

ADAPTATION #2: STRUCTURAL CHANGE Feeding your animal the correct amount of food is important because you want them to be at their healthiest. Pet food doesn’t usually provide a measuring utensil so portion control can be difficult to monitor. Also, it’s difficult to keep air out of big food bags to ensure freshness. 1st Attempt Putting the feed in a detergent bottle allows for easier pouring, measuring, and freshness. It also allows for easier storage. A downfall is the size limitation. You couldn’t put 30 lbs. of dog food in here. It would be too heavy to pour. This size would

be ideal for small bags of dog/cat food or rodent feed. 2nd Attempt This bottle shape maintains the same level of freshness and pouring ease. With a flat left side, the pouring spout can be placed on a shelf for dispensing food. No lifting necessary. This would be ideal for larger sizes of food. The spout would have to be much wider than this to fit dry dog food and possibly more vertically angled. Another dispenser possibility would be something similar to buffet cereal dispensers.

ADAPTATION #2: PROMOTION Traditionally, pet food brands usually stick with promotions that save people money when they buy their pet food or pertain to their pet or animals somehow. Offering something like free tickets to King’s Island doesn’t make sense because you can’t bring your pet. 1st Attempt I used the fonts (Adobe Garamond & ITC Souvenir) TOW uses on all of their packaging to make the promo not seem so out of place. I picked colors that stood out and contrasted but weren’t too jarring. I didn’t receive any feedback about the promo from classmates, but my thought is that it’s competing too much with the circular TOW emblem. I think it needs to be

in a top corner to not disrupt the scenery. 2nd Attempt I still stuck with TOW’s fonts but chose the promo background to be the same color as the emblem, maintaining their “gold standard.” By slightly cutting the opacity of the ribbon, it is less intrusive. and I moved it to the corner to compete less with the emblem and scene. It’s also extended over the bag crimp to be more eye catching since the promo is on the side of the bag. The promo should also be displayed on the bottom of the bag, since consumer’s will see that before the actual front. (Not visible in rendering.)

DÉCAMERONA 69

YOUNG, HIP, & HEALTH-CONSCIOUS Brand Introduction

Young, Hip, & Health-Conscious

Gustavo Décamerona came to America from Italy for a fresh start. His father owned a pastry bakery and he had spent many years in the shop observing how to make the best cookies, cakes, and sweets. Décamerona opened his own pastry bakery in Bayonne, NJ in 1947, becoming wildly popular. Décamerona is now a luxury confectionery brand sold in select grocery stores nationwide.

I picked a trendy color (mint/light turquoise) and made it a little more contrasting by slightly making the background a warm gold yellow. Overall look is expensive yet casual and cozy.

Overall Brand Audience With its classy, refined look, Décamerona overall markets towards middle-upper class females. The following product concepts slightly differ in audience but all fit under the Décamerona brand standard of minimal and classic design achieved through select fonts (Gotham & Didot) and photography. Main competitors: Ghiradelli & Pepperidge Farm.

With the crumbs, wood, and casually arranged cookies, the picture looks natural, like something someone would take on Instagram. The description under the brownies is straight-forward healthy. It appears authentic and healthy-food fans will like not having to search through the ingredients. Dieline Taking this face panel, I developed a full dieline for production. I employed the same use of photography for the front and back. The copy on the back is witty but countered with a simple and elegant design. Colors: CMYK printing with a spot color for the logo rectangle color.

LOOKING TO INDULGE PINTERESTER, GEN-X Audience This person is between 20-40. She has a few children and/or works, but she does have free time. Probably married. Drives a sedan or mini-SUV thatâ&#x20AC;&#x2122;s not over 10 years old. She loves to Pinterest and is on FB, Instagram, and maybe Twitter. She shops at Loft, Gap, and Target. With dinner she enjoys a glass of wine. Design Very few brands have seized the Pinterest craze for desserts. Popular desserts include combinations of cookies and cake mixes.

Pinners may be intimidated to prepare these desserts without the comfort of a mix. Newly refreshed brands show cake in an actual setting--not just a clipped photo on a color background. (If my Photoshop skills were better, I would put them in an actual kitchen or on a napkin. Or make the dessert and shoot it myself.) Establishes a social media connection without being gaudy. Looks indulgent yet the wood adds a touch of natural.

QUICK & EASY, INDULGENT, GEN-X Audience

Party of 1 to indulge.

The difference between this audience and the previous is that this buyer is looking for a quick and easy indulgence. The red velvet brownies aren’t pre-made and take a while to make since they’re separate parts.

The brownies take a while to make but this requires only one ingredient. With a contrasting, dramatic photo, few words are needed to convince you to buy the shake. All you need is the “it’s easy” push to win you over.

Design Out of all the concepts, this one is the most sultry and indulgent. Instead of lots of cookies or several brownies, there is one shake.

I chose to not place it in a natural setting because I thought it would take away the seductive lure.

5.5”

2”

DÈCAMERONA EST. 1947

Cookies & Creme

DÈCAMERONA EST. 1947

WHO WE ARE

Cookies & Creme

Like you, we like good

7”

food and we want to make food that we’re proud of. When Gustavo Decamerona came to America to open a bakery in 1947, he dreamed of a fresh start and that dream is still motivating us today. Using fresh ingredients, we’re creating treats that combine health benefits and taste. Yes, we’ve done the impossible. So go ahead, grab a box of Decamerona cookies, sit back, and enjoy. No guilt, all taste cookies. You may have to fight your friends for them, but we think it’s worth it.

CONNECT WITH US

COMMENTS OR QUESTIONS? CALL 1-800-567-2333

@DECAMERONA

EMAIL CS@DECAMERONA.COM DISTRIBUTED BY SUSTANCE FOOD CO. 153 FORSYTHE DR. LEXINGTON, KY

DÈCAMERONA

BEST BY: 10/17/14 KAD 02:33

EST. 1947

2”

Cookies & Creme

Date: 03-05-2014

File Name: dieline-02_final Client Name: Decamerona

Designer: Josie Degler

Project Name: Cookies & Creme Fonts: Gotham HTF (Bold, Light) Didot Italic

Color #

Tint %

Notes: Text in white “used by” box will not be printed.

5.5”

3/4”

BUMBLE BOOZE 79

OVERVIEW & AUDIENCE Overview & Objectives • Designing a line of alcohol with different products that stay brand cohesive. • Creating a website, promotional material, and social media strategy for the brand. • Bumble Booze targets an untapped audience in honey liqueur in addition to introducing a historic beverage to mainstream women. Business Situation Bumble Booze is a line of honey liqueurs and meads targeted towards women ages 21-35 who are new drinkers. As for honey liqueur, Jack Daniels and Barenjager are the most popular brands and they target a male audience. The competition for mead is limited because mead is not a mainstream beverage currently. Honey is a timeless classic in food. It’s sweet, decadent, and natural. With a consumer increase in buying more natural and exotic foods, mead is an appealing new variety. Honey liqueur is not a new product

but Bumble Booze targets a new audience: women. The liqueur can be used for cooking and drinking while the mead would mostly be used for drinking. Consumers are also interested in environmentally friendly packaging. While the liqueur bottle is less likely to be reused, the mead bottles will likely be reused because they’re glass and unique with Grolschstyle caps. Audience Thriving in her mid-twenties, our ideal consumer is new to the alcohol market and open to trying new things. She shops at Target, Loft, and Forever21. When she has a little extra change, she may splurge for the sale rack at Anthropologie or JCrew. Though single and not ready to settle down, she enjoys pinning her future wedding, in addition to easy meal recipes, fashion she can’t afford, and exercise she’ll never do. She wants to buy food and beverage products that are ready-made or involve easy recipes.

HONEY LIQUEUR Trends CreativeBloq posited that spirit trends this year would include hand-lettering and monochromatic bottles. I’m not an expert in hand-lettering, but I took the font Buttermilk and modified it took hand-lettered with the swooshing lines over and under the letters. Design Contrasting with the girly font, the black hexagonal bottle subtly suggests the content while the topper adds a pop of personality. With a soft black matte finish and embossed gold lettering, the bottle feels expensive and well-crafted. It’s alcohol dressed in a little black dress. It looks like a perfume bottle on first glance,

which is not a bad association. Perfume makes a woman feel regal and confident and is something women don’t mind spending a bit of money on. 3D Printing To create a physical model, I worked with a 3D printer to create a plastic 1:1 bottle. 3D Printing is a lot cheaper than buying a custom glass form and allows you to refine physical dimensions through experience with the product. However, it doesn’t look as nice as glass and takes longer than you think. The following process took a little over a month’s time: pitching idea, talking with a 3D designer, CAD rendering, printing, printing problems, sanding and finishing.

The initial PSD design I sent to Ryan Jennings, the 3D printer and designer.

Ryanâ&#x20AC;&#x2122;s 3D renderings in AutoCad.

The final product.

Unfortunately, there was no was to emboss or add the matte black finish I initially had in mind. This is taking the printed structure and combining it with the initial design I sent Ryan.

MEAD Design This was a lot more complicated than the liqueur bottle. I had to work with an existing structure—a Grolsch style bottle from Hobby Lobby—and make it work with my design. I had to do a lot of cutting things out, trying them on the bottle, and measuring. Also, my design involves the back label so I had to figure out how images would look when refracted through water. I challenged myself by only letting myself use gold and black for these labels. This was easy for the liqueur but became an issue with the mead because I had to figure out how to differentiate flavors. The front label is the same for every bottle: black with golden swirls. The only difference is the flavor below the logo. The colors of the liquid and backside of the label are what clearly distinguishes the flavors. I wanted to contrast the swirli-

ness of the label with a geometric pattern on the backside. First, I tried a hexagon pattern like honeycomb. The honey part of the label read well but the strawberries as hexagons were not readable. I opted for a looser pattern, like a Louis Vuitton bag, but still something to contrast the outer label. The new fruit illustrations match each other in style and are mostly black. The bee illustrations have more yellow than black so they contrast with the fruit. Once I nailed the wrap-around label, I still wasn’t pleased because consumers couldn’t quickly glance at the bottle to know the flavor. It was cool to examine the inside label through the mead, but if it was on a dark shelf, you may not be able to see that. I decided to make circular stickers for the space between the neck and trunk of the bottle. For the sticker illustrations, I combined the fruit and bee illustrations.

Bradford Pear Honey Mead

Four Apple Honey Cyser

Strawberry Honey mead

WEBSITE & PROMO Website Design Alcohol brand webpages are typically simple. They usually offer history about the company, product overviews, recipes, social media/promotions, and contact information. They donâ&#x20AC;&#x2122;t typically have a blog function which means they donâ&#x20AC;&#x2122;t have to stick to a content-management system template. Cards are currently in style, as seen on Pinterest and Google search results. I wanted to incorporate this but put a Bumble Booze spin on it. Instead of being rectangles, the cards are hexagons. Pinterest Strategy Brands that target young women, like Chobani Yogurt and Panera Bread, are

prime examples of how to use Pinterest as a business. Yes, they pin recipes with their ingredients, but they also pin stuff that has nothing to do with their actual company. If you go to their profile page, their board titles pretty much describe their ideal consumer. Someone interested in fitness, living life to the fullest, cooking with natural ingredients, etc. They also have a lot of boards, so that they appeal to women interested in different things. Advertisements I want the ads to be tongue-in-cheek but in a cute, flirty way. Theyâ&#x20AC;&#x2122;re simple and classy, like the bottles themselves.

Home page (top) and home page with hoverstate (below)

Bus shelter advertisement