FEEDING food FACTS Studio 1 | Jyoti Mann
This document is prepared by Jyoti Mann, as a part of her academic project Studio 1. Set in TitilliumText22L& Aero Matics Published at: National Institute of Design, Ahmedabad
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Studio 1
Unconventional city food guide
Project Guide - Dr. Tridha Gajjar Jyoti Mann S1101111 PGDP(Graphic Design) 2011 Semester 2
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Table of Contents Getting Started Information Collection
Analysis and synthesis
Design Development - Visual
Design Development - Form
Execution Conclusion
Introduction Theme Selection Proposal Contextual Study Developing a Brief Design Approach City Selection Opportunity Mapping Delhi Food Festival The User Information Selection Media Planning User Interaction with packaging Redefining the Brief Setting up the Theme Idea Generation Setting up the Visual Language Typography Colour palette Theme Poster Theme Invite Final Theme Products Understanding Packaging Design Form Generation Adding Narrative Final Packs: Aloo Chaat Final Packs: Kathi Kebab Rolls Material Research Costing The future Learning Credits Bibliography
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Introduction This project was a part of fulfilment of my academic requirement as Studio 1, which is the first design project. I have made an attempt to promote city culture to the travellers through food as a medium. I have taken Delhi as a model city to start with and have come up with food packaging for the Delhi food festival. The idea behind the same was to guide the user about the history and importance of the food in an unconventional way. Through the course of this document I will be highlighting my design process, research and analysis, design decisions that helped me completing the project and coming up with a solution in the form of product packaging.
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Theme Selection Towards the start of the module we were given two blanket themes, which were
Travel & Environment
On a lot of collective and individual brainstorming I arrived to the decision that I will be working on Travel as my broader theme.
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Brainstorming - Travel
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Travel & Food Travel and food are interlinked. Every traveller wants a good food experience and wants to explore the city to the fullest. He obviously has worries about what food will the city offer. This is where I started mapping down what’s a travellers mind while travelling. Secondly I realized that every place has something special to offer with respect to the food, which depends on the cultural importance, availability and history of the place and the food. Also this is where the city wants to be portrayed as a place which offers healthy and hygienic food which in return would help the city to gain more tourists.
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What the city wants to share?
What’s on the travellers mind? What to eat? Where to eat? What is special/ important about the city food? What is the traditional food?
Why is this food special? History about it? What is the special food for a particular occasion?
Therefore there is a need to bridge the gap between the traveller and the city. And to clear his mind from the worries he has about the city food.
It was this need on which I based my project and came up with the project proposal.
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Proposal Introduction
Visiting places and trying to explore them to the fullest is what every traveller intends to do while travelling. Almost every traveller on a trip has concerns about where and what to eat. With the diverse nature of our country, every region has its own cuisine and speciality food items because of which every time you reach a new city you go clueless about where will you get the best food that the city has to offer. Also in most of the cases you get to know about what you should have had only when you are back from the place. This is where the traveller feels the need of having a food guide or consulting some reliable source of information.
Context
But does a food guide really help? If we talk about pre-planning, yes a food guide might be a good resource. But not everyone pre-plans. Also decision on where and what to eat are made quite on the spot. So why not break away from the conventional way of doing a food guide and provide the traveller information on the spot while he is already eating.
Objectives
To design a solution for providing a traveller relevant information about food /eating joints/ food facts/ speciality of the city /origin and history
Target Audience
The target group for this would be any traveller belonging to the urban society. Age group- from 15 – 55 Gender - possibly for all
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Studio 1 Guide : Dr. Tridha Gajjar
Unconventional city food guide Jyoti Mann
PG Graphic Design ‘11
Semester 2
Introduction Visiting places and trying to explore them to the fullest is what every traveller intends to do while travelling. Almost every traveller on a trip has concerns about where and what to eat. With the diverse nature of our country, every region has its own cuisine and specialty food items because of which every time you reach a new city you go clueless about where will you get the best food that the city has to offer. Also in most of the cases you get to know about what you should have had only when you are back from the place. This is where the traveller feels the need of having a food guide or consulting some reliable source of information.
Context
Objectives
But does a food guide really help? If we talk about preplanning, yes a food guide might be a good resource. But not everyone pre-plans. Also decision on where and what to eat are made quite on the spot. So why not break away from the conventional way of doing a food guide and provide the traveller information on the spot while he is already eating.
To design a solution for providing a traveller relevant information about food /eating joints/ food facts/ specialty of the city /origin and history
Target Audience The target group for this would be any traveller belonging to the urban society. Age group- from 15 – 55 Gender - possibly for all
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Contextual Study Environmental scan The first thing that I did to begin my research was to conduct an environment scan of all the possible measures taken to guide a particular traveller travelling to any city. What are food guides? A food guide is referred to a publication or interactive mediums which help a user/traveller to explore any place by providing the information related to the restaurants, food eateries and their prices and rating.
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1. Books
In the current market scenario a plenty of food guides are available i.e. The Times food guide, Kingfisher explocity, HT crystal award guide etc. These guides usually have an alphabetic list of all the restaurant spaces in and around the city belonging to all price ranges. These books also work on a paid advertisement and review system. A lot of them also offer a space for
Kingfishers Explocity
promotion through print adds or discounts coupons to be added to the book. The second kind of published guides are usually with a bloggers approach that is they talk about a person’s personal experience in the city.
Times Food Guide An yearly guide with restaurants listed alphabetically
The Delhi walla, A bloggers approach
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2. Interactive media a. Website
Online a lot more options are available i.e. Burrp.com, zomato. com, asklaila.com, justdail.com, theydrawandcook.com, they drawandtravel.com, makemytrip.com tripplanner.com etc.
www.burrp.com
www.gojee.com
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www.justdial.com
www.delhitourism.com
www.htcrystal.com
www.zomato.com www.tripadvisor.com
www.theydrawandtravel.com
www.theydrawandcook.com
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b. Mobile Apps
Also with the advancing technology mobile apps serving the same purpose have also been made i.e. Trip Advisor, IM Guest etc.
Fast food locator
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Restaurant Finder
Search and dine
3. Word of mouth
4. Food promotional events
Delhi Tourism Food Festival
Incredible India Food Festival
Nothing works better than the word of mouth promotion for food joints. Every traveller is influenced by someone else’s experience about food in a particular city.
A lot numbers of food promotional events take place around us on daily basis. These food events are good insight to the city food culture. They can be broadly classified in the following three categories: a. Events hosted by 5 star chains, usually to promote their food quality and get reviews featured in the newspapers b. Events hosted in order to promote a festival or occasion c. Events hosted by the city tourism boards in order to increase the tourism
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5. Food tours
Eatalo A community of foodies who plan frequent trips to famous eatery
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Koncept Delhi A community of foodies that plans occasional food events for people to participate in preparation too
6. Communities for foodies
However print as a medium has only been used for books to provide this information. Thus there is an opportunity to explore the other areas in print such as posters, brochures, leaflets and packaging.
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Inferences Books
Why? • Helpful in pre-planning • Concise data in one place • Detailed review • Added value features like coupons Why not? • Are not helpful In providing realtime information • Need to be purchased • Difficult filtration • Do not talk about importance and cultural associations • Few are just about personal experience
Website
Why? • Helpful in pre-planning • Helpful in finding location • Easy access to user reviews • Easy filtration Why not? • Authenticity of the information is in question • Do not tell about the cultural values
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Mobile Apps
Why? • Helpful in pre-planning as well as in real time • Easy location finding • Easy filtrations Why not? • Authenticity of the information is in question • Do not tell about the cultural values
Word of mouth
Why? • Reliable information is given out • No costs involved Why not? • Information is subjective • Limit reach
Food Promotion Events
Why? • Talk about food as a part of the cultural • User interaction time is more as compared to others • Regulated by some authority, hence authentic Why not? • Limited audience • Limited time
On analysing the above listed points I realized the working for a food promotion event would be best suited for my project as it lets the user to interact with information beyond just user review about food places. It gives a platform to share information about the cultural values.
Food tour
Why? • High interaction with people • Covers a lot of food joints Why not? • Highly preplanned/ booked • Involves a high budget
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Developing a brief To design and develop an unconventional city food guide which will be regulated through the food promotion events by taking up one model city. This guide will not only talk about what and where to eat but also give out information about the importance of the food and its relevance with the city.
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Design Approach Understanding the subject Contextual Study City Selection City Research and analysis Opportunity mapping User Study Theme conceptualizing Design Development Prototyping
Visual Language Development Narrative building Form Generation
Production
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Which city to start from? In order to narrow down to one city I preferred going ahead with DELHI
Why Delhi?
Being the national capital Delhi has the maximum tourist footfall (international visitors). It also acts as the transit city for a lot of travellers within the country. Delhi is the political hub of India. Also since Delhi has a mixed culture food is one binding factor for delhites. It is said that the culture of Delhi is FOOD.
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Delhi Culture
Delhi is bounded by four states namely Haryana, Rajasthan, Uttar Pradesh and Punjab that have a strong influence on the lifestyle of Delhi. Delhi is a cosmopolitan city where people are open to embracing new ideas and life style. People from all parts of the country live here. All major festivals of India are celebrated and the Unity in Diversity is evident in social and cultural gatherings. Be it Holi, Diwali, Id, Guru Purab, Buddha Purnima or Christmas, you will find the same vigor and bliss among people from different communities.
Red Fort, Delhi
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History of Delhi Delhi is a city that bridges two different worlds. Old Delhi, once the capital of Islamic India, is a labyrinth of narrow lanes lined with crumbling havelis and formidable mosques. In contrast, the imperial city of New Delhi created by the British Raj is composed of spacious, tree-lined avenues and imposing government buildings. Delhi has been the seat of power for several rulers and many empires for about a millennium. Many a times the city was built, destroyed and then rebuilt here. Interestingly, a number of Delhi’s rulers played a dual role, first as destroyers and then as creators. Delhi has been the political hub of India. Every political activity in the country traces its roots here. This was true even of the mythological era. The
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Pandavas of the Mahabharata had their capital at Indraprastha, which is believed to have been geographically located in today’s Delhi. The history of the city is as old as the epic Mahabharata. The town was known as Indraprastha, where Pandavas used to live. In due course eight more cities came alive adjacent to Indraprastha: Lal Kot, Siri, Dinpanah, Quila Rai Pithora, Ferozabad, Jahanpanah, Tughlakabad and Shahjahanabad. Delhi has been a witness to the political turmoil for over five centuries. It was ruled by the Mughals in succession to Khiljis and Tughlaqs. In 1192 the legions of the Afghan warrior Muhammad of Ghori captured the Rajput town, and the Delhi
Sultanate was established (1206). The invasion of Delhi by Timur in 1398 put an end to the sultanate; the Lodis, last of the Delhi sultans, gave way to Babur, who, after the battle of Panipat in 1526, founded the Mughal Empire. The early Mughal emperors favoured Agra as their capital, and Delhi became their permanent seat only after Shah Jahan built (1638) the walls of Old Delhi. From Hindu Kings to Muslim Sultans, the reins of the city kept shifting from one ruler to another. The soils of the city smell of blood, sacrifices and love for the nation. The old ‘Havelis’ and edifices from the past stand silent but their silence also speaks volumes for their owners and people who lived here centuries back.
In the year 1803 AD, the city came under the British rule. In 1911, British shifted their capital from Calcutta to Delhi. It again became the centre of all the governing activities. But, the city has the reputation of over throwing the occupants of its throne. It included the British and the current political parties that have had the honour of leading free India. After independence in 1947, New Delhi was officially declared as the Capital of India.
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Dilli ka khaana From the by lanes of the walled city to the swanky hotels and restaurants, Delhi has the taste of all. Delhi gives you the option of choosing from the wide variety of cuisines, which is a mixture of regional and international food. Delhi loves its food which is a blend of North Indian, South Indian, Chinese, Continental and American lifestyle fast food. All these varieties are readily available in every parts of
Delhi. International chains such as Mcdonalds, Dominos, Pizza Hut, Pizza Express, Wimpy and TGIF have a good strong chain all over Delhi. For gourmets, Delhi is synonymous with Mughlai and Frontier Cuisine. The best of Mughlai cuisine can be enjoyed at Karim, (both in Jama Masjid and Nizamuddin) where the recipes, dating from the times of the Mughals have been the closely guarded secrets of generations of chefs. There are many restaurants serving the same but are relatively expensive. At the other end of the scale, there are the many popular roadside eateries around Jama Masjid and
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Nizamuddin where kababs, rotis and biryani are the order of the day. Every five-star hotel in the city has a Chinese restaurant, while most markets in South Delhi have a medium-budget Chinese eateries. The popularity of this cuisine can be gauged by the innumerable Chinese food outlets of the “mealson-wheels” and kiosk variety. The growing sophistication of the Delhite’s palate is discernable in the increasing number of speciality restaurants for an example Thai food at Baan Tahi (The Oberoi) and Sukothai ( Hauz Khas village), Japanese food at Tokyo (Ashoka Hotel) and Osaka (Haus Khas village), and Mexican food at Rodeo. South Indian food is another favorite, the vegetarian variety of which is best enjoyed at many moderate budget restaurants as well at the road side eateries.
Keeping pace with the changing face of the city are the growing number of fast food outlets, which serve all a large variety of cuisines. A delightful spot offering a range of Indian Cuisine are the food stalls at Dilli Haat. Here, the cuisine of different states in made available at very moderate rates. Set in the midst of a spacious craft bazaar these cafes are a very pleasant place to enjoy food. For the more intrepid, eateries such as those at Pranthe Wali Gali, or chaat at Bengali Market and Sunder Nagar, bhelpuri at Greater Kailash and sweetmeats from Annapoorna and Ghantewala can be part of the gastronomical tour of Delhi. Delhi is also synonymous with the omnipresent tandoori chicken and tandoori roti, which, when freshly prepared from the tandoor, makes a delicious meal. This is often available at roadside dhabas at a moderate cost.
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Opportunity mapping Street food - An opportunity
Delhi has a rich heritage of delicious foods, popular eateries, and food stalls that seems to flock every street of the city. In fact it could be said that the culture of Delhi is the street food. But unfortunately this street food has not been given its right position in the market. A plenty of people visit these eateries on daily basis but are totally unaware of the historic importance of the same. International as well as domestic tourist even plan food trips to Delhi. Although now a lot of promotional activities are been conducted to help the street vendors get their right position but still a lot more awareness is needed. This is where a need for some design intervention was felt.
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Measures taken for the promotion of street food 1. Newspapers 2. Promotional Events 3. Awards and recognition
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Delhi Food Festivals Food festivals in Delhi are conducted annually to promote some or the other cultural relevance the city holds. Delhi Tourism has made efforts to hold these events up with several vendors who have been specialists in street food and delicacies for over a century now. Stalls with traditional handicrafts are also be set up and artisans hold demonstrations on pottery and bangle-making. Mehdi artists, sketch makers and artists who specialise in rice engravings do also set up stalls. These food festivals are one big step to promote the Delhi street food.
Dilli ke pakwan poster, 2010
Delhi food Festival, 2009
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Visiting Delhi Tourism office “The traditional food of Delhi is inextricably linked to the intangible heritage of the city and in an effort to showcase this, the nine-day food festival will have some of the century-old outlets — mostly from Chandni Chowk — offering authentic street food and other delicacies unique to Delhi. On the occasion of Delhi’s centenary year, this festival will be a treat for tourists as well as Delhiites.”
“Street food is the very soul of the culture of Delhi and no celebration can be complete without the quintessential chaat, kulfi, biryani, kebabs sold in the labyrinth of Old Delhi. In an effort to showcase this aspect of Delhi, we have brought the culinary delights of the age-old shops of Purani Dilli out into the open for everyone to enjoy,” said a spokesperson of Delhi Tourism.
- GG Saxena. Managing Director, Delhi Tourism
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Participants Some of the street food highlights Delhi: Fish pakora, parathas, aloo tikki, chaat, chai Punjab: Makki ki roti and sarson ka saag, Amritsari naan Hyderabad: Biryani Uttar Pradesh: Mutton korma and kebabs Bihar: Litti chokha West Bengal: Fish curry and rice Kerala: Fish curry, uttapam Moti Mahal Restaurant, Malcha Marg, West Punjabi Bagh, Defence Colony VEDA Restaurant, Connaught Place CIBO, Hotel Janpath Kylin Premier, Ambience Mall, Vasant Kunj Kylin Experience, Basant Lok Dana Choga, Qutab Plaza, Atul Kataria Chowk, Gurgaon Dana Choga’ Kebabri, DLF Qutab Plaza, Nirvana city, Gurgaon Tasty Tangles Kothi Mem (The Birtish Way), Rajouri Garden DLF Clubs Tonino Caramelo @ The Hans Kaffa @ The Hans
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Chutney Bar+Tandoor, The Metropolitan Hotel, CP Chor Bizzare, Delhi, Noida Drift, Epicentre, Gurgaon Oriental Octopus The All American Diner Eatopia Tikka Town, Saket, Vasant Kunj Urban Cafe, Khan Market, Saket Urban Pind Oasis, The Claridges, Surajkund Dhaba, The Claridges, Suraj Kund The Westin Gurgaon 19 Oriental Avenue, Shangri La Eros Hotel TLR Café, Hauz Khas Village Indyaki, The Raddison Blu Zune, Hilton hotel Sidewok, Connaught Place Fez Mediterranean Bar The Yum Yum Tree Royal Plaza, Jasmine, Lutyens Seven, The Surya United Coffee House Khan Chacha Amici The Café, Hyatt Regency Kainoosh Momo 2 Go, Courtyard by Marriott Karim’s Nirula’s
Narrowing down to 2 Kathi Kebab Rolls
Aloo Chat
Vendor Details
Vendor Details
Located in Old Delhi.
Located in Connaught Place
Family run business, about as old as Delhi.
Family run business, since the past 35 years.
Claims that family used to serve and cook for the mughals at the Delhi sultanate period.
Came from Uttar Pradesh, and settled in New Delhi.
Aloo chaat vendor, Connaught place, New Delhi
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The National Association of Street Vendors of India The objective of the association is to bring together street vendor organizations of India so as to collectively struggle for macrolevel changes, which had become imminent to support the livelihood of millions of street vendors. The purpose is to build a strong grass-root movement of street vendors of India. Also along with all this the main aim is to Collect and make available information about good practices,
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initiatives, policies and laws, methods of struggle, court judgments etc related to street vending and street vendors. It must be mentioned that when NASVI was formed there was limited information about street vendor organizations in India. NASVI began by gathering information about these organizations through different ways ranging from media reports, writing to other organizations and to making visits crisis crossing the country to get in touch with these organizations.
Meeting Arvind Singh Arvind Singh, Coordinator of National Association of Street Vendors of India “The main concept of this festival is to show that if street vendors are regulated and are given proper places to run their business from, then they can give you delicious and hygienic food at very cheap rates. This festival will try to break the negative image of street vendors, who have been slowly fading away. It will also bring to fore the traditional cuisines that have been disappearing.�
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The user The first step while starting to design for the event was to identify the user. The Delhi food festival has broadly three categories of users, 1. Local residents of Delhi 2. Tourists from different cities within the country 3. International tourists On analysing further I realised that my core audience lies in the Tourists from different cities as they are the ones who would bring back more gain to the city tourism with the following years and more such events that will happen. The local residents may be gain to the vendors post the event directly but might not need a details city cultural and heritage guidance. And as far as the international tourist are concerned, the Delhi food festival would just serve as a small part of their experience while they travel to India.
How to feed people more than just food? Feeding food facts
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What information should we feed? In order to understand what information should be given out it was important to understand the users. Therefore I conducted a survey on a small set of people to understand what they feel about street food.
Survey
a) On your outings where do you prefer to eat usually • Multi- chain restaurants • Street food • Fine dine restaurants b) How important is the hygiene factor when it comes to outdoor food (rate on a scale form 1-5, where 5 is very important and 1 is least important)
d) What concerns do you have while eating street food? If any e) If the street food is branded and given a proper place to function would you appreciate it? f) What do you think Street food vendor lack in?
c) How many times do you prefer eating street food? • Very often ( 4-5 in a week or more) • Often ( 2-3 times in a week) • Rarely • Never
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Survey findings On your outings where do you prefer to eat usually Multi- chain restaurants (McD, KFC)
Street food
68%
Fine dine restaurants
How important is the hygiene factor when it comes to outdoor food
3.5 1 2 3 4 5 How many times do you prefer eating street food?
Often ( 2-3 times in a week) 42
What concerns do you have while eating street food? If any
Hygiene Disposable crockery Quality of raw materials used esp. waste If the street food is branded and given a proper place to function would you appreciate it?
It wouldn’t be street food anymore
Authenticity goes What do you think Street food vendor lack in?
Popularity A proper stall
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When to feed information to people? After having clear thoughts on what the user concerns are and what are the barriers between the user and the street food I now had to understand when can I give the information out to the people. I order to do the same I studies about all the possible ways of information distribution.
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Posters
Brochures/ Information booklet
Invites
Interactive media
Packaging
Subjective to the users interaction with them. Benefits of packaging as the medium Any user who comes to the event is likely to eat/ taste the food around. For which he will definitely be interacting with the packaging or the food box/ plate that is serve to him. Therefore I would be the best time to provide him some interesting information about the heritage and value of these street food vendors.
Hence
packaging was selected as the medium. 45
User interaction with packaging
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Sight
Serving pattern
The interaction by sight is the first stage of interaction between the consumer and the package. Sight could have served as a very important area to attract people by how the package could be stacked or kept. But I here was catering to the street food vendors who would be freshly preparing the food for the consumer at the spot. The method of food preparation is considered to an art and there have been evidences that people enjoy to watch the chef preparing the food. Based on this fact I decided to not concentrate much on this level.
Serving pattern vary from product to product. In my case were I was concentrating on Aloo Chat and Kathi Kebab rolls. I had two distinct ways of serving. For Aloo chat It was a bowl with a toothpick whereas for the Kathi Kebab Roll I had a wrap package. Any design intervention here would be different for each package, but it was taken for granted that this stage will act as the point of attraction for the consumer to read on/know more about it.
Consumption
Consumption, soon I realised that it was this stage which would act as the most important stage for me to narrate the story, or pass on information, that I wanted too. It was also observed that this is the stage where people spend most of the interaction time with the package, moreover they are relaxed and ready to explore.
Disposal
One very important consideration was the disposal stage. The decision of what has to be taken back and what has to be disposed without raising any ethical issues was to be decided here. The next question hence was, What is that people will want to retrieve later?
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What can be disposed After a lot of questioning and interaction with the target audience I arrived to the decision on what can be disposed off and what can be persevered. I also had to strike a balance between what the people want to know and what the vendors wants to share.
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What the people want to know?
What the vendor wants to share?
- Importance of the food - Hygiene Concerns - Vendor Details - History and origin
- Hygiene concerns - Vendor details - Importance of the food - History and origin
Redefining the brief On the synthesis and analysis of all the information collection and research done, I finally arrived to a point where I could redefine by brief. The objective now, was to design and develop with a packaging for 1. Aloo Chaat 2. Kathi Kebab rolls Wherein the package talks about the story of the street vendor. The package also has to have a not to be disposed(to be taken back with the consumer) element. The package should contain details about the origin/history of the vendor or the food product. The contact details need to be given out.
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Setting up the theme Variety
Reflective
Mixed
Diverse
Delhi Plain
Assorted Borrowed
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Absorbent
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Idea Generation
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Idea 1
Idea 2
Reflective Delhi
Gully Talks
Delhi as we know has no culture of its own and everything we see here is borrowed or brought by some region or the other. I felt it would be a nice idea to showcase Delhi as a place which has been reflecting everything that falls on it. The idea was to show the physical environment of the city in white, relating it to the fact that white is perceived when all colors are reflected. The people, the defining elements for any culture, however would be shown colourfully.
The second idea was to capture the essences of the Delhi streets, the “Gullies’, as called in Hindi. This idea revolved around the streets talking and bringing out/highlighting what is so special about the food that is serve there.
Idea 3 Fold-unfold-fold
The third idea was to make people interact with the city in a way that they visually feel they can fold the city like a paper and take it back them. This idea emerged from the way people interact with a city map, the whole city is folded and kept in the pocket.
On analysing all three ideas I arrived to the decision that the third idea will we more suitable for the event. Fold-Unfold- Fold The visual language could be defining the ways paper folding works, that is with cut and fold lines, so as to create a sense of folding the city and taking it back with one.
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Setting up the visual language In order to visually depict my concept I tried taking the element of paper folding instructions to my composition. The first idea was to draw out the city built environment and characters for Delhi out of cut and fold lines as shown in origami drawings. These dotted lines would evoke the sense of folding and taking the city back with yourself.
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City Built environment
Character building
City build environment here was one of the defining characters of the visuals to be created. I choose a set of monuments, buildings, and infrastructure features that could define Delhi, as people would associate the city with them. The Idea now was to depict them in the way origami instructions are drawn.
The second important thing was to build characters people could associate culturally too. As said earlier Delhi is a multicultural city and has influences from all across India, I felt depicting cultures through characters would be a nice solution.
City Built environment
Sketches for City Built Environment, Cut and fold lines used
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Digitalized concept sketches, Lotus temple (top) Qutub minar (right) Himayun tomb (bottom)
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Digitalized sketch in colour, India Gate
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Character explorations
Concept Sketches for the Character, Aloo Chaat (top left) Punjabi character (top right) Haryanavi Character (bottom left) Punjabi characters (bottom centre), Mughal character (bottom right)
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Digitalized sketches,
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Composition
Poster exploration 1
Taking a step back After reaching the stage of creating a theme composition, It was soon that I realised that the cut and fold lines have some problems with respect to comprehensibility. Therefore the idea here was dropped.
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Folding real paper
Why not!
Design Approach 2 This time I thought that maybe by taking the real paper as my medium will be more apt for the feeling I wanted to evoke in people. Hence I started exploring with real paper cut outs.
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Paper character making, south Indian man
Paper character making, south Indian man
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Paper punjabi character making, Exploration 1
Paper punjabi character making, Exploration 2
Paper Character, Punjabi, Adding Depth
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Paper Character, Mughal
Paper Character, Mughal and Punjabi, Composition making
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Paper Character, Aloo chaat, U.P.
Paper Character, Aloo Chaat, Adding depth
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Composition Making
Exploration 1 Composition making All characters with the city built infrastructure.
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Composition Making
Exploration 2 Composition making All characters with the city built infrastructure.
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Typography The decision of what type to use was a difficult one. The first idea was to use type made by paper folding. On exploring the same I realised that it was suitable for maybe the titles but the body copy with paper folding would have been a really complex form to be read. Therefor in order to maintain the readability and legibility I restricted my self to using existing typefaces which would fit well with the theme. Also before the hunt for the right typeface began, I wrote down the characteristic of the type that I wanted. They were 1. Festive 2. Traditional 3. Indian Looking 4. Having sense of the city, that is, the structural aspect.
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Exploration 1, Making type out of paper folding
Dill i K e Pakwan Dill i Ke Pakw an
Typeface: Clearface Gothic LT Std
Typeface: Sakkal Majalla
Dill i Ke Pa kw an Dill i Ke Pakwan Dill i K e Pakwan Exploring Typefaces
Dilli K e Pakwan
Typeface: Ondine LT Std
Dilli Ke Pakwan
Typeface: Maiandra GD
Typeface: Sofia
Typeface: Narkisim Regular
Typeface: Zag Regular
Typeface: ZnikomitNo24
Dilli K e Pakwan
Dill i K e Pakwan
Typeface: Ceria Lebaran Normal
Typeface: Verve Std
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Merging type
Dill i K e Pakwan Typeface: Verve Std
Typeface: Sakkal Majalla
Typeface created by merging the two
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Creating Paper folded type
Using folded paper to create the same typeface
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Colour Palette Deciding on the colour was again a challenging area to work on. Since I was working on food, I first created a palette inspired by the colours of the vegetables and fruits. But what was missing was the element of festivity, therefore the new palette was created keeping in mind the following things.
1. Festivity The colour Pink, purple, yellow and orange were added to the palette as the colors to introduce the spirit of festivity. 2. Food The colour green was added to have freshness to the theme. 3. Temptation The colour Red was added to the palette to create temptation and hunger.
Colour palette created using colors of the vegetables and fruits
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The final Palette
Green
Yellow
Orange
Red
Magenta
Violet
C M Y K
47 21 100 2
C M Y K
3 16 100 0
C M Y K
3 16 100 0
C M Y K
15 100 100 0
C M Y K
19 100 48 3
C M Y K
64 100 38 39
R G B
148 164 21
R G B
249 207 0
R G B
235 137 3
R G B
210 35 42
R G B
195 28 91
R G B
84 14 72
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Theme Poster In order to get started with setting up the theme I needed to create a composition which would act as a mood board. I approached the theme poster as being a combination of the city landscape and the varied characters created. The idea was to come up with a combination where it feels that the characters are announcing the festival. All these characters have there speciality food depicted in the poster itself, so as to make the audience aware of the different kinds of cuisine present are the event. Also basic information about the event was to be added on the posters.
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Exploration 1 The first attempt of creating the poster got me here. I tried making everything look like paper crafts.
What was missing?
On reevaluating what I made, I realised that the elements of festivity were missing. Everything looked in placed but there was no elements to evoke the feeling of a festival or celebration.
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Exploration 2
This exploration was a refinement of the previous one where I realised that the element of festivity was missing. Therefore this was aimed at adding that celebration feel to the posters. Also in addition to the festive feel I added a few paper folded strips, to denote the aroma of the food and also to add continuity to theme.
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What was missing? Though almost everything was achieved here. I felt that the temptations were missing and being an theme posters for a food festival it was very important for me to introduce the aspect of temptations.
The final poster In order to fill in the missing temptations I tried introducing real food imagery to the poster. Also the aroma lines (paper folds) were made to look soft.
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Theme Invite In order to take the theme forward, that is fold unfold and fold, I tried to design an invite for the event that would follow the theme. After a lot of explorations of how the form would look like I froze on the fold shown on the right, which was a one slit folded A4 paper that gives the options of having a 4 page/8 page layout. I restricted myself to using the 4 folds as one page each where every page acted as an information about the event by each character in their native style.
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Side 1
The Mughal sultanate character announces the name on the event, that is Dilli ke pakwan, The Street Food Festival Of Delhi.
Side 2
The Punjabi Character gives out the dates and the time of the event.
Side 3
The U.P. character talks about the venue of the event.
Side 4
The South Indian character gives information about the activities that will be happening at the event.
Side 1
Sketch 1, Mughal character announcing the event
Side 3
Sketch 3, UP Character announcing the venue
Side 2
Sketch 2, Punjabi character announcing the dates
Side 4
Sketch 4, Keralite Character announcing the events
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Exploration 1- fitting the characters onto the layout
Exploration - Adding depth
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Exploration 3- Creating continuity by adding repetitive elements
Final design
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How folds work
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Step 1
Step 2
Step 3
Step 4
Step 5
Step 6
Step 7
Step 8
Step 9
Step 10
Step 11
Step 12
Final Invite Final Invite Design
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Final Theme Products
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Design Sample, Event Poster
Design Sample, Event Invite
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Understanding packaging design
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Packaging design is inexplicably linked to every aspect of the emerging cultures of humankind from developments in technology, materials, and production to the conditions of evolving consumer societies. Packaging design serves to protect, store and transport goods and is the means by which the marketing strategy for a consumer brand is visually communicated. Packaging design employs a comprehensive design methodology in order to solve complex brand marketing problems. Packaging designers are the design professionals that understand how to connect form and structure, materials, colour, imagery, typography and ancillary design elements with
product information to create a marketable design for a consumer product. Not only does a packaging design perform diverse functional roles, the design serves to legally represent the product and its purpose; and visually identify and distinguish a product and brand within the market place. The many objectives along with the goals of standing out among competitors, avoiding consumer confusion, and influencing the consumer in a purchasing decision make packaging design the critical factor in the success of a company’s integrated brand marketing plan.
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Food Packaging Concerns Food packaging is packaging for food. It requires protection, tampering resistance, and special physical, chemical, or biological needs. It also shows the product that is labelled to show any nutrition information on the food being consumed. Physical protection - The food enclosed in the package may require protection from, among other things, shock, vibration, compression, temperature, etc. Barrier protection - A barrier from oxygen, water vapour, dust, etc., is often required. Permeation is a critical factor in design. Some packages contain desiccants or Oxygen absorbers to help extend shelf life. Modified atmospheres or controlled atmospheres are also maintained in some food packages. Keeping the contents clean, fresh, and safe for
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the intended shelf life is a primary function. Containment or agglomeration Small items are typically grouped together in one package for reasons of efficiency. Powders, and granular materials need containment. Information transmission - Packages and labels communicate how to use, transport, recycle, or dispose of the package or product. Some types of information are required by governments. Marketing - The packaging and labels can be used by marketers to encourage potential buyers to purchase the product. Package design has been an important and constantly evolving phenomenon for several decades. Marketing communications and graphic design are applied to the surface of the
package and (in many cases) the point of sale display. Security - Packaging can play an important role in reducing the security risks of shipment. Packages can be made with improved tamper resistance to deter tampering and also can have tamper-evident features to help indicate tampering. Packages can be engineered to help reduce the risks of package pilferage: Some package constructions are more resistant to pilferage and some have pilfer indicating seals. Packages may include authentication seals to help indicate that the package and contents are not counterfeit. Packages also can include anti-theft devices, such as dye-packs, RFID tags, or electronic article surveillance tags, that can be activated or detected by devices at exit points and require
specialized tools to deactivate. Using packaging in this way is a means of retail loss prevention. Convenience - Packages can have features which add convenience in distribution, handling, stacking, display, sale, opening, reclosing, use, and reuse. Portion control - Single serving packaging has a precise amount of contents to control usage. Bulk commodities (such as salt) can be divided into packages that are a more suitable size for individual households. It also aids the control of inventory: selling sealed one-literbottles of milk, rather than having people bring their own bottles to fill themselves.
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Form Generation- Aloo chat Form 1
Form 1
This form was inspired by the bar be que. It could be used to serve as a tray with a lot of sides available for story telling. The only disadvantage that the form had is the complexity of folds.
Form 2
Form 2
This form is the easiest to make, and uses the lest amount material. It is inspired by the form of the cooking dish itself. The only disadvantage is it requires pasting.
Form 3
This form gives an interesting shape to the bowl with a lot of space availability to place the graphic on but the material/paper consumption is 3 times as compared to the form 2.
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Form 3
Form 4
Form 4
This form again gives an interesting structure to play with, but requires pasting. The advantage with this form but is the paper consumption amount.
Form 5
Form 5
A very simple to make form with quite less material consumption. It is easy to stack and unfold. Though it gives a lot of space for graphic placement its still very basic.
Form 6
Form 6
On refining form 2, I came up with this form, that I thought would suit my requirements the best. I refined it such that no pasting was required and also by increasing a little of the paper consumption I could add contact details which could be given out as a card.
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Open template with graphic
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Setting the form Right Once the template was ready the challenge was to understand how the sizes will work ergonomically and as for production. Form made using template with original measurements.
Adding Graphic Details
On the final form I tried sketching the graphic details. The challenge here was to make the strips, on which the text will appear, meet so as to keep continuity on.
Form made using template with original measurements with graphic details
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Kathi kebab rolls Form 1
Form 1
This form is a very basic form made to keep a wrap or roll straight and vertical while eating.
Form 2
Form 2
This form was created by having additions to the pervious basic form. The idea was to have a strip which will help the user pull out the roll and also would act as the information providing strip or fold out. Interesting graphics could be generated using this form and cut out on the package.
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Form 3
Form 3
This form was made in order to add a contact card to the package. The contact was placed at the side top of the package so as to be the first information to be given out to the user. Three sections were created by having perforations on the pack, which will also help the user to eat and dispose easily.
Form 4
Again in order to give out the contact information first, I tired making a card like form on the top. The card will have perforations at the bottom so that it could be pulled out and kept as a contact card with the users.
Form 4
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Open template with graphic
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Form made using template with original measurements.
Setting the form Right Once the template was ready the challenge was to understand how the sizes will work ergonomically and as for production.
Adding Graphic Details
On the final form I tried sketching the graphic details. The challenge here was to make the strips, on which the text will appear, meet so as to keep continuity on.
Form made using template with original measurements with graphic details
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Adding narrative The next big step after the theme was set was to add the narrative to the form. The core idea of the project was to educated people about the city culture through this package hence it was very important to come up with a narrative which will solve the purpose and also engage to user to read the story completely. Mapping down information In order to come up with the narrative the first step was to list down what all information has to given out. Post that I evaluated the sequence of the information. The next step was to make it interesting to read, therefore I tried to create text, which was the vendor narrating his story. Starting with the history, origin to the value and venue of his food stall, the vendors talks in his native style.
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Devnagari vs. Latin The next big debate was the use of Devnagari or Latin script of giving this information out. I started with Devnagari, as the text was in Hindi, mostly, but it was soon that I realised, after a set of user feedback, that the consumer group I was catering to does not necessarily can read Devnagari. The next solution was to write in English, but it made me lose out on the flavour of the native language style that each character was to put in. Finally, I froze on the use of Hindi as the language but as the written in Latin script, though the major information was given on in English, or was highlighted in such a way that the audience can understand easily. Also for the packages a translation was given in English too.
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The write up U.P. se aake dilli ke rang me dhale hain, 3 pushton se aapko khush karte chale hain, milaye hai humne shuddhata aur swad Phir aayiyega khane, hum Dilli ke dil ‘janpath’ me base hain. Write up in Hindi written in Latin
Translation in English We have moulded ourselves in Delhi’s flavour Serving you since three generations in U.P. way This chaat is prepared mixed with taste and hygiene To serve you yet again at heart of Delhi, Janpath . You are Welcome!
Came from the state of U.P. we dwelled in the Delhi culture Purity and flavour are the ingredients we add to nurture Generations to generations just serving you happiness Do meet us again, we are at ‘janpath’
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Mughalon ki rasoi se dilli ki galion tak huzoor yeh mehfill humne sajayi hai Lazeez kababon ki thali khas aapki khatir lagayi hai Sadiyon se badalti dilli ki tahzeeb ke yeh gawaah hain Chakh ke dekhiye to zara asli dilli ki rooh inme samayi hai Write up in Hindi written in Latin
Translation in English The flavours of the royal mughal kitchen adorn the streets of Delhi You are our esteemed guest, and we shall serve you the best, This aroma is an account of this city’s magnificent history The aroma in the air has witnessed city’s magnificent Bite in and experience the essence of real Delhi for yourself.
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Final pack for Aloo Chaat
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The final pack in proportion with a human hand
Aloo Chaat pack - Side 1
Aloo Chaat pack - side 2 (Right)
Aloo Chaat pack - side 3 (Back)
Aloo Chaat pack - Back of the card
Aloo Chaat pack - side 4 (left)
Aloo Chaat pack
Card details
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Final pack for Kathi kebab rolls
Final form- Kathi Kebab roll
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Demonstration of how the perforations work
Kathi Kebab roll- Veg pack
Kathi Kebab roll- Non Veg pack
Final packs for the Kathi Kebab rolls
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Final Kathi kebab roll packs
Final Aloo chat packs
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The Final food packs
Final packs- Aloo chaat and Kathi Kebab Rolls, Packs made to look similar by keeping intact the visual language
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Other Suggestions
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In addition to the two food packs made for the project I also had a few ideas that I thought could be added as suggestions as this level. One of them was to use toothpick or straws to display characters. On the right and bottom are examples of how these would look. These are made so that it appears that each character is holding a placard of the title of the event, which may even be given out as a contact card too.
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Material Research In order to select the final material to be used I underwent a research to understand all the kinds of papers used for packaging food. The main concern was to have a paper which is suitable for packaging food, i.e is a food grain paper. Here are a few materials I came across.
Kraft Paper- is used to wrap products for packaging and in the manufacturing of paper shopping bags. It is an unbleached product that is made using wood pulp. Kraft paper is popular due to its strength. It comes in a variety of sizes and coated options, including waxed, poly coated and reinforced.
Asphalt Paper- is used to wrap and protect goods that are at risk of corrosion. It is made of a mixture of flammable hydrocarbons sandwiched between two layers of paper. It is generally used in conjunction with another type of wrapping to ensure products are safe from water leakage and water vapour.
Tissue Paper- is a lightweight, semitransparent paper used to wrap products as part of the packaging process. Its use is more decorative than protective. It is available in different grades and weights, and is generally lint-free. Tissue paper is made from non-woody fibres that are mixed with wood pulp during the manufacturing process. It is sold in thin sheets of differing sizes and colors.
Wet Strength Paper- is a treated paper that is water and water vapour resistant. It is generally treated by impregnation, coating or lamination. Wet strength paper is often used in cartons to protect goods against moisture during transit. It is also used in other packing materials such as sacks or bags.
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Cartridge Paper - is used for general drawing. It is often good quality and generally 100 to 135g in thickness. This paper is used for design and technology projects and will take colour from pencils and felt pens without too much leaking to the opposite side of the paper.
Parchment Paper Parchment paper is water resistant and greaseproof. It is used to wrap and protect products that are oily or that may leak. It is also used to wrap products that are sensitive to grease leakage. Cardboard - is thicker than paper as it is made up of a number of layers, glue or laminated together. The diagram opposite shows a net / development of a package. It can be folded to produce a carton. Corrugated Board - This type of board is often used for packaging large electrical items. These large boxes (often brown in colour) protect the contents from damage. Corrugated board is strong because it is composed of a top and bottom layer and in between there is a triangulated section.
The Final Material used was a cardboard sheet, of 200-250gsm (depending on the weight of the food to be packed). Coating and waxing was planned to be done on both sides to make it oil/grease proof, to the maximum extend. Also It was planned that the printing will be done on just one side of the paper.
Foil Lined Board - is good quality cardboard with a aluminium foil lining. This type of container is ideal for ready made meals or take away meals. The foil retains the heat and helps keep the food warm.
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Costing In order to full fill the production process I had to calculate the cost per product. In order to do that I went on and calculated the cost of each material and process to be used. The costs are as follows Material Cost (Art card paper) 1 sheet of Size 36*24 = 25/- INR Since we can get 8 products made using one sheet therefore one card will cost 3.125/- INR Print Cost 4000 prints costs 3000/-INR, i.e. The rate of the plate for offset printing Therefore 1 unit (A4) will cost 1.33/INR Waxing and coating cost The rough estimate for the wax and coating was 50 paise per unit. Die making cost One die would cost 1000/- INR but taking the life of the die into account and the number of pieces to be made I would have required two dies per category. Therefore Die cost would be 2000/- INR
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Punching and pasting cost On a number of thousand pieces the cost would be 500/-INR
Total cost break up Total quantity - 20000 per Product Material Cost - 3.125/- INR Print Cost - 1.33/- INR Waxing and coating - .5/- INR Die- .1/- INR Pasting and punching - .05/- INR Total cost per sample- 5.1/- INR Total cost per product - 102100/- INR
36 * 23 inches
7.5 * 11 inches
Size for One Unit
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Preparing a process model The Future This project was an attempt to get started with a lot many such activities which will help a city to promote its food culture. Being the pilot project, it acts as setting up a model for the other cities to follow. On the right is an information chart of the same model.
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City Selection City Research and analysis Opportunity mapping User Study Product Conceptualizing Media Planning Design Development Prototyping
Visual Language Development Narrative building Form Generation
Production
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Learning This project helped me learn • • • • • •
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Developing a understanding of the subject. Conducting a research, survey and analysing and synthesizing the same. Exploring forms and the use of graphics on them Understanding packaging design as systems project. Knowing how to design a costeffective solution Understanding production processes and designing as per them
This project most
importantly taught me how to choose an unconventional way of approaching a problem and finding a solution for them same.
Credits I would like to thank My guide Dr. Tridha Gajjar, for her constant guidance and support. She took me out of all the hard times that I faced during the project. I thank the faculty and staff at the NID print labs for their inputs. I personally thank Anuj Gadre, Mira Malhotra, Poornima Sukumar for helping me out during the entire process and putting me to the right direction.
Anuj Vijay Gadre for helping me to shot the products. Akshan Ish, Akash Raj Halankar, Vallery, Lovepreet Kaur, Jasleen Kaur, Saisharadha Malege, Poshika, Nausheen Javed, for their timely suggestions and help. Akshan for motivating me to document my work well. And a lot of others who helped me while consumer testing.
Abhivakti Patil, Rahul Sharma, Rishikesh Kedare in helping me write the content. Gargee Thakkur and Dhwani Shah for helping me source out material for packaging.
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Bibliography Books Calver, Giles. What is packaging design?. Mies, Switzerland: RotoVision, 2004. Print. Finke, Gail Deibler. White graphics: the power of white in graphic design. Gloucester, Mass: Rockport, 2001. Print. Fishel, Catharine M.. Paper graphics. Gloucester, Mass.: Rockport Publishers ;, 1999. Print. Fishel, Catharine M.. The power of paper in graphic design. Gloucester, Mass.: Rockport ;, 2002. Print. GarrofeÌ , Josep. Structural packaging: workbook. 2nd ed. Barcelona: Index Book, 2005. Print. Herriott, Luke. The packaging and design templates sourcebook. Mies, Switzerland: RotoVision, 2007. Print. Ives, Rob. Paper engineering & pop-ups for dummies. Hoboken, N.J.: John Wiley, 2009. Print. Kingsbury, Karen. Take one. Grand Rapids, Mich.: Zondervan, 2009. Print. Phillips, ReneÌ e. Packaging graphics. Gloucester, Mass.: Rockport Publishers, 2000. Print.
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Rivers, Charlotte. Handmade type workshop: tips, tools & techniques for creating custom typography. Cincinnati, Ohio: How Books, 2011. Print. Roojen, Pepin van, and Jakob Hronek. Basic packaging. Amsterdam: Pepin Press, 2010. Print. Soofi, Mayank Austen. The Delhi walla: food + drink. Noida: Collins, 2010. Print. Stefano, John, and Mercedes Vicente. Unfold. Limited ed. Wellington, N.Z.?: Enjoy Gallery?, 24. Print. Tremaine, Jon. Origami fun. Hauppauge, NY: Barron’s Educational Series, Inc., 2009. Print.
Website www.lovelypackage.com www.how.com www.wikipedia.com www.delhitourism.com www.nasvi.com www.tis-gdv.de
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