PSUGD—Amy Hodges Sophomore Portfolio Process Book Example 2019

PROCESS BOOK & WRITING SAMPLE PROJECT 9

CAYLX

Beverage Packaging

& Branding Process Book Art 225 Communication Design Studio System Branding Instructor Nishat Akhtar

By Amy Hodges

CONTENTS

Brand Story Moodboards Research

Medical Applications

5 6 12

Beverages

Wordmark

Company Word List

16

Inspiration Thumbnails Refined Thumbnails Digital Revisions Supporting Type

Labels

Thumbnails

29

Variations – Front Final Variations – Back Final

Product Shots Untouched

40

Final

Writing Sample 46

4

BRAND STORY

Almost losing his young daughter to complications resulting from a typical treatment regiment for juvenile rheumatoid arthritis, (anti-inflammatory drugs, anti-rheumatic drugs, biologic response modifiers and corticosteroids), Swiss Dr. Alexander Troeller realized the treatment plan his daughter was being subjected to was, “doing more harm than good”.

Desperately searching for alternative treatment options, Dr. Troller began researching the science behind the use of medical cannabis. “Obviously I didn’t want to subject my 10 year to the psychoactive effects from the THC molecules found in cannabis. However, psychoactive properties are only activated when heated – by juicing, the leaf extract consumed contain almost no THC or CBD, it is all THCA and CBDA, the essential cannabinoid acid that is responsible for the plants restorative and healing properties.”

Dr. Troeller included a daily glass of freshly juiced cannabis leaves, mixed with fruit and vegetables to his daughters diet.

After six short weeks Dr. Troeller’s daughter experienced life altering improvements. “Her pain subsided, her mobility improved, inflammation was greatly reduced, as well as her fatigue, nausea, and signs of depression.1 year later, she was medication and symptom free”.

With the number of states legalizing the use of cannabis on the rise and research validating the effectiveness of cannabis as a medal alternative, Dr. Troeller and his family want to share their story of hope to those whose needs are not being met by traditional medicine. “Not only did juicing saved our daughters life, but the super nutrients found in cannabis should be regularly consumed as part of a healthy diet for preventive maintenance, sustained health, and vitality..because when science and nature come together, anything is possible”.

5

6

KEY WORDS

friendly kid-centric dietary essential cartoon inspired illustrated hand lettered

MOODBOARD one

Dietary drink essential made from extracted cannabis leaf juice that promotes health, healing, and sustained vitality gear toward young children. Contains 500mg CBD with no psychoactive affect.

Kid Health

7

A high-end, dietary drink essential made from extracted cannabis leaf juice that promotes health, healing, and sustained vitality. Contains 500mg CBD with no psychoactive affect.

8

SPIRITUAL Health KEY WORDS Swiss inspired high end sophisticated minimal modular transparent white type glass bottle word mark focused

MOODBOARD two

CHOSEN DIRECTION

9

Dietary drink essential made from extracted cannabis leaf juice that promotes health, healing, and sustained vitality. Contains 500mg CBD with no psychoactive affect.

10

KEY WORDS friendly Approachable minimal clean photography based isolated ingredients plastic bottle

MOODBOARD three

HEALTH On The Go

11

12

RESEARCH medical application

13

RESEARCH thc beverages

14

RESEARCH juices wholefoods

15

16

Leaf Co. Vivify Calyx–the part of the cannabis plant

that is responsible for the production of cannbinoids/CBDa acid

Leaves & Flower Field & Leaves Leaf Press Grate & Peel Strain Gӧkotta (Swiss word–the act of rising

WORDMARK name list

Top 10 Choices

in the early morning to watch the birds or to go outside to appreciate nature.

17

jedyne wyjście logo designer

18

WORDMARK inspiration

19

20

Leaf Co. Leaf Press Strain Calyx GÓ§kotta

WORDMARK thumbnails

Top 5 Choices

21

22

Calyx GÓ§kotta

Class Critique Notes

WORDMARK refined thumbnails

Top 2 Choices

23

24

WORDMARK digital revisions

25

26

WORDMARK basecamp feedback

27

WORDMARK supporting type

CALYX CALYX GOKUTTA GOKUTTA 28

LABEL thumbnails

29

BLUEBERRY and fruit POMEGRANATE

blend

pineapple ¤ mango

BLUEBERRY POMEGRANATE

500 MG CANNABINOID ACID NON PSYCHOACTIVE

cold–pressed RUDERALIS LEAF

500 MG CBDA

ENERGY

cold–pressed RUDERALIS LEAF juice

balance

LABEL RV1 500 mg CBDA

500 MG CBDA

100% FRUIT JUICE & SATIVA LEAF BLEND

100% FRUIT JUICE & SATIVA LEAF BLEND

pineapple ¤ mango

Labels/RV 1 100% FRUIT JUICE & SATIVA LEAF BLEND

pineapple ¤ mango 30

LABEL RV2

100% FRUIT JUICE & SATIVA LEAF BLEND

100% FRUIT JUICE & SATIVA LEAF BLEND

100% FRUIT JUICE & SATIVA LEAF BLEND

100% FRUIT JUICE & SATIVA LEAF BLEND

31

Picture used for color sampling

energy blend

anti–inflammatory Neuroprotective properties maintain health symptoms from depression/PTSD Provide more energy

organic vegan gluten free non GMO ALL NATURAL INGREDIENTS: PINEAPPLE MANGO HONEY SATIVA LEAF EXTRACT

Nutrition Facts

500 MG

CANNABINOID ACID NON PSYCHOACTIVE

help prevent disease

CANNABINOID ACID NON PSYCHOACTIVE

Enjoy the powerful healing properties and health benefits of cannabis without any psychoactive effects. Each bottle contains 500mg of CBDa cannabinoids derived from freshly extracted Sativa leaves.

500 MG

50

50

Caly x W h ole P lant Th erap y sativa energy blend

Serving Size 1 bottle contains 500mg CBDa Amount Per Serving

Calories 260 % Daily Value

Total Fat 0g

0%

1%

Sodium 25mg

BALANCE FORMULA

18%

Potassium 620mg Cholesterol 0mg

0%

Total Carbohydrate 65g Dietary Fiber 4g

22% 14%

Sugars 57g Protein 3g Calcium 75%

•V

Vitamin A 75%

•V itamin C 100%

100% Fruit Juice & SATIVA LEAF Blend

100% Fruit Juice & SATIVA LEAF Blend

itamin E 50%

*Percent Daily Values are based on a 2,000 calorie diet

must be kept refrigerated enjoy within 3 days after opening

16 FL OZ (473mL)

16 FL OZ (473mL)

32

CANNABINOID ACID NWON PSYCHOACTIVE

energy BLEND

LABEL RV3

500 MG CBDa CANNABINOID ACID NON PSYCHOACTIVE

500 MG CBDa

balance FORMULA

100% Fruit Juice & SATIVA LEAF Extract

100% Fruit Juice & INDICA LEAF Extract

pineapple mango

blueberry pomegranate

16 FL OZ (473mL)

watermelon black cherry

CANNABINOID ACID NON PSYCHOACTIVE

100% Fruit Juice & RUDERALIS Extract

16 FL OZ (473mL)

harmony FORMULA

500 MG CBDa

16 FL OZ (473mL)

33

500 MG CBDa

500 MG CBDa C A N N A B I N O I D NON PSYCHOACTIVE

C A N N A B I N O I D NON PSYCHOACTIVE

ENERGY blend

BALANCE formula

100 % Fruit Juice SATIVA LEAF

100 % Fruit Juice INDICA LEAF

pineapple mango

blueberry pomegranate

16 FL OZ (473mL)

34

16 FL OZ (473mL)

LABEL final

500 MG CBDa C A N N A B I N O I D NON PSYCHOACTIVE

HARMONY formula 100 % Fruit Juice RUDERALIS LEAF

watermelon black cherry 16 FL OZ (473mL)

Final Labels prepared for white ink printing

35

C a l yx

Caly x SATIVA FORMULA

Plant Therapy SATIVA FORMULA Enjoy the healing properties and the powerful health benefits of cannabis without the psychoactive effects. Each cold–pressed bottle of juice contains 500mg of CBDa cannabinoids from from extracted Sativa leaves.

PROMOTES General Well Being, Increased Focus, Increased Energy, Supports Immune System Health, Emotional Health INGREDIENTS: PINEAPPLE, MANGO, HONEY, CANNABIS LEAF (SATIVA)

Highly Perishable Keep Refrigerated

Enjoy the healing properties and the powerful health benefits of cannabis without the psychoactive effects. Each cold–pressed bottle of juice contains 500mg of CBDa cannabinoids from from extracted Sativa leaves.

PROMOTES: General Well Being Increased Focus Increased Energy Fights Depression Immune System

USDA

INGREDIENTS: PINEAPPLE, MANGO, HONEY, CANNABIS LEAF (SATIVA)

USDA

Highly Perishable Keep Refrigerated

DIST By: Caylex Co. Portland, OR 97006

36

DIST By: Caylex Co. Portland, OR 97006

P l a n t Therapy SATIVA FORMULA Enjoy the healing properties and the powerful health benefits of cannabis without the psychoactive effects. Each cold–pressed bottle of juice contains 500mg cannabinoid acid derived from extracted Sativa leaves.

pl an t th e r apy

SATIVA FORMULA Enjoy the healing properties and the powerful health benefits of cannabis without the psychoactive effects.

Each cold–pressed bottle of juice contains 500mg of CBDa cannabinoids from extracted Sativa leaves.

PROMOTES General Well Being, Increased Focus, Increased Energy, Supports Immune System Health, Combats Depression

INGREDIENTS: PINEAPPLE, MANGO, HONEY, CANNABIS LEAF (Sativa)

PROMOTES

General Well Being Increased Focus Increased Energy Depression Relief Immune System

INGREDIENTS

Pineapple Mango Honey Cannabis (Sativa)

LABEL BACK variations

Calyx

Caly x

Perishable Keep Refrigerated USDA USDA

Perishable Keep Refrigerated DIST By: Caylex Co. Portland, OR 97006

DIST By: Caylex Co. Portland, OR 97006

Basecamp Feedback

37

C a l yx

Caly x

Plant Therapy

Pl ant Therapy

ENERGY FORMULA Enjoy the healing properties and the powerful health benefits of cannabis without the psychoactive effects. Each cold–pressed bottle of juice contains 500mg of CBDa cannabinoids from from extracted Sativa leaves.

Enjoy the healing properties and the powerful health benefits of cannabis without the psychoactive effects. Each cold–pressed bottle of juice contains 500mg of CBDa cannabinoids from from extracted Indica leaves.

PROMOTES

PROMOTES

General Well Being, Increased Focus, Increased Energy, Supports Immune System Health, Emotional Health

General Well Being, Emotional Health, Physical Pain Relief & Healing, Supports Immune System Health

INGREDIENTS:

USDA

INGREDIENTS:

PINEAPPLE, MANGO, HONEY, CANNABIS LEAF (SATIVA)

POMEGRANATE, WILD BLUEBERRY, CANNABIS LEAF (INDICA)

Highly Perishable Keep Refrigerated

Highly Perishable Keep Refrigerated

DIST By: Caylex Co. Portland, OR 97006

38

BALANCE FORMULA

DIST By: Caylex Co. Portland, OR 97006

USDA

LABEL BACK final

Ca l yx P l an t Therapy HARMONY FORMULA Enjoy the healing properties and the powerful health benefits of cannabis without the psychoactive effects. Each cold–pressed bottle of juice contains 500mg of CBDa cannabinoids from from extracted Ruderalis leaves.

PROMOTES General Well Being, Increased Energy, Supports Immune System Health, Physical Pain Relief and Healing INGREDIENTS:

USDA

WATERMELON, BLACK CHERY, CANNABIS LEAF (RUDERALIS)

Highly Perishable Keep Refrigerated

Final Labels prepared for white ink printing DIST By: Caylex Co. Portland, OR 97006

39

40

PHOTOSHOOT untouched

41

42

2nd PHOTOSHOOT untouched

Second photoshoot

43

44

PHOTOSHOOT final

45

46

are much more geometric and minimal in form.

Looking to the influence of Swiss design, Caylx is modeled after a geometric san serif with a balance between rounded edges and long strokes that speak to the inherent order of ‘science.’ The secondary type used for supporting text is the geometric sanserif Eurostile. Although an Italian font in origin, Eurostile’s linear nature, squarish shape and rounded corners compliment the Caylx wordmark in its technical feel and application.

The compositions heavy use of grid conveys order while the asymmetrical layout provides interest.

To balance the arrangements of strong horizontal and vertical type, a clear sticker was used on a glass bottle to allow the various colors of juice play an importnat part in the overall design. This decision had dual purpose 1) the juice itself needed to look appealing and 2) it also serves as much needed white space. The tall, modular shaped glass bottle speaks to the overall minimalist design as well as supports the products higher price tag due to the cost of raw ingredients. The only addition of color besides that of the various juices is white text. White ink on glass (clear sticker) carries a certain expectation about quality and further promotes the effectivness of the product and minimalist design.

Calyx could potentially be improved with the addition of a secondary element (image of fruit or pattern) that furthar differentiates the juice flavors and not rely soly on the color of the juice and small supporting type to make this distinction. Also, because I rotated a few of the letters in the wordmark but not others, exploring additional orientations might make the mark stronger and avoid any potential confusion.

The overall modern approach to a potentially controversial product would appeal to those who already believe in the healing properties of the plant, but more so, persuade non believers that this ancient vegetable with origins that can be traced back over 12,000 years ago has more going for it that ‘just getting high’.

WRITING SAMPLE

Being only the 4th state to legalize recreation and medical marijuana use, Oregon voters passed the Oregon Marijuana Initiative – Measure 91, in November 2014, with public sales starting fall of 2015.

Wanting to focus on the healing properties associated with the plant and help make the distinction between medical and recreational, I created Caylex Juice Co., (named after the part of the cannabis plant that is responsible for producing cannabinoid acid CBDa) for the Beverage Packaging & Branding project.

My brand story revolves around a Swiss Doctor whose young daughter suffers from Juvenile Rheumatoid Arthritis. After years of unsuccessful symptom and pain management using traditional medicine, the doctor seeks out alternative treatment options. Based on the groundbreaking work by Dr. William Courtney from Cannabis International, he began making his daughter a daily regiment of fresh juice and cannabis leaf smoothies. As a result, her symptoms much improved and she was able to enjoy a higher quality of life.

(Inspired by the case study of Dr. William Courtney’s patient Kristen Peskuski) During the research process, I learned that the psychoactive properties associated with the THC molecules in cannabis are only activated when heated – by juicing, the leaf extract consumed contains almost no THC or CBD, it is all THCa and CBDa, the essential cannabinoid acid that is responsible for the plants restorative and healing properties. As a result, the maximum dose of 10mg of THC can now be increased to 500mg of CBDa, resulting in significant health benefits and can be used as a dietary supplement without any psychoactive effects.

The wordmark created for Caylex needed to convey a scientific sensibility to 1) lend authenticity to the product and 2) put distance between the potential medical application of the plant and the stigma that is still (at times) associated with recreational use of the plant. As a result, the wordmark and design elements are free of any typical recreational marijuana iconography (smoke, leaves, psychedelic colors/patterns, etc.) and

47