karen ko
c&h sugar packaging process book research / brand development / logo development / typography development / form development / image development / graphic development / material study / final design
Š 2010 By Karen Ko Published in 2010 by Karen Ko t +1 213 265 5925 Karen-Ko.com Kko1985301@gmail.com Art Center College of Design 1700 Lida Street, Pasadena California 91103, usa All rights reserved. No part of this publication may be reproduce transmitted in any form or by any means. Electronic or mechanical. Including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Book designed and produced by Karen Ko
04 research
table of contents / 06 reserach / 26 brand development / 36 logo development / 46 type development / form development / 70 image development / 78 graphic development / 86 material study / 92 final design
06 research
research / 08 about c&h company / 09 sugar types and task / 12 current packaging evaluation / 13 current logo analysis / 15 competitors logo / 16 competitors packaging evaluation / 17 competitors packaging / 19 shelf presence / 21 interview / 23 target audience
08
California and Hawaiian Sugar Company, Inc. produces cane sugar and molasses in the United States. The company processes packaged consumer sugars, as well as packaged, liquid, and bulk granulated industrial use cane sugars. It offers various types of sugar, such as white granulated, baker’s sugar, golden brown, dark brown, powdered, superfine, and washed raw sugar. The company was founded in 1906 and is based in Crockett, California. as of august 10, 2005, California and Hawaiians Sugar Company, Inc. is a subsidiary of American sugar refining, inc.
research
about california and Hawaiian sugar company
09 research
California and Hawaiian seven varieties of sugar types and tasks
C&H sugar contains only 100% pure cane sugar. Cane sugar
contains trace minerals that are different from those in beet sugar, and it’s these minerals that many experts say make cane sugar preferable to use. Pure Cane Sugars are the most powerful taste tools in your pantry. And C&H offers seven different types to meet your many baking needs: White Granulated, Baker’s Sugar, Golden Brown, Dark Brown, Powdered, Superfine and Washed Raw. Each type of C&H Sugar has different properties. Each enhances the sweetness of your recipes in different ways. And to ensure that you get the best possible results, we guarantee that every bag of C&H sugar contains only 100% pure cane sugar. Cane
sugar contains trace minerals that are different from those in beet sugar, and it’s these minerals that many experts say make cane sugar preferable to use. As professional bakers have long noticed, cane sugar has a low meltingpoint, absorbs fewer extraneous and undesirable odors, blends easily and is less likely to foam up. And that can be very important when you’re caramelizing a syrup, making a delicate glaze, baking a delicious meringue, or simmering your family’s favorite jam recipe.
Storage Tips Granulated Sugar & Washed Raw Moisture makes granulated sugar hard and once this happens, there is no way to adequately restore it. Always store granulated sugar in a covered container in a cool, dry area.
Powdered Sugar Simply because of its physical makeup, powdered sugar is susceptible to odor pickup. It should be stored in a sealed container, away from moisture and strong odors.
Baker’s Sugar C&H Baker’s Sugar must be kept dry. To avoid clumping and help retain freshness, store granulated sugar in a covered container in a dry environment. Do not refrigerate. Due to the fine crystal size, some small lumps may occur, but should separate easily.
Superfine Like C&H Granulated and Baker’s Sugar, Superfine must be kept dry. To avoid clumping and help retain freshness, store Superfine Sugar in a covered container in a dry environment. Do not refrigerate.
Dark Brown & Golden Brown To retain moistness, brown sugar is best kept stored away from light and heat in an airtight container. Occasionally, brown sugar will lose its natural moistness and become hard. Even though the shelf life of brown sugar is indefinite, it’s best to use it within six months of purchase for maximum flavor. Don’t store brown sugar in the refrigerator. However, if you are in a very dry area or are going to keep it for a long time, you may want to freeze it.
12
The current packaging for C&H fragile because the sugar bag and box tears easily. The opening is inefficient; there is no device to reseal the bag and the sugar leaks out. It is also difficult to measure and pour.
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California and Hawaiian current packaging evaluation
13 research
california and Hawaiian current packaging evaluation
Pattern
Logo Lacking hierarchy between logo and the text.
Photography Genetic and out-of-date style.
The sugarcane pattern does not harmonize with other graphic element.
14 research
current logo analysis
logotype “C” and “H” characters optically do not have the same weight.
mark Hibiscus Flower needs to be simplify.
15 research
competitors
Imperial Sugar Imperial Sugar (NASDAQ: IPSU) is a major U.S. sugar producer and marketer based in Sugar Land, Texas with refining operations in California, Georgia, and Louisiana. American Crystal Sugar Company American Crystal Sugar Company is a worldclass agricultural cooperative specializing in the production of sugar and related agriproducts. Cumberland Packing Corp. Family owned and operated business that has been serving for over 50 years. Delicious and nutritious product line underscores the important roles diet and exercise play maintaining good health. Florida Crystal Family owned and operated business that has been serving for over 50 years. Delicious and nutritious product line underscores the important roles diet and exercise play maintaining good health.
Great Value (Wal-Mart) Great Value was launched in 1993 and forms the second tier, or national brand equivalent (“NBE”), of Wal-mart’s grocery branding strategy. Products offered at Wal-mart through the Great Value brand are claimed to be as good as national brand offerings, but are typically sold at a lower price because of minimal marketing and advertising expense. Fresh & Easy Fresh & Easy Neighborhood Market is a chain of supermarkets on the West Coast of the United States. It is a subsidiary of the UKbased retailer Tesco, the world’s third largest retailer, and is Tesco’s attempt to expand into the United States. Market Pantry Grocery brand from Target Corporation. SAFEWAY
16 research
competitors packaging evaluation
Is the package reusable? Does the package use plastic? Form Can it be opened easily? Does the form facilitate shipping? Does the form facilitate stacking? Is the product visible? Does the package protect the product?
Graphics Are the graphics consistent? Is it representative of the brand? Is photography used?
Easy & Fresh
Is the packaging minimal?
Market Pantry
Can the package be recycled?
Great Value
Is this package made from recycled material?
Crystal Sugar
Environmental Responsibility
Imperial Sugar
C&H Sugar
Package Evaluation Criteria
17 research
competitors package design
18 research
19
C&H uses the same motifs and similar templates as their competitors, and does not stand out in the shelf display.
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shelf presence
20 research
21 research
interview
22 research
Eun Jin, 31 “i wish there is a better container that is easier to use and stores the sugar” KC cho “i put sugar in the fridge because i don’t want ants to get to it. i wish there was a better seal.”
23
The current target audience for C&H sugar consists mothers from ages 20 and up to chefs of all ages.
Mothers 20 to 40 Chefs all ages
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target audience
24 research
26 brand development
brand development / 28 swot analysis / 30 brand attributes / 31 inspiration / 33 color development
28
s - strengths
w - weaknesses
o - opportunities
S
t- threats
W
Recognizable
Outdated graphics
Quality
Packaging spills
Established
Rots
Big product line
Does not show product Doesn’t seal to keep it fresh Difficult to measure from Difficult to open
O Show the product Self measuring Improve the graphic
design strategy This rebranding and repackaging of C&H Sugar creates a consistent image through simplified form, color and type that portray C&H Sugar as an established, trusted brand among its competitors. The benefit of this new packaging is 1. to add measuring cup lid 2. to be able to reseal 3. to make it easier to open and pour 4. to use fresh graphics to attract new customers
T Generic brands
brand development
swot analysis
30 brand development
Brand Attribute
Wholesome healthy organic decent
Pure
Tasteful
transparent
appetizing sweet
clear fresh natural real simple authentic
Established
Quality
classic
trustworthy
traditional
nature
history culture
Convenient efficient handy adaptable functional neat useful User friendly
consistent value
31 brand development
Inspirational Image
32 brand development
33 brand development
inspirational image
34 brand development
35 brand development
color development
C&H Cream
C&H Dark Brown
Golden Brown
C2 M0 Y14 K0
C40 M70 Y90 K40
C35 M60 Y100 K20
R250 G250 B225
R110 G65 B35
R145 G100 B40
C&H Magenta
C&H Blue
C&H Green
C0 M100 Y0 K0
C100 M100 Y0 K0
C100 M0 Y85 K0
R240 G0 B140
R45 G50 B145
R0 G165 B100
36 brand development
38 logo development
logo development / 37 HIBISCUS INITIAL SKETCH / 38 hoop variation / 39 logotype study / 41 color development / 42 final color / 43 final logo / 44 tagline
39 logo development
HIBISCUS INITIAL SKETCH
40 logo development
HOOP VARIATION
41 logo development
LOGOTYPE STUDY
42 logo development
43 logo development
COLOR EXPLORE
44 logo development
FINAL LOGO COLOR
C&H Magenta
C&H Blue
C&H White
C0 M100 Y0 K0
C100 M100 Y0 K0
C0 M0 Y0 K0
R240 G0 B140
R45 G50 B145
R255 G255 B255
45
new logo
old logo
logo development
FINAL LOGO
46 logo development
LOGO with tagline
100% Pure Cane Sugar
48 type development
type development / 47 type exploration / 49 final type choice / 50 final type behavior
The new typeface for C&H sugar is Droid. This serif font gives a modern and friendly feel, which is appropriate for C&H’s graphic identity. Droid is used in all C&H packaging and other application such as a website or advertisement.
type exploration
various typefaces were explored for the information on the package, size, weights, and combinations were explored for herders, subheads, and copy. Droid Seirf
Minion
A BCDEFGHIJK LM NOPQRST U V W X YZ abcdefghijk lmno pqrstuv wxyz
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijk lmnop qrstuvwxyz
Milo
Adamant BG
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnop qrstuvwxyz
A BCDEFGHIJK L MN OPQRSTUV WXYZ abcdefghijk lmnop qrst uv w x y z
Optima
ABCDEFGHIJKLMNO PQRSTUVWXYZ abcdefghijklmnop qrstuvwxyz
49 type development
typography development
50 type development
type exploration
Granulated White
Granulated White
People who insist on using only the finest ingredients insist on using
People who insist on using only the finest ingredients insist on using always 100% pure cane, made only from real cane sugar. In fact, C&H
has never made and will never make any sugar that’s not pure cane
has never made and will never make any sugar that’s not pure cane
sugar. There’s no risk of ]getting “made-from-beet” sugars that
sugar. There’s no risk of ]getting “made-from-beet” sugars that
other brands sell. Consistency counts. Generations of experienced
other brands sell. Consistency counts. Generations of experienced
bakers and professional chefs know what works, what tastes best and
bakers and professional chefs know what works, what tastes best and
what bakes up best. And that’s why they trust C&H pure cane sugar.
what bakes up best. And that’s why they trust C&H pure cane sugar.
Pure Cane Sugar
Pure Cane Sugar
Granulated White
Granulated White
People who insist on using only the finest ingredients insist on
People who insist on using only the finest ingredients insist on
using only C&H sugars for some very good reasons. All C&H
using only C&H sugars for some very good reasons. All C&H sugars
sugars are always 100% pure cane, made only from real cane sugar. In fact, C&H has never made and will never make any
are always 100% pure cane, made only from real cane sugar. In fact, C&H has never made and will never make any sugar that’s
sugar that’s not pure cane sugar. There’s no risk of ]getting
not pure cane sugar. There’s no risk of ]getting “made-from-beet”
“made-from-beet” sugars that other brands sell. Consistency counts.
sugars that other brands sell. Consistency counts. Generations of
Generations of experienced bakers and professional
experienced bakers and professional chefs know what works, what
chefs know what works, what tastes best and what bakes up
tastes best and what bakes up best. And that’s why they trust C&H
best. And that’s why they trust C&H pure cane sugar.
pure cane sugar.
Pure Cane Sugar Granulated White People who insist on using only the finest ingredients insist on using 100% pure cane, made only from real cane sugar. In fact, C&H has never made and will never make any sugar that’s not pure cane sugar. There’s no risk of ]getting “made-from-beet” sugars that other brands sell. Consistency counts. Generations of experienced bakers and professional chefs know what works, what tastes best and what bakes up best. And that’s why they trust C&H pure cane sugar.
Milo
only C&H sugars for some very good reasons. All C&H sugars are always
Adamant
only C&H sugars for some very good reasons. All C&H sugars are
always 100% pure cane, made only from real cane sugar. In fact, C&H
Droid
only C&H sugars for some very good reasons. All C&H sugars are
Optima
Pure Cane Sugar Minion
Pure Cane Sugar
51
The new typeface for C&H sugar is Droid serif. The font Droid Serif gives a modern and friendly feel which is appropriate for C&H sugar graphic identity. The Droid Serif is used in all C&H Sugar packaging and other application such as website, and advertisement.
Droid Seirf
A BCDEFGHIJK LMNO PQRST U V W X YZ abcdefghijk lmnop qrstuv wxyz Droid Seirf Italic
ABCDEFGHIJKLMNO PQRSTUVWXYZ abcdefghijklmnop qrstuvwx yz
type development
final type choice
52 type development
final type behavior
This is example of using Droid font in C&H Sugar Packaging. The new C&H packaging both headline and body text is used Droid Serif.
Pure Cane Sugar Granulated White
Droid 20 / 20
Droid 14
People who insist on using only the finest ingredients insist on using only C&H sugars for some very good reasons. All C&H sugars are always 100% pure cane, made only from real cane sugar. In fact, C&H has never made and will never make any sugar that’s not pure cane sugar. There’s no risk of ]getting “made-from-beet” sugars that other brands sell. Consistency counts. Generations of experienced bakers and professional chefs know what works, what tastes best and what bakes up best. And that’s why they trust C&H pure cane sugar.
Droid 8 /14
54 form development
form development / 55 form inspiration / 57 initial form sketch / 59 paper form study / 63 process photo / 65 2lb package / 67 5lb package
55 form development
form Inspiration
56 form development
57 form development
Initial form sketch
58 form development
59 form development
paper form study
60 form development
61 form development
paper form study
62 form development
63 form development
process photo
64 form development
65
The new 2lb sugar package has a tight seal lid that acts as a measuring cup when opened.
form development
2lb package
66 form development
67
The new 5lb sugar package has a tight seal lid and is wide enough to scoop from. The bottom interlocks with the lid of another 5lb. The packages are stackable for transpiration and shelf presence.
form development
5lb package
68 form development
70 image development
image development / 71 sugar cane / zvz73 initial sketch / 75 image variation
71 image development
sugar cane
72 image development
73 image development
initial sketch
74 image development
75 image development
image variation
76 image development
78 graphic development
graphic development / 78 initial graphic design / 82 final design /
79 graphic development
initial graphic design
100% Pure Cane
Granulated White
80 graphic development
One Cup — 240mL 200g
1/2 Cup 120mL / 100g
Pure Cane Sugar Granulated White
www.chsugar.com
www.chsugar.com
C&H contains only 100% pure cane sugar
Grunlated White
1cup
C&H contains only 100% pure cane sugar
240ml 200g
1/2 cup Premeasured Sugar Granulated White
1/2 cup
Premeasured Sugar Granulated White
81 graphic development
final graphic for 2lb sugar package
front
side
back
82 graphic development
83 graphic development
final graphic for 2lb sugar package
front
side
back
84
premeasured packets
graphic development
individual packet
86 material study
material / 87 bagasse / 89 polymerized lactic acid
87 material
bagasse possible material for 2lb refill package and premeasured package
Bagasse is the fibrous residue remaining after sugarcane stalks are crushed to extract their juice. It is seen as a waste product and incinerated, recuperating energy for the sugar mill. This green solution can be seen as an alternative to plastic bottles and virgin wood based, paper laminated cartons, replacing it with a new alternative sugarcane lignin coating. This material can stand temperatures up to 190°F (88°C), is microwavable and freezer safe and extremely hygienic, and will be sterilized as it is exposed to high temperatures during the moulding process. Sugarcane Bagasse is one of the most plentiful biomass residues of the cane sugar production process. For every ton of refined sugar produced, there are two tons of bagasse produced as well. Bagasse is extremely light weight and has excellent performance characteristics. Packaging: Increasingly bagasse is being manufactured into packaging and food packaging products such as containers, plates, and bowls. These products can be certified as 100% compost able under ASTM standard D-6868.
Bagasse food packaging products are typically heat resistant up to 200 degrees Fahrenheit. Products are also “soak proof”, but hot items will cause moisture/precipitation to form at the bottom. You’ll notice that many of the products offered by our partner World Centric are made from Bagasse. Bagasse food containers have become particularly popular as more than 100 cities and counties have moved to ban Styrofoam in the US. Bagasse containers in these cities are being used as alternatives to traditional plastic and Styrofoam to go containers and disposable food service ware. Bagasse food packaging products typically biodegrade in 1-3 months in a commercial composing facility and 2-4 months in a home composing environment.
88 material
89 material
pla polymerized lactic acid possible material for 2lb and 5lb package
PLA plastic is a clear, nature-based green packaging option
made entirely from corn or sugarcane. With a look and feel similar to PET plastic, PLA plastic containers are a viable solution to give your product a beautiful presentation from a non-depleting source. It is evident that consumers are attracted to the idea of green packaging, and PLA plastic could help your product and company stand out by providing a natural form of product differentiation. PLA Plastic Properties Degradation Period: Between 18 and 24 months Melting Temperature: 140째F (60째C) Density: 1.25 g/cm3 Tensile Strength: 2360 to 10000 Color: Clear, White Clarity: Excellent Barrier Characteristics: Compared to PET, uncolored PLA bottles have approx. 8x the transmission rate for water and oxygen. Adding colorants to the resin can reduce transmission rates.
PLA Plastic Uses PLA Plastic Bottles - PLA plastic bottles provide transparency, gloss, durability and dispensability options, while maintaining the appearance of PET plastic. PLA Plastic Jars & Threaded Containers PLA plastic jars may be ideal for pharmaceuticals packaged in jars and lids, tubs and pots.
90 material
PLA Plastic Benefits Made 100% from corn starch (in the U.S.) or sugarcane (in other parts of the world) Biodegradable - breaks down mostly into carbon dioxide and water. However, PLA will not degrade or disintegrate on shelves - in order to degrade, PLA must be exposed to temperatures greater than 140째F and relative humidity greater than 90% for approximately 60 to 80 days. Can be composed within 45-90 days, while petroleum-based plastic products
PLA
are estimated to require thousands of years to decompose. Does not emit toxic fumes when incinerated. Inexpensive - Costs may not fluctuate as much as petroleum-based resins. PLA is made from corn instead of petrochemicals, and requires significantly less energy to produce. Quality and costs are comparable to petroleumbased plastics, such as PET which means there are no sacrifices for the greater consumer appeal of green packaging.
PET
92 final design
final design
93 final design
94 final design