Sea Crisps Seaweed by lesliexluo

sea

Sea Crisps Seaweed

Process Manual DESIGN 116 | SS2 Leslie Luo

table of contents Introduction

Packaging

objective

creative brief

possible products

biomimicry inspiration

product research

packaging research

sketches

prototype

Logo 7

logo inspiration

final package construction

initial development

final packaging

digital sketches 48

design analysis

top three digital renditions

final logo

Graphic Standard 13

preliminary sketches

about Sea Crisps

dimensions

acceptable usage

unacceptable logo usage

color

typography

Business System 24

business card

envelope

letterhead

billboard signage

shipping box/display

website & app

Introduction

Objective The course project focused on the research and conceptualization of a product and itâ&#x20AC;&#x2122;s brand identity. The product itself was narrowed down to include only: - Environmental Cleaning - Health product - or Dry Food item (excluding teas, coffees, cookies and cereal boxes). Focus was placed on creating an entire identity system that required close examination of form and meaning backed by research. The project should reflect the conscious effort to incorporate biomimicry inspiration and sustainability to packaging we are redesigning. The following information focuses on the process of creating the brand logo, identity system, marketing applications and packaging.

Possible Products

Seaweed - (chosen)

Energy Bars

Chocolate covered fruits

This is a snack that comes in a variety of packaging styles. The snack itself is a popular Asian snack and vital ingredient in staple dishes. I have always eaten this product and in many different forms without regard to brand loyalty (most of the seaweed product I have eaten are either packaged with Japanese, Korean or Chinese characters).

Healthy snack that is commonly sold as individual packs. Itâ&#x20AC;&#x2122;s aimed towards an active / on-the-go lifestyle.

This is definitely one of my favorite snacks thatâ&#x20AC;&#x2122;s not only healthy (if made with dark chocolate) but also makes me feel less guilty snacking on something so sweet.

I wanted to take the product a step further and into the U.S. market with a redesign that emphasized not only healthy benefits but also ways to be sustainable built in the package itself.

This was an interesting concept but each energy bar product I saw at the store had such complex ingredients that I wanted to keep things simple. There is also a large market for energy bars already and I felt that I wanted to reinvent something that did not have a great establishment in its niche market yet.

I was thinking about this product while eating an energy bar. I could not finish the bar and wanted to save it for later but the packaging itself was already torn. How could I redesign the product to save for a later use?

I have yet to encounter packaging for chocolate covered fruits to be very appealing. I wanted to take a sophisticated approach that showed conscious effort to incorporated health benefits. The market itself for chocolate is quite expansive and ultimately, I felt that a chocolate product could become a more difficult product to work with (depending on what type, from where, the health or unhealthy benefits and so on).

Product Research

Seaweed has been a snack and ingredient staple in many Asian cultures for a long period of time. Seaweed can be prepared in salads, dried, in bits and more. In the current market - specifically in the United States, most seaweed snacks are found in Asian food grocers. There is a small section of American grocers that feature seaweed snacks and most limited to either Nori (large sheets meant for sushi) or small seasoned sheet snacks. Benefits of eating seaweed include: - Calorie control: a small package of 5-6 grams only consists of about 30 calories. - Good source of iodine (275% of daily value) - Easily portable, it is lightweight and has a variety of ways to be eaten (dried seaweed). - Can be a great substitute to salt/seasoning given that the product itself is already very flavorful. Ways to eat: - Seaweed itself can be dried or prepared in a wakakame salad. - Dried seaweed can be enjoyed in rice, as sushi wrap, with noodles, on top of salads, as seasoning and so on.

Sources: 1. http://www.shape.com/blogs/weight-loss-coach/seaweed-next-big-superfood 2. http://healthland.time.com/2013/06/13/what-to-eat-now-seaweed/ 3. http://modepi.org/health-benefits-of-eating-seaweed

Logo

Logo inspiration For logo inspirations, I looked towards current packaging and companies that sold seaweed snacks. Most American and Asian brands focused either solely on seaweed or were companies that sold multiple products under one brand. Because I wanted to incorporate my biomimicry inspiration in my logo as well, I looked to the nautilus shell and other seaweed images to create an abstract of something reminiscent and reflective of my intentions to incorporate nature into my brand identity. Lastly, I also looked to logo designs that I have always been drawn to such as Bluerockâ&#x20AC;&#x2122;s logo designs for various clients. I wanted to create a logo that has a lot of detailed elements that keeps the viewer interested the most s/he looks at the logo. Bluerock logos are balanced, clear and has a great amount of detail that does not feel cluttered. The right features other logos and image inspirations that I drew from for my logo.

Bluerock Designs: http://www.behance.net/gallery/ Bluerock-Design-Logos/7526375

Initial Development I first started with just a symbol to create a mark/composition for my logo. Seaweed itself is very free-flowing and I wanted to play off that idea. With every logo, I believe that each element should have a meaning or intention behind it. On the right, you can see the development of the logo to a shape that resembles the nautilus shell. My biomimicry reflects the compact and compartmentalization of a nautilus shell which felt suitable for an abstract with seaweed. My logo also changed according to the text that I had. Originally, I wanted to name my product “Sea Crunch” to resemble both the sea and the act of eating the seaweed. Unfortunately, the name was already taken and instead, I chose “Sea Crisps”.

Digital Sketches

crisps

cris sea p

sea

wee

sea crisps

seawe e

wee

cris sea p

cris sea p s

crisps ea

crisps

wee

ea crisp

crisps

wee

ea crisp

sea

wee

I also placed a great deal of emphasis on the round/ circular shape because I wanted my packaging to be cylindrical.

seaweed

crisps

sea

Color was later included in the logo that reflected colors closely related to the sea/Earth. I chose to focus on green, white, blue and brown.

ea crisp

sea crisps

I started my digital sketches in black and white. As much as color was very important, I wanted to ensure that the structure of the logo worked well first in black and white. I tried different ways to rearrange the text, different typographic styles and all focused on the nautilus inspired seaweed mark.

s e awe e d

sea crisps

Top 3 digital sketches

wee

This logo incorporated the circular shape and the seaweed border. This could have definitely been a fun logo with the border but the more I played with the border, the more cluttered the logo seemed.

wee

r c isp a e s

This logo lost the border in place for a Gestalt style line. I decided to go with the brown color which seemed more organic and matched the green color.

Because my packaging was cylindrical and also vertical, I felt it was more appropriate to used a vertical logo. This gave me versatility to use not only for the packaging but also for the business system and more.

Final logo The final logo took the elements from the top three choices:

- The color: brown and variations of green to emphasize the seaweed mark. - Vertical logo to hint and represent the tall, vertical packaging. - Keeping the logo simple - only using the mark as the graphic meant more white space and focus on the detail of the logo mark itself.

sea

Graphic Standard

Preliminary Sketches - Grid I originally started with a vertical layout to keep consistency with my packaging. However, as I continued to develop the graphic standard booklet, the horizontal layout provided better spacing. I stuck with a 3x3 grid layout on a 11â&#x20AC;?x8.5â&#x20AC;? paper size.

about Sea Crisps Seaweed Sea Crisps Seaweed is a healthy and delicious light seaweed snack made from only a few simple ingredients: seaweed, corn oil, sesame oil and sea salt. The seaweed is roasted to perfection then seasoned lightly for flavor. It is a healthy choice currently in the market. Sea Crisps Seaweed focuses not on just the perfect product but also packaging that also reflects our company values. We believe in sustainability of the Earth from the sea to seed. The packaging features seed paper that becomes another opportunity for the consumer to give back to the Earth by planting packaging - to grow more food and to reduce waste. Our company seeks to pursue a modern take on a traditional snack. Our logo, packaging and values all align with simplicity and maintaining sustainability. By choosing Sea Crisps Seaweed, youâ&#x20AC;&#x2122;re choosing to treat both you and the Earth right.

Logo Dimensions

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Clear Space

Allow spacing around the logo on all applications. The “X” on the right represents the minimum space which is half the height of the lower case “s” in “crisps”.

Minimum Size

Minimum Digital Size

sea 83.88px

Print: The entire logo should be at least .885”. Digital: The entire logo should be at least 83.88px. Minimum Print Size

sea .885”

Acceptable Usage The following are acceptable versions of the logo. It is important to maintain the shape, type and integrity of the logo.

Allow white space around the logo to let it breathe. The vertical logo is preferred whenever possible.

This horizontal logo can also be used to represent the brand if the vertical logo is unavailable.

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Logotype

Mark

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Unacceptable Logo Usage The Sea Crisps Seaweed logo should be used according the acceptable guidelines stated before. The following are examples of logos that should not be used to represent Sea Crisps Seaweed.

Do not stretch the logo and type.

sea

Do not change the typography.

sea

Do not mirror the logo.

aes

crisps

sea

Do not rotate or tilt the logo.

sea

Do not rotate the logo mark.

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Do not change the colors of the logo or symbol.

Color The following are the official colors of the logo. Be sure to use only these colors for the logo. 1. logo text 2. seaweed outline 3. front seaweed fill 4. second (lower) seaweed 5. back (top) seaweed fill

Black & White

fill

95% black

70% black

29% black

12% black

8% black

sea

Color CMYK: 40/65/90/35 RGB: 117/76/41

HEX: #754C29 PANTONE P 43-13 U

CMYK: 25/0/50/50 RGB: 113/132/92

HEX: #70835C PANTONE P 156-13 U

CMYK: 40/16/69/0 RGB: 162/181/113

HEX: #A1B571 PANTONE P 158-13 U

CMYK: 20/2/40/0 RGB: 207/222/171

HEX: #CFDEAB PANTONE P 157-10 U

CMYK: 13/2/27/0 RGB: 221/231/197

HEX: #DDE7C5 PANTONE P 163-9 U

sea

Typography Sea Crisps Seaweed uses Bembo Std for its logo. This is a serif typeface that is meant to complement the organic and free-flowing feel of the nautilus inspired seaweed logomark. All headlines and body copy uses the Avenir font family. This sans-serif type is clear and legible - suitable for conveying a modern look to the organic logo.

Bembo Std Regular

Avenir Medium

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Avenir Book

Avenir Heavy

Aa ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Business System

First impressions are very important. Whether you are sending mail to new vendors, official mail between partner companies, and/or any external individual or organization, the following business system should be used to maintain brand consistency.

First Name, M. Last Name 123 Address Road City, State Zip Code

sea

sea crisps

The business system as a whole emulates the packaging and biomimicry inspiration.

sea

Mr. Ms. First Name, Last Name Position Title, Company 123 Address, City, State, Zip Code

Dear Mr./Ms. First Name Last Name,

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam ut euismod ligula, sed pharetra nunc. Vestibulum non convallis diam, non mattis tellus. In facilisis commodo nibh eget mollis. Nulla auctor tellus facilisis, hendrerit augue nec, euismod augue. Suspendisse sagittis sapien et lacus porttitor consectetur. Pellentesque in augue mi. Ut tempus ullamcorper leo ac vehicula. Nam aliquam tempus dictum.

sea

Aliquam quis ante porttitor sem sollicitudin iaculis vitae non ipsum. Nunc feugiat arcu nec augue blandit, eu mollis ipsum blandit. Quisque pretium dolor sed lacus viverra, at iaculis orci gravida. Curabitur varius, quam eu condimentum tristique, mi mi auctor leo, et luctus magna purus id turpis. Nunc bibendum condimentum magna, sed ultricies leo. Phasellus rutrum lacinia nunc et dictum. Donec porttitor, elit a blandit mollis, augue risus semper sem, ut tincidunt elit mi quis nisi. Cras ultricies non velit non hendrerit.

Sincerely,

First, Last Name Position Title, Sea Crisps Seaweed (p): 555.555.5555 (e): contact@seacrisps.com (t): @seacrisps

seacrisps.com

First Name Last Name September 13, 2013

First Name, Last Name | Position Title (p): 555.555.5555 | (e): contact@seacrisps.com | (t): @seacrisps 123 Address, City, State, Zip Code

seacrisps.com

Business Cards The vertical orientation is kept in consistency of the packaging shape. The pattern on the back of the card is an inverse of the pattern that is inside the cylindrical packaging. To ensure great first impressions, presenting your business card at the right moment will ensure that great design and strategy can go in hand-in-hand.

front

back

sea

The business cards are 2.5â&#x20AC;? x 3â&#x20AC;?. Contact information should be 7.5pt font and the website is 10pt font. First, Last Name First, Last Name Position Title, Sea CrispsPosition Seaweed Title, Sea Crisps Seaweed (p): 555.555.5555 (p): 555.555.5555 (e): contact@seacrisps.com (e): contact@seacrisps.com (t): @seacrisps (t): @seacrisps

seacrisps.com

Envelope The envelope continues the elegant and simple look of the brand. The front of the envelope features the logotype without the logomark to keep things simple. Do not add more elements to the front. The back of the envelope features two patterns that is also featured on the packaging and letterhead. The tab with the logo is a sticker tab that should be placed on the envelope flap for all official correspondences. When the envelope is opened, the tab is torn to indicate that the letter has been opened. The tab reflects the packaging which also features a tab to indicate if the product has or has not been opened prior to purchase.

9.5”

First Name, M. Last Name

1.5”

123 Address Road City, State Zip Code

sea

4.125”

sea crisps

.5”

The return address is 11pt for the name and 10pt for the address.

sea 1.75”

.75”

Letterhead The letterhead should be used for all official correspondences.

front

back

The back features a white on green pattern that should not be altered in any way. The pattern is a combination of the logomarks. It is inspired by the Pancake Tortoiseâ&#x20AC;&#x2122;s shell whose flexible biomimicry is emulated in the package itself.

sea

Mr. Ms. First Name, Mr. Ms. LastFirst Name Name, Last Name

Recipient information (top) should be 11.5pt. Body copy should be 11pt. Sender information on the bottom should be 9pt and website is 10pt.

Position Title, Company Position Title, Company 123 Address, City, 123 State, Address, Zip Code City, State, Zip Code

Dear Mr./Ms. First Dear Name Mr./Ms. Last Name, First Name Last Name,

Lorem ipsum dolor Lorem sit amet, ipsumconsectetur dolor sit amet, adipiscing consectetur elit. Nullam adipiscing ut euismod elit. Nullam ligula, utsed euismod pharetra ligula, nunc. sed pharetra nunc. Vestibulum non convallis Vestibulum diam, nonnon convallis mattisdiam, tellus.non In facilisis mattis commodo tellus. In facilisis nibh eget commodo mollis.nibh Nullaeget auctor mollis. Nulla auctor tellus facilisis, hendrerit tellus facilisis, augue hendrerit nec, euismod augue augue. nec, euismod Suspendisse augue. sagittis Suspendisse sapien etsagittis lacus porttitor sapien et lacus porttitor consectetur. Pellentesque consectetur. in augue Pellentesque mi. Ut tempus in augue ullamcorper mi. Ut tempus leo ac ullamcorper vehicula. Nam leo ac aliquam vehicula. tempus Nam aliquam tempus dictum. dictum. Aliquam quis ante Aliquam porttitor quis sem ante sollicitudin porttitoriaculis sem sollicitudin vitae non ipsum. iaculis vitae Nuncnon feugiat ipsum. arcu Nunc nec feugiat augue arcu nec augue blandit, eu mollisblandit, ipsum blandit. eu mollisQuisque ipsum blandit. pretiumQuisque dolor sed pretium lacus viverra, dolor sed at iaculis lacus viverra, orci gravida. at iaculis Curaorci gravida. Curabitur varius, quam bitur eu condimentum varius, quam eu tristique, condimentum mi mi auctor tristique, leo,mi et mi luctus auctor magna leo, purus et luctus id turpis. magnaNunc purus id turpis. Nunc bibendum condimentum bibendum magna, condimentum sed ultricies magna, leo. sed Phasellus ultricies rutrum leo. Phasellus lacinia nunc rutrum et dictum. lacinia Donec nunc et dictum. Donec porttitor, elit a blandit porttitor, mollis, elit augue a blandit risus mollis, semper augue sem, risus ut tincidunt semper sem, elit mi ut quis tincidunt nisi. Cras elit mi ultricies quis nisi. nonCras ultricies non velit non hendrerit. velit non hendrerit.

Sincerely,

First Name Last Name First Name Last Name September 13, 2013 September 13, 2013

seacrisps.com

8.5”

.75”

sea 1.25”

Mr. Ms. First Name, Last Name Position Title, Company 123 Address, City, State, Zip Code

Dear Mr./Ms. First Name Last Name,

7”

11”

Sincerely,

First Name Last Name September 13, 2013

First Name, Last Name | Position Title (p): 555.555.5555 | (e): contact@seacrisps.com | (t): @seacrisps 123 Address, City, State, Zip Code

seacrisps.com

.75”

Marketing Applications

The following are examples of marketing applications and guidelines in pursuing branding.

sea Home

Our Story

Products

Responsibility

Get Sea Crisps

Consistency is key to uniting Sea Crisps Seaweedâ&#x20AC;&#x2122;s brand. Sea Crisps Seaweed is a healthy and delicious light seaweed snack made from only a few simple ingredients: seaweed, corn oil, sesame oil and sea salt.

@seacrisps tweets: @seacrisps: Need a light snack before you hit the road. Pick up our new on-the-go packs at ... 1 hr ago @seacrisps: #SCSecretTips : Our individual packs are made with plantable seed paper. So when...

sea

Sea Crisps

5,000 people liked this

sea

Our Story

Responsibility

Products

Get Sea Crisps

Sea Crisps Seaweed is a healthy and delicious light seaweed snack made from only a few simple ingredients: seaweed, corn oil, sesame oil and sea salt.

Billboard Billboard designs should generally be simple to maintain consistency. The right features one concept that brings a closeup view of the seaweed logo and simply states the brand name and website for more information. The background utilizes the Sea Crisps signature pattern to place to break up blank space without crowding.

Shipping Box Sea Crisps shipping boxes feature the signature green pattern on all sides printed on the cardboard except the top and bottom. The top features the logotype â&#x20AC;&#x153;Sea Crispsâ&#x20AC;?. The boxes can double as displays by stacking multiple boxes and placing product on top of the boxes. The boxes should be made of recyclable material.

Website & Phone App Online branding presence is also very important for us. The website should be clean and features high resolution photos of the products, brand colors and patterns.

phone app

sea

Verdana is used throughout the website.

HEX: #754C29 RGB: 117/76/41

HEX: #70835C RGB: 113/132/92

Our Story

Responsibility

Products

Get Sea Crisps

Sea Crisps Seaweed is a healthy and delicious light seaweed snack made from only a few simple ingredients: seaweed, corn oil, sesame oil and sea salt.

website

sea Home

Our Story

Products

Responsibility

Get Sea Crisps

Sea Crisps Seaweed is a healthy and delicious light seaweed snack made from only a few simple ingredients: seaweed, corn oil, sesame oil and sea salt.

sea

Sea Crisps

5,000 people liked this

Packaging

Creative Brief Needs

Background

Sea Crisps Seaweed packaging seeks to rethink the way consumers conceptualize food packaging. Rather than making the packaging just as something to hold and preserve food, it also serves as a method for consumers to take action to make a difference by being sustainable and as a educational science project for children to learn to be sustainable. We constantly discuss and push for sustainability but rather than just making the products sustainable, Sea Crisps Seaweed packaging takes it to the next level by involving the consumer.

Currently, the market for seaweed snacks are mainly in the Asian population that consumes seaweed both as an ingredient and snack. There are endless styles of seaweed (nori, futomaki, snack sheets, toppings, etc...) in the Asian market. However, seaweed is not a widely known snack in the U.S. and is found mostly in the “Asian” sections of grocery stores and specialty food grocers like Whole Foods and Trader Joes. Most packaging also consists of cellophane or plastic that encloses seaweed sheets. Seaweed snack sheets tend to come in a plastic tray with the cellophane and a silica gel pack to stay fresh. Specifically, seaweed snack sheets come in $1 individual packs or multi-packs ranging from $9-$10. One major characteristic is the large and light packaging that takes up a great deal of shelf space despite actual product size.

Project Objective Ultimately, to provide not only a quality product but to change the way the end user a.k.a. consumer thinks about food packaging. I want the consumer to make conscious choices on what his/her mark is on Earth through their food choices. By purchasing Sea Crisps Seaweed, not only is s/he treating his/her body well but also purchasing packaging that has continual potential for growing more food to nourish the body with little to no waste. Also, the packaging reflects nature’s food where food like fruits that animals eat can be decomposable in the ground after consumption is something that I want to push for in terms of rethinking modern food packaging.

Project Strategy The project will include full marketing/branding strategy including company logo, business system, graphic standard and mock packaging. The packaging will reflect the ideal packaging including a cylindrical container created from plantable herb seed paper. Inside will be individual packages that are also created from plantable herb seed paper placed/compartmentalized to fit into the cylindrical container reflecting the biomimicry of the pancake turtle’s flexible shell and how the nautilus’ shell spirals.

Message Simply, I want the customer to leave with this: sustaining the Earth from the sea to seed. My packaging provides a unique spin on not only providing a quality, healthy and natural product but also a message that everything we use should be able to return to the Earth. The packaging that features seed paper becomes another opportunity to give back to the Earth by being able to plant herbs leaving the consumer with less waste.

Audience Target market will be adults who are health conscious/seek to live a healthy lifestyle. Age: Late 20s to early 50s; also children 8-18 who can apply packaging concepts as science projects (eating healthy and giving back to the Earth by planting seed paper). Income: $50,000 - $80,000 (middle/upper middle class) Location: Mainly U.S. market Gender: All

Biomimicry Inspiration - Case Studies Tortoise Shell Optimizes Material and Surface Summary The Tortoise shell has hexagon and filler shapes that adhere to a 120 degree angle which optimizes space and surface. The shell is filled with hexagons in the center and bounded by pentagons that come together to give a straight edge on the shell. The Pancake tortoiseâ&#x20AC;&#x2122;s shell can also be flexible meaning that it can allow the animal to fit into odd shapes/spaces to hide from its predators.

Possible Application to Packaging A 120 degree angle can be used to create curved packaging that eliminates waste. Possibly creating curved long boxes with edge flaps rather than a square 3D box can save space and also provide an interesting shape to look at. The curved boxes can also be easily collapsible if made out of paper material. Labels can be easily adhered to the surface and still be legible.

References

1) http://www.asknature.org/strategy/dc67e17e3095cf331fe 9ba29c48eb629 2) http://www.asknature.org/strategy/bd7bbd188109aab0fb599f 3388b1382a

Biomimicry Inspiration - Case Studies Shell growth through compartmentalization: nautilus Summary The nautilus chambers are connected by a living tissue that continues to grow and expand. When the animal grows, the shell extends and keeps growing with it. The spiral tends to follow the Golden Spiral or Fibonacci Sequence that mathematically allows compartmentalization to occur effectively.

Possible Application to Packaging Compartments or shapes that can be packed so that one can save space. Using a spiral inspiration for packaging - cylindrical or circular packaging.

References 1)http://www.asknature.org/strategy/c5f454eff3402b c3436a7d3eff523840 2) http://2muchfun.info/nautilusshell.html 37

Biomimicry Inspiration - Case Studies Clark’s Nutcracker - Throat Pouch Seed Storage

Summary The Clark’s nutcracker bird has a throat pouch that can expand to hold up to 150 pine-nut seeds. It’s throat pouch is similar to a Pelican’s pouch that can scoop up to three gallons of water. The pouch is located on the underside of the mouth (under the tongue). The pouch itself is very thin and wrinkly - almost elastic. As seeds are deposited into the mouth and pushed down by the tongue, the pouch expands to almost the size of a walnut. It’s useful to carry larger loads in one trip.

Possible Application to Packaging There are two types of common packaging:

1) Bulky large items that holds all the product (exm: bulk packaging that comes in a large resealable bag or just one box). 2) Individual sized packaging (exm: small “fun size” candy bars that come in a larger bag that does not expose the individual product).

Products that include multiple components can have expandable packaging to assist with adding more or less product. Expandable and collapsible packaging can assist with maintaining food freshness by elimination of air. Also, by using an expandable material - this could help eliminate excess packaging waste because it will work with a “one size fits all” ideal.

References 1) http://www.asknature.org/strategy/d57b4f0a02e46244c 2c805d053dfee10 38

Packaging Inspiration - Case Studies Product Case Study - PlantLove by Cargo

Summary

Recognition

PlantLove by CARGO is an Eco-friendly approach to their cosmetic line. All products use organic and natural extracts and oils for its ingredients that is in line with the rest of the company’s cosmetic products.

Most notably, PlantLove has been recognized with Editorial Awards from 2007-2009 ranging from “Best Green Make-up Line” to “Redbook MVP Most Valuable Product Beauty Award.

Beyond the product itself, PlantLove packaging is also environmentally conscious. The entire packaging (lipstick tube and compact cases) is made out of corn. Corn renews itself every 100 days making it an incredibly sustainable material.

The product has also received Industry Awards - the latest in 2010 “Best eco Product category of the Lipstick Powder N Paint Readers’ Choice Beauty Awards

The boxes that house the cosmetics are made from 100% post-consumer waste paperboard. The paperboard is also infused with flower seeds. Just moisten the packaging and plant. Wildflowers will grow within weeks.

There has also been media recognition from the New York Post, News Week and Time Magazine.

Possible Application to Packaging Cargo Plantlove is an innovative cosmetic product that’s green through it’s entirety. From the formula of the product, product casing, and exterior packaging - everything is environmentally friendly and conscious leading to nearly 0% packaging waste. This could potentially be used with food where boxes are made to be decomposed with food products. Also, for children’s products, packaging can also turn into a science project.

References 1) http://www.dermstore.com/profile_PlantLove+by+CARGO_501531. htm 2) http://spcdesignlibrary.org/items/view/59 3) http://www.cargocosmetics.com/in-the-news/awards-innovations 4) http://www.prnewswire.com/news-releases/cargo-introduces-plantlovetmthe-first-lipstick-that-helps-fight-global-warming-57877172.html 39

Existing Packaging Research I looked at a lot of existing package in the U.S./ American grocers (specifically Trader Joeâ&#x20AC;&#x2122;s and Whole Foods. Most of the packaging was the same - very colorful and made with cellophane/plastic packaging. Most Asian packaging also reflected the use of the plastic packaging. I wanted to think outside of the current packaging and make something that would stand out. I saw very interesting packaging that teas were placed in cylindrical cannisters that packed in a lot of product. I decided to pursue this idea.

Initial Development - Sketches I decided to work with the cylindrical shape and sketched out a couple of ideas on how the packaging would work. I wanted to still keep the design shape of current packaging which is kept with the small individual packages. A few things I had to keep in mind: - How many sheets of seaweed I wanted to package - Brand familiarity - because this whole packaging is different from whatâ&#x20AC;&#x2122;s on the market now, how can I keep the design someone recognizable even if someoneâ&#x20AC;&#x2122;s never encountered it. - How to make the package airtight given that the seaweed will immediately go stale if exposed to air.

Prototype On the right is my prototype of the product. The process seemed pretty simple. I had originally created a template of the packaging without the labeling. When that was completed, I then designed accordingly. I decided to go with a die cut but it was very difficult to get the cut correct. You can see on the right that the die cut did not work as how I envisioned it. I created the prototype with regular paper, bristol paper and cut with scissors and an x-acto knife. The pieces were all taped together.

Final Package Construction I decided to go with seed paper packaging. I had purchased actual seed paper infused with herbs that would be the label/exterior for the packaging. In order to ensure that the seed paper stayed intact, a structural skeleton was made with bristol board glued behind the seed paper. This whole process involved a great deal of cutting both with an X-acto knife and the lazer cutter which helped me with a near perfect die cut. I also used my Voss water bottle to help me mold and roll the tough bristol/seed paper. Also, PVA glue was used to bind all the elements together.

Final Packaging The final package is ideally made entirely of seed infused compostable paper and the plastic is a harmless and plastic that can be dissolved in water or naturally composted. There is a silica-gel pack at the bottom of the package which can be reused and is essentially harmless if not consumed. Also, ideally, customers who purchase the product can just use either the individual packages or the entire container itself to plant a garden of herbs. Just add water, plant and watch the herbs grow. The cylindrical container itself is in a sense, a work of art with the die cut. It is made so intricately in hopes of the consumer rethinking new uses for the container after the product is consumed.

For more information about: - Seed Paper: I purchased seed infused paper from www.bloomin.com - Dis-solvable plastic packaging: Cyberpac - http://www.harmlesspackaging.co.uk/ -- review here: http://www.creativereview.co.uk/cr-blog/2009/october/crs-incredible-dissolving-bag

Final Packaging The following are the packaging graphics. The patterns go on the insider of the packaging. seacrisps.com

Additionally, the die cut template can also be printed as is and becomes a graphic on its own.

Sea Crisps Seaweed is a healthy and delicious light seaweed snack made from only a few simple ingredients: seaweed, corn oil, sesame oil and sea salt. The seaweed is roasted to perfection then seasoned lightly for flavor. Treat yourself right and grab a pack with you wherever you go.

Nutrition Facts

Serving Size 0.17oz (5g) Servings Per Container about 8 Amount Per Serving Calories 35

Calories from Fat 25 % Daily Value

Total Fat

Saturated Fat Trans Fat Cholesterol Sodium Total Carbohydrate Dietary Fiber Sugars

Eat E at me me: m e:

Protein

0mg

180mg

2g <1g

1% 0%

0g 1g

*Percent Daily Values are based on a 2,000 calorie diet. Your daily values may be higher or lower depending on your calorie needs: Calories

0092 7437 0

10 Sheets - Net Wt. 0.17oz (5g)

Seaweed Snacks

Visit us at

seacrisps.com This package contains a silica gel packet to maintain freshness. Do not consume. Keep product in a cool, dry place.

with a salad with rice

Ingredients: Seaweed, corn oil, sesame oil, and sea salt. Total Fat Less Than Sat Fat Less Than Cholesterol Less Than Sodium Less Than Total Carbohydrate Dietary Fiber

65g 20g 300mg 2,400mg 300mg 25g

Calories

2,000

80g 25g 300mg 2,400mg 375mg 30g 2,000

*Percent Daily Values are based on a 2,000 calorie diet. Your daily values may be higher or lower depending on your calorie needs:

Protein

Sugars

Dietary Fiber

1% 0%

2g <1g

180mg

0mg

Total Carbohydrate Sodium Cholesterol

sea

Saturated Fat Trans Fat

Total Fat

0g 3g

% Daily Value Calories 35

Calories from Fat 25

Amount Per Serving Serving Size 0.17oz (5g) Servings Per Container about 1

Nutrition Facts Eat me:

seacrisps.com

80g 25g 300mg 2,400mg 375mg 30g

as a snack

Keep in a cool, dry place. Once opened, keep in an airtight container.

0.17oz (5g) x 8 Packs Total Net Wt. 1.36oz (40g)

2,000

65g 20g 300mg 2,400mg 300mg 25g

Ingredients: Seaweed, corn oil, sesame oil, and sea salt.

with noodles w

This package is made of compostable paper infused with a mixture of herb seeds (basil, parsley and chive). When youâ&#x20AC;&#x2122;re done with the individual packages and this container, just plant, water and watch your new garden grow. We believe in keeping the Earth and you healthy - from the sea to the seed.

Dietary Fiber

with noodles

as a snack

Seaweed Snacks

Total Fat Less Than Sat Fat Less Than Cholesterol Less Than Sodium Less Than Total Carbohydrate

with a salad

0092 7437 0

Eat me:

with rice

2,000

Keep in a cool, dry place. Once opened, keep in an airtight container.

Ingredients: Seaweed, corn oil, sesame oil, and sea salt.

2,000

80g 25g 300mg 2,400mg 375mg 30g 65g 20g 300mg 2,400mg 300mg 25g

2,000 Calories

1g Protein

0g Sugars

Dietary Fiber

2g <1g Total Carbohydrate

Cholesterol

Sodium

Total Fat Less Than Sat Fat Less Than Cholesterol Less Than Sodium Less Than Total Carbohydrate Dietary Fiber

*Percent Daily Values are based on a 2,000 calorie diet. Your daily values may be higher or lower depending on your calorie needs:

1% 0%

0mg

180mg

% Daily Value

Saturated Fat Trans Fat

Calories from Fat 25

Total Fat

Calories 35

Amount Per Serving

Serving Size 0.17oz (5g) Servings Per Container about 1

seacrisps.com

Nutrition Facts

1% 0%

Serving Size 0.17oz (5g) Servings Per Container about 8

0mg

% Daily Value

180mg

Calories from Fat 25

Amount Per Serving

Calories 35

Saturated Fat Trans Fat

Total Fat

Cholesterol

Sodium

2g <1g

Nutrition Facts

a healthy aweed y a few aweed, sea salt. ted to ed lightly elf right h you o. Dietary Fiber Sugars

Calories from Fat 25 % Daily Value 3g

Cholesterol

0mg

180mg

2g <1g

1% 0%

Sodium

0g 1g

*Percent Daily Values are based on a 2,000 calorie diet. Your daily values may be higher or lower depending on your calorie needs: Calories

Total Fat Less Than Sat Fat Less Than Cholesterol Less Than Sodium Less Than Total Carbohydrate Dietary Fiber

2,000

65g 20g 300mg 2,400mg 300mg 25g

80g 25g 300mg 2,400mg 375mg 30g

Seaweed Snacks

Trans Fat

10 Sheets - Net Wt. 0.17oz (5g)

Saturated Fat

sea

Total Fat

Ingredients: Seaweed, corn oil, sesame oil, and sea salt.

Visit us at

seacrisps.com

0092 7437 0

with noodles

as a snack

with a salad

0092 7437 0

with rice

This package contains a silica gel packet to maintain freshness. Do not consume. Keep product in a cool, dry place.

Eat me:

Seaweed Snacks 0.17oz (5g) x 8 Packs10 Sheets - Net Wt. 0.17oz (5g) Total Net Wt. 1.36oz (40g)

Total Carbohydrate

Seaweed Snacks

2,000

*Percent Daily Values are based on a 2,000 calorie diet. Your daily values may be higher or lower depending on your calorie needs:

This package Caloriesis made 2,000 of2,000 Total Fat Less Than 65g 80g compostable paper infused with a Sat Fat Less Than 20g 25g Cholesterol Than 300mg 300mg mixture of herb Less seeds Sodium Less Than (basil, 2,400mg parsley 2,400mg Total Carbohydrate 300mg 375mg and chive). When youâ&#x20AC;&#x2122;re25gdone30gwith Dietary Fiber theIngredients: individualSeaweed, packages and this oil, corn oil, sesame and sea salt. container, just plant, water and watch your new garden grow. We believe in keeping the Earth and you healthy Keep in asea cool, Once - opened, from the todry theplace. seed. keep in an airtight container.

0092 7437 0

1% 0%

2,000

with noodles

0% 8%

2g <1g

with w 0g noodles

Calories

as a snack

0mg 180mg

*Percent Daily Values are based on a 2,000 calorie diet. Your daily values may be higher or lower depending on your calorie needs:

Protein

Dietary Fiber

80g 25g 300mg 2,400mg 375mg 30g

Total Carbohydrate

65g 20g 300mg 2,400mg 300mg 25g

Cholesterol Sodium

as a snack Sugars

with a salad 5%

Total Fat Less Than Less Than Sat Fat Cholesterol Less Than Sodium Less Than Total Carbohydrate Dietary Fiber

Saturated Fat Trans Fat

a salad

% Daily Value

with rice

Calories 35

Sugars

Calories from Fat 25

Total Fat

Amount Per Serving

Protein

Amount Per Serving

Visit us at

with a salad

Eat E at me m me: e:

Calories 35

Serving Size 0.17oz (5g) Servings Per Container about 8

Dietary Fiber

Serving Size 0.17oz (5g) Servings Per Container about 1

Ingredients: Seaweed, corn oil, sesame oil, and sea salt.

sea

with rice

Nutrition Facts

Total Carbohydrate

Nutrition Facts

seacrisps.com

This package contains a silica gel packet to maintain freshness. Do not consume. Keep product in a cool, dry place.

0092 7437 0

Eat me:

noodles

of d with a , parsley one with nd this nd watch believe u healthy ed.

Eat me:

seacrisps.com Nutrition Facts

with rice

Serving Size 0.17oz (5g) Servings Per Container about 1

sea

Amount Per Serving Calories 35

Calories from Fat 25 % Daily Value

Total Fat

Saturated Fat Trans Fat

with a salad

Cholesterol Sodium Total Carbohydrate Dietary Fiber Sugars Protein

as a snack

0% 0%

180mg

2g <1g

1% 0%

0g 1g

*Percent Daily Values are based on a 2,000 calorie diet. Your daily values may be higher or lower depending on your calorie needs: Calories

Total Fat Less Than Sat Fat Less Than Cholesterol Less Than Sodium Less Than Total Carbohydrate Dietary Fiber

with noodles

2,000

65g 20g 300mg 2,400mg 300mg 25g

80g 25g 300mg 2,400mg 375mg 30g

Ingredients: Seaweed, corn oil, sesame oil, and sea salt.

Keep in a cool, dry place. Once opened, keep in an airtight container.

Seaweed Snacks

0092 7437 0

0g 0mg

10 Sheets - Net Wt. 0.17oz (5g)

Design Analysis

Introduction

Methodology

The purpose and goals of this project is to redesign a more sustainable, unique and compact product packaging for dried seaweed snacks. This packaging product is directed towards the U.S. market of healthy conscious eaters of all ages. Ultimately, the project seeks to have the designer find alternatives for packaging involving consumer call-to-action.

To include sustainability, case studies and further research must be done to find the best possible solution for the package concept. Research must also be done in terms of how the productâ&#x20AC;&#x2122;s benefits can be emulated through the packaging itself. Lastly, finding unique and alternative ways to use packaging to educate the consumer to be more conscious about waste and his/her role in the consumption cycle.

Problem Statement

Evaluation

Packaging must be created to reflect: sustainability, health and education. This should all be done using minimal materials while maintaining strong graphic design that is both attractive and useful.

The product and packaging will be measured against current product and packaging in the market. This will include information of how to make the product, waste produced, and execution of the design (graphic applications and construction).

Objective

Project Summary

This project aims to create a sustainable alternative packaging for seaweed sheet snacks in the U.S market. In addition to sustainability in the packaging itself, the package should also involve the consumer to allow the individual to reuse or use the packaging for something else.

The project packaging focused on the chosen biomimicry inspirations of the Pancake tortoise shell and nautilus shell. Both inspirations draw from collapsible and flexible shapes that allow for compartmentalization in nature. This is reflected in the structure of the package itself where individual packs are created to fit in an odd shape that not only saves space but also redesigns an entirely new concept for existing product packaging. The product is also made from seed paper and dissolvable plastic touches on sustainability, elimination of waste and provides and educational reward for consumers to plant more food. Overall, the minimal graphic design with the structure of the unique package shape comes together for a succinct and appealing design.

Instructor: Gale Okumura

September 13, 2013 DESIGN 116 | SS2 Leslie Luo