BAIT

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PROCESS BOOK

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TABLE OF CONTENTS 1.purpose Creative Brief ..........5 Product Research ..........6

2.logo Inspiration ..........10 Sketches ..........11 Drafts..........12 Refinement ..........13 Typography..........14 Color..........15 Application ..........16 Use/Misuse ..........17

3.packaging Biomimicry ..........19 Sketches ..........20 Mock Ups ..........21 Refined Mock ups ..........22 User Testing ..........23 Materials ..........24 Sustainability ..........25

4.final Business System ..........28 Store Display..........29 Website..........30 Design Analysis ..........31

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PURPOSE

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creative brief NEEDS The primary objective is to provide a userfriendly packaging that helps simplify the process of opening sardine packaging, as well as providing an eco-friendly alternative to aluminum cans. PROJECT OBJECTIVE The majority of sardines that currently occupy the market are sold in aluminum cans that are not only hard to open, but hard to dispose of. The sharp edges are dangerous for the user, and the thick aluminum leaves a large carbon footprint.

PROJECT STRATEGY Replacing the typical aluminum cans will be recyclable cardboard (such as those for take out). These new “cans� of sardines will be arranged on shelves in supermarkets with each can behind the other. The cartons itself will be about 2 inches in diameter and the different flavors will be placed a few inches apart from each other. Flavors of the same category will be lined up directly behind one another.

BACKGROUND Bait is launching a collection of sardines for the everyday household to enjoy. The current market for sardines packages the product in rectangular aluminum cans. However, Bait Sardines will embody a new user-friendly packaging that not only provides ease of access for the user, but minimal ecological waste as well. The goal of this new product is to minimize the mess both in the kitchen and on the planet.

MESSAGE Bait Sardines aims to provide a user-friendly alternative to canned sardines that not only minimize the mess for users, but for the environment. AUDIENCE Since sardines are a common food supplied in super markets, the target audience would be the cooks of the house, typically between the ages of 20-50.

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market research

After looking through different pictures and going to various grocery stores, I noticed that the majority of sardines in the market come in cans that are either rectangular or cylindrical. Also, it was interesting to see that a lot of brands have fairly similar type and logos.

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LOGO

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inspiration

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sketches

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drafts

For this design, I wanted a smooth, one line design that would be easily recognizable and easy flowing.

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The idea for this logo was to create a lively looking fish out of the company name.

Initially, this design was made to mimic fisherman stamps, often seen on the side of shipping containers.


refinement

Building off my second idea (seen on pg.12) I discarded the fill on the head and tail of the fish to create a fresher feel.

Cleaning up the logo even more, I changed the font of the word “sardines” to a serif font for a bold, clean finish.

My final step in refining my logo was enlarging the size of “sardines” so that it is more prominent from a distance.

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typography To construct the logo, two fonts are used. A modified version of Curley is used for “bait” and Bodoni 72 Smallcaps is used for “sardines”. It is important to note that Bodoni is always used in all-lower case and Curley is always used in all-upper case.

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curley

abcdefghijklmno pqrstuvwxyz

bodoni 72 smallcaps

abcdefghijklmnopqrs tuvwxyz


colors

cream

mustard

red

teal

C5 M9 Y 27 K0

C 24 M 84 Y 87 K 17

R 242 G 226 B 290 #f1e1bd

R 166 G 67 B 49 #a54230

C 16 M 43 Y 87 K1

C 83 M 47 Y 58 K 31

R 212 G 150 B 63 #d4953f

black C0 M0 Y0 K 100

R0 G0 B0

The sophisticated company colors represent the classic sardine taste that Bait provides. The logo itself is set to be in black when printed on standard paperwork and shipping boxes, however, the colors can be used interchangeably in the right setting. The sardines come in four flavors which are represented through the color of packaging. Original in cream, tomato in red, lemon in mustard, and olive in a teal.

R 42 G 89 B 87 #2a5957

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use

The logo can be used in any of these five colors in the right setting. For example, the teal can be used for advertisements and the mustard can be printed on t-shirts and so on.

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misuse

The logo may not be stretched out in length or width.

The word “sardines� must be present in the logo and sit at the bottom right.

The logo must stay as one of the five company colors. Colors cannot be mixed or combined in any way.

The logo must contain both words along with the head and tail of the fish.

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PACKAGING

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biomimicry The fragile leaves dangling on branches not only provide shade for readers, but also inspire a multitude of designs. The multiple veins on the leaves bring water and nutrients for the leaves to grow, and the cells of chlorophyll that sit on top give it their rich colors and absorb sunlight for photosynthesis. From collecting water to solar panels, the veins on leaves inspire not only the format, but the aesthetic design itself. For example, solar cells on panels take the idea of photosynthesis from leaves, allowing solar cells to repair themselves through the use of proteins, bacteria, and water, making them in a sense an “artificial leaf”. Other inventions such as the “leaf tent” mimic the shape of leaves, forming what looks like a “leaf bug”, shielding the users from the outside environments.

I was inspired by leaves for this project. From the way they bend to their textures, to their ability to repel water, it was inspiring to play with and see all the designs that they could create. I initially thought of using the teardrop shape that leaves naturally obtain, but as I thought more about their flexibility I realized that they had the potential to be manipulated into any shape. Referencing the picture on the top right corner, I thought about how leaves could be used as tents and how they are used as a system of protection.

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sketches Brainstorming alternatives to the typical rectangular and cylindrical cans, I thought of using a variety of shapes and containers to store the sardines. My goal in this brainstorm was to create a never before seen package to hold the product whilst eliminating the harsh edges that are dangerous to the consumers. Along with safety, I wanted to make sure the package was intuitive and could be easily opened.

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mock ups For my paper mock up I decided to go with a container with a lid. The consumer would have to lift up the tail to break the initial seal of the packaging and then open it like any other lidded container. The lid would enable the consumer to re-store their sardines if they wish to do so as well as maintain the freshness.

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refined mock ups

After some more research, I realized that sardines were mostly a one-time use item when used for cooking, so I eliminated the lid factor in my packaging. I played around with more shapes and chose to do the one in yellow for my final. Similar to the one in red, it would easily stand up, but the fewer angles would help it open more smoothly. 22


user testing

After creating this packaging, I had a few people test it out to so I could take note on how they initially reacted with the product. I noticed that many people did not understand the purpose of the tail right away. Although they eventually realized the purpose, it was inefficient, so I made a note to add a “lift here� sign.

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materials The final product will be composed of a biodegradable cardboard with a corn based lining. The cardboard, similar to ones used for takeout boxes, is composed of Bulrush which is simply made out of cattails. This material can be broken down by simple composting and only takes a few weeks for it to completely biodegrade. The lining on the cardboard will be made out of PLA polyester (polylactic acid) which is similar to the sun-chip chip bags or corn based utensils.

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sustainability Having both products biodegradable, consumers would not have to worry about emitting waste. In a matter of weeks, their container that once held their sardines would be broken down into the soil that could then be used for growing new plants. With this product, there would no longer be a need for recycling aluminum tin cans. Since many people still don’t have the habit of recycling, the containers that end up in the landfill will biodegrade back into the Earth, resulting in zero waste.

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FINAL

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business system emily lin 1439 Bayshore Avenue Santa Cruz, CA, 95065 (831) 387-1435 Baitsardines.co customer@bait.co

emily lin

1439 Bayshore Avenue Santa Cruz, CA, 95065 (831) 387-1435 Baitsardines.co customer@bait.co

The final business system for Bait is comprised of a letterhead, envelope, and business card. Each piece is printed on high quality cardstock with the brand logo, font, and color.

1439 Bayshore Avenue Santa Cruz, CA, 95065 customer@bait.co

1439 Bayshore Avenue Santa Cruz, CA, 95065 (831) 387-1435 Baitsardines.co customer@bait.co

professor okumura, Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam molestie finibus tincidunt. Duis rutrum turpis sed sollicitudin pretium. Vestibulum id mattis nisi. Nam posuere auctor neque, sit amet elementum diam iaculis eu. Vivamus varius porttitor justo quis dictum. Ut id gravida enim, sollicitudin molestie massa. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Quisque commodo, lectus id bibendum semper, neque diam euismod diam, ac commodo orci eros et ex. Etiam vulputate enim a nibh lacinia sagittis quis et purus. Pellentesque malesuada leo mi, eget dictum diam tincidunt in. Duis mattis risus ac orci tincidunt, id sagittis magna consequat. In ultricies augue nec lacus viverra porta. Vestibulum volutpat tempor massa sit amet scelerisque. Pellentesque vel sem aliquam, volutpat ex nec, sollicitudin ligula. 1439 Bayshore Avenue Santa Cruz, CA, 95065 customer@bait.co

Vivamus mi elit, sagittis quis eros in, hendrerit posuere ante. Aliquam erat volutpat. Sed auctor urna commodo, varius lacus tincidunt, finibus nisi. Quisque in dolor porttitor, consectetur purus a, viverra arcu. Maecenas rutrum elit in posuere egestas. Sed cursus dignissim dictum. Donec feugiat, orci ut tempus sagittis, odio purus condimentum libero, sit amet feugiat arcu eros sit amet lorem. Vivamus finibus urna id sem fermentum pulvinar. Sed purus quam, vehicula vitae dapibus ac, bibendum eget risus. Vivamus ac odio neque. Praesent mi justo, maximus vitae justo et, pulvinar venenatis leo. Nunc vitae ante non ipsum pulvinar elementum vitae ac lectus. Pellentesque ornare leo et nunc pretium, eu luctus eros aliquam. Donec tortor nisl, cursus eget blandit sed, tincidunt at nunc. In eget laoreet eros. Morbi eros turpis, convallis vel magna vitae, sollicitudin mollis arcu. Ut mattis nisl nisi, in accumsan lectus pellentesque vel. Vivamus aliquet, sapien at sollicitudin vestibulum, leo metus sagittis eros, quis fermentum ligula orci et dui. Donec suscipit euismod est vitae egestas. Quisque at felis ut massa accumsan ornare ac in turpis. Aliquam pretium tortor leo, sit amet dapibus ex facilisis id. Phasellus in mauris risus. Donec eleifend odio efficitur enim tempus, sed convallis augue bibendum. Nunc sagittis vestibulum est ut porta. Morbi finibus efficitur malesuada. Etiam porttitor blandit ante id ullamcorper. Curabitur auctor posuere tincidunt. Quisque eu porttitor nibh. Sed bibendum mi eget tincidunt gravida. Nam sit amet lacus eget ante venenatis lacinia. Integer finibus odio elit, sed dictum odio pellentesque porttitor. Donec viverra eleifend mauris a convallis. Phasellus ut felis metus. Nulla facilisi. Duis suscipit leo nec maximus aliquam. Quisque ullamcorper vitae nisl in vestibulum. Vestibulum nec lacus eget mi vestibulum euismod. Vivamus ac molestie turpis Sincerely,

emily lin

Creative Director

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store display

For supermarkets, the sardine containers will be stacked directly next to each other with rows following behind. Along with the products, stores could include an A-frames outside, wall hangings inside to guide buyers to the product, or even provide promotional reusable bags. 29


website/app products about contact shop the user-friendly alternative to traditional sardines

Bait.co is the website provided to customers for ease of access to the product. A variety of things from recipes to store locators to merchandise are provided by this website to show thoughtfulness and ease to consumers.

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Similar to the website, is the Bait app created for consumers. Everything from the website is located on the app in a simplified version.


design analysis INTRODUCTION The purpose of Bait Sardines is to provide a user friendly design for sardines that leaves little carbon footprint whilst still addressing user needs. PROBLEM STATEMENT Current sardine packaging involves thick aluminum that takes up a lot of energy to break down. Aside from being hazardous to the Earth, the aluminum also creates the problem of sharp edges that may be dangerous to the user. Having most of the packages for sardines be pull-tabs, the tab that is pulled apart from the rest of the can is also hard to dispose of. If it were to be put in a bag, it could potentially cut through the plastic, and if it were wrapped before being thrown away, unnecessary waste would be generated.

OBJECTIVE To fix the problem for the user and for the environment, Bait Sardines will provide an eco-friendly alternative to cans that addresses the concerns for both problems. Starting off with the material, the sardine packages will be made out of biodegradable cardboard composed of bulrush (cattails). To ensure that the liquids do not seep out of the container, the cardboard will be lined with PLA polyesters ((polylactic acid). To open the packages, users simply pull back on the tail, similar to how frozen microwavable meals open. Since no sharp edges are formed from tearing open these packages, users do not need to worry about cuts and sharp corners.

METHODOLOGY The first step in creating this packaging was to research biomimicries that could potentially hold sardines and figuring out what materials could be best in creating the imitation from nature. Designing a logo that was simple yet effective was the next step. As the logo developed, it was necessary to create a graphic standard to ensure the correct use of the logo. Finally, the last step was to create the final packaging that was built from the many critiques and feedback from previous mock ups as well as creating a process book that documented the process.

EVALUATION This product will be measured by how easily consumers are able to use and dispose of the product. This could be recorded through the amount of waste in landfills, or simple through the documentation of the broken down and composted packages from consumers. PROJECT SUMMARY Bait Sardines the new solution for canned sardines. Inspired by leaves, the packaging not only reduces the harm typical cans may cause consumers, it also has the potential of eliminating the harm it does to the environment. With completely biodegradable materials, consumers can buy the product knowing that they will not leave a carbon footprint in terms of waste. Having the sardines packaged as a fish also elevates the aesthetic of typical sardines.

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The user-friendly alternative to canned sardines that not only minimizes the mess for users, but the environment

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Emily Lin / DES 116 / W16 34


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