One More Coffee - Research & Development (GDES1011)

Š Martin Price 2014 martin@martinjprice.com

GDES1011

MARTIN PRICE

CONTENTS 3

GDES1011: The Brief

MARKET RESEARCH 4 Brand Communication and Promotion 5 Brand Research 6 Factors Influencing Choice 7 Packaging Attributes 9 Waitrose Great Malvern Visit 10 Survey 14 Pinterest Inspiration DEVELOPMENT 16 One More Coffee - Logo: Initial Sketches 18 One More Coffee - Logo: Illustrator Renders 22 One More Coffee - Logo: Screen Printing 24 Packaging Nets

2

26 28 32 34 35 38 39 40

Colour Charts Packaging Layout One More Coffee - Quote: Sketches & Renders Labelling Legal Information Final Packaging Net Supporting Product: Brainstorm Supporting Product: Product Sketches Final Supporting Products

42 43 44 46 48 50

MODULE WORK Letters Task Circle Task Typographical Glossary Keane Lyrics Task Kirsty Mack Live Brief Women in Typography

The Brief • You will be designing packaging for a new brand of coffee beans called One More Coffee.

• The MD wants to use this quote as the tagline: “With one more coffee I could change the world” • The aim of the business is to roll this out to high end supermarkets such as Waitrose, and also to sell via a chain of brand new coffee shops.

• There is nothing special about the coffee. The packaging must sell the concept.

• Must be entirely typographical.

Final Products • Design a brand for the product • Design at least one supporting 3- dimensional item • Design, in Illustrator and make prototypes of the packaging Deconstruction • Packaging • New brand of coffee: One More Coffee • With one more coffee, I could change the world • High-end • Flexible The client wants to sell a coffee called One More Coffee which doesn’t have any sepcial qualities to a highend market. The packaging must be entirely typographical.

To fully meet the brief I must do research into the target market and look into existing products. In order to to establish what is required within the market.

I will visit a branch of Waitrose (Great Malvern) to locate existing coffee brands and analyse their packaging, this will enable me to look at the packaging materials as well as layout and location in stores. Additionally, I will create an online survey in an attempt to establish the choices that people take when looking at shelves in stores, such as Waitrose. By analysing the data returned by the survey, I will hopefully be able to create a basis upon which to build a concept.

Photo: ‘Chez Paulette and the Sunset Strip’ by Anya Lewin. Taken by Lloyd Russell, Plymouth University

undertake this research, I will look at reports using Mintel, a database for market reports and forecasting,

3

MARKET RESEARCH I looked into the Mintel reports for the Coffee sector, these were from August 2013. I hope that from these reports I can find pieces of information that can help direct the direction of the design. Additionally this research will let me get to know the industry and business behind a packet of coffee.

COFFEE: BRAND COMMUNICATION & PROMOTION Key points • Total adspend in the coffee market increased by 18% between 2010 and 2012 to reach £20.7 million, £1 million below the amount spent by advertisers in the tea market, which has a stronger adpsend to sales ratio.

• Nestlé and Mondelēz remain the leading advertisers, accounting for 80% of expenditure over 2010-12 and reflecting their lead in the overall coffee

• With the principal advertising outlet for coffee being TV, the branding needs to be transferrable and usable in moving images.

• In the research that I will undertake in a Waitrose store and a survey, I will need to remember that there has been a significant amount of money spent advertising Nescafé Azera so opinion or recognition may be higher in responses.

• Additionally it may need to be noted that alternative Nescafé blends (etc) have a higher advertising spend so may influence the results.

market. The bulk of spend has gone towards supporting the Nescafé Azera (Nestlé) and Kenco Millicano (Mondelēz) products.

• Television remained the principal media outlet in 2012, although expenditure on outdoor advertising has risen significantly.

Above-the-line media advertising spend on coffee, by top five brands, 2012 Source: Neilsen Media Research/Mintel

• Azera received 16% of total spend in 2012, with Nestlé spending £3.2 million on TV, outdoor and cinema activity to promote the brand. The TV ad portrayed a man pretending to go to the coffee shop for a coffee for his girlfriend when in fact he makes a cup of Azera in his kitchen. The ad features the strapline ‘instant barista-style coffee’.

• Nestlé has continued to focus on Nescafé Azera in 2013, spending £1.4 million on promoting the brand, while also spending more than £1.4 million on its Nescafé Gold Blend product. The latter featured in a TV and outdoor ad campaign through February and March 2013, promoting the Gold Blend range and new product Nescafé Gold Crema, pitched as a smoother coffee.

4

MINTEL (2013) Coffee: Mintel marketing report, August 2013. London: Mintel International.

COFFEE: BRAND RESEARCH Brand image - macro image, May 2013 Participants

Boring Fun Tired Vibrant Exclusive Accessible Unappealing Engaging Unethical Ethical

Nespresso

Carte Noire

Douwe Egberts

Kenco

Nescafé

1,301

1,645

1,611

1,738

1,864

%

%

%

%

%

9 30 6 32 18 31 7 29 4 21

8 27 7 33 21 38 6 34 2 22

10 27 8 32 14 43 7 35 3 23

11 31 10 31 85 53 7 33 3 27

15 33 16 32 4 61 9 37 5 27

Source: GMI/Mintel

Brand image - micro image, May 2013 “Now, from the list below, please select all words that describe your image of each brand.”

Participants Authentic Exciting Sophisticated Refreshing Creative Stylish Cool Masculine Reassuring Delicious Pure Feminine Traditional Disappointing Overatted None

Nespresso

Carte Noire

Douwe Egberts

Kenco

Nescafé

1,301

1,645

1,611

1,738

1,864

%

%

%

%

%

9 30 6 32 18 31 7 29 4 21 7 4 8 3 12 34

8 27 7 33 21 38 6 34 2 22 10 5 12 4 9 25

10 27 8 32 14 43 7 35 3 23 12 4 24 4 7 26

11 31 10 31 85 53 7 33 3 27 12 4 32 6 6 26

15 33 16 32 4 61 9 37 5 27 10 4 46 8 9 20

• Nespresso is an instant coffee machine that uses ‘pods’ for coffee. It’s like Tassimo but can only use Nespresso pods. Consumers could see it as a fun, vibrant and engaging brand as it’s ‘do it yourself’ but with no mess. You get to make the coffee but don’t have to clean up after yourself.

Also accessible as it’s making good coffee that you’d pay lots of money for for quite a lot less.

• Douwe Egberts is an interesting image to look at as it recently had a packaging revamp to make it more vibrant with use of colours such as bright yellow, magenta, cyan and green.

The brand scores highly on being engaging and vibrant.

• What’s interesting is that the brands are largely seen as masculine brands. I would consider a lot of the packaging feminine or trying to appeal to a female market.

• Most of the stats are the same, give or take a few perecentiles.

Therefore it would seem that everyone has the same image of coffee branding in their heads. This would be interesting to look into by asking people to pick out packaging that interests them from an image of a whole coffee aisle.

• One percentage that sticks out to me is that of Kenco: creative.

Kenco has never struck me as particularly creative or arty, I’ve always had the impression that it’s industrial and bland.

Source: GMI/Mintel MINTEL (2013) Coffee: Mintel marketing report, August 2013. London: Mintel International.

5

COFFEE: FACTORS INFLUENCING CHOICE Key points • Rich taste is the main reason affecting coffee drinkers’ choice of one product over another, resonating among 53% of coffee drinkers.

• 16-24s are more likely than average to see added flavours and issues such as fair trade and organic as factors influencing their purchase.

• There are marked opportunities for premium brands, with one in four consumers, especially Londoners and higher earners, noting premium brands (eg Nespresso) as a choice factor.

• Convenience remains important to consumers, with around a quarter seeing convenient packaging as a factor influencing their choice, boding well for innovation in this area.

Factors influencing choice of coffee, by age, June 2013 • Taste is noted here as the main influencing factor, this can’t be facilitated with the packaging brief however could be incorporated into the promotional item. Taster packs or perhaps letting people taste the coffee.

Source: GMI/Mintel

• Branding is a factor too, not as important as the taste but if it’s made by a coffee shop brand then younger people are more likely to buy it. Therefore the brand needs to be strong to be used in coffee outlets that are planned and the product. It needs to stand out, therefore I think it needs to be simple, both the packaging and the branding.

Reflecting their above-average tendency to have visited coffee shop (see Mintel’s Coffee shops – UK, February 2012), 16-24s also place importance on coffee shop brands such as Costa. Overall, this factor garners low appeal (12%), reflecting how this is an emerging sector and suggesting that the coffee shops stalwarts have some work to do to increase distribution beyond their own stores and convince consumers to switch from their favourite athome coffee shops brands.

6

MINTEL (2013) Coffee: Mintel marketing report, August 2013. London: Mintel International.

COFFEE: PACKAGING ATTRIBUTES Key points • Consumers are first and foremost looking for packaging which increases the longevity of a product, with more than seven in ten consumers looking for packaging which keeps food fresher for longer and that which is resealable.

• While older consumers are particularly likely to rate easy-to-open and transparent packaging, younger consumers are more likely than average to be drawn to the attractiveness of a product.

• Just 50% of consumers look for recyclable packaging, demonstrating a lessening of engagement with ethical issues or indicating that consumers have higher expectations of modern food and drink packaging, expecting these to be recyclable.

Factors influencing choice of food and drink packaging, October 2011 Source: Toluna/Mintel

• The ability to reseal the packaging is important, therefore I should look into this for my packaging net.

• I will be trying to look towards younger and middle markets, therefore I don’t think that transparency is a massive issue here. The packaging should be easy to open and reseal.

• Details for recyclability of the packaging should be clear. They should be in an accessible place and the packaging should be made out of recyclable materials.

• The packaging should be a shape that is easy to store in cupboards and not an awkward shape. I should look at existing packaging that works and isn’t awkward.

• Resealable packaging, which is now widespread across storecupboard staples such as pasta and rice, especially appeals to consumers in the D socio-economic group and those on lower incomes (see Appendix), who are likely to be on a tighter budget and keen to reduce waste.

7

See comments on Page 7.

• Those living in one-person households are more likely than average to consider packaging which is resealable as an important attribute as waste is also likely to be a concern for this group (see Appendix). This also ties in with their above-average likelihood of wanting to see different package sizes, suggesting that the portionability offered by resealability is an alternative to more suitable package size.

“The most important thing for me is that any product that I purchase is ‘easy to open’. Cartons of fruit juice are the classic example of difficult-to-open products. The instructions clearly state that to open, you lift the flap, pinch it and tear along the dotted line with your hands. In very few cases does this happen and I have to get a knife or a pair of scissors to open the carton.”

- 45-54-year-old ABC1 male • Clear and transparent packaging also appeals to older consumers, although this is in general very high, with almost seven in ten consumers agreeing that they ‘prefer clear packaging that allows me to view the product’ (see Consumer Attitudes Towards Food and Drink Packaging section), with clear packaging often seen as offering reassurance of product quality by enabling customers to assess the product prior to purchase.

Factors influencing choice of food and drink packaging, October 2011 • Just 50% of consumers consider recyclable packaging to be an important factor, while less than a quarter see reusable packaging as an important quality and less than a fifth look for lightweight or refillable packaging.

• Those who do look for recycled packaging are skewed towards those in the C2 socio-economic group and those earning the highest incomes, while those aged 16-24 particularly rate lightweight packaging.

• Refillable milk jugs and coffee packs have broadened awareness of refillable packaging, although just over one in ten (13%) consider packaging being refillable as among their top five choice attributes. Continued innovation in this area will help consumers become accustomed to refillable packaging and help them become committed to changing their habitual behaviour.

8

MINTEL (2013) Food and Drink Packaging Trends: Mintel marketing report, August 2013. London: Mintel International.

WAITROSE: GREAT MALVERN

Top Bottom

9

INTERNET SURVEY RESULTS On the 10th May 2014, Meg Shaw and I created a survey following our visit to Waitrose in Great Malvern. We hosted it on an internet survey provider called FluidSurveys and distributed via Social Media. Unfortunately we didn’t data capture ages, however it is assumed due to the demographics of my Facebook friends interacting with my post that we will have achieved at least 50% of the target market as respondants.

• Branding has been highlighted as a very important factor into the respondents priorities when choosing a coffee to buy.

This then feeds into colour, type and CSR (Corporate social responsibility). Therefore it should be immediately recognisable and distinguished from the other existing packaging.

• The second most important aspect to the respondents was the ability to smell the coffee - something that a few leading brands offer in the form of scratch and sniff or a plastic tab covering micro holes in the packaging. (Douwe Egberts & Starbucks).

• The follow up questions indicated that respondents thought that the packaging on option C was a tin and not cardboard.

Additionally option C contains sachets whereas the product I’m looking at is a ground coffee.

• Option C had thicker packaging and was minimalistic - it’s also a better known brand than Douwe Egberts. I was surprised that the respondents chose B over A as I prefer A.

10

Question One: When you are buying coffee, which aspect of the packaging do

Final Analysis

you prefer?

When you are buying coffee, which aspect of the packaging do you prefer?

Response

Chart

Percentage

Count

Ability to see the coffee

7.5%

4

Ability to smell the coffee

20.8%

11

Colour

9.4%

5

Type

11.3%

6

Promotion of ethics

11.3%

6

Images (photos)

3.8%

2

Final Analysis Final Analysis Final Analysis

Brand When

37.7% you areWhen buying you coffee, are buying which When coffee, aspect youwhich ofare thebuying packaging aspectcoffee, of the do which packaging you prefer? aspect do20of you theprefer? packaging do yo

Response

Response

Total Responses Response Chart

Ability to see the coffee Ability to see the coffee

Chart

Ability to see the coffee

Which packaging material do you prefer?

Ability to smell theAbility coffeeto smell the coffee Ability to smell the coffee Response Chart Colour Colour Colour A Type Type Type B Promotion of ethics Promotion of ethics Promotion of ethics C Images (photos) Images (photos) Images (photos) Total Responses Brand Brand Brand

Percentage Chart 53

Percentage Count

Count

7.5%

7.5% 4

4

20.8% Percentage 9.4% 22.6% 11.3% 41.5% 11.3% 35.8% 3.8%

Question Two: Which packaging material do you prefer?

Total Responses Total Responses

37.7%

20.8% 11 Count 9.4% 5 12 11.3% 6 22 11.3% 6 19 3.8% 2 53 37.7% 20

Total Responses53

11 5 6 6 2 20 53

Which packaging Which material packaging do you material Which prefer?do packaging you prefer? material do you prefer?

Response

Response

Response Chart

A

A

B C

Chart

Percentage Chart

Percentage Count

Count

A

22.6%

22.6% 12

12

B

B

41.5%

22 41.5%

22

C

C

35.8%

19 35.8%

19

Total Responses Total Responses

Total Responses53

53

Scroll through the picture. Which product catches your eye best?

See appendices for the picture used in the survey. Respondents were asked to enter the shelf, row and product so that I could easily identify what they were looking at. For the purpose of display the results, I have produced a word cloud that has taken the most popular words from the ‘product’ responses.

• It wasn’t surprising that out of a whole aisle of coffee - respondents chose brands that they knew. This reinforces the importance of branding as the target market will stick to brands that they know / have grown up with.

• A lot of these products were on the top couple of shelves - only a tiny fraction of respondents looked at the bottom shelves.

This may be because they are used to looking at those shelves for lower prices or because they were one of the few looking based on the look of packaging.

• The only coherent reasoning for why the products stood out to the respondents was that the packaging was bright and shiny. Aside from this everybody looked for something different.

• In the detailed feedback, the respondents noted that part of their choice was surrounding the colour - Waitrose own products and more economical products were the same colours so blended in but products with bright colours would be more likely to catch attention.

• The packaging assisted the product in standing out as it caught the light. Because • Aside from colour people looked for size and packaging materials - if it was bigger then it would be more likely to catch attention.

11

• The majority of the decision making was the association with respondent’s buying habits and brand loyalty.

Out of the following products, which one do you prefer?

• A lot of respondents thought that the Nescafé Azera packaging was metal tin, when in fact it is a cardboard net. If this was made clearer in the supporting photographs then the results may be substantially different.

The preference word cloud relates to the products as follows: • Nescafé Azera: easy, simple, eye catching, stylish & classy • Douwe Egberts: high end, subtle, stands out, basic, well explained & striking • Starbucks: simple, full, resealable, clear, concise & simplistic • Grumpy Mule: ethical, fairtrade & colourful • Café Direct: smell, fairtrade & pleasing colour • Coffee Break: eye catching, unbusy, uncluttered & simple • After the visit to Waitrose, the packaging definitely needs to stand out, which is why I’m encouraged by the response to the Douwe Egberts.

• The respondents preferred products that were, in their eyes, simple, clear and eye catching - something that I will have to look at via the net, colours and layout.

12

Why do you prefer this product?

What do you look for in packaging?

• Respondents looked primarily for eye catching, simple packaging that tells them what brand the coffee is.

• Interestingly, respondents also wanted to know clearly if it was recyclable or not and how to do so - is the packaging reusable?

• The word cloud combines into an incredibly simple design visualisation with a main focus on the brand and how to catch the consumer eye from the market leaders such as Nescafé and Kenco.

• Obviously I have to rule out the image, but this will help to focus my efforts on the simplicity and thus minimalism of the front side of the packaging.

If the number ‘1’ was the main feature of the packaging, what would that indicate to you?

• It’s encouraging to see that the respondents would associate ‘1’ with the brand • A near equivalent people, however, related ‘1’ with the coffee strength.

• I think that if the identity showed the brand as part of the number 1, people may disassociate with coffee strength.

• Use of the number 1 on the final packaging would require user testing.

13

14

PINTEREST INSPIRATION Available: pinterest.com/martinjohnprice/coffee-barista-style/

15

DEVELOPMENT LOGO: INITIAL SKETCHES • Trying to make the logo typographical whilst appealing to upper classes is an aspect of the first logo sketch. The typeface would be Bodoni or something similar and would resemble the logotype of Vogue, Elle or a similar high end magazine.

• I looked at playing with the letters to make them into a mug shape, I thought that although this logo could work it would be too complex for a minimalistic theme.

• Focusing on the number 1 would be interesting to develop further as it could create an extremely strong brand identity.

• Something to look at further in development is using positive and negative space to have a self contained text, further simplifying the logo.

• I really like round logos, self contained within a circle. This could be achieved without using a shape but the letter ‘O’. There are several different configurations that the brand name could use to exaggerate different words and add importance.

• Using punctuation such as ///////// (forward slashes) or ___________ (underscores) could allow for clever use of typography to add depth and order to the logo. This could separate the logo from the rest of the packaging thus simplifying it.

16

• Taking the use of forward slashes and working it into an idea made me think about using a sans serif and a script typeface. Once fully rendered, this would give a professional feel whilst being free flowing like coffee. This could then work with the quote that needs to be on the packaging.

• Playing with using vertical and horizontal alignment made me think about how best to use a small amount of space to further reinforce the simplicity that the survey respondents liked. I think that the other initial sketches looked more professional than this therefore I won’t be continuing with the idea.

• Instead of using a sans-serif capitalised style for the word ‘coffee’, it may be nice to use a serif typeface, such as Bodoni or even a slab-serif typeface such as ChunkFive.

• Looking at a simpler method to display the brand name, I explored a three line layout with a variance of typeface sizes and different spacing. I would like to see if this could be developed to a nicer render.

LOGO: ILLUSTRATOR RENDERS

Bebas Neue, Biko & Pacifico • The circle is made up of the letter ‘O’ from the Biko typeface. The thinner circle uses the light variation - the thicker circle: regular.

• Having a circle containing the logotype follows suit to market leaders such as Starbucks and Costa Coffee, both extremely successful. Circles also lend themselves extremely well to interior and signage design.

My only concern with this is that because both of these products are sold at Waitrose that it may be too similar if placed near to them.

• I chose Pacifico, the handwritten flowing typeface primarily because it has a very personal feel.

Many coffee chains are known to be designer or geek friendly so it is an inviting typeface if it were to be used for a shop front.

Coffee is always flowing as well.

• In order to develop this I would look at using positive and negative space. This may mean that I’d have the One More Coffee actually in the circle line.

• Bebas Neue lends itself extremely well to a vast array of uses. I’d like to adjust the kerning here.

I found that the trouble with making ‘One More’ sit on a circle path is that you have a reduced control of kerning. I’d have ideally liked One More to be more at the angle and path of the O.

18

O O MORE E N O

Coffee MORE E N O

Coffee

One More Coffee ONE MORE COFFEE

one more coffee

one ONE more MORE COFFEE coffee COFFEE

E R O M

e e n r o o ee m off c

Modern No. 20 • I decided to use this typeface as the serifs resembled premium magazines such as Vogue.

Using a similar typeface to high end products in different markets wil guide consumers to subconciously relate the product and therefore be able to accept a higher price.

• I toyed with the orientation of the type. During the visit to Waitrose, all packaging followed the same orientation and conventions, I thought that it’d be nice to be different to make the product stand out.

• Playing with the capitalisation allowed me to explore whether having capital letters affected the personalisation of the brand. In my opinion this was the case - lowercase creates a much more personal feel whereas the uppercase made the brand much more authoritative.

• If I were to further develop the ideas on this page, I’d choose the bottom right and middle right. The bottom right because it would have a lot of potential with geometric shapes and the middle right because it is very personal which sets my mind flowing with a lot of different interior patterns.

19

• The use of the number 1 does resemble the strength of the coffee on most packaging, something that was reiterated during the market research survey. However this can be used in the brands favour as the brief states that there is “nothing special about the coffee”.

• This logo is extremely versatile and can be used in different and quirky ways across platforms.

• Nexa Bold, used for ‘more coffee’ resembles existing branding typefaces used in retail, consumers will be used to this type of branding. A downside is that it may be unnoticed because of this.

• The kerning needs work to make it make the wording look smoother.

Bodoni MT • I wanted to explore one of the more classic but beautiful typefaces and see if it fitted with the brand.

• The capitals mean that the brand looks authoritative. I’m looking to give the brand a more personal feel therefore I don’t think that Bodoni works for this brief.

• If I was to advance this I’d have to seriously look at the kerning.

• Colour could also make a big difference here.

20

11 more coffee

• The use of Positive and negative space in these ideas creates a strong, self-contained logo.

more coffee

Nexa Bold & Bebas Neue

ONE MORE

COF FEE

One More

/////////////////////////////////////////////////////

COFFEE /////////////////////////////////////////////////////

Helvetica, Intro Regular & Pacifico • This idea uses typography to create a shape. The forward slash uses Helvetica. On packaging this would help to differentiate the brand from the rest of the packaging.

• This logo would be versatile with other typefaces on the packaging as it contains multiple typeface cateogries.

• This logo could have an accent colour with the forward spaces to draw attention to the brand and text as intended in the brief.

Round vs Rectangular • Out of my ideas, I’d like to take the circular and rectangular logos through to use on the packaging. To decide which one will be my final one, I will need to look at how well the logos transfer onto packaging.

• With the aid of Photoshop, using the actions feature (template with thanks to PSDcovers.com), I have placed both logos onto packaging. Whilst this isn’t the packaging net that I had in mind, this is a good representation of how it might look on the shelf due to my minimalistic vision.

The colours are random.

• After doing this, I have decided to take forward the rectangular logo. The circular logo is good, however it’s easily distorted with the shape of the packaging. The rectangular logo maintains consistency still and doesn’t obscure quite so much. It will also allow me to add type around it for the quote specified by the client.

21

LOGO: SCREEN PRINTING Whilst researching the design styles used for existing brands, large or small, it emerged that there is a certain interior design style that is sought after.

Many coffee houses are barely cladded, often optimising the brick wall without plaster. The fixtures tend to be wooden with the occasional touch of leather.

This gives the overall impression of the environment being rough and unfinished. This would previously have been associated with a cheap and lower class environment - however recently this style has been associated with relaxation - the wood materials allow consumers to immerse themselves with nature.

To try and incorporate the rough style into my packaging I investigated screen printing to get some slightly misprinted copies of the logo. This misprint then gives the rusticity and character displayed in the coffee houses.

I did eight prints, the aim wasn’t to get the best print possible - it was to get the best misprint closest to the actual design. Because of this I think that either the second row - right hand side or third row - left hand side works best.

I don’t think that the rest of the packaging should be screen printed as it’ll be legal information so shouldn’t be distorted whatsoever.

22

23

PACKAGING NETS • After looking at a range of coffees from research, I took a liking to the Douwe Egberts ground coffee packaging.

• The sketches on this page try to conceptualise the net of the packaging used, looking at how to recreate the net and how the flaps would work.

• The Douwe Egberts packaging was extremely complicated to start making for a prototype, therefore I scaled back the complexity of the nets.

• I wanted to make some changes to the size to make my packaging different and to make it fit the brand more.

What’s the point in having two products on the shelf the same size and shape?

• After measuring the existing packaging and making the changes necessary, I rendered the net onto layout paper and built the packaging with scissors and glue.

• I needed to make some changes based on the testing - I found that the depth needed improving and needed to add flaps to make the prototype hold together better.

• Based on this, I worked in Illustrator to put a net together. I then added lines for cutting and scoring for reference, see opposite page.

24

25

26

C 100 M0 Y0 K0

0 100 0 0

0 0 0 0

0 0 0 100

C 100 M0 Y0 K0

100 0 100 0

0 0 0 0

0 0 0 100

C 100 M0 Y0 K0

70 0 0 0

70 0 0 50

100 0 0 20

0 0 0 0

C 44 M0 Y0 K 20

100 0 0 0

100 0 57 0

0 73 56 0

0 100 27 20

C 100 M0 Y0 K0

42 0 0 0

82 38 0 0

0 63 100 30

0 35 55 0

C 90 M 47 Y0 K 20

60 32 0 40

100 0 0 0

0 58 75 0

0 83 90 20

COLOUR CHARTS • I had the idea for absolute cyan as the survey respondents said that they were drawn more to products that were brightly coloured.

• I took absolute cyan and put it into Adobe Kuler. I then looked at complementary, secondary, monochromatic and triad colour schemes based upon the cyan colour.

• The main colours needed to be something other than black, gold, white or brown as the shelving is saturated with products with the same colours.

• I wanted to find an accent colour that would appear on the front as part of the line of forward slashes as well as the sides of the packaging.

Colour Mock Ups • The packaging shown in the mock ups has a rough layout.

The mock up shows a milk carton without its lid - one of the closest actions that I could find that resembles the final packaging.

• This spread was also printed on various printers to establish the best colours and printers for printing to match the monitor colours.

• I think that all of the colours work and could form part of a range, the best initial colour in my opinion is the bottom right (cyan, magenta, white & black).

• This has been a useful task to allow me to explore other colours.

(Mockup templates with thanks to PSDCovers.com)

27

PACKAGING LAYOUT After establishing a net and colours, it was time to look at how the layout should be.

I printed out a couple of nets and started to look at where the information should go.

• The sketch on this page (top) is one of my favourite. ‘Ground coffee’ is a representation of the logo in this particular example.

• To enable the colour bar to hide, as it’s quite ugly but needs to be there for print quality control, I’ve decided that it should be on the bottom of the packaging no matter what. This is represented by C/B on the nets.

• I experimented with the location of the barcode as well, I decided that it’s better to have it on the bottom from a functionality point of view as barcodes on the side are often a pain for processing at a checkout.

• I didn’t like the design on this page (bottom) as I think the logo should be the focus from the front of the packaging, also the ingredients list/product info is too small to put on the back of the packaging. I think that the quote should be the main focus from the back and the information on the side.

• I like the potential of playing with size of individual objects and the potential for having the product description on the right hand side of the packaging vertically. I do think that it’d suit other ranges that One More Coffee may release in the future as it ruins the simplicity of this product.

Continued on Page 30

28

29

PACKAGING LAYOUT • I like the top design most out of all of the layouts as it has space for recycling information. This was a key part of the research, people wanted to know if they could recycle the packaging clearly.

• I think that maybe the colour bar and barcode could work together on the bottom of the packaging as people wouldn’t necessarily see it and it’d keep in line with the minimalism.

• I didn’t particularly like the last design as I think that the logo should be on the upper half of the packaging so that it’s the main focal point for customers - in betweeh the shelves. The logo should lead customers to read the information so there is more opportunity for visuals in the future to make potential buyers more interested.

• I will be taking forward the design at the top of this page, I still need to work on the quote.

30

31

Photo: Š Starbucks Coffee 2014. Taken in Austin, TX.

32

WITH W I T H One More One More

I COULD

CHANGE THE WORLD

WITH One More

COFFEE I COULD CHANGE

THE WORLD

WITH

One More

COFFEE I COULD CHANGE

THE WORLD

WITH

COFFEE

COFFEE I COULD CHANGE THE WORLD

One More

COFFEE I COULD CHANGE

THE WORLD

WITH One More

COFFEE I COULD CHANGE

THE WORLD

QUOTE: SKETCHES & RENDERS • To start I looked at the quote and tried to establish what the main emphasis of the quote was.

• I found that the main message was “I could change the world” and thought that it tried to empower consumers to be ethical as well as address them directly.

The beginning part of the quote.

• I established that the first part of the sentence instills the brand into the quote, therefore it would be good to use the existing logo that I have developed.

• I then went to look at typefaces that have been used with campaigns aiming to change the world. I found Gotham was a typeface used for the 2009 Obama presidential campaign - all about change. Therefore I wanted to use this typeface explicitly for the word change.

• I also wanted the quote to be slightly different from the brand, therefore I looked at the types of typefaces that I used for the logo and decided I needed one or two serif typefaces. Therefore I introduced the typefaces ‘Airbag’ and ‘ChunkFive Roman’.

• The thin typeface (Gotham Light) looked too strange on its own to for consistency I changed it to Airbag as well.

• When it came to colours, Magenta for word emphasis made my eyes hurt too much. Looking at colour theory, I changed it to white as changing the world is implied to be a good thing.

33

• Having previously worked with clients producing edible goods, I’m aware of the legislation behind food and drink packaging. Coffee is classed as a food until the granuals are added to water to make a liquid.

• I plan for my packaging to be minimal on the front and back faces, then information shall be clearly displayed on the sides. This will allow the main messages of the brand and the professionalism via minimalism transcend to the consumer eye.

• On the front of the product I will include: the name, One More Coffee, the quantity, 500g and where to find the use by date (on the left hand side).

• On the right hand side I will include the name and address, in this case I will make it up for the prototype. I will also include storage instructions: “Once used, reseal and store in a cool, dark place.”

LABELLING LEGAL INFORMATION Food labelling - what you must show “For food sold pre-packed, you must be able to see all this information when you look at the front of the product: • the name of the food • a ‘best before’ or ‘use by’ date (or where to find it) • quantity • any necessary warnings You must also put these on the label, but they can be on the back or side of the product: • a list of ingredients (if there are more than 2) • the name and address of the manufacturer, packer or seller • the lot number (or use-by date if you wish) • any special storage conditions • instructions for use or cooking, if necessary”1 Special Rules: Soluble Coffee “Instant coffee is controlled by rules covered in The Coffee Extracts and Chicory Extracts (England) Regulations 2000. These define soluble coffee extracts and chicory extracts in terms of their coffee and chicory content and also provide for rules on their labelling.”2 The Coffee Extracts and Chicory Extracts (England) Regulations 2000 5. (1) (b) the word “decaffeinated” in the case of a product specified in column 2 of Part I of the Schedule which has been subjected to a decaffeination process and in which the residual anhydrous caffeine content does not exceed 0.30 per cent of its coffee-based dry matter content;

• The regulations that I have researched will not apply to this product as it will be a full caffeine product. It will also not include sugar so is exempt from other regulations.

1. HM Government. (2014). Gov.uk. [Online]. [Accessed 6 April 2014]. Available from: https://www.gov.uk/food-labelling-and-packaging/food-labelling-what-you-must-show 2. HM Government. (2014). Gov.uk. [Online]. [Accessed 6 April 2014]. Available from: https://www.gov.uk/food-standards-labelling-durability-and-composition

34

THE WORLD

CHANGE

COFFEE I COULD

One More

WITH

RECYCLE ME! Just pop me into your recycling bin and feel guilt-free for the rest of the day, knowing that you have changed the world.

One More GROUND COFFEE

/////////////////////////////////////////////////////

COFFEE

/////////////////////////////////////////////////////

9834583

8237

17.04.2015

BEST BEFORE

10:18

0800 125 748 122 hello@onemorecoffee.com

ONE MORE COFFEE, PATRIOT COURT, 1-9 THE GROVE, SLOUGH, BERKS, SL1 1QP

ROASTED & PACKED IN POLAND

200g

FINAL PACKAGING NET

35

711000 285404

36

37

38

39

One More

/////////////////////////////////////////////////////

COFFEE /////////////////////////////////////////////////////

NOW AVAILABLE IN THE COFFEE AISLE

A-Frame

Waitrose Promotional Uniform

Try One More COFFEE for free in the cafe using your MyWaitrose card.

Try One More COFFEE for free in the cafe using your MyWaitrose card.

Try One More COFFEE for free in the cafe using your MyWaitrose card.

Shelf Edge Labelling Strips

40

Try One More COFFEE for free in the cafe using your MyWaitrose card.

Try One More COFFEE for free in the cafe using your MyWaitrose card.

Try One More COFFEE for free in the cafe using your MyWaitrose card.

Try One More COFFEE for free in the cafe using your MyWaitrose card.

Try One More COFFEE for free in the cafe using your MyWaitrose card.

Try One More COFFEE for free in the cafe using your MyWaitrose card.

Try One More COFFEE for free in the cafe using your MyWaitrose card.

One More

/////////////////////////////////////////////////////

COFFEE /////////////////////////////////////////////////////

NOW AVAILABLE IN THE COFFEE AISLE

Hanging POS sign

41

MODULE WORK

42

43

44

45

KEANE LYRICS TASK For this task, we were asked to choose a lyric from Keane’s song - Disconnected.

I liked the look of the line: “But I’ve been burned and I’ve been wrong so many times”, when I started to generate ideas I thought that the the line was too long to create a fire effect from the typography.

Therefore I shortened it, however didn’t refer back to the lyrics and had actually used similar lyrics from a different song that was a favourite at the time. The lyrics worked better for the fire colour effect (see examples on this page).

I think that the shape works better on these examples with the wrong lyrics than the final piece. It perhaps looks a little bit like a Christmas tree if it had the colours removed. I’d really like to revisit this in the future to look at reshaping the words to resemble flames again.

In my final piece (page opposite), I took the typography from Illustrator and added layer effects in Photoshop. I added an outer glow to the type and placed a grunge texture on an above layer and set it to ‘Multiply’ onto the type.

I think that the effect works really well and adds character to the type. Additionally I think the text works equally well without the Photoshop effects. I’d really like to do a similar project in the future with one of my favourite songs to be strategic with typography placement.

46

“

BUT I’VE BEEN BURNED TOO MANY TIMES BEFORE

“

BUT I’VE BEEN BURNED TOO MANY TIMES BEFORE

47

kirsty KIRSTY MACK

KIRSTYMACK COMMUNICATIONS KIRSTY MACK 48

ymack COMMUNICATIONS

KM KM COMMUNICATIONS

49

50