Juiced Process Manual by Meghan Jordan

JUICED FRESH FOR YOU

DES 116 | PROCESS MANUAL Meghan Jordan | Winter 2015 JUICED | 1

2 | Process Manual

TABLE OF CONTENTS

Introduction

Biomimicry Case Studies

Logo Development

Graphic Standard

Packaging

JUICED | 3

INTRODUCTION

4 | Process Manual

INTRODUCTION

Fresh for You

The Product

The Audience

The Mission

Recently there has been an increased desire by consumers for more nutritional food products. Consumers seek the most nutritional products for their money, without sacrificing flavor. Juice is constantly controversial; so much juice sold is made from concentrate, has added sugar, and no nutritional value. The sad part of this is, the healthier the juice is, the better it tastes. Healthy does not have to be flavorless. But healthy juice is expensive and inaccessible to the general population.

JUICED will be a dehydrated fruit that you can buy in multi-flavor packs for easy customization. Included measuring scoops add to ease of use, and clear, simple instructions make the product more friendly. JUICED will start buy selling a combination pack including 4 fruits and 4 vegetables, plus 4 limited-time bonus flavors. There will be 32 servings of fruits and vegetables, plus 4 bonus servings. Color-coated labeling will make the product youth-friendly.

The target audience is young adults, early career men and women, and students. Busy people who want to be healthy, while not spending too much money will love JUICED.

JUICED aims to be the leader in nutritional, affordable juice while maintaining the core values of quality, clarity, and simplicity.

We have found a solution. Nutritional, affordable, tasty, on-the-go juice. By dehydrating tasty fruits and vegetables and selling them in powdered forms, consumers do not need to worry about expiration dates or fridge space. Unfortunately most healthy versions that currently exist come in bulk and are pricey. Not everyone needs bulk. We need a â&#x20AC;&#x153;crystal lightâ&#x20AC;? product that is healthy.

Insert: JUICED.

JUICED | 5

BIOMIMICRY CASE STUDIES

6 | Process Manual

BIOMIMICRY

Oranges

Blue Mussel Adhesive

Pomegranates

At the beginning of this class, we began by researching biomimicry. Biomimicry was a key concept to learn, using natural solutions to human problems. First I wanted to research different ways of packaging multiple items together. I ended up using an orange slice as inspiration. The multiple triangular wedges come together in a cylinder, taking up as few space as possible.

Some form of adhesive was extremely necessary for my packaging design. So I researched natural adhesives and found the Blue Mussel Adhesive, which is a naturally made glue. As this is not an easily accessible glue, I will use water-proof glue dots instead.

Finally, the last piece of biomimicry I studied was Pomegranates. Pomegranates are extremely interesting, they hold hundreds of seeds all compacted together. Pomegranates have recently been used as inspiration for other man made objects, like a boat. Plastic bottles were used and arranged like pomegranate seeds to create a boat, this boat was called Plastiki. I ended up not using the pomegranate to base my packaging structure, but instead used pomegranate juice as an inspiration for my logo.

The orange slice sketches represent my initial packaging

JUICED | 7

BIOMIMICRY

Case Study #1: Oranges Overview

Oranges are a healthy fruit that grow from winter through summer. They are round, citrus fruits, usually between two and three inches in diameter. They are orange in color, with a peel that can vary in thickness. Round orangesâ&#x20AC;&#x2122; skin is peeled back and the inside of the orange is the edible component. They are divided into sections that can be pulled apart into further pieces.

Structure

Elements of an orange from outside to inside: Flavedo, Albedo, Rind, Carpel, and Seeds. A slice of an orange is circular and divided into sections. The orange at the left shows 10 sections. Also drawn at the right is a simplified outline of a sliced orange showing 8 sections. These sections are seperated by skin, the juice inside does not disperse until the skin is broken. The texture of the outside is a little bumpy, yet smooth. The skin can be punctured with a finger nail and peeled. The white seen on the inside is referred to as pulp when it is in juiced form.

Functions in Nature

The main function of an orange is the health benefits of eating it. There are numerous health benefits from eating oranges. Oranges are known for being full of vitamin C. Vitamic C is the primary water-soluble antioxidant in the body. It is especially helpful in the digestive system where there is a greater cell turnover. Vitamin C helps prevent genetic mutations, and is proven to help greatly reduce the chances of colon cancer. However, the greatest nutrients from an orange come from the peel and skin, not the inner part of the orange. When oranges are turned to juice they lose some of their nutritional value. However, orange juice itself still offers more nutrients than vitamin C supplements alone will. Oranges also help lower cholesterol, reduce risk of heart disease, protect against Rheumatoid Arthiritis, and more.

Use & Inspiration

Oranges are a great example of efficient packaging. There is a peel that holds the entire piece of fruit together. Then skin that divides the orange into different sections. Each section can be pulled apart without breaking or altering another section.

Pattern

The orange is round and divided into sections, like a pie. The orange slice is a great dvision of pieces, 6 or more pieces can be part of a slice, which is a great way to base organization for packaging. See images.

Sources "Oranges." Oranges. N.p., n.d. Web. 19 Jan. 2015. <http://www.whfoods.com/genpage.php?tname=foodspice&dbid=37>. http://en.wikipedia.org/wiki/File:Orange_and_cross_section.jpg "Packaging | Biomimicry Education Network." Biomimicry Education Network. N.p., n.d. Web. 19 Jan. 2015. <http://ben.biomimicry.net/tag/packaging/>.

8 | Process Manual

Oranges

Orange Patterns

BIOMIMICRY

Case Study #2: Blue Mussell Adhesive Overview

Blue Mussell’s are nature-made, water-proof adhesives. The benefit to these nature made glue like adhesives is that they do not contain the carcinogens that similar man-made glue’s contain. Blue Mussells in nature, attach to rocks in wave battered shores.

Patterns

Structure

One of the most imporant components to the blue mussell is the presence of amino acids. These amino acids (dihydroxyphenylalanine) form strong bonds with adjacent molecules. Also present is catechol chains. The catechol chains create the water-resistant feature to the adhesive. The pounding waves make the mussell adhesive strong.

Functions in Nature

The blue mussell is an adhesive that can work in underwater environments or on potentially wet surfaces. The water does not change the adhesiveness, making it very unique. These adhesives are especially impressive because they work without human carcinogen’s and are therefore safer to work with.

Use & Inspiration

The blue mussell adhesive would work well in product packaging. Creating permanent glue to hold together a package.

Example of Glue

Pattern

The first pattern is based on the “web” glue of the first image. The dots are a play on the glue that would ideally be used in for packaging. The final pattern is based on the shell. The mussell shell itself is ornate, with numerous curved lines that can be used as a pattern. Drops of sticky glue could also be another pattern.

Sources "Sticky Proteins Serve as Glue: Blue Mussel." - AskNature. N.p., n.d. Web. 20 Jan. 2015. <http://www.asknature.org/strategy/1052eed7fd56c4933871c04b65b1cafb#.VLa_BSfmnJA>. "NATURES." NATURE S. N.p., n.d. Web. 20 Jan. 2015. <http://www.biomimicry.info/examples>. "Chemists Crack Secrets of Mussels' Super Glue." Chemists Crack Secrets of Mussels' Super Glue. N.p., n.d. Web. 20 Jan. 2015. <http://radio-weblogs.com/0105910/2004/01/12.html>.

Blue Mussells

JUICED | 9

BIOMIMICRY

Case Study #3: Pomegranate Overview

Seperated by membranes

Pomegranates are often referred to as a “super fruit” for all of their health beneifts. The large, round fruit is sliced open to reveal hundreds of small red/purple seeds. The seeds are the edible piece. A white thin membrane divides the pomegranate into internal sections, each with lots of seeds. Ripe pomegranates are often difficult to pick, but a good one will be firm and when tapped will have an almost metallic sound. They’re also difficult to cut and serve. The seeds (when broken) release a lot of juice which can be messy.

Structure

Each piece of fruit can vary from 8-10 centimeters in diameter, weighing approximately 200 grams. The outer skin is tough and leathery. A pomegranate, when sliced, has numerous, random sections. After being sliced in half, the different sections of membrane can be pulled apart. The structure is very compact. The seeds are packed in tightly.

Functions in Nature

The main function of a pomegranate is the health benefits of eating it. Pomegranates are a good source of soluble and insoluble fibers, which aid digestion. Regular consumption of pomegranate seeds are thought to boost the immune system, improve circulation, and reduce the risk of cancer. Granatin B and Punicalagin are also found in pomegranates, reducing the risk for heart disease.

Plastiki model

Pomegranates are also a great source of vitamin C and various vitamin B complexes.

Pomegranate Patterns

Use & Inspiration

Pomegranates’ structure have been used as a model for other eco-friendly packaging solutions. A strong skin holds the seeds together. Large groups of seeds are held together and by seperate membranes. Pomegranates are an example of efficient packaging. The juice has a strong color. The Pomegranate was used as inspiration by Plastiki. Plastiki is a boat, constructed out of plastic bottles that sailed 8000 miles to raise awareness about plastic bottle usage. The bottles were constructed tightly together like the seeds of a pomegranate.

Pattern

The pomegranate has numerous patterns that can be used in packaging. One is tightly compacted seeds held together by membrane and skin. The shape of the pomegranate themselves is very unique, carefully encasing juice, which my Juiced project will need to do. The second is pomegranate juice - squished from the seeds, bright and colorful.

Sources "Pomegranate Nutrition Facts and Health Benefits." Nutrition And You.com. N.p., n.d. Web. 19 Jan. 2015. <http://www.nutrition-and-you.com/pomegranate.html>. Paniewski, Maegan. "The Pomegranate That Crossed the Pacific." @ M. Lotus Design Studio. N.p., n.d. Web. 19 Jan. 2015. <http://www.mlotusdesign.com/2011/04/the-pomegranate-that-crossed-the-pacific/>. "Pomegranate." Welcome to Gorasiya Farm. N.p., n.d. Web. 19 Jan. 2015. <http://www.gorasiyafarm.com/products/pomegranate/>.

10 | Process Manual

Pawlyn, Michael. CNN. Cable News Network, 30 Mar. 2010. Web. 19 Jan. 2015. <http://www.cnn.com/2010/TECH/03/23/plastiki.pawlyn.biomimicry/>.

Juice pattern

LOGO DEVELOPMENT

JUICED | 11

LOGO DEVELOPMENT

Brainstorming After deciding on a dried juice product, I started brainstorming Juice: ways to drink it, how to carry it, how to make it. This series of brainstorming sparked some logo ideas. I knew I wanted to keep the word Juice in the name, to keep it simple. Key components to the brand include how healthy it is, affordable, and accessible. Another key is that JUICED is customizable, by mixing and matching flavors as if fresh squeezing juices. Some brand names I played with included:

Pure Juice My Juice True Juice Easy Juice Real Juice Juiced

12 | Process Manual

LOGO DEVELOPMENT

JUICED

After settling on the name “Juiced,” I started creating the logo. After deciding against using various fruits and vegetables, I remembered my biomimicry case studies. When playing with pomegranates I noticed how much their juice stains and spills. I started experimenting with other juices to create a juice splash. I eventually used condiments to make a more solidified juice shape before editing it into a friendly, accessible logo. The next step was creating a tag line. Ideas included “on the go” and “fresh squeezed.” I then chose “Fresh for you,” because the product has been “Juiced: fresh for you.” The tag line is intended to be friendly, helping to further explain the product: healthy, dehydrated juice. The final logo is the largest pictured.

JUICED FRESH FOR YOU

JUICED | 13

LOGO DEVELOPMENT

Final Logo Pictured at 3 inches wide (above), and 1 inch wide. At the 1 inch level, the tag line “Fresh for you” is moved below and is shrunk to be the full 1 inch wide in order to be legible.

JUICED FRESH FOR YOU

14 | Process Manual

LOGO DEVELOPMENT

Apple

Orange

Mango

Acai

PANTONE P 55-6 U CMYK

HEX/RGB

C: 0 M: 79 Y:59 K: 0

HEX: # f05d5c R: 241 G: 93 B: 93

PANTONE P 20-6 U 2 CMYK

HEX/RGB

C: 0 M: 38 Y: 76 K: 0

HEX: # faaa53 R: 250 G: 170 B: 83

Spinach

Beet

Carrot

PANTONE P 7-7 U CMYK

HEX/RGB

C: 0 M: 15 Y: 81 K: 0

HEX: # ffe342 R: 225 G: 227 B: 66

PANTONE P 70-7 U

Kale

Logo development also included color consideration. Each flavor for the final product needed itâ&#x20AC;&#x2122;s own specific color. All can be used as the logo color when necessary.

PANTONE P 145-6 U CMYK

HEX/RGB

C: 69 M: 0 Y: 78 K: 0

HEX: #4db96c R: 77 G: 185 B: 108

Primary Colors The primary color used for the JUICED corporation is Pantone P 55-6 U, used in combination with white. The primary color for JUICED (Pantone P 55-6 U) is also the color for the apple juice flavor.

PANTONE P 81-15 U CMYK

HEX/RGB

C: 12 M: 91 Y: 0 K: 31

HEX: #9e246f R: 158 G: 36 B: 111

Secondary Colors: Fruits & Vegetables The secondary colors were created with specific JUICED flavors in mind. These colors will be used in packaging to differentiate the flavors clearly. The same color scheme is applied to internal operations within JUICED corporations.

PANTONE P 34-8 U CMYK

HEX/RGB

C: 0 M: 75 Y: 98 K: 0

HEX: #f16524 R: 241 G: 101 B: 36

PANTONE P 141-7 U

CMYK

HEX/RGB

CMYK

HEX/RGB

C: 0 M: 90 Y: 30 K: 36

HEX: # a62551 R: 166 G: 37 B: 81

C: 87 M: 0 Y: 81 K: 42

HEX: #158157 R: 21 G: 129 B: 87

In house department colors are as follows: Orange: executives Mango: communications Acai: sales Spinach: development Carrots: design

JUICED | 15

TYPOGRAPHY

GRAPHIC STANDARD

16 | Process Manual

GRAPHIC STANDARD

ABCDEFGHIJKLMNOPQRSTUVWZYZ abcdefghijklmnopqrstuvwxyz 0123456789!?@#$%^&*+;;,.

DIN Condensed Bold

Typography

DIN Condensed Bold is the main typeface used for the JUICED logo. All headers and sub headers also use this typeface. Typically the smallest the type should be used at is 16 pt. Headlines will most often be all-caps.

I wanted to choose a strong, bold typeface to contrast the playfulness of the logo. It is important that while this brand is fun and relatable, it also can help you become stronger, by providing you with nutrients that are vital to health. With this in mind I chose Din Condensed Bold. With this typeface the logo will be memorable. Helvetica light will offset Din as the body type. It is easy to read while being quiet and not drawing too much attention.

Helvetica Light ABCDEFGHIJKLMNOPQRSTUVWZYZ abcdefghijklmnopqrstuvwxyz 0123456789!?@#$%^&*+;;,.

Helvetica Light is the body type for the JUICED Corporation. Helvetica is used exclusively as a body type, and is not ever used for headers. It is generally used at 10 pt.

JUICED JUICED should always be written in all caps (uppercase).

JUICED | 17

GRAPHIC STANDARD Business System The business system includes the company letterhead, envelopes, and business cards. At the right are initial sketches of each, followed by the finals on the next page. JUICED was meant to be clean and simple in all aspects. The business system mimics this. The letterhead (sketches below) contains the logo, tag line, and contact information all at the top of the page. The number 10 envelope (sketches bottom right) will be white on the outside, but â&#x20AC;&#x153;Appleâ&#x20AC;? colored on the inside. A JUICED logo sticker will be used to seal. Business cards (right) have the logo on each side, but inversed on one side, so the color is not too overwhelming.

18 | Process Manual

GRAPHIC STANDARD JUICED

FRESH FOR YOU 555 Apple Lane | Davis, CA 95616 | (530) 555-5555 | meghanjordan@juiced.com | juiced.com

Final Business System

Sally Johnson & Co. 1234 Orange Tree Ct Davis, CA 95616

Pictured from left to right: Letterhead, #10 envelope, Business cards.

To Whom It May Concerm: This is a random sample letter. I was excited to see your opening for a customer service rep, and I hope to be invited for an interview. My background includes serving as a customer service associate within both call-center and retail environments. Most recently, I worked on the customer service desk for Discount-Mart, where my responsibilities included handling customer merchandise returns, issuing refunds/store credits, flagging damaged merchandise for shipment back to vendors and providing back-up cashiering during busy periods. Previously, I worked within two high-volume customer-support call centers for a major telecommunications carrier and a satellite television services provider. In these positions, I demonstrated the ability to resolve a variety of issues and complaints (such as billing disputes, service interruptions or cutoffs, repair technician delays/no-shows and equipment malfunctions). I consistently met my call-volume goals, handling an average of 56 to 60 calls per day. In addition to this experience, I gained considerable customer service skills during my part-time employment as a waitress and restaurant hostess while in high school. I also bring to the table strong computer proficiencies in MS Word, MS Excel and CRM database applications and a year of college (business major). Please see the accompanying resume for details of my experience and education.

Sincerely, Meghan Jordan

JUICED FRESH FOR YOU

MEGHAN JORDAN Chief Executive Officer meghanjordan@juiced.com (530) 555-5555 | juiced.com 555 Apple Lane | Davis CA

JUICED | 19

GRAPHIC STANDARD

Marketing Applications Marketing applications are important to every company. For JUICED it was especially important to continue to show our eco-friendly ways with a reusable water bottle - to make the juice in, along with a reusable tote bag, since the JUICED product will be sold in grocery stores. The website and application are intended to inform users of the JUICED products, nutritional information, and give added bonuses like recipes. The JUICED products will be shipped in trucks with JUICED logo, a fun way to market the product. Shirts will also be used as giveaways or for purchase.

JUICED

JUICED FRESH FOR YOU

FRESH FOR YOU

ABOUT US

ABOUT US PRODUCTS SHOP NOW NUTRITION

20 | Process Manual

PRODUCTS SHOP NOW NUTRITION

THE MISSION Juiced is a food company specializing in creating healthy, affordable juice drinks that are easily accessible to all demographics. Fresh squeezed fruit and vegetable juices are time-consuming to make and expensive to buy. By dehyrdating fresh fruit and vegetable juices and using simple, eco-friendly packaging, Fresh squeezed fruit and vegetable juice can be available on-the-go, at a low cost, and customers can mix and match their favorite flavors. Juiced is fresh for you. The target audience is young adults, early career men and women, and students. Busy people who want to be healthy, while not spending too much money.

OUR STORY 1. JUICE tastes good 2. There are lots of nutrients in juice 3. There are antioxidants in juice career men and women, and students. Busy people who want to be healthy, while not spending too much money. career men and women, and students. Busy people who want to be healthy, while not spending too much money. career men and women, and students. Busy people who want to be healthy, while not spending

RECIPE OF THE MONTH The Classic by Meghan Jordan 1 Carrot 1 Apple 1 Beat Equally combine carrot, apple, and beat juices (1 teaspoon of juice powder per cup of water). Shake or stir. Bon Apetit!

GRAPHIC STANDARD

Final The final graphic standard included the final colors, typography choices, logo design, business system, marketing applications, and initial packaging design. The purpose of the graphic standard was to create corporate guidelines, so everyone would use the correct colors, type, logos, etc., giving the company a professional, consistent look and message. GRAPHIC STANDARD

Pictured at the left and on the following page are all of the pages from the Graphic Standard in order to provide an overview of the layout and design.

TABLE OF CONTENTS

INTRODUCTION

Introduction................................................................3 Logo Usage................................................................4 Typography..............................................................9

MISSION

Business System.......................................................10 Packaging..............................................................13

JUICED is a food company specializing in creating healthy, affordable juice drinks that are easily accessible to all demographics. Fresh squeezed fruit and vegetable juices are time-consuming to make and expensive to buy. By dehydrating fresh fruit and vegetable juices and using simple, eco-friendly packaging, Fresh squeezed fruit and vegetable juice can be available on-the-go, at a low cost, and customers can mix and match their favorite flavors. JUICED is fresh for you.

Marketing Applications.............................................15

The target audience is young adults, early career men and women, and students. Busy people who want to be healthy, while not spending too much money will love JUICED.

LOGO USAGE

FRESH

DIMENSIONS

FRESH FOR YOU

When the logo is smaller than 2 inches wide, the tag line “Fresh for you,” will be removed. It should also be noted that the logo is not in a square format, but is a horizontal rectangle. When the logo’s width is 1 inch, the height will be .75 inches.

JUICED FRESH FOR YOU

F R E S H

F O R

Y O U

JUICED

1inch 0.75 inch

In some instances, JUICED corporate may use just the type “JUICED” without the splash. The splash must be included on all packaging and goods for the public. In some occasions the logo may be used without type (see sticker in business system). Inversed logos are also allowed.

JUICED

JUICED FRESH FOR YOU

FRESH

JUICED

APPROPRIATE USE

INAPPROPRIATE USES FRESH

JUICED

FRESH

When using the JUICED logo, ensure that the minimum amount of space is used surrounding the logo. The height of the word fresh is the minimum amount of space that needs to surround the logo. The splashes on the logo are not to be altered, or removed.

H FRES

JUICED

FOR

YOU

FRESH FOR YOU

JUICED

PRIMARY COLORS

Do not:

Apple

Stretch the logo or type; Add outlines to text or image; Change the colors outside of the color scheme; Delete or alter “splashes”; Alter the type; Rotate image.

Orange

PANTONE P 55-6 U

The primary color used for the JUICED corporation is Pantone P 55-6 U, used in combination with white. The primary color for JUICED (Pantone P 55-6 U) is also the color for the apple juice flavor.

CMYK

HEX/RGB

C: 0 M: 79 Y:59 K: 0

HEX: # f05d5c R: 241 G: 93 B: 93

Mango

JUICED

PANTONE P 20-6 U 2

JUICED FRESH FOR YOU

HEX/RGB

C: 0 M: 0 Y:0 K: 0

HEX: # ffffff R: 255 G: 255 B: 255

Acai

HEX/RGB

C: 0 M: 38 Y: 76 K: 0

HEX: # faaa53 R: 250 G: 170 B: 83

CMYK

HEX/RGB

C: 0 M: 15 Y: 81 K: 0

HEX: # ffe342 R: 225 G: 227 B: 66

CMYK

HEX/RGB

C: 0 M: 90 Y: 30 K: 36

HEX: # a62551 R: 166 G: 37 B: 81

SECONDARY COLORS: FRUITS The secondary colors were created with specific JUICED flavors in mind. These colors will be used in packaging to differentiate the flavors clearly. The same color scheme is applied to internal operations within JUICED corporations. In house department colors are as follows:

PANTONE P 7-7 U

White CMYK

CMYK

Orange: executives Mango: communications Pomegranate: sales Spinach: development Carrots: design

PANTONE P 70-7 U

JUICED | 21

GRAPHIC STANDARD

Final Graphic Standard contâ&#x20AC;&#x2122;d LOGO USAGE

TYPOGRAPHY Spinach

SECONDARY COLORS: VEGETABLES The following secondary colors are for the vegetable juice flavors: spinach, beat, carrot, and kale.

Beat

Carrot

Kale

BUSINESS SYSTEM

PANTONE P 145-6 U CMYK

HEX/RGB

C: 69 M: 0 Y: 78 K: 0

HEX: #4db96c R: 77 G: 185 B: 108

PANTONE P 81-15 U CMYK

HEX/RGB

C: 12 M: 91 Y: 0 K: 31

HEX: #9e246f R: 158 G: 36 B: 111

PANTONE P 34-8 U CMYK

HEX/RGB

C: 0 M: 75 Y: 98 K: 0

HEX: #f16524 R: 241 G: 101 B: 36

CMYK

HEX/RGB

C: 87 M: 0 Y: 81 K: 42

HEX: #158157 R: 21 G: 129 B: 87

ABCDEFGHIJKLMNOPQRSTUVWZYZ abcdefghijklmnopqrstuvwxyz 0123456789!?@#$%^&*+;;,. ABCDEFGHIJKLMNOPQRSTUVWZYZ abcdefghijklmnopqrstuvwxyz 0123456789!?@#$%^&*+;;,.

DIN Condensed Bold

LETTERHEAD

The letterhead is very simple. The logo is approximately 1.5 inches with the tag line removed. The tag line is situated above the company address and contact information.

JUICED

FRESH FOR YOU 555 Apple Lane | Davis, CA 95616 | (530) 555-5555 | meghanjordan@juiced.com | juiced.com

ENVELOPES

Sally Johnson & Co. 1234 Orange Tree Ct Davis, CA 95616 To Whom It May Concerm:

The back of the letterhead is a solid color; currently it is the main business color (apple). But for in-house communication, each department should use their own department color for memos.

The envelope is #10 standard sized. The front of the envelope includes the normal JUICED logo on the left hand side, below the return address. The back of the envelope will have a sticker of the JUICED logo image (no type). The inside of the envelope will be the apple color.

This is a random sample letter. I was excited to see your opening for a customer service rep, and I hope to be invited for an interview. My background includes serving as a customer service associate within both call-center and retail environments. Most recently, I worked on the customer service desk for Discount-Mart, where my responsibilities included handling customer merchandise returns, issuing refunds/store credits, flagging damaged merchandise for shipment back to vendors and providing back-up cashiering during busy periods.

Helvetica Light

Previously, I worked within two high-volume customer-support call centers for a major telecommunications carrier and a satellite television services provider. In these positions, I demonstrated the ability to resolve a variety of issues and complaints (such as billing disputes, service interruptions or cutoffs, repair technician delays/no-shows and equipment malfunctions). I consistently met my call-volume goals, handling an average of 56 to 60 calls per day.

Helvetica Light is the body type for the JUICED Corporation. Helvetica is used exclusively as a body type, and is not ever used for headers. It is generally used at 10 pt.

In addition to this experience, I gained considerable customer service skills during my part-time employment as a waitress and restaurant hostess while in high school. I also bring to the table strong computer proficiencies in MS Word, MS Excel and CRM database applications and a year of college (business major). Please see the accompanying resume for details of my experience and education.

Sincerely, Meghan Jordan

JUICED JUICED should always be written in all caps (uppercase).

PANTONE P 141-7 U

JUICED FRESH FOR YOU

JUICED

MEGHAN JORDAN Chief Executive Officer meghanjordan@juiced.com (530) 555-5555 | juiced.com 555 Apple Lane | Davis CA

FRESH FOR YOU

BUSINESS SYSTEM

PACKAGING

MARKETING APPLICATIONS 1.178 inches

CONSTRUCTION

BUSINESS CARDS

INDIVIDUAL SECTIONS

The JUICED product will be packaged in eco-friendly materials and will be easy to use. Eight different sections will be placed together in the shape of an octagon. Each of the eight sections will be a different flavor. The original set will consist of 4 fruit juices (apple, orange, mango, pomegranate) and 4 vegetables (kale, spinach, beat, carrot). As the company develops, themed sets are a possibility.

JUICED FRESH FOR YOU

Each of the eight sections will be identical in size. They will fold into large triangles. The top of each section will open to pour the dehydrated juice.

SHIPPING

1.5 inches

JUICED products will be shipped in custom semi-trucks with a large version of the logo on the side. The logo will splash right off the truck. JUICED primary colors will be used exclusively.

5 inches

The 8 sections will be held together with removable, water proof glue tabs, inspired by natural blue-mussel adhesive. The logo will be wrapped around the packaging to bring the 8 pieces together.

5 inches

The business cards show the logo on the front, and the logo inversed on the back with the information inside. Business cards can be produced in the secondary colors as well.

1.5 inches

3 inches

MEGHAN JORDAN Chief Executive Officer meghanjordan@juiced.com (530) 555-5555 | juiced.com 555 Apple Lane | Davis CA

1.178 0.5 inch

MARKETING APPLICATIONS

JUICE BOTTLE Juice bottles will be available for purchase in each of the primary and secondary colors, as well as neutral. Pictured at the right is the pomegranate version. The back of the water bottle will have light lines showing serving sizes.

TOTE BAG

MOBILE SITE

WEBSITE T-SHIRT

The website colors will mostly consist of the JUICED primary color scheme, with secondary colors as accents. The website can be used to learn more about JUICED, view and purchase products, learn about nutritional information, and more. There will be customer polls each month looking for new flavors or new flavor combinations.

Basic t-shirts will be produced sporting the JUICED logo for purchase. They shirts will be short sleeved and come in every JUICED primary and secondary color.

The website will also be responsive and mobile friendly. The menu will slide down so each piece of the navigation is easy to read and click.

JUICED FRESH FOR YOU

JUICED

ABOUT US

Tote bags will also be available to be purchased in each of the primary and secondary colors, along with the neutral shade pictured at the right.

FRESH FOR YOU

PRODUCTS SHOP NOW NUTRITION

Both the reusable bottles and tote bags will promote recycling and decrease waste.

RECIPE OF THE MONTH The Classic by Meghan Jordan 1 Carrot 1 Apple 1 Beat Equally combine carrot, apple, and beat juices (1 teaspoon of juice powder per cup of water). Shake or stir. Bon Apetit!

ABOUT US PRODUCTS SHOP NOW NUTRITION

22 | Process Manual

GRAPHIC STANDARD

PACKAGING

JUICED | 23

PACKAGING

Creative Brief

Needs

Project Strategy

The intent of the creative brief was to identify needs, objectives, and strategies of the corporation packaging before creating it. To do this I researched and identified the audience and competing brands, comparing and contrasting existing products to learn what exactly the audience needs.

Healthy, pure juice that doesnâ&#x20AC;&#x2122;t have added sugars and chemicals, and is also affordable and easily accessible to younger generations.

8 Flavors will be packaged together in a cylinder shape. From the top the 8 sections of flavors will look like an orange slice. The entire cylinder will be approximately 5 inches tall and 2 Â˝ inches in diameter. Each flavor will be able to open and resealed with a sticker for easy pouring and continued use.

Research has shown that their is no product that will do everything JUICED aims to do: bring nutritional, affordable, easy to make juice to a wider audience.

Project Objective Create and distribute a pure fruit and/or vegetable juice in dehydrated (powdered) form. Simply mix the different JUICED dehydrated fruit and vegetable powder with water to create a healthy, nutritious, on-the-go drink.

Goals 1. Sell 8 flavors (4 fruit and 4 vegetable) in one package, so consumers can mix flavors. 2. Keep costs low by selling in dehydrated form that will not expire. 3. Make servings easy to measure so nutrition facts will be clear.

A reusable water bottle will be available for purchase to help users reduce waste. A 9th section of the packaging will be 4 triangular tablespoons that will fit into the cylinder. This will also make the product much easier for the audience to use.

Background Current forms of pure fruit and vegetable juice come in liquid form that expire quickly and are extremely expensive (1 serving for $7 at Whole Foods). Current dehydrated versions are sold in single flavors that are difficult to measure and expensive to buy numerous flavors (SuperBeets $40 for 30 servings of 1 flavor).

Message Juice: fresh, quick, and affordable for you.

Audience The target audience is young students and/or early career aged individuals who lead busy lives but cannot afford most expensive, organic products that are so popular in the current climate.

24 | Process Manual

PACKAGING

Initial Sketches The first idea for JUICED consisted of buying single glass bottles that already contained a serving of juice (just add water!) but this proved wasteful, as ultimately too many glass bottles would be needed. This shifted to an idea that a glass bottle would hold about 40 servings, but that was far too much. The idea shifted to a cylinder when it was determined that no other product offered a combination of different flavors that could be mixed together for a perfect, customizable juice.

JUICED | 25

PACKAGING

Competitors JUICED identified three main competitors First is the classic Crystal Light, these juices are no more nutritional than water, though they taste good and are easy to use, unfortunately you can only by them in single flavors. Second, more nutritional powdered juices come in bulk containers, like the beet juice pictured at the right. 1 flavor may have 100 hundred servings but it costs at least $40.

Crystal Light product

Third, hand juicing oneâ&#x20AC;&#x2122;s own fruit and vegetables is time consuming, and many people do not want to buy a juicer, though the great thing about juicers is that you can mix flavors. JUICED was created to be the best of each of these.

Basic hand juicer

26 | Process Manual

Activz organic beet juice powder ($47)

PACKAGING

1.178 inches 3 inches 1.5 inches

The Design The “cylinder” design was based off an orange slice, with different sections that could easily be separated. It is not a true cylinder as the edges are not rounded, but the term “cylinder” allows the corporation to change the number of sections provided.

1.5 inches

5 inches

The design focuses on what will eventually be called the Classic Juice pack. 8 flavors: 4 fruits and 4 vegetables. We say eventually because the company aims to grow and create themed packages. For example a cylinder could contain just 4 large sections of fruits or 4 sections of vegetables. Or the theme could be “tropical” or “antioxidants.” The possibilities are endless with this design. The initial design was created by hand and proved too large. The sizes were scaled down for the final to end at 4.5 inches tall and 2.6 inches in diameter. This size is easy to carry in one hand and fits well on a variety of store shelves. To aid this process, our class took a trip to Fruitridge printing where we learned about printing and materials, helping make crucial design decisions.

1.178 0.5 inch

JUICED | 27

PACKAGING

The Materials The final packaging will be made from: 100% recycled card stock (sheet weight = approx. 80lbs); Waterproof Glue Dots inspired by Blue Mussel Adhesives (2 connecting each wedge + 1 between each tablespoon measurement); Beeswax interior coating to prevent bacteria contamination. This will also serve as a resealable adhesive on the top lid of each wedge.

28 | Process Manual

PACKAGING

The Process The JUICED packaging went through many stages of mockups as the design was continuously edited to perfection. To create the packaging by hand each piece was meticulously cut with scissors and exacto knives, then the folds had to be scored carefully was precise folds. Glue was used to hold each individual piece together while glue dots were the removable adhesive between each wedge. Thanks to a series of mock-ups it was determined that the best way to add a measuring device would be to create a 9th wedge that consisted of 4 smaller wedges, each a tablespoon in size. These 4 smaller wedges contain 4 bonus flavors. Once the bonus flavors are used, they are perfect measuring devices.

JUICED | 29

PACKAGING

Labeling The final labeling also involved lots of research in to the needs of consumers. Flavor names, nutritional information, ingredients, directions, and company information were all included. Each individual wedge has information pertaining to that wedge only. A belly band holds together all 9 wedges and includes the all encompassing information, plus the company logo. The directions on each wedge include icons and words, making it easy to understand. The directions, while repetitive on each wedge, are important because even if you lose the belly band you still have all the necessary information.

Belly Band

Directions

Apple Juice Contains: Vitamin C (1%), Calcium (1%)

1 Bonus Flavor Cocunut Juice

Contains: Vitamin B (8%), Potassium (2%), *%DV shown

Tablespoon/Bonus flavor wedge

*%DV shown

Individual items not to be sold seperately

1 Tablespoon

Individual items not to be sold seperately

TBSP

Apple and Orange Wedges with all labeling

Directions

1 Scoop (Tablespoon)

1 Cup of Water

ORANGE

APPLE

Packaging shown true to size.

30 | Process Manual

1 Scoop (Tablespoon)

1 Cup of Water

Color is a large theme with juice, its how we identify flavorsâ&#x20AC;&#x2122; easily. The top of each wedge has the color relating to that flavor. But no other information about each individual flavor can be seen without the removal of the belly band. This gives the JUICED package a clean, cohesive, playful feel.

Orange Juice Contains: Vitamin C (5%), Iron (20%), Calcium (4%) *%DV shown

Individual items not to be sold seperately

PACKAGING

Final Product The final product ended up exactly how it was intended. The goals of being clear, clean, and simple showed through while also being fun, approachable, and consumer-friendly. The bright colors are not overwhelming due to the simple nature of the packaging. The wedges are easy to pull apart and put back together. Everything is legible.

JUICED | 31

PACKAGING

Design Analysis The final labeling also involved lots of research in to the needs of consumers. Flavor names, nutritional information, ingredients, directions, and company information were all included. Each individual wedge has information pertaining to that wedge only. A belly band holds together all 9 wedges and includes the all encompassing information, plus the company logo. The directions on each wedge include icons and words, making it easy to understand. The directions, while repetitive on each wedge, are important because even if you lose the belly band you still have all the necessary information. Color is a large theme with juice, its how we identify flavors easily. The top of each wedge has the color relating to that flavor. But no other information about each individual flavor can be seen without the removal of the belly band. This gives the JUICED package a clean, cohesive, playful feel.

Introduction The purpose of this project was to re-create a product (dehydrated, powdered juice) to be more accessible and affordable to a broader population. JUICED aims to provide a healthy, nutritional juice product that is easy for on-the-go use, while maintaining a fresh flavor, and being customizable.

Problem Statement Currently a few different kinds of dehydrated juice forms are available: 1. First is the classic Crystal Light, these juices are no more nutritional than water, though they taste good and are easy to use, unfortunately you can only by them in single flavors. 2. More nutritional powdered juices come in huge bulk containers, 1 flavor may have 100 hundred servings but it costs $40. 3. Hand juicing oneâ&#x20AC;&#x2122;s own fruit and vegetables is time consuming, and many people do not want to buy a juicer, though the great thing about juicerâ&#x20AC;&#x2122;s is that you can mix flavors. JUICED was created to be the best of each of these.

Objectives The JUICED product will consist of 8 flavors per purchase, 4 servings (1 tablespoon) of each. Servings are meant to be mixed and matched to the consumers taste. Currently, 4 bonus flavors are also included, along with serving measuring cups (1 tablespoon) to make it easy to pour and serve. These flavors will be packaged together concisely to look like one large orange slice.

32 | Process Manual

PACKAGING

Methodology

Design Analysis cont’d

Prior to creating the JUICED packaging, extensive research and preliminary projects were performed. This included studying nature and biomimicry. It was important not to use excessive amounts of materials and to be eco-friendly. Logo development was the next step, logos are key to the identity and brand of a company and product. Creating a consistent business system to create ultimate professionalism was next. The following steps were taken to carry out the objectives: Project initiation: creating an idea to solve a problem: on-the-go, nutritional, affordable juice product; Research: comparing competitive products, including: crystal light, juicers, health supplements; Strategy: with product idea in mind, sketching ideas and forming game-plan. Exploration: exploring potential logos, biomimicry, and development of business system. Development: creating initial mock-ups of packaging and then user-testing; Refinement: based on user tests, refine packaging; Production: includes high resolution prototypes, gaining approval for final design; Manufacturing: once final design is approved, creating real, life-size packaging.

Evaluation Success of the JUICED product will be determined through consumer use. Throughout each of the first five years the product is in existence, user testing and polls will be used to evaluate the product. The company will continue to work with customers to make the best experience possible. Success will be determined by rate of consumption and profit made. Ideally, the average consumer would use JUICED daily, buying more approximately every 2-3 weeks, depending on family size. College students will be used as a test audience, free samples will be given out on campus, and tables will be set up in grocery stores with free samples. In-person interviews will be given with consumers who try free sample products in order to gain instant feedback.

Project Summary Through extensive research, a niche in the grocery market has been found. A juice product that is healthy yet affordable, easy to use but flavorful, while appealing to a wider audience. Through trial and error, the packaging evolved into an “orange slice,” a large cylinder that effectively maximizes space while minimizing packaging materials. Bright colors and simple language make the product friendly across audiences. An important piece of the packaging is the measuring scoops, making it easy to make your own drink. This product, JUICED, will combine the best of other dried juice products currently available in the marketplace. JUICED can be a successful product due to the fact that it combines the positives of multiple, successful products. JUICED is a design that solves a problem, making healthy juice available to more people. For these reasons, along with the unique, modern packaging and logo designs, JUICED will be successful.

JUICED | 33

34 | Process Manual

SOURCES

Research For this project to be successful, extensive research was carried out. From comparing products and packaging, to studying nature, nutrition, and consumers; thorough work was completed. All photography and images from this manual were created by me, unless otherwise noted.

Biomimicry

Packaging

Blue Mussel

Materials

http://shop.urnerbarry.com/mm5/merchant.mvc?Store_Code=ubp&Screen=PROD&Product_Code=LTH-32

http://www.guidedproducts.com/products/chipboard-sheets-recycled-8x11-13

“Sticky Proteins Serve as Glue: Blue Mussel.” - AskNature. N.p., n.d. Web. 20 Jan. 2015. <http://www.asknature.org/strategy/1052eed7fd56c4933871c04b65b1cafb#.VLa_BSfmnJA>.

http://www.amazon.com/Glue-Dots-08248-Removable-Roll/dp/B00161UBTW

“NATURES.” NATURE S. N.p., n.d. Web. 20 Jan. 2015. <http://www. biomimicry.info/examples>. “Chemists Crack Secrets of Mussels’ Super Glue.” Chemists Crack Secrets of Mussels’ Super Glue. N.p., n.d. Web. 20 Jan. 2015. <http:// radio-weblogs.com/0105910/2004/01/12.html>.

http://thetreatmentherbs.com/nature-can-help-in-gangrene-case/

Competition http://www.underconsideration.com/brandnew/archives/crystal_light_thinner_and_lighter.php http://pikmin.wikia.com/wiki/File:Hand-juicer.jpg http://www.mayflowertrading.com/Organic-Beet-Juice-Powder--Large_p_981.html

Oranges

https://activz.com/

“Oranges.” Oranges. N.p., n.d. Web. 19 Jan. 2015. <http://www.whfoods.com/genpage.php?tname=foodspice&dbid=37>.

Nutrition

http://en.wikipedia.org/wiki/File:Orange_and_cross_section.jpg

http://www.thesynergycompany.com/v/sl_beet.html

“Packaging | Biomimicry Education Network.” Biomimicry Education Network. N.p., n.d. Web. 19 Jan. 2015. <http://ben.biomimicry.net/tag/ packaging/>.

http://www.vitaminlife.com/product-exec/PNAME/Organic-Carrot-Juice/product_id/73274?utm_ source=Bing&utm_medium=cpc&utm_campaign=BingProductAds&CA_6C15C=520007010000075097

Pomegranates “Pomegranate Nutrition Facts and Health Benefits.” Nutrition And You. com. N.p., n.d. Web. 19 Jan. 2015. <http://www.nutrition-and-you.com/ pomegranate.html>. Paniewski, Maegan. “The Pomegranate That Crossed the Pacific.” @ M. Lotus Design Studio. N.p., n.d. Web. 19 Jan. 2015. <http://www.mlotusdesign.com/2011/04/the-pomegranate-that-crossed-the-pacific/>. “Pomegranate.” Welcome to Gorasiya Farm. N.p., n.d. Web. 19 Jan. 2015. <http://www.gorasiyafarm.com/products/pomegranate/>. Pawlyn, Michael. CNN. Cable News Network, 30 Mar. 2010. Web. 19 Jan. 2015. <http://www.cnn.com/2010/TECH/03/23/plastiki.pawlyn. biomimicry/>.

http://www.luckyvitamin.com/p-624661-activz-organic-spinach-whole?utm_source=googlebase&utm_medium=fpl&utm_term=ActivzOrganicSpinachWholeJuicePowder77oz&utm_content=136654&utm_campaign=googlebase&site=google_base&scid=scplp7186481&gclid=CLyc_JO0isQCFU-Tfgod7oAASQ http://www.thenaturalonline.com/foodscience-superior-purples11-59oz-powder.html?utm_source=searchspring&utm_medium=suggest&utm_campaign=ss_suggest_product http://www.mynaturalmarket.com/Activz-Organic-Mango-Powder-16-oz-455-g.html?CAWELAID=120139480000025992 http://www.mynaturalmarket.com/Activz-Organic-Acai-Powder-8-6-oz.html?CAWELAID=120139480000045939 http://sambazon.com/product/acai-powder-pure-acai-power-scoop/ http://www.buyemergencyfoods.com/160-serving-fruit-drink-bucket.html

JUICED | 35

36 | Process Manual

JUICED FRESH FOR YOU

DES 116 | PROCESS MANUAL Meghan Jordan | Winter 2015 JUICED | 37