Michelle Wang — Packaging Rosemary Conroy Autumn 2018
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Project + Brand Overview Seeking to engage a new consumer base, Fuller Brush Co. has reached out to create a new conceptual line of products and packaging under the name basics. This sub line will include a new green message and the packaging will serve as the brand ambassador for the sub brand. Basics is inspired by the working men and women of the world that make our cities work and our companies operate. Giving the ease of Amazon Prime and the luxury and relaxation of Aesop and Grown Alchemist, Basics will feature three products, all made without water, to be used in conjunction in the kitchen; an all purpose bar, dishwasher tablets and an eco friendly dish cloth. Delivered to your local Whole Foods, Basics will be as easy as picking up and adding water. 2
The Brand Statement For the homemakers who are hardly ever home, Basics by Fuller Brush Co; crafted and manufactured with care. The only kitchen cleaners made entirely without water. basics process book
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The Consumer Base The audience for this new line will be professionals (late 20s to late 50s) working white collar jobs who live culturally aware lifestyles. They like to eat out, drive their Prius, and go to museums. They likely spend their weekends at farmers markets, vintage fairs, yoga class, and skiing. They do most of their grocery shopping at Whole Foods, Trader Joes, or any other organic grocer in the area. They likely subscribe to a few different accounts like Amazon Prime, Netflix, HBO, and Apple Music. 4
Trendy, a Statement, Cleansing, Delightful, Colorful, a Surprise, Bubbly, Easy to Use, Crafted with Care, Convenient, Hand Made, Gift-able, Natural, Sustainable, Zero Waste, For Everyone, Plastic Free, Social Media Friendly, Influencer Friendly, Non-Toxic
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The Design Using the Scandinavian touch, the design was highly inspired by the works of Marimekko and the middle century modernists of the Nordic Region. basics process book
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The Smell Inspired by the body cream by the Grown Alchemist, scented Mandarin, Rosemary Leaf, Basics will smell like the highly sought after Moro Blood Orange. Originating in China, then brought to the Mediterranean, blood orange has the history and smell that carries the story of Basics; while easy and approachable, it is rich in its history, color, and complexities. 8
The Color Palette The color palette is a mix of the mid century modernist greys and whites and the bright contemporary tones used by young artists like Kristin Texeira (shown here). basics process book
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Logo Development Quia delit poresequam consequas aut facero cum volupti dis doluptios eic tem ipsapieniet eictorporum doluptatet escidel mintus antia nullabo reperroribus as repero magnihicab id quidis ex et perspit fugiae volo mo ipis re inciet, sum rera velendiae eribus, endam et, consequam, nam sapedip isciet eati dolorum faccuscia cus as deste plabore dia cuptaqui bea accullaut 10
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Logo Development Quia delit poresequam consequas aut facero cum volupti dis doluptios eic tem ipsapieniet eictorporum doluptatet escidel mintus antia nullabo reperroribus as repero magnihicab id quidis ex et perspit fugiae volo mo ipis re inciet, sum rera velendiae eribus, endam et, consequam, nam sapedip isciet eati dolorum faccuscia cus as deste plabore dia cuptaqui bea accullaut basics process book
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The Identity Untiostibusam rerrume nienisse voluptia sedi core, que quas mosam ab imenis quiatur adit dunt, ommoditatem. Officipsam, invel illecti atecusam int dolupid eium solorem fugitem re, vendaecum qui te volupturibus etus reium eature ideraec usdaectios experat doluptatiae nobis aut est, solorporibus eveni doluptis maio magnimus, sequis re laut lautatatur, sumquas re 14
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A LL PURPOSE BAR
A LL PURPOSE BAR
MORO BL OOD ORANGE ALL PURPOSE BAR
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Gibson Memphis Memphis is a slab serif typeface designed in 1929 by German type designer Rudolf Wolf. The design is considered one of the earliest examples of the geometric slab genre as it follows the mechanically constructed forms of Erbar and Futura. 18
The Gibson font family hits the right spot for many people and on many levels. It is a humanist sans serif typeface designed by eminent Canadian type designer Rod McDonald FGDC, and produced by Patrick Griffin and Kevin King of Canada Type, to honour John Gibson FGDC (1928-2011), Rod’s long-time friend and one of the original founders of the Society of Graphic Designers of Canada (GDC).
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Packaging Development Packaging was developed over trials and trials with an emphasis on minimal inks, materials and ensuring that the packaging is entirely recyclable or compost-able. basics process book
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Packaging Flats In order to maintain the brand system, I created a system of belly bands that wrap around all the products to minimize the need to printed materials and allows the texture of the boxes and packaging itself to be one of the main players. 22
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Finals The final creation is a set of three products nested like eggs (referential to the pattern) in a box, set to be picked up at your local Whole Foods near you :) 24
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