DES116 - BitStix Process Manual by miquach

BITSTIX

process manual

08 12

introduction about us our mission purpose biomimicry studies logo design preliminary sketches further development finalized logo graphic standard logo specifications visual identity business system advertising packaging design creative brief preliminary sketches mockups label design interior design final product conclusion design analysis

table of contents |

4 | introduction

about us

purpose

The name BitStix is a play on the words biscuit, bit, and sticks. BitStix is a

This book was created to document and analyze the process of our

biscuit-cookie stick with graphics dedicated to the Golden Age of games

company, BitStix. The book details the conceptualization to the

with pixels and bits. BitStix believes in the importance of healthy snacks and

finalization of BitStix as a product, company, and brand.

imaginative play for children, which has been proven to help foster innovative problem-solving. Support your child’s imagination—it’s time to play with your food.

our mission BitStix is a cream-covered biscuit-cookie snack that proves playing with your food isn’t a bad thing. Here at BitStix, we are dedicated to our customers. We

biomimicry studies The formation of hexagonal forms was the basis for our company’s design. In fact, the outline of our logo is a perfect hexagon. The honeycomb and basalt columns were chosen as further case studies for BitStix’s branding and packaging.

want to make sure you enjoy our finest snacks, made only with the best ingredients and filled with plenty of smiles, inside and out. BitStix was founded on the belief that children should live their childhoods to the fullest—and that includes playing, building, and imagining. Our cookie product not only makes a great snack, but also supports your child’s imagination and wonder. BitStix will always positively support our future.

introduction |

biomimicry: the honeycomb about The honeycomb is a hexagonal wax cell structure that is most commonly found in nature in beehives. Bees form honeycombs in their hives to store their larvae, honey, and pollen. Each honeycomb contains individual hexagonal cells and walls that are pulled together by surface tension.

benefits There is a debate whether bees were biological design engineers or whether it was pure physics luck that the honeycomb ended up being a hexagon. Scientists conjectured that the honeycomb was hexagonal because it minimized the amount of gaps between each circular storage cell. The hexagon also allows multiple bees to work on the honeycomb at the same time with minimal trouble or hindrances with one another. In addition to minimizing and compacting space, the hexagonal honeycomb also uses the least amount of energy and wax material. Bees economized both their energy and materials.

human-centered designs The honeycomb design has been adopted for several man-made products. Notably, it has been used in packaging materials for its minimal storage and maximum expansion. The packaging materials are made of paper products, such as cardboard, and are strong. The packing products are hexagonal and have thin walls that hold up hollow cells. By mimicking the structure of honeycombs, the packing material is minimized while still providing high compression and structural integrity.

how it’s related I would use the cellular hexagon structure to separate the cookie sticks. Cream covered cookie sticks often stick together in high temperatures. The sticks also tend to break off when being roughly handled (especially by rowdy children). To solve this, the honeycomb’s design would prevent both the cream from sticking together and the biscuits from breaking.

Ball, Philip. “How Honeycombs Can Build Themselves.” Nature News, Nature Publishing Group, 17 July 2013, www.nature.com/news/how-honeycombs-can-build-themselves-1.13398. “Honeycomb.” Merriam-Webster, Merriam-Webster, www.merriam-webster.com/dictionary/honeycomb. Krulwich, Robert. “What Is It About Bees And Hexagons?” NPR, NPR. 14 May 2013, www.npr.org/sections/krulwich/2013/05/13/183704091 /what-is-it-about-bees-and-hexagons.

biomimicry: the basalt columns about Basalt columns are formed by columnar jointing, which is a rock formation entirely based on how the columns cool. Geologic columnar jointing is found most commonly with basalt rock, which is an igneous, volcanic rock. The basalt columns form when the cooling magma (from a volcanic eruption) contracts and cracks on the cooling surface. Often, the basalt cracks evenly into hexagonal forms but can also crack unevenly into pentagrams or heptagons.

benefits The hexagonal grid pattern, or hextille, is beneficial to human design because it is the densest way to arrange circles with the least amount of perimeter. While there is not a direct benefit as the basalt columns are non-organic, the structure still provides a strong foundation for cliffs and land formations. The rock is structurally reinforced for people and animals to stand and walk around on the columns.

human-centered designs The hexagonal structure is frequently called the honeycomb structure and it has been adopted into car manufacturing and industrial design. Specifically, the pattern has been used in crash absorption by being made of molded thermoplastic polymer, aluminum, and other materials. The structure minimizes the shock and impact loading while maximizing the weight distribution by providing a type of buffer. The BMW i3 car model uses the honeycomb/hextille structure in its fenders.

how it’s related Cao, Lei, et al. “Experimental Study on the Shock Absorption Performance of Combined Aluminium. Honeycombs under Impact Loading.” Shock and Vibration, vol. 2015, 2015, pp. 1–8., doi:10.1155/2015/689546.

Basalt columns are hexagonal and adapting the design into packaging my cookie product will provide substantial padding and shock absorption for the cookie sticks. A problem with the cookie sticks is that they often break, so by providing strong lining, the biscuit sticks would

“Geology Word of the Week: C Is for Columnar Jointing.” Georneys, 18 Nov. 2012, blogs

theoretically not break as often.

.agu.org/georneys/2012/11/18/geology-word-of-the-week-c-is-for-columnar-jointing/. Klemetti, Erik. “How Do Volcanoes Create Towering Columns in Rock?” Wired, Conde Nast, 3 June 2017, www.wired.com/2015/02/volcanoes-create-towering-columns-rock/.

introduction | biomimicry studies

preliminary sketches The name BitStix was chosen because it was a play on words and would represent our companyâ&#x20AC;&#x2122;s value to the idea of playing. Since BitStixâ&#x20AC;&#x2122;s concept was also based on low-fi gaming, it was important that the logo communicated that idea. As I sketched out the logo ideas, I knew that I wanted to incorporate the idea of pixels and low-fi graphics, but with a modern twist. I wanted the logo to communicate the history of visual design in games while still maintain a modern aesthetic. In many of the sketch iterations seen in Fig. 1, I played around with portraying the logo icon in connection with the logo typography in various ways, trying to incorporate both elements equally, but felt like many of my logos looked like a tech or game company startup, which was not my goal. As I did further research for my packaging, I realized that I could create an isometric cube out of a perfect hexagon. I decided on this direction, as I felt that the logo could work as both a standalone icon and logotype. It was my first and foremost goal to establish the logo to be versatile and flexible so that the branding for BitStix could be widely applicable to many different aspects of our marketing.

Fig 1. Preliminary logo sketches for BitStix

further development Seen in Fig. 2, I re-created my two favorite logo concepts in order to get a better idea of how each logo would look. I wanted my logo to primarily appeal to older

BITSTIX

children between the ages of 6 to 14. I ended up choosing the right logo iteration because it was more readily identifiable as a food brand, whereas the left logo appeared to look more like a game company.

Fig 2. Digital concepts from the preliminary sketches

With typography, I knew that I had to use a sans serif type in order to appeal to a younger audience and to better fit the modern image of my logo, I initially had a difficult time choosing the type since I also knew that I wanted my logo to be both

Memphis

a recognizable icon and a logoype. Fig. 3 shows the variety of types I explored. In the end, I went with the font Munro Small. Munro Small was later modified to

Futura

include a pixelated cookie stick, seen in Fig. 4. Lemon Milk Light

b i t s t i x

Old Growth

bitstix

Varela Round

bitstix

Press Start 2P

bitstix

Since BitStix is a food company, it was important to choose colors that looked appetizing. I experimented with a multitude of colors in Fig. 5 and ultimately decided to go with brighter colors, which would appeal more to children. I also added shadows and colorful rainbow sprinkles to add more dimension to the logo.

bitstix bitstix

Munro Small

BITSTIX

Fig 3. Typeface variations

BITSTIX Fig 4. Modified Munro Small typeface

Fig 5. Exploration of logo colors

finalized logo I believe the finalized logo design communicates what I want to convey. The logo is a three-dimensional pixel bit, propelling the antiquated pixel into a modern setting. The logo references the history of game design, which is a big factor in the marketing for BitStix. The isometric view utilizes the outline of a hexagon, which references the biomimicry studies. The logo’s colors were modified from screenshots of popular cartoons and games that are from the 1980s to 199. The colors were purposefully chosen to be saturated and bright, to appeal to kids. Bright rainbow sprinkles were added to give the

BITSTIX

Fig 6. The main logo, in “strawberry”

product a more unique quality as well as make the product more memorable to children. Each logo refers to a flavor of cookie stick that our company offers. Fig. 6 is the main pink logo is meant to refer to the flavor strawberry. Secondary logos were also created to showcase the product’s other flavors, chocolate (Fig. 7) and vanilla (Fig. 8). One of the appeals of Pocky is that there is a wide variety of flavors available, but when I spoke with my classmates and friends, I found that keeping simple and classic flavors was the best choice, as it would interest a wider audience because they would already be familiar with them.

BITSTIX BITSTIX

Fig 7. Secondary logo variation, in “chocolate”

Fig 8. Secondary logo variation, in “vanilla”

logo design | finalized logo

Graphic standard 12 | graphic standard

logo specifications logo BitStix’s logo is an isometric pixel-bit, an homage to the classic

roots of the video games of your childhood and is a stylized form

of the cream-covered biscuit stick. The logo is designed to be used as an icon and with the full logotype name. The x-height of the fontface is used to determine the icon’s centered spacing, seen in Fig. 9. BitStix’s logo should be used in its original square composition but may be in a horizontal format if and when the type needs to stand out more. Another stylized cookie stick is incorporated into the typeface, however when the logo is in black and white, the type should be completely black. The logo may be simplified to its lineart when

necessary. Other than that, the logo is unacceptable in all other variations. The logo should never be skewed, flipped, rotated, or modified in a detractive way.

acceptable logo variations

BITSTIX Acceptable horizontal variation.

BITSTIX

Fig 9. Logo specifications according to the x-height of the logotype.

BITSTIX Acceptable black and white, grayscaled logo variation.

BITSTIX Type-only variation.

Outline-only variation on an approved color background.

graphic standard | logo specifications

visual identity color palette

strawberry

BitStix’s colors draw inspiration from the color graphics of the 1980s, the Golden Age of video arcade games.

Vanilla Pantone 1775 C CMYK (0, 54, 24, 0) RGB (245, 145, 155) #F5919B

Pantone 318 C CMYK (45, 0, 16, 0) RGB (133, 209, 215) #85D1D7

Pantone 728 C CMYK (23, 38, 58, 1) RGB (197, 157, 118) #C59D76

Pantone 805 C CMYK (0, 67, 38, 0) RGB (243, 118, 126) #F3767E

Pantone 630 C CMYK (53, 7, 20, 0) RGB (115, 190, 201) #73BEC9

Pantone 465 C CMYK (29, 43, 69, 5) RGB (178, 139, 95) #B28B5F

Pantone 702 C CMYK (9, 74, 44, 0) RGB (222, 102, 114) #DE6672

Pantone 7696 C CMYK (67, 22, 35, 0) RGB (88, 160, 165) #58A0A5

Pantone 874 C CMYK (36, 51, 71, 14) RGB (153, 116, 83) #997453

The company’s logo colors are altered depending on the flavor of the product. The sprinkles should remain unaltered through every logo variation. Do not use any other color unless specified. Carefully review the Pantone, CMYK, RGB, and Hex codes located directly on the right of each color swatch sample. The logo may be changed to 85% or 50% opacity. Fig. 10 shows a swatch of sample colors for reference. For lighter versions, refer to the company’s simple line logo or use the text-only logo variation.

sprinkles

Biscuit Pantone 108 C CMYK (1, 11, 100, 0) RGB (255, 218, 0) #FFDA00

Pantone 475 C CMYK (3, 18, 28, 0) RGB (243, 211, 182) #F3D3B6

Pantone 709 C CMYK (5, 81, 36, 0) RGB (228, 87, 118) #E45776

Pantone 4685 C CMYK (11, 22, 31, 0) RGB (225, 197, 172) #E1C5AC

Pantone 7499 C CMYK (0, 9, 13, 0) RGB (253, 233, 216) #FDE9D8

graphic standard | visual identity

Fig 10. A sample swatch of 85% and 50% opacity.

typography BitStix uses the display font, Munro Small for its logo, seen in Fig. 11. The business system uses Gotham Narrow in the Extra Light and Medium weight. All text should be set to Optical Kerning. For web media and print media, Munro Small should only be used for certain headings and the logo. Otherwise, all other text should be set in Gotham Narrow Medium (Fig. 12) for common headers and Gotham Narrow Extra Light (Fig. 13) for body and paragraph text.

Fig 11. The font used for the logotype.

Gotham Narrow Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%&* Fig 12. The font used for common headings.

Gotham Narrow Extra Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%&* Fig 13. The font mainly used for paragraph text.

graphic standard | visual identity

business system business cards The business cards feature an isometric pattern of every BitStix flavor in a repeating pattern. The background is an egg-white color (#FDE9D8), swatched from the white sprinkle on the logo. The QR code links to BitStixâ&#x20AC;&#x2122;s website, bitstix.com. On the back of the business cards, the logotype and logo icon are separated, but are shown in the classic strawberry color tone. Employee names are set in Gotham Narrow Medium at 8/10 and Optical Kerning. Employee positions and contact information is set at 6/8 and Optical Kerning.

graphic standard | business system

letterheads BitStix uses three variations of letterhead designs according to BitStix’s three main flavors. Each color corresponds to a different department of our company: Design, Marketing, and Logistics and Distribution,. The front of the letterhead features the BitStix square logo flush left, with the company information flush right. The body paragraph font is Gotham Narrow Extra Light at 10/16. All text is

BITSTIX BITSTIX

set at Optical Kerning.

8900 Market Street, San Francisco, CA 94104 8900 Market Street, www.bitstix.com San Francisco, CA 94104 www.bitstix.com

The back of the letterhead uses the middle tones of each color variation set at 85% opacity with a repeating pattern of sprinkles.

envelope

www.bitstix.com 415.123.4567 8900 Market Street, San Francisco, CA 94104

BITSTIX Cookie Kutta, 1 Shields Avenue, Davis, CA 95616 Dear Cookie Kutta,

The envelope is a standard #10 envelope. The front of the envelope

Nov 14, 2017

BitStix is a cream-covered biscuit-cookie snack that proves playing with your food isn’t always a bad thing. Here at BitStix, we are dedicated to our customers. We want to make sure you enjoy our finest snacks, made only with the best ingredients and filled with plenty of smiles, inside and out. BitStix was founded on the belief that children should live their childhoods to the fullest--and that includes

is designed to be quickly and clearly read by postal workers and

playing, building, and imagining. Our cookie product not only makes a great snack during snacktime, but also supports your child’s outstanding imagination and wonder. BitStix will always positively support our community and future. We would like to express our sincere appreciation for visiting us and making your purchase! Thank you so very much for your support of our company. We’re glad that you found what you were looking for. It is our goal that

recipients. The return address includes the company logo and

you are always happy with what you bought from us, so please let us know if your buying experience was anything short of excellent. We look forward to seeing you again. Have a great day! Warm regards,

contact information. The addressee and company names are in

Michelle Quach, CEO

Gotham Narrow Medium and all formal addresses are in Gotham Narrow Extra Light. The font is set at 10/14 and all kerning is Optical. www.bitstix.com 415.123.4567 8900 Market Street, San Francisco, CA 94104

BITSTIX

BITSTIX 1 Shields Avenue,

1 Shields Avenue,

Davis, CA 95616

Davis, CA 95616 Nov 14, 2017

Dear Cookie Kutta,

May 31, 2017

playing, building, and imagining. Our cookie product not only makes a great snack during snacktime, but also

supports your child’s outstanding imagination and wonder. BitStix will always positively support our community

and future. We would like to express our sincere appreciation for visiting us and making your purchase! Thank you so very much for your support of our company. We’re glad that you found what you were looking for. It is our goal that

and future.

The back of the envelope includes a flap that incorporates the

We would like to express our sincere appreciation for visiting us and making your purchase! Thank you so very much for your support of our company. We’re glad that you found what you were looking for. It is our goal that

you are always happy with what you bought from us, so please let us know if your buying experience was

anything short of excellent. We look forward to seeing you again. Have a great day!

Warm regards,

Michelle Quach, CEO

The bottom of the envelope features a small amount of sprinkles, to match the subsequent letterhead designs.

Cookie Kutta

Cookie Kutta,

Dear Cookie Kutta,

www.bitstix.com 415.123.4567 8900 Market Street, San Francisco, CA 94104

isometric logo in a repeating pattern as seen in the business cards.

advertising

website BitStix aims to be a global, all-encompassing brand. To achieve this, BitStixâ&#x20AC;&#x2122;s website will be implemented with a minimalist, user-friendly design to expand our company image. The website features an online shop for BitStix merchandise, information about our company, and career opportunities for individuals and brand partnerships.

BITSTIX

ABOUT

SHOP

CAREERS

BitStix Mug The perfect mug for dipping BitStix in.

Design Pink logo

BITSTIX

Quantity 1

$15

BitStix Mug The perfect mug for dipping BitStix in.

ADD TO CART

ABOUT THIS ITEM No table is complete without a mug! Grab this mug today, pour in milk, and get ready to dip and dunk your favorite biscuit-cookie flavors.

DETAILS An enamelled white mug, printed in the USA.

ABOUT THIS ITEM No table is complete without a mug! Grab this mug today, pour in milk, and get ready to dip and dunk your favorite

mobile app game BitStixâ&#x20AC;&#x2122;s core visuals are inspired by game design so as an homage, BitStix will have a mobile app game that encourages children to solve puzzles and practice cognitive skills. The app is a puzzle game where the goal is to clear out the BitStix cubes by finding matches. The more matches found, the higher the score. The app is designed to be used on iOS devices, which are more widely used and accessible to children. The app will also be implemented on platforms like Facebook Games, to increase traffic and awareness of the game.

Time: 36

BITSTIX Now available as a matching puzzle game!

BITSTIX Play Score: 1300

High Scores

signage BitStix is advertised on large billboards, posters, and bus stop signs, where it should be seen by pedestrians and drivers. The graphics should not be too distracting, and should feature the BitStix logo, a white outlined icon at 50% opacity, and the company’s tagline, “Play with your food.” The logotype must always be prominently displayed so that the BitStix name is clearly legible. Graphics should also feature information about BitStix’s website and mobile game app.

graphic standard | advertising

storefront BitStixâ&#x20AC;&#x2122;s storefront is a retail space for BitStix merchandise and food products. The shopfront has an awning and colorful window displays to attract visitors. Besides the building, the BitStix logo will be located on the store on a hanging wall sign and as a window decal.

graphic standard | advertising

store branding The store branding includes screenprinted canvas aprons, which will be used as employee uniforms. BitStix stores will use paper bags in compliance with the companyâ&#x20AC;&#x2122;s commitment to being environmentally friendly. The paper shopping bags feature the BitStix icon and logotype with a white outline of the icon at 50% opacity in the background.

delivery vehicles The delivery vehicles will have vinyl decals that wrap completely around the cars. Each vehicle will feature a design with a seamless sprinkle pattern at 50% opacity. On the smaller cars, the square variant logo is placed on the driver side door. On the larger van, the picture logo is placed largely near the trunk and the logotype is placed on the driver side door. The smaller cars are used for promotional events and the larger vans are used for delivering BitStix products.

graphic standard | advertising

merchandise BitStix will feature brand merchandise such as apparel in the form of t-shirts and canvas tote bags. The apparel will offer a limited range of colors and designs as displayed below. The multiple colors will appeal to a wider audience as well as showcase BitStix’s flavors. Merchandise will be available for purchase on BitStix.com and at BitStix stores. BitStix merchandise will also include novelty items, like toys, and stationary to appeal to children. The mugs and pins are aimed at a teenage and young adult audience.

t-shirts

Items will be offered for sale on BitStix’s website and in BitStix stores. Items can also be offered as promotional items. BitStix will also distribute apparel to employees and customers for promotional and sponsored events because we aim to cultivate a friendly, laid-back culture with our community.

canvas tote bags

enamel mug

graphic standard | advertising

notebook and pencil set

Rubik’s cube

decal stickers

enamel pin

Packaging Design packaging design |

creative brief needs

background

BitStix is a re-branded Pocky biscuit-cookie that aims to appeal to young children and families. The original Pocky

Currently, the only available cookie-stick products are Pocky and Pepero, which are only largely recognized in Asian

packaging is inefficient in that the cookie sticks often break or melt and stick together in the box. Additionally, the

markets. BitStix will primarily be marketed towards the Western snack market. The Western snack market, compara-

packaging should be portable, as Pocky is often eaten as a snack by children, teens, and young adults. Pocky’s

tively, is filled with unhealthy snacks, like candy and other classic supermarket cookies, like Oreos. These snacks are

original packaging is quite fragile, as the cardboard box is not strong enough to withstand being tossed into

often made with artificial flavors and high fructose corn syrup. BitStix is the perfect alternative because the cookies

backpacks, as children often do. There is also a severe need for completely sustainable packaging since Pocky (and

are much healthier than other supermarket cookies. BitStix’s distinctive packaging will also make it stand out, as its

Pepero, another leading cookie stick snack), utilize plastic wrapping, which is an unsustainable resource.

modularity, sustainability, and ability to be used as a game will attract a young crowd. The interactive aspect of BitStix

project objective BitStix’s objective is to provide sustainable and innovative packaging that solves the original problem of packaged

will be beneficial in attracting and holding children’s attention spans. Since the BitStix packaging is largely made of paper, the objective is to keep costs low so that all families will be able to afford it. the packaging contains an entire serving, so anyone eating the cookies will not need to watch their consumption habits.

provide isolated padding for each cookie. The packaging will feature a hexagonal, modular box and will be able to be

message

stacked, so it will act as a stacking game, like building blocks. The inside of the packaging will feature a sliceform grid

BitStix’s tagline is: play with your food.

Pocky sticks. BitStix aims to revamp and revitalize the packaging by individually separating the cookie sticks to

of squares that will fit one cookie stick per square. The sliceform will not only protect and separate each cookie so that it does not break or stick together, but will also provide additional support to the hexagonal box, so that the boxes will

Our packaging references games, so children will be able to play with the box as they would play with building blocks

not be as fragile and will be able to withstand being thrown into a backpack with other school supplies.

and it will cultivate creativity in young minds.

project strategy

audience

Starting off as a re-branded Pocky company, BitStix aims to differentiate itself by providing unique packaging that

Target Demographic:

doubles as a sustainable and physical game/toy. As a starting point, BitStix offers the classic Neapolitan flavors of strawberry, chocolate, and vanilla. The logo and packaging colors will be changed according to the flavor so that it will be more easily recognized and differentiated by children. The packaging will be hexagonal and made of solely light cardboard and heavy cardstock paper that is at least 100lbs, which will make it 100% sustainable. The box will be approximately 6” x 2.5” x 2.25” which will make the product portable. The packaging is interactive and designed with graphics that mimic popular games like Minecraft and classic Nintendo games. BitStix is also designed with bright colors that are inspired by the mid to late 1980s and 1990s, so it aims to employ a nostalgia marketing strategy to appeal to older teens, adults, and the millennial generation. BitStix will be sold in local grocery stores first and will expand to larger supermarkets. It will be advertised on

• Older elementary school and middle school children, ages 8-14 • Economic/financial status: Allowances from parents Secondary Audience: • Parents, aged 25 to 55 • Economic/financial status: Employed, with some discretionary income to purchase snacks for their kids Distribution Area: Local mom-and-pop grocery stores, with expansion to large American supermarkets, such as Safeway, Ralph’s and Target. BitStix will start local, in San Francisco, expand to other cities and move towards Southern California. Afterwards, it will expand to other states within the first 5-10 years and move to international markets.

billboards and posters and digitally, on popular social media sites, like YouTube, Facebook, and Instagram.

packaging design | creative brief

preliminary sketches To start off, I created an associative word list of what I wanted my packaging to portray, seen in Fig. 14. Inspired by the hexagon shape of the honeycomb, it was my initial goal to have a hexagonal honeycomb on the inside of the packaging. Unfortunately, it was difficult to figure out how to create a three-dimensional honeycomb with solely cardstock and paper. Instead, I sketched different ways to separate the cookie sticks, such as through rolling multiple papers into circular rolls or creating a three-dimensional grid. For the outside of the packaging, I initially wanted to have a circular package because it would be easier to design labels for, but the circular tube was unrelated to my biomimicry. To remedy this, I designed a hexagonal prism to be used as the outside packaging. The modularity and shape also fit better with my logo design, allowing the interactive aspect of my packaging to be showcased.

Fig 14. My associative word list and brainstorming notes

mockups I made my mockups as full-sized as possible. I started with creating the outside hexagonal prism structure before I worked on the interior of the packaging. The first iteration of my packaging was simple and fragile. The interior was not yet concepted and the packaging was attached only with tape. In the second iteration, I focused on the interior structure of the packaging. I used pens and rolled paper, gluing and taping them together. This concept was most close to the idea of the inner structure of my ideal packaging. Unfortunately, the interior was still not viable because it used too much material and could not fit many cookie sticks. In my third iteration, I used heavier 100lb. cardstock paper and added labels. The main focus of this iteration was the labelling. It was found that I wanted to use the BitStix logo so that the packaging could be read both vertically and horizontally. The prototype also allowed me to be able to better see how and where to place the nutrition label, ingredients information, and other relevant information.

packaging design | mockups

1.25”

label design 0.3”

Since one of BitStix’s appeal is the packaging’s ability to be stacked like a game, it was important for each and every package to have a similar, cohesive design. As such, the

0.3”

template is relatively the same for each and every package. The flavors are represented by the three main colors and each logo design changes dependant on the flavor. Each package also features an illustration of the cookie stick, so that children and adults will be

Nutrition Facts

sheer background to increase readability over the complex color backgrounds. Another main focus of the packaging is the top and bottom lid, which features the icon logo of BitStix. The logo fits perfectly on top of the hexagonal lids so that the boxes can be stacked into patterns and structures using the package. The diagram, Fig. 15, details the layout design and dimensions of the final packaging design.

5.8”

BITSTIX

able to recognize the product without opening the box. The nutrition label features a

Serving Size 2.47 oz Servings about 24 cookie sticks Amount Per Serving Calories 340 Calories from Fat 110

BitStix is a cream-covered cookie stick that proves you should play with your food. We encourage creativity and imagination. Visit us to learn more at bitstix.com

Total Fat 13g Saturated Fat 7g Trans Fat 0g Cholesterol less than 5mg Sodium 135 mg Total Carbohydrate 49g Dietary Fiber 3g Sugars 20g Protein 7g

% Daily Value* 20% 35% 1% 6% 16% 12%

Vitamin A 0% • Vitamin C 0% Calcium 6% • Iron 6% *Percent Daily Values are based on a 2,000 calorie diet. Your Daily Values may be higher or lower depending on your calorie needs. Ingredients: wheat flour, sugar, vegetable oil(palm, soy, rapeseed, corn oil), lactose, whole milk powder, shortening(palm oil), butter, dried strawberry, dextrin, salt, skim milk powder, calcium carbonate, soy lecithin, red beet, artificial flavors, trisodium phosphate, sodium bicarbonate CONTAINS: MILK, WHEAT, and SOY Manufactured in a facility that uses eggs.

BITSTIX

strawberry flavored

cookie sticks 2.47oz/70g

1.3”

Fig 15. The label design and dimensions of the final BitStix packaging* *Image is not to scale 2.1”

2.5”

Serving Size 2.47 oz Servings about 24 cookie sticks Amount Per Serving Calories 340 Calories from Fat 110

BitStix is a cream-covered cookie stick that proves you should play with your food. We encourage creativity and imagination. Visit us to learn more at bitstix.com

Total Fat 13g Saturated Fat 7g Trans Fat 0g Cholesterol less than 5mg Sodium 135 mg Total Carbohydrate 49g Dietary Fiber 3g Sugars 20g Protein 7g

% Daily Value* 20% 35% 1% 6% 16% 12%

Vitamin A 0% • Vitamin C 0% Calcium 6% • Iron 6% *Percent Daily Values are based on a 2,000 calorie diet. Your Daily Values may be higher or lower depending on your calorie needs. Ingredients: wheat flour, sugar, blend of vegetable oil(palm kernel oil, palm oil, rapeseed oil), lactose, whole milk powder, palm oil shortening, cocoa pwder, contains 1 percent or less of: artificial flavors, lecithin, salt, yeast, corn starch, modified starch, leavening(sodium bicarbonate), sodium hydroxide, papain CONTAINS: MILK, WHEAT, and SOY Manufactured in a facility that uses eggs.

BITSTIX

vanilla flavored

cookie sticks 2.47oz/70g

BITSTIX

Nutrition Facts

Nutrition Facts Serving Size 2.47 oz Servings about 24 cookie sticks Amount Per Serving Calories 340 Calories from Fat 110

BitStix is a cream-covered cookie stick that proves you should play with your food. We encourage creativity and imagination. Visit us to learn more at bitstix.com

Total Fat 13g Saturated Fat 7g Trans Fat 0g Cholesterol less than 5mg Sodium 135 mg Total Carbohydrate 49g Dietary Fiber 3g Sugars 20g Protein 7g

% Daily Value* 20% 35% 1% 6% 16% 12%

Vitamin A 0% • Vitamin C 0% Calcium 6% • Iron 6% *Percent Daily Values are based on a 2,000 calorie diet. Your Daily Values may be higher or lower depending on your calorie needs. Ingredients: wheat flour, sugar, chocolate liquor, blend of vegetable oil(interestified sunflower oil, palm oil), whole milk powder, palm oil shortening, contains 1 percent or less of: cocoa butter, salt, artificial flavors, yeast, lecithin, polyglycerol, polyricinoleate, leavening(sodium bicarbonate), monoglyceride, sodium hydroxide, papain CONTAINS: MILK, WHEAT, and SOY Manufactured in a facility that uses eggs.

BITSTIX

chocolate flavored

cookie sticks 2.47oz/70g

packaging design | label design

interior design The BitStix packaging interior is designed using sliceforms and kirigami, which is a form of origami that involves cutting. Fig. 16 shows the circles used to create the spherical grid interior. Fig. 17 shows the interior and how it individually separates and cushions each cookie stick. The interior structure is secured with rubber cement, which is a biodegradable, non-toxic adhesive. In the future, BitStix will switch to using gum paste, which is a biodegradable, non-toxic, edible adhesive frequently used in pastries.

Fig. 16. The circle sliceforms used to cut and construct the interior of BitStixâ&#x20AC;&#x2122;s packaging.

Fig 17. The final sliceforms used to create the interior of BitStixâ&#x20AC;&#x2122;s product packaging.

packaging design | interior design

final design The final packaging design consists of a hexagonal prism outer package, with an interior sliceform spherical grid. BitStixâ&#x20AC;&#x2122;s packaging is an entire serving size and meant for consumers to finish in one sitting. The final product design incorporates and references low-fi game design and our product appears fun, creative, and appealing. The final product uses 100lb matte cardstock paper on the exterior. The interior uses rubber cement, gum paste, and 100lb glossy cardstock paper. The package is sealed with a sticker to prevent product tampering.

packaging design | final design

design analysis

introduction BitStix aims to introduce a new dimension to the classic cookie stick by combining gaming aspects with snacktime. Although the classic Pocky snack already has a famous design, the productâ&#x20AC;&#x2122;s plastic wrapping is unsustainable and often leads to problems like the sticks breaking or sticking together. To remedy these problems, BitStix proposes the idea of individual, singular unit spaces for each cookie, so that the biscuit will be padded and still have enough spacing so that the cream will not stick together. To re-invigorate and establish a stronger Western presence, BitStix takes strong graphic design cues from arcade and video games. The designers involved are responsible for proposing, initiating, and emulating a cohesive brand identity based on antiquated game graphics with a modern twist. The brand cohesion should be seen throughout the product packaging, promotional items, and brand image.

problem statement There are many different cookie products available to the consumer in local supermarkets today, but only a couple of options are viable in terms of portable cookie sticks. While a delicious and portable snack, Pocky sticks are often problematic because of its fragile packaging, The cardboard box provides little structural integrity to protect the inner plastic wrapper, meaning that many cookie sticks are often broken by the time the snack is ready to be enjoyed. BitStixâ&#x20AC;&#x2122;s packaging includes a sliceform structural grid that will provide individual unit spaces for each cookie stick, minimizing the breakage the cookies will go through. Additionally, the grid will also maintain the structure of the outside packaging, so that the product does not get deformed. The grid also separates each cookie stick so that the cream does not melt and stick together, a problem in the hotter months.

Pocky and Pepero are currently the leaders in cream-covered cookie sticks, but both brands are marketed more towards Eastern audiences. Pepero is marketed towards older teens and young adults while Pocky is marketed towards middle schoolers, with only certain flavors marketed towards children. Both brands lack an overall fun packaging to promote brand loyalty so BitStix aims to solve this by utilizing low-fi game graphics, which are currently rising in popularity with games like Minecraft. Low-fi game graphics will also attract nostalgic, older teens and young adults. BitStix also aims to have 100% sustainable and biodegradable packaging, made of only paper and gum paste. The gum paste will seal the packaging, keeping the product fresh. Both Pocky and Pepero use sealed plastic wrapping for their products, but by using only paper and gum paste, the product packaging is more sustainable and entirely safe and nontoxic to consumers.

objective

and mobile game application. The Marketing Department will conduct

with a worker Union to make sure each and every one of our employees enjoys

user-testing through an online contest. BitStix will keep our three original flavors,

being a part of the BitStix professional community.

but will host an online contest to develop a limited edition special flavor chosen

To surmise customer satisfaction, we will employ a 24-hour live chat

by consumers and fans. The contest will foster a wider community of fans and the

messaging system on our website to make sure that we are always readily

limited edition flavor will increase site traffic and sales. Promotional events will be

available to our consumers. The Marketing Department will also employ programs

held at schools, community events, and BitStix will host its very first pop-up shop

and websites like Hootsuite and Mailchimp to reach our consumers. Random

to unveil new merchandise. The pop-up shop will also provide our team with

surveys will be utilized to assess how our company and brand is being perceived.

further research into what consumers are most attracted to about our company.

These surveys will offer a reward, like a gift card, discount code, or small

Year Three: Product expansion and store opening

merchandise, to encourage consumers to participate.

The BitStix Marketing Department and Logistics and Distribution

It is our main goal that our product will positively influence our

Department will plan to distribute BitStix products to large grocery chain stores,

community and environment. These successes will not be measured in revenue

like Safeway or Ralph’s. By distributing our product into more well-known

generated, but rather will be measured through responses that we receive from

grocerystores, it will increase awareness about our product and brand in the long

the community and our consumers.

run. Towards the end of the third year, it is BitStix’s goal to open an independent BitStix store, located in a large urban city, like San Francisco. The store opening will be timed to be around the holidays, so consumers will want to buy merchandise as presents for their loved ones. At this point, if BitStix continues to

project summary

be successful, we will donate a percentage of our earnings to public schools in the

BitStix is optimistic that our cookie stick snack offers children and consumers a

In its first year, BitStix aims to focus mainly on its online and social media

area. Prizes like samples of our products and merchandise can still be won by

new dimension at which to look at snack food. BitStix encourages creativity,

presence. BitStix aims to do much of its advertising through an online mobile

playing our mobile game application. It is our intention that no matter how large

playtime, community, and sustainability through our branding and product

game application, where consumers can play to win prizes from the company. To

BitStix expands to, our company remains dedicated to fostering childhoods,

packaging. Our added dimension of gaming to snacking cultivates playfulness

start, BitStix will be distributed to local supermarkets in its first year. It will focus

supporting our community, and sustainability.

and creativity in consumers everywhere. Our company’s emphasis on cultivating

largely on “mom-and-pop” grocery stores, to build a connection with the

Long Term: Product expansion in global markets, introduction of new flavors

our relationship with the local community will showcase BitStix’s positive

community. From there, BitStix will release merchandise and host promotional

BitStix’s long-term goals are to expand to global markets by expanding

intentions to spread our product throughout the world. BitStix will conclusively

events at community events and sponsor school fairs to further establish our

our website to include international shipping. This will happen ideally within ten

strategize and continue to be informed about the decisions that our company

dedication to our community and children. Within five years, BitStix hopes to

years and our Marketing and Logistics and Distribution Departments will be

makes in order to keep bringing a creative, fun snack to our consumers. We hope

distribute to larger chain grocery stores and to open pop-up shops and physical

largely responsible for expanding our company products. The Design

that our product, created with the ideas of fun, play, and creativity, will achieve its

stores, which will be a huge success for the company.

Department will conduct user-testing every half-year to determine whether or not

purpose of spreading and promoting joy, community, and sustainability to

the product and packaging is still viable. From the responses, the Design

consumers everywhere.

methodology Year One: Community-building and online advertisements BitStix will distribute to small mom-and-pop grocery stores and local

Department will either revamp BitStix packaging, or introduce new flavors that will be chosen from online polls conducted on the BitStix website.

volunteer product samples to community and school events, to increase

evaluation

awareness about our brand directly to our primary consumers. The company will

In order to effectively track and manage our goals, each department will meet

largely rely on social media advertising through its website and mobile game

weekly, with every team member needing to attend at least twice a month. Each

application. It is expected for BitStix to be in the red, but it is our goal to be

Department Head will then report to our Executive Board, which will relay

breaking even by the end of the first year.

important messages and other substantial information to the Creative Director

Year Two: Merchandise development, physical advertising

and CEO. BitStix is fully committed to our company brand and product, so

co-ops and supermarkets to build a community presence. BitStix will also

In our second year, BitStix hopes to increase production of our product.

monthly meetings with the Executive Board are a minimum requirement. To

With a successful first year, the BitStix Design Department will aim to develop

gauge employee satisfaction levels, we will have an online and in-person

merchandise and physical advertisements, like posters and billboard signs, to

anonymous suggestion box and a dedicated Human Resources team partnered

conclusion | design analysis

Michelle Quach michelle@bitstix.com 415.123.4567 bitstix.com 8900 Market Street, San Francisco, CA 94104