PROCESS MANUAL
4
TABLE OF CONTENTS
5
7
11
17
27
33
INTRODUCTION
LOGO DESIGN
GRAPHIC STANDARD
PACKAGING DESIGN
CONCLUSION
Mission Statement About/Purpose Biomimicry Studies
Sketches Digital Iterations Final Logo
Logo Specifications & Color Variations Logo Uses Typography & Color Palette Business System Marketing Applications
Creative Brief Sketches Mock-Up Structure & Assembly Labelling Final Product
Design Analysis Contact Information
6
INTRODUCTION Grate Mac & Cheese aims to make you smile through our quality ingredients: real grated cheese gives you that authentic comfort food experience. Flavors like “Cheddar Chatter,” “Life is Gouda,” & “You’re Brie-lliant” will tantalize your taste buds. We know our puns are cheesy, but Grate Mac & Cheese is even cheesier! This process manual documents the creation of Grate as a brand from start to finish. From the intial idea to the logo design, branding, and packaging, this book examines Grate Mac & Cheese in full detail.
7
BIOMIMICRY STUDIES PINEAPPLE
BIOMIMICRY APPLICATIONS
Pineapples are a popular tropical fruit, known scientifically as “ananas comosus”. It is a perennial fruit, meaning that the plant dies but grows back in the spring. They are very juicy and have a distinct sweet and tart flavor.
Pineapple leaf is used in the Philippines to create pina, a fiber. It is then turned into a textile fabric. The structure of pineapple leaves also can be applicable to biomimicry. Pineapple leaves are convex, and allow water to drip into the center where it is retained to keep the fruit moist. The bumpy surface cells on the leaves have tiny wax-coated hairs that allow water to catch and then roll into the center tank. Copying this natural design could be an innovative way to keep food moist.
PROPERTIES The pineapple plant grows up to 5-8 feet tall with a 3-4 feet radius. It has a short stem and long, waxy, sharp-tipped leaves. Pineapple is a compound fruit, because it is comprised of many fruitlets that fuse together around a central, fibrous core. The fruitlets are identified by their “eyes”. The outside of a pineapple is tough and scaly, and the fruit is topped by a “crown” of spiny leaves. It is a cylindrical shape and can measure up to 12 inches, usually weighing from 1-8 pounds. Health benefits of the pineapple is that it is low in calories, full of minerals and vitamins, no saturated fats or cholesterol, and plenty of fiber. It is an excellent source of vitamin C.Pineapples contain an enzyme called bromelain that breaks down protein. Bromelain is has anti-inflammatory, anti-clotting, and anti-cancer properties.
8
PATTERNS
BIOMIMICRY STUDIES: WOOL WHAT IS WOOL? Wool is textile fiber that is harvested from sheep, usually through a method called shearing.
PROPERTIES Wool is animal friendly, because it can be obtained without causing any harm to sheep. It is also available organically. What is interesting about wool is that it regulates body temperature, so it can be used as an insulator. Additionally, it is hypoallergenic: resistant to bacteria, mold, and mildew. It is also fire retardant, and can evaporate moisture. Wool is recyclable, biodegradable, and compostable, so it’s very environmentally friendly.
BIOMIMICRY APPLICATIONS Wool has traditionally been used very popularly in fashion design. Now, it is also being employed in product design. Woolcool is a company that uses wool as a packaging insulator. Because of its biodegradability, it is environmentally friendly. It has been used before to wrap cheese and keep it fresh, so it could be applied to my macaroni and cheese packaging in the same manner.
9
10
LOGO DESIGN
11
SKETCHES The initial sketches were based off incorporating the cheese grater as a visual element. In my designs, I incorporated dots to represent the holes in cheese graters. I played around with using a single macaroni as a design element as well. I also hand lettered a script font for Grate to make it more sophisticated.
12
DIGITAL ITERATIONS When I moved on to the digital iterations, I decided to incorporate the macaroni into the “G” of Grate to symbolize the macaroni and cheese. I went through several iterations before settling for a curved dot line underneath “Grate” because it gives the essence of a smile. I also decided on brown and golden yellow as my colors to give it an artisinal, yet fun feel.
13
FINAL LOGO My final logo had a couple of refinements. I cleaned up the shape of the macaroni and also thickend the line to give it a bit more of a lively look. I also incorporated the words “Mac & Cheese� into the logo, which can be used conditionally based on the context.
14
15
GRAPHIC STANDARD
16
LOGO SPECIFICATIONS & COLOR VARIATIONS The Grate logo should be the dimensions listed below. The logo can be used with or without the “MAC & CHEESE� type. However, when the logo is scaled down to 1 in. or smaller, it should be used on its own without the type. Grate has three different flavors, and the logo should be colored accordingly, as shown on the right. The logos can include the flavor names but when shrunk to 1 in. or smaller, the logo should be used on its own. The flavor logos should only be used to differentiate flavors on packaging, or as directed according to the marketing application guidelines. They should not be used in place of the original logo.
Dimensions
17
Flavor logos
APPROPRIATE LOGO USE The Grate logo can be used as shown on the right. As aforementioned, the logo can be used with or without the “Mac & Cheese� type. Additionally, the logo can be used on the golden yellow background (#fbb040) if the graphic elements are recolored to be a lighter yellow (#4a2700). If color is not available, the logo can be recolored to black and white as shown. The flavor logos should adhere to guidelines as listed on the previous page.
INAPPROPRIATE LOGO USE The following are examples of incorrect logo usage. Incorrect logo usages are listed, but not limited to, the ones shown. The guidelines above should be strictly followed.
18
TYPOGRAPHY
COLOR PALETTE
The two fonts used are “Oswald Light” and “Merriweather Regular.” Typically, primary information such as displays and titles should be in Oswald Light, while secondary information such as body copy should be in Merriweather Regular. Oswald Light is also used for the logo.
Grate’s primary color palette is the golden yellow and dark brown shown below. For instances when the flavors are specified, the bright red and bright blue may also be used. The secondary color, the light yellow, should only be used when the Grate logo is used against a golden yellow background (as shown in logo specifications).
Oswald Light
Primary colors
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmopqrstuvwxyz 1234567890
#fbb040 RGB: (251, 176, 64) C: 0 M: 35 Y: 85 K: 0
Merriweather Regular
#ed1c24 RGB: (237, 28, 36) C: 0 M: 100 Y: 100 K: 0
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmopqrstuvwxyz 1234567890
19
#60cae3 RGB: (251, 176, 64) C: 55.47 M: 0 Y: 9.03 K: 0
#4a2700 RGB: (74, 39, 0) C: 38 M: 70 Y: 100 K: 68
Secondary color:
To be used only when logo is against golden yellow colored background.
#4a2700 RGB: (74, 39, 0) C: 38 M: 70 Y: 100 K: 68
20
BUSINESS SYSTEM
21
BUSINESS CARD The business card is the standard size of 3.5 in. x 2. in. The golden yellow bar on the front of the business card is .23 in. wide, and the logo should be centered in the white space. The back of the business card is divided into a white section with the name of the employee, their position, and the business system icons. The golden yellow section contains the contact information. Exact dimensions of the card’s graphics are below.
22
BUSINESS CARD VARIATIONS The three colors that correspond to each flavor are incorporated in the business cards as a system of hierarchy. The golden yellow cards are for executives, the blue cards are for managers, and the red cards are for employees.
Chad Cheddar Founder & CEO (555) 555-5555 cheddar@gratemacncheese.com www.gratemacncheese.com 1234 Macaroni Ln. Cheese, CA 12345
BUSINESS SYSTEM ICONS
Brieanna O’Brien General Manager (555) 555-5555 brie@gratemacncheese.com
The business card includes different icons that are based on macaroni and cheese for each point of contact: phone number, email, website, and street address.
www.gratemacncheese.com 1234 Macaroni Ln. Cheese, CA 12345
Godfrey Gouda Employee (555) 555-5555 gouda@gratemacncheese.com www.gratemacncheese.com 1234 Macaroni Ln. Cheese, CA 12345
23
ENVELOPE Standard no. 10 envelopes (9.5 in. x 4.125 in.) are used. The Grate logo is flipped sideways and cropped on the back of the envelope. Its dimensions are 3.25 in. x 2 in. The flap is rounded and has imagery of macaroni falling out for an added fun element.
24
LETTERHEAD The letterhead is on standard 8.5 in. x 11 in. paper. The paper is 80 lb. matte so that the back does not bleed through to the front. The dimensions of the graphic elements on the letterhead are listed below. Back Logo: H: 3.8 in. W: 5.5 in. (rotated) Full bleed color
Front Logo: H: 1 in. W: 1.45 in. Bottom bar: H: .2 in. W: 8.5 in. Icons: H: .25 in.
25
26
MARKETING APPLICATIONS
27
SIGNAGE Grate’s marketing is distinguished by the creative photography and use of the flavor names as taglines. The bright colors associated with each flavor are used as the background. The fun imagery will catch the attention of passerby in cars or on foot alike.
19 28
WEBSITE AND APP Though mac & cheese is a good old traditional comfort food, Grate stays fresh, fun, and modern while still tasting amazing. We have our own website, app, and mobile web browser to keep up with the times and make sure that people nation-wide gets to experience Grate. Visit http://www.gratemacncheese.com/ to check us out.
20
29
CLOTHING AND ACCESSORIES We will have t-shirts for promotional purposes. The t-shirts can be white or gray, and are based on each flavor. The front of the t-shirt will have the Grate logo, colored according to the flavor, and the back will have the slogan associated with the flavor. Pictured below are the “Cheddar Chatter” flavor and “You’re Bri-elliant” flavor.
Additionally, we have Grate reusable tote bags for customers to place their Grate products when buying them from the store. Customers can purchase the bags in-store or also online on our website. The bags also are designed according to different flavors. Pictured below is the “Life is Gouda” flavor.
30
TRANSPORTATION Our products will be delivered by semi-trucks to grocery stores as well as directly to customers who order products online. The Grate logo is emblazoned on both the side and the back of the trucks. The logo on the back of the truck will also include the names of the three flavors. The logo must be at least 2 ft. tall.
22
31
32
PACKAGING DESIGN
33
CREATIVE BRIEF NEED
PROJECT STRATEGY
MESSAGE
Mac and cheese is a popular American comfort food, and is sold in stores in a convenient, instant form. Grate! Mac & Cheese is a gourmet mac and cheese with real shredded cheese in 3 different flavors: cheddar, gouda, and brie. To stand apart from pre-existing brands, Grate Mac & Cheese must make instant mac and cheese more of a gourmet, fun experience while reducing mess. This will be achieved through bright colors in the labelling, and a clever mechanism in the packaging that makes pouring the ingredients easier.
The package will be easy to open while getting rid of wasted space. It will also be modular, fitting together and on shelves easily with other products. It can be packaged in bulk or individually. Additionally, the design will be a visual pun on the shape of a wheel of cheese. Each package will be about 1.25 in. tall, 8.5 in. wide, and 4.25 in. deep. The flavor colors are golden yellow for cheddar, red for gouda, and blue for brie.
We know our puns are cheesy, but Grate Mac & Cheese is even cheesier!
PROJECT OBJECTIVE Grate’s packaging design will be a visual pun to match with the puns in the branding. It will also get rid of wasted space within the packaging and make the process of pouring less messy through a built in funnel. The packaging must also have an airtight component to preserve the grated cheese. It should also be lined to protect the freshness of the food.
34
BACKGROUND Currently, the main brand of macaroni and cheese that people buy is Kraft Mac & Cheese, with other brands rising up like Annie’s. Mac and cheese is an American comfort food, and in grocery stores, instant mac and cheese is sold as a time-saving alternative. However, there isn’t much variety in flavors, and they all use powdered cheese which feels artificial and unhealthy. All of these are packaged in rectangular units with the individual ingredients within in plastic tear-apart bags. The space inside the box is usually wasted. Overall, there is a need for a more authentic tasting macaroni and cheese with better, no-mess packaging.
AUDIENCE Age group: 30-50 Gender: aimed towards general public, but to a larger female demographic Economic status: Upper-middle class working adults, mean annual income around US$70,000 Distribution area: First targeted towards California Bay Area, then expansion to the rest of California and nationwide over the course of 5 years Nationality: American market, catered toward general public but larger Caucasian demographic
SKETCHES & PRELIMINARY MOCK-UPS When thinking of the package design for Grate, I wanted to incorporate a visual pun to match the puns from the branding. An initial idea was design a package in a shape that mimicked a cheese grater. I also played around with incorporating a utensil into the package, but ultimately scrapped the idea as Grate is not intended to be eaten on-the-go. Another visual pun was to create packaging in the shape of a cheese wheel, which is the idea I ultimately went with. For the initial mock-ups, I used printer paper to create six small packages that fit into each other into a hexagonal shape that mimicked the cheese wheel. Each individual package would be the shape of a triangular cheese block, and fit together to create the whole. The initial idea was that the singular triangular package would be sold individually, while in the wheel it would be sold in bulk. The packages also had a V-shaped opening from which to pour the ingredients out.
35
INTERMEDIATE MOCK-UPS While creating more mock-ups, I realized that the package would be too small to include the macaroni, grated cheese, and cheese powder together. I decided to include two triangular boxes in the package so that everything would fit. My initial package redesign was a double layer package with a paper band around it to keep the items together, but this iteration used too much material to be environmentally conscious. To solve this issue, I made the boxes attach back-to-back with one lid to enclose the package. Additionally, I revised the V-shaped opening to be more of a funnel shape so that the ingredients would not get caught while being poured out. The funnel is inspired by origami, as it folds into itself to conserve shelf space when closed with the lid. Additionally, I lined the inside of the mock-up with wax paper to preserve food freshness, and to make the pouring even smoother.
36
STRUCTURE AND ASSEMBLY To create the final packaging, I created template on Adobe Illustrater for the lid and for the triangular compartments. The lid would be one piece while the compartments would be cut separately and glued together. Each template would be cut out of thin cardboard. To create a cleaner look on the inside, it is also lined with printer paper. Additionally, it is lined with wax paper. Ideally the final packaging would be lined with biodegradable soy-based wax paper to keep the package eco-friendly. I also used aluminum foil to simulate a recyclable foil vacuum seal that would keep the grated cheese fresh. Every aspect of the package is glued together using PVA.
37
LABELLING The different flavors for the packaging are colored according to the flavor logo color (golden yellow, red, or blue). The lid of each package has Grate’s logo, the flavor, and photographs of grated cheese and the flavor’s cheese. On the sides of the lid, the logo is printed along with instructions for how to make Grate Ma & Cheese. The labels also include the nutrition label, ingredients, expiration date, and barcode on the bottom. Additionally, on the flap of the funnel, there is small text indicating that the flap should be pulled out to pour the ingredients.
38
FINAL PRODUCT The final package is made out of recycled cardboard, biodegradable soy-based wax paper, and a recyclable aluminum foil vacuum seal. It is modular and can be sold individually, or packaged in bulk. When packaging in bulk, the individual units fit together into a hexagon and can be stacked. When sold in stores, Grate Mac & Cheese will be displayed on different rows that belong to each flavor. There will be one display unit that stands with the lid facing forward, and all other units will be stacked flat to conserve space. The logo and flavor will face outward for better visibility.
40
41
DESIGN ANALYSIS INTRODUCTION
OBJECTIVES
Grate Mac & Cheese aims to introduce a gourmet instant macaroni and cheese product with real grated cheese to create an authentic comfort food experience for middle to upper class working parents and their kids, young working professionals, and others with fast-paced lifestyles. Unlike the existing mac and cheese brands currently sold in American grocery stores, Grate Mac & Cheese uses quality ingredients with a no-mess packaging design. The modular packaging is designed to pour easily into a bowl, and is made entirely with biodegradable and recyclable materials. The designer’s responsibility is to create the brand identity, graphic standard, and packaging for Grate Mac & Cheese.
In the first year, Grate will focus on distributing in high end grocery stores such as Whole Foods, Sprouts, and Nugget in California. Grate will release three flavors (“Cheddar Chatter”, “You’re Brie-lliant”, and “Life is Gouda”) to begin developing the market. Grate will start selling first in the California Bay Area, then spread to most of northern California and later to southern California in the first year. Each year, there will be an annual market analysis to see consumer preferences for flavors, consumption patterns, and regional popularity. In the second year, the aim is to spread Grate to neighboring states such as Nevada, Oregon, and Arizona. It will also start distributing in larger grocery stores such as Safeway and Lucky. Grate will also create an online presence with its website and app, and introduce online ordering and shipping during the second year. In the third year, Grate will begin introducing new flavors, assessed for success through yearly market analysis. The successful flavors will be added to the line of flavors. In the third and fourth years, Grate will have stores spread nationwide, or to most states.
PROBLEM STATEMENT Grate’s branding and packaging focuses on creatively reimagining macaroni and cheese to include an element of fun, while also retaining the authentic comfort food experience. Many of the macaroni and cheese in stores today taste very artificial and lack the creaminess of real cheese that comes with home-cooked mac and cheese. Their appeal comes from the fast preparation and instant gratification, but they fail to completely satisfy. Grate comes in with the same convenience, but with added creaminess of real grated cheese. The packaging design focuses on reducing the mess that comes with opening the packets of cheese powder and macaroni in traditional packaging for macaroni and cheese. In order to stay sustainable, the materials used in Grate’s packaging are also biodegradable and/or recyclable.
42
METHODOLOGY
EVALUATION
Year One: Local Grocers and High-end Grocery Stores
In order to evaluate Grate’s progress accurately and ensure that all objectives are met, Grate will hold weekly meetings among the teams to guarantee clear communication and further discussion about steps to take. The teams will each prepare a weekly report highlighting progress and introducing strategies that the team leads will present to company executives. Consumer data will be acquired through surveys that will be conducted online through or website or emails. They will be collected by sales associates and evaluated by our logistics/statistics team to assess the next steps to take to stay on top of Grate’s schedule.
Grate will be distributed to local grocers in the Bay Area and specialty food retailers like Whole Foods, Sprouts, and Nugget. The website will also be launched (without online ordering yet) and products will be publicized heavily on social media. Marketing materials will consist of t-shirts and reusable tote bags. Grate will also partner with grocers to provide coupons and promotional deals for consumers. Grate’s team during the launch year will consist of marketing, quality control, distribution, and logistics. Year Two: Grocery Chains and Online Store In the second year, Grate will launch online ordering on its pre-existing website, as well as spread by the distribution team to chain grocery stores like Safeway, Lucky, and Albertson’s. Shipping will be nationwide in the United States. The marketing team will promote Grate through billboards, posters, commercials, and other promotional material to further spur growth nationwide. Year Three and Four: New Flavors and Nationwide Distribution In the third year, Grate will start releasing new flavors seasonally. At the end of the year, the quality control and market analysis team will survey the success of each new flavor, and one will be chosen to be added to the permanent line of flavors. Grate will also begin distributing nationwide, or to most states. The same process will occur in year four to add yet another flavor to the permanent line.
43
PROJECT SUMMARY Grate Mac & Cheese is confident that our product will give American consumers the authenticity of a traditional comfort food while still accommodating to the increasingly fast-paced lifestyles of the 21st century. Through extensive research, market analysis, quality control, and innovative design, Grate delivers a fun, convenient, and delicious product that rivals current macaroni and cheese brands. All in all, Grate looks forward to providing consumers a moment of comfort in their busy lives through our quality ingredients and fun-inspired branding.
CONTACT US We’re grate-ful for all of our wonderful customers!
Emily Luong | Design 116 | Gale Okumura