FRONT & CENTER A girl’s manifesto on sexual health
FRONT & CENTER
A Graduate Graphic Design Thesis Written and Designed by Morgan Sterns Graduate student of the Academy of Art University 79 New Montgomery Street, San Francisco, California, USA Find out more about FRONT & CENTER at: www.harpersupply.co View more work by Morgan at: www.morgan-sterns.com Printed and bound in the United States of America ALL RIGHTS RESERVED Copyright Š 2014 Morgan Sterns
CONTENTS
001 THE ISSUE
008
The current problem Historical context Why it matters
002 DESIGN RESEARCH
026
Concept development Research & Strategy Target audience & Mood boards Lifestyle + attitude
003 IDENTITY + PRODUCT DEVELOPMENT
058
Identity development Visual standards Materials research Packaging development
004 FINAL DELIVERABLES Final product Website + Mobile Harper Supply Co. kits Video teaser
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FOREWORD At the age of 18, thousands of teenage girls trade the comforts and security of home for college or career life. This transition presents new challenges for a young female in a society often blind to the particulars of this stage of life. When I was in college I learned to craft design and narratives and to appreciate the importance of presenting a strong brand. During this process, I noticed that my identity as a woman and that of other women worldwide were strangely absent from the design conversation. Most notable to me was the issue of feminine sexual health and hygiene. The presentation of related products, simply put, is an affront to the dignity, sense of self-worth, and privacy all women want and deserve. I began to visualize and construct a new approach. Today, feminine health and hygiene brands are spending millions of dollars on design campaigns, but they still haven’t addressed the female need for discretion and privacy in the marketing and packaging of feminine sexual health and hygiene products. The identity of a woman is strangely absent from the design conversation within this category. Consumer life is very saturated with visual noise, unclear choices and obfuscation. In a cluttered world, brands need to simplify the process while embodying the values and dignity of the consumer.
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THE ISSUE
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the Current Problem, historical Context, Why it matters
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chapter 001 / the issue
Price check on
Shame Humiliation Embarrassment aisle 7
the Problem
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001
The Problem
ADREANNA FEMININE OINTMENTS
testimonial
“I Can’t believe that there are five different companies selling vaginal ointments and not one of them understands that the reason I hide all their products under other products in my shopping cart is because I don’t want people to know what I am buying.”
ISSUE
AGE
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the Problem
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ELIZABETH PURCHASING CONDOMS
ISSUE
AGE
019 testimonial
“I am a young woman and I buy the condoms in my relationship. Do you have any idea the looks I get while trying to be responsible? It is incredibly foolish that the condom manufacturers haven’t figured out that a lot of my girl friends also reluctantly buy condoms and experience the same reaction. Many of my male friends feel the same way.”
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The Problem
A Graduate Graphic Design Thesis by Morgan Sterns
SOURCE
The public nature of the retail drug store does not provide the best environment to shop for feminine sexual health, hygiene, and OTC pharmaceutical items with dignity or comfort. —Pl anned parenthood, 2011
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Chapter 001 / the issue
An Inherited Stigma.
Historical context
A Graduate Graphic Design Thesis by Morgan Sterns
The 1930s woman had a heavy load to bear, with keeping her vagina antiseptically clean and her bowels moving! The 1930s view of feminine hygiene was that in order to keep your man happy, you had to have a sterilized vagina. The entirety of your marital happiness depended on it.
019
Unfortunately, future generations have inherited this attitude and throughout the world as a result of deeply entrenched taboos and norms, feminine hygiene remains misunderstood. The subject matter is surrounded by stigma—it is often seen as an affliction, causing women deep anxiety, shame and fear.
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historical context
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Why it Matters
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THE CURRENT ISSUE Today, feminine health and hygiene brands are spending millions of dollars on design campaigns but they still haven’t addressed the female need for discretion and privacy in the marketing and packaging of feminine sexual health and hygiene products. The identity of a woman is strangely absent from the design conversation within this category. Consumer life is very saturated with visual noise, unclear choices and obfuscation. In a cluttered world, brands need to simplify the process while embodying the values and dignity of the consumer.
THE proposed concept I have created a lifestyle brand which embodies a new head space and shift of consciousness that manifests with products packaged and designed to resonate specifically with young women. This thesis was created to help women feel supported via packaging dignified with a sense of confidentiality and sensitivity when purchasing sexual health products. Through better design, women will be free to shop absent of the perceived stigma associated with the products.
THE GOAL The lifestyle brand will be completely driven by the female consumer and will encourage women to: •
Feel supported while purchasing sexual health products
•
act responsibly and have fun with sex without feeling judged
•
Feel attractive, in-control, and confident before busting a move in the bedroom
•
Shake off the notion that they are flawed or something is wrong with them
•
Let go of the shameful sexual identity that HAS BEEN inherited
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Why it matters
A Graduate Graphic Design Thesis by Morgan Sterns
it's time to leave the negative stigmas in the past & construct a new approach.
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CHAPTER TWO section
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DESIGN RESEARCH Concept Development, Research & Strategy, Target Audience, Lifestyle and Attitude, Mood boards
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Concept Development
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Research & Strategy
Feminine Hygiene Survey 1
FINDING THE OPPORTUNITY gap Over the course of 15 weeks, I surveyed over 350 women ranging in age from 18-32 years old about their views surrounding sexual health and feminine hygiene. Women who took the survey anonymously shared their ideas and opinions on their everyday interactions with feminine hygiene and sexual health products such as condoms, lubricants, vaginal ointments & creams, medicated wipes, and overthe-counter pharmaceutical items.
How important is privacy when purchasing sexual health and feminine hygiene items in a public retail environment?
1%
14+30+42131A
Not at all Important
13%
Slightly Important
42%
Extremely Important
14%
Moderately Important
30%
Very Important
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2 do you experience embarrassment and/or discomfort when purchasing these items in a public retail environment?
3 would you be more comfortable purchasing items such as condoms, yeast infection medication, and/or personal feminine ointments if they were packaged more discreetly?
72+15+13A 77+9+14A 14%
72%
I don’t care
Yes
9%
15% No
13%
I don’t care
031
No
77% Yes
Chapter 002 / design research
Research & Strategy
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4 WHAT FACTORS CONTRIBUTE TO EMBARRASSMENT AND/OR DISCOMFORT IN A PUBLIC RETAIL ENVIRONMENT? (CHECK ALL THAT APPLY)
40.7% Bold/large type on packaging
44.2% Brand presence on packaging (i.e. Vagisil, Rephresh, Durex)
19.8% Other people shopping in the feminine hygiene aisle
50% Other people in the checkout line
60.47% Publicly displaying your “personal” items to strangers
50% Social stigma about vaginal health products
37.2% Products being locked behind a partition so you have to ask a clerk to assist you
10% I do not feel embarrassed
0% 20% 40% 60% 80% 100%
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5
033
6
IF BRANDS SUCH AS VAGISIL OR MONISTAT WERE PACKAGED TO LOOK LIKE EVERYDAY ITEMS SUCH AS SHAMPOO, BODY WASH, OR FACIAL CREAM, WOULD YOU BE MORE LIKELY TO PURCHASE THESE ITEMS WITHOUT FEELING EMBARRASSED?
WHERE WOULD BE YOUR IDEAL ENVIRONMENT TO PURCHASE FEMININE HYGIENE PRODUCTS AND SEXUAL HEALTH ITEMS?
80+6+14A 40+35+718A 18%
80%
Hair Salons/Spas
Yes
14%
I don’t care
6% No
7%
Drugstores/Pharmacies (i.e. Wallgreens, Target, CVS)
40%
Online shop
35%
Beauty retailers (i.e. Sephora, Ulta)
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Research & Strategy
Mobile Shopping Trends New Trends of Mobile Users and Their Shopping Behaviour Mobile phone users do everything on their phones, including chatting, studying, and even shopping. Throughout my research process I wanted to pay full attention to this new group of target customers who are making the transition to using mobile devices rather than desktop computers for their social life. Smartphones are the future and with the growth
of mobile technology, more people will use their phones than computers to get online. The number of mobile devices is set to more than double in the next years.
This chart is from the Worldwide Smartphone and Media Tablet Shipments, 2010-2015:
2015
Media Tablets
775.79
318.32
2014
677.18
235.69
2013
561.42
169.73
2012
114.58
2011
69.08
2010
17.61
Smartphones
458.01
362.45
270.93
0 200 400 600 800 1,000 1,200 UNITS (MILLIONS)
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Source: managedcommerce.com
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MOBILE SHOPPING ACTIVITIES AMONG SMARTPHONE AND TABLET USERS Most US smartphone and tablet owners use their devices for shopping-related activities. Over 79% of smartphone consumers use their phones when they are shopping in store. What are they doing on those phones? • • • • •
32% search for better prices 27% search for reviews 26% scan a barcode 23% use coupons or look for coupons 11% pay for a purchase at the register
21+79+A
Have done mobile shopping on smartphone or tablet:
21% No
79% Yes
Source: corp.wishpond.com/mobile-marketing-resources
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Media Tablets
Using store locator to find a store
037
Smartphones
73% 42%
Checking price
62% 53%
Research item before purchase
57% 66%
Reading review of recent/ future purchase
45% 56%
Using lists while shopping
42% 16%
Using mobile coupon
36% 11%
Purchasing item on device
29% 42%
Using device as payment
27% 28%
Using social media to comment on purchase
Writing a review of a purchase
23% 25%
11% 22%
0 20% 40% 60% 80% 100%
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Research & Strategy
Market Research: Starting the Conversation the beginning of an online community Pinterest is a social media tool that I leveraged in order to create an online community of women and gain insights on package design of consumer goods they find appealing. This social media platform has enabled me to connect my target audience through the ‘things’ they find visually interesting
RESEARCH FINDINGS Although these visual mood boards and their online following are a small portion of my research, I have already begun to collect some vital data about packaging aesthetics from women ages 18-35. Trends are showing that many female consumers gravitate towards packaging that demonstrates simplicity, clarity, informality, and innovation.
and appealing. Through group discussions and online forums I have begun to create visual mood boards of packaging inspiration that my online community can share with other women and I in return gain vital feedback on what women are looking for in packaging.
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17
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research & strategy
Market Research: Minimalism in Maximalist Markets A LESS IS MORE APPROACH TO BRANDING the current consumer good’s industry has become a maximalist culture where we live under the misconception that who ever shouts the loudest wins. my thesis is pushing the idea of stripped-back minimalism in order to create disturbance in today’s over saturated marketplace. Cognitive
branding states that people prefer things that are easy to think about and today’s female consumers are seeking honest, authentic, and clear brands amongst all the visual noise.
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Source: thedieline.com
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Research & Strategy
Market Research: U by Kotex U BY KOTEX CAMPAIGN Word of mouth relies on open and honest conversations between people. For some product categories, social taboo stymies these conversations. Kotex found itself in this situation. After years of ads full of euphemisms, their audience had tuned out. Together with Marina Maher Communications, they introduced a new line of feminine care products by leading with girls’ voices, not the company’s. The U by Kotex campaign was the first consumer packaged goods campaign to use social media to drive education and advocacy in the feminine care industry. U by Kotex is an innovative feminine care solution that offers bold new packaging, feminine product design and empowers women to change the conversation surrounding women’s health.
The new U by Kotex line includes tampons, pads and liners available in brightly colored and eye-catching designs, and serves as the Kotex brand’s first step toward redefining the category by encouraging women to change the conversation surrounding feminine care from one of shame and embarrassment to one of open, honest dialogue.
brand positioning “For the past 50 years, advertisers—Kotex included —have been perpetuating this cultural stigma by emphasizing that the best menstrual period is one that is ignored,” said Andrew Meurer, Vice President, North American Group Brands Feminine/Adult/Senior Care at Kimberly-Clark. “The way the Kotex brand will be positioned in the future will be very dif-
ferent. We are changing our brand equity to stand for truth, transparency and progressive vaginal care. Moving forward, the tone of the Kotex brand’s marketing will adhere to its new tagline-Break the Cycle.” U by Kotex empowers women and young girls to challenge euphemisms that hide the truth.
WHY IT WAS SUCCESSFUL The U by Kotex campaign strove to generate honest conversations free of their brand voice. They created the space online and their community created the content—not a room full of writers. The company also took a humorous approach to feminine hygiene in order to help women feel more comfortable in owning their own sexual health. With Generation
Know, U by Kotex is working to put an end to the stigma surrounding vaginal health by bringing girls together to drive real social change about one of the most important aspects of being a girl.
THE VOID
TARGET AUDIENCE
Marketing, advertising, and packaging for U by Kotex only embraces products surrounding the female menstruation category. Other items within the sexual health and hygiene realm are not included.
Females, ages 13-65+, emphasis on the Tween and young female demographic and mother’s of tween daughters.
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Market Research: Summer’s Eve “HAIL TO THE V” SUMMER’S EVE CAMPAIGN First introduced in the 1970s, the Summer’s Eve brand of external feminine cleansing and freshening products from C.B. Fleet Co., Inc., Lynchburg, VA, is a category leader. But in mid-2009, the company realized that although it had a strong and loyal following, the brand’s outdated packaging hampered a long-term growth strategy. For almost four decades, Summer’s Eve has been talking to women. As the leader in feminine hygiene products, they understand what women think and how they feel about their bodies. Summer’s Eve has been asking questions (even the uncomfortable ones) for years so that they can continue to evolve and provide women with the knowledge and products to love their V.
The new rebrand of Summer’s Eve packaging may have appealed to a feminine audience but the company’s advertising campaign was very negatively received. Comments in an informal poll ran 97% negative with four main objections: 1. Hand puppets personifying talking vaginas 2. Reducing women to our private parts 3. Pushing products women don’t need by targeting very young females and playing to their insecurities 4. Equally offensive to men who are portrayed as helpless in the face of the “most powerful force on earth”
brand positioning Summer’s Eve’s goal is to lead forthright conversations about vaginas and take the subject from taboo to talked-about. The company does this by engaging women in communities, forming partnerships with women’s organizations and spreading the word through community involvement. Sum-
mer’s Eve has a consumer-driven approach, and they have a whole complement of ways they effectively connect to consumers to inform the packaging design. They look at macro-trends in particular to make sure the design stands the test of time.
WHY IT WAS SUCCESSFUL The packaging was well received by consumers. Women loved the new look because they weren’t embarrassed to put the products in their shopping cart. Retailers were very supportive because in the feminine hygiene category the subject matter had been under the radar. It was a win-win situation
because Summer’s Eve brought younger consumers to the brand and the retailers didn’t have to invest anything, while the products were driving customers to the shelves and increasing sales.
THE VOID
TARGET AUDIENCE
The campaign was developed in large part by males. According to the Richards Group Agency’s website, 27 of their 29 creative group heads were all men. The ad was clearly designed with men in mind, not women—though the insecure woman may purchase it to please a man. The campaign was cleverly positioned as one that “empowers women.” Summer’s Eve and Fleet Laboratories have even gone so far as to partner with a “women’s empowerment expert” and a newlyhatched girls advocacy organization, headed by a reality TV survivor. They’ve thought of everything except holistic, real women and the reality of our lives.
Females, ages 25-65
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Market Research: Sir Richard’s SIR RICHARD’S CONDOM COMPANY Sir Richard’s was founded in 2009 by a team of socially conscious entrepreneurs and designers, and launched into the marketplace in January 2011. Sir Richard’s believes the power of business can help bring health and pleasure to the global community. There is a huge condom shortage that is leaving millions of people susceptible to some of the world’s most
preventable diseases. Sir Richard’s is building a company that can help address this global health crisis. For every condom a consumer purchases, the company contributes one to a developing country as part of the Sir Richard’s community.
brand positioning Sir Richard’s is deeply committed to supporting and promoting the highest environmental, labor, human and animal rights standards and stewardship available today. Reflecting that commitment, in August 2012, Sir Richard’s supplied PETA with all information needed to meet their rigorous
standards. PETA approved Sir Richard’s as cruelty-free, listing the company among many that do not test on animals. Moreover, Sir Richard’s is committed to never conducting or commissioning animal testing on the ingredients and formulations of their products, now or in the future.
WHY IT WAS SUCCESSFUL Sir Richard’s is a company that conducts cause related marketing. Attaching a brand to a worthy cause—and using that cause to help market a brand—is something that consumers have grown to wholeheartedly endorse and applaud. When a brand aligns itself with a cause that people believe in very strongly, it can be a powerful marketing tool, and it makes
people feel good. Cause-related marketing is but one way the Sir Richards brand is being built. Everything else about the brand—from the distinctive plaid packaging to the range of branded merchandise customers can order—suggests smart marketers had a hand in developing the product.
THE VOID
TARGET AUDIENCE
Marketing, advertising, and packaging for Sir Richard’s only embraces the category of condoms. Other items within the sexual health and hygiene realm are not included.
Sexually active females and males.
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target Audience
Target Audience THE PREPPY URBANITE
lives in lululemon, Works in Pr/sales/advertising 9-6 in the city, Doesn’t push the boundaries of her comfort zone
THE BOHEMIAN HIPSTER
frequents local music venues and attends Coachella every year, has tattoos and prefers a Pbr over a swanky cocktail
THE MODERN-DAY FLOWER CHILD
makes an effort to buy local, mother was a hippie-instilled certain values, weekend camping trips, free-spirited
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her taste in fashion
magazine subscription
activity of choice
drink of choice
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target Audience
Target Audience THE SOCIAL SORORITY GIRL
Always surrounding themselves in groups, focused on physical appearance, hasn’t found inner confidence yet, wild child
THE ATHLETE
Attends college on scholarship, lives in hoodie and jeans, goes to parties with teammates, has a training/fitness regimen
THE SERIOUS STUDENT/OVER ACHIEVER
Always takes a full credit load, law student or earning masters, plans ahead, organized, systematic approach to life
A Graduate Graphic Design Thesis by Morgan Sterns
her taste in fashion
magazine subscription
activity of choice
drink of choice
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Brand Attitude/Lifestyle
Attitude & lifestyle
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mood board
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CHAPTER THREE SECtIon
IDENTITY + PRODUCT DEVELOPMENT
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identity development, Visual standards, materials research & Packaging development
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Identity Development
logo Development
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Logo Development
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logo Development
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SUPPLY CO.
u n i t e d b y n at u r e
CO SU
CO SU
PPLY
S U P P LY CO.
S U P P LY CO.
PPLY
S U P P LY CO.
O SUP
PLY C
colectiv
O SUP
PLY C
HARPER SUPPLY CO.
SUPPLY CO.
065
HARPER SUPPLY CO.
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Visual Standards
Visual Standards BRAND SPECIFICATIONS The Harper Supply Co. identity symbolizes a new era for women and sexual health. Created by girls, for girls, this mark represents a new carefree attitude and perspective in the feminine hygiene marketplace. It empowers women to act responsibly and have fun with sex without the feel-
ing judged. The identity represents authenticity, confidence, and openness. Harper Supply Co. is not about the vagina. It’s about a lifestyle.
logo mark
logo type
logo ANATOMY
CLEAR SPACE & SIZE SPECIFICATIONS
To maximize visual effectiveness, nothing should intrude into this specified clear space. The radius of the clear zone for the logo must equal the size of the box represented in the box labeled “X” (equaling the height of the letters).
To maintain readability, the logo mark should not be reproduced any smaller than 0.65 inches for printed materials or 36 pixels for digital materials. 0.65”
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INCORRECT USE OF LOGO
INCORRECT USE OF LOGO ON PHOTOGRAPHY
Logo and logotype should not be knocked out over photography. Only the outlined versions should be used when overlaid over halftone photography or graphic elements.
correct use of logo + logotype
Proper usage of logo + logotype
Proper usage of logo mark
Proper usage of logotype with box
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Logo Development
Visual Standards GRAPHIC ELEMENTS / PHOTOGRAPHY STYLES
The photographic style for Harper Supply Co. should exhibit attitudes of
Photography for print and web are halftones at a 57% tint of rich black
freedom, enjoyment and rebellion. Female’s from the 1920s–1970s are
overlaying the brand’s color “NATURAL” at a 70% opacity.
depicted as going against the status quo and enjoying life in the moment.
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DISPLAY TYPOGRAPHY / Magallanes CondENSED, BOLD
A
B
C
H
I
J
D K
E
body text / Magallanes CondENSED, light
F
G
a
b
c
L
M
N
h
i
j
d k
e
f
g
l
m
n
O
P
Q
R
S
T
o
p
q
r
s
t
U
V
W
X
Y
Z
u
v
w
x
y
z
1 2 3 4 5 6 7 8 9 0 ! ? @ # & = + - , : / * ; >
1 2 3 4 5 6 7 8 9 0 ! ? @ # & = + - , : / * ; >
This is a Harper Headline
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci. nibh euismod tincidunt ut laoreet dolore magna aliquam erat diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci. nibh euismod tincidunt ut laoreet dolore magna aliquam erat
BRAND COLORS
robin ’ s egg blue
C M Y K
35 0 11 0
R G B
L A B
88 27 11
PMS#
149 237 240
317U
natural
C M Y K
0 8 12 0
R G B
L A B
94 5 10
PMS#
classic black
255 235 219
8-10C
C M Y K
75 68 67 90
R G B
L A B
12 1 0
PMS#
0 1 0
process black
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Materials Research
Product Development TRENDS IN MOLDED PULP PACKAGING There is no question that in today’s world both consumers and retailers have become more aware of how their decisions are affecting our planet. Minimizing the impact on the environment is at the heart of the production of these products. Because molded pulp is made from natural cellulose fibers, it is inherently biodegradable and breaks down relatively
360 PAPER WATER BOTTLES
HELP REMEDIES
quickly in standard landfills and compost piles. For this and many other reasons, molded pulp is quickly becoming the preferred packaging option for many products. I began researching brands that are currently making the switch to biodegradable and compostable molded pulp.
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LACOSTE PACKAGING
PANGEA ORGANICS PACKAGING
RETAIL (other)
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Materials Research
Case Studies seventh generation The Seventh Generation container consists of a moldedpulp outer shell made from 70% recycled cardboard (OCC) and 30% old newspapers (ONP) that can be recycled up to seven times. The material, without the paper label, has been certified through the Biodegradable Products Institute as being compostable per ASTM 6868. The package’s inner film pouch with spout has been constructed of polyethylene only, making it suitable for recycling with plastic grocery bags in retailer drop-off bins from Trex. When compared with a rigid plastic container, the pouch reduces plastic use by 75%, Ecologic informs. And, because the shells can be nested and
the pouch can be transported flat to Seventh Generation, one truckload of the packaging materials equals nine truckloads of rigid plastic containers. Lastly, the package closure, as with most traditional laundry containers, is made from polypropylene, and is recyclable through Preserve’s Gimme 5 recycling program, found in Whole Foods Market stores. The result: A lighter-weight package that easily fits into the existing recycling stream.
Source: www.greenerpackage.com
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AVEDA All cosmetic companies are trying to help make their customers look and feel good by using their beauty products. What separates Aveda from the others, aside from the quality of its products, is that the company tries hard to make the earth look and feel good as well. Aveda, though, which sells its products in more than 8,000 salons, spas and environmental lifestyle stores around the world, is willing to put its money where its mouth is. Not long ago when Aveda began
to develop the design for its Uruku Lipstick line, the company decided to create a permanent accessory case that would allow the user to purchase a new cartridge and simply drop it into the accessory case. It would essentially be a refillable lipstick that would help Aveda reduce the amount of material in its lipstick packaging; the only piece that would need to be replaced is the actual lipstick cartridge.
Our mission at Aveda is to care for the world we live in, from the products we make to the ways in which we give back to society. At Aveda we strive to set an example for environmental leadership and responsibility, not just in the world of beauty but around the world. —Horst M. Rechelbacher, CEO
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Initial Structure Sketches
Packaging Development
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Structure process
Packaging Development
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Packaging Development
2D Model Renderings BODY WASH (E)
1.5 “
6.25 “
6.25 “
SEAM
6.75 “
4.75 “
2.75 “
2.75 “
2.75 “
SEAM
2.75 “
2.75 “ 3.25 “
3.25 “
FRONT VIEW
400 ML PUMP BOTTLE
SIDE VIEW
TOP VIEW
X2
CLEANSING WIPES (E) SCREENING KIT (I)
HARPER SUPPLY CO.
4.75 “
4.25 “
4.25 “
SEAM
003
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A Graduate Graphic Design Thesis by Morgan Sterns
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5.5 “
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50 ML PUMP BOTTLE
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FRONT VIEW (ALTERNATE)
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AZO MEDICINE (I)
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Packaging Development
LAY FLAT
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Chapter 003 / identity + product development
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CONDOM (5 PACK)
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SIDE VIEW
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TOP VIEW
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A Graduate Graphic Design Thesis by Morgan Sterns
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chapter 003 / identity + product development
Packaging Development
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A grADuAte grAPhiC Design thesis by morgAn sterns
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Chapter 003 / identity + product development
Packaging Development
A Graduate Graphic Design Thesis by Morgan Sterns
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Chapter 003 / identity + product development
Packaging Development
A Graduate Graphic Design Thesis by Morgan Sterns
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Chapter 003 / identity + product development
Packaging Development
A Graduate Graphic Design Thesis by Morgan Sterns
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CHAPTER FOUR SECtIon
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FINAL DELIVERABLES final product line, harper supply Co. responsive website + mobile platforms, Customized kits, Video teaser
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Final Product Line
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Final Product Line
Product Line HSCO. Brand statement Harper Supply Co. is a lifestyle brand driven by the female consumer. The brand structure and product design encourage women to feel supported while purchasing sexual health products, act responsibly, and have fun with sex without feel-
ing judged. Finally, women can shake off the notion that they are flawed or something is wrong with them and let go of the shameful sexual identity that has been inherited from the past.
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Final Product Line
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Chapter 004 / final deliverables
Final Product Line
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Chapter 004 / final deliverables
Final Product Line
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Chapter 004 / final deliverables
Final Product Line
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Chapter 004 / final deliverables
Final Product Line
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chapter 004 / final deliverables
online Store SHOP FROM THE PRIVACY OF HOME the harper supply Co. responsive web design provides optimal viewing experience across a wide range of devices. from mobile phones to desktop computers, women can feel free to browse and shop the products they need from the privacy and comforts of their own home.
harper supply Co. website
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harper supply Co. website
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chapter 004 / final deliverables
mobile shopping
Mobile Shopping ONE-STOP SHOP FOR ALL YOUR SEXUAL HEALTH NEEDS With the growth of mobile technology, more females are using their phones than computers to get online. the number of mobile devices is set to more than double in the next couple of years. through the initial research phases of my thesis, it became very apparent how smartphones were
becoming more commonplace for online shopping for a current generation of young women. my strategy was to design a mobile interface that was approachable, easy to navigate, and educational for the female consumer.
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mobile shopping
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mobile shopping
get educated through the Harper Supply co. blog.
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Mobile Shopping
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Customized Kits
Harper Supply Co. offers customized kits.
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Customized kits
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Video Teaser
Video Teaser Real girls. real opinions. For the past 50 years, advertisers have been perpetuating a cultural stigma by emphasizing that women’s feminine hygiene issues must be kept a secret and never spoken about in public. I envisioned the Harper Supply Co. brand to be positioned very differently within the feminine hygiene and sexual health market. The brand will stand for truth, transparency and progressive vaginal care. The tone of the
Harper Supply Co. brand will empower women and young girls to challenge euphemisms that hide the truth. In order to get this message across I needed to give women and young girls a chance to voice their opinions. By creating a community and bringing girls together, this brand is able to drive real social change about feminine hygiene and sexual health.
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Video Teaser
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Acknowledgements
Acknowledgements family Thank you for the constant stream of support throughout these last three years in San Francisco. My Master's degree and thesis would not have been possible without your encouragement and reminders to always take a minute to slow down and be present. friends For all the times you had to hear me talk about vaginal health products over dinner, I thank you for your patience and love. Without your positive feedback and support, the completion of this thesis would not have been possible. teachers & mentors A huge thank you to Bob Slote, Chamindri Wijemanne, and the rest of the Academy of Art instructors for sharing your invaluable knowledge and professional guidance. Without the help of Bob, my initial ideas would have never made it past my midpoint presentation. Thank you for the tough love and having faith in my concept from the get-go. artisans/builders/craftsmen Thank you to Gemmiti Model Art for working so closely with me to bring my vision to life. Thank you to one of my closest and most talented friends Devin Denman for your seamstress skills. Thank you Brett Newman for always willing to take time out of a busy schedule and get your hands dirty with me on the screen printing press.
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Resources
A Graduate Graphic Design Thesis by Morgan Sterns
Resources BOOKS • • • • • • • •
Logo Design Love by David Airey Brand Bible by Debbie Millman Logotype by Michael Evamy 1000 Package Designs by Grip Design, Chicago Experimental Formats & Packaging by Roger Fawcett-Tang & Daniel Mason Package Design Workbook by Steven DuPuis and John Silva Unique Packaging by Marta Serrats Sex: Our Bodies, Our Junk by Scott Jacobson, Todd Levin, Jason Roeder, Mike Sacks, & Ted Travelstead
MAGAZINes • • • • • •
Computer Arts Collection: Branding Edition Computer Arts Collection: Typography Edition Brand Packaging CMYK Print Eye
WEBSITES • Greenerpackage.com • Thedieline.com • Packagingoftheworld.com • Forbes.com/forbeswoman • PlannedParenthood.org • Kimberly-clark.com • Summerseve.com • Ubykotex.com • Jezebel.com • Packworld.com • Designmadeingermany.de • Good.is • Corp.wishpond.com • Sirrichards.com • Newspaperclub.com
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FRONT & CENTER An MFA thesis BY MORGAN STERNS www.morgan-sterns.com mjsterns@gmail.com
ACADEMY OF ART UNIVERSITY 79 NEW MONTGOMERY STREET FIFTH FLOOR SAN FRANCISCO, CA
DEPARTMENT CHAIR MARY SCOTT DEPARTMENT DIRECTOR PHIL HAMLETT ASSOCIATE DEPARTMENT DIRECTOR
HUNTER WIMMER
COPY EDITORS
NANCY WARREN & FELIX DESROCHES
PHOTOGRAPHY
MORGAN STERNS & NICH BARRESI
PRINTING BINDING PAPER
blurb.com blurb.com
mohawk superfine eggshell ultrawhite 100lb text
TYPEFACES
magallanes condensed
SOFTWARE
ADOBE CS6 MASTER COLLECTION
copyright © 2014 by morgan sterns all rights reserved.