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PROCESS MANUAL
HOW ONO MOCHI CAME TO BE...
TA B L E O F C O N T E N T S
MISSION
CREATIVE BRIEF
BIOMIMICRY
P R O C E S S M A N UA L / VO L U M E I I e s t . 2 01 5
LOGO
STANDARD
PACKAGING
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OUR M ISSION
MODERNITY — as the founder of Ono Mochi, I want to provide a modern take on a traditional Japanese dessert that can bring out a fun loving foodie. Based out of Los Angeles, California, we find the flavors from the source, and create a locally crafted bite sized snack that you and your friends can share and talk about.
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PACKAGING ORIGINS
BIOMIMICRY – as a brand, Ono Mochi aspires to be all that is good for the environment. By pulling basic design principles directly from nature, we created a package that not only fit our needs but also emulated who we are as a company, 100% natural.
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B I O M I M I C RY + PACKAGI NG
A. sketches of early packaging ideas dated 20 OCT 2015 B. measurements from mochi and existing packaging as well as early problem solving (airtight, security of mochi, tampering protection(?))
The use of the pea pod or peanut shell in biomimicry produced a shape that encased the three pieces of mochi and kept them airtight as well as protected them from being smashed. While researching different encasings, I narrowed it down to these two because of their membranes, one being a squishy but airtight membrane and the other being a sturdy hard membrane. I developed patterns from these that I thought emulated mochi, a playful and colorful pattern. I wanted to be able to use characteristics from both, while maintaining a package that was suitable for mochi ice cream. 10
C. sketch shows attempts to not let any material go to waste (21 OCT 2015) D. notes, critiques of previous ideas to further the drawings as well as improvements to increase usability of the flat structure.
Producing prototypes was an essential part of this project. I knew from the start I would not be 3D printing the finished product, but laser cutting it from a vector file I designed. I wanted to be as cost efficient as possible as well as produce something extremely simple that performed the duties it needed to. The mock-ups began as paper models I printed off from Adobe Illustrator files I designed and then slowly became intricately measured and hand cut/laser cut pieces of chip board, ending in the final models to be turned in on the due date.
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PAC K AG I N G DE TA I L
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The coated cardboard used in frozen foods is often not recyclable, but Ono Mochi uses a kind that is more similar to the type of cardboard used in frozen juice packaging; which is recyclable. This coated board allows the material to be freezer safe as well as safe for recycling and the environment.
We ship our packaging in flat sheets to our food crafters, so we are able to reduce our reliance on fossil fuels in transpor- tation. We only sell to distributers in the Los Angeles county area, which also allows our mochi to be the most fresh when you pick it up from the grocery store.
We avoid using any ink based dyes directly onto our packaging but by making removable lining, we increase the chances of 100% recycling of our packaging. 13
PAC K AG I N G DE TA I L
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GRAPHIC STANDARD
CONSISTENCY – Representing Ono Mochi is a large amount of print design. By establishing a graphic standard that fits well into our mission and our aesthetic, we hope to emulate this message to its fullest in our graphic materials. Left: Letterhead format
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A.
B.
P R O P ER LOGO U SAGE
A. The Ono Mochi logo shown in color with proper type treatment B. The Ono Mochi logo shown in B&W with proper type treatment
The Ono Mochi logo should never be smaller than 1”x 3” with typography, without typography it should never be less than 1”x 1”. The typography included should always be 75% grey or white when needed.
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C.
I M P R O P ER L O GO U SAGE
C. Improper use of the Ono Mochi logo
The color element of the logo should never be changed, or the transparency should never be altered. The font used in the type treatment is Rockwell and Rockwell light. Do not change the case of the type, and use the specified leading. Only 75% grey and white are suitable for the type treatment colors. Tr y to avoid placing logo on busy backgrounds.
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A.
LO G O TI M E L I NE + PRO CE SS
A. The evolution of the Ono Mochi logo, with different color treatments as well as shape and overlapping transparency features. The repeated shape has always remained the same, just its relation to space has changed in each version.
The logo has gone through a lot of development and changes through out this project, and it has been improved in some instances and some not. The goal of the logo is to be recognizable and also general enough to allow the brand to expand past mochi, and to possible other ‘Ono’ dessert products. The colors have changed quite a bit since the first version, as well as the type used. I moved from the light pastels to bolder colors because of personal preferences, and I felt that the bold colors went with the more modern image I was looking for and allowed the brand more growth than the pastels might have. 20
B.
B. Ono Mochi type treatment draft, using Memphis, Rockwell uppercase and Memphis all lower, the other using all Rockwell.
The type treatment on the logo has not changed a lot since the first development. The font began as Memphis, but I later changed to Rockwell because of the boldness availabilities and it’s a ver y similar slab serif to Memphis. I began with ‘premium desserts’ under Ono, but it was getting cluttered in terms of keeping the logo type as minimal as possible, so I just cut it down to ‘Ono Mochi,’ so I can change the names of products as they come, ‘Ono Gelato’ or ‘Ono Espresso’ etc. There were slight changes in alignment ever ytime I revised it, and after being able to remove some of the text it was no longer a problem. 21
A.
FU LL LO G O + BRE A KDO WN
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RIGHT. Ono Mochi logo in full form placed on yellow corrugated metal with hand icon
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B.
A. YELLOW CORRUGATED METAL
B. ILLUSTRATED HAND
C. TRANSPARENCY + GREY + WHITE
The backdrop is part of a stock photo I had originally just wanted to use for a simple mock-up of a wall vinyl, but I continued to use it on a lot of the placement of the logo because of its boldness that emulated what the logo did color wise. I also used a similar material in some of the packaging that looked like corrugated metal.
I drew a few hand icons, hoping to use it in the early stages of the logo, to add a senes of playfulness after changing the colors from pastels to bold primar y colors. I think it can be a stand alone feature, almost like a mascot. It isn’t specific to mochi so it will work well alnog a future line of ‘Ono’ foods.
Finding a transparency option that worked with my new colors as well as keeping ever ything legible was a difficult process, but I ended up stacking the shapes differently and each one has its own transparency. I avoid putting the logo on light backgrounds but when it is, 75% Grey is used, and other wise white shows up the best.
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