B.A. (HONS) IN GRAPHIC DESIGN & VISUAL COMUNICATION PACKAGING DESIGN II - VI SEMESTER DESIGN AND PROJECT BY ALISHA PATURIYAVET PROFESSOR WALTER CONTI
MET A PACK L FOOD A DESI GING GN P ROJE CT
FOOD PACKAGING FUNCTIONS
FOOD PACKAGING Food packaging is packaging for food. It requires protection, tampering resistance, and special physical, chemical, or biological needs. It also shows the product that is labeled to show any nutrition information on the food being consumed.
FUNCTIONS OF FOOD PACKAGING I PHYSICAL PROTECTION
BARRIER PROTECTION
The food enclosed in the package may require protection from, among other things, shock, vibration, compression, temperature, etc.
A barrier from oxygen, water vapor, dust, etc., is often required. Permeation is a critical factor in design. Some packages contain desiccants or Oxygen absorbers to help extend shelf life. Modified atmospheres or controlled atmospheres are also maintained in some food packages. Keeping the contents clean, fresh, and safe for the intended shelf life is a primary function.
CONTAINMENT OR AGGLOMERATION Small items are typically grouped together in one package for reasons of efficiency. powders, and granular materials need containment.
FUNCTIONS OF FOOD PACKAGING II MARKETING
INFORMATION TRANSMISSION Packages and labels communicate how to use, transport, recycle, or dispose of the package or product. Some types of information are required by governments.
The packaging and labels can be used by marketers to encourage potential buyers to purchase the product. Package design has been an important and constantly evolving phenomenon for several decades. Marketing communications and graphic design are applied to the surface of the package and (in many cases) the point of sale display.
SECURITY Packaging can play an important role in reducing the security risks of shipment. Packages can be made with improved tamper resistance to deter tampering and also can have tamperevident features to help indicate tampering. Packages can be engineered to help reduce the risks of package pilferage: Some package constructions are more resistant to pilferage and some have pilfer indicating seals.
Packages may include authentication seals to help indicate that the package and contents are not counterfeit. Packages also can include anti-theft devices, such as dye-packs, RFID tags, or electronic article surveillance tags, that can be activated or detected by devices at exit points and require specialized tools to deactivate. Using packaging in this way is a means of retail loss prevention.
CONVENIENCE Packages can have features which add convenience in distribution, handling, stacking, display, sale, opening, reclosing, use, and reuse.
PORTION CONTROL Single serving packaging has a precise amount of contents to control usage. Bulk commodities (such as salt) can be divided into packages that are a more suitable size for individual households. It also aids the control of inventory: selling sealed oneliter-bottles of milk, rather than having people bring their own bottles to fill themselves.
FOOD PACKAGING METAL MATERIAL
METAL MATERIAL Metals are elemental, aluminium and steel are therefore permanently available resources regardless of their many applications. Metal has always been valuable and has always been recycled.
A PERMANENTLY AVAILABLE RESOURCE The resources are of different types; biomass, fossil fuels, elements and minerals and are processed into materials that have fundamentally different intrinsic properties and characteristics. A variety of management strategies are therefore required for responsible stewardship of the different resources and materials.
NATURAL RESOURCES bauxite, iron ore, oil/petrochemicals, silica, trees, plants
MATERIALS
aluminium, steel, plastics, glass, wood, paper/board and combinations of materials
PACKAGING ITEMS cans, bottles, pouches, trays, films, tubes, boxes, cartons.
FOOD PACKAGING TIN CAN
A TIN CAN OR STEEL CAN is a sealed container for the distribution or storage of goods, composed of thin metal. Many cans require opening by cutting the “end” open; others have removable covers. Cans hold diverse contents: foods, beverages, oil, chemicals, etc.
“TIN” CANS ARE MADE OF TINPLATE (TINCOATED STEEL). IN SOME LOCATIONS, CANS MADE OF ALUMINIUM ARE CALLED “TIN CANS”. The tin can was patented in 1810 by British merchant Peter Durand, based on experimental food preservation work in glass containers by the French inventor Nicholas Appert the year before. Durand did not pursue food canning himself, but, in 1812, sold his patent to two Englishmen, Bryan Donkin and John Hall, who set up a commercial canning factory, and by 1813 were producing their first canned goods for the British Army. Early cans were sealed with lead soldering, which led to lead poisoning. Famously, in the 1845 Arctic expedition of Sir John Franklin, crew members suffered from severe lead poisoning after three years of eating canned food. In 1901, the American Can Company was founded which, at the time, produced 90% of United States tin cans.
MOST CANS HAVE IDENTICAL AND PARALLEL ROUND TOPS AND BOTTOMS WITH VERTICAL SIDES. However, where the small volume to be contained and/or the shape of the contents suggests it, the top and bottom may be rounded-corner rectangles or ovals. Other contents may justify a can that is overall somewhat conical in shape. The fabrication of most cans results in at least one “rim�, a narrow ring whose outside diameter is slightly larger than that of the rest of the can. The flat surfaces of rimmed cans are recessed from the edge of any rim (toward the middle of the can) by about the width of the rim; the inside diameter of a rim, adjacent to this recessed surface, is slightly smaller than the inside diameter of the rest of the can. Three-piece can construction results in top and bottom rims; in two-piece construction, one piece is a flat top and the other a deep-drawn cup-shaped piece that combines the (at least roughly) cylindrical wall and the round base; the transition between the wall and base is usually somewhat gradual. Such cans have a single rim at the top. In the mid-20th century, a few milk products were packaged in nearly rimless cans, reflecting different construction; in this case, one flat surface had a hole (for filling the nearly complete can) that was sealed after filling with a quickly solidifying drop of molten solder. Concern arose that the milk contained unsafe levels of lead leached from this solder plug.
TIN CAN MATERIALS
No cans currently in wide use are composed primarily or wholly of tin, that term rather reflects the nearly exclusive use in cans, until the second half of the 20th century, of tinplate steel, which combined the physical strength and relatively low price of steel with the corrosion resistance of tin. Use of aluminium in cans began in 1957. Aluminium is less costly than tin-plated steel but offers the same resistance to corrosion in addition to greater malleability, resulting in ease of manufacture; this gave rise to the two-piece can, where all but the top of the can is simply stamped out of a single piece of aluminium, rather than laboriously constructed from two pieces of steel. Often the top is tin-plated steel and the rest of the can aluminium. A can usually has a printed paper or plastic label glued to the outside of the curved surface, indicating its contents. Some labels contain additional information, such as recipes, on the reverse side. A label can also be printed directly onto the metal. In modern times, the majority of food cans in the UK have been lined with a plastic coating containing bisphenol A (BPA). The leaching of BPA into the can’s contents is currently (as of early 2010) being investigated as a potential health hazard.
STANDARD SIZE Metal can sizes used in industry in the U.S.A. are derived from nominal outside dimensions. Measurements are made of the empty round can before seaming on the packers’ end. While such dimensions may be expressed in inches, the custom is to use a conventionalized method in which three-digit numbers are used to express each dimension. The first digit indicates the number of whole inches in a dimension, and the second and third digits indicate the fractional inches as sixteenths of an inch. Thus: 303 x 406 means 3-3/16 x 4-6/16 inches 307 x 512 means 3-7/16 x 5-12/16 inches 603 x 700 means 6-3/16 x 7 inches The first three-digit number describing a round can indicates the diameter measured across the outside of the chime on the seamed end. The second three-digit number indicates the overall height of the can with one end on. In stating the dimensions of oval, obround, or obrotund cans, outside dimensions are used, the dimensions of the opening stated first, followed by the height. Thus, there will be three sets of figures: the first two being the long and short axis of the opening. Their interpretation in inches and sixteenths of an inch is the same as with round cans. An oval can might have the size given as 402 x 304 x 612, which would mean that the oval opening was 4-2/16 x 3-4/16 inches and the height was 6-12/16 inches.
YOU CAN COUNT ON THE CAN
!
The metal food can – more than 200 years old. Remains one of the most economical, environmentally friendly and, above all, safest packaging forms. New breakthroughs in metal packaging design have opened an exciting and fresh chapter in the life of the metal can, guaranteeing its place in the consumer market and pantry.
INNOVATION Grocery shoppers today can select from an array of easy-to-use and convenient metal packages, including: · Containers with twist-top, resealable lids · Easy-open cans with pull-tab lids made with steel, aluminum or plastic · Distinct, easy-to-grasp metal cans shaped like bowls, kettles and even squares.
NUTRITION The canning process delivers long-term food quality and product shelf life. Canned fruits and vegetables are picked and packed at the peak of ripeness, and since most canneries are located just a few miles from the field, food freshness is guaranteed. Once the cans are sealed and heat processed, the food maintains its high quality for more than two years.
ENVIRONMENTAL BENEFITS Food cans provide a way for consumers to maintain environmentally conscious behavior. Metal food cans are 100 percent recyclable. They’re recycling rate is more than two-and-ahalf times higher than that of most other packaging options. Steel food containers can be recycled again and again without losing strength or quality. And every ton of recycled steel saves 2,500 pounds of iron ore, 1,000 pounds of coal and 40 pounds of limestone.
SAFETY The metal food can enjoys an unparalleled safety record. Tamper-resistant and tamper-evident packaging give consumers the satisfaction of knowing that their food is packaged safely and securely.
PROJECT INRODUCTION PASTA CAN DO!
PROJECT BRIEF
Packaging Design for Busy Student and Work hard people. Who wants to complete everything quickly as they want. Not only staring as “Easy food” but also can be helpful for emergency situation Such as the earthquake or floods crisis, Instant Food always need for those kinds of situations. The packaging combined with dried pasta which has structer of production like instant noodle. The cooking instruction for make the pasta is easy for the person who is lazy to cook, just put hot water in can and put in the microwave 3 minutes, All sauce and pasta are ready for eat in anytime, anywhere. The pasta which chooiced to create to new line’s products of “Barilla” for Target consumers are 1. Carbonara Pasta 2. Pesto Genovese Pasta 3. Tuscana Sauce Pasta The most favorite dishes that matched to the target’s group around 15-25 ages. * For the begining of this project gave the example of graphic design on packaging only selected product “CARBONARA PASTA”
COOKING PREPARING.....
INTRODUCE MR.LAZY CHEF FOR PASTA CAN DO! PACKAGING DESIGN
INSPIRATIONS PACKAGING & DESIGN INSPIRATIONS
NAMING // LOGO EVOLUTION
NAMING CONCEPT As the main user is Lazy or Busy people, Whom want to find the product that they want directly and quickly. The main concept for naming of product should be “Easy and Clear” to understand from the first contact at retail’s shelf of product. For this project, I played with the word of “CAN” which could be meant to “Be able” or “The metal material made for food packaging” and linked with the main concept of product as “EASY PASTA” which anyone “CAN DO”.
PASTA CAN
PASTA CAN DO!
EASY COOKING
The conclusion of the naming of this project is, “PASTA CAN DO!”, simple, clear and easy to understand.
SELECTED!
PACKAGING STORY DESIGN & CONCEPT
CIAO! MR.LAZY CHEF May I introduce my MR.LAZY CHEF? Yes, he is EASY, LAZY CHEF who will come to cook your easy pasta for you! With originaly Italian dish which has the quality control as the same as Restaurant quality but! JUST IN 3 MINUTES! As everybody knew well that “instant food” has strong image of “Quick but not delicious”. Therefore, the solution for change and make the attention from consumer to other images of “Instant Food” is introduce something more special. From above idea break down to the solution of making one character, who is being the brand ambassador or well represent to the new image of product. The conclusion is, “MR.LAZY CHEF” who’s the character of this brand. For bring the attention to the character and point to the good point of product as “QUICK, EASY BUT DELICIOUS BY MR.LAZY CHEF” For cook (in microwave) your “DELICIOUS INSTANT PASTA IN CAN”
PACKAGING DESIGN CONCEPT From the point of view of main user whom almost of young people. The design concept of packaging would created in “HAND WRITING ILLUSTRATION WORK” For make eye catch and the attention from young people.
KEYWORDS FOR DESIGN INSPIRATIONS
YOUNG
EASY
CUTE
DESIGN INSPIRATIONS
Inspiration from Soup product in Can Which be able to microwave with Can. From Campbell’s company.
SKETCHES & LAYOUT
DESIGN & LAYOUT
GRAPHIC LABEL FOR PASTA CAN
GRAPHIC LABELING Hand Writing Graphic Illustration style aims to the main user as young people and make the eye catch with Cute hand writing illustraions works and character of “MR.LAZY CHEF” for made the identity of the product and packaging.
LAYOUT & DIMENSION
MICROWAVEABLE CAP For re-cook the product in Microwave user should peel off aluminium peel from the top of can and put the plastic cap on top of the can before put in the microwave for re-cook.
2 LEVELS OF CANS 3 MINUTES COOK PASTA CAN The characteristic of this product is 2 levels of cans. One is for Pasta (Instant Pasta, which be able to make by the same way as instant noodle with boiled water in 3 minutes.
01
PASTA CAN
JOINT LABEL JOINT 2 CANS WITH PLASTIC LABEL 2 kinds of cans had joint by heat shrink plastic label for easy operation and carry on retail’s shelf.
02 MICROWAVEABLE CARBONARA SAUCE CAN With Special metal package which be able to microwave with can user can re-cook pasta sauce by microwave in 3 minutes. *(Reference of microwaveable can from Cambell’s company packaging)
CARBONARA
SAUCE CAN
3D IMAGE SIMULATION
FRONT VIEW DESIGN WITH CUTE GRAPHIC AND HAND WRITING CHARACTER OF “LAZY CHEF” AND INGREDIENTS FOR COOK CARBONARA
BACK VIEW
SIDE VIEW with plastic label and specified illustration for each type of pasta.
FRONT VIEW WITHOUT PLASTIC LABEL
SIDE VIEW 02 with nutrition fact and ingredients information.