PAFF DESIGN packaging fall 2015
Seasoned™ // process book 01 02 03 04 05 06
SECTION TITLE
2
01
INTRODUCTION
Seasoned™ // content
About Seasoned™ About The Industry
08 10
02
RESEARCH Research 14 Target Audience 16 Mind Map and Keywords 12
BRAND DEVELOPMENT Brand Statement Logo Ideation Final Logo Color System Typeface
22 24 28 30 32
04
PACKAGING Concept Ideation Final System
42 44
CONTENT BRAND ASSETS Visual Assets Stationary Seasoned App
56 58 60
05
CONCLUSION Let’s Eat
64
Seasoned™ // introduction
01 IN
DUCTION
NTRODU
N
CONTENTS
About Seasoned™ About The Industry
08 10
01 02 03 04 05 06
INTRODUCTION
8
01 ABOUT SEASONED™ a brand dedicated to bringing good food to good people
Seasoned™ is a subscription based company dedicated to bringing nutrient rich meals to the doorsteps of the elderly. Many people today are well fed yet under nourished. Why is this? We (Americans especially) are on a diet high in content, that being carbs, sugars, and starches, yet low in nutrients that are essential for a healthy body. The problem here is food education. Most people don’t know what their
food contains, where it came from, who made it, or what it’s providing for their health. Seasoned™ wants to help change that. Not only do we make it easier for consumers to shop, make, and access groceries, we inform them on what foods they should be eating for their particular age group. As humans age our diet grows with us. Though many people go on eating the same things all their life,
chicken fingers and French fries won’t help you live to see 105 years of a rich life. So we cater to the individual diet of our consumers so that they can get the most out of their food. Another aspect of our brand is informing people where their food comes from. Who grows it, where it was raised, how it was raised, how did it get from the farm to your dinner plate? We want everyone to be
informed about food and it’s life cycle. Thats why we want you to meet our farmers and suppliers. Food is important, where that food came from should be equally important.
let your food work for you
THE INDUSTRY The Seasoned™ consumer is 1. human and 2. hungry. We don’t want to limit our market reach yet at the same time a brand needs a target demographic. For us it’s the individual approaching the “senior citizen” mark in their life. They start to notice changes in their physical life that may not agree with how they feel mentally. So they begin to become increas-
ingly health conscious, wanting to get the most out of their life—staying active, eating well, and living well. We understand that they have a changing diet but may not want to actually change they way they eat. Our food meets both the nutritional aspect of a changing diet and the flavor aspect of a traditional diet.
intended for, but not limited to…
01 02 03 04 05 06
INTRODUCTION
10
Seasoned™ // research
02
RCH R
RESEARC CONTENTS
Research Target Audience Mind Map and Keywords
14 16 18
01 02 03 04 05 06
RESEARCH
14
02 RESEARCH good design stems from good research
In researching for this project many interesting factors arose that had to be designed around. The dietary needs of the consumer, the different types ingredients, liquids vs solids, frozen vs room temp, budget, Eco responsibility, and many more. All of these contributed to the overall design and aesthetic of the brand. The internet and library couldn’t be the sole
source of research. Field work was also a part of the process, visiting grocery stores to study different packaging materials, pop displays, and overall food package design in it’s environment. Prepping and cooking various recipes to see how they could be streamlined, simplified, or overall changed to cater to the Seasoned™ demographic.
%50 of design is research %30 is screwing around %20 is actual design work
TARGET AUDIENCE The Seasoned™ consumer is 1. human and 2. hungry. We don’t want to limit our market reach yet at the same time a brand needs a target demographic. For us it’s the individual approaching the “senior citizen” mark in their life. They start to notice changes in their physical life that may not agree with how they feel mentally. So they begin to become increas-
ingly health conscious, wanting to get the most out of their life—staying active, eating well, and living well. We understand that they have a changing diet but may not want to actually change they way they eat. Our food meets both the nutritional aspect of a changing diet and the flavor aspect of a traditional diet.
intended for, but not limited to…
01 02 03 04 05 06
RESEARCH
16
01 02 03 04 05 06
SECTION TITLE
18
nutrition culture experience sensory social KEY WORDS
The five keywords that came from the search and development on the act of preparing cooking a meal. Food is largely a cultural thing that we share amongst friends and family, but it’s primary function is to provide a nutritional benefit to our bodies.
03
B
CONTENTS
Brand Statement Logo Ideation Final Logo Color System Typeface
22 24 28 30 32
DEVELOP
PMENT
Seasoned™ // brand development
BRAND D
01 02 03 04 05 06
BRAND DEV.
22
03 BRAND STATEMENT for the Seasoned™ individual
Seasoned™ is a subscription based company specializing in local grown organics.
LOGO IDEATION From the start the logo felt as if it had to be a type solution. Simple, clean, and effective. It didn’t have to overwhelm the customer or excite them with visuals, the food itself would do that. Rather the logo should serve as a dish to let the food and color stand out and be the
star of the show. Simple might sound simpler yet it’s harder to find the clean route that conveys what you need as opposed to a see-say symbol. Before the final logo was devised, heck before the final name was chosen, there were several rounds of thumbnail sketching.
simpler doesn’t mean easier
01 02 03 04 05 06
BRAND DEV.
24
01 02 03 04 05 06
BRAND DEV.
26
logo main clearspace
FINAL LOGO SYSTEM
logo leaf symbol
logo four seasons
The final logo is bold, simple, and modular. The typeface is set in Verlag Bold all lowercase for a more inviting and playful feel. The symbol resting above the “o� is a leaf, a flame, an aroma arising from a dish. It represents many aspects of the experience of cooking. The modular aspect of the logo comes in the color and the movement/addition of the symbol which also begins to represent the four seasons, spring, summer, fall, and winter.
COLOR Color plays an important role for the Seasoned™ brand. The palette begins with three courses of grays that allow the more saturated hues to come forward. Each of the four colors represents a season as well as a food type, meat, liquid, fruits and vegetables, and grains.
pms warm gray 3c
pms cool gray 6c
pms 438c
c25 m24 y28 k00 r194 g183 b175 hex #c2b7af
c35 m29 y27 k00 r170 g169 b171 hex #aaa9abf
c54 m65 y60 r89 g68 b67 hex #594443
01 02 03 04 05 06
BRAND DEV.
30
k41
pms 7746c c38 m22 y95 r170 g170 b65 hex #a9ac40
pms 1595c k00
c02 m73 y98 r220 g96 b22 hex #dc6016
pms 7511c k00
c28 m50 y98 r190 g120 b40 hex #ba7828
pms 7709c k10
c70 m06 y30 k00 r100 g180 b190 hex #62b1bd
ITS OUR LOGOTYPE
01 02 03 04 05 06
BRAND DEV.
32
ABC VERLAG LOGOTYPE
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,.!@#$%&?
THERE IS NO SINCERER LOVE THAN THE LOVE OF FOOD.
01 02 03 04 05 06
BRAND DEV.
34
XYZ HELVETICA NEUE HEADERS
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,.!@#$%&?
BARBECUE MAY NOT BE THE ROAD TO WORLD PEACE, BUT IT’S A START.
01 02 03 04 05 06
BRAND DEV.
36
123 ARCHER PRO BODY
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,.!@#$%&?
Seasoned™ // packaging
04
GING P
PACKAGI CONTENTS
Concept Ideation Final System
42 44
01 02 03 04 05 06
PACKAGING
40
04 PACKAGING CONCEPT sometimes we don’t have to reinvent the wheel
The packaging had to be simple and easy to use while remaining environmentally conscious, malleable, and cost effective. With this in mind a system was developed that would work with any of the Seasoned™ recipes. The solution was a series of bags and boxes that could be used to hold a variety of products. What was in the container would be revealed by the color of it as well as a stick on label. This drives the cost down
when dealing with hundreds of orders and thousands of ingredients. Seasoned™ simply orders the containers in bulk at a low rate then packs and labels them in house.
solution was best. Clean packs, some with clear die-cut windows to reveal the product, and tear off tetra packs where what was chosen.
Before arriving to the solution many hundreds of ideation were developed and tested as a possibility. Rather than trying to reinvent the wheel, it was clear for out target audience and for the diversity product itself, that a simple and straightforward
Good design is as little design as possible
PACKAGING IDEATION As mentioned earlier, many rounds of ideation were conceived before arriving at the final solution. Sketching, researching and imagining are an important aspect of the design process. Fully understanding how the packaging would work, the ease of use, the environmental footprint, the aesthetic of it, all stems from the research and development stage. All of it is equally if not more important than the final design itself.
01 02 03 04 05 06
PACKAGING
42
FINAL PACKAGING The final system makes use of color and image. The outer box is simple, clean, white, and blank. Once the customer opens it a palette of color is revealed to ignite the senses and excite the user. The images that live on the back of the packaging also reflect the type of meal and type of ingredient in each package. This can be seen on pg 46.
01 02 03 04 05 06
PACKAGING
44
THE FLOATING FOOD
Each packaging has images of the type of food it contains on the back. Meat, grains, or fruits and veggies.
01 02 03 04 05 06
PACKAGING
48
Seasoned™ // final packaging 01 02 03 04 05 06
SECTION TITLE
50
Seasoned™ // brand assets
05 B
ASSETS
BRAND A CONTENTS
Visual Assets Stationary Seasoned App
56 58 60
01 02 03 04 05 06
BRAND ASSETS
54
03 BRAND ASSETS LETS PUT OUR BRAND ON STUFF
The Seasoned™ brand has a variety of assets from our visual merch to our online app. All of which must stay on brand and consistence with out look and feel. We used the floating food imagery along with our strong color palette to create a brand look that has a level of sophistication while still being playful and inviting. This is seen on our packaging, our stationary, our UI, and every other piece of collateral we own.
Good design is thorough down to the last detail
VISUAL ASSETS A series of visuals were created to help brand Seasoned™ so that the look and feel of the brand would match the look and feel of cooking. Various food products were shot and assembled to look as though they were floating in zero gravity or as if someone had tossed them in the air to initiate a food fight.
The loud and excitable images act as a good counterpart to the brands clean aesthetic to bring balance into the equation. Although the images have a lot going on, they don’t scream at the viewer for attention. The images can be used in advertisements, on stationary, and on packaging.
food is fun cooking is messy the design should reflect that
01 02 03 04 05 06
BRAND ASSETS
56
BRAND STATIONARY Color and image work together on our stationary the same what they do on our packaging. The system comes in a variety of brand colors and images so employees have the option of choosing and combining their favorite color combos.
01 02 03 04 05 06
BRAND ASSETS
58
SEASONED APP The Seasoned™ app is available to all our customers so that they can get the most out of their subscription. It allows them to pick and plan meals, set delivery dates, track packages, look up meals, and much more. The home screen allows the user to see the latest Seasoned™ news, check out our latest recipes and even see where
their food is coming from. We think it’s important to educate people on where their food grows, who works hard to get it to the table, and how those farmers chose to produce their food. We give people a chance to meet our suppliers and learn about the food they will be enjoying.
meet the people who made the food you’ll be enjoying
01 02 03 04 05 06
BRAND ASSETS
60
Seasoned™ // conclusion
06 C
LUSION
CONCLU
N
CONTENTS
Let’s Eat
64
01 02 03 04 05 06
CONCLUSION
64
06 LETS EAT DINNER IS SERVED
After all the prepping, after all the mixing, reading, and visual vomiting, a design solution is finally arrived at. It’s rewarding to have a final design piece, yet to those that contributed to it’s creation there’s always something to be changed or added upon. We as designers are never finished. For now, the solution is here and working quiet well, ten, twenty, thirty years down the road, only then will it be known how good of a job was done.
Like cooking, only after we have done the grunt work can we sit down, look at our efforts and truly enjoy the full Much of the Seasoned™ aesthetic was built around simple design principles and especially those of Dieter Rams. 1 Good design is innovative 2 Good design makes a product useful 3 Good design is aesthetic 4 Good design makes a product understandable
5 Good design is unobtrusive 6 Good design is honest 7 Good design is long-lasting 8 Good design is thorough down to the last detail 9 Good design is environmentally-friendly 10 Good design is as little design as possible
01 02 03 04 05 06
SECTION TITLE
66