cornocopia Ritika Khinvasara
Ritika Khinvasara 102019406 Published by Swinburne University of Technology, School of Design, 2018 Printed in Melbourne by Digital Print HQ, Church Street All rights reserved No part of this publication may be reproduced or transmitted in any form or by means, electronic or mechanical, including photography, recording or any other information storage and retrieval system, without prior permission in writing from Swinburne University of Technology. Declaration of Originality Unless specifically referenced in the bibliography, the mark and all other material in this book is the original creation of the author. Copyright Agreement I agree for Swinburne University to use my project in this book for non-commercial purposes including: promoting the activities of the university or students: internal educational or administrative purposes: entry into appropriate awards, competitions and other related non-commercial activities to show my work in lectures and as an example for future students on line and face to face and in lectures. In some situations, this may involve repurposing the work to meet the requirement of Swinburne’s use. I agree to grant to Swinburne a worldwide, non-exclusive, irrevocable and free-of-fee license to use this project produced in DCO20001 in any way for non-commercial purposes. Signed Date : 26th October 2018
Contents PART 1 : Brand and Identity
7
Definitions
9
Examples
10
Competitors
12
Positioning Map
13
Case Studies
14
Brand Values
17
Mood Boards
18
PART 2 : Brand Development
21
Mission Statement
22
Proposed Names
23
Brandmark Sketches
24
Brandmark Directions
26
Finalised Concept
28
Rationale
30
Brandmark Positioning
31
PART 3 : Brand Documentation
33
Guidelines
34
Applications
42
References
62
PART 1
Brand and Identity
cornocopia Brand Guidelines
9
Definitions Branding
Brandmark = Logo
The development and maintenance of a brand
A graphic mark that represents a brand
Brand A company, or product, or something else,
Logotype = Letter Mark A brandmark consisting of letters
presented in ways that create an image
Figure Mark Identity
A brandmark consisting of one or more figures
The characteristics by which a brand is known
Combined Mark A brandmark consisting of letter/s and figure/s
Trademark A registered (legally protected) brandmark
Source : Per Mollerup; Marks of Excellence
Brand and Identity
10
Examples Brand Mark
Earth Pack
Genpak
Storaenso
GeoTegrity
Nature Works
Novamont
West Rock
Kent
Snact
The Packaging People
Foopak
Pac Trading
Tipa
Staley
Letter Mark
Elevate Packaging
World Centric
11
Combined Mark
Vegware
DB Packaging
BioPack
Go Green World
BioBag
Biotuff
Jenkins Freshpac Systems
Environmental Enterprises
EnviroChoice
The Food Packing Broker
Eco Gecko
Food Lion
Target
Domino’s
Wendy’s
Figure Mark
Brand and Identity
12
Competitors
Earthcycle
Environmental Enterprises
BioPack
Vegware
DB Packaging
Go Green World
Jenkins Freshpac Systems
World Centric
cornocopia Brand Guidelines
Stahlbush Island Farms
13
Positioning Map
Local
Simple
Complex
International
Where I want my brand to be
14
Case Study 1
Earthcycle Earthcycle is a company based of Canada. They manufacture compostable, recyclable and renewable food packaging. The Earthcycle line of trays cater to a range of end users, including fresh produce, deli and bakery. The color, the look and the feel of their packaging is organic. The logo is minimalistic, simple and uses earthy and subtle colors.
15
Case Study 2
Jenkins Freshpac Systems Enviro Pac is a series of Sustainable Packaging Products of Jenkins Freshpac, a company based in New Zealand. They manufacture packaging primarily for fruits and vegetables. These products are fully biodregradable and compostable. They have a simple logo and use rounded sans serif type which gives a soft and organic feel. Brand and Identity
16
Case Study 3
BioPak BioPak is a packaging company based in Australia and New Zealand. The manufacture sustainable food packaging supplies that are made from plants. They offer a wide range of products from coffee cups to cutlery to takeaway container and more. Their products are carbon neutral and after use, can be either recycled, commercially and/or home composted. They have a clean and well structured website and is easy to navigate. Their logo is simple but bold and uses rounded slab serif typeface as well as has earthy colors which reflect the kind of products they manufacture.
17
Brand Values Sustainable Sustainability is one of our core values. We believe in preserving our natural resources and lowering the carbon footprint.
Organic We make all of our products with natural resources and are chemical free. We make use of plant fiber, cornstarch and food waste to make our products.
Affordable We keep our production cost as minimal as possible so that people from all economic backgrounds gain access to our products.
Zero Waste
Zero Waste All of our products are 100% compostable and in return, our products enrich the soil, thus making a healthy contribution to earth.
Modern We keep up with all healthy trends in the market and change our products according to the needs and habits of the consumer.
Local We pride ourselves in manufacturing products that will suit the tastes and needs of Australian locals.
Brand and Identity
18
Moodboard
cornocopia Brand Guidelines
19
Brand and Identity
20
cornocopia Brand Guidelines
21
PART 2
Brand Development
22
Mission Statement Our primary aim is to reduce carbon footprint, reduce waste and promote a sustainable living. We do this by manufacturing 100% biodegradable and sustainable packaging for fruits and vegetables. Our packaging is purely made of organic materials like cornstarch and palm fiber. Our product can be recycled and the packaging material consists of vegetable and plant waste which act as a natural fertilizer and enrich the soil of your backyard garden when shredded and composted. Our products are designed to cater the needs of mainly Australian locals. We have a modern outlook and our products are designed to appeal the socially conscious youth.
Core Brand Understanding What We aim to promote a healthy living by manufacturing compostable packaging for fruits and vegetables especially suited for the Australian local.
How We do this by designing our products in a way that they can be recycled, composted and will blend with your soil and enrich it.
Why We believe that lowering the carbon footprint and reducing waste for a sustainable living is the need of the hour and our foremost priority.
cornocopia Brand Guidelines
23
Proposed Names Descriptive
Acronyms
Another language
Geography
Earth Pack
SusTerra (Sustainable
Sustineri
Victoria Fresh Pack
Just Compost
Terra)
Terra Firma
Hawthorn BioBlend
NutriWrap
BioMix (Biodegradable
Organi Sol
EcoPack
Mixture)
Organi Soli
Go Compost
Corn Vert (convert)
Terre Pac
Biodegrade
Bio Fuse (Biodegradable
Vert Mix
EnviroWrap
Fusion)
Go Vert
Eco Label
Bio-Act Pac
Bio Vert
Veggie FreshPack
Organi Pac
Gaia
Eco Cover
Enviro Blend
Khaad
Nutri Case
Bio Terra
Vasudha
Bio Case Terra Pack Terra Wrap Composted Bio Action EnviroCare Pac Go Local Terra Blend Terra Cycle Terra Mix
Fanciful
Neologisms
Mixology
Cornucopia
Mother Earth
Corn-o-copia
Epiphany
Justarch
Combo
Earthly
Goulash
Mishmash
Leaf Mold Corn case No Waste Pac Terra Cycle Enviro Box Organically Green Fuse
Brand Development
24
Brandmark Sketches Keywords : Compostable, Sustainable, Fresh, Biodegradable, Modern, Simple, Natural, Local, Recyclable
cornocopia Brand Guidelines
25
Brand Development
26
Brandmark Directions
cornocopia Brand Guidelines
27
Further Explorations
cornocopia
Brand Development
28
Finalized Concept
cornocopia
cornocopia Brand Guidelines
29
cornocopia
Brand Devolopment
30
Rationale
cornocopia This logo was finalized as it accurately depicts the core essence of the brand i.e. compostablity. The dotted line on the box represents the breaking apart of the packaging and blending in with the soil. The logo is dynamic, simple and modern. The colors chosen are fresh and earthy. The typeface used is a sans serif type with an even width as it gives a clean, bold and a modern look to the brand. Cornocopia or Cornucopia literally means abundance or fullness. This packaging aims to make to soil abundant with nutrients. Corn would be an essential ingredient of the packaging material. Hence, the name Corn-o-copia.
cornocopia Brand Guidelines
31
Brandmark Positioning
cornocopia
Brand Development
32
Local
cornocopia
Complex
Simple
International
cornocopia Brand Guidelines
33
PART 3
Brand Documentation
34
Primary Usage
62 mm
60 mm
cornocopia
24.3 mm
24.1 mm
cornocopia
cornocopia Brand Guidelines
35
Secondary Usage 110.5 mm
47 mm
cornocopia
44.3 mm
44.3 mm
cornocopia
Brand Documentation
36
Clear Space The minimum space to be left around the brand mark has to be the height of the letter ‘p’ used in the logo, at the size it is scaled to.
p p p
cornocopia p
cornocopia Brand Guidelines
37
Typography Cornocopia mainly uses Campton Medium in the brand mark and the applications to maintain consistency.
campton bold campton medium campton light
The quick brown fox jumps over the lazy dog.
Brand Documentation
38
Color These are the three colors of the brandmark and other graphic elements.
#f26722 C:0
R : 202
M : 75
G : 135
Y : 99
B : 93
K:0
#8dc63f C : 50
R : 141
M:0
G : 198
Y : 100
B : 63
K:0
#ffffff C:0
R : 255
M:0
G : 255
Y:0
B : 255
K:0
cornocopia Brand Guidelines
39
Primary Color This is primary brandmark and would be used where for all applications where color is possible.
cornocopia
cornocopia
Secondary Color This is secondary brandmark and would be used in the applications where color is not possible.
cornocopia Brand Documentation
40
Don’ts
cornocopia
cornocopia
Do not warp/distort the brandmark.
Do not overlap the logo and the name
Do not change the colors of the brandmark.
cornocopia cornocopia Brand Guidelines
41
Do not turn the brandmark upside down.
cornocopia Do not change the thickness of the lines in the logo.
cornocopia
Do not change the case of the text in the brandmark.
CORNOCOPIA Brand Documentation
42
Applications STATIONERY Business Card
Ritika Khinvasara +61 0474056318
cornocopia
cornocopia Brand Guidelines
info@cornocopia.com cornocopia.com
43
Envelope
Brand Documentation
44
Letterhead
cornocopia Brand Guidelines
45
Address : 3 Launder Street, Hawthorn, VIC 3122 Telephone : +61 0474056318 Email : info@cornocopia.com
cornocopia
10 October 2018 Ms Johanna Scott 2 Ronald St, North Box Hill 3128
Dear Ms Scott, 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 tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.
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 tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla
Sincerely,
Ritika Khinvasara CEO cornocopia
Brand Documentation
46
WEBPAGE
cornocopia Brand Guidelines
47
SLIDE PRESENTATION
Brand Documentation
48
EMAIL SIGNOFF
cornocopia Brand Guidelines
49
CLOTHING
Brand Documentation
50
TOTE BAG
cornocopia Brand Guidelines
51
VEHICLE
Brand Documentation
52
CARDBOARD BOX
cornocopia Brand Guidelines
53
BROCHURE
Brand Documentation
54
TRADE SHOW BANNER
cornocopia Brand Guidelines
55
BOX
Brand Documentation
56
BUS STOP ADVERTISEMENT
57
SIGNAGE
Brand Documentation
58
NOTEBOOK
cornocopia Brand Guidelines
59
PAPER BAGS
Brand Documentation
60
cornocopia Brand Guidelines
61
Brand Documentation
62
References Images : Brandmark Examples : https://pbs.twimg.com/profile_images/2474235267/f2m6yb0pilhjp4g4pt4f_400x400.jpeg https://yt3.ggpht.com/a-/ACSszfFUQv618-1Rah99T_LBYB_AXl9SftrcIzVP-Q=s900-mo-c-c0xffffffff-rj-k-no https://www.biopak.com.au/ https://www.jenkinsfps.co.nz/images/276-enviro-pac11.jpg https://www.jenkinsfps.co.nz/images/275-enviro-pac16.jpg https://pbs.twimg.com/profile_images/576131760737521664/UAmA7rf__400x400.jpeg https://pbs.twimg.com/media/Co9WVEPUEAAL6Bg.jpg https://www.biopak.com.au/image/productsRelatedResultImage/6755800167.jpg https://i.pinimg.com/564x/15/ae/91/15ae911ea69232f578501fdc8e8132d0.jpg http://coffeebags.net.au/images/TPP-logo-web-400px.png http://rysen-www-vzekuusaannq.stackpathdns.com/wp-content/uploads/2017/01/PacTrading_Logo.png http://cdn3.bigcommerce.com/s-qq5l39dqy4/product_images/uploaded_images/elevatetwitterlogo.jpg?t=1467060445 http://www.citycountry.net.au/wp-content/uploads/2017/09/420650-Foopak.jpg http://www.sydneylogos.com.au/wp-content/uploads/2014/09/Staley_L.jpg https://blogpull-tlu7l6lqiu.stackpathdns.com/wp-content/uploads/2016/12/BioBag-logo-EPS-File-400x276.png http://www.thefoodpackagingbroker.com/assets/img/logo.png https://www.mygreengadgets.com.au/files/biotuff_logo.png https://envirochoicepackaging.com.au/press/wp-content/uploads/2017/07/logo-transparent.png https://images.pexels.com/photos/259648/pexels-photo-259648.jpeg?auto=compress&cs=tinysrgb&dpr=2&h=750&w=1260 Moodboard : https://i.pinimg.com/564x/ea/62/e6/ea62e60e96417e632df226c1aa3c7e71.jpg https://i.pinimg.com/564x/fa/d7/21/fad7213be0a235450ac6b556f6ff6139.jpg https://i.pinimg.com/564x/6d/f7/e8/6df7e82367f317373d95a778ff7ea100.jpg https://i.pinimg.com/564x/a6/7a/b5/a67ab57f2d211c34d32dcc024f778054.jpg https://design-milk.com/images/2015/06/FOODSCAPE_arachide04.jpeg http://purepng.com/public/uploads/large/purepng.com-westrock-logologobrand-logoiconslogos-251519938196vvilf.png https://yt3.ggpht.com/a-/ACSszfH-K1va8Sp1W7OXT7l2EQqecviLWCprZllDTw=s900-mo-c-c0xffffffff-rj-k-no https://i.pinimg.com/564x/35/5a/97/355a97e42abd6ddf9300b7a310ec0ba5.jpg https://i.ytimg.com/vi/c-YcmTMGy4E/maxresdefault.jpg http://environmentalenterprises.com.au/wp-content/uploads/2016/07/food-packaging-australia-environmental-enterprises.png https://pbs.twimg.com/profile_images/971531234839965696/Xf-j1v7g_400x400.jpg http://www.stahlbush.com/wp-content/uploads/2016/01/stahlbush_logo.png https://preview.thenewsmarket.com/Previews/LEID/StillAssets/800x600/470523_v2.JPEG http://www.logo-designer.co/wp-content/uploads/2017/10/2017-b-and-b-studio-unveils-new-branding-packaging-design-snact.png https://encrypted-tbn0.gstatic.com/images?q=tbn:ANd9GcSgl2TyPbJtlh9ZgepoyA_JpxdA_iRYiGIBrXlsbtuVS3pcLlPw First page image : https://images.pexels.com/photos/259648/pexels-photo-259648.jpeg?auto=compress&cs=tinysrgb&dpr=2&h=750&w=1260 Photo by Manuel Joseph from Pexels
63
64