good oats Process Manual
Table of Contents 4
Introduction
5
Research
10
Brainstorming
13
Logo Development
15
Graphic Standard
26
Packaging
3
Introduction Good Oats is a breakfast cereal brand that specializes in wholesome ingredient oatmeal in 100% compostable and biodegradable packaging. Eating Good Oats will make you feel good about nourishing your body and protecting the environment you live in.
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Research I first researched things found in nature that could be inspirational for the biomimicry in my packaging. I chose to investigate lotus leaves, gecko feet, and termite mounds. I found that all these things found in nature had unique characteritics that could be incorportated into my packaging. However, I focused on the termite mound for my packaging because they are durable in almost any environment and they are able to retain their internal temperature, which are qualities I wanted in my packaging.
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Case Study: Lotus Leaves
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Form & Function
Application
Sustainability
Lotus leaves look smooth and waxy to the naked eye. However the German botanist Wilhelm Barthlott discovered that lotus leaves are covered in micrscopic bumps which aid in water repellent. This is called the lotus effect.
Scientists have tried to mimic the plant’s water resistant and self cleaning properties. Many scientists, engineers, and manufacturers believe understanding the properties of this plant can help them design highly water repellant materials for common applications.
Products created to mimic self cleaning qualities (like paint) are sustainable because they reduce the need for cleaning detergents that can harm the environment and it lowers the cost of labor.
When water droplets fall on a lotus leaf, they only touch the surface at a few points on these bumps. A slight tilt to the leaf enables water droplets to roll off. These droplets wash away dirt as it rolls of the leaf, therefore the leaves stay dirt free without using detergent or using energy.
Highly water repellant material can be used for textiles to keep clothing dry, can be applied to airplanes to prevent ice formation on wings, can be applied to ships to help them hull faster, and for much more.
In all, lotus leaves are special because they are highly water repellant (superhydrophobic) and have the ability to self clean.
Also the plant’s self cleaning property can be applied to a variety of surfaces and implemented in paint, textiles, and glass.
Sources: http://www.asknature.org/ strategy/714e970954253ace485abf1cee376ad8 http://news.nationalgeographic.com/ news/2003/02/0227_030227_lotus material.html http://lotusrock.com/what-is-lotus-rock/
Case Study: Gecko Feet
Form & Function
Application
Sustainability
Millions of tiny hairs cover the surface of gecko feet pads. These tiny hairs are special because they allow geckos to grip onto virtually any surface. This is called “contact splitting”, when an enormous surface area of the split-end hairs creates a region of attraction on the reptile’s feet.
Scientists mimick the gecko’s adhesive functions to create synthetic adhesive materials. Northwestern University developed a new adhesive that can be used on dry and wet surfaces called “Geckel”. This product is more effective than traditional adhesives because it works on dry and wet surfaces. This new adhesive can be used in various designs for textiles, packaging, bandages, mounting televisions, and even incorporated in robots.
New adhesives like Geckskin are sustainable because they are not made of tons of harsh chemicals. Geckskin adhesive is made of fabrics like nylon, kevlar, and carbon fiber which eliminates the production of volatile organic compounds emitted into the environment.
Similarly, University of Massachusetts Amherst designed a super adhesive called “Geckskin”. Geckskin is so strong that an index card size can hold 700 lbs. and can easily be released without leaving behind residue.
Sources: http://www.asknature.org/strategy/ e105a350d253a9f81c3fe1c3ae5ee34f http://www.asknature.org/ product/66a91c620752a04ad575e1ee06365607 https://geckskin.umass.edu/images http://www.wallstreetotc.com/swift-stickygeckos-hang-toe-hairs-setae/ 27077/
It is unknown how geckos manage to keep their feet clean while walking with sticky toes. However its noteworthy how there are not any adhesives that can self clean, except gecko feet. Geckos with dirty feet are able to cling to surfaces after only a few steps. Some researchers believe this reptile’s self cleaning function occus through energetic disequilibrium between adhesive forces and dirt. It is suggested that gecko self cleaning is intrinsic.
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Case Study: Termite Mounds
Form & Function
Application
Sustainability
African termites build large mounds pointing north and south. Termite mounds are unique because they use a clever system of air pockets to ventilate the structure naturally via convection. Termites create several tunnels to let air flow through the structure. Mounds maintain a constant internal temperature despite the harsh weather temperatures that can fluctuate 40 degrees outside.
Architects like Mick Pearse look at termite mounds to construct energy efficient buildings that have good air ventilation. Pearse produced a high rise building that does not have any air conditioning, but can still remain cool. He studied termite tunnels and chimneys and incorporated it into his building-- the Eastgate Centre. This building has large chimneys that draw in cool air to floor slabs at night. Then during the day, the floor slabs retain the cool temperature which reduces the need for supplemental air conditioning.
Building structures like termites is sustainable because it uses less energy and power to fuel air conditioning systems. Instead, temperature is controlled by natural ways of cooling. If done correctly, natural cooling can save up to 90% of energy normally used to heat and cool traditional buildings.
This self cooling function can be applied not only to architecture but also to food packaging.
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Sources: http://www.asknature.org/ strategy/0b6de7e76091446430d275b2c52473dd http://www.asknature.org/ strategy/8a16bdffd27387cd2a3a995525ea08b 3#.VB52Ry5dUa0 http://news.nationalgeographic.com/ news/2013/07/130703-air-conditioningbiomimicry-natural-cooling/ http://jonkohrs.me/author/jdkohrsgmail-com/
Creative Brief
1. Needs
4. Background
We live in a fast paced society and sometimes it is difficult just to find time to make breakfast. Breakfast is the most important meal in our day that keeps our bodies healthy. Yet so many people skip out on it because they do not have enough time. The current instant oatmeal market lacks products that are healthy, contain wholesome ingredients, and are sustainable. Most instant oatmeal to-go packaging contains plastic or does not have a sufficient re-sealable cover to make oatmeal bowls durable enough to carry on the go.
There are various brands on the market selling instant oatmeal to-go bowls such as: Quakers, Modern Oats, Hot Oats, Superfood Cereals, Dr. McDougall’s, Canyon Oats, and Earnest Oats. Generally, the packaging for this product is a wide cups/bowls. Packaging usually shows a bowl of oats with images of the ingredients or flavors included. Most packages use warm color palettes like red, orange, tan, and brown. All of these products are either stored in a coated paper or made of plastic. Some lids/covers can be easily torn and are not re-sealable. Containers on the market are not very durable, therefore they are not very convenient to use on the go. Also they are not sustainable or reusable.
2. Project Objective Create sustainable packaging made from biodegradable materials for oatmeal to-go product. The packaging will minimize waste and have minimal environmental impact by being versatile enough to be refilled or reused.
5. Message A wholesome breakfast oatmeal to fuel people on the go in a convenient, durable, and environmental friendly cup.
3. Project Strategy The company specializes in wholesome ingredient oatmeal to-go. The packaging consists of a bowl narrow enough to fit in a cupholder and will have a sealable cover lid. There will be magazine ads, bus/subway ads, delivery truck, and website to inform audience on products and how to purchase. Physical dimensions: Bowl/cup size= 2.5 inches (bottom width), 3.5 inches (top width), 3.75 inches (height)
6. Audience Age: 18- 25, young adults Occupation: Students, Young Professionals Country: USA Targeted to people who are on the go or do not have time to cook breakfast every morning
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Brainstorming Choosing a product was challenge because there are endless amounts of items to redesign packaging for. However I knew from the beginning that no matter what product I chose, I wanted to make sure I could solve some sort of problem with the product’s current packaging. I spent a lot of time narrowing down the products before I could create a strong logo and brand identity.
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Choosing a Product
I thought of three food products that I consume a lot. I wanted to be familiar with the product so I could understand what the issues are with its current packaging. The three items I chose were instant oatmeal in a bowl, almond milk, and round rice crackers. I made a list of all the issues I could think of with each product. I decided to choose oatmeal in a bowl because I found the most issues with it’s packaging and I consumed it the most out of all the other products. I felt like I have a good understanding of the product that would help me design a better packaging for it.
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Choosing a Name
I wrote any words that popped up in my head when I thought of portable oatmeal on Post-it notes. Then I organized the Post-it notes in a mind map tree. With this method, I could get an overall sense of the words that describe my product. I also could easily pair keywords together to make phrases. Some words phrases that stood out to me were “bolt”, “good oats”, “good to go”, and “go”.
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I wanted to use those words or phrases as my brand name, but I was still having trouble narrowing it down to just one name. To help me choose, I drew quick thumbnail sketches of what the logos might look like if I chose “bolt oats” or “good oat” as the name.
I soon discovered that “bolt oats” was difficult to say and did not read very well in logo form. “Good oats” flowed better as a name and it also captured the feeling one gets when eating warm oats. Also, since “good oats” has an equal amount of letters in each word, it had more versatility as a logo design.
Logo Development
After I chose the name “good oats”, I wanted the logo to be simple so it could be recognizable. I also was very inspired by the letterforms in “good oats” and tried to emphasize the letterforms in the logo.
To get inspiration, I looked at images of oats. Because oats have a round shape, I thought I could try to use the letter “G” to make an oat.
G 13
Final Logo
After many iterations, the final logo has characteristics of a rolled oat and shows off the “G” letterform. I gave the logo an orange color to reflect the warm feeling you get after consuming oatmeal. I also I incorporated “good oats” text in the Memphis typeface to complement the logo.
good oats
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Graphic Standard In order to create a cohesive and strong brand, I had to produce a graphic standard that lays out all the rules for the brand identity. It states how the logo should be used and what the logo can be applied to.
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Graphic Standard: Preliminary Layout
I created a basic layout of my graphic standard by drawing thumbnail sketches. I primarily used a four column grid to organize all the content.
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Graphic Standard: Logo
Primary Mark
Clear Space
The primary mark is used for a majority of of applications until the mark needs to be placed in a smaller constricted space, where vertical format is more ideal. The primary mark is used in all business system pieces.
The minimum clear space around the logo is equal to one “o� in the logotype.
good oats
o o
o
o good oats o
Secondary Mark
Minimum Size
The secondary mark is used when the primary mark can not be used legibly within a space. The secondary mark is ideal for advertisements and promotional items.
The logo has to be clearly represented for each form of communication. Logos should not be reproduced in sizes smaller than 1 in. for print and 65 pixels wide for digital applications.
good oats
good
oats
1 in.
Web
good oats 65 px
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Graphic Standard: Logo Usage
Unacceptable Logo Usage
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Distortion
Rotation
Do not distort the logo in any way. Refer to the clear space requirements to make sure there is enough breathing room.
Do not rotate the logo at any angle. Doing so will affect legibility and fails to show the “G� form.
good oats
good oats
Different Typeface
Orange & Black
Do not use any other typeface for the primary and secondary logo. Only Memphis can we used for the logotype.
Do not use orange and black together. We do not want to ruin our color scheme and look like the San Francisco Giants, nor Halloween.
good oats
good
oats
ats o od o g
good oats
good oats
Acceptable Usage
Grayscale / B&W
On Colored Background
This version can be used for print and web.
Logo should be white when placed on a colored background.
good oats
good oats
good oats
Full Color Refer to the color palette for approved colors.
good oats
good
oats
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Graphic Standard: Color Palette
Together these colors represent Good Oat’s warm, iniviting mood.
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#E99E39
#D9DC8D
#F5E5A2
#AF9F99
R:233 G:158 B:57
R:217 G:220 B:141
R:246 G:230 B:141
R:176 G:160 B:155
C:7 M:42 Y:90 K:0
C:17 M:4 Y:56 K:0
C:4 M:6 Y:43 K:0
C:33 M:32 Y:37 K:0
#808284
#231F20
R:128 G:130 B:132
R:35 G:31 B:32
C:0 M:0 Y:0 K:60
C:0 M:0 Y:0 K:100
Pantone P 179-9 U
Pantone P Process Black
Graphic Standard: Typography
I chose Memphis because I liked the thick slabs that grounded the logo. Because memphis is a slab serif typeface, it had a bold quality that reflected the heartiness of oats. To complement Memphis, I chose Univers because it is lighter and provides a nice contrast.
Memphis - Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
For headers use Memphis Medium at size 16 pt. or greater. For body copy use Univers 45 Light at size 8 - 12 pt. To emphasize text in body copy use Univers 45 Light Oblique.
Univers 45 Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Univers 45 Light Oblique
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
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Graphic Standard: Business System
A cohesive business system helps the company communicate while staying true to brand identity. The following gives information on how to format the business system.
Letterhead Size 8.5 x 11 in.
good oats
Typeface Univers 45 Light Color C:0 M:36 Y:99 K:0 Logo mark P Process Black Body copy, footer contact information
1500 Shasta Dr. Davis, CA 95616
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510-702-9919
info@goodoats.com
goodoats.com
Business Cards Size 3.5 x 2 in. Typeface Univers 45 Light Color C:0 M:36 Y:99 K:0 Logo mark
Samantha Manning
good oats
1500 Shasta Dr. Davis, CA 95616 510-702-9919 sam@goodoats.com
Front
Back
P Process Black Body copy
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Envelope Size 4.125 x 9.5 in. Typeface Univers 45 Light Color C:0 M:36 Y:99 K:0 Logo mark P Process Black Mailing addresses
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good oats
1500 Shasta Dr. Davis, CA 95616
Graphic Standard: Applications
I created some applications where the logo can be placed to either promote or advertise the product.
Billboard will feature either an engaging phrase or eye-catching image. It will promote the company and must have web address.
Website will provide more information about the company, advertise new products, and sell products.
Tote bag given as promotional item at college campuses, conventions, special events, etc.
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Packaging The packaging needed to be simple and convenient to use. I wanted it to look clean to not overwhelm the customer with unnecessary information. I also made sure it was the proper size to fit in a wide range of people’s hands and to fit in cup holders.
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Researching Materials
It wanted my packaging to minimize waste and be biodegradable. I researched different materials online that were either compostable or biodegradable. I found a styrofoam like material made out of mycelium, which is found in mushrooms. This material is unique because it is lightweight, yet super strong and durable. Today it is used to create padding for shipping wine bottles, for car bumpers, and even used to make surfboards. Also, since this mycelium material binds together like styrofoam, it has insulation properties that would be very useful for keeping food warm.
I also was inspired by seed paper. I thought it would be interesting to include seed paper inside the packaging to grow your own herbs, microgreens, or flowers. This way, the consumer gives back to the environment in a postive way and waste is minimized.
This material seems ideal for sustainable food packaging because it biodegrades into almost nothing within a few months. All it needs is exposure to soil to start to break down. The mycelium will also improve soil quality by adding nutrients to the soil. Overall, this material has a lot of potential to be used for oatmeal packaging. I liked this material becaue it reminded me a lot of the properties found in termite mounds. I wanted to make my packaging out of this mycelium, but since I do not have access to this material, I had to make my packaging out of heavy cardstock.
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Developing the Packaging
I decided early on that I wanted the oatmeal container to be narrower like a cup, compared to the bowl shapes traditionally made. I made a mockup of a oatmeal cup and lid. I did not want the lid to be generic, so I drew a few sketches of different types of lids or covers to use over the cup. However, these lids did not seem very durable or re-sealable. So I came up with the idea to make a compartment in the lid, similar to the tunnels that go through termite mounds. Different flavorings or topings could be stored in this compartment, which would allow consumers to put in as much or as little toppings as he or she desires. I also found a spoon that has a hinge that allows it to fold in half. I thought it would be good incorporate the spoon into the packaging so customers do not have to worry about bringing a spoon with them when they want to eat the oatmeal.
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Creating the Packaging
Using my mockup, I made more precise measurements to create a template for my packaging. I laid out all the pieces I would need to cut out on an 11 x 17 inch document. I had the document printed out at Copyland on different cardstock weights. I ended up choosing 100 lb. weight because it was sturdy, yet still pliable to roll in a cup shape. To assemble the packaging, I used an X-Acto knife and scissors to cut out the templates. Then I used craft glue and a paintbrush to apply adhesive to the cardstock.
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Final Packaging
This is the completed packaging with spoon included in the lid. Underneath the spoon is the compartment for flavorings or toppings like dried fruit and nuts.
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Good Oats Process Manual Samantha Manning DES 116 at UC Davis Summer Session II, 2015