PROCESS MANUAL Samantha Yip
“Extremes are easy. Strive for balance. ” Colin Wright
TA B L E O F C O N T E N T S 5
Introduction
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Inspiration & Development
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Graphic Standard
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Packaging
INTRODUCTION We at Balance Bowl have a strong belief that the key to a balanced day is by starting it off right with a healthy meal. With the hustle and bustle of the day to day, we know that it gets difficult to find time to pack a snack let alone eat a good breakfast. This is where we believe we can help! With it’s unique and compact packaging, Balance Bowls can fit perfectly into bags, backpacks, folders, and some pockets, making it the perfect meal on the go! Unlike other brands of instant oatmeal, Balance Bowls come in it’s own ready to eat bowl. Just pull the top up, peel back the lid, add in some hot water or milk, and stir with the built in spoon and you’ve got your breakfast wherever you go. Our brand promotes health, well-being, and a balanced quality of life. We believe that through quality ingredients and sustainable practices, we can bring our customers a product they deserve.
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INSPIRATION & DEVELOPMENT
C R E AT I V E B R I E F
NEEDS
PROJECT OBJECTIVE
P R O J E C T S T R AT E G Y
The project needs to align with needs and wants of my target audience. The packaging needs to be convenient and modern and the marketing strategy needs to be simple, fun, and relatable rather than the typical child-like marketing strategies of most breakfast brand.
The packaging for my instant oatmeal has to fit into the fast paced lives of my target consumer; therefore, the package needs to be compact and should have dual functions––a flat package for the dry oatmeal and a bowl for when the product is to be consumed. The objective of my project is to create a brand and package that is modern and sophisticated, as well as multi-functional.
By the end of the quarter I hope to have a fully developed brand and product that resonates with my target audience. This will be done with fun marketing strategies such as billboard and transportation ads, a mock-website, and multi-use business cards. The finished package should be compact, convertible, and sustainably produced.
BACKGROUND
MESSAGE
AUDIENCE
There are quite a few brands of instant oatmeal currently in the market, though most are not quite as well-known as Quaker Oatmeal. However, upon further research, I found that there were not as many brands that offered their instant oatmeal in the to-go bowl form. I hope to fill this gap in the market with my product by having the Balance Bowl not only come in a flat package but also fold into a bowl when the oatmeal is to be consumed.
With projects, papers, and everyday stresses weighing us down, it’s hard to find a healthy balance in our lives. Start your day off right and find your balance whether you’re rushing off to work, school, or the great outdoors!
My target audience are those who are constantly on-the-go yet want to live a healthy and balanced life–– hence the company name, Balance Bowl. These consumers are around twenty years old and older who want a more sophisticated and wholesome option for an instant breakfast product in comparison to brands such as Quaker Oats.
THE NAME
Before Balanced Bowl, the brand went through a series of names that would hearken to the product’s physical and natural characteristics.
Through word association of the actual product itself, as seen in the image on the right, we found a name that fit the ideals of the brand–– balance in everyday life through healthy eating, exercise, and joy!
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LO G O D E V E LO P M E N T
From the early stages of logo development I played a lot with direct organic shapes such as the lotus flower petals and curvatures of leaves. The first iteration of the logo with the lotus petals, though representative of balance and peace, seemed too cluttered for the brand. In contrast,the second iteration, with the rounded square cutouts of an oat grain and spoon, seemed too abstract.
As I worked to develop a logo that fit the brand’s name and identity, I found myself drawn to more circular badge-like shapes to represent the continual goal towards balance.
Following the progression of sketches, I decided to move on to the digitization of the top three logos.
REFINEMENT
To reflect the simplistic and wholesome nature of the brand, I wanted to refine the logo so that there were no sharp edges. I played a lot with rounded spoons and bowls to create a more literal representation of an oatmeal brand and made sure that there was balance within the badge. Playing with the angles of the bowl, I found one that would create enough depth to capture the eyes of the audience.
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Through the refinement process, I tailored the opacity of the steam to play with the positive and negative spaces which is reflected in the final logo. This, along with the slightly askew angle creates visual interest and highlights the brand’s identity.
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GRAPHIC STANDARD
D E V E L O P M E N T & L AY O U T
The graphic standard sets the guidelines and tone of the brand. For Balance Bowl, it was important that the design of the graphic standard itself fit the personality of the brand. This meant that the choice of words,layout, graphics, and colors were thoughtfully chosen to go with the sophisticated and natural theme of the company.
The sketches on this page reflect the ideas that I had in developing the business system, promotional items, and marketing aspects within the graphic standard.They also represent the type of consumer I was targeting.
After I developed the parts within the graphic standard, I went through the process of how I wanted to display and tell the story of my brand.
I wanted to reflect the simplicity of the brand within the layout of my graphic standard while being as detailed as possible for my audience. The sketches on this page show my thought process on how I was going to accomplish that task. While I made some slight changes in the final graphic standard, the sketches accurately depict my process.
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LO G O D E TA I L S Balance Bowl’s logo design comes from the idea that finding balance is a continuous goal. The circular and rounded shapes show the brand’s ability to move naturally with the consumer towards their daily and long term goals.
P R I M A R Y LO G O
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The primary logo consist of a solid circular badge with the components of a bowl, spoon handle, and steam within it. The single straw of oat cuts through the bowl. The company name is located at the bottom right of the badge. This logo shall be used only when it is fully legible.
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C L E A R S PA C E b
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Just like us, our logo needs some space. Use the ‘b’ in balance or bowl as a unit to measure the perimeter of the logo’s clear space.
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MINIMUM SIZE 2.5�
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The smallest our logo should be represented is 2.5 inches
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C O L O R VA R I AT I O N S
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Our logo’s two main color variations are Fresh Grass green and black. However, if there should be any diversion from these two, please refer to our color palette.
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S E C O N DA R Y LO G O The secondary logo drops the large circular badge and company name to create a stand alone steaming bowl.This logo shall be used when the primary logo is no longer capable.
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C O R R E C T U S AG E These versions of the Balance Bowl logo are acceptable.
1 . G R AY S C A L E / B & W
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This version is acceptable for print or web use if full color is not used.
3. BUSY BACKGROUND
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When on a colored background, the logo must have enough contrast to be visible. The brand name must be white permitting contrast and legibility.
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2 . C O LO R E D BAC K G R O U N D
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On any textured background, there must be enough contrast for the logo to be legible.
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Refer to the color palette for approved logo color variations on a white/ light background.
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4 . F U L L C O LO R
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I N C O R R E C T U S AG E These versions of the Balance Bowl logo are against our guidelines.
1 . I N C O R R E C T R OTAT I O N
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Use colors approved on the color palette if necessary or available.
3 . C O LO R U S AG E
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2 . C O LO R E D BAC K G R O U N D
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The company should always be at the lower right corner of the logo. It is also against guidelines to rotate the logo in any other way than presented.
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The company name must either match the primary logo mark or be in white. Any other color is not permissible.
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It against logo guidelines to distort, stretch, skew, warp, or compress the Balance Bowl logo.
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4. INCORRECT PROPORTION
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C O L O R PA L E T T E Balance Bowl prides itself in using all natural, organic, and sustainable products and we want to reflect this in our color palette! The colors here are based off of some of our favorite images of calming sunsets, wispy cattails, and luscious succulents.
Blueberry # b8c7ee C: 26 M: 16 Y: 0 K: 0 R: 184 G: 199 B: 238
Honey # ffd97e C: 0 M: 14 Y: 60 K: 0 R: 255 G: 217 B: 126
Peaches n’ Cream
Fresh Grass # 8f9c6e C: 47 M: 27 Y: 67K: 4 R: 184 G: 199 B: 238
Greek Olive #757867 C: 54 M: 42 Y: 59 K: 15 R: 117 G:120 B: 103
Cattail
# b8c7ee C: 2 M: 31 Y: 48 K: 0 R: 246 G: 185 B: 138
#a48266 C: 34 M: 46 Y: 62 K: 8 R: 164 G:130 B:102
Wild Oats
Chocolate Nib
# e0d4c6 C: 11 M: 14 Y: 20 K: 0 R: 224 G: 212 B: 198
#9b8b78 C: 40 M: 40 Y:52 K:6 R:155 G:139 B: 120
T Y P E FAC E The typefaces that are used within Balance Bowl are based on the clean and simple sophistication of our brand. Century Gothic and ITC Avant Garde Gothic STD are chosen because they both have a round and light character that matches our company’s style.
C E N T U R Y G OT H I C
ITC AVANT GARDE GOTHIC STD
Century Gothic consists of circular apexes and sharp points. This typeface gives a modern but welcoming feel.
ABCDEFGHIJKLM
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This typeface’s thin features and round apexes creates a light and airy look. The same typeface in condensed creates some more structure and balances out the overall look.
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
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Aa ABCDEFGHIJKLM N O P Q R ST UVW XY Z abcdefghijklmn opqrstuvwxyz 0123456789 21
BUSINESS SYSTEM The theme of natural sophistication and balance is also seen in our business system. With sustainability as one of the main goals of our company, we have chosen to use recycled paper and cardboard for our letters, envelopes, and business cards. We hope that in doing so, we can create a balance in our natural world, as well.
LETTERHEAD
E N V E LO P E
Size
8.5 x 11 in
Size
9.5 x 4.125 in
Typeface
ITC Avant Garde Gothic STD Extra Light
Typeface
ITC Avant Garde Gothic STD Extra Light
Color
C: 47 M: 27 Y: 67 K: 4 Logo mark
Details
Details
Contact Information and detailing embossed in gold; P Process black body copy
Logo embossed in gold; return address in back lower right corner
BUSINESS CARD Size
3.5 x 2 in
Typeface
ITC Avant Garde Gothic STD Extra Light ITC Avant Garde Gothic STD Book
Color
C: 47 M: 27 Y: 67 K: 4 Logo mark
Details
Company name embossed in gold; secondary logo on back
MARKETING We firmly believe in having balance in our lives, and this means mixing work with play! We enjoy interacting with our customers, so expect a lot of environmental, mobile, and online marketing from our company.
MOBILE Rather than having just stationary advertisements like billboards or bus benches we opted for a more mobile option. Bike drawn billboards will ride around cities and parks advertising our brand and website as well as our brand’s belief in healthy living and sustainability.
WEB Our company webpage reflects the same simple sophistication of our brand. The logo should be displayed on the homepage along with a rotation of 3-5 background images and inspirational quotes. The homepage should also feature products, our background on Sustainability, and/or new announcements. There should also be links to guides on creating a balanced lifestyle and other tips.
E N V I R O N M E N TA L Engaging with our customers is one of our top priorities. Through interactive marketing such as the yoga mat station on the left, we hope to draw in customers to our brand and show them the fun side of breakfast brands. And since health goes hand in hand with balance, we hope these types of marketing can become wide spread for our brand.
PROMOTIONS We want our promotional items to fit into the busy and hectic lives of our customers. We hope that these items, emblazoned with our logo, will bring some balance and joy to our customers.
TO - G O C O F F E E P R E S S
R E U S A B L E W AT E R B OT T L E S
In a morning rush we believe that coffee is the second most important necessity, other than our Balance Bowls! This tumbler doubles as a coffee press and has our logo right on the center!
These water bottles are made of durable glass and the lids are made from sustainably grown lumber. These bottles should get thousands of uses and promote our brand each use!
BASEBALL TEE
R E U S A B L E TOT E BAG
These comfortable baseball tees are made from bamboo fibers and are perfect for those on the go. We believe in inclusivity and have these tees available in styles for men, women, children, pets, and anyone in between!
Our reusable tote bags can fit a variety of things that our customers might need for their busy day. Whether it’s groceries, more Balance Bowls, water bottles, thermoses, books, or work files, it will fit in our reusable tote bag.
A L A R M C LO C K We want our customers to wake up with our brand in mind. Our alarm clock will get our customers up and ready to start their days with our delicious oatmeal!
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PACKAGING
BIOMIMICRY
Biomimicry is the emulation of patterns, structures, and forms found in nature as sustainable solutions to human challenges. By developing products and processes in ways that match nature, this approach aims to create a better way of living for all.
In the context of this project, I used biomimicry to develop a more sensible way to package something as simple as instant oatmeal. While most instant oatmeals come in either paper packets or eco-damaging styrofoam bowls, I wanted to develop a package that would fold flat like a packet and prop up into a bowl without the use of environmentally harmful materials.
Through extensive research on the natural world,I found three cases that inspired me and helped me develop the structure of my final package.
ROSE OF SHARON FORM The Rose-of-Sharon, Hibiscus syriacus, is an easy to grow shrub that is valued for its “tight, upright form” and full blossoms that bloom in white, blue, purple, red, and bi-colors. What is so interesting about this species of flora lies in its blossoms which open in during the daylight hours and close by night fall. These buds are tightly wound when closed and slowly release clockwise into full bloom.
FUNCTION The way the Rose-of-Sharon closes up at night is called nyctinasty, an evolutionary mechanism in which cool air and darkness cause certain flowers’ lower petals to grow at a slightly faster rate than upper most petals, forcing the blossom shut. While scientists are not entirely sure why some plants have developed this trait, there are several theories on this phenomenon most of which have to do with self-preservation against freezing, predators, and improving pollination.
BIOMIMICRY While the Rose-of-Sharon tightens its blossoms at night to preserve itself, the movement of the buds can be a useful tool in food packaging. The same mechanics that allows the plant’s full blossom to be wound into a tightly compact bud can be mimicked for more convenient packaging for on-the-go convenience foods such as instant oatmeal.
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P H Y TO P L A N K TO N
FORM There are five main types of phytoplankton: dinoflagellates, diatoms, cyanobacteria, green algae, and coccolithophores. Dinoflagellates use a whip-like tail, or flagella, to move through the water and their bodies are covered with complex shells. Diatoms also have shells, but they are made of a different substance and their structure is rigid and made of interlocking parts. Diatoms do not rely on flagella to move through the water and instead rely on ocean currents to travel through the water.
FUNCTION Phytoplankton have chlorophyll to capture sunlight, and they use photosynthesis to turn it into chemical energy. They consume carbon dioxide, and release oxygen, making them an important part of the earth’s climate regulation. They are also the “foundation” of the aquatic food web, feeding everything from microscopic zooplankton to mega-ton whales. The structures of phytoplankton play a vital role in its survival, with shells allowing them to interlock and withstand strong ocean currents.
BIOMIMICRY Though extremely tiny, phytoplankton have played a huge role in the health of our planet and soon can play a even larger part. Many biotech companies have already learned to harvest algae for biofuels and bioplastics. A German architect has even mimicked the intricate shell patterns of diatoms joined together to create a lightweight, super strong, self-supporting dome structure.
HONEY COMB
FORM A honeycomb is a mass of hexagonal wax cells built by honey bees in their nests to contain their larvae and stores of honey and pollen. These combs can span over large areas or small depending on the hive’s location and can take many forms. The axes of honeycomb cells are always quasihorizontal, and the non-angled rows of honeycomb cells are always horizontally aligned. Thus, each cell has two vertical walls, with “floors” and “ceilings” composed of two angled walls.
FUNCTION There are two possible reasons as to why honeycombs are composed of hexagons rather than any other shape like circles or squares. One being that hexagons are the only shape that can create more space with the given material. Another being that the structure created by the shape provides maximum strength to store their food and protect the larvae and queen.
BIOMIMICRY The structural integrity of honeycombs as well as the ability to create space with very few materials makes them an integral study for biomimetics and sustainability. By designing product packaging in these shapes, it is possible to reduce the amount of materials needed to create the package but also the amount fuel to ship the products because the items can fit together in a space saving arrangement.
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D E V E LO P M E N T
From the biomimicry case studies, I started to create various ideas for the packaging for my instant oatmeal. I knew I wanted something that would be able to fold flat and become a bowl-like structure at the same time. I used the twisting structure of the Rose of Sharon as one of the main features of my package.
I also played with the shape of the packaging and created some honeycomb patterns for the initial ideations. As I developed my ideas further, I found myself drawn to the idea of not only mimicking structures as a way of sustainability, but of also using environmentally friendly materials to further that cause.
PROTOTYPE
Using the Rose of Sharon as the basis of packaging structure, I had to find a way to get my materials to twist into itself. Through some origami patterns, I was able to create a long octagonal tube that could twist flat.
While was able to create an object that could fold flat, it was too small and long to fit as a bowl. From there I played with different numbers of folds to get the right diameter and height for the bowl. After a few prototypes, I found that a hendecagonal tube worked the best.
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DIELINE
The dieline is used to layout the design of the packaging which is to be cut and put together. In my dieline, I focused on the sleeve of my package and the top of the actual package.
Because my package is almost accordion or spring-like, I decided that a sleeve would be the best way to hold the package down while providing the best space for necessary product information such as nutrition facts, ingredients, and instructions.
F I N A L PA C K A G I N G
My final packaging includes a sleeve with stickers of the logo on the front and nutritional information and instructions on the back. The available flavors of oatmeal would be laser cut on the front and on the sides of the sleeve would be different images of the special ingredient flavorings.
The final packing for the Balance Bowl instant oatmeal not only emulates nature, but also protects it and sustains it as well. The sleeve and tops and bottoms of the package are made from reclaimed and recycled cardboard. The paper that form the bowl structure is made from seed paper lined with beeswax on the inside to promote balance in the life cycle of the package.
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Samantha Yip |
Des 116 |
Winter 2016