PROCESS MANUAL
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TA B L E O F C O N T E N T S
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INTRODUCTION About & Purpose Mission Statment
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CASE STUDIES Overview Bamboo
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Succulents
LOGO DEVELOPMENT Initial Sketches Digital Iterations
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GRAPHIC STANDARD Logo Specifications
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MARKETING MATERIALS Strategy Advertisements
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PRODUCT PACKAGING Inital Sketches Prototypes
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DESIGN ANALYSIS
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Final Logo
Logo Variations Logo Usage Color Palette Typography Business System
Web Application
Labeling Final Packaging
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INTRODUCTIONS
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ABOUT & PURPOSE When nougats first came to mind, they were confection candies that friends and family often brought back to the United States after their trip to Taiwan. This souvenir is often displayed in a cardboard or cardstock box or container with individual pieces that are wrapped in clear air tight plastic, which all gets dumped into the trash once the nougats are eaten. With that in mind, the goal of this project was to design a packaging for nougats that could possibly serve more than merely a snack, but also something people can reuse, so that it becomes an icon of memeories. This process manual is the recording of the behind the scenes of designing progress throughout this six week project, whether it is from establishing the goal behind designing packaging for nougats to logo establishment and business or marketing application.
MISSION STATEMENT Nougat is a Taiwanese brand that strives to bring meanings beyond candies. We specializes in confection treats called nougats, also known as “niu zhe tang (牛軋 糖)” in Chinese. Nougats are common treats brought from Taiwan as souvenirs. The products and packaging we provide are made so that not only they are high quality, fairly priced, tasty confection treats but also serving as an icon to the memeories made during the customer’s stay in Taiwan. Targeted audience as potential customers are travelers of any age. With sustainable materials used in the packaging, our customers can repurpose those materials to create further meaning, making full use of the packaging to enact as a memory aid of the customer’s trip in Taiwan.
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CASE STUDIES
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O V E R V I E W Biomimicry case studies were conducted to research inspiration for logo and packaging design. In the end, the biomimicry studies were done with bamboo and succulent. Inspiration of packaging design in the sense of durability was identified through conducting biomimicry case studies on baWmboo. Bamboos are excellent choices of support as not only it is long lasting, strong material, but also providing a wide variety of usage. Because bamboo grow in columnar without secondary growth of branches inspired the very tall standing packaging of having nougats stand. The biomimicry case study done on succulents were for the goal of researching the art of overlapping pedals of the leaves.
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B
WHAT IT IS
Bamboo is a subfamily of flowering perennial evergreen plants in the grass family of Poaceae. It’s internal regions of stems are usually hollow and vascular bundles in cross sections are scattered throughout the stem. Without secondary growth wood, bamboo grows columnar rather than with tapering branches and is one of the fastest growing plants in the world with rhizome-dependent system. It has higher compressive strength than wood, break, concrete. Usually, bamboo is harvested from cultivated and wild stands. It must be harvested when culms reach greatest strength and when sugar level of saps are lowest. As one of the most sustainable resources that we have in the world, bamboo has fast growth and great strength.
SOURCES
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PROPERTIES
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Properties of bamboo are affected by many aspects such as direction, moisture content, diameter, wall thickness, distance to node, height, age, and species. It is an anisometric material because of the grains that are aligned in a parallel direction, causing the mechanical properties to be different depending on the direction of force. Though raw bamboo has a higher moisure content, dry bamboo has a higher mechanical properties so it is usually treated after harvesting. Small bamboo has higher propeorties for its size, but larger bamboo withstands larger forces. The thicker the walls of the stem, the better the mechanical propeorites. Bambo is two to four times stronger than timber regarding compressive and bending strengths.
APPLICATIONS
Bamboo can be used in many things from construction to strenghtening other materials. Design wise, it is often used in architecture as well as interior design for furniture and other accessories. Advantages of using bamboo includes rapidly renewablility, carbon captures, air oxygeneration and filtering, reduce flooding, etc. The importance of bamboo materials to environmental sustainabilities was brought out by furniture designers to include design elements with environmental relationships to gain market attention and to give the product a further meaning. Bamboo is often used as a simple material representing power externally and interally yet creating one of a kind designs.
Schröder, S. (2015). Mechanical Properties of Bamboo. Guadua Bamboo. Retrieved 10 August 2016, from http://www.guaduabamboo.com/facts/mechanical-properties-of-bamboo Suhali, S., Khalil, A., & Nadirah, W. (2013). Bamboo Based Biocomposites Material, Design and Applications. Retrieved from http://www.intechopen.com/books/materials-science-advanced-topics/bamboo-based-biocomposites-material-design-and-applications https://lloydgoldstein2003.files.wordpress.com/2014/10/bamboo-forest.jpg | http://www.socwall.com/images/wallpapers/20189-2560x1600.jpg | http://marycordaro.com/blog/wp-content/uploads/2012/01/bamboo1.jpg | http://haiti.aaschool.ac.uk/wp-content/uploads/2015/02/IMG_0583.jpg 8
S U C C U L E N T S
WHAT IT IS
Succulents are plants evolved from unique water-storage tissues from their thickened leaves, stems, or roots as an adaoption to the rigid, dry climates of deserts and semi-deserts. It has an mechanism called Crassulacean Acid Metabloism (CAM) that collects available moistrue from fog, dews, mists, etc. and stores it in the form of organic acid to make sugars the the cell’s stomatas are closed during the day to preserve moisture. The surface area of water is lost becuase of succulents’ thick leaves, and the leaves’ waxy surfaces provide as an barrier to prevent water loss. Succulents are difficult to kill and requires little maintenance to survive.
PROPERTIES
Different species of succulents have different properties. Yet, most of them stores moisture in their own way and provides medicinal properties that double as first aid. For example, leaf succulents such as aloe, haworthia, lithos, etc. have fleshy leaves that are almost made of all water storage cells with thin layers of photosynthetic tissues and wax cuticles. The fleshy leaves of those leaf succulents contain clear ointment with healing properties that can be used to relief sunburns, minor burns, gum diseases, etc. Succulents itselves have self healing properties such as vegetative propagation of stems with leaves will grow into roots and division of uprooting from an overgorwn clump that forms into a callus from a root.
APPLICATIONS
The study of a succulent’s leaf formations with the folds and overlaps can be applied to designs with vector work, patterns, and textiles. Each species of succulents have its own unique leaves and roots that distinguish one species from another. The leaves unfold in a graceful way, similar to a flower’s bloom. The succulent’s leaves have crispier lines that makes it distinctive from flowers. Besides from examining the succculent’s leaf formations into patterns and vectors, another application is the overlap. The leaves overlap each other in a harmonious way that sections of enough space for each leaf, yet in a harmonious and symmetrical patter.
SOURCES
Aloe Vera: Succulent with Healing Properties. (2016). Gogardengo.com. Retrieved 10 August 2016, from http://www.gogardengo.com/fall/item/67845-aloe-vera-succulent-with-healing-properties The Succulent Plant Page - What is a succulent plant ?. (2016). Succulent-plant.com. Retrieved 10 August 2016, from http://succulent-plant.com/home.html http://trundle.nuttstreet.com/wp-content/uploads/2014/11/Succulents-Gallery.jpg | https://kaceytess.files.wordpress.com/2016/05/img_2871.jpg | https://jdhager.files.wordpress.com/2014/02/dsc04395.jpg | https://faroutflora.files.wordpress.com/2010/09/dsc_0839.jpg
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LOGO DEVELOPMENT
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I N I T I A L S K E TC H E S Intial brainstorming started in studio session during week one of class with fellow classmates, which each of us drew logos and icon ideas for each other and then the professor feedback overall. Professor Okamura mentioned how many of the initial sketches were very “cute� and pictural where the icon doesn’t provide any information to the potential customers what exactly the nougat is. With further development, I thought it would be interesting take on the Chinese characters of nougat ( or niu-gat) and playing around with the geometric lines and ratios of the characters. Looking at the characters, I first converted the characters into pictograms consisting of only lines and right angles. After noticing that certain lines of the pictograms can be combine into the same lines, incorporating the two Chinese characters into one geometric form.
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D I G I TA L D R A F T S Combining the two pictograms of the Chinese characters, I played off my favorite sketch digitally on illustrator. By making the first character’s lines with a thicker stroke, people can recognize one character before another, improving reability of the logo especially to those who are literate in the Chinese language. The empty space formed by the L-shaped strokes on the right hand side makes it the perfect space for squeezing in the English translation of the product, saying Nougat. Wanting to bring out the shapes the almonds in the nougat makes when made in large chunks of nougat bars, the logo is white against a blue tinted gray pattern to bring the classiness of the product. The first digital draft of the received the comments of that L line looking like it was added to frame the word nougat in the logo and was not a part of the characters. Since those lines were actually a part of how the Chinese character writes, the English word Nougat to below the pictogram. Then the box outline of the pictogram seemed excessive since the gray background was already a square and is framing the logo. Making the changes accordingly, the square outline was taken away and making the pictogram bigger in scale of the logo to match the width of the word nougat while maintaning the square ratio of the pictogram.
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F I N A L
L O G O The logo of Nougat is designed with a textured background that represents the patterns created by the nuts and almonds in the confections. A geometric abstraction of the Chinese characters 牛軋 (niu zha) that represents nougat combined into one form. With strokes from each character overlapping each other, the strokes from 牛 (niu) is made thicker for immediate recognization from the native Chinese speaking target market, then following the thinner strokes of 軋 (zha). For clarification for potential customers who might not be able to read and understand Chinese, the English word nougat is placed below. It can be easily seen that Nougat is a high end confection product with the modern and sleek logo. The abstraction are geometric, simplistic, and yet convincing.
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G R A P H I C STA N DA R D
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S P E C I F I C AT I O N S The logo must follow all specification and mantain proper spacing throughout any usage on any marketing materials.
X
12X
The logo may be scaled to any size as long as it stays in proportion of X, as displayed to the image on the left, and there must be a least half an inch of white space isolating the logo.
X X
8X 12X
X X X 12X
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V A R I A T I O N S The logos displayed to the right are the only acceptable logo usage. The main gray color logo is to be used for any company documents that is representing the company and the branding, such as in business system and marketing materials. Colors other than gray can be applied to the logo in order to distinguish the different flavors among the nougats. The colors applied must be from the official color palette. While pink represents the orginal flavor, yellow represents the maple syrup and green represents matcha green tea. The logo usages below 1.5 inches should be used as well as the reversed logo but without the gray textured pattern for readability.
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UNACCEPTABLE USE Please do not do not apply the following actions to the logo: • manipulate the text • change color palette • reflect or reverse • take out the texture applied to background • rotate, displaying the logo tilted • stretch or compress the logo or type Please refrain from displaying the brand’s logo to the public in the examples from above, thus going against the graphic standard.
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C O LO R PA L E T T E The color displayed on the right are the official colors of the brand Nougat. The most used out of the color palette are the two neutral grays used in the standard logo. Other colors are used to represent different favors of the confections. Pink is used for the original flavor, while yellow represents the maple syrup, and green symbolizes matcha or green tea. Black is used on the body type to increase readability, but only at a 95% opacity so that it will be softer to read with the other pastel colors. Color may be scaled down to 50%-10% opacity.
CMYK: 0, 0, 0, 95 RGB: 40, 40, 41 HEX: 282829
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CMYK: 51, 36, 37, 2 RGB: 224, 174, 163 HEX: 859093
CMYK: 10.75, 34.53, 30.05, 0 RGB: 224, 174, 163 HEX: E0AEA3
CMYK: 18.02, 18.91, 49.91 0 RGB: 212, 195, 143 HEX: E0AEA3
CMYK: 57.17, 24.24, 72.12, 4.47 RGB: 119, 153, 103 HEX: 779967
CMYK: 46,32,33,1 RGB: 144, 155, 158 HEX: 909B9D
CMYK: 10, 33, 30, 0 RGB: 226, 178, 164 HEX: E1B1A3
CMYK: 15, 15, 33, 0 RGB: 217, 206 174 HEX: D9CEAE
CMYK: 47, 26, 54,2 RGB: 142, 161, 131 HEX: 8DA083
T Y P O G R A P H Y Originally, the official typography for Nougat uses the Avenir Next font family. Avenir Next in Regular is used as both title and heading texts, while Avenir Next in Ultra Light is used for the body. All text should use metric spacing. Use tracking according to alignment for headings and 0 tracking for body text. When the graphic standard and other various materials were printed using Avenir Next Ultra Light as body font in 10pt font sizes, it was very hard to read. To improve that flaw, the body text is now using the same font style as the title fonts of Avenir Next Regular, while Avenir Next Ultra Light is now used for headings instead.
AVENIR NEXT REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890?!@#$%^&*
AVENIR NEXT ULTRA LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890?!@#$%^&*
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B U S I N E S S SY ST E M My business system includes a set of business cards, envelopes, and letterhead. All graphic element of the business system are designed around the neutral gray logo and the inverse logo with white background. During the graphic standard critique, one comment was the white background inverse logo by the return address of the envelopes might cause trouble due to the post office’s process of scanning the return address. Since the scanning could possibly take the logo into account, revisions was made for the graphic standard to use the gray logo with the gray vector background. Also since realizing that Avenir Next Ultra Light is not as effective when used in small font sizes for body texts, the body text in the letterhead is changed to Avenir Next Regular.
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BUSINESS CARDS The business cards are designed with with the standard 3.5x2� format. The front side includes the logo but extending the background pattern to the whole card. The back side contains the employee contact information set in 10/14 Anvir Next Ultra Light with optimal kerning in sentence case. The employee name is set in Avenir 8/9.4 Next Regular with optimal kerning in all caps.
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E N V E L O P E S The front of the envelope includes the gray texture from the logo throughout the entire flap that folds over to act as an accent for the simple back of the envelope. The back of the envelop consist of the standard logo displayed on the upper left corner that is 1� by 1� and contact information written aside in 10/14 Avenir Next Ultra Light with the dark gray font color while the mail to contact address will be written in 12/14.4 Avenir Next Regular in 95% black for readability.
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L E T T E R H E A D The letterhead is designed to be printed on 8.5” by 11” recycled 60lb WWwhite paper. The design includes a white version of the logo at 1.25” by 1,25” with the pattern at 20% opacity against white background and extending down to the entire length of the paper on the left hand side. Contact information is displayed on the bottom in the same format as the busness card. Fonts used in the letter is the same as the business cards, except for the body text, which will be set in 10/14 Avenir Next Regular with optimal kerning in a 95% opacity black.
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M A R K E T I N G M AT E R I A L S
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S T R A T E G Y Nougat is branded to target adventurous travelers in Taiwan who are on the move from countries to countries, spending countless time traveling and bringing pieces of their adventures with them to share with family and friends or to keep as memory aid. To market according to the target audiences, Nougat will be sold in duty-free shops in airports or train stations and boutiques in populated cities such as Taipei. Nougat will also be available online so that no matter where our traveler customers are located, they can still purchase the products. Because of the availability of the products, the marketing materials will include websites, billboards, signage, merchandise, etc. that applies the gray Nougat logo in various ways communicate the high end, abstractness of the brand that makes Nougat more than just souvenirs.
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B U S
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S T O P
S T O R E
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B I L L B O A R D
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P R O D U C T PAC K AG I N G
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C R E AT I V E B R I E F
NEEDS
PROJECT OBJECTIVE
PROJECT STRATEGY
BACKGROUND
AUDIENCE
MESSAGE
Since Nougat is a candy that is commonly brought as souvenirs or gifts from Taiwan, the packaging’s first priority is to be able to survive long time air-travel. Most likely it’ll either be stored in carry one suitcases or bags, compressed against other objects. Flexibility anddurability are key factors of the packaging so the product can be presented nicely to friends and family, espeically since typical nougat packages are often paper boxes of plastic bag.
The product is serving as a gift and souvenir for people to bring with them upon leaving Taiwan. However, with the current packaging states of the product being plastic bags or paper boxes, it doesn’t carry any meaning. Whether it is memories from the trip to Taiwan or just meaning of the country itself. Being a souvenir, it should serve more than just mere-packaging that just gets tossed out despiting making all the way across countries. So by having packaging that is multi-purposed, the packaging could serviced as an memory aid that people can keep and reuse it to remind them their memories of Taiwan.
The main objective of the packaging is presenting the nougats in a presentable way that is new, innovative, and sleek while being flexible to the tight spaces the product could be place into in suitcases and bags. Since it is also serving as a gift, the packaging should be sustainable and reusable so that it can serve more than just gift packaging.
The audience includes anyone that currently residing or visiting Taiwan that will be heading out to other places in the world in the near future and bringing nougats. That makes the target market to be anyone from age fifteen and above who travels often and has the thought to bring momentums. They are fun, eager to travel, yet caring for others. The economic status of the target market would be somewhere between the lower-middle class and above, as nougat is branded more sleek and higher end than the stereotypical items seen in the local markets.
The project consists of the different colors that represents different flavors and also different ways the product can fit into limited spaces in various shapes, brochure that is included that tells a background story of the product, and possible display unit.
“You ain’t got me until ‘nougat’ me” as in the reader does not necessarily have memories of his or her time in Taiwan until they buy our product.
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INITIAL IDEAS It was a challenge coming up with packaging ideas for this project because of the restriction that it could not be a square or rectangular shape, aka a box. Intial brainstorming with inspiration for the first Chinese character of nougat, 牛 (niu) which means cow. The first idea was along the lines of a milk carton container to hold the nougat bars perfectly stacked by thinking along the lines of cows. However, that idea was shot down as it was too common and sterotypical while also not representing the mission statement. The idea of having a roll which the nougats could sit on a sheet of bamboo and could be rolled up into a burrito that is later wrapped with a silky fabric in mind to represent the high class of the brand. Both materials could be kept by the customer to be repurposed and reused yet being a memory aid to the customer.
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P R O T O T Y P E S With the idea of having the bamboo roll, I was reminded of the bamboo sheet that is used to make sushi rolls as materials. But while purchasing the fabric, it came to realization that there would be no way to screen print labels to fabric as outer packaging. Therefore, I decided to make a paper cylinder container that would wrap outside of the bamboo nougat roll perfectly to create an outer shell that contains all the packaging informations such as nuition facts and bar code. Initally, I wanted to use the whole sheet of bamboo sushi wrapping for convenice and more bulk to the amount of nougats it could wrap. However, after construction the paper mock up of guestimated measurements of the roll. It was commented that the paper mock up was too big in size and too bulky for potential customers who are constantly on the go traveling thus inconvenience for the consumer. Looking at one piece of nougat compared the the sheet of bamboo, the packaging was decided to downsize in scale and to fit one row of five instead.
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L A B E L I N G Since cylinders were a common type of container, there were templates available on the Internet. The template generates the paper cutout pieces based on measurements such as diameter, height, cap height, etc. With the height of the nougats in one row of the bamboo sheet, the height of the final packaging was 3.5” with a diameter of 2.25” while the cap is 0.7”. The thickness of the cap is determined by the size of the final nuition facts label since there are guidelines for the label to be displayed on the packaging. Since the final packaging is quite small, I wanted to keep things minimal without sizing down the nuition label or elimating elements. The logo is 2” by 2” with the flavor stated underneath in the same color as the flavor logo and on the very bottom is the net weight. All elements follow a grid that the edges match up to a guide. To the right is the tagline of “You ain’t got me until nougat me” in the set color sideways to separate the logo and the nuition facts. Along the standard 2016 nuition facts, incredients and expiration dates are written sideways to not only conserve space but also to divide and continue the trend with the tagline. Distribution and bar codes are on the bottom to allow for white space on the packaging.
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F I N A L PAC KAG I N G The final packaging includes the outer shell with labeling along with a sheet of bamboo rolled with the attached nougat pieces. The packaging overall gives off a minimalistic and classy feeling, yet modernizing the traditional first impression of nougat packaging. With the bamboo sheet, the packaging is strong and sturdy, durable for the long travel time. Since the packaging is quite small, customers can either choose to keep the nougat pieces rolled up with the outer shell, or they can toss out the shell and unroll the bamboo sheet to fit in layers within their luggage. After the customer consumes the nougat, they can either use the other shell as a container for small nick nacks such as paper clips or push pins, while the bamboo sheets could be used to make food in small quantity such as mini sushi rolls.
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D E S I G N A N A LY S I S
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INTRODUCTION
PROBLEM STATEMENT OBJECTIVES
Nougat is a higher end confections candy that are serving to be more than just souvenirs. From the sleek and modernized packaging to the reusable bamboo included for repurpose, Nougat strives to not only bring the best treats from Taiwan but also giving the customers a memory aid that doesn’t go straight into the garbage after consuming. The designer is responsible for establishing the clean branding identity of Nougat while also researching ways to repurpose certain items into the packaging that are sustainable yet still high end.
Typically on the markets, nougats are usually sealed in an air tight bag with a cardstock box on the outside with a foiled or glossy coating. The ordinary packaging is outdated as it is traditional and does not attract to the young, courious travelers in Taiwan. Also since it is serving as a souvenir, the packaging has to be durable so that it does not loses it’s shape and form during the long traveling hours.
The goal of this project is to create a high end abstract logo that would appeal to those traveling in Taiwan and wanting to buy gifts or souvenirs for their family and friends in their home country. In order to correspond to the long traveling hours and the situation of cramppy suit cases, the packaging must be durable yet clean to catch the customer’s attention. The entire project took place in the course of six weeks, with the creation of the logo and packaging.
METHODOLOGY
EVALUATION
PROJECT SUMMARY
The project kicked up with the creation of a logo that is simplistic and geometric to matches the rectangular shape of individiaul nougat pieces and organic of the fresh nuts used. The logo was created throughout the span of two weeks and the graphic standard was completed the two weeks following that. Case studies were conducted of biomimicries for inspiration of the packaging so that it can be both sustainable yet organic. The final packaging was created throughout the last two weeks of the six weeks period. Several prototypes were created to ensure the sizing and portability of the product as souvenirs. All designs and research was solely completed by the CEO and founder of the company, Selena Chen.
The revised packaging is designed with a simplistic cylinder container for information such as bar code, nuitrition facts, ingredients, flavors, etc. The inside of the packagin includes a sheet of tightly lined bamboo strips that acts as a shield against the individual nougat pieceis. The customer could
With a modernized logo, Nougat should attract younger audience that doesn’t necessarily know what nougats are. The target market are more inclined to buy it if it is a minimal packaging yet still has something inside that could be reusable, making the packaging unique. With the simplified packaging, Nougats are not only just confection candies but also an memory aid for their trip to Taiwan that last throughout the years with the bamboo sheet that can be repurposed. The bamboo sheets not only provides protection for the nougat pieces during travel but also serving as an collection item that can be kept to remind the target market of their
either roll the nougats into a thick roll using the bamboo sheets for protection and compactness to fit the nooks and cranny of suitcases or laid flato with nougat pieces on top to fit in within layers of the luggage. The user friendliness and durability will be tested with experiments conducted with random selection of travelers traveling to various countries and surveys on their thoughts of the
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Nougat Inc. P. O. Box 99-9876, Taipei 11099 Taiwan Selena Chen DES116 | Summer Session 2, 2016
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