Donutpop by hei ting chan

Brief

Introduction 1) Area and Topic Branding Design and Product Promotion 2) Background and Context Nowadays, there are lots of thing such as watch, camera and books…etc. could be used as gift. Moreover, by observation, people aging form 15 to 23 would like to use snack as present for their friends. They usually present their gift to their friends in birthday celebration, during examination or even without special purposes. It is inspirited to design something like a gift with the uniqueness inside and the most important one is the product should be cheap which could be afforded by my target audiences – people aged from 15 to 23. Why choosing donut? For official version, donut was famous in most countries such Mister Donut from Japan, Donut King from Australia, Dunkin Donut and Krispy Kreme from USA. Krispy Kreme had set up 3 shops in Hong Kong in 2008 and it created a heat upsurge during that time. However, 3 shops were closed after a few year. According to the survey from “Choose” magazine, it pointed that the total fat of one donut is very high, almost exceed the total intake of an adult for daily needs. Moreover, the cooking way of donut is deep fry, which is quite unhealthy at all. Therefore, it is sure that the failure of Donut shop is “unhealthy”.

It is vital to realize the above research. It is because after doing the above research, it is advised to focus on the way we use of Donut pop instead of selling its ingredient as the fat, the sugar inside a donut is well known. Therefore, let’s focus on the stick used in the donut and the concept of Donut pop – enforcing friendship. For unofficial version, choosing donut as my topic instead of others is my personal preference. When I had DGC interview with Wade and Kelvin, I used donut to make a short stop motion. However, during 3 years studying, I don’t think I could manage to make an animation. Therefore I would like to do branding but use donut as my topic.

3) Purpose and Aim Donut pop aims to create a new way of eating donut, letting people to experience a new way of having donut. In fact, have you ever remember last time you eat donut? Donut is kind of sticky with the icing the top. Even you got tissue on hand, you still would feel sticky and uncomfortable after having sweet. Therefore, as I would like to fulfill the actual needs in reality. I have made a lot of version and really made it out and add a donut on it to see if the result possible or not. The details will be discussed in part 2 of the report. Secondly, Donut pop is also trying to persuade my target audience to try to use Donut pop as a new way to present their concerns, love and personal thoughts to their friends. It somehow also likes to create a new consuming behavior. According to the survey from Hong Kong Federation of Youth Groups. Peer pressure is the most influencing factor among people aged from 13 to 20. They would like to have the recognition among friends and presenting gift is one of the ways that they get more recognition from friends. Therefore, it is put a lot of effort not only the concept of Donut pop and brand identity, but also the functionality of the whole business. Thus, the real product (the stick), the packaging, promotional items and the website with online trading system are created to enforce the possibility of Donut pop.

Target Audience Age: 15-23 Sex: Both female and male Consumer Behavior: Pioneer mind set; have strong emotion Social Status: low salary youths (monthly income less than $3000)

Nature of the Branding Naming of Donut pop Donut pop comes from the “Donut”, the real product and “Pop” also the real tool used with the donut. It is advised that the naming for food is very important. It should be clear, easily understood and shows its uniqueness.

Identity of Donut pop

It is a fancy and colorful with friendship building concept. The visual approach is colorful but only force on candy color red and purple in order to maintain the consistency. The main visual approach is watercolor painting. By overall research, candy color such as baby blue, mint green, light purple and light red are commonly used in most candy shops and cake shops. Natural form of watercolor splash brush stoke would be also applied to the packaging and website layout so that a strong coherent visual branding image is created.

Color used

Color information

Color name: Permanent Rose Color number/code: 502 Series number: 3 Chemical description: Quinacridone Color index name: PV 19 Color index number: 46500 Permanence rating: AA STM lightfastness rating: I Transparency/Opacity: T Granulating/Staining: St #C95975 C: 19 Y: 79 M: 38 K: 1

Color used

Color information

Color name: Cobalt Violet Color number/code: 192 Series number: 4 Chemical description: Cobalt phosphate Color index name: PV 14 Color index number: 77260 Permanence rating: AA STM lightfastness rating: I Transparency/Opacity: T Granulating/Staining: G #8C3D89 C: 52 Y: 91 M: 11 K: 1

Why use soft colour for donut shop? Colours with warem feeling and harmony would boost the interest in better mood for eat, especially for food. Candy colour, soft pastel colour, are commonly used in most candy and bakery shops.

Items Included 1. Leaflet 2. Product (Stick) 3. Website 4. Packaging - Retail - Mail box

Researchs

Cake over Heels

Cake over Heels is a boutique bakery that sell their freshly baked signature cakes and also conduct cake decoration classes on the very own premises, with a range of difficulty levels for the curious amateur to the bakin baking class enthusiast. The logo is formed by using their brand name initial â&#x20AC;&#x2DC;COHâ&#x20AC;&#x2122; and the image of cutting a slice of cake.

Karaâ&#x20AC;&#x2122;s Cupcakes Rebrand Campaign

La-Muffineria

References http://www.yelp.com/search?find_desc=Donut+Shop&find_ loc=Santa+Rosa%2C+CA http://www.winsornewton.com/index.aspx http://0-libwisesearch.wisers.net.hkbulib.hkbu.edu.hk/wortal/ index.do?srp_restore=discard&new-login=true http://www.behance.net/gallery/Cake-over-Heels/4180601 http://www.behance.net/gallery/Karas-Cupcakes-RebrandCampaign/4484671 http://www.behance.net/gallery/La-Muffineria/5897381

Progress

Stage 1 At the first stage, it was planned to develop the logo accompany the mascot. It is manifest that having a mascot could let the audiences remember your company easily, especially in Asian market such as the animal series of Mister Donut, which is a Japanese company.

Donut pop

Flow of business Step1: Choosing favourite flavour Step2: Choosing the stick Step3: Customing message Step4: Shop at store or via online Step5: Mail to friends

Logo

Mascot

Donut text American style Japanese style

Panda Giraffe Pungent

Packaging Retail

Website Mail box

Real photo shooting html Trading system

At the first stage, there are many thing needed to handle. Even though i have decided to use water color painting style. I still need to think of the way i have to draw, either the original way, use hand dawing and scan it into computer for further digital editing. Or the digital way, using digital water color brushes to draw in the computer directly. However the outcome is a bit odd and not that natural. The details will be shown in following paragraphs.

Logo & Brand NameDevelopment

Logo & Brand NameDevelopment (Typography)

Logo & Brand NameDevelopment Experience on logos for the first idea My first idea for the logo is using the counter of “D” to make it like a donut and that is why I try to use some typefaces with larger counter and mostly they are hand-written typefaces. Moreover, I tried to use the characteristic of the pop, the stick; therefore, I tried to make “t” of the word “stick“ to become vector graphic looks like a stick.

Visual elements in stage one As there not many ways to draw water painting by original way or digital way. Thus, i kept on trying with different methods both origianl and digital. Pictures below were drawn by digital brushes, it looks â&#x20AC;&#x153;OKAYâ&#x20AC;? for me, defintely not the best outcome i want. It just give me rigid and inflexible feelings, not emotional enough. However, i kept the left one as my logo for final stage.

Transformation of product For the product, as i have the idea before, therefore i tried to use laser cut machine to cut out the stick and craft some message on it. The materials i used at stage one were wood (2mm thick) and acylic cast (2 mm thick). Also, i made a triangular shape and circular shape in order to hold the donut tight and hope that more words could be crafted on the stick. However, with a testing, it obviously doesn’t work. On the other hand, it is advised that more choices would weaken the uniqueness of the product. For example, LV is famous with its monogram pattern with long-lasting logo “LV”. Therefore, it drives me to make a change in final stage.

Final Stage

Donut pop

Flow of business

Logo

Mascot

Step1: Choosing favourite flavour Step2: Choosing the stick Step3: Customing message Step4: Shop at store or via online Step5: Mail to friends

Donut text American style Japanese style

Panda Giraffe Pungent

Retail

Mail box

Real photo shooting html Trading system

Will be shown in the followings

Donut (Vector graphic) Text Japanese style Watercolour

Panda Giraffe Pungent Hamster (Sticker)

Plain paper bag

Three gift box (Original, Party Animals and Office Pretties)

Well-functioned website with product shooting

Leaflet Website Showcase

Panda (Packaging)

Packaging

Website

Logo & Brand Name Development Even in the final stage, there were still plenty of logo versions but the main graphic was clear - donut. During the time after second presentation. I was decided to change not to use water painting visual style as i am not skillful enough to manage to use it well. So there were some logos with 100% opacity colour and some of them looks American style.

Logo & Brand Name Development

Donut

Logo & Brand Name Development

Donut pop

pop

Donu t pop

Donut pop

Logo & Brand Name Development

Donu t

Donut

Final version of logo Round edges consistent with the shape of donut. White outline of donut could make the logo stand out from the background. Thick stoke of â&#x20AC;&#x153;Pâ&#x20AC;? could balance the whole structure of the logo. Colour theme

#C95975 C: 19 Y: 79 M: 38 K: 1

Positive colour Reproduction

Stick transformation For the final stage of this project, it is suggested to develope Donut pop into three main lines - “Original”, “Party animal” and “Office pretties”. For the first one would be sold individually and using fruits as main graphic, showing that the ingredients we used are fresh and natural; Party Animals are made for people who are will have party and the target audiences of this line are kids; Office Pretties are made for Office ladies who are going to have tea breake. However, the outcome was not good. The graphic looks a bit larger and not trendy enough.

Origianl

Office Pretties

Party Animals

Real product

Final version of stick

Craft the logo only which is more stylish, neat and clean. Message would be crafted on the stick but the number of words is fixed. Texture: Wood only

Visual elements Original

Party Animals

Office Pretties

Visual elements Donuts

Leaflet (Page 1)

Leaflet (Page 2)

Leaflet (Page 3)

Leaflet

Packging (Original)

Packging (Party Animals)

Packging (Office Pretties)

Packging (Party Animals)

For the website, please refer to the disc ChanHeiTing_10018999 web 0517 0517_web_index.html Disc includes the followings: Report Packaging Leaflet Website

Contact: T 9208 6404 E siutingtsi@gmil.com W http://gisellehtc.blogspot.hk/