Bare Grains Process Manual by srujana.danda

PROCESS MANUAL

MISSION STATEMENT Our mission is to provide a certified organic whole grain brand of granola that is high in fiber while low in sugar and sodium. Bare Grains granola is naturally sweetened with honey and maple syrup, containing ample amounts of nuts and flax seeds, catering to both the health conscious individual and those with a sweet tooth. We aim to do our part in preserving our environment by using sustainable packaging that is designed for comfort and utility in the hands of our customers.

TABLE OF CONTENTS

5 LOGO DEVELOPMENT

6 7 8

Initial Sketches Iterations Final Logo

11 GRAPHIC STANDARD

12 Color Palette 13 Typography 14 Logo Dimensions 15 Logo Variations 16 Business System 20 Marketing

23 PACKAGING

24 Case Studies 26 Initial Sketches 27 Mockups and Templates 28 Final Packaging

29 DESIGN ANALYSIS

LOGO DEVELOPMENT

LOGO: INITIAL SKETCHES

My initial name for my granola product was Crumble, which after feedback I realized did not relate enough to granola, and sounded more like a cookie product. To provide more transparency to the consumer, I went with Bare Grains, as it reflected the natural, raw impression I want the brand to portray.

LOGO: ITERATIONS

FINAL LOGO

I chose the bright orange color because I wanted the brand to be eye-catching. I considered using some earthy colors to reflect the nature of granola, but I found that with the transparency design of my packaging, I wanted the granola colors to stand out against brighter contrasting colors. With the orange, black. white and gray, the container looks to be one single unit offering a delicious peek at the contents.

GRAPHIC STANDARD

COLOR PALETTE

The color palette for the logo, business system and any associated graphics consists of four colors. The scheme features orange as one bright color that catches the eye and defines the brand while the rest of the colors are muted. The white and black are ubiquitous while the gray provides an extra shade to add dimension to the palette.

R 35 G 31 B 32 #231F20

C M Y K

0 0 0 100

R 119 G 120 B 123 #76787A

C M Y K

0 0 0 65

R 255 G 255 B 255 #FFFFFF

C M Y K

0 0 0 0

R 239 G 107 B 34 #EF6B22

C M Y K

1 72 100 0

TYPOGRAPHY DIN 30460 Std Neuzeit Grotesk Bold Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvxwyz 1234567890 For the graphic standard and business system, there are two fonts that are used: DIN 30460 Std Neuzeit Grotesk Bold and Gill Sans Std. All headlines in the business system must use DIN 30460 Std. Additionally, Gill Sans Std in the Light or Regular version is the standard for all body text. Gill Sans Std Light must be used on a white background, while Gill Sans Std Regular is for body text on a dark or orange background.

Gill Sans Std Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvxwyz 1234567890 Gill Sans Std Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvxwyz 1234567890

13 13

LOGO DIMENSIONS a

0.75a

2.25a

10a

LOGO VARIATIONS

ORGANIC WHOLE GRAIN GRANOLA

At the top left are some acceptable variations of the Bare Grains logo. It may be resized as long as the same proportions and spacing is maintained. It may be used in grayscale while it is within the appropriate color palette (see page 10). When placed against a white background, the bottom half of the logo may be changed to orange for better visibility. To the left are some examples of unacceptable variations of the logo. No part of the text or image may be removed nor may it be rotated or stretched in any way. The colors of the logo must always adhere to the given color palette in the acceptable formats as seen in the above examples.

1515

BUSINESS SYSTEM 1.375“

BUSINESS CARD: BACK The back side of the card is plain white with a minimal, asymmetric layout. It has the employee’s name in DIN 30640 Std in 25pt to be easily visible to a client. The rest of the information uses Gill Sans Light and the employee’s position stands out in orange.

SRUJANA DANDA

creative director | ceo 1.25“ srujana.danda@baregrains.com (233) 344-445 1234 Agency Blvd San Francisco, CA 98765

3.5“

BUSINESS CARD: FRONT The front side of the card is orange with the logo printed in the center. The card as a whole is 3.5” x 2”

2“

visit us at https://www.baregrains.com

1.5“

0.8“

1234 Agency Blvd San Francisco, CA 98765

Client Name 1234 Address Road City, State Name 12345

11“

1234 Agency Blvd San Francisco, CA 98765

Client Name 1234 Address Road City, State Name 12345

January 1, 2017

Dear Customer,

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Pellentesque ut tempor sapien. Maecenas et facilisis dui, sed tempus felis. Mauris imperdiet urna sem, sit amet tristique nisl tincidunt nec. Suspendisse rhoncus lectus a scelerisque accumsan. Phasellus lobortis eros in lacus euismod, sit amet efficitur lacus blandit. Integer vehicula ipsum erat, in laoreet ante dictum vel. Aliquam erat volutpat.

11“

Integer condimentum, lectus vitae facilisis fermentum, felis dui viverra nunc, in finibus mi lorem eu metus. Cras vulputate sagittis odio, ac bibendum libero viverra sit amet. Proin semper dolor imperdiet ligula placerat, sed tristique orci fermentum. Sed non tortor eros.

Sed et dolor massa. Nam fringilla metus et diam laoreet blandit. Maecenas id nulla ut metus venenatis condimentum non in dui. Proin interdum metus ac urna dapibus, sit amet mollis leo ornare. Integer et libero elementum, convallis risus vitae, aliquet augue.

Nulla auctor ante quam, eu posuere ipsum maximus a. Morbi in finibus nisi, imperdiet pulvinar tortor. Etiam vehicula lorem leo, vel sodales odio varius nec. Curabitur suscipit commodo ligula, et fringilla augue gravida a.

Sincerely,

Srujana Danda

Bare Grains CEO & Creative Director srujana.danda@baregrains.com

8.5“

1“

0.675“

1234 Agency Blvd San Francisco, CA 98765

Client Name Company of Client 1234 Address Road City Name, State 12345

1.6“

4.125“

9.5“

The design of the business system as a whole aims to display the notion of â&#x20AC;&#x153;the bare minimumâ&#x20AC;? as put forth by the brand. For this reason, the letterhead is a simple design with the logo in grayscale on the top right corner. The dramatic contrast of the orange stripe with the grayscale version of the logo creates a visual balance that echoes throughout the document. The envelope is a standard #10 with the logo, company address and client address on the front. The backside of the envelope has an orange accent on the top fold.

1919

MARKETING

The official Bare Grains website is https://www.baregrains.com, and is accessible via desktop and mobile devices. Detailed information about the products and how they can be purchased is provided, as well as the history and founding story of the company. In addition, a contact form is available through which a representative may be contacted. The products are shipped to supermarkets and grocery chains nationwide via our delivery trucks that are embellished with our signature orange color, and tote bags bearing our logo are available to purchase online and in stores.

PACKAGING

CASE STUDIES

BAMBOO

biomimicr y Bamboo is a flowering grass that grows in many different climates, from high mountainous areas to thick jungles. The stalks have been used for food, construction and tools as well as decorative items and musical instruments. The plant grows quite quickly, up to three feet in a day under the right conditions, and is known as an air cleanser by releasing unto 30% more oxygen than other plants.

The hollow and round tube is surprisingly strong and able to grow tall and thin without breaking. As it bends, the circular cross section bends into an oval, and this flexibility allows the stalk to stay intact. The height ranges from 1foot to over 1300 ft tall, depending on the species of which there are 1500 variations.

http://www.asknature.org/strategy/12205d4407e29b40ffccfc65ed0426bb http://blogs.sandiegozoo.org/2011/08/23/pandas-bamboo-and-biomimicry/ http://www.bamboo.org/GeneralInfo.html http://www.softschools.com/facts/plants/bamboo_facts/563/ http://bamboohabitat.com/wp-content/gallery/natural-bamboo-poles/bamboo-pole-natural.jpg http://bgfons.com/upload/bamboo_texture1595.jpg

The structure of bamboo has inspired the design of structural materials for buildings as they are known to have good carrying capacity and behave well when tested for bending, compressing and tensile strength. The shape also inspires efficient storage practices as they are able to be stacked next to each other. I was able to adapt this design to my product by creating a container that is tall and thin with a hollow inside that allows for easy pouring of the contents by the consumer.

BAOBAB

biomimicr y Acclaimed as the â&#x20AC;&#x153;Tree of Life,â&#x20AC;? Baobabs have achieved an iconic status that makes the prehistoric species of trees a recognizable silhouette. Native to the african savannah in a dry climate, the baobab is remarkably able to survive in those harsh conditions. They are best noted for having hollow interiors that are used by animals and humans alike for shelter, and fire-resistant bark that keeps them a resilient resident of the environment.

Baobabs have a lifespan of up to 5000 years, and have been known to grow over 160 feet high and 100 feet wide. They absorb and store water in their vast trunks, providing food, water, and shelter. They are also used for ceremonies and medicine as well as fiber, juices and beer. It has been discovered that stripping the tree of its bark does no harm as it regenerates, and the fiber from the bark has been used to make rope, baskets, cloth and waterproof hats.

https://aduna.com/pages/the-baobab-tree http://africageographic.com/blog/9-fascinating-baobab-tree-facts/ http://www.asknature.org/strategy/ea9a7c1c35864b034886fb22c7c88e2e http://webecoist.momtastic.com/2014/12/31/natures-wisdom-9-brilliant-examples-of-biomimicry-in-design/ http://www.krugerpark.co.za/africa_baobab.html http://static3.elblogverde.com/wp-content/uploads/2013/03/arboles-baobab-600x342.jpg http://imgc.allpostersimages.com/images/P-473-488-90/77/7799/EGP5300Z/posters/bruno-morandi-baobab-trees-morondava-madagascar-africa.jpg

The wide trunk and hollow interior of the Baobab tree has featured as a design inspiration for structural engineering of large buildings as well as sustainable housing units. The support provided by the swollen-looking trunk provides stability for the height of the structure. This inspired me to create a tall container with the girth to be held comfortably in a hand and carry small pieces of edible product in the same way the Baobab trunk holds and stores water.

PACKAGING: INITIAL SKETCHES

For my initial packaging design, I was influenced by the biomimicry of the bamboo shoot. As one of my goals for this project was to make a package that allows for easy pouring of a solid food product, I researched various types of spouts and it seemed to me that the asymetrically cut bamboo shoot was an innovative idea for pouring granola. It consisted of a simple pleasing shape, but one thing that worried me was the construction of the package. I noticed while looking at the older projects done by previous students that a cylindrical shape tended to be less neat looking than a package that had angles and folds. I sketched some additional packages with a ziploc enclosure, but I felt that this did not accomplish the pourable requirement as well as the cylinder did, so I decided to take the challenge and go with a circular, rounded structure.

2927

MOCKUPS AND TEMPLATES

I began the mockup process by making a few cyclindrical containers out of scratch paper. I struggled with getting the flaps to stay down and keep the structure standing together in one piece. One particular part that would not stay together is the plastic transparent window that is irregularly shaped. In addition, the logo on a such a small container was difficult to place as it needed to be visible despite the cap being on or off. With a lot of trial and error, I was able to manipulate my original curve (as seen on page 29) to the final packaging design shown on page 30. This also allowed for the Nutrition Facts label to adhere to the FDA regulations with the correct format and font size for better visibility and clarity for the consumer.

1.5” Nutr ition Fa ct s Serving Size 1 cup (50g ) Amount per se rving

Calories 240

Calories f rom Fat 120 % Daily Values*

Total Fat 14g Saturated Fat 4 g Trans Fat 0mg Cholestor ol 0mg Sodium 25mg Total Carbohydrate 24g Dietary Fiber 4 g Sugars 10 g

0% 1% 8% 20%

Protein 7g

1”

Vitamin A 2% Calcium 4%

ORGANIC WHOLE GRAIN GRANOLA

22% 20%

14% Vitamin C 2% Ir on 10%

*Percent Daily V alues ar e based on a 2,000 calorie diet. Your Daily Values may be higher or lower depending on your calorie needs.

Ingredients:

whole grain oats, sugarcane, barley, honey, sea salt, baking soda, dried cranberries, flax seeds

5.5”

Certified Organic Low Sodium 6 oz. net wt. (170.1 g) 5g Fiber

1”

1.5”

.5”

2”

FINAL PACKAGING

Nutrition Facts Nutrition Facts Serving Size 1 cup (50g) Serving Size 3/4 cup (55g) Servings Per Container 3

ORGANIC WHOLE GRAIN GRANOLA

Amount per ser ving

Calories 150

Calories from Fat 6 2 %%Daily DailyVValues* alue*

Total Fat 6.9g Saturated Fat 0.9g Trans Fat 0.0g Cholestorol 0mg Sodium 5mg Total Carbohydrate 24g Dietary Fiber 4g Sugars 9.4g Protein 7g Vitamin A 2% Calcium 6%

11% 4 % 0% 0% 8% 20% 14% V itamin C 3% Iron 13%

*Percent Daily Values are based on a 2,000 calorie diet. Your Daily Values may be higher or lower depending on your calorie needs.

Ingredients:

whole grain oats, sugarcane, barley, honey, sea salt, baking soda, dried cranberries, flax seeds

Certified Organic Low Sodium 6 oz. net wt. (170.1 g) 5g Fiber

The final packaging template had quite a few changes. The top curve of the spout had to be manipulated to make more room for labeling information. The cap now has a white version of the top half of the Bare Grains logo so that it does not get covered up when the top and bottom are together as they are for the majority of the time. Rather than have the package in two separate parts separated by the window, I joined them with the Nutrition label so that when put together, the curves are less likely to look irregular. I realized that some extra white circles to line the inside of the container would provide a cleaner look for the package. In addition, I placed a Certified Organic logo from the USDA which I found through research is an organization that monitors organic farming and harvesting.

DESIGN ANALYSIS Introduction Bare Grains Granola is a project designed by Srujana Danda that creates a branding, packaging and graphic system for an organic whole grain granola brand that caters to a health conscious community. With many popular brands of this product out there that contain excessive amounts of sugar, Bare Grains provides for granola lovers an eye catching, easy-to-use package with an alternate low sodium option containing more fiber than sugar.

Problem Statement

Objectives

Many granola products come in plastic, resealable packets that are messy to pour and often waste a certain amount of product at the bottom that is difficult to retrieve. Bare Grains should find a design solution that reduces the amount of waste while focusing on the ease of use on the part of the consumer. For example, a smaller package allows for portability, and a design that only requires the use of one hand fits into the world we live in. Many products are made to allow one-handed use, the prime example being a smartphone, which can be operated entirely with a thumb if need be (packworld.com). This is designed for both the busy consumer, and the disabled consumer, who fall into the audience of the Bare Grains product.

This project requires research into designing a spout for the package. Granola is a product that can be (and usually is) poured, especially in the loose state as it is for Bare Grains. It can be poured into the hand, into the mouth or into a cup of greek yogurt. To make it even easier for the consumer, the design of the package must include a comfortable circumference with an easily pourable spout. For this purpose, a cylindrical package would be best, as it can be easily stored and gripped, like a water bottle. Furthermore, it must include a transparent window through with the product can be seen, as this is proven to boost sales. Shoppers like to see what they are buying, as it provides clarity and a natural setting (wsj. com). Additional research must be conducted into the pros and cons of a cylindrical design as compared to others, and the material with which it is made.

Methodology

Evaluation

To achieve the objectives stated above, the designer must design a cylindrical package with a spout in Adobe Illustrator. This must include a top and bottom piece, which should fit together comfortably to provide a container for the granola product, and also leave some room for the transparent window. Next, all of the individual elements that must be included on the packaging should be gathered via research, such as the nutrition facts, net weight and cost of such a product. This research must be conducted both online and in person at a local grocery store. Following FDA regulations, these elements must be placed onto the Illustrator design and printed in order to test out a mock-up of the package. After that, the research about the material should be narrowed down to choose the best possible material for the package, and a prototype can be produced. The prototype must be tested with actual granola poured inside to test out the weight and the functionality of the material.

To evaluate the project, check if the best possible methods as provided by the research are followed for the packaging design and choice of material. User testing can determine these answers, and at least three users must be tested. The tester should be the designer, Srujana Danda. A successful design will hold the product and agree with the consumer. A further evaluation will be carried out via survey and the results will be reported in a table of ratings provided by the users tested. The following questions will be asked, on a scale of 1 to 5: Does the package stay together and contain the product? Does it feel sturdy to grip in your hands? Does the color palette appeal to you, and catch your eye? Would you choose this over your current brand of this product? Does the transparent window make you trust the product more? How likely are you to buy this in a store? How much would you pay for this product?

Project Summary

Sources

Bare Grains granola is targeted toward consumers who like to snack on-the-go while maintaining a healthy lifestyle, the Bare Grains brand promotes a design that provides comfort, portability and utility. Packaged in a cylindrical, easy-to-grip design, the granola can be poured with one hand without making a mess, and is resealable with the top of the container.

http://www.packworld.com/trends-and-issues/package-testing/one-handed-world-research-reveals-keys-user-friendly-packaging http://www.userfriendlypackaging.com/about-us-uk/ http://www.wsj.com/articles/see-through-food-packaging-boosts-sales-1407884666

SRUJANA DANDA

DES 116 | SS2 â&#x20AC;&#x2DC;16