Copyright Š 2015 by Jack Tianjian Xß tianjianjack@hotmail.com 714-906-4543 All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the publisher, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law. Final Product Photography Jason Ware 323-227-4173 jason@jasonware.com Headings Typeface: Avenir Next LT Pro Body Typeface: Garamond Premier Pro Cover Paper: EPSON Ultra Premium Presentation Paper Matt Endpage: Mohawk Britehue Vellum Orange Text Paper: Red River 32lb Premium Matt Double Sided Binded & Printed myself with EPSON R2000 Packaging Design 2 under the instructionof Ania Borysiewicz and Andrew Gibbs Art Center College of Design, Summer 2015
AutoZone Jack X端
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ABOUT THE COMPANY
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STORE AUDIT
PRODUCT EXPERIMENT
THE INDUSTRY
THE MARKET
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LOGO ANALYSIS
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CURRENT PACKAGING ANALYSIS
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research ideation
COMPETITION
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CUSTOMER INTERVIEW
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MIND MAPPING
SIX KEY ATTRIBUTES
CONCEPT STATEMENT
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DEMOGRAPHIC 40 CASE STUDY I | NIVEA 38
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CASE STUDY II | GILLETTE CASE STUDY III | TOM FORD
LOGO DEVELOPMENT PHASE I
LOGO DEVELOPMENT PHASE II
LOGO DEVELOPMENT PHASE III
FORM DEVELOPMENT PHASE I
FORM DEVELOPMENT PHASE II
FORM DEVELOPMENT PHASE III
FORM DEVELOPMENT PHASE IV
GRAPHIC APPLICATION PHASE I
GRAPHIC APPLICATION PHASE II
GRAPHIC APPLICATION PHASE III
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50 52 56
58 60 62
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68 70
BEHIND THE SCENE OF MOLD MAKING
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GRAPHIC APPLICATION PHASE IV
GRAPHIC APPLICATION PHASE V
GRAPHIC APPLICATION PHASE VI
GRAPHIC APPLICATION PHASE VII
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DETAILS & TECHNIQUES
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SEMI-FINAL PRESENTATION
FINAL PACKAGING PHOTOGRAPHY
BEHIND THE SCENE
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BIBLIOGRAPHY
production presentation
– research –
ABOUT THE COMPANY
For an important and initial part of the research, I visited a local9 AutoZone store in the San Gabriel Valley. It was a weekend but only a few people in the store. As soon as I entered, a shop assistant greeted me. I found AutoZone carry all kinds of stuff from interior and exterior to any kinds of car accessories. I could get myself lost in the store if I don’t know what item I am coming for. These items were well organized by their categories. The store opens from 8am to 10pm every day from Monday to Sunday. Only one hour less on Sundays. It covers most of the day and quite convenient if someone needs something in the evening. I bought a few items for packaging. The cashier asked me how do I find things okay. It was a good experience overall. Additionally, I know if I don’t know how to use or install a product, they can help you in the parking lot so you don’t have to figure it out alone at home.
ABOUT THE COMPANY
AutoZone was founded in 1979 as Auto Shack by J.R. “Pitt” Hyde III AutoZone’s first Chairman and CEO. AutoZone’s rich history is all about growth and continuing to provide WOW! As of February 14, 2015, AutoZone sells auto and light truck parts, chemicals and accessories through 5,042 AutoZone stores in 49 states plus the District of Columbia and Puerto Rico in the U.S., and 411 stores in Mexico and five stores in Brazil and 18 IMC branches for a total count of 5,476. AutoZone, Inc. retails and distributes automotive replacement parts and accessories in the United States. The company offers various products for cars, sport utility vehicles, vans, and light trucks, including new and remanufactured automotive hard parts, maintenance items, accessories, and non-automotive products. It also provides A/C compressors, batteries and accessories, belts and hoses, carburetors, chassis, clutches, CV axles, engines, fuel pumps, fuses, ignition and lighting products, mufflers, radiators, thermostats, starters and alternators, and water pumps. In addition, the company offers maintenance items comprising antifreeze and windshield
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washer fluid; brake drums, rotors, shoes, and pads; brake and power steering fluid, oil, and fuel additives; oil and transmission fluid; oil, air, fuel, and transmission filters; oxygen sensors; paint and accessories; refrigerant and accessories; shock absorbers and struts; spark plugs and wires; and windshield wipers, as well as discretionary products, such as air fresheners, cell phone accessories, drinks and snacks, floor mats and seat covers, interior and exterior accessories, mirrors, performance products, protectants and cleaners, sealants and adhesives, steering wheel covers, stereos and radios, tools, and wash and wax products. Further, it provides commercial sales program that provides commercial credit and the delivery of parts and other products to various customers. Additionally, the company sells automotive diagnostic and repair software under the ALLDATA brand name through the alldata.com; automotive hard parts, maintenance items, accessories, and non-automotive products through the autozone.com; and accessories and performance parts through the autoanything.com. As of August 30, 2014, it operated 4,984 stores in the United States, including Puerto Rico; 402 stores in Mexico; and 5 stores in Brazil. AutoZone, Inc. was founded in 1979 and is based in Memphis, Tennessee.
STORE AUDIT
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PRODUCT EXPERIMENT
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I bought a cabin filter for my car from AutoZone. Because I always have some sort of odor in my air conditioning system when I turn on the ECON mode. So I decide to replace my cabin air filter by myself. I found some videos and articles in the forums talking about where is the cabin filter for the specific year of my car and how to replace it. I brought some of my tools and the new one to my car. The hood can be opened which located under the locker on the passenger side. This was the hardest part because it was tight. Then I found the two screws and got them off. I removed the old filter which is full of dirt and dry leaves. I replaced the one into the slot and put the screws back. At last, I pop the board back and it was done. It was easier than I thought. It took me 20 minutes to replace. Now my air conditioning system smells no odor at all.
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THE INDUSTRY
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Automotive Parts & Accessories Stores Industry Overview Excerpt from Automotive Parts & Accessories Stores Report Companies in this industry operate physical retail establishments that sell sell automobile parts, supplies, batteries, and lubricants. Major companies include Advance Auto Parts, AutoZone, O’Reilly Automotive, and The Pep Boys (all based in the US), as well as ATU Auto-Teile-Unger (Germany); AUTOBACS SEVEN and Yellow Hat (Japan); Halfords Group (UK); and Super Cheap Auto (Australia).
Competitive Landscape Demand for automobile parts is driven by the age and mileage of vehicles in use and generally increases when fewer new cars are sold and older cars are kept on the road longer. The profitability of individual companies depends largely on inventory management and marketing. Large companies have economies of scale in purchasing and distribution. Small companies can compete effectively by carrying specialized parts or providing extra services such as fast delivery. The US industry is concentrated: the 50 largest companies generate about half of industry revenue.
Products, Operations & Technology Auto parts account for about 50 percent of retail sales; auto supplies 12 percent; and auto batteries and auto lubricants, about 6 percent each. Because products are used on vehicles after their original sale, the industry is considered part of the motor vehicle aftermarket. Products are sold to two main groups of customers. Do-it-yourself (DIY) customers are consumers who work on their own cars; do-it-for-me (DIFM) customers include commercial installers such as auto repair shops, gas stations, fleet operators, and car dealer service departments. Parts sellers who provide installation and repair services may also categorize customers of those services as DIFM.
THE MARKET
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Automotive After Market Business by Perry Byers With 225,882,103 vehicles operating in the United States during 2003 and an average annual growth rate of 2% 1 the Automotive After Market Accessory industry has a large potential customer base. However, there are currently 3,596 Automotive After Market Accessory Shops already open in the US, with combined annual revenue of $1,209,100,000. On average, 6 employees work at each shop, helping to bring in average annual revenues of $400,000. 2 According to Donna Reichle, the media relations manager for the National Automobile Dealers Association, “more than three in ten new vehicles are leased.� The problem with this for Automotive After Market Accessory Shops is that people who are leasing their vehicles are unlikely to spend money on accessories because they know that when the lease is up they must return the car in the same condition in which they received it. 3
Automotive After Market Consumer Demographics The factors used in evaluating automotive after market consumers are: age, household income, where they choose to purchase and how long they have been involved in the market.
THE MARKET
Income Profile There are noticeable differences in the distribution of household income between the general U.S. population versus the automotive after market consumers. Generally, industry consumers are more affluent than the population at large, which makes sense when one considers that automotive after market accessories are discretionary in nature. Compared to the U.S. population, the consumers are more concentrated in households with $35,000 or more in annual income. Slightly less than 75 percent of the consumers have an annual income greater than $35,000, while less than half of U.S. households have a similar income. Those consumers with household income over $35,000 increased 44 percent from 52.1 percent in 1990 to 74.8 percent in 1997. At the same time, the overall U.S. population in these same household income brackets increased only 1.2 percent. In 1999, the average household income of industry consumers was $57,185. These numbers indicate that funds spent on specialty equipment market products are discretionary in nature.
Vehicles These automotive after market consumers have an average of 2.9 vehicles in their household. Passenger cars are the dominant vehicle type with light trucks not far behind. The number-one concern for consumers as they select and use their vehicles is durability, followed by safety. Studies by J.D. Power and Associates, and Opinion Research Corporation International have found similar patterns for vehicle buyers in general.
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Trends in New Vehicle Attribute Preference Year Economy 1980 42% 1985 8% 1996 7% 2000 11%
Dependability 31% 41% 34% 33%
Price 14% 29% 11% 11%
Quality 4% 12% 19% 22%
Safety 9% 10% 29% 24%
Source: J.D. Power and Associates, Opinion Research Corporation International Source: SEMA 2001 Market Study. Covering the Whole Specialty Automotive Equipment Market. 146 page report. Specialty Equipment Market Association. Diamond Bar, CA.
Automotive After Market Industry Trends In 2003, the automotive after market accessories industry showed a 3 percent sales growth, making it one of the fastest growing sectors of the industry. 4 While the auto accessory industry as a whole is doing well, car audio sales are slipping. In 2003, nationwide car audio sales fell approximately 13.9 percent and an additional 1.2 percent decline is expected for 2004. 5 Dan Brettler, CEO of Car Toys, said that 2003 was the worst year for car audio sales in two decades. Additionally, the car auto industry is expected to continue to face challenges in the foreseeable future. Sales in this industry have historically been driven by a demanding and limited number of young males. 6
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Marketing
National Automobile Dealers Association Dun and Bradstreet – zapdata.com 3 Trade shows can be a great way to find both suppliers and buyers of Wellner, Alison Stein. Keeping Old Cars on the Road. American automotive after market accessories. The following is a list of some of the Demographics. 1997. 4 largest auto accessory shows in the United States: Retzlaff, Heather. Auto Aftermarket Says ‘Pimp My Sales’. 2004 5 Gilory, A. “MERA Talks Tough In Effort To Rescue Car Audio’s Future.” SEMA Show (Las Vegas, NV) – semashow.com TWICE. March 22, 2004. Vol. 19 Issue. 7, page 4. 6 International Auto Salon (Atlantic City, NJ) – semaias.com Lamm, Greg. “Car Toys sees after-market electronics demand shrinking.” SEMA Offroad (Indianapolis, IN) – semaoffroad.com Puget Sound Business Journal. SEMA Spring Expo (Indianapolis, IN) – semaspringexpo.com “This material is based upon work supported by the U.S. Small Business AAPEX (Las Vegas, NV) – aapexshow.com Administration. Any opinions, findings, conclusions or recommendations MERA Knowledge Fest (Louisville, KY) – merausa.org are those of SBDCNet and do not necessarily reflect the views of the U.S. SBA. The SBA funds this U.S. Small Business Administration (SBA) Grant. SBA’s funding is not an endorsement of any products, opinions, or Automotive After Market Trade Associations services. All SBA funded programs are extended to the public on a nondiscriminatory basis.” Automotive After Market Industry Association (AAIA) – aftermarket.org Mobile Enhancement Retailers Association – merausa.org International Auto Sound Challenge Association – iasca.com Specialty Equipment Market Association – sema.org 1
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LOGO ANALYSIS
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Logo since 1987
AutoZone’s logo has a 70’s look. It still uses the funky typeface and the drop shadow. The color combination still works today. It is not overwhelming, that’s something can be used in re-branding. The stripes must be cool by then. But it can be easily applied that same effect on the typeface these days. The white outlines and the drop shadow are definitely a no-no in logo design today.
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AutoZone’s website seems straightforward that viewers can easily find what they are looking for. It is frank and functional. The website also carries on the vibe of the logo and that brings some unity to the shopping experience online.
CURRENT PACKAGING ANALYSIS
The current packaging feels outdated. The bolts and nuts use the most economic method to present to customers. The information is straightforward. The bright green color has nothing to do with the brand and the product. There is too much information on the scratch remover on the left hand. Several different typefaces are competing with each other for attention. It is too busy on the primary display panel.
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COMPETITION
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Advance Auto Parts, Inc., through its subsidiaries, operates as a specialty retailer of automotive replacement parts, accessories, batteries, and maintenance items. The company also provides battery and wiper installation, battery charging, check engine light reading, electrical system testing, video clinics, loaner tool programs, and oil and battery recycling services, as well as loaner tool programs. In addition, it sells products online. The company serves do-it-yourself, do-it-for-me, or commercial customers in the northeastern, Mid-Atlantic, and southeastern regions of the United States. As of January 3, 2015, it operated 5,261 total stores and 111 distribution branches primarily under the Advance Auto Parts, Autopart International, Carquest, and Worldpac trade names, as well as served approximately 1,325 independently-owned Carquest stores in the United States, Canada, Puerto Rico, and the U.S. Virgin Islands. The company was founded in 1929 and is headquartered in Roanoke, Virginia.
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O’Reilly Automotive, Inc., together with its subsidiaries, engages in the retail of automotive aftermarket parts, tools, supplies, equipment, and accessories in the United States. The company provides new and remanufactured automotive hard parts, including alternators, starters, fuel pumps, water pumps, brake system components, batteries, belts, hoses, temperature controls, chassis parts, and engine parts; maintenance items comprising oil, antifreeze products, fluids, filters, wiper blades, lighting products, engine additives, and appearance products; and accessories, such as floor mats, seat covers, and truck accessories. Its stores offer auto body paint and related materials, automotive tools, and professional service provider service equipment. The company’s stores also offer enhanced services and programs comprising used oil, oil filter, and battery recycling; battery, wiper, and bulb replacement; battery diagnostic testing; electrical and module testing; check engine light code extraction; loaner tool program; drum and rotor resurfacing; custom hydraulic hoses; professional paint shop mixing and related materials; and machine shops. Its stores provide do-it-yourself and professional service provider customers a selection of brand name, house brands, and private label products for domestic and imported automobiles, vans, and trucks. As of December 31, 2014, the company operated 4,366 stores in 43 states. O’Reilly Automotive, Inc. was founded in 1957 and is headquartered in Springfield, Missouri.
COMPETITION
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The Pep Boys’Manny, Moe & Jack, together with its subsidiaries, engages in the automotive aftermarket service and retail business in the United States and Puerto Rico. The company’s service locations offer a range of automotive maintenance and repair services; and install tires, parts, and accessories. It provides tires; batteries; new and remanufactured parts for vehicles; chemicals and maintenance items; fashion, electronic, and performance accessories; and non-automotive merchandise. The company also sells various products under private label names, including tires under the names DEFINITY, FUTURA, and CORNELL; batteries under the name PROSTART; wheel covers under the name FUTURA; and air filters, anti-freeze, chemicals, cv axles, hub assemblies, lubricants, oil, oil filters, oil treatments, transmission fluids, custom wheels, and wiper blades under the PROLINE brand. In addition, it offers alternators, battery booster packs, alkaline type batteries, and starters under the name PROSTART; power steering hoses, chassis parts, and power steering pumps under the PROSTEER name; brakes under the name PROSTOP; and brakes, batteries, starters, ignitions and chassis under the VALUEGRADE name. As of January 31, 2015, the company operated 563 Supercenters, 237 Service and Tire Centers, and 6 Pep Express stores; and 7,524 service bays. The Pep Boys’Manny, Moe & Jack was founded in 1921 and is headquartered in Philadelphia, Pennsylvania.
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Genuine Parts Company, incorporated on May 7, 1928, is a service organization engaged in the distribution of automotive replacement parts, industrial replacement parts, office products and electrical/ electronic materials. The Company operates in four: Automotive Parts Group, Industrial Parts Group, Office Products Group and Electrical/ Electronic Materials Group. During the year ended December 31, 2012, the Company’s business were conducted throughout the United States, in Canada and in Mexico from approximately 2,000 locations. On February 1, 2012, the Company acquired Light Fabrications Inc. The Automotive Parts Group distributes automotive parts and accessory items. In addition to over 427,000 available part numbers, the Company offers inventory, cataloging, marketing, training and other programs in the automotive aftermarket. The Company, through its acquisition of Quaker City Motor Parts Co., is the sole member of the National Automotive Parts Association (NAPA).
CUSTOMER INTERVIEW Kevin is a car enthusiast. He has a home garage to change his car parts. He often goes to AutoZone for supplies. He is the person has good knowledge of cars to go to.
Jack:
What do you usually get from AutoZone?
Kevin::
Oils. And they have a range of choices of car accesories.
Jack:
How’s the experience of the store and the stuff or products?
Kevin:
They’re really helpful and professional. I can always get the right product I want from the store.
Jack:
How can they improve their service or products?
Kevin:
They have pro service which I find very thoughtful. So that some car lovers require higher quality parts can get want they want from AutoZone. I wish they can expend this line. Maybe have a sub-brand to promote professional parts and supplies.
Jack:
What service or products do you like the most?
Kevin:
Not anything specific. It is a convenient, fast, auto supplies store I’d like to go to.
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Erin is my friend. She recently visited AutoZone. I thought is going to be helpful to analysis the company if she can do an interview with me. And following is some of our conversation:
Jack:
What did you tried to find in AutoZone?
Erin:
Just a windshield wiper.
Jack:
How’s the experience of the store and the stuff or product?
Erin:
It’s low priced. And it works fine.
Jack:
How can they improve their service or products?
Erin:
I really hope there are more staffs in the shop so there won’t be a situation like there is only one cashier behind the counter. And more staffs can help more customers with their questions as well.
Jack:
What service or products do you like or find helpful as a female customr?
Erin:
I just got what I needed. I didn’t go for other sections because I don’t know any more about cars. As a female customer, they asked if I need any help installing the wiper. That was kind nice.
– ideation –
MIND MAPPING
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Mind mapping is a process which get every idea across on the paper. And later extract some keywords from the map into my concept or keywords. It is usually several 5-min sections.
SIX KEY ATTRIBUTES
RATIONAL CONFIDENT PRECISE SOLID POWERFUL SMART
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RATIONAL
CONFIDENT
PRECISE
SOLID
POWERFUL
SMART
analytical balanced deliberate enlightened impartial intelligent judicious levelheaded logical lucid prudent reasonable sane sensible sober stable thoughtful wise
bold convinced courageous fearless hopeful positive sanguine satisfied self-assured self-reliant sure upbeat
actual clear-cut correct decisive definite explicit literal narrow particular proper rigid rigorous specific strict
stable strong sturdy substaintial tight firm compact concrete hulk heavy
authoritative capable compelling dominant dynamic energetic forceful impressive influential mighty persuasive potent robust vigorous
agile astute bold brainy bright brilliant canny craft good nimble quick resourceful sharp shrewd slick wise
CONCEPT STATEMENT
This is a fast pace world. To keep up with the trend and hold leading position in the industry at the same time take efforts. We seek not only confident attitude, smart strategies, rational plans, and precise action in mind, and also solid equipment and powerful teams. We are willing to evolve with time and take the risks. Therefore, we need a new identity to attract the younger generation and new customers.
DEMOGRAPHIC
“I’m 25. And I work as a personal trainer.”
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Caroline is an independent woman who lives in Orange County. She works as a personal trainer in a small gym. She loves yoga and bikes. She allows likes to custom her motorcycle a little bit. She is a Do-It-Yourself-er. Sometimes, she rides to Huntington Beach with her friends. She is fashionable, also does some part-time model. She is confident with her lifestyle and her career.
CASE STUDY I | NIVEA
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The NIVEA brand is one of the most recognised skin and beauty care brands in the world. NIVEA creme was first introduced in 1911 and the NIVEA brand now extends to 14 product ranges worldwide from suncare to facial moisturisers, deodorant and shower products. A successful marketing plan relies on setting clear and relevant objectives. These must relate directly to the business’s overall aims and objectives. In other words, the marketing plan must fit with the overall company strategy that is set out in the business plan. Beiersdorf states its goal as ‘...to increase our market share through qualitative growth. At the same time we want to further improve our sound earnings performance so that we can fulfil our consumers’ wishes and needs with innovations today and in the future. This will give us a strong position within the global competitive environment. The marketing team set SMART objectives for the NIVEA FOR MEN relaunch. These are Specific, Measurable, Achievable, Realistic (given the available resources) and Time constrained (to be achieved by a given date). The marketing team used research data to forecast market trends over the next three-to-five years. This helped them set specific targets for increasing sales, growing market share and improving its brand image. Beiersdorf wanted to increase its UK market share for NIVEA FOR MEN, but also wanted greater market penetration for male skincare products. In other words, it wanted not just a greater share of the existing market; it wanted to expand that market. It wanted more men buying skincare products. One key aim was to move men from just considering skincare products to making actual purchases. It also aimed to sell more male skincare products to women. Research had indicated that women were often the initial purchaser of skincare products for men. NIVEA FOR MEN used this key fact as a way to increase opportunities for sales. Another objective was to develop the NIVEA FOR MEN brand image. The NIVEA brand has always stood for good quality products that are reliable, user-friendly and good value for money. The brand’s core values are security, trust, closeness and credibility. These values would be strengthened and expanded on with the re-launch, to get more men and women to think of NIVEA as first choice for skincare.
CASE STUDY II | GILLETTE
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The Gillette advertising machine is a complex and multi-headed beast. The offer product brands ranging from razors to body wash, and everything in between. With that many different product brands, one might think it would be near impossible to keep marketing focus on how to brand a product properly – but Gillette has done it, and done it very well. Today, a marketing case study on the Gillette advertising strategy, and how they manage to keep marketing focus steady with a wide range of product brands.
Gillette Advertising There’s no doubt about Gillette’s advertising credentials, they brand a product very well, and have been doing so for a long time. At this current phase of their product brands, Gillette’s best bet is not to recruit new buyers for their razors, but rather to set their marketing focus on getting current users to buy more blades. They brand a product by actually informing their users about why it’s a better idea to throw out their old blades faster and buy new ones, not throwing some fancy advertising pitch at them. Another way to expand usage of their product brands is to get men to shave other parts of their bodies. This requires a marketing focus on teaching men how to do it. So in the end, with all of this teaching, how does Gillette advertising brand a product effectively? They do it by setting their marketing focus on the emotion that drives their customers, not the product itself.
Brand a Product with a Passion Gillette advertising stays focused by not bothering with the actual physical properties of their product brands, but rather what they stand for. Gillette stands for confidence. When men shave in the morning with a Gillette razor, they’re not just grooming – they’re preparing for success. If you’re looking to brand a product across different groups, this is the best marketing focus to take.
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How Gillette Advertising can Brand a Product for All Men For this marketing case study we watched hours upon hours of how Gillette advertising brands a product, and we’ve come upon the secret. When they go about branding a product, they do so by showing sexy and powerful men engaging in the ritual of shaving. This invokes a powerful response – it builds an association between the power and sex-appeal of the men in the ad with the ritual of shaving. To brand a product this way is to create ascendant product brands – product brands that rise above their base function and fulfill something deeper. The greatest conclusion we reached in this marketing case study was that to brand a product upon a transcendent feeling or emotion was to create a truly powerful product brand. So to recap, in this marketing case study we found that: Gillette advertising is a massive undertaking. They have varied product brands throughout their central function of grooming that includes razors, shaving cream, deodorant, body wash, and more. To brand a product in such a varied product grouping, Gillette advertising sets its marketing focus not on the product features, but the driving emotions that power its product brands. Gillette advertising takes the ritual of grooming and turns it into unbridled success’ opening act.
CASE STUDY III | TOM FORD
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Today almost fifty year old, Tom Ford has been a fashion designer for 25 years. At the end of September he launched his first women’s line under his own label during an unusual fashion show which has generated huge international media coverage despite the fact that no photos of the actual collection were released after the event. He is not only a talented fashion designer but has an innate marketing sense. It is this unique mix of qualities which he mastered during his years of creative director at Gucci, a brand which he is accredited for having revived and reinvented following its decline of the Italian fashion house in the 80’s. After he left Gucci, he launched his own men’s line, masterfully positioning it as high end, top luxury, defined by a contemporary classic design. From the tasteful and extremely expensive concept of his stores, to the impeccable quality of its suits and accessories, the Tom Ford men’s brand is perceived as a one of the finest, in direct competition with legendary men’s brands such as Brioni, Kiton or Corneliani. His recently launched women’s line impeccably complements the men’s line establishing the Tom Ford brand as a true luxury brand. In a world dominated by the historical luxury brands, Tom Ford has succeeded in creating and imposing a young luxury brand in a very short period of time. What is the secret behind this success? – his independence which allows him to create freely. In an interview published in this month’s French Vogue, Tom Ford speaks about how bored he was during his last two years at Gucci, when he felt he was only working for more and more money. He speaks about losing the ‘’joy’’ and the ‘’fun’’ which provided him the inspiration which generated the huge success of his early years at Gucci. He also explains in the interview that when he is going to feel bored, he will give up and sell his own business. After leaving Gucci his first smart move was to sign two licence agreements, one with Italian luxury eyewear
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manufacturer Marcolin and another one with cosmetics and fragrances giant Estee Lauder. Banking on the huge awareness of his name, he sold over 1 million sunglasses and his fragrances which are widely present worldwide in every department store, airport, fragrance shop, have sold for hundreds of millions of dollars. These licensing deals have provided the base for his financial independence and are fuelling his investments in his own fashion lines. Does this mean he is going to target more mature women? Not necessarily. He not only destroys the myth that fashion can only be shown by skinny, young and beautiful women, but also creates a trend to worship the beautifully, naturally aging women. This will position his brand in a rank of its own, having no competition, as being unique. The tag line behind his message is ‘’respect’’, which is a very powerful and long lasting message. His innovative approach to ban all photography at the fashion show which was attended only by 100 guests and release the photos two months later was just another clever marketing strategy. This helped not only create a huge interest and curiosity but also has ensured he dominates the most important Vogue covers in the world in the December holidays issue. And we should expect even more ‘’surprises’’ from Tom Ford while his is ‘’having fun’’ creating probably the first true luxury brand in more than half a century.
– production –
LOGO DEVELOPMENT PHASE I
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AUTOZO N E 1
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LOGO DEVELOPMENT PHASE II
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1
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5
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速
速
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®
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LOGO DEVELOPMENT PHASE III
I optimized the logo for its readability. Cutting off some of the decorative elements to make it less “techy”. But in order to make the line weight of the typeface identical, I adjusted the smaller capitalised letters a bit bolder and bigger letters a bit slimmer. I also made some changes on the letter “E” to make it appears more neutral with the others. At last, I refined the letter spacing for optical excellence. It is based on a relatively new typeface “Intro” to state AutoZone’s ambitious in the new era.
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There is no PANTONE速 color assigned to this logo because in the graphic development phase, there will be some interesting colors applied around the logo. It will stand out in a colorful packaging. Plus it can pick up the packaging color to enhance the expirence of color-coding system.
Intro
ABCDEFG HIJKLMN OPQRST UVWXYZ .,:;?!@&
FORM DEVELOPMENT PHASE I
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For form phase I, I tried to explore different methods for different products. I referred a bunch of packaging books and websites. I got some interesting ideas and inspiration. Some of the ideas can be applied to my packagings and some of them can be adjusted before apply to mine. But there are still a lot of good ideas not been used because they don’t apply to my concept or category.
FORM DEVELOPMENT PHASE II
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In rough form making, it is essential to see how do the forms act in three dimensions. I can get a clear sense that how they open and close, how is the scale relationships, and where to put graphic applications later. I also have to consider whether the form is a good fit for my concept even though it is great by itself.
FORM DEVELOPMENT PHASE III
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In this phase, I came up with the form which became my later final form. And the three forms on the left got eliminated mainly because they are too feminine. They don’t fit AutoZone. And the triangular form doesn’t go well with the spray head.
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FORM DEVELOPMENT PHASE IV
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I found some inspiration of this form from a packaging book. This interesting method of organizing bolts and nuts became my star form later. Visually, it’s attractive and it’s simple to mass product.
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GRAPHIC APPLICATION PHASE I
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In this phase, it demonstrated how the graphic applications effect visually. The graphic cannot be too busy or simple. It has to serve its purpose to deliver information to customers on the shelves.
GRAPHIC APPLICATION PHASE II
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With the forms pushing forward, the graphics were also evolving along with the process. I made several versions of the graphics to select the best candidate. Some small changes made big differences on the overall appearance. I chose the one with some gradient color because it’s visually stronger with a dark color combination.
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GRAPHIC APPLICATION PHASE III
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Some of the forms as the Bolts and Nuts can be confirmed to be in my packaging suite. This phase was trying to add more form and graphics based on the star form I selected previously. On the left, is Scratch Remover with an innovative pump head.
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BEHIND THE SCENE OF MOLD MAKING
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I wanted to make a mock-up bottle with resin to enhance my packaging family. I spent three days in the model shop. I went through sawing, sanding, styrine box making, silicone degassing, mold making, resin mixing, resin dying, resin degasing, cast extracting, spray painting. It was going smoothly until the resin poured in. There are too many bubbles trapped inside of the bottle, and the color is not exactly what I expect. The appearance wasn’t qualified for my packaging presentaion. Therefore, it didn’t make through into my packaging family. But I learned a lot in mold making from the friendly shop assistants and my fellow classmates. The whole process cost around $300 and three days.
GRAPHIC APPLICATION PHASE IV
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Some of the forms developed into mature stages. More packaging could be added in. All of them carried the same identity of AutoZone. They have similar shapes. So they can be seen as one family on the shelves.
GRAPHIC APPLICATION PHASE V
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This is a major upgrade from the last checkpoint. The color scheme has been totally replaced. First of all, they are all in Pantone速 color values. And two more color has been added into the scheme. The packages were colorcoded by various categories. More items would come in to fill in the categories.
GRAPHIC APPLICATION PHASE VI
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In this phase, the forms and colors remain the same, but the typography layout is optimised. The color gradients were changed to high glossy finish. I used different kind of paper to make that happen. So major differences has been made in the structure since the last phase.
GRAPHIC APPLICATION PHASE VII
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Another major color scheme change according to the last critique. Color-coded packaging would take weeks of research and organizing. To avoid making mistakes in this stage, I categorize the products into two major groups–appearance and performance. Appearance category is blue. Performance category is red.
DETAILS & TECHNIQUES
In the process of making the final packaging, I used several different techniques I haven’t tried before. First, chromatech, a process to make smaller types or icons stick onto various surfaces, somewhat expensive, come with glossy finish which I used on mine. Paper combination, I used after graphic application phase VI. It was challenging to perform the paper shift in one packaging pattern. It changed the structures a lot. And vinyl boxes, they are difficult to make. Fingerprints were easily getting onto the surface. I got special perforation cutter to make neat, uniform fold on the vinyl material. To make two pieces of vinyl connecting mechanically is also challenging.
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chromatech
– presentation –
SEMI-FINAL PRESENTATION
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Semi-Final presentation is hardcore. We made a lot of changes and a lot of modifications for this important critique opportunity. And this is also a great chance to practise our public speaking skills. We dressed more formally to present our work and design as we do in front of real clints. After the presentation and critique, we have to make more modifications according to the notes we took. Refinement has to be made before the final presentation which is three weeks later (actually two weeks later because we have to make them before the professional product photo shoot).
FINAL PACKAGING PHOTOGRAPHY
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BEHIND THE SCENE
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Professional photography is a super important step for post-production phase. Sometimes the packaging looks great but the photo doesn’t show as good as the real design. It cannot be published just because a bad photo. I found a professional photographer to take mine. We took three solid hours on composition and lighting. The result I found pleasing.
Jason Ware in his studio
BIBLIOGRAPHY
CASE STUDY I | NIVEA “Business Case Studies Teaching Business Studies by Example.” Business Case Studies. N.p., n.d. Web. 10 Aug. 2015. CASE STUDY II | Gillette “Gillette Advertising Case Study: Best Tactics to Brand a Product Line.” 602 Communications RSS. N.p., 13 Jan. 2013. Web. 10 Aug. 2015. CASE STUDY III | TOM FORD “How TOM FORD Is Rewriting the Rules of Creating a Luxury Brand” CPPLUXURY RSS. N.p., 14 Dec. 2010. Web. 10 Aug. 2015.
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Jack T. X端