From the Hills of Kumaon by Tripti Shrivastava

From the hills of

KUMAON

Design Project 1 Tripti Shrivastava M.Des Graphic Design 2014 S1401114 Guide: Dr. Tridha Gajjar Associate Faculty Graphic Design

Acknowledgement I take this opportunity to express my gratitude towards my guide Dr. Tridha Gajjar for her valuable support and guidance throughout the project. She has been very helpful and critical at every step of the design process due to which I have been able to come up with substantial outputs. I also thank Mr Tarun Deep Girdher for his guidance that helped me look at the problem from a different perspective. I am thankful Suresh Bhai from NID Print Labs and the textile department for helping me with my material explorations. I finally thank my friends and family for their understanding, time, support and constructive critisism that helped mme throughout the process.

Contents Initial Proposal

Research and Analysis

Explorations

Refinement

Final Proposal

Furture work

113

References

121

Initial Proposal

From the Hills of Kumaon Redesigning package graphics and building a visual system for Kilmora.

Introduction

Scope of Project

Proposed Methodology

Kilmora is a brand promoted by Kumaun Grameen Udyog (KGU), an organization established as a Section 25 company by the Central Himalayan Rural Action Group (Chirag) in 1996. It is mandated to plough back all profit into rural development activities. Through their range of products they strive to give quality and a fair deal to both the customer and the rural producer.

The project entails examining the package graphics of all the product range (on bottles, plastic satches, pet jars, product tags etc..) and developing a cohesive visual language (including the information structure, colour palette & typographic hierarchy) from the perspective of ethical branding and ease of production.

Phase 1 - 1 week Understanding packaging and package graphics on grounds of ethical branding. Studying similar products, customer behavior and interactions.

Project Deliverables Their products include hand woven and hand knitted textiles; apricot skin care products; organically grown culinary herbs, cereals and spices; and processed foods suchas ghee and fruit spreads. These products are available at a variety of stores such as FabIndia as well as online stores such as jaypore.com

Developing a visual language and package graphics for the product range.

Phase 2 - 1 week Analyzing the collected data. Understanding the different branding tools, including package graphics, visual identity and typographic hierarchy. Phase 3 - 2 weeks Visualizations and explorations. Phase 4 - 1.5 weeks Refinement and Corrections. Phase 5 - 5 weeks Documentation

Research and Analysis

Understanding the Brand Case studies The visual language Existing labels

Understanding the Brand - Kilmora Secondary research: understanding the context

Kilmora is a brand promoted by Kumaun Grameen

processes of apricot kernel For the weavers, round-

Udyog (KGU), a not for profit organization

the-year income enables them to think of better

established as a Section 25 company by the Central

futures for their children and themselves. For many

Himalayan Rural Action Group (Chirag) in 1996;

of the producers taking home supplementary

it is mandated to plough back all profit into rural

earnings – the knitters or women farmers who have

development activities.

no other means of earning on their own.

As a part of their initiative, Kilmora works with close

The cash they receive gives them greater control

to 200 artisans and sources from around 350 farmers

over their lives. In a region largely dependent on

in the Kumaon region of the Himalyas. Kumaon is

subsistence agriculture and a variable fruit crop,

one of the two regions and administrative divisions

KGU’s outreach gives a meaningful income to the

of Uttarakhand, a mountainous state of northern

families it is involved with. Apart from the direct

India. The small hilly communities of northern

wage generating and marketing activities, KGU also

India survive on meagre fixed means of livelihood.

contributes to concrete and tangible community

Kilmora supports and enhances locally available

development projects. At present, these include

skills and resources of these communities such as

contributions towards two major initiatives of the

traditional knitting of locally sourced wool.

Central Himalayan Rural Action Group (Chirag): an eight-bed hospital in Sargakhet village, and a rural

KGU’s products give benefits directly to the

primary school that has been functioning since 2004

community. The agricultural products are sourced

in Simayal village, Nainital District.

directly from farmers, they strive to pay the artisans a fair wage. KGU also helps to maximize the returns to rural producers – buying hand-spun yarn from high altitude sheep-rearers, finishing the textiles locally, and using local expertise in the value-addition

Above: Retail store in Sitla Village (near Mukteshwar, Nainital district, Uttarakhand) Image source: www.kilmora.in Left: Local artisans working on hand-knitted products Image source: www.kilmora.in

Fair Trade Forum- India KGU is a member of the Fair Trade Forum- India (FTF-I), which is a not-for-profit organisation, registered under the Societies Registration Act 1860 and works with more than 200,000 producers â&#x20AC;&#x201C; artisans and farmers â&#x20AC;&#x201C; through more than 100 member organisations. FTF-I envisions to facilitate empowerment and sustainability of the grassroots artisans and crafts persons through fairness and transparency in trade, alleviating poverty, ignorance and unemployment in India and ushering in human development and social change by advocating and promoting Fair Trade with global accountability. Its is to promote and strengthen Fair Trade concepts and practices among all stakeholders including producers, intermediary organisations and consumers globally in designing, production, marketing & development with missionary zeal through commercially viable and fairly traded products, goods and services by providing & creating dignified opportunities for artisans and craft persons.

The name ‘Kilmora’ The brand gets its name from Kilmora, a short plant with wild berries found in the Kumaon region., which was used for washing the utensils of Katarmal Temple (Almora, Uttarakhand). The people bringing Kilmora were called Kilmori and later “Almori” and the place came to be known as “Almora”.

Left: Signage for retail store in Sitla Village (near Mukteshwar, Nainital Located in a traditional village house, the shop at Sitla village has become a landmark for tourists visiting the Mukteshwar area. Image source: www.kilmora.in Above and right: Berries of the Berberis aristata/ Kilmora/ Daru Haldi/ Tree Turmeric, growing in Ranikhet, Uttararkhand Image source: anuradharoy.blogspot.in

The Kumaon Region

The Kumaon region consists of a large Himalayan

Limestone, sandstone, slate, gneiss and granite

tract, together with two submontane strips called

constitute the principal geological formations.

the Terai and the Bhabhar. The submontane

Mines of iron, copper, gypsum, lead and asbestos

strips were up to 1850 an almost impenetrable

exist; but they are not thoroughly worked. Except in

forest, given up to wild animals; but after 1850 the

the submontane strips and deep valleys the climate

numerous clearings attracted a large population

is mild. The rainfall of the outer Himalayan range,

from the hills, who cultivated the rich soil during the

which is first struck by the monsoon, is double that

hot and cold seasons, returning to the hills in the

of the central hills, in the average proportion of 2000

rains. The rest of Kumaon is a maze of mountains,

mm to 1000 mm. No winter passes without snow on

part of the Himalaya range, some of which are

the higher ridges, and in some years it is universal

among the loftiest known.

throughout the mountain tract. Frosts, especially in the valleys, are often severe.

The rivers like Gori, Dhauli , Kali etc rise chiefly in the southern slope of the Tibetan watershed

The colors in the valleys is a treat to the eyes; nature

north of the loftiest peaks, amongst which they

at its best. The valleys are lush green in the summer,

make their way down valleysâ&#x20AC;&#x2122;of rapid declivity and

with numerous flowers and fruits growing in the

extraordinary depth. The principal are the Sharda

region and the lush green hills. In winters, snow

(Kali), the Pindari and Kailganga, whose waters join

covers most of the region. With the sun reflecting

the Alaknanda. The river Sharda (Kali) forms the

the snow, it forms a very picturesque image of very

international boundary between India and Nepal.

vibrant colors; winter comes with its own set of fruits

The pilgrim route currently used to visit Kailash-

and flowers.

Mansarovar, goes along this river and crosses into Tibet at Lipu Lekh pass. The chief trees are the Chir Pine, Himalayan Cypress, Pindrow Fir, alder, sal or iron-wood, and saindan.

The valley of flowers, Uttarakhand. Image source: www.euttaranchal.com

Aipan and Rangwali Pichhaura

Aipan is one of the traditional forms of Rangoli,

grandmother, every women in the family wear it on

dyed first in yellow colour and then dots were

practiced in the Kumaoni region. The art is

occasions be it namkarna or marriage, upanayan or

printed with the help of a coin wrapped in cloth.

associated with a great degree of social, cultural

mundon. It has a special significance and mandatory

Common colours available in market were used for

as well as religious significance. Aepan or aipan

for all married women in the family or close relation.

it earlier but now rapid colours are being used. The

or alpana is an art which has a special place in all

homemade pichhaura were printed with ordinary

Kumaoni homes. The word aipan is a derivative of

In the center, a swastik is drawn and in four quadrant

arpan. A commonly used word for it is likhai (writing),

of swastik, sun, shankh (cronch shell) and a bell with

although it is a pattern made with the fingers.

Om and goddess are drawn. The swastik is made by

These used as ritual designs for pujas, festivals and

drawing some geometrical drawings or leaves and

ceremonies connected with birth, janeu (the sacred

flowers and then surrounded by small dots. The swastik

thread ceremony), marriage and death.

represents all the gods and goddesses. It is drawn in some form or the other at all the religious rituals. It

The raw material used is simple ochre (Geru) colour

denotes the karmyoga. Its four arms pointing forward

and rice paste. It is mostly women who paint the

inspire to move ahead.

designs on the floors and walls of their homes using

the last three fingers of the right hand. Once the

The first quadrant of swastik houses Sun, the god with

ochre base is ready the artist draws the pattern free

great power. Sun is worshiped for well being of sons.

hand. Chowkies are made with mango wood and

Second quadrant houses Goddess for prosperity and

painted with special designs for each occasion.

well being of all nears and dears, third quadrant has

Pattas & thapas are made directly on the walls or on

a shankha which is blown during worship and all the ill

paper and cloth. Earlier the paint used was made

omen are understood to fear this sound and not dare

from natural dyes. Often Kumaon is associated with

to harm anyone around. The last quadrant has a bell

the red and white pattern of the aipan.

which is also used in worship.

Rangwali Pichhaura is a garment worn at ceremonial

In olden days, the Rangwali Pichhaura was made at

occasions in Uttarakhand. From bride to great

home. A few meters of white cloth was washed and

colours, which used to spread on getting moist.

Above: The vibrant colors of rangwali pichhora Image source: www.uttarapedia.com Left: Aipan design Image source: blog.himvan.com

Understanding the Brand - Kilmora Primary research: conversation with the client

Q Who is your taget audience? A There are multiple sets of target audience.

Q Why have you used glass and plastic bottles for

Q We will keep the label sizes the same (as they

same products?

perfectly fit the product) but can we break/ cut the

Currently we have three retail outlets in the region

A The glass cont ainers were started specially for

label in more than one parts?

we are based in, so the tourists visiting the area is

one of our big clients Himjoli (it is a chain of retail

A You can do that as long as application of the

one category of target audience. The area attracts

outlets across Uttarakhand for products of the hills,

labels does not become very tedious.

high-end tourists staying in boutique hotels and

one in Delhi and one in Bangalore). They needed

resorts. We also sell through prestigious exhibition

glass bottles for gift packs, especially corporate

Q Is there a constraint on the number of colors to

like Nature Bazaar and Dastkari Haat Samiti. We

gifting. They felt they could command more price

be used (printing purposes)?

retail through online portals like Jaypore, which

with glass packaging. The plastic containers are

A Something which is doable in a basic printing

caters to the design and craft conscious people.

used for our own retail sales as they are easier for

press without compromising the quality and also,

We also sell through a lot of boutique stores in the

the tourist to take back and there are no damages in

not very expensive.

big cities like Delhi, Kolkata, Bangalore, Hyderabad,

the transit.

Q Can we change the paper that is used for the

Ahmedabad (House of MG), Lucknow etc. FabIndia and Anokhi do a lot of bulk buying from us, so a

Q Do you have any preference, imagination (how

existing labels or do we stick to the same quality

typical FabIndiash buyer would be our kind of client

you want it to be), any design idea in mind?

and thickness?

as well.

A Simple, elegant, functional, shape and size such

A Feel free to change the quality and thickness of

that there is no wastage of material, reflective of

the paper according to your design. As you would

Q Will you keep these product only till your own

itâ&#x20AC;&#x2122;s origin i.e. made in Himalayan region and purity/

have seen in the physical samples I sent you, that so

state or do you plan to expand nation-wide?

genuineness, some consistency in visual language

far there has been no consistency in the quality and

A We have our retail stores only in Kumaon region

(right now different product categories have all

thickness of paper used in our packaging.

of Uttarakhand, but we supply to a lot of places pan-

together different visual language).

India and we are constantly looking for increasing our reach.

Q What is the typeface used in the existing labels? A Century Gothic regular

To understand the brief, the context and the constrains better, a questionaire was prepared and sent to Ms Sarika Samdani, the General Manager of Kumaun Grameen Udyog.

Q Can we change the color of the LOGO according to the product?

A No. We would like to maintain the same color combination for the logo on all products.

On the basis of her replies, the following points were deduced: •

and craft conscious people, people who attend the craft exhibitions and various boutique

Q Is this a Live Project? Will you adopt these redesigned surface graphics if you like them?

A We would be very happy to do so, with due credit and acknowledgement. We are just setting up a new facility for processing and packaging of all our food products with superior level of food safety standards, hygiene and better product quality. So we would want to launch it with a new look.

RIght: The core team A core team manages the operations of the organisation. However, the foundation and spirit of KGU are the artisans and growers whose products constitute the Kilmora brand. Image source: www.kilmora.in

The target audience are basically the design

• •

There are broadly two ways in which they sell their products, online and offline- online stores and offline, through their retail stores in Kumaun region, the crafts exhibitions, through their clients like Himjoli and others.

The printing technique and paper used should be accessible and readily available.

•

Since the labels are placed on the products by the locals, it should not be too tidious and

stores and the tourists visiting the region. •

The design needs to be siple and functionalm keeping true to brand’s origin and purpose.

confusing in terms of its shape and application. •

The logo needs to be untouched. However, there are no conatrains in terms of its placement on the label.

Case Study- Fabindia An established brand working on a similar philosophy

Founded in 1960 by John Bissell to market the

alternative to the mass-produced, while creating

diverse craft traditions of India, Fabindia started out

sustainable livelihoods in the rural sector. It links

as a company exporting home furnishings. The first

over 55,000 craft based rural producers to modern

Fabindia retail store was opened in Greater Kailash,

urban markets, thereby creating a base for skilled,

New Delhi fifteen years later.

sustainable rural employment, and preserving India’s traditional handicrafts in the process. The products

By the early eighties, Fabindia was already known

of fabindia are natural, craft based, contemporary

for garments made from hand woven and hand

and affordable.

printed fabrics. The non-textile range was added in 2000, while organic foods, which formed a natural extension of Fabindia’s commitment to traditional techniques and skills was added in 2004, with personal care products following in 2006. Handcrafted jewellery was introduced in 2008.

quality control, access to finance and raw materials. Fabindia’s endeavour is to bring customers’ a choice of products and lifestyle – that offers an

thereby help fulfill the need to provide and sustain employment. It blends indigenous craft techniques with contemporary designs to bring aesthetic and affordable products to today’s consumers. Its endeavor is to provide customers with encourage good craftsmanship. Its products are

customers around the world.

sourced from all over India. Fabindia works closely with artisans by providing various inputs including

It’s mission is to harness the transformative power of

artisans, providing various inputs including design,

the vast and diverse craft traditions of India and

endeavours to bring all that one loves about India to

largest private platform for products that derive

India where the company works closely with the

that there was a need for a vehicle for marketing

hand crafted products which help support and

Mission

proportion of these are sourced from villages across

Fabindia was founded with the strong belief

Fabindia envisions to celebrate India and

Today, with a pan-India presence, Fabindia is the from traditional crafts and knowledge. A large

Vision

Philosophy- Inclusive Capitalism

a well-run business committed to profitable growth in support of its vision. It aims to strengthen and support the community of customers, designers, artisans, farmers, makers and entrepreneurs inspired by India. It strives to give the customers products that delight them by interpreting the rich heritage and traditional knowledge, while protecting the natural environment.

design, quality control, access to raw materials and production coordination. The vision continues to be to maximize the hand made element in their products, whether it is handwoven textiles, hand block printing, hand embroidery or handcrafting home products.

Values & Guiding Principles To ensure to delight the customers with the products and service, and always make them feel that they are getting great value for their money. To design , make and sell products with intrinsic worth that comes from the original designs, knowledge, care and skill with which the products are made. To be true to their commitment and history as an ethical and trust-worthy brand by promoting a stake-holder based community model representing inclusive capitalism. To constantly share their Vision with their employees, suppliers, business associates and customers, so that they collectively ensure that all their actions are in service of their Vision, Mission and Guiding Principles.

Right: Fabindia skin care products range Image source: www.indiaprwire.com

â&#x20AC;&#x153;In addition to making profits, our aims are constant development of new hand woven products, a fair , equitable and helpful relationship with our producers and the maintenance of quality on which our reputation rests.â&#x20AC;? John Bissell, Founder (the original vision)

Fabindia Products

The major portion of Fabindia’s product range is textile based. Non- textile introductions to this range are Home Products (introduced in October 2000), Organic Food Products (introduced in July 2004) & Fabindia’s range of authentic Personal care

There is a large range of products that are textile based that are broadly classified into various categories that include-

Every category in the textile-based products range comes with a tag that is dedicated to that that specific style. It introduces the users to the craftwork and also adds a personal touch to the genuineness of the product. Since the company envisions to

•

Ajrakh

•

Applique

The textile-based product range includes ready-to-

•

Bagh

wear garments and accessories for men, women,

•

Chanderi

Also, it helps in differenciating the different craft

teenagers and children; bed, bath, table and kitchen

•

Chickenkari

techniques and yet, at the same time, the common

•

Gudri

•

Hand block

types of cereals, grains, pulses, spices, sugar, tea,

•

Hand crafted

coffee, honey, fruit preserves and herbs. Its range

•

Hand embroidary

of authentic Personal care products includes soaps,

•

Hand painted

shampoos, hair oils, pure oils, moisturisers, body

•

Hand tie-died

scrubs, face packs, hair conditioners & special skin

•

Handspun and handwoven

•

Handwoven

•

Ikat

•

Jamdani

•

Kalamkari

•

Maheshwari

•

Natural dyes

products (introduced in March 2006).

linen; floor coverings, upholstery fabric and curtains. Cotton, silk, wool, grass, linen and jute are the basic fibres used. Fabindia Organics carries several

care products.

Textile-based products

celebrate India and its various art and craft forms, these tags hold true to it.

visual language combines it all suggesting that it belongs to one broad category of product range. The visual treatment given to the tags suggests to its organicness and earthiness.

Image source: branded-clothing-india.blogspot.in

Organics and Skin Care The Fabindia organics and skin care product range follow a unique visual language; with the logotype always being on a darker base color. Both the categories have a wide range of products in it. The visual language is such that each product has its own identity, the product category has its own language and then there is this cohesive language that is followed by every product suggesting what brand it belongs to. The various patterns and color coding help in differenciating the different product types and at the same time, the common language followed bring them under one name- Fabindia. The paper used for the labels is of matt finish and the colors used are very pastel in case of skin care and rich in case of the fruit spreads, suggesting the type of product it contains.

The Fabindia skin care products and labels Image source: www.fabindia.com

The Fabindia organics products Image source: www.fabindia.com

Case Study- Asal An established local Brand

Asal is a unique lifestyle store located in the

all that one may need to adopt such a lifestyle.

herat of Ahmedabad, Gujarat. Itâ&#x20AC;&#x2122;s aim is to bring

The extensive product range is offered in four

wholesomeness and sustainability into the lives

categories: food, lifestyle, personal care and

of people through products that are organic and

toys. The product list also explains the nutritive/

chemical free in origin.

therapeutic value of each product, its benefit/ potential harm to a given type of constitution.

The raw materials for Asal products are sourced from farmers across the country and all its

Asal owes its philosophy to the traditional Indian

products are hand processed following traditional

science of Ayurveda. All raw materials and products

methods thereby promoting culture and craft,

are procured from organic farms, natural sources

providing employment opportunities and adopting

and traditional crafts people. The materials are

sustainable practices. In addition to organic foods

carefully selected and hand processed in traditional

the store also celebrates handicrafts and utensils

ways as prescribed by the VedRaj. The methods

from different parts of the country.

ensure that the wholesomeness of the original grain

Use of traditional building materials, low seating

is retained at all time. The fact that their food range

arrangements, ventilation trellises, hand operated

ASAL is probably the only organic store in India to

can be stored at room temperature speaks volumes

fans, rainwater harvesting mechanisms, walking

have consciously shunned the use of electricity on

in its favour. Asalâ&#x20AC;&#x2122;s product range strictly keeps out

bare foot, diffused natural light and the absence of

its premises. In its stead are numerous castor oil

hybrid and 19GM seed products.

electricity point to a traditional sensitivity.

lamps that provide a soothing light at even fall and

There is a deep philosophy, often lost on the

traditional hand operated ceiling fans that bring in a

Asal encourages and educates its visitors to

untrained eye, at the back of everything Asal stands

breath of coolness with every swing.

rethink in traditional and sustainable ways by

for. Apart from all else, a visit to Asal is like a journey

design. An intricately carved wooden door at the

into an era gone by.

Very conscious of threading lightly on the planet,

entrance depicting stories of traditional life style

Asal - meaning real, offers within its premises

welcomes the visitor. Cow dung flooring and lime

Asal was started by a young environmentally

a lesson in alternative living and on its shelves

plastered walls help to create a cool ambience.

conscious entrepreneur Shripal Shah in 2001.

Left: Numerous castor oil lamps on the ceiling Right: The Silk Mark India tags that doesn’t follow the visual language and the theme of the place. Images were clicked while visiting the store on March 10, ‘2015 Below: The Asal products kit Image source: shop.gaatha.com/

The packaging of the products and the store as a whole justifies the philosophy of Asal. Everything in the store has got an earthy touch to it. However, there is no distinction between the different product types and categories; every product’s label has been given the same visual treatment except for the cloth tags (Silk Mark India). The design of the tags and the material used does not go by the overall feel of the store and other products. Also, the typographic hierarchy followed on the labels and the tags is not ideal.

The Visual Language Secondary research: Understanding visual language in packaging design

Brands need cultural relevance to survive and thrive. Relevant brands merge with specific consumers’ lifestyles, but the strongest brands inspire and create their own cultures. They’re edgy in some way and they transcend boundaries. They are understood and embraced globally as long as they remain unique, authentic and true to their values. If we look at the reason why powerful brands

Brand Promise Brand promises must be believable, clear, unique, compelling and endearing to the customers. All

There are typicallly five stages of consumer behavior that help in the decision making: •

marketing and communication tools must reinforce

a need which triggers the idea of making a

the promiise such that the brand is shown to be

purchage. This can be activated by marketing

uniquely qualified to deliver on it.

Brand Value

and advertising messages •

Information research: consumer seeks value and looks at the options for meeting the need. Past

have cultural context, it boils down to storytelling.

At the core of any brand’s identity are brand values

Stories connect people to brands in an emotional

- the things the company/organization believes

experience, brand affinity, referrals from friends,

manner. They are compelling. Their powerful stories

in. brand values guide all decisions and provide

attract consumers who become fans and then

sales people and authorities are considered and

a framework for marketing communities and the

form a community around the brand, feeding the

brand’s public personality.

they play a major role. •

fundamental human need to belong.

Brand Essense Why do people buy one brand over another? A growing body of consumer-behaviour research shows that people many rationalize buying decisions based on a set of facts, but they purchase based on a feeling. Buying isn’t always a rational decision, it is often an emotional one. If the product is hugher priced, the buyer must be drawn to the package, not just from an impact standpoint but with the emotional conviction that it’s worth the money.

Problem recognition: consumer perceives

The intrinsic properties that characterize or identify

emotionala and rational factors are at play. •

the brand - its heart and soul. Brand essense is

is the rich, multidimensional caharcter of a brand, and it must be conveyed in every aspect of the consumer’s experience with the product.

Purchase decision: based on price, availability, terms of sale, retail location and past

consice, enduring, aspirational and yet attainable and extandable. It’s not a tagline or logo; rather, it

Evaluation of alternatives: personal criteria and

experience are at play •

Post purchase behaviour

Product graphics and the visual language followed play a very inportant role in each and every stage of the purchase behaviour of

The Wow Factor Defining wow:

a consumer. The use of imagery demonstrates

•

It elevates perception within the category

use and craetes appetite appeal. The

•

Creates interest and involves consumer at

language should be aligned to the brand promise, value and essense and also to

different levels

the contemporary cultural trends to craete

•

It is groundbreaking in its approach

an emotional appeal and evoke desired

•

The brand and product feel at one with

emotions. It should be directly related to the specific demographic of the target audience so that they can relate to it.

each other •

It stands out in a sea of ‘sameness’

•

It emotionally touches the audience.

“You have to decide what image you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the marketplace.” - David Ogiluy 24

The Existing Labels Analysing the present visual language of the Kilmora products

Few of the existing labels

Plastic container for herbs

Glass container for fruit spreads

Plastic bottle for apricot oil

Observations

Measurements of the labels and the containers.

Herbs- plastic container Length

Height

Diameter Apricot oil- 100ml

Length

Height

Bottle

14 cm

7.3 cm

5.8 cm

Label

11.5 cm

5.5 cm

Apricot oil- 200ml

Length

Height

Bottle

17.5 cm

9 cm

3.8 cm

Label

14 cm

7 cm

Length

Height

Diameter

Bottle

21.2 cm

5 cm

Fruit spread

Length

Height

Label

14.5 cm

3.8 cm

Bottle

27 cm

5.2 cm

Lid

5.8 cm

Label

25.5 cm

Box

21.2 cm

5 cm

Label

14.5 cm

3.8 cm

Lid

Herbs- glass container

Length

Height

Diameter

Box

18.8 cm

6.1 cm

Label

16.5 cm

4.4 cm

Lid

Apricot scrub

The labels of every product category was analysed to come up with a list of all the information available on them.

SWOT analysis of the brand and the existing design

Strenghts •

The product is organic.

•

It is genuine.

•

The organization is a socially responsible one.

•

The brand and the organization is rooted to is origin - has a strong cultural base and connection.

•

The brand is set in a region where tourists visit, making them a strong target audience.

•

It has a strong brand value, mission and brand promise

•

Not only is there no defined language, but

brands, some very established ones, that

also, even in the labels of similar products

work on similar ideology and principles, the

there is a disparity (eg: grains).

product needs to have a USP to stand out of

The essense of the product is not reflected by

the lot as at the end of the day it is the profit

the visual design; the connection between the

that matters, only then can the mission of the

brand promise and its values is missing.

brand be accomplished.

It is not asthetically appealing.

Opportunities •

Since the brand has strong cultural roots, the marketing strategies and the design as a whole can be aligned to that so as to create a sense of association aong the consumers with

Weaknesses •

•

The packaging, that is, the containers and

the region, its culture and its genuineness. •

Tourists being the biggest target audience

boxes (other than glass bottles) used,

should be used as an opportunity and the

especially for the herbs, do not go with the

design should be done kepping that in mind

earthiness of the products. It’s very plastic.

(banking on the idea of them being drawn

Though the biggest target audience are the

towards the Indian tradition, art and culture)

tourists that visit the region, if they plan to expand, there needs to be a marketing strategy because very few people know about the brand. •

There is no uniformity in the present design.

Threats •

It can be considered as ‘just another organic product’ since the market is full of that.

•

Market competition. There are a number of

Information source: www.fssai.gov.in

Explorations

What does Kilmora stand for The visual elements Iterations

What does Kilmora stand for Exploring the visual elements involved in the label design

On analysing the information collected from the

In order to move ahead with the design, the word

research and then going back to the brief, the

‘organic’ was explored. The word ‘organic’ was

following inferences were made:

brainstormed upon to understand what it means to

•

differerent people and then drawing parallels with

Kilmora is not just any other brand of organic products; it is authentic, deeply rooted to its values and principles, and is socially responsible

Kilmora’s values and mission. Eventually, it was narrowed down to 5 terms.

as well. •

As inferred from the brief, while developing a visual language, there are two things that need

Organic Earthy

to be kept in mind- ethical branding and ease of production. •

The design should suggest the origin of the

Soft Natural

product, hence, it should include an element of the Kumaon region.

Fresh

The Visual Elements Exploring the visual elements involved in the label design

The elements that needed to be explored upon can be divided into 4 categories1. Illustration/image 2. Type 3. Color 4. Layout

Every element was supposed to go with the theme of the brand, that is, â&#x20AC;&#x2DC;organicâ&#x20AC;&#x2122; and the four terms 1. Earthy 2. Soft

Illustration/image

3. Natural 4. Fresh

For the product to give an organic and natural feel, the option of digital images was ruled out. The option of photographs also did work because it was not possible and feasible to click the images of the products, for example, a fresh apricot or peach. Hence, the option of exploring the form of the products and drawing them by hand was chosen.

Mint

Thyme

Rosemary

Chives

Parsley

Lemon Balm

Peppermint

Lemon Grass

Cardamom

Garlic

Basil

Ginger

Oregano

Chilli

Sage

Why water color?

On brainstorming and then making inferences, the following terms were associated with water color:

Water color was chosen after exploring various

•

techniques that can be used to create the image of the products.

It’s a blend (of colors, culture, human and nature interaction)

•

Gives the effect of natural colors (compared to other mediums like acrylic, poster colors)

Pear

Peach

Plum

•

Soft

•

Free

•

Flowy and welcoming

•

Earthy

•

Humble

Apricot

Exploring the texture of fabric ( hand-woven, hand-knitted) using water color and pen (isograph 0.1 mm)

Illustration of the herbs. Drawn using isograph (0.1mm) on cartridge paper.

Taking inspiration from Aipan

For developing a common visual language, aipan was taken as inspiration; since the product is from the hills of kumaon, to give a feel of the region. Also including graphical elements in the layout enables in creating the design for the entire product line as well as to create a sense of association and familiarity amongst the customers. Aipan is an artform that is created by hand as symbol of celebration, happiness, prosperity and purity. It also suggests the honesty, integrity and humbleness of the people. Drawing an analogy between the the above ideas and the ideology of Kilmora, it seemed a perfect match. It also makes the product asthetically more pleasing and appealing.

Drawn using isograph ( 0.1mm and 0.5 mm) on cartridge paper.

Explorations for designing the lid

Further explorations.

Exploring Type

For the labels three kinds of fonts/typefaces were to be required. One, for the Product Information, the typeface needed to be such that it is easily readable for the range of 3-6 point size as the product information has to be placed on the label that has a constarint for the text box size. Two, for the product name, that is bold, readable from a distance and yet has a soft appeal to it. It should have the organic feel to it. Three, for the Product category the font had to be chosen such that it goes well with the logo of Kilmora, is properly spaced and can be used for all product types.

Exploring fonts for Product Information

Futura STD Light Kilmora is a brand of Kumaon Grameen Udyog, a section 25 company promoted by Chirag, an NGO that works with rural Himalya. BEST BEFORE 12 MONTHS FROM PACKAGING

4 pt

Kilmora is a brand of Kumaon Grameen Udyog, a section 25 company promoted by Chirag, an NGO that works with rural Himalya. BEST BEFORE 12 MONTHS FROM PACKAGING

5 pt

6 pt

Kilmora is a brand of Kumaon Grameen Udyog, a section 25 company promoted by Chirag, an NGO that works with rural Himalya.

DIN 30640 STD Neuzeit Grotesk Light Kilmora is a brand of Kumaon Grameen Udyog, a section 25 company promoted by Chirag, an NGO that works with rural Himalya. BEST BEFORE 12 MONTHS FROM PACKAGING

4 pt

BEST BEFORE 12 MONTHS FROM PACKAGING

5 pt

6 pt

Kilmora is a brand of Kumaon Grameen Udyog, a section 25 company promoted by Chirag, an NGO that works with rural Himalya.

TeX Gyre Adventor Regular Kilmora is a brand of Kumaon Grameen Udyog, a section 25 company promoted by Chirag, an NGO that works with rural Himalya. BEST BEFORE 12 MONTHS FROM PACKAGING

BEST BEFORE 12 MONTHS FROM PACKAGING

3 pt

4 pt

BEST BEFORE 12 MONTHS FROM PACKAGING

5 pt

Century Gothic Regular Kilmora is a brand of Kumaon Grameen Udyog, a section 25 company promoted by Chirag, an NGO that works with rural Himalya. BEST BEFORE 12 MONTHS FROM PACKAGING

Kilmora is a brand of Kumaon Grameen Udyog, a section 25 company promoted by Chirag, an NGO that works with rural Himalya. BEST BEFORE 12 MONTHS FROM PACKAGING

3 pt

4 pt

Kilmora is a brand of Kumaon Grameen Udyog, a section 25 company promoted by Chirag, an NGO that works with rural Himalya. BEST BEFORE 12 MONTHS FROM PACKAGING

5 pt

Avenir Lt STD 35 Light Kilmora is a brand of Kumaon Grameen Udyog, a section 25 company promoted by Chirag, an NGO that works with rural Himalya. BEST BEFORE 12 MONTHS FROM PACKAGING

Kilmora is a brand of Kumaon Grameen Udyog, a section 25 company promoted by Chirag, an NGO that works with rural Himalya. BEST BEFORE 12 MONTHS FROM PACKAGING

3 pt

Kilmora is a brand of Kumaon Grameen Udyog, a section 25 company promoted by Chirag, an NGO that works with rural Himalya. BEST BEFORE 12 MONTHS FROM PACKAGING

4 pt

5 pt

Kilmora is a brand of Kumaon Grameen Udyog, a section 25 company promoted by Chirag, an NGO that works with rural Himalya.

Avenir Lt STD 55 Roman Kilmora is a brand of Kumaon Grameen Udyog, a section 25 company promoted by Chirag, an NGO that works with rural Himalya. BEST BEFORE 12 MONTHS FROM PACKAGING

BEST BEFORE 12 MONTHS FROM PACKAGING

3 pt

BEST BEFORE 12 MONTHS FROM PACKAGING

4 pt

5 pt

Kilmora is a brand of Kumaon Grameen Udyog, a section 25 company promoted by Chirag, an NGO that works with rural Himalya.

Frutiger 45 Light Kilmora is a brand of Kumaon Grameen Udyog, a section 25 company promoted by Chirag, an NGO that works with rural Himalya. BEST BEFORE 12 MONTHS FROM PACKAGING

BEST BEFORE 12 MONTHS FROM PACKAGING

3 pt

BEST BEFORE 12 MONTHS FROM PACKAGING

4 pt

5 pt

Kilmora is a brand of Kumaon Grameen Udyog, a section 25 company promoted by Chirag, an NGO that works with rural Himalya.

Frutiger 55 Roman Kilmora is a brand of Kumaon Grameen Udyog, a section 25 company promoted by Chirag, an NGO that works with rural Himalya. BEST BEFORE 12 MONTHS FROM PACKAGING

BEST BEFORE 12 MONTHS FROM PACKAGING

3 pt

4 pt

BEST BEFORE 12 MONTHS FROM PACKAGING

5 pt

Exploring fonts for Product Name

Wendy LP Std Light 36 pt

Whatever It Takes Regular 21 pt

Irish Spagetti 16 pt

Just Act Casual Regular 18 pt

Basil Chives Lemon Balm Lemon Grass Mint Oregano Parsley Peppermint Rosemary Sage Thyme

Basil

Chives

Lemon Balm

Lemon Grass

Mint

Oregano

Parsley

Peppermint

Rosemary

Sage

Thyme

JasmineUPC Regular 26 pt

Gabriola Regular 21 pt

Basil Chives Lemon Balm Lemon Grass Mint Oregano Parsley Peppermint Rosemary Sage Thyme

Amaranth Regular 16 pt

Basil Chives Lemon Balm Lemon Grass Mint Oregano Parsley Peppermint Rosemary

For the Product Name the font was supposed to

Sage

handwriting style fonts were explored.

Thyme

On analysing and comparing, Wendy LP Std and

have an organice feel, hence some casual and

Gabriola were short-listed.

Exploring fonts for Product Category

For Product Category, the font had to be chosen such

Frutiger Lt Std 45 Light 14 pt

Myriad Pro Regular 14 pt

Kitchen Herbs

Adobe Jenson Pro Regular 15 pt

TeX Gyre Adventor regular 13 pt

Kitchen Herbs

Hiroshige Std Book 13 pt

Cambria Regular 13 pt

Kitchen Herbs

that it goes well with the logo of Kilmora, is properly spaced and can be used for all product types. On analysing and comparing, Frutiger Lt Std and Avenir Lt Std were shortlisted.

ITC Cerigo Book 13

Century Gothic Regular 13 pt

Amaranth Regular 14 pt

Kitchen Herbs

Minion Pro caption 13 pt

Warnock Pro Regular 13 pt

Gabriola Regular 15 pt

Kitchen Herbs

Utopia Std Display 13 pt

Avenir Lt Std 45 Book 13 pt

ITC Kabel Std Book 13 pt

Kitchen Herbs

Exploring Color

Color is the first thing that human eyes sees, compared to all other elements hence, choosing the

#90525A

right color was an important step.

#C63243 Keeping the initial idea in mind to color code every product range, that is, separating the product categories with color, it was decided upon - to keep warm colors for edible items and cold for the nonedible ones. Along with that, the colors should be

#952028 #EE396D

such that the consumers can associate it with the product inside.

#4E9442

Initial explorations were done with some of the

#89BF3F

colors that would help to place the layout better. An extensive and more organized exploration for color was done once the layout was finalized.

#42A85D #F79330 #BE7029 #EAA260 #F58546

Iterations Exploring different styles and layouts for the labels

Going back to the four terms for â&#x20AC;&#x2DC;organicâ&#x20AC;&#x2122;

For making the iterations the illustrations had to be refined. Both pen and water color illustrations were

Organic

explored along with type and color explorations in order to come up with a system or language for all

Earthy

the products, keeping ethical branding and ease of production in mind.

Soft

Natural Fresh

The water color explorations were refined and traced to convert into vectors retaining the water color effect.

The aipans were traced to convert them into vectors, but not smoothened completely so as to maintain its feel of being hand-drawn.

Layouts

Initially, the layouts were roughly explored through pen and pencil on paper and mockups were made for the same. The central idea at this stage was to place all the elements on the label in a meaningful and asthetically pleasing manner. Based on these initial explorations, the iterations for the layout was digitally designed using Adobe Photoshop and Adobe Illustrator.

Layout 1: 18 X 4 cm

Product category: Avenir Lt Std (45 Book, 12 pt) Product name: Wendy LP Std (Light, 39 pt) Product Information: Avenir Lt Std (35 Light, 6 pt) Net weight: Avenir Lt Std (45 Book, 5 pt) Directions: Avenir Lt Std (35 Light, 4 pt) Brand Information: Avenir Lt Std (35 Light, 4 pt)

Product category: Gabriola (Regular, 15 pt) Product name: Wendy LP Std (Light, 39 pt) Product Information: Century Gothic (Regular, 5 pt) Net weight: Century Gothic (Bold, 5 pt) Directions: Century Gothic (Regular, 4 pt) Brand Information: Century Gothic (Regular, 4 pt)

Product category: Avenir Lt Std (45 Book, 12 pt) Product name: Lavenderia (Delicate, 35 pt) Product Information: Futura Std (Light, 6 pt) Net weight: Futura Std (Book, 5 pt) Directions: Avenir Lt Std (55 Roman, 4 pt) Brand Information: Futura Std (Light, 4 pt)

Product category: Avenir Lt Std (45 Book, 12 pt) Product name: Wendy LP Std ( Light, 40 pt) Product Information: Futura Std (Light, 6 pt) Net weight: Futura Std (Book, 5 pt) Directions: Avenir Lt Std (55 Roman, 4 pt) Brand Information: Futura Std (Light, 4 pt)

Layout 2: 18 X 4 cm

Hand drawn, digitally traced image with a splash of water color. The idea was to bring in the softness and organicness of the brand on the label. After taking sample print and placing on the actual containers, the label was not appealing enough, the imagery and the language appeared to be too subtle; something that would not grab the usersâ&#x20AC;&#x2122; attention while being on shelf. Also, for the wide product range, it would be difficult to create distinct and yet a cohesive visual language.

Product category: Futura Std (Book, 8 pt) Product name: Wendy LP Std (Medium, 35 pt) Product Information: Avenir Lt Std (35 Light, 6 pt) Net weight: Avenir Lt Std (55 Roman, 5 pt) Directions: Avenir Lt Std (35 Light, 4 pt) Brand Information: Avenir Lt Std (45 Book, 5 pt) Address: Avenir Lt Std (35 Light, 4 pt)

Layout 3: 14 X 4 cm

Hand drawn, digitally traced and colored image. This layout ws explored to bring a bit of verticality in the design, since every information was being placed horizontally. But later, after taking sample prints, it was realized that the layout is a very common one and also, it looked very medicinal, not like a kitchen herb.

Product category: Futura Std (Book, 8 pt) Product name: Gabriola (Regular, 25 pt) Product Information: Avenir Lt Std (35 Light, 6 pt) Net weight: Avenir Lt Std (55 Roman, 5 pt) MRP: Avenir Lt Std (65 Medium, 6 pt) Directions: Avenir Lt Std (35 Light, 4 pt) Address: Avenir Lt Std (35 Light, 4 pt)

Layout 4: 18 X 4 cm

Hand-drawn, water color, digitally traced image. Colored horizontal bar was introduced so that the design catches the userâ&#x20AC;&#x2122;s attention from a distance.

Product category: Avenir Lt Std (55 Roman, 8 pt) Product name: Wendy LP Std (Medium, 35 pt) Product Information: Avenir Lt Std (35 Light, 7 pt) Net weight: Avenir Lt Std (55 Roman, 6 pt) Directions: Avenir Lt Std (35 Light, 4 pt) Brand Information: Avenir Lt Std (45 Book, 5 pt) Address: Avenir Lt Std (35 Light, 4 pt)

Layout 5: 18 X 4 cm

Hand-drawn, water color, digitally traced image. An iteration of layout 4. The complete horizontal bar was leading to a break in information. Also, with keeping the bar in the centre, space was created above the product information text box, to write the product name once again and oon the left to write the brand name; the idea was that this would provide compleet information from different angles angles as well.

Product category: Futura Std (Book, 8 pt) Product name: Wendy LP Std (Medium, 35 pt) Product Information: Avenir Lt Std (35 Light, 7 pt) Net weight: Avenir Lt Std (55 Roman, 5 pt) Directions: Avenir Lt Std (35 Light, 4 pt) Brand Information: Avenir Lt Std (45 Book, 4.5 pt) Address: Avenir Lt Std (35 Light, 4 pt)

Layout 6

Hand-drawn, digitally traced image. This layout was made especially keeping in mind the material to be printed on, in this case, brown khaki paper- for the earthiness of the product.

Product category: Avenir Lt Std (55 Roman, 8 pt) Product name: Wendy LP Std (Medium, 27 pt) Product Information: Avenir Lt Std (35 Light, 6 pt) Net weight: Avenir Lt Std (65 Medium, 6 pt) MRP: Avenir Lt Std (65 Medium, 6 pt) Directions: Avenir Lt Std (65 Medium, 4 pt) Address: Avenir Lt Std (35 Light, 4 pt)

An iteration, hand drawn, digitally traced and colored image.

Layouts for the label on the lid

Kitchen Herbs

The lid was designed in accordance with the layout for the labels. Initially the aipen used was way too dense and detailed, so later it was simplified in way that the essense of aipan remains while balancing the space.

Kitchen Herbs by

Oregano

Later, the lid designs were further explored keeping in mind the way a consumer would

Oregano

Kitchen Herbs by

Oregano

interact and use the product. Mentioning the product name on the lid helps in easier location of it from shelf of similar containers with if viewed from the top.

What works and what doesnâ&#x20AC;&#x2122;t

Layout 1

Layout 2

Layout 5

Layout 4

Layout 4 (printed on handmade paper)

Refinement

Explore more Prints

Explore More Refining the explored layouts

On analysing each and every layout, layout 4 was chosen to move forward with. The layout has better functionality and information heirarchy of this is the most optimum one. The layout is asthetically pleasing and appealing. Also, the use of bar helps in easily and conviniently extending the layout for the other product categories as well.

Refining layout 4

The aipan border to go at the top most so that it does not disturb the eye while reading any information.

The product information should go on the right side of the label. On observing how people interact with the container, it was noticed that, generally, they go rightwards first. Hence, the first thing that they read need is supposed to be the product information.

The product name along with the horizontal bar to go on the bottom of the label.

The image used is not enough to associate with the product inside, itâ&#x20AC;&#x2122;s too simplified. For example, in the case of herbs, atleast a few leaves/flowers should be included so that it is identifiable.

The information about Kilmora is not the first thing the consumer would want to read and hence should not be on the right hand side. Also, an alternate way can be thought of to make it more interesting to read.

The logo to go on the top followed by the product catergory below it.

Using the elements of the traced water color illustrations

Layout for Tags

The information about Kilmora was removed from the main label. The information is an imporatnt one and tells the consumer about the brand, its essence and its value, hence it should be made more interesting so that the chances for the user to read it increases. Separate tags were designed to carry the brand

Front

Back

information- about the brand and the organization and what it does, about how the organization is a

Center fold

socially resaponsible one.

Iteration 1

Iteration 2

New layout and sample print.

Color explorations on final layout

Oregano

MRP:

Kitchen Herbs Packed on:

Important mediterranean herb for meats, strongly with garlic and onion. Net weight: 10 gm

BEST BEFORE 12 MONTHS FROM PACKAGING IF STORED IN COOL, DRY CONDITIONS

#8CC63E

Oregano

#AA3D3D

Oregano

MRP:

Kitchen Herbs Packed on:

Important mediterranean herb for meats, strongly with garlic and onion.

Oregano

MRP:

Kitchen Herbs Packed on:

Net weight: 10 gm

BEST BEFORE 12 MONTHS FROM PACKAGING IF STORED IN COOL, DRY CONDITIONS

Oregano

BEST BEFORE 12 MONTHS FROM PACKAGING IF STORED IN COOL, DRY CONDITIONS

Oregano

Kitchen Herbs Packed on:

Important mediterranean herb for meats,

Kumaon Grameen Udyog PO Kasiyalekh, Nainital District Uttarakhand 263132 05942 - 214299, 285738 sales@kgu.org.in www.kilmora.in

strongly with garlic and onion.

Oregano

MRP:

Kitchen Herbs Packed on:

Net weight: 10 gm

strongly with garlic and onion.

#C84557

MRP:

#819E55

Important mediterranean herb for meats,

Net weight: 10 gm Kumaon Grameen Udyog PO Kasiyalekh, Nainital District Uttarakhand 263132 05942 - 214299, 285738 sales@kgu.org.in www.kilmora.in

#6CC077

BEST BEFORE 12 MONTHS FROM PACKAGING IF STORED IN COOL, DRY CONDITIONS

Kumaon Grameen Udyog PO Kasiyalekh, Nainital District Uttarakhand 263132 05942 - 214299, 285738 sales@kgu.org.in www.kilmora.in

Oregano

Important mediterranean herb for meats, strongly with garlic and onion. Net weight: 10 gm

Kumaon Grameen Udyog PO Kasiyalekh, Nainital District Uttarakhand 263132 05942 - 214299, 285738 sales@kgu.org.in www.kilmora.in

BEST BEFORE 12 MONTHS FROM PACKAGING IF STORED IN COOL, DRY CONDITIONS

#EF4343

Oregano

Kumaon Grameen Udyog PO Kasiyalekh, Nainital District Uttarakhand 263132 05942 - 214299, 285738 sales@kgu.org.in www.kilmora.in

Apricot Scrub

MRP:

Skin Care Packed on:

A gentle natural exfoliant. Mix to a paste with milk or water. Apply to skin for one minute and rinse

Apricot Scrub

MRP:

Skin Care Packed on:

Net weight: 100 gm

BEST BEFORE 12 MONTHS FROM PACKAGING IF STORED IN COOL, DRY CONDITIONS

Apricot Scrub

Kumaon Grameen Udyog PO Kasiyalekh, Nainital District Uttarakhand 263132 05942 - 214299, 285738 sales@kgu.org.in www.kilmora.in

#86236E

Net weight: 100 gm

BEST BEFORE 12 MONTHS FROM PACKAGING IF STORED IN COOL, DRY CONDITIONS

Apricot Scrub

Skin Care Packed on:

A gentle natural exfoliant. Mix to a paste with milk or water. Apply to skin for one minute and rinse

Apricot Scrub

MRP:

Skin Care Packed on:

Apricot Scrub

Kumaon Grameen Udyog PO Kasiyalekh, Nainital District Uttarakhand 263132 05942 - 214299, 285738 sales@kgu.org.in www.kilmora.in

#543D59

BEST BEFORE 12 MONTHS FROM PACKAGING IF STORED IN COOL, DRY CONDITIONS

Apricot Scrub

Kumaon Grameen Udyog PO Kasiyalekh, Nainital District Uttarakhand 263132 05942 - 214299, 285738 sales@kgu.org.in www.kilmora.in

#A01D21

Apricot Scrub

MRP:

Skin Care Packed on:

A gentle natural exfoliant. Mix to a paste with milk or water. Apply to skin for one minute and rinse

Apricot Scrub

MRP:

Skin Care Packed on:

Net weight: 100 gm

#C14C8C

A gentle natural exfoliant. Mix to a paste with milk or water. Apply to skin for one minute and rinse Net weight: 100 gm

Net weight: 100 gm

BEST BEFORE 12 MONTHS FROM PACKAGING IF STORED IN COOL, DRY CONDITIONS

Kumaon Grameen Udyog PO Kasiyalekh, Nainital District Uttarakhand 263132 05942 - 214299, 285738 sales@kgu.org.in www.kilmora.in

#632671

MRP:

BEST BEFORE 12 MONTHS FROM PACKAGING IF STORED IN COOL, DRY CONDITIONS

A gentle natural exfoliant. Mix to a paste with milk or water. Apply to skin for one minute and rinse

Apricot Scrub

Kumaon Grameen Udyog PO Kasiyalekh, Nainital District Uttarakhand 263132 05942 - 214299, 285738 sales@kgu.org.in www.kilmora.in

A gentle natural exfoliant. Mix to a paste with milk or water. Apply to skin for one minute and rinse Net weight: 100 gm

BEST BEFORE 12 MONTHS FROM PACKAGING IF STORED IN COOL, DRY CONDITIONS

Apricot Scrub

Kumaon Grameen Udyog PO Kasiyalekh, Nainital District Uttarakhand 263132 05942 - 214299, 285738 sales@kgu.org.in www.kilmora.in

#B23328

Color explorations on final layout

Batch No:

MANUFACTURED & PACKED BY:

Ingredients

Nutritional Information

Date of Manufacture:

Kumaon Grameen Udyog PO Kasiyalekh, Nainital District Uttarakhand 263132

Pear, sugar, fruit pectin, citric acid

(Amount per 100gm)

MRP:

(Inclusive of all taxes)

FSSAI License Number: 1261200 7000010

Tel: +91 (5942) - 214299, 285738 E-mail: sales@kgu.org.in Web: www.kilmora.in

Protein (NX 6.25) Fat Carbohydrates Energy Sugars

Fruit Spreads

Apricot

BEST BEFORE 24 MONTHS FROM THE DATE OF MANUFACTURE

0.21 gm 0.13 gm 71.74 gm 289 Kcal 85.69 gm

Net weight: 375 gm

#E93B5D

Batch No:

MANUFACTURED & PACKED BY:

Ingredients

Nutritional Information

Date of Manufacture:

Kumaon Grameen Udyog PO Kasiyalekh, Nainital District Uttarakhand 263132

Pear, sugar, fruit pectin, citric acid

(Amount per 100gm)

MRP:

(Inclusive of all taxes)

FSSAI License Number: 1261200 7000010

BEST BEFORE 24 MONTHS FROM THE DATE OF MANUFACTURE

#ED1958

Tel: +91 (5942) - 214299, 285738 E-mail: sales@kgu.org.in Web: www.kilmora.in

Fruit Spreads

Apricot

Protein (NX 6.25) Fat Carbohydrates Energy Sugars

0.21 gm 0.13 gm 71.74 gm 289 Kcal 85.69 gm

Net weight: 375 gm

Batch No:

MANUFACTURED & PACKED BY:

Ingredients

Nutritional Information

Date of Manufacture:

Kumaon Grameen Udyog PO Kasiyalekh, Nainital District Uttarakhand 263132

Pear, sugar, fruit pectin, citric acid

(Amount per 100gm)

MRP:

(Inclusive of all taxes)

FSSAI License Number: 1261200 7000010

Tel: +91 (5942) - 214299, 285738 E-mail: sales@kgu.org.in Web: www.kilmora.in

Protein (NX 6.25) Fat Carbohydrates Energy Sugars

Fruit Spreads

Apricot

BEST BEFORE 24 MONTHS FROM THE DATE OF MANUFACTURE

0.21 gm 0.13 gm 71.74 gm 289 Kcal 85.69 gm

Net weight: 375 gm

#F16364

Batch No:

MANUFACTURED & PACKED BY:

Ingredients

Nutritional Information

Date of Manufacture:

Kumaon Grameen Udyog PO Kasiyalekh, Nainital District Uttarakhand 263132

Pear, sugar, fruit pectin, citric acid

(Amount per 100gm)

MRP:

(Inclusive of all taxes)

FSSAI License Number: 1261200 7000010

BEST BEFORE 24 MONTHS FROM THE DATE OF MANUFACTURE

Tel: +91 (5942) - 214299, 285738 E-mail: sales@kgu.org.in Web: www.kilmora.in

Fruit Spreads

Apricot

Protein (NX 6.25) Fat Carbohydrates Energy Sugars

0.21 gm 0.13 gm 71.74 gm 289 Kcal 85.69 gm

Net weight: 375 gm

#E93B5D

Prints

Final Proposal

Going back to the brief Final layout Material suggestions Future scope

Final Layout Final layout for Kitchen Herbs

Typeface Product category: Avenir Lt Std (55 Roman, 8 pt) Product name: Wendy LP Std (Bold, 30 pt) Avenir Lt Std (85 Heavy, 7 pt) Product information: Avenir Lt Std (35 Light, 6 pt)

#8CC63E

Vital information: Avenir Lt Std (65 Medium, 6 pt) Address: Avenir Lt Std (65 Medium, 4 pt)

Dimensions: 16 X 4 cm

100

Final layout for Skin Care Products

Typeface Product category: Avenir Lt Std (55 Roman, 8 pt) Product name: Wendy LP Std (Bold, 30 pt) Avenir Lt Std (85 Heavy, 7 pt) Product information: Avenir Lt Std (35 Light, 6 pt)

#A01D21

Vital information: Avenir Lt Std (65 Medium, 6 pt) Address: Avenir Lt Std (65 Medium, 4 pt)

101

Dimensions: 16 X 4 cm

Dimensions: 12 X 5 cm

102

Final layout for Fruit Spreads

Batch No:

MANUFACTURED & PACKED BY:

Ingredients

Nutritional Information

Date of Manufacture:

Kumaon Grameen Udyog PO Kasiyalekh, Nainital District Uttarakhand 263132

Pear, sugar, fruit pectin, citric acid

(Amount per 100gm)

MRP:

(Inclusive of all taxes)

FSSAI License Number: 1261200 7000010

Fruit Spreads

Tel: +91 (5942) - 214299, 285738 E-mail: sales@kgu.org.in Web: www.kilmora.in

Protein (NX 6.25) Fat Carbohydrates Energy Sugars

Pear

BEST BEFORE 24 MONTHS FROM THE DATE OF MANUFACTURE

Net weight: 375 gm

Fonts Product category: Avenir Lt Std (55 Roman, 8 pt) Product name: Wendy LP Std (Bold, 30 pt) Product information: Avenir Lt Std (35 Light, 6 pt) Net Weight: Avenir Lt Std (85 Heavy, 7 pt)

#E93B5D

Vital information: Avenir Lt Std (85 Heavy, 5 pt) Address: Avenir Lt Std (65 Medium, 5 pt)

103

0.21 gm 0.13 gm 71.74 gm 289 Kcal 85.69 gm

Dimensions: 25 X 4 cm

Batch No:

MANUFACTURED & PACKED BY:

Ingredients

Nutritional Information

Date of Manufacture:

Kumaon Grameen Udyog PO Kasiyalekh, Nainital District Uttarakhand 263132

Peach, cardamom, sugar, fruit pectin, citric acid

(Amount per 100gm)

MRP:

(Inclusive of all taxes)

FSSAI License Number: 1261200 7000010

Tel: +91 (5942) - 214299, 285738 E-mail: sales@kgu.org.in Web: www.kilmora.in

Fruit Spreads

Peach-Cardamom

BEST BEFORE 24 MONTHS FROM THE DATE OF MANUFACTURE

Protein (NX 6.25) Fat Carbohydrates Energy Sugars

Net weight: 375 gm

Batch No:

MANUFACTURED & PACKED BY:

Ingredients

Nutritional Information

Date of Manufacture:

Kumaon Grameen Udyog PO Kasiyalekh, Nainital District Uttarakhand 263132

Plum, sugar, fruit pectin, citric acid

(Amount per 100gm)

MRP:

(Inclusive of all taxes)

FSSAI License Number: 1261200 7000010

Tel: +91 (5942) - 214299, 285738 E-mail: sales@kgu.org.in Web: www.kilmora.in

Protein (NX 6.25) Fat Carbohydrates Energy Sugars

Fruit Spreads

Plum

BEST BEFORE 24 MONTHS FROM THE DATE OF MANUFACTURE

MANUFACTURED & PACKED BY:

Ingredients

Nutritional Information

Date of Manufacture:

Kumaon Grameen Udyog PO Kasiyalekh, Nainital District Uttarakhand 263132

Pear, sugar, fruit pectin, citric acid

(Amount per 100gm)

(Inclusive of all taxes)

FSSAI License Number: 1261200 7000010

BEST BEFORE 24 MONTHS FROM THE DATE OF MANUFACTURE

Tel: +91 (5942) - 214299, 285738 E-mail: sales@kgu.org.in Web: www.kilmora.in

Fruit Spreads

Apricot

0.38 gm 0.55 gm 53.73 gm 229 Kcal 44.04 gm

Net weight: 375 gm

Batch No:

MRP:

0 gm 0.68 gm 55.89 gm 230 Kcal 45.75 gm

Protein (NX 6.25) Fat Carbohydrates Energy Sugars

0.21 gm 0.13 gm 71.74 gm 289 Kcal 85.69 gm

Net weight: 375 gm

104

Final layout for Lids

Kitchen Herbs by

Oregano

Apricot Scrub

Fonts #8CC63E Product category: Avenir Lt Std (45 Book, 7 pt) Product name: Wendy LP Std (Medium, 26 pt) #A01D21

Diameter: 5.9 cm

105

Final layout for Tags

Center fold

Fonts #C84657 Information: Avenir Lt Std (85 Heavy and 35 Light, 6 pt)

Dimensions: 2 X 4 cm (folded)

106

Final layout for Textile Products

Typeface Product category: Wendy LP Std (Bold, 26 pt) Product information: Avenir Lt Std

#495789

#158958

Dimensions: 7 X 4 cm (folded)

Back

Front Center fold

107

108

Material Suggestions Paper and Costing White Cartridge paper (Bilt) Thickness: 100 gsm Costing: Rs 1924 per 500 sheets

(Rs 4.65 per sheet)

Parchment Paper Thickness: 80 gsm Costing: Rs 1740 per 500 sheets

(Rs 4.18 per sheet)

Textured paper Thickness: 120 gsm Costing: Rs 1000 per 100 sheets

(Rs 14 per sheet)

Recycled paper Thickness: 80 gsm Costing: Rs 2000 per 100 sheets

109

(Rs 20 per sheet)

For Tags Using jute for hand-woven and wool for the ties of hand-knitted cloth tags

110

Organics from

111

Future Work

Scope of the Present Design

There is a lot of scope for improvement in the present design, further refinement and designing for the other product range as well. Design for grains and other agri-produce, for pot- pourri and the gift box.

Pot-pourri

The current pot-pourri label is actually a card which has the information the front and the backside of it, put inside a plastic packet. Once the packet is opened, the card gets removed, the identity of the prooduct and brand is lost because there is lost because the main product is actually a plain sealed cloth pack. Scope: the label design so that it stays with the product throughout with its consumption, the color and form of the pouch and the outher cover.

115

Proposal: The packaging for pot-porri can be redesigned completely. The contents to be packed in a pouch of hand woven fabric. The name of the brand, KILMORA and the product name to be screen-printed on the pouch. Rest of the information will be put on a tag designed to be tied around the neck of the pouch. In this way, even if the tag is removed, the brand name and the product name remains with the product till its very last stage of consumption.

Image source: Top right and top left: http://timotei-timotei.blogspot.in/ Bottom right: www.herbanlifestyle.com Bottom left: www.dorisyershova-design.r

Gift box and wraps

To start with, the current gift box doesnâ&#x20AC;&#x2122;t look like a gift. It looks dull and is not very pleasing. The very first thing that can be done is to make it visually more appealing and pleasing.

117

Seamless Pattern As a part of exploration for gift box: A pattern was craeted using all the herbs in the gift box. The pattern is repeatable and seamless. This can be further refined to be used as wrapping paper, graphics for the carton box, gift bags, etc. Also, this pattern can be introduced in the Kilmora shops as murals for pillars, etc in the herbs section. The pattern is duotone, so the foreground and the background color can be explored and played with to create beautiful imageries.

118

References

Package Design Workbook: The Art and Science of Successful Packaging by Steven

http://www.asalworld.org/

DuPuis and John Silva http://www.designforceinc.com/unique-visual-language-for-licensed-packaging Visual Language for Designers: Principles for Creating Graphics that People Understand by Connie Malamed

https://www.jaypore.com

http://www.fairtradeforum.org/new-kilmora-shop-kgu-in-nainital-uk/

http://anuradharoy.blogspot.in/2013/06/barberry-not-phone.html

http://www.fairtradeforum.org/membership/kumaon-grameen-udyog/

http://www.culturalindia.net/indian-art/rangoli/aipan.html

http://www.kumaon.com/

http://kumaonhill.blogspot.in/

http://www.fabindia.com/

http://www.uttaranchal.org.uk/rangwalipichhora.php

http://www.indiaorganic.net/products/asalworld.html

https://www.facebook.com/pages/Kilmora

122

Colophon All type set in Avenir Lt Std that is a geometric sans serif typeface designed by Adrian Frutiger in 1988. Printed on buff paper Printer: Siddhi Printech