DES116 Process Manual - qoqa by Victoria Khau

qoqa process manual

table of contents introduction................................................................ 4 mission statement....................................................... 5 biomimicry.................................................................. 6-8 idea and logo............................................................... 9-13 graphic standard.......................................................... 14-20 packaging design.......................................................... 21-27 creative brief............................................................... 22

introduction This process manual will take you through the process of developing qoqa, a crispy chocolate bar containing dried locust bits. From the vision to the packaging, this manual will include details of the brand ideation to its finished product.

mission statement qoqa is chocolate reimagined. using the purest of ingredients, each bite will give you texture, aromatics, and a slight kick of heat- all while delivering the rich flavor of chocolate we all know and love. qoqa’s crunch comes from the locust: a close cousin of the grasshopper. the swarming nature of the insect inspired our name (zulu for “gather”) and the spice pays tribute to locusts’ prime location: south africa. qoqa chocolates are dedicated to introducing you to edible insects and sparking your curiosity, all while maintaining familiar flavors and satisfying your sweet tooth.

biomimcry Biomimcry is solving complex problems using systems and processes found in nature. I analyzed the locust and blue mussel to better understand how to form solutions using their physical properties.

Locust BACKGROUND Locusts (Acrididae) are related to grasshoppers and generally have the same aesthetic features. The fundamental differences between the two lie in their unique behavioral phases. While both have similar lifestyles, locusts experience the gregarious phase, which means they form into large, ravenous swarms when introduced to the proper environment. They are known for causing major agricultural damage, devastating crops, and also impacting human life- causing starvation. They are found mostly in Africa, the Middle East, and Asia.

FUNCTION Locusts’ legs have garnered interest due to their unique ability to store energy with contractions, releasing said energy when it jumps. This allows their species to jump at high speeds to far distances, helping them escape from predators or simply to move from place to place. Locusts’ can instantly accelerate to high velocity with these unique properties, and science engineers are interested in applying such mechanisms to human-helping technologial developments.

APPLICATION Some real-life applications inspired by the leg properties of Locusts include designing bionic legs of humans and creating ultra sensetive sensors that identify micro-vibrations. Having bionic legs that replicate the basic joint kinematics of the grasshopper insects could create viable rehab tools that allow those with injury a better chance of regaining mobility. Their legs also assist in detecting sound and source of direction, which could be used to develop sensors able to detect micro-vibrations. This would especially be useful within the mining industry.

SOURCES: - https://www.nationalgeographic.com/animals/invertebrates/group/locusts/ - Chuan YL, Kean JTY, Ben LY, Domun MKS, Naresh, et al. Biomimicry-grasshoppers inspired engineering innovation. - https://ﬂic.kr/p/arWynx

Blue Mussel BACKGROUND The blue mussel (Mytilus edulis), also known as the common mussel, are medium-sized, edible, ﬁlter-feeding mollusks. They occupy both North Atlantic coasts and in other pockets of temperate and polar waters around the globe. Blue mussels feed on bacteria, plankton, and detrius (organic waste material from decomposing dead plants or animals) ﬁltered from ocean water. These mussels are a commonly consumed seafood product all over the world.

FUNCTION Blue mussels are a colonial species, which means they cling in large groups to rocks and each other using byssal threads. These threads have strong adhesive properties and allow the mussels to cling tightly on objects despite living among strong waves and coastal movement. Their byssal threads contain many marine adhesive proteins (MAPs), allowing them to adhere to nearly any substrate. Their “glue” is a unique characteristic that caught the attention of many researchers and scientists.

APPLICATION The strong adhesive component of the mussels has encouraged research in using the same properties to create glue, speciﬁcally for the wood products industry. Traditional man-made glues perform poorly when used on wet, rough, or dirty surfaces. They are also likely to release toxic fumes due to their formaldehyde base, raising health concerns for consumers and indsutry workers. Marine based adhesives, while expensive and not readily available, are the only options that are strong, water-resistant, and resistant to biological degradation. More research still needs to be done on the technology before becoming easily accessible. SOURCES: - biomimicry.org/wp-content/uploads/2016/03/CS_PureBond_TBI_Toolbox-2.pdf - https://www.edc.uri.edu/restoration/html/gallery/invert/bluem.htm

idea and logo

initial idea

HOPR

HOPPER

HO ER HO ER HO PR

HO PR

Initially my product was called Hopper. Inspired by the hopping motion of the Locust, I thought the name was simple but catchy enough to stick. I originally set out to create a protein ice cream bar, made with powdered dried locusts. Upon revisions, I became unhappy with the brand and product because the concept took too literally from the insect itself. Even my initial logo designs (below), were illustratively insect silhouettes, which left me uninspired as we got further into the project. So, I decided to start over from scratch.

HOPPER

HO ER

HOPR

HO PR 10

brainstorm & revised idea

1 I began the process of my revised idea with a brain map. While brainstorming Hopper, I knew that did not to go outside my comfort zone or expand beyond the obvious. While doing this brain map, I wrote down every single thing that came to mind even if it did not seem “relevant. ”

2 Taking words from the brain map like “locust”,”gather”, “swarm”, and “jump”, I had the idea of translating the words to other languages. Perhaps other intonations and pronounciations will inspire me, I thought. The word qoqa immediately stood out to me. It means “gather” in Zulu, but it was also catchy and easy to pronounce.

3 Another reason why I chose qoqa was because each letter of the word had the same x-height and I felt inclined to do something creative with this. I started by sketching each x-height as identical rectangles and then branching the rest of the letter from there. I played with multiple shapes like squares, ovals, circles, etc.

logo development

qoqa

qoqa qoqa

C H O C OL AT E S

C H O C OL AT E

qoqa

qoqa 12

qoqa qoqa 13

final logo the primary logo (A) features two typographic layers of the brand name. the top layer is white, while the bottom layer is a deep orange. this logo is intended to appear as printed on top of tan cardstock - the main means of which the product is branded and packaged. if the logo appears on a plain white background, the second variation (B) must be used (sans the white top typographic layer) for maximum appearance.

graphic standard

qoqa

double typographic layers of the brand name can only be used on signature tan background.

qoqa

do not use double layered logo on any background other than tan.

qoqa

if displayed on dark background, a full white logo may be used.

qoqa

do not display logo without antenna graphic on top.

qoqa

if displayed on white background, the logo must only have one typographic layer.

qoqa

do not use other colors aside from primary logo colors (packaging is ok).

dark orange or black are allowed.

qoqa

do not skew any part of logo, including typeface or antenna graphic.

qoqa 15

proper use of logo

improper use of logo

logotype

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

typography qoqa chocolate uses two fonts. the logo typeface uses break Bold to capture the rough pronounciation of the brand name with a whimsical and youthful nature. the x-height of this typeface allows each letter of the logo to appear rounded, allowing each character to remain consistent while unique. the secondary typeface used for body text or branding communication purposes is Apercu, including the regular, medium, and bold variations depending on the context. this typeface was selected because of its clean and contemporary design and readability.

break Bold

body type

Apercu regular Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz medium Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz bold Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

#EB46B5F colors the main color used for logo and branding purposes is qoqa orange, which is a deep rosy orange. sometimes qoqa orange is used at 50% opacity in some cases where the original may be too bold. black is used for communication and print purposes.

#EB938A #000000

qoqa business system the business system utliizes the logo, branding color scheme, and selected typefaces to best communicate with our consumers. the letterhead dimension is 8.5x11in, the business card is 2x3.5in, and the envelope is 4.128x9.5in.

(530) 555-5690

qoqafoods.com hello@qoqafoods.com qoqafoods

qoqa

qoqa foods inc 1 Shields Ave Davis, CA 95618

Generic Name 3540 Koso St Davis, CA 95618

marketing qoqa will launch a brand ambassador program aimed at college students. ambassadors will work campus events and spearhead their own creative functions to give out free samples, merchandise, and to educate about the story behind the brand. ambassadors will drive this vehicle to commute to the events and will store the samples and merchandise through transport.

qoqa will spark curiosity in passerbyers through ambiguous public advertising. though it may not be clear what the item is, the logo is stylized so people understand that it is a brand. through a simple search, consumers will be able to find out all about our brand.

packaging design

creative brief BACKGROUND

STRATEGY

Chocolate is universally enjoyed and is considered a selected flavor across the board with most dessert foods. However, in America, the mainstream chocolate candy industry is still infiltrated with overly-sweet and very decadant selections. Qoqa aims to use a familar and nostalgic dessert to introduce some new flavors and to expand taste palettes.

This product will first be introduced at health supermarkets and co-op grocery stores. This aims to address potential consumers that may already have heard of insect consumption and are more inclined to trying it out. The presentation of the product retains an earthy aesthetic using recycled cardstock to give it a natural and matte finish. The package is 3x5in. and is 1cm tall. It will be sold in individual bar units and will also be available by display box, containing 12 bars lined up. Wholesale is available for chains and also individual businesses.

NEED Though many health supermarkets are expanding their chocolate selections, much of the new flavors range from sea salt to spice to even bacon. The market has yet to include any with insects, which can be considered typically out of peoples comfort zones. But with an increasing awareness to the health and protein benefits of insects, this product is new, interesting, and unique.

OBJECTIVE Qoqa aims to introduce the average interested consumer to try insects for the first time. Insects for consumption are not immediately available unless you look online. Through this snack, people might realize that eating insects isn’t not be so bad.

MESSAGE “What do you mean you don’t eat insects?” Qoqa wants to normalize insect consumption and convert non-believers. This product can shift peoples misconceptions with an action as simple as enjoying a snack.

AUDIENCE People: Students, the health-conscious, those with open-minded palettes, and people that love a dare. Gender: Male and Female Age: 16-40 Economic: Income of ~$18k+

initial sketches

I started off with drawing a bunch of shapes to gain inspiration. I thought the packaging should be very unique and resisted anything that was too typical.

I decided that the product should present almost like a brie cheese box. A flat cyliner would allow each chocolate wedge to be pizza shaped, all stacked together to form a circle. Over time, I felt the idea was gimmicky. After all, I wanted to focus on one primary flavor with the objective of having consumers try insects for the first time. Having every 1 inch chocolate individually wrapped was not sustainable either.

Ultimately, a portable sized rectangular package fit qoqaâ&#x20AC;&#x2122;s brand objective the most. It was familar, straightforward, and accessible in terms of opening up and resealing.

mockup and prototype

Nutrition Facts

3 servings per container Serving size 1 bar (16.5g) Amount Per Serving

Calories

% Daily Value*

crispy milk chocolate with a hint of chili

Total Fat 6g Saturated Fat 4g Trans Fat 0g Cholesterol 0mg Sodium 10mg Total Carbohydrate 8g Dietary Fiber 3g Total Sugars 6g Includes 0g Added Sugars Protein 5g

8% 20% 0% 0% 3% 11% 0% 10%

Not a significant source of vitamin D, calcium, iron, and potassium * The % Daily Value (DV) tells you how much a nutrient in a serving of food contributes to a daily diet. 2,000 calories a day is used for general nutrition advice.

5in I designed the box similarly to the folds of an envelope with a sturdy cardstock material in mind. As a kid, I felt the most excited while waiting to open up a parcel, even if I already knew what was inside. The package was designed to envoke that sense of excitement.

The slice in the front was designed to spark interest and attention by showcasing the color of the foil underneath. Different flavors would have different colored foils. Right above the slit has the written description of the flavor.

The back will also feature a main spot color in correspondence with the chocolate flavor. Having a pop of color aims to brighten up the cardstock surrounding it.

The finished prototype it into the hands well and felt very sleek to the touch.

NET WT 1.75 OZ (49.6 G)

17906

26627

3in

packaging process Once I printed, cut, sliced, and put the first prototype together, I felt confident with the choice of packaging I decided on. Initially I thought using a box for a chocolate bar meant that my idea was lousy and unoriginal. I surveyed friends and family to gather their opinions, to which many said that my cylinder cheese box idea was cute, but that it was not practical- especially for someone just trying to eat a simple chocolate bar. After giving more thought to the objective of this product, I was okay with designing a box package if it meant the message was more clear. The package uses recycled cardstock with a light-medium weight. Once it comes together, there is a decent weight and thickness to the packaging that grips well in the hand. One of the most stimulating parts of the packaging process was designing the outline, pasting it, and watching it all fold together with the perfect geometry.

final package

The final packaging mimics a laser cut logo, showcasing the bold and regal foil underneath. The envelope flap that seals the package refers to the original logo branding colors. Other variations will use different colors both in terms of foil and flap, but the iconic typeface brand will remain consistent. Overall, the final product matched the vision I imagined when I revised my product to qoqa.

Victoria Khau DES116 F18 Okumura