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D E D ICATION This book is dedicated to Rose Garperio, Firmo Garperio and Venice Asuncion who have always supported me through the blood, sweat, tears, and late nights. Without your help this book would not be possible. Thank you.
I truly appreciate all that you have done to get me where I am today. This book is also yours.
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WAR R E N H. GAR PE R IO B LOOD SWEAT TEARS
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CON CE PT A collection of my work made from:
B LO O D
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S W E AT
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TE AR S
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TA B LE O F C O N T E N TS
Case Study 01
GAR D E N OF C HAN E L
PA C K A G I N G T W O
02
FR E N C H C O N N E CTI O N PAC K AG I N G T H R E E
03
B I G G E R I S B ETTE R I DE NTITY TWO
04
P E R P ETUAL C OO K I N G
PR I NT TWO
05
I AM B R U C E WAYN E
PA C K A G I N G T H R E E
0 6
MARTHA’S HAN D S TO YOU R S
PAC K AG I N G F O U R
07
S AM OAN TATAU
TYPOG RAPHY TH R E E
0 8
GOLD FROM MOUNT OLYMPUS
PA C K A G I N G T W O
09
TO OTH FAI RY TALE S
I DE NTITY ON E
10
FI S H AN D K I D S
PA C K A G I N G T W O
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Case Study No. 01
GAR D E N OF CHAN E L High-End Gardening Tools
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GAR DE N OF CHAN E L
ASSESSMENT ADMIT DATE: FALL 2007 PATHWAY: CHRISTINE GEORGE SURGICAL: PACKAGE DESIGN 2
Background Information The Chanel brand is one of the most recognized brands in the fashion industry. Its founder Coco Chanel revolutionized the fashion industry especially because she strongly encouraged women to find a sense of freedom in the clothes that they wore. Although Coco Chanel and her brand is highly respected as one of fashions icons, the Chanel designs have remained classic just as the little black dress that Coco Chanel introduced to the world. Chanel designs are simple and yet truly intricate. It is a brand that is timeless and embodies luxury at its finest.
Diagnosis Target Market: Sophisticated men and woman between the ages of 35-65 who hold a Bachelor’s degree or higher and incur an annual income of $70,000-150,000 per person allowing this individual to have a larger amount of disposable income to spend on luxury items.
Treatment Plan Integrate the mystique and aura synonymous to the Chanel brand through simplicity and elegance that caters to a casual gardener that enjoys surrounding him or herself with luxury. Bring forth sophistication, maturity and class through a simple black and white color scheme.
Lifestyle: Individuals that demand the highest level of quality through services, design and longevity in the items that he or she purchases. A person who values the complexity of creating items that bring forth integrity as well as class and has the means to obtain it.
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GAR DE N OF CHAN E L
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GAR DE N OF CHAN E L
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GAR DE N OF CHAN E L
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Case Study No. 02
FR E NCH CON N ECTION Domaine Carneros by Taittinger
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F R E N C H C O N N E CT I O N
ASSESSMENT ADMIT DATE: FALL 2008 PATHWAY: THOMAS MCNULTY SURGICAL: PACKAGE DESIGN 3
Background Information Domaine Carneros is one of the first wineries in Napa Valley to be certified organic. This winery’s chateau resembles the Chateau de la Marquetterie located in Champagne, France that was owned by the Taittinger family. Domaine Carnerous offers a wide array of wines but is known for its sparkling wine collection that includes a sparkling Brut, Brut Rose and Blanc de Blancs. The wines are made using the methode champenoise technique that is synonymous in France. The beauty of the chateau and the unique taste of Domaine Carneros’s wines make the experience at their winery truly amazing.
Diagnosis Target Market: Mature men and women between the age of 25-65 who are either single, married with or without children; Are college-educated professionals that enjoy classic design with an annual income of $60,000-80,000 per person. Lifestyle: Individuals that enjoy excellent wines and value the history of the brand as well as its commitment to the environment because Domaine Carneros is one of only a handful of wineries that has the California Organic Farmers Certification. In addition, Domaine Carneros consumers take pleasure in being catered with
unsurpassed customer service while being surrounded by the beauty of the classically designed chateau. Treatment Plan Utilize the breath taking Domaine Carnerous Chateau in Napa, California that was built with inspiration from the architecture of the Chateau de la Marquetterie, which was a building, owned by the Taittinger family in Champagne, France. Incorporate the color scheme and design of the artifacts that are used in the Domaine Carneros Chateau such as the decorative elements of the table or the tile in the entrance of the chateau that was taken from the original chateau in France.
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PINOT NOIR
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Case Study No. 03
B IGG E R I S B ETTE R The XLV N FL Super Bowl
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ASSESSMENT ADMIT DATE: FALL 2008 PATHWAY: THOMAS MCNULTY SURGICAL: IDENTITY 2
Background Information The Super Bowl was created from a merger between the two divisions of football: AFL (American Football League) & NFL (National Football League). The first Super Bowl was played in January 15, 1967. Currently the Dallas Cowboys have made the most Super Bowl appearances with eight Super Bowls and winning six out of the eight. The Super Bowl is known to be one of the most exciting sporting events in America where many popular singers and musicians have the honor of performing during the half-time shows.
However, in recent years the commercials that have aired during the game have become a money-generating phenomenon. Diagnosis Target Market: Men and women between the ages of 17-65 who enjoy one of America’s favorite past-times. The annual income varies because this is a sport that is enjoyed by many. Lifestyle: People who enjoy watching the football game while also enjoying the company of others. Sports bridges people together from different people of different socioeconomic backgrounds and thus have different lifestyles.
Treatment Plan To help promote the newly built Dallas Cowboy Stadium located Arlington, Texas, which is the largest dome stadium in the world. This stadium seats up to 80,000 but is expandable to hold 111,0000 people. The design of the logo is a top view of the actual stadium, which resembles a football. The logo also holds two stars that represent the two divisions of football. The color scheme is a gradient from light to dark tones from the sky because when the ceiling of the stadium opens, the spectators will be able to see the gradient of the sky.
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March 16, 2001 JERRY JONES Dallas Cowboys Owner 3811 S Cooper St Arlington, Texas 76012 Dear Mr. English: The first paragraph of a typical business letter is used to state the main point of the letter. Begin with a friendly opening; then quickly transition into the purpose of your letter. Use a couple of sentences to explain the purpose, but do not go in to detail until the next paragraph. Beginning with the second paragraph, state the supporting details to justify your purpose. These may take the form of background information, statistics or first-hand accounts. A few short paragraphs within the body of the letter should be enough to support your reasoning. Beginning with the second paragraph, state the supporting details to justify your purpose. These may take the form of background information, statistics or first-hand accounts. A few short paragraphs within the body of the letter should be enough to support your reasoning. Beginning with the second paragraph, state the supporting details to justify your purpose. These may take the form of background information, statistics or first-hand accounts. A few short paragraphs within the body of the letter should be enough to support your reasoning. The first paragraph of a typical business letter is used to state the main point of the letter. Begin with a friendly opening; then quickly transition into the purpose of your letter. Use a couple of sentences to explain the purpose, but do not go in to detail until the next paragraph. The first paragraph of a typical business letter is used to state the main point of the letter. Finally, in the closing paragraph, briefly restate your purpose and why it is important. If the purpose of your letter is employment related, consider ending your letter with your contact information. However, if the purpose is informational, think about closing with gratitude for the reader's time. The first paragraph of a typical business letter is used to state the main point of the letter. Begin with a friendly opening; then quickly transition into the purpose of your letter. Use a couple of sentences to explain the purpose, but do not go in to detail until the next paragraph. Beginning with the second paragraph, state the supporting details to justify your purpose. These may take the form of background information, statistics or first-hand accounts. A few short paragraphs within the body of the letter should be enough to support your reasoning.The first paragraph of a typical business letter is used to state the main point of the letter. Begin with a friendly opening; then quickly transition into the purpose of your letter. Use a couple of sentences to explain the purpose, but do not go in to detail until the next paragraph. Beginning with the second paragraph, state the supporting details to justify your purpose. These may take the form of background information, statistics or first-hand accounts. A few short paragraphs within the body of the letter should be enough to support your reasoning. Sincerely, JERRY JONES
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JERRY JO NES
Dallas Cowb oys Owner
817 468 8612 jjones@sb45.com
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AR LI NGTON
TE XAS
B IGG E R IS B ETTE R
SUPE
R B OW L 4 5
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SUP
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ER
B OW
L
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Case Study No. 04
PE R PETUAL COOKI NG Rethinking The Rice Cooker
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P E R P E T UA L C O O K I N G
ASSESSMENT ADMIT DATE: FALL 2008 PATHWAY: TOM SIEU SURGICAL: PRINT 2
Background Information R3 is an organization that promotes sustainable design by indentifying new product opportunities within emerging green design solution. Each product redesign considers form and function as well as new technology and recyclability of materials. More importantly, each book published by R3 will focus on progressive thinking and socialconsciousness. Diagnosis Target Market: Men and woman from the age of 18 who live on their own or have a family and want to possess an appliance that is sustainable, good for the environment and is affordable.
Lifestyle: Men and women who find themselves morally responsible for the effect that their decisions have upon the environment. Treatment Plan Source Rice Cooker was designed to maximize the space that is available on an individual’s countertop. The design is also appealing in that the user is continuously appreciating the rice cooker as a whole from its usage, design and positive impact on the environment. Since modern society seems to find a zest in simplistic designs, many people have disposed their older appliances because the design of the object is no longer pleasing.
This unique rice cooker has a user-friendly, touch-screen panel. The interface has large, easy to read typeography with minimal amount of buttons to decrease user confusion. Thus, the interface allows the user to follow instructions to cook rice properly. The design of the appliance mimics the box that it is contained in because it takes up minimal space, which is also an advantage of this design when the appliance is shipped from one place to another. Because Source Rice Cooker is in a more form-fitting box, it allows more rice cookers to be packed into one shipping pallet, making the company more efficient, thus decreasing carbon dioxide emission.
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P E R P E T UA L C O O K I N G
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China
India
Indonesia
135,000
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85,250
36,950
P E R P E T UA L C O O K I N G
INTERNATIONAL RICE CONSUMPTION Rank
Nation
Thousand Metric Tons
_01 _02 _03
China: India: Indonesia:
135,000 85,250 36,950
_04 _05 _06
Bangladesh: Vietnam: Thailand:
26,400 17,700 10,200
_07 _08 _09
Burma: Philippines: Japan:
10,200 9,700 8,658
_10 _11 _12
Brazil: Korea, South: United States:
8,100 5,016 3,882
20,000 1,000
10,000
Vietnam Bangladesh Thailand
26,400
17,700
10,200
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O r ig a mi Con st ru ct i on Th e b ox for S ource Rice Cookers are d e s i g ned to be a die-cut, scored and a s s e m bled wit hout g lue. Th e b ellyband, printed with soy-based i n k s . This unique b ox allows the d e s i g n to be easily changed without r e d o i n g t he b ox it self.
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P E R P E T UA L C O O K I N G
Assembled Without Glue
Origami Construction
100% Recycled Paper
OPTIMIZE THE USE OF OUR MOST ABUNDANT NATURAL RESOURCE, H2 O
Soy-Based Ink
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P E R P E T UA L C O O K I N G
JUST ADD WATER
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Highly Recyclable Aluminum
Steam Vent
The materials used are very desirable to recyclers, which means the raw materials used can be reused in other products.
Outer Lid
Touch-screen Pannel The display is made of highly recyclable glass.
JUST ADD WATER
Mercury-Free LE D Technology & Arsenic-Free Glass
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Water Power Supply
Recycled Copper Rice B owl At 6 0 Mmhos/m copper has the second highest electrical conductivity of any element after silver.
Just add water to the system and the S ource Rice Cooker will do the rest. Five-cups of rice will need 2 cups of water to opperate.
Recycled Aluminum B ody
JUST ADD WATER
PVC-Free Internal Cables S ource engineers have removed PVC from circuit b oards, internal cables, connectors, insulators, shock mounts, and adhesives.
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Case Study No. 05
I AM B R UCE WAYN E Dark Knight Bath & Body Products
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I A M B R U C E WAY N E
ASSESSMENT ADMIT DATE: FALL 2008 PATHWAY: THOMAS MCNULTY
Background Information Batman is a fictional superhero that has been transformed from a comic book into a movie in 2008. Batman’s characteristics include the following: wealth, power, destructive abilities and obsession.
nightlife or men who enjoy high-end hygiene products and have the means to pamper themselves with the best. In both instances, this single male holds a Bachelor’s Degree, is career-driven and earns an annual income between $55,000-$75,000.
Batman is the protagonist in the movie and helps those in need. However, he has a continual battle balancing his obsessions with women and nightlife.
Lifestyle: Males who want to live a life similar to the life of Batman. This male enjoys a financially successful career thus finds it difficult to find a woman that he can commit himself to.
SURGICAL: PACKAGE DESIGN 3
Diagnosis Target Market: Men between the ages of 25-45 who are either currently pursing a lifestyle similar to the Batman character that enjoys women and has an exciting
Hence, this male finds that he has constant challenge with women and uses well-crafted products such as the Batman Bath and Body line to enhance his confidence and life.
Treatment Plan The Batman character is branched out into an unexpected product line for male bath and body products. Many aspects of the Batman character that include his vehicles, tools and gadgets were taken into consideration for this line that also consist of a point of purchase display stand, which I crafted myself. The logo is an upside down bat that resembles the nature of bats in their natural habitat: nocturnal creatures that hang upside down. The color scheme that is used are gunmetal, black and gold.
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Case Study No. 06
MARTHA’S HAN D S TO YOU R S An Arts & Craft Store with a Martha Steward Ambiance
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ASSESSMENT ADMIT DATE: SPRING 2009 PATHWAY: MICHAEL OSBORNE SURGICAL: PACKAGE DESIGN 4
Background Information Ambiance is a line from the Martha Stewart Living Omnimedia Incorporated. Martha Stewart is the founder of this company that has four different business segments: Publishing, Internet and Broadcasting media platforms and Merchandising product lines. Diagnosis Target Market: Men and woman between the ages of 18-50 who prefer conservative designs that can be enjoyed throughout the different areas of their lives. Items from this collection can be used throughout the consumer’s home with the home décor line as well as items from the
Do it Yourself (DIY) line that encourages individuals to express themselves through arts and crafts. The musem collection targets consumers who want to support up and coming new artists by purchasing their products. Ultimately, the Ambiance line is capable of meeting the needs of a broad array of consumers with a keen eye in affordability and self-expression.
Stewart Ambiance collection are people who like to express themselves through arts and crafts.
Lifestyle: Individuals who enjoy the affordability as well as the value of Martha Stewart products and puts an importance in ensuring that he or she has the capability to surround themselves with items that they have made.
Ambiance wants to create an environment where creativity and intelligence cannot be without the other. The Ambiance brand and Martha Stewart brand must be equally weighted and not compete with one another.
Treatment Plan Martha Stewart Ambiance is a specialty boutique. It will cater to the business and design savvy and those who are aware of the world in which we live.
People who enjoy items from the Martha
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product name Brief description about product and contents
product name
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line is .5 thickness
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product name
product name
product name
Brief description about product and contents
Brief description about product and contents
Brief description about product and contents
RGB: 191 / 49 / 26
RGB: 51 / 42 / 24
RGB: 253 / 252 / 230
RGB: 62 / 152 / 179
RGB: 51 / 42 / 24
RGB: 253 / 252 / 230
RGB: 120 / 162 / 47
RGB: 51 / 42 / 24
RGB: 253 / 252 / 230
CMYK: 0 / 91 / 100 / 23
CMYK: 59 / 63 / 81 / 69
CMYK: 1 / 0 / 11 / 0
CMYK: 70 / 19 / 18 / 8
CMYK: 59 / 63 / 81 / 69
CMYK: 1 / 0 / 11 / 0
CMYK: 45 / 0 / 100 / 24
CMYK: 59 / 63 / 81 / 69
CMYK: 1 / 0 / 11 / 0
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intelligent
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product name home decor
do-it-yourself
arts + crafts
museum
Explore our Arts + Crafts department for even more items like this one. You will find everything you need to organize your tools and create your projects. Find everything from drawing materials and pens to paints and scrapbooking. At MARTHA STEWART + ambiance you are able to design a card > plant an herb garden > decorate your own living room > make that necklace you’ve been dying for > silkscreen l essons > p aint your w all > create stencils > do-it-yourself photo album > read a book > create a master piece > mix paints > embellish your p age > gift w rap > learn sustainability t ips > awesome tools > stickers and rub-downs > paint in any medium > a nd l eave o ur s tore more c reative.
124 Valencia St reet,anS Francisco,CA 94105 [ m sam biance.com ]
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kitchen containers home decor arts + crafts do-it-yourself museum
Explore our A rts + C rafts department for even more items like this one. You will find everything you need to organize your tools and create your projects. Find everything f rom drawing materials and m arkers t o paints and s crapbooking.
product name home decor
do-it-yourself
arts + crafts
museum
Explore our Arts + Crafts department for even more items like this one. You will find everything you need to organize your tools and create your projects. Find everything from drawing materials and pens to paints and scrapbooking.
124 Valenciareet, St San Francisco, 5 CA 9410 [ msambiance.com ]
At MARTHA STEWART + ambianc e you are able to design a card > plant an herb garden > decorate y our living room > make that necklace you’ve been dying for > silkscreen lessons > p aint y our wall > c reate stencils > do-it-yourself photo album > read a book > create a m aster piece > m ix p aints > e mbellish your page > gift wrap > learn sustainability tips > awesome tools > stickers and rub-downs > paint in any medium > be more creative.
124 Valencia S treet, San Francis co,CA 94105 [ m sambian ce.co m ]
product name home decor
do-it-yourself
arts + crafts
museum
Explore our Arts + Crafts department for even more items like this one. You will find everything you need to organize your tools and create your projects. Find everything from drawing materials and pens to paints and scrapbooking.
product name home decor
do-it-yourself
arts + crafts
museum
Explore our Arts + Crafts department for even more items like this one. You will find everything you need to organize your tools and create your projects. Find everything from drawing materials and pens to paints and scrapbooking.
124 Valencia reet, St San Francisco,CA 94105 [ msambiance.co m ]
At MARTHA STEWART + ambiance you are able to design a card > pl ant an herb gar den > de corate your living room > make that necklace you’ve been dying for > silkscreen l essons > p aint y our wall > c reate stencils > do-it-yourself photo album > read a book > create a m aster piece > mix paints > e mbellish y our page > gift wrap > learn sustainability tips > awesome tools > stickers and rub-downs > paint in any medium > be more cr eative.
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PLACEMENT RULES - Label lines up directly under the halfway point of the package (from top to bottomg)
- Label extends to 2/3 -or- 3/4 the width of the package.
VARIOUS PLACEMENTS - Each label placement is to be used when necessary. If a package is too small to incorporate the “3/4 rule” without making the label too small, then it is to be scaled to fit the package edge to edge.
- If a package is too thin to show the front label, then the label can move to a vertical placement in which the “3/4 rule” would also become vertical. The label would align at the top in this situation.
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3/4 width of package
2/3 width of package
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Case Study No. 07
SAMOAN TATAU A Cultural Rite of Passage
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ASSESSMENT ADMIT DATE: SPRING 2008 PATHWAY: ARIEL GREY SURGICAL: TYPOGRAPHY THREE
Background Information Tatau means tribal tattoo in the Samoan culture. Obtaining a tribal tattoo in Samoa is a rite of passage in their culture. It is a gruesome and bloody ceremony that was originally performed to induct men into chief hood.
Diagnosis Target Market: Graphic designers; printers; designers in general, bookbinders.
Currently, the tatau has lost its importance in the Samoan culture because many males have copied the designs although they are not on a journey to become a chief in Samoa. Smart Paper has a line called Passport that needed to be endorsed by taking the name of the paper Passport, and using it to tell a story. Tatau is a Samoan tradition that transforms boys into men.
The beginning of the book begins minimal in content then as the book continues, more tribal graphics become more and more complex with every page.
Treatment Plan Create a story of a kid who goes through the process of getting a tatau.
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Case Study No. 08
GOLD FROM MOU NT OLYM PUS Apipharm 100% All Natural Greek Honey
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ASSESSMENT ADMIT DATE: FALL 2007 PATHWAY: CHRISTINE GEORGE SURGICAL: PACKAGE DESIGN 2
Background Information Meliterra-Apipharm is a Greek company that began promoting honey bee products in 1999 with the purpose of utilizing honey for therapeutic and alimentary reasons. This company prides itself on its ability to compete with other companies by its quality and innovation. But more importantly, Meliterra-Apipharm prides itself on offering honest products to its consumers. Diagnosis Target Market: Sophisticated men and women that appreciate honey bee products because they improve the quality of life through natural remedies. Customers of this product are people who search and
appreciate products that are 100% natural and organic. Lifestyle: Individuals that put a high importance on the items that they consume because they understand and disagree with the consequences of eating products that are made with large amounts of chemicals. Treatment Plan Utilize the roots of the company, which began in Greece with a Greek inspired color scheme as well as the Greek key pattern. The Greek key pattern is the modern way of saying meander, which is a decorative boarder that is continuously placed. The
meander was a symbol in the Greek culture that symbolized infinity and unity. Thus I used the Greek key pattern on the edges of my labels to signify that the product is something that bridges the natural conception of honey with Meliterra-Apipharam’s natural origin of Greece and this product unifies Meliterra-Apipharam’s devotion to produce the most organic and natural honey bee product made. This product is a bridge that links people of all ages, of all socioeconomic backgrounds and unites them by a common thread: value in natural products.
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Case Study No. 09
TOOTH FAI RY TALE S Quality Dental Care & Personalized Service
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ASSESSMENT ADMIT DATE: FALL 2007 PATHWAY: MALCOLM STEWARD SURGICAL: IDENTITY ONE
Background Information Asuncion Dental Spa is a dental clinic that caters to individuals who enjoy pampering themselves but do not enjoy the typical sterile ambiance of many dental offices. Dr. Venice Asuncion’s style and values are expressed thoroughly in all aspects of the dental office from the architecture of the office to the quality of the correspondences she uses to communicate with her patients. Asuncion Dental Spa’s mission is to create a patient-centered atmosphere where the patient’s wants and unsaid needs are catered through dentistry and personalized service.
Diagnosis Target Market: Sophisticated men and women between the ages of 25-65 who hold a Bachelor’s Degree or higher and incur an annual salary of $60,000-$125,000. These individuals prioritize their dental health and accept nothing but the best in all facets of their lives. Lifestyle: The lifestyle of patients from Asuncion Dental Spa are individuals enjoy an exceptional quality of life in that they are financially comfortable and yet are constantly trying to improve themselves and their lifestyles. These individuals have placed dentistry at the top of their priority list because they are aware of studies
that have shown a link between a person’s overall health and oral health. Treatment Plan To create a dental clinic that is inviting where the patient does not feel obligated to visit the dentist and instead looks forward to seeing the dentist because they know that they are experiencing the highest quality of dental care and personalized service. The logo of Asuncion Dental Spa is a pearl wrapped in the petals of a lotus flower. The pearl represents the pearly white teeth of a patient and the lotus symbolizes divine beauty, which is achieved in dentistry through a journey of excellent dental health.
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Case Study No. 10
FI S H AN D KI D S Café & Coffee House
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ASSESSMENT ADMIT DATE: FALL 2007 PATHWAY: CHRISTINE GEORGE SURGICAL: PACKAGE DESIGN 2
Background Information Thirsty Fish is a company that is based in Albuquerque, New Mexico that debuted in Fall 2007. This company began as a day care center for children but its owners realized that incorporating a café into it would be beneficial for the parents who dropped off their children. Diagnosis Target Market: Parents that utilize the day care and find it convenient to be able to enjoy a great cup of coffee when they drop or pick up their children from day care. Men and women from the age of 30 who have a combined annual income that starts at $95,000.
Lifestyle: Individuals who are parents and enjoy the comfort of being able to relax for a few minutes while they drop or pick up their children.
turquoise, which is borrowed from the Native American tribes and the tan color from the Sandia Mountains of Albuquerque.
These parents work the typical work day from 8:00am-4:00pm, which are the hours of operation of the café and are capable of financing their children to attend day care. Treatment Plan Since this café was a part of a day care company, shapes that would be easily recognized by young children inspired the logo. It is a logo with round edges that bring warmth to it. The color combination was
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I N FOR MATION T ITLE
B LO O D S W E AT T E A R S
PH OTOG R A PHY
WA R R E N H . G A R P E R I O
CA M E R A
LE I CA D - LU X 4
PR I NT E R
H & H I M AG I N G I N C
B OOK CLOT H
A R R E STOX B B O O K C LOT H M E TA L
E N D S H E ET
PA P E R S O U R C E R E D TXT
COVE R STOCK
N E E NAH E NVI RON M E NT 65I B
B I N D E RY
TH E KEY PR I NTI NG AN D B I N DI NG
I N ST R U CTOR
M A RY S C OT T
S OFT WA R E
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