EPSON rebrand & packaging
Andrea Hu | Packaging Two under the instruction of Ania Borysiewicz
EPSON
rebrand & packaging
Andrea Hu whosandreahu@gmail.com 626.400.3983
Packaging Two under the instruction of Ania Borysiewicz
epson rebrand & packaging
contents
006 epson today 008 history
010 012 014 018 020 022 024 030 032 034 046
introduction
research
logo analysis packaging analysis competitors audit brand driver: current perception brand driver: reality brand wheel retail display experiment what-if exercise interviews case studies
4
5
052 054 060 062 064 068 072 074 082 084 086
un-mindmapping demographics key attributes concept statement logo development one logo development two logo development three final logo poster one poster two poster three
brand development
088 092 096 098 100 102 104 106 108 112 118 120 124
packaging development one packaging development two packaging development three packaging development four packaging development five packaging development six packaging development seven in-store form comparison graphic application one graphic application two graphic application three graphic application four graphic application five
form development
128 134 144 146
midterm presentation final process final poster final photography
conclusion
epson rebrand & packaging
6
introduction
7
epson today
The company today seeks to expand into the creative market. Currently, they are industry leaders within 8 industries: retail, hospitality & food, education, financial services, healthcare, logistics and manufacturing. They have been environmentally conscious before it became the ‘it’ thing and still are with their company mission. Epson has established a goal called Enviornmental Vision 2050 since 2008 that highlights a 90% decrease in CO2 emissions. Epson have had global branches participate in biodiversity issues. Epson does do partnerships. They are currently official team partners with Mercedes AMG Petronas. The goal is to create a race car that is more efficient and high performance using the knowledge of both parties. In other words, they are within the sports market too.
With all these achievements and amazing products, the branding and packaging of Epson of today does not reflect back what they have accomplished. The logo is generic and lacks the drive that Epson has, and the packaging of the products are inconsistent and unclear. Epson promises high quality, advanced products that is environmentally friendly in addition to being efficient in the process. They ‘aim to exceed its customers’ expectations and visions with products and services that help create more colorful and richer lifestyles’. I wonder what will happen if they apply their advanced enginner skills to the video game industry. I also thought about their targeted audience today and wondering if their products can apply to the beauty industry and food industry.
May 1942
Sept 1962
Daiwa Kogyo Ltd. (the predecessor of Seiko Epson Corporation) is established on the shore of Lake Suwa in Nagano, Japan.
EP-101, the world’s first miniprinter, is launched, from which the Epson brand was later born.
Oct 1984
1985
Dec 1988
SQ-2000, the first commercial Epson inkjet printer, is released.
Suwa Seikosha Co., Ltd. and Epson Corporation merge to establish Seiko Epson Corporation.
Epson makes ‘CFC Free Declaration’ and begins initiatives to eliminate CFCs by the end of FY1993.
1996
May 2000
Mar 2004
The Epson Stylus Pro 9500 large-format inkjet printer is introduced and uses newly developed ColorFast ink to produce high-quality output on sheets of paper as large as B0+.
Printing goes mobile with the introduction of PictureMate - a compact, easy-to-use portable photo printer.
epson rebrand & packaging
Epson develops six-color, photo quality printer (EPSON Stylus® Color Photo).
July 1975
June 1977
Dec 1982
1983
In 1975, Epson (Son of EP or Electronic Printer) was formally established as the next generation of printers based on the EP-101.
The debut of the Epson EX-1, a dedicated accounting computer billed as the world’s smallest office computer.
The first television watch is introduced and is recognized by the 1984 Guinness Book of Records as the world’s smallest television.
The SSR-H series of industrial robots is introduced and is widely used for assembling watches and printers, and for packaging semiconductors.
8
introduction
9
Jan 1989
1992
Mar 1993
May 1994
The first Epson brand 3LCD projector, the VPJ-700, is introduced - giving the world a new application for liquid crystal displays.
Seiko Epson receives the U.S. Environmental Protection Agency’s Stratospheric Ozone Protection Award in recognition of its contribution to eliminate ozone-depleting substances from all manufacturing processes.
Epson introduces the Stylus 800, the first inkjet printer equipped with MicroPiezo technology.
Epson successfully develops the world’s first 720dpi color inkjet printer, the Epson Stylus Color.
2010
Sept 2016
SurePress L-4033A enters the market and is the first product to apply MicroPiezo technology to industrial label printing.
Epson introduced the FastFoto™ high-speed photo scanning system. This innovative new photo scanner and custom software help you preserve what’s priceless by quickly scanning your photo collection in a whole new way.
Typeface is set in all caps sans serif bolded. Feels generic and no brand identity that defines it from other brands with similar sans serif typefaces
epson rebrand & packaging
Logotype and tagline are tightly locked together
Tagline looks like Helvetica Neue. Again, generic and lacks brand personality
10
research
11
logo analysis
Currently, Epson’s logotype is really tightly tracked. It has it’s own specific blue, but the design of the logotype is still vague to how it shoud represent Epson. The generalized logotype plus the tagline makes it feel like it undersells the company when the products are high quality. For a company that prides itself in being innovative and futuristic, the overall logo is boxed in and, frankly, suffocating. It communicates the opposite.
CONTENT DESCRIPTION Ensures the product is trustworthy.
DESCRIPTION Doesn’t fit with the overall look of the brand
PRODUCT NAME The numbers are bolded and look important here. The problem is what printers can be compatible with this ink?
BRAND NAME Logo is placed on the top left of the packaging for the ink cartridge
epson rebrand & packaging
CONTENT IMAGERY Contains an image on the side showing what the product looks like on the inside. We wouldn’t be using this space like this if the type on the front display was clear enough.
DESCRIPTION Could be incorporated better into the packaging
CONTENT DESCRIPTION Shows color and name of color
12
research
13
packaging analysis
The current ink cartridge packaging for Epson lacks clear direction of where the consumer should look. Although Epson does have an ink finder on their website, it still doesn’t solve the lack of clarity that should be communicated on ink compatibility for printers. The tinted imagery seems random and stock photo-esque. The solutions in putting necessary information on the display panel feels last minute. I wonder if the logo can just be the logotype and leave out the tagline for situations like these.
Name
Brother
hp
epson rebrand & packaging
Lexmark
Logo
Color
Mission Statement
Quality is at the heart of every level of our organization, whether in manufacturing and materials, products and services, research and development, or in our choice of personnel and suppliers. We work to anticipate future needs to deliver technological expertise and innovation through superior, technically user-friendly, product solutions.
Our vision is to create technology that makes life better for everyone, everywhere — every person, every organization, and every community around the globe. This motivates us — inspires us — to do what we do. To make what we make. To invent, and to reinvent. To engineer experiences that amaze. We won’t stop pushing ahead, because you won’t stop pushing ahead. You’re reinventing how you work. How you play. How you live. With our technology, you’ll reinvent your world.
We operate our business in a manner that results in a better world by focusing on our people, our planet, and the communities in which we live and work. As we strive to maintain best practices for sustainability, Lexmark’s commitment to corporate social responsibility is global in reach, balancing economic, environmental and social concerns.
Products
All-in-one printers, laser printers, fax machines, sewing and embroidery machines, label makers and printers, electronic cutting machines, printing and sharing app, scanners, ink and toner
Photographic Style
14
15
research
Packaging
Laptops and tablets, desktops, printers and scanners (large format, 3d, etc.), ink and toner, accessories
Printers, ink and toners
Name
Xerox
epson rebrand & packaging
Canon
Logo
Color
Mission Statement
At Xerox, sustainability is our way of doing business. We align our goals for the environment, health and safety in five key areas to make an impact across our value chain worldwide. Together with our suppliers, customers and stakeholders, we strive to maintain the highest standards for preserving our environment and protecting and enhancing the health and safety of our employees and communities.
Canon’s goal is to contribute to global prosperity and the well-being of mankind as we continue our efforts to bring the world closer to achieving kyosei.
Products
Photographic Style
16
17
Printers, supplies and accessories
research
Packaging
Cameras and camcorders, lense, flashes, binoculars, printers, scanners, office accessories, large format, production printing, projectors, industrial products, healthcare technologies, supplies and accessories
epson rebrand & packaging
18
Clothing
Transport
Animal
Nike Back to the Future innovative, futuristic, creative
Tesla Model X fresh, environmentally friendly, efficient
Lion leader, competitive, king of the industry
Chair
Texture
Type
LCP Lounge Chair unconcealed, modern, unique
Red Diamond high-end, expensive, appealing
Bold, decisive, trustworthy, sans serif
Architecture
Activity
Drink
Rietveld Schrรถder House open, lasting relationships, transparency
Running practical, easy to understand, universal
Latte expressive, well-known, tasteful
research
19
epson rebrand & packaging
20
Clothing
Transport
Animal
Dad Sandals out of trend
Toyota Prius generic, lacking personality
Turtle slow and playing it safe
Chair
Texture
Type
Plastic School Chairs no uniqueness
Cardboard
Helvetica
Architecture
Activity
Drink
Corporate buildings
E3
Red Bull
research
21
What is Epson like?
Who is Epson?
Epson is a leader in imaging-related equipment
Caring
An innovator in delivering high-performance products, services and solutions
Efficient
Epson exceeds people’s visions Commitment to acheive the best Using advanced technology for the betterment of society
Sustainable Innovative Global Visionary
Creating a new connected age of people, things and information with efficient, compact and precision technologies.
Convenience
Long-lasting relationships
Great products but lacking recognizable design
Better products for the environment
Epson logo and color
Advanced and efficient products
“Exceed your vision”
Industry-best products
epson rebrand & packaging
Consumer Benefits: -trust/reliable -convenience -more efficiency/productivity -high quality results -creativity -energy saving/save money -reduce waste
What does Epson offer?
How does Epson present itself?
22
research
23
brand wheel
The current Epson showcases these qualities. These are taken directly from their website and came from direct research of who they are defined by the company themselves. They’re currently gearing towards those who are ‘creative’ but the presentation of their products and brand right now does not achieve that goal. Essentially, the consumers’ benefits are not communicated through the brand. With these information about their current perception of who they are or want to be versus how they really look gave insight into where Epson can go art direction wise. It gave me some more clarity into what’s working and what’s not working.
The previous brand drivers also gave insight on mainly the visuals and essence of how they want to be perceived by the consumers when they are interacting with their products.
epson rebrand & packaging
24
research
25
retail: target
Experiences & challenges With all the retail research, all the stores were new to me, and I’ve purposely done this to make the experience more informative. For Target, I went to the one on Colorado. Everything is located in the back of the store under the entertainment cateogry. The products are organized from printers on the top to ink and finally paper in the last row. It took me awhile to find the paper because the product is so hidden underneath. Epson products are located in the middle between Canon and HP and the aisle across from the printing section is a gaming section. I’ve noticed throughout the other stores how the planning of these layouts are almost exactly the same with the TV products directly in the back of the printing aisle.
During the process, I thought about what I would need the most and would run out the fastest and that would hands down be inkjet printer paper. I put myself in the shoes of a finals week mindset, and realized that I wouldn’t even notice the paper on the bottom row because of the state I would be in. I had a hard time locating the printers exactly because it was a section that was grouped together with a section that I wouldn’t relate to imaging products. Even though locating was difficult, the organization of it is like any other store.
epson rebrand & packaging
26
research
27
retail: staples
Experiences & challenges The lightbox banners behind the printers were an attempt to attract potential consumers, but frankly, I didn’t stop to look at it closer. They have end shelves in two different sections with the lightbox banners. The ink were relatively easy to locate and track down if you know what ink suits your printer. The products directly across from the printers were camera accessories. Epson papers were in the photo paper category and that made me think about the camera they have released previously and wondering if they can relaunch it. The Epson products were fairly in the back, left-side of the store with Canon, HP and Brother. I wondered around the store and saw the retail display of Logitech and Amazon’s Echo, and even though it was in the aisles, it still caught my attention. I stopped and
wanted to know more. If Staples give the opportunity to go all out for retail display design, then Epson missed this opportunity. The lightboxes don’t do anything at all. In a designer mindset, I was attracted to the use of texture in Amazon’s display and the use of color and creativity in Logitech’s display.
epson rebrand & packaging
28
research
29
retail: best buy
Experiences & challenges Honestly, I didn’t even notice the Epson printers on the end shelves, which ironically should do the exact opposite. Instead, I noticed the other printers like Canon, HP and Brother who were stacked in the middle of the walk way. Epson’s section was located closest to the wall in front of the store. Neighboring products were of course the competitor brands and cable wires on the other side. The location of it is also distracting because it’s right next to the Apple part of Best Buy. I’ve noticed that there’s nothing interactive in their retail display. The printers are on display to look at and inspect, but there’s no instruction that prompts a consumer to want to go up to the product. There’s zero interactive element in the retail display. Everything feels
cramped like they wanted to include the most when one to two printers suffice for the end shelves. Best Buy’s organization of the inks and papers makes it easy to find and unlike Target where the shelves are all the same length, Best Buy makes sure the product does get seen with the most bottom shelf being the longest. Ink display wise, I feel like the main colors fade into the darkness of the shelf itself. I also feel like people don’t remember Epson as a color.
epson rebrand & packaging
30
research
31
experiment
While visiting stores for retail experience, I saw that Target and Best Buy categorized many of the Epson products under the entertainment section of the store. In Target, it felt like the gaming section across the printers and the TV wall built a living room atmosphere. Best Buy and Staples both had this office atmosphere to the shelf experience. Both made me think of snacking but in different settings.
I also took into consideration what I can do to the paper that makes it serve as a tool. That led me to paper folding and origami. It made me think about making a cup for holding the snacks, in this case, nuts and it held really well. The matte paper is sturdy and had enough thickness to hold the snacks while still being able to fold the paper.
Left Page Supplies used in the experiment Top Left & Right Folding process in making the cup Bottom Pouring in snack into the paper cup
epson rebrand & packaging
32
research
33
‘what if’ exercise
For this exercise, I came up with 100 ‘what ifs’ for Epson. The goal of this exercise is to think outside the box and come up with something that doesn’t seem initially practical, but would work out in the future if developed further. I used post-its and let my rational side go in order to use this exercise to its fullest potential.
epson rebrand & packaging
reliable last minute plainly displayed indistinguishable recommended library black and white
Emily’s current favorite picture from her dorm window.
34
research
35
interview 01
What’s your name, age and occupation? Emily Barbus, 20, student/barista, How do you usually go about using printers, ink, etc? I use the printers in my library, which are already set up or I use my printer at home, which I have to hardwire to my computer. I only use black and white ink. Have you heard of Epson? Yes. What brand do you go to or use right now? Why? hp because that brand was recommended to me.
What’s working for hp brand wise and what isn’t working? hp is generally reliable, but when we changed wifi providers, we never were able to connect the printer to the new wifi Okay on the reliability part, how does hp connect with you as a student? does epson have the same effect? I never really thought about how they connect with me as a student; they really just provide a good product that I can use when I need to print something last minute. Ahh that’s interesting because designers rely on printers. Okay last question, if you were at a store, how would you like these imaging products to be displayed? I see them in Office Depot very plainly displayed in a row down an aisle with the prices and brands, each indistinguishable from the other.
epson rebrand & packaging
university no opinions affordable practical reliability quality good design minimalistic bright colors
Anne’s current favorite picture.
36
research
37
interview 02 What’s your name, age and occupation Anne Francis, 20 yrs old and i am a student (and i work partime in retail) How do you usually go about using printers, ink, etc? I usually use the printers at my university if I need to print so I don’t waste my home printer ink because ink cartridges are expensive . Have you heard of Epson? What are your opinions about the brand? Why? I’ve heard of Epson but to be honest I’m not too familiar with the company...all I know is that they make printers. I don’t really have any opinions on the brand. What brand do you go to or use right now? Why? I used to use a ‘brother’ printer but the ink cartridges ran out so now I use HP photosmart bc the ink cartridges are affordable ... around 60 bucks? I think. How would you describe how you approach these imaging products (printers, papers, ink)? what do you look for? I generally tend to look for the most affordable and practical ones to use I guess, and also the reliability of the product (like for paper, if I liked the quality and the feel the first time then im more likely to buy the same product again).
With what you just said, if you were in a store, how would these qualities translate into picking the right one just by looking at the packaging See this is hard because... you can only pick the right products if you’ve used them before so I would buy a product im familiar one...BUT if you haven’t use a product before and want to try something new (and judging only on the packaging) I would probably base it off the design ?? Like if I like the design (nice packaging) I’ll buy it bc it shows me these ppl put thought into their work. And if they can spend money on design and packaging... theyve probably made a good quality product. How do you feel about the current imaging product market’s design whats working and what isn’t In my opinion I think products with minimalistic designs are more aesthetically pleasing to look at bc it’s easy in the eyes and very neat and clean looking hehehe But...bright colours will catch your attention more Bright colors. That’s interesting. If u were to see that in display at a store, how would you feel. Would that translate into you wanting to buy the product? If its on a printer box and it has bright colours yea. I would buy it. like i mean bright colours as in a dark coloured box with SOME bright colours on it bc it looks the most professional and trustworthy......like I’m not tryna buy all hot pink packaged printer ... that would b kinda childish LOL
epson rebrand & packaging
form color material quality pictures technical
38
research
39
interview 03 Ru-Hua’s current favorite picture.
What’s your name, age and occupation? Ru-Hua Yu, 56, doctor How do you usually go about using printers, ink, etc? I use it to print patience’s insurance forms and sometimes copy some of the patience’s information and patience’s registration forms for the clinic. What brand do you go to or use right now? Why? Oh I have to check. I bought all of it at Costco. For paper, it’s from Xerox and the printer is from Brothers.
In the stores right now, are there any products that would attract you? Is color a factor? I guess color is a factor. I don’t like completely black products. On the packaging, what would you look for? I would look for the box’s material. Is it ‘complete’ and well made? Also the color of the box would definitely be a factor in attracting my eyes in the first place. The main point though is the quality of the actual product.
Have you heard of Epson? What. I don’t know.
The packaging design right now, what’s working and what’s not working? The packaging’s color, material—nothing too flashy, something subtle—makes me feel like there’s quality to the product.
When you’re in the stores buying these products, what attracts you to go buy it? I previously did my research and would then go out and buy it or go online and buy it.
How would you like to see ‘quality’ on the packaging design? If you have a good product, then you need good packaging. If the product is heavy, then the box has to hold up. The color is also important.
If you didn’t do your research, what would you look for in the store? I would look for the form, technical information especially wifi and then would go buy it.
How do you want to see design translate the things you look for in a product? Ohh, I don’t understand English well so it’s really important for the packaging to include pictures that showcases what the product can do. Or a picture of the product or a drawing of the product would do as well so I can have an idea of what it is.
On a design level, what would make you want to look more into the product? The form of the product.
epson rebrand & packaging
quality no opinion bold trust
Erica’s current favorite food.
40
research
41
interview 04
What’s your name, age and occupation? Erica, 18, student How do you usually go about using printers, ink, etc? I use printers for school assignments. Is that the main thing that you use it for? Yeah. Have you heard of Epson? Yes. What is your perception of Epson right now? I literally have no opinion of them. What brand do you go to or use right now? Why? I don’t have a preference. I just use what I have. If you were to go into a store, what would make you look a second time? Something that’s out of the ordinary. Can you explain that a little bit more? I can’t think of anything. Something that isn’t all the printers right now. Like the design of the machine.
What about the packaging of the machine? I guess the graphics on it. I would look for something bold. I would look for something that stands out compared to the other brands around it. Honestly, I have never shopped for a printer and have zero interests in it. When you’re shopping for image related product, like paper, what do you look for? I guess I look for the quality of the paper and its thickness. The packaging for the product isn’t creative at all. I’ve never seen anything creative about it. It just says what it does and never shows what it does. How would you like the products to make you feel when you buy it? I would like to trust and know that I’m making a good decision with my purchase.
epson rebrand & packaging
quality orderly aesthetics
Herman’s current favorite food.
42
research
43
interview 05
What’s your name, age and occupation? Herman, 18, student How do you usually go about using printers, ink, etc? Well, usually the printer is for printing homework or articles, ink as in pens, markers, etc? or just printer ink? and paper is for drawing and printing homework on. This stuff is generally what I use a printer for these days. Have you heard of Epson? Yes. What is your current perception of their brand? I think Epson is great. I think my printer at home is an Epson printer. What is it about Epson that makes you think it’s great? I think Epson has great quality. How do you feel about the packaging of Epson’s products? I think the packaging is great. Everything comes in an orderly fashion. Everything is kept in place so that nothing falls apart during the actual shipment.
If you were in a store shopping for these image related products, what would make you take a second look? The aesthetics of the printer and the box.
epson rebrand & packaging
high quality pedestrian nothing unique different colors typography different image
44
research
45
interview 06
What’s your name, age and occupation? Jeanne, 20, student How do you usually go about using printers, ink, etc? For important projects, I would go to professional printers for pirnting and use good/hq paper. For weekly assignments, I would print at school, using the cheaper laser printers or the laser printer at home, and I would just use the cheap bond paper. If I use my epson artisan printer, I usually buy the cheap refilled ink off of amazon bc the certified epson ink is too expensive. So you’ve heard of Epson. What’s your current percetpion of the brand? I don’t know too much about Epson? I only know that they create high quality printers and paper that probably rival hp, samsung, etc. But I like my Epson printer a lot better than my hp printer.
Jeanne’s current favorite picture.
How do you feel about the packaging of Epson’s products? I think they’re just okay. I only bought an Epson printer because i needed it for school. But if I was an every day customer that needed a printer, I don’t think the Epson packaging would stand out to me in the midst of other printer packaging. It’s just pedestrian packaging hat includes all the information it needs, nothing really unique So if you were in a store shopping for these imag erelated products, what would make you take a second look? I think different colors and/or large typogrpahyw ould really grab my attention. I feel like most or all printer packaging stays iwthin the cool color range such as blue, gray, black. So seeing different colors would make the product stand out more to me. Large type (maybe of a fun slogan or catchphrase?) would help as it would make me want to come close and read what it’s saying. Maybe even seeing a different image on the front of the box instead of just an image of the product might be more interesting, too.
epson rebrand & packaging
46
research
47
case study 01: muji
Inspiration Muji’s business model is based off of no branding that ultimately became the branding of the company. They believe in quality products over the hype of a brand name. The philosophy behind these no brand products is that so it’s like an empty vessel that the customers can bring life to. It’s an interesting concept that aligned with my Epson concept of Epson being about a source of choreography for the customers. What’s also intriguing is how logical Muji is. They’re all about rationalization rather than impulse. The brand isn’t aiming to create or ilicit a response; rather, they want the customers to have the notion of “this will do” when they’re purchasing products. Emotions isn’t part of their brand culture at all.
Why it works Muji works because the concept of bringing simpliticy that has a purpose down to no branding is interesting and aligns with some people’s beliefs. The customers have the freedom to personalize everything in the store through the process of how they’ll use it in their daily lives. It’s like the customer is branding the Muji product for them and there’s a sense of ownership through that process. It’s purely about the design and the branding ends up in the hands of the consumers. The personalization aspect plus the dedication to their craft is what continues Muji’s popularity.
epson rebrand & packaging
48
research
49
case study 02: adidas
Inspiration Adidas’ business model is built on creating new products that responds to the customers’ needs. They allow personalization on their products. The purchasing experience is very much a personal thing because there isn’t much interaction between retailers and customers. It’s self-service based. With Epson being about choreography and using that as self-expression, it connects with adidas’ hyper personalization of their products even from the purchasing experience.
Why it works The model works because it’s simple process. The customer makes all the choices and have control in what they like or don’t like. Just like how I want Epson to be about customization up to the point where it’s like ordering adidas’ shoes. They also focus a lot on making products that have great quality through design and material. The combination of the personalization, self-service and quality products make them successful at its foundation.
epson rebrand & packaging
50
research
51
case study 03: ikea
Inspiration Ikea’s business model is about bringing quality but at an affordable cost to everyone. Their goal is to bring the suppliers closer to the customers. Ikea wants to do it all within the furniture market. It’s very responsive to customers’ needs and wants. With Epson, the Ikea business model aligned with Epson being a choreography of self-expression because part of it is being responsive. Epson can learn from Ikea with help and clarity.
Why it works The business model works because everyone is satisfied. It brings people in and allows them to look through every single section of the store. It’s a dynamic experience and everything about Ikea seems limitless. Customers respond well to Ikea’s methods because while it’s about getting furniture, it’s also seeing the other options that are supposed to represent other people’s tastes in furniture.
epson rebrand & packaging
52
un-mindmapping
The process for this exercise was something I’ve never done before. It really shut down the logical side of what I think can and cannot work and made me focus on the present. This mindmapping brought for words that randomly calls out in my head onto paper that I usually ignore and I somehow got a concept out of it. Honestly, I would have never thought of that concept if I were doing my normal processing and mindmaps.
brand development
53
epson rebrand & packaging
54
the educated hypbeast Tina, 16, is pursuing her dreams by starting out with making zines and other creative endeavors at her hometown in Los Angeles. She doesn’t like to say she’s high maintanence, but she secretly knows she is about everything. Although still in high school, and dreading it, Tina is focused on her passion of becoming a renowned fashion photographer one day. As a high school student, Tina starts off her day skipping breakfast. It just became a habit and she knows it’s unhealthy, but she brushes that fact off. She likes to pack her own lunch instead of buying because the school lunch is gross. Even though she hates high school, she still tries hard in all of her classes mainly due to the peers around her. Tina’s favorite class would be English over even Art because there’s no wrong answer. The class makes Tina feel like she’s in control of her interpretations when backed up with evidence. At the end of it all, she feels liberated when she reads and admittedly, many of her inspirations come from literature. After school, Tina likes to go to a nearby cafe to hangout with her friends while doing homework. At around 7pm, she heads home and edits her photos that she took from a photoshoot last week and makes zines about her per-
brand development
55
spective of how fashion photography should evolve. She does all of this while having a random Netflix show playing in the background as a source of background noise. On her time off, Tina likes to hangout with herself if she feels overwhelmed. She would head out and go to museums alone because it’s a source of comfort and healing for her. If she doesn’t feel overwhelmed, Tina would readily make plans with her friends and sometimes that would include impromptu photoshoots. Tina posts her works on an Instagram that she hopes no one in high school would know about. She highly values quality in her physical work and also how it would translate on camera. Having her own printer that does a better job than outsourcing it is something she has been looking into for awhile. Tacky and boring isn’t part of her dictionary and would rather find something that invokes freedom of expression
epson rebrand & packaging
56
the party animal geek
Liz is a 28 year old college graduate currently applying for graduate school in the field of neuroscience. She currently lives in Los Angeles, California with her two dogs and cat in a loft by herself. Liz could afford not having a roommate because in undergrad, she took on mulitple jobs and worked hard to get paid internships. She doesn’t like spending too much on useless items, but she is conscious of her appearance because Liz believes that even if people say looks don’t matter, it does. Liz is currently working at a research lab studying brain matter and she hopes to one day make a break on the topic. Because of her hardwork, she makes $60k a year. On a typical day, Liz wakes up at 6am to walk her dogs and make her routine breakfest--oatmeal. She then heads to the gym to do mainly cardio because she can’t handle lifting weights. She heads to work at around 8am and arrives there at 8:30am on a good day to start her day researching and testing in the lab. During this time, Liz is constantly recording data into her notebook because even though she’s a technolgy junkie, she still believes in the power of the analog. The problem is that in her lab, the printers don’t work properly and they look clunky like it doesn’t belong in a research facility.
brand development
57
Liz is attracted to things with clean edges and serves a straightforward function, but she also enjoys a twist in the sterile look of her style. She hopes that her office would somehow look into printers that serve the aesthetic of their place and also work nicely for her research print outs. By this time, she takes her lunch break and heads out to Chipotle to get her meal. She doesn’t eat meat, so she gets the sofritas instead with a ton of mild sauce. At around 6pm, Liz is off work, but she tends to stay overtime to do more research, but today, she decides to go home on time because she’s bone tired and needs a break to vegetate instead of think. Usually ont he weekends, Liz likes to go out to clubs and her friends would describe her as friendly, fun, and playful but never a nerd. Liz doesn’t like showing herself in that light, but her personal style reflects on her true self especially her technology, clothes and home appliances. Some of her closest friends knows about her nerdy past in high school and college, but they don’t think it defines her as a whole person. They enjoy that practical side of her in addition to the party side of her.
epson rebrand & packaging
58
the relatable adult
Erica is a 35 year old creative director for a branding studio that is based in San Francisco, New York and Berlin. She’s currently working for the New York office and loves the new environment because she got tired of San Francisco where she lived before. Erica is now living in Manhattan with her dog and boyfriend. On a regular day, Erica tends to wake up early in her standards which is at around 8am because she’s a night owl. She feeds her dog and quickly gets ready so she can get a croissant and latte at Starbucks. She doesn’t like having interns do these type of work because Erica thinks it’s a waste of everybody’s time. Once she gets to her office, she immediately starts answering emails and calls. Erica doesn’t like a messy inbox and has a Epson printer near her desk because it’s convinient and easy for her to use. Her lunch is Postmated from her favorite Thai place because pad thai is her favorite meal. The entire office knows this. After lunch, Erica likes to give interns some challenging works that also includes some printing but mainly it’s on design choices and ideation. Erica wants the interns to gain something from coming to her studio.
brand development
59
Erica is always the last to leave the office because she has many things to approve before deadlines and doesn’t like them piling up, but she does go home past 9pm. She drives back home and immediately reaches for some wine to unwind. Erica likes to turn on Netflix to watch some episodes of whatever show she’s into at the moment. Erica ends her day with listening to jazz and reading books recommended by her friends and Oprah. On weekends, when she has the time, she likes to visit gallery openings and look at the works that are currently talked about to keep herself educated.
c
epson rebrand & packaging
mo
d e z i r o t
a c i l l c y
v a st
resp d e r o l i ta
v i e s n o
60
61
brand development
ob
ssed e s
epson rebrand & packaging
62
concept statement
The Epson rebrand is about the choreography of self-expression. Epson covers the vastness of our ways of expressing ourselves through our styles of routines by being responsive and tailored to each our needs. Epson embodies it all.
brand development
63
epson rebrand & packaging
64
logo development: phase one For the logo development, I went ahead and took the advice of quickly looking for ideas that can be incorporated into my logo through flipping through books and writing down what first comes to my mind. I explored with serifs, san-serifs, mixed sizes, all caps, and all lowercase. The main idea was about the cyclical key attribute and also the motorized side of the Epson rebrand. It reminded me of machine gears and how everything is clicked and connected together. I went and explored how that can be reflected in the logo. I also went ahead and explored the technical side of Epson like it is already and wanted to fully express the nerd that is Epson.
brand development
65
epson rebrand & packaging
1 2
3 4
brand development
66
67
5 6
7 8
epson rebrand & packaging
68
logo development: phase two In the second phase, I went ahead and focused on refining one of the logos 8 more times. I played around with stroke length for the parts that were cut out and the directions the inner parts face. I also went ahead and wanted to see how the logo would look with rounded edges and mixed cases.
brand development
69
epson rebrand & packaging
1 2
3 4
5 6
7 8
1 2
3 4
brand development
70
71
epson rebrand & packaging
1
2
3
72
logo development: phase three The logo of choice was the one without the outlines. I made revisions to the logo in order to see how it would communicate with our without some factors of the type.
brand development
73
epson rebrand & packaging
ÂŽ
74
final logo
Through the process, the final logo that is most suitable for my concept and Epson is the one presented on the left. It hit all the key attributes and ultimately is the best logo out of all the variations.
brand development
75
® ®
epson rebrand & packaging
Bauhuas Bugler, 2013
The new Epson logo is redesigned to represent the cyclical and vast nature of the brand. The logo is related to the typeface Bauhaus Bugler that exudes the same attributes. Bauhaus Bugler was designed by Harry Warren. The relationship to the classic Bauhaus font can be seen with the large curves and heavy strokes. Epson’s logo follows the same style. The logotype’s san serifs are heavily curved and follows the movement of the character before to mimic a cylical nature. There are no stems for the p and the n because of this reasoning.
In the Epson logotype, the changes occured compared to the original typeface are the curvatures of the e, s and o and the reduction of the stems of p and n. The original typeface was a lot more condensed, but the essence of the typeface is still there with the continuous curves.
76
77
brand development
® PMS Black 7 CP, P 179-15C C40 M20 Y20 K100 R0 G0 B0
®
epson rebrand & packaging
ÂŽ
PMS P 24-8 C C0 M57 Y99 K0 R246 G136 B31
78
brand development
79
ÂŽ
PMS P 170-5 C, 2470 UP C46 M42 Y40 K4 R142 G136 B136
epson rebrand & packaging
ÂŽ
ÂŽ
ÂŽ
ÂŽ
brand development
81
81
epson rebrand & packaging
82
poster: phase one I’ve decided to use personal imagery and played with pure imagery and imagery plus text to create something that connects with my concept and packaging.
brand development
83
epson rebrand & packaging
ÂŽ
84
poster: phase two From the class feedback, instead of digital type, I wrote out the copy using the light. I also revised the copy to make it more relatable rather than sounding like a command.
brand development
85
epson rebrand & packaging
ÂŽ
86
poster: phase three The feedback was to make the poster richer. I explored to show some of the background of the process of me making the light poster.
brand development
87
epson rebrand & packaging
88
form development
89
packaging development: phase one I took some inspiration from b-boy moves and forms while sketching thumbnails for the forms. I also thought about how to create a form that can contain all the information while remain looking clean and professional on display. I thought of how the current packaging is too noisy with too many texts and how I can hide it using these forms. Because of how messy it is and the blandness of the other brands, I thought of how I can make Epson products stand out using dynamic packaging design. Currently, I’m thinking of materials that align with their sustainability mission, but nothing is for sure yet. The next eight drawings are some forms that align with the key attributes, concept and goals.
epson rebrand & packaging
First phase sketch ideation. I was exploring a range of forms that show movement.
form development
90
91
epson rebrand & packaging
92
form development
93
packaging development: phase two In the second round, I explored further with more refined ideas about where I can take the form following my key attributes that were taking shape at the time. I opted to focus on my concept of choreography and went for forms that contain dynamics and movement derived from choreography. At the end of the class, two forms were picked to be explored further in the next phase.
epson rebrand & packaging
form development
94
95
epson rebrand & packaging
96
form development
97
packaging development: phase three After the class critique and feedback about my key attributes, it was decided that there were two directions that can be refined. I took some time figuring out how to make the trapezoid form look less bulky and more sophisticated through evening out the top and bottom. I made the drawer form a little bit larger than the previous version just so there’s more room to grab the product.
epson rebrand & packaging
98
form development
99
packaging development: phase four From last week’s feedback, I flipped the original main ink cartridge packing onto it’s side and revised the template to make it open from the side. That way, it can safely fit 3 to 4 ink cartridges. The extensions I’ve added are paper and cable packaging. The paper packaging contains triangular stoppers in the front because it was taken from the main form from the edges. The stopper also acts for easier access to the paper. The cable packaging is the extended and vertical version of the ink cartridge packaging in order to accommodate the wires.
epson rebrand & packaging
100
form development
101
packaging development: phase five This week from the class feedback, I softened up the edges because my concept is about choreography. I questioned the feedback, but I tried it anyway and it became an issue with graphics. I tried appyiing to two of my packages and it became too much and less space for information. It did create some interesting shapes.
epson rebrand & packaging
102
form development
103
packaging development: phase six From the feedback this week, the softened packages were scrapped, and there were changes made in the paper packaging. Instead of making it too edgy with the triangles, I used the angles from the ink packaging instead and created a flap to protect the paper.
epson rebrand & packaging
104
form development
105
packaging development: phase seven For this week, I focused on the liquid part of the packaging. I made the form derived from one section of the cable packaging and stretched it to make it skinnier and taller. I originally wanted to make it clear but found that it would be better if I made the bottle solid instead. This is primarily for aesthetic purposes in order to make the line consistent.
epson rebrand & packaging
106
form development
107
in-store comparison I went to Target to see how my form would fit into the surrounding competition and also compare my form to the current Epson form. The first thing I’ve noticed was how it does sit well in the current shelfing situation that Target has. The sizing is pretty much the same and, to my shock, the right size. Within other stores, though, I’ve noticed that the inks hang on walls in their designated brand section. For that purpose, I’m going to add an additional piece to the top that serves for that shelfing experience. That piece would be taken from the logo I’m developing right now which focuses on cycles and movement.
epson rebrand & packaging
108
form development
109
graphic application: phase one For the graphic application, I visualize better in physical forms, so I made rough drafts of the layouts that I want on the main form. Since the logo is still in revision, I focused on my concept of choreography to push my graphic application forward. Each one is different because I also went ahead and thought about how my key attributes can relay in my graphic application. The top, front and side were trimmed and cut out to get a feel for how the graphics would sti on the form. One concept was applied to all the sides of the form.
epson rebrand & packaging
form development
110
111
epson rebrand & packaging
112
form development
113
graphic application: phase two From the feedback, it was clear that being minimal with spots of color worked for my packaging. I decided to go with the two chosen choices and also made additional ones for the softened packages. I still stuck with the old Epson blue and colors were bland.
epson rebrand & packaging
form development
114
115
epson rebrand & packaging
form development
116
117
epson rebrand & packaging
Because my concept was about choreography and movement, I wanted to draw inspiration from master paintings. Vincent Van Gogh’s Starry Night instantly came into mind.
This came from the key attribute vast. I thought about what vast meant, and I thought of the ocean.
I thought about how Epson is trying to cater towards the creative market and had a picture of a wall that I took in Detroit
When I thought of cyclical, I thought of the sky, but this picture that I took included smoke and that also speaks to the key attribute.
The plants picture represented the eco-friendly side that Epson stands for.
The sunset sky also represents vastness that is part of the key attributes.
The shadow part of this photo represents the details in life and how it relates to the key attribute of obsessed. It goes back to how Epson is detail-oriented.
This screenshot was taken directly from Star Wars. My concept includes the idea of the hero’s journey, and I wanted to take inspiration directly from a film that is famous for this.
118
form development
119
graphic application: phase three In the third phase, I explored more color options and wanted to see what works. I thought about the imagery and how it relates to my concept and the key attributes.
epson rebrand & packaging
120
form development
121
graphic application: phase four From the class feedback, I decided to include on my packaging in sync with the idea of choreography and the cyclical aspect of my concept. The images were taken myself and the idea behind those images were how movement captured can never be premeditated just like the creative process. It also aligns with choreography since I did dance with the light to achieve the result. We also decided on the form without the softened side because it starts forming a new shape. It’s just adding something that wouldn’t help with my overall packaging.
epson rebrand & packaging
form development
122
123
epson rebrand & packaging
124
form development
125
graphic application: phase five The colors for this phase went back to my key attributes of keeping it tailored. It now has a minimalistic look on the outside with a photographic interior representing how Epson brings light to those who are on their Epson journey. The primary color is a darker orange with secondary color of a warm grey that speaks both to the cyclical nature of Epson and its inclusive nature. I chose the orange for a utilitarian feel because of my key attribute of motorized. It’s both human and technology.
epson rebrand & packaging
form development
126
127
epson rebrand & packaging
128
conclusion
129
midterm presentation For the presentation, I started talking about what the project is about and Epson’s history. I later transitioned into what’s not currently working for Epson and moved into the solutions that I came up with. The entire process of the presentation was interesting because I saw parts where it went too long and became boring. It gave me insight on where to revise in order to make the presentation speech more interesting.
epson rebrand & packaging
130
conclusion
131
Splitting the presentation in pros and cons and what can be worked on, I’ll start off with the pros. From the feedback, my presentation is well organzied, and the integration of my key attributes were really well put together. I need to improve on my inflection when I’m speaking in order to not bore the audience. The ink and cable lighting imagery are powerful and is done. The paper feedback is that the interior could just be a solid color and the use of the spine could be an emboss. The gradient orange could go into another color and the rag for premium inkjet can be finessed. The type on the paper needs more texture. For the paper, the arrow is working well and is consistent with the overall look of the other packages. The safety paper was suggested to be translucent because the cardboard is an off white color and looks inconsistent.
For the bottle, it was suggested that it needs to be clear because everything else is so enclosed. With my concept of light in the interior of the package, having a clear bottle makes more sense. It was suggested that the bottle is too rounded and soft and that I should bring back more of the edginess of the original packaging.
epson rebrand & packaging
132
conclusion
133
The poster feedback pro was how well it’s working and how the copy is working perfectly. The only con is to make it include more depth because currently it’s still looking too flat. What I’m planning to do with that feedback is to include more lights but in the background to make it feel more 3d rather than the light type sitting on a 2d surface. I’ve done some research on how I can do that, but I have an idea on how to make it work for the final presentaiton.
epson rebrand & packaging
134
conclusion
135
final process
In the last stages of the process, I revised some parts of the graphics and added additional extensions. In the picture on the left, I wrapped the paper in cellophane and added the orange tear-strip to stay consistent with my graphics. The additional reasoning is for the increase in the appreciation of the opening ceremony of the product. The next few pages are 2d templates of the final graphics and the additional processes I went through in creating the liquid bottle.
epson rebrand & packaging
conclusion
136
137
epson rebrand & packaging
conclusion
138
139
epson rebrand & packaging
140
conclusion
141
I’ve never casted a silicone mold or resin before, and frankly, it was intimidating. I went head in with some help and casted the mold with platinum silicone. It took about a day to cure. The first try didn’t work out because I learned later that the gloss on the foam doesn’t react well with silicone. I decided to spray paint my bottle white to match the entire look of my line in order to have it in my photoshoot. However, I still wanted to try casting the mold and resin again after learning my mistakes. This time, I chose to laser cut my form on MDF and cast in green silicone without any coating.
epson rebrand & packaging
142
conclusion
143
Second time resin and form made me realize that this wouldn’t have worked anyway because once I put this with my other products, I didn’t like it, yet I’m glad I still went ahead and did the resin again. It was a good experience and I learned a lot the next time I need to do it for a project.
epson rebrand & packaging
ÂŽ
144
conclusion
145
final poster
The final poster has additional elements added on it to create more depth.
epson rebrand & packaging
146
conclusion
147
final photography
For the presentation, I started talking about what the project is about and Epson’s history. I later transitioned into what’s not currently working for Epson and moved into the solutions that I came up with. The entire process of the presentation was interesting because I saw parts where it went too long and became boring. It gave me insight on where to revise in order to make the presentation speech more interesting.
epson rebrand & packaging
conclusion
148
149
epson rebrand & packaging
conclusion
151
151
conclusion
153
153
Š 2018 Andrea Hu whosandreahu@gmail.com +1 626.400.3983 behance.net/ahu550bb packaging design two under the instruction of Ania Borysiewicz ArtCenter College of Design 1700 Lida St. Pasadena, CA 91103 images compilation Google & Pinterest interview images under the rights of the owner final product photography James Chou Photography
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher typefaces Folio Std (light & medium) cover paper Mohawk Everyday Digital Uncoated (100T) Curious Collection Blueprint (27T) text paper Mohawk Everyday Digial Uncoated (100T) binding & printing Andrea Hu ArtCenter College of Design Pasadena, CA