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THROUGH THOUGHT

A PROCESS JOURNAL


THROUGH THOUGHT Created, designed, and prepared by Cait Bender Design, 2018 This journal displays two select projects. It shows my creative process in-depth, allowing me to articulate thoughts and explain my decisions.


2 Air Wick Stick Ups


AIR WICK STICK UPS

Air Wick Stick Ups 3


YOU HAVE FIVE TO SEVEN SECONDS.

4 Air Wick Stick Ups


1/1 What is packaging? Packaging is the format of how a package is sold. It is the design of the physical appearance and advertising of the product. What does a package need to do? A package must grab attention, stand out, persuade, sell the product, and inspire other future designs. What considerations go into packaging? One should consider the logo and its placement, package size and shelf space, legibility, connotation, denotation, colors, the audience, user efficiency, materials, and production costs. Protects: contains the product, keeps it safe through shipping, maintains quality Identifies: flavor, color, weight, etc. Embodies: the brand’s essence and their identity Presence: gets attention in its environment Positions: differentiation from competitors Informs: price, nutrition information, etc. Enhancements: extras, ie: dip/squeeze ketchup packs, detergent with spout

Air Wick Stick Ups 5


6 Air Wick Stick Ups


1/2 What did you observe in researching the category and context? I visited Walmart and browsed the aisles for some of my research. I noticed that much of the hanging retail looked similar and a good portion of it wasn’t all that visually appealing. There wasn’t a very good selection of environmentally friendly packaging either. Many products were bland and didn’t catch my eye. Then I saw the Goody hairbrushes shown to the right. They only use a small amount of material that wraps around the product and a hole at the top of the brushes to hang them. I really appreciated the color choice as well. It stands out from your typical hair brush and also compliments the color of the brushes. I feel as though the same types of typefaces were constantly used as well, so nothing stood out—simple sans-serif everywhere. For example, I think I only noticed the hanging kitchen utensils because there were so many of them taking up the wall. Their packaging was fairly simple, but also generic. There was a sans-serif font and mostly black and white coloring which didn’t give the product any “umph”. At least the materials being used were minimal. Online research showed me the great big world of successful packaging. Enticing colors paired with fun and engaging illustrations made me wish I could see the products in person.

Air Wick Stick Ups 7


GO GREEN OR GO HOME.

8 Air Wick Stick Ups


1/3+4 Research sustainable and low impact packaging considerations to achieve minimal environmental impact. Most of us might not notice, but the use of plastic in packaging is typically excessive. It would be more wise to replace plastic with some form of paper. It’s much easier to recycle and reuse, and it decomposes into the earth whereas plastic sits, forever and ever. Another main consideration is ink usage. Black ink is cheaper than colors, just go out to buy some printer cartridges and you’ll see. If there is more ink on the packaging, there are more chemicals, and it costs more too. Create a consumer persona. Optional: Inclue a reflection of the team “sprint” project. Meet Drake. He’s a pretty cool guy—35-44 years-old, male, African-American, divorced. Drake is a business man through and through. He loves to work, but he’ll workout and learn how to cook in his spare time. If he’s feeling outgoing he might hang with his buddies at a local bar. You can see some of his favorite shows and brands below. During this class, we also had a team “sprint” project. Sketch up packaging for a screwdriver that your consumer would love. My team ended up with a sleek gun metal box including black and red foam with inserts for the screwdriver and its bits. On the outside we added a sleeve to show product information. The modern, contemporary style catches Drake’s eye, but once he’s sold he can remove the sleeve.

Air Wick Stick Ups 9


10 Air Wick Stick Ups


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Creative Brief Air Wick Stick Ups by Caitlin Bender What is it?

The Air Wick Stick Ups Home Deodorizers are designed to fit in small spaces like a trash can, car, or closet. Such fantastic fragrances should be pleasing to your nose and your eyes! This project includes an aesthetic and environmentally-friendly redesign for the Air Wick Stick Ups packaging. The finalized version will be presented as a physical representation and on screen.

What are the goals?

Air Wick Stick Ups will be the first redesign in a rebranding project for Air Wick products. The packaging will stand out on shelves against their competitors, and will increase sales by at least 10% in the first year of sales.

Who is the audience?

› › › › › › ›

Females Married, possibly with children Middle to upper class Employed Clean, organized, sophisticated Shops at Target Enjoys treating themselves

Who are the competitors?

› Febreze CAR Vent Clips › Febreze smallSPACES

What are the semantics? Cluttered Boring Low Quality Dull Puzzling Unrefined

Clean

Old design

Refreshing

New design

High Quality Bright Simple Cultivated

Packaging before redesign...

12 Air Wick Stick Ups


1/5+6 Create a semantics differential scale for key attributes with your target rating. Then prepare a creative brief that will inform your design, include persona, and semantics scale. I had never heard of a semantics differential scale before this project, but I sure am glad I do now! I’m a very visual person so actually seeing the scale in front of me helped me figure out what exact qualities I wanted to push through in my redesign. It’s always difficult to visualize how your design will be different from the original, but this scale is a great tool to narrow down characteristics of a new design. Next I started on my creative brief. These things rock my socks. Once again, as a visual person, it helps me to write down everything that’s running through my head when I’m trying to pin down a new design. My brief allowed me to figure out who I was designing for, and against for that matter. I never mind making a creative brief—practice makes perfect after all.

Air Wick Stick Ups 13


14 Air Wick Stick Ups


1/7 Develope concept sketches via rough thumbnails. Select the design direction that best meets the criteria of your product. According to the parameters, the product must be able to hang. I tried my best to include options where it could hang or sit on a shelf. I think my largest setback was that there might not be enough room for information, visuals, etc. on the package. I ended up going for the triangle sketches because well, it’s uncoventional. Plus I liked the dynamic of a circular product in triangular packaging. Currently, I’m leaning towards the sleeve idea because it uses less material than a box.

Air Wick Stick Ups 15


stick ups air freshener

lasts up to 30 days!

blue hibiscus hibiscus bleu 2 pucks

stick ups air fresheners

DIRECTIONS FOR USE: Clean surface. Twist disc and adjust to desired freshness level (do not remove top). Peel paper from adhesive and attach to a dry surface. Do not apply to wallpaper, painted wallboard, plasterboard, or drywall. May not adhere when moved from one surface to another. KEEP OUT OF REACH OF CHILDREN. INTENDED FOR ADULT USE ONLY. Distributed by Reckitt Benckiser Inc. Parsipanny, NJ 07054-0224 © RBI 2016 Made in USA www.airwick.com Questions? Call 1-800-228-4722 (U.S.) 1-800-888-0912 (Canada)

2 discs

16 Air Wick Stick Ups

Each disc: 1.05 OZ

Total: 2.1OZ


1/8 Develope initial layout of the packaging face, then the initial layout of the back face. I did the front first since it was the biggest hurdle to jump. I wanted to go with a clean, fresh, friendly looking package so the overall theme became white with a pop of color from the original packages. I decided to keep the light blue, orange, and purple because they reflected the feelings that I wanted to evoke in my redesign, and I didn’t want to just change the scents either. I stuck with a sans-serif typeface to help minimize clutter, then I decided I wanted my focus to be the illustration. Not one of those super tacky mountain valley scenes that most air fresheners have. No, I wanted a simple, clean-lined little illustration to catch your eye. As for the back, the design was much simpler. Most of the time I spent on the back side was used looking for directions and caution information, weights, umbrella brands, etc. I kept the same typeface and plain white theme as the front, there are just fewer things going on and more general body copy. Mind you, the images shown have refinement time in between them. Oh, and side note, the barcode is on the bottom of the package!

Air Wick Stick Ups 17


18 Air Wick Stick Ups


Air Wick Stick Ups 19


20 Air Wick Stick Ups

stick ups

air fresheners

DIRECTIONS FOR USE: Clean surface. Twist disc and adjust to desired freshness level (do not remove top). Peel paper from adhesive and attach to a dry surface. Do not apply to wallpaper, painted wallboard, plasterboard, or drywall. May not adhere when moved from one surface to another. KEEP OUT OF REACH OF CHILDREN. INTENDED FOR ADULT USE ONLY. Distributed by Reckitt Benckiser Inc. Parsipanny, NJ 07054-0224 © RBI 2016 Made in USA www.airwick.com Questions? Call 1-800-228-4722 (U.S.) 1-800-888-0912 (Canada)

2 discs

Each disc: 1.05 OZ

Total: 2.1OZ

Each disc: 1.05 OZ

Total: 2.1OZ

2 discs

Crisp Breeze

stick ups

air fresheners


1/9 Produce a die line. Well... That was short and sweet. Let’s get to the point. My inital die line is below, and the final is to the left. Plus a sneek peak at the final product!

Air Wick Stick Ups 21


MATH IS EASY. DESIGN IS HARD.

22 Air Wick Stick Ups


1 / 10 Client (class) presentation. I have to admit I was a little nervous about what my classmates would say about where I was with my project at this point. It’s always nerve-wracking being so close to the deadline, but we still have some time for changes. When I presented I used a simple Keynote presentation to showcase certain areas in my design process. I also made the beta test 3D comp shown to the right (yep, definitely not finished). It printed out a little too small and there were some minor unresolved pieces. For example: make all of the scent names sit on two lines, play with the whimiscality of my illustrations, and turn the package back into a sleeve. Also, for the love of all that is good, please figure out how to make that logo less distracting.

Air Wick Stick Ups 23


1 / 11 Deliver a 3D comp and a good quality digital image. Ta-da! I finally printed out my design on better quality paper and cut it all up to make one pretty little package. I’m overall quite happy with my redesign as it stands now; I really think it came a long way. The main thing-to-fix that I notice is that either the “stick ups air fresheners” needs to come up higher, or the Air Wick logo needs to come down. There’s too much space in between there and the poor little logo looks stranded. However, I did get some feedback from family, friends, and peers...

24 Air Wick Stick Ups


1 / 12 How likely would you be to buy this product? “Very likely.” “If I was going for a non-spray freshener I’d totally buy this.” What appeals to you most about this product? “It looks clean, like it would do its job.” “It looks easy to use.” “It looks convenient and like it has a nice, whimsical scent.” “Much less fussy and more appealing than the original package.” What draws you in on the package design? “The bold illustrations against white.” “It comes off as simple and minimalistic.” “Simple design, smaller font, and monochrome palette is easier on the eyes. It draws your eye across the package rather than all over the place.” “The symmetry and the triangle paired with the circle.” “Unique shape and colors are attention-grabbing.” What do you feel is not important? “It’s all pretty essential information, maybe the scent name?” “I don’t feel that anything is not important.” “The illustration isn’t ‘important’ necessarily, but looks nice and makes it easier to differentiate and find again later.” “I’m not sure the use would be obvious to everyone.”

Air Wick Stick Ups 25


stick ups

air fresheners

Crisp Breeze 2 discs Each disc: 1.05 OZ

26 Air Wick Stick Ups

Total: 2.1OZ


stick ups

air fresheners

Sparkling Citrus 2 discs Each disc: 1.05 OZ

Total: 2.1OZ

stick ups

air fresheners

Fresh Lavender 2 discs Each disc: 1.05 OZ

Total: 2.1OZ

Air Wick Stick Ups 27


28 Ivermax Horse Dewormer


IVERMAX HORSE DEWORMER

Ivermax Horse Dewormer 29


KNOW THE ENEMY.

30 Ivermax Horse Dewormer


2/1 What was your reaction to this project and the field trip to Stewart & Associates? I have to say, Stewart & Associates is a pretty cool place. I was really surprised by how broad their design work is. Although Leslie always talks to us about using our design skills to solve problems, I never really thought about it working in the real world. In particular, Dan’s story about building an extra road at Keeneland to increase traffic flow broadened some horizons.

Ivermax Horse Dewormer 31


Creative Brief Objective Based on background received on a field trip to Stewart & Associates as well as your own research, redesign the face of the package (box) for a horse deworming compound. During the initial client meeting at Stewart & Associates, learn category background and product information. Continue research online. Design package face as well as simplified versions of the face for the sides and back of the package. Meet at Stewart & Associates for shelf test and receive feedback from Dan Stewart. I have chosen to redesign the First Companion Ivermax (Ivermectin) Equine Paste Dewormer.

Needs Avoid deterring designs and make the package approachable; easily identifiable (can you explain it to a five year old?); no specific horse breeds can be shown; no medical/chemical look; “jumps” off the shelf.

Audience Horse breeders and farmers.

Competitors → → → →

DuraMectin Equimax Safe-Guard Quest Gel

→ Zimecterin → Exodus

Tone and Keywords → Modern → Professional → Serious

→ Convenient → Approachable → Country

→ Casual → Familiar → Clean

→ Non-medical → Vibrant

32 Ivermax Horse Dewormer


2/2 Design a mini creative brief outlining the assignment. After our class trip to Stewart & Associates, I came up with this creative brief—a smaller and more concise version of the usual document, to relate back to. What even is this project? I’m so glad you asked! It’s for horse deworming gel. Yep, you heard me, I’m not joking. That was basically my reaction when Leslie introduced it too. We get to redesign one of the horse deworming compound packages (boxes) that Stewart & Associates produces. Most of the focus is on the front design, but that will be simplified for the sides of the package. I’ve chosen the First Companion Ivermax Paste, shown below. Funnily enough, I’m honestly excited for it after our field trip. It’s a chance to do something realistic. It will give us legitimate real-world experience and to make it even better, we get to use Stewart & Associates’s shelf testing area for our final critique and be critiqued by Dan himself!

Ivermax Horse Dewormer 33


34 Ivermax Horse Dewormer


2/3 Show the metamorphosis of your design from your first sketches through various stages of refinement. After meeting with Dan at Stewart & Associates I sketched. A lot. I put down my initial ideas and then I researched some packaging designs. I tried to adjust them to my needs and alter them how I saw fit. This was the result. I ended up with four favorites, two of which were pretty similar. Those little stars off to the right indicate them.

vermax ivermax

firstCOMPANION veterinary products

Anthelmintic and Boticide For oral use in horses only Removes wormsvand e t ebots r i nwith a r ya single p r o ddose. ucts Contents will treat up to 1250 lb. body weight.

firstCOMPANION Anthelmintic and Boticide

For oral use in horses only ANADA#Removes 200-326, Approved by FDA worms and bots with a single dose. oz lb. (6.08 g) ContentsNet will Wt. treat 0.21 up to 1250 body weight.

ANADA# 200-326, Approved by FDA Net Wt. 0.21 oz (6.08 g)

Apple Flavor

Apple Flavor

Equine Paste Dewormer (ivermectin) 1.87%

firstCOMPANION

Equine Paste Dewormer (ivermectin) 1.87%

(ivermectin) 1.87%

veterinary products

firstCOMPANION veterinary products

Anthelmintic and Boticide For oral use in horses only | Removes worms and bots with a single dose | Treats up to 1250 lb. body weight ANADA# 200-326, Approved by FDA, Net Wt. 0.21 oz (6.08 g)

veterinary products

ivermax

Equine Paste Dewormer Equine Paste Dewormer (ivermectin) 1.87%

(ivermectin) 1.87%

Anthelmintic and Boticide | For oral use in horses only | Removes worms and bots with a single dose | Contents will treat up to 1250 lb. body weight ANADA# 200-326, Approved by FDA

Delicious apple flavor

firstCOMPANION

Will treat up to 1250 lbs.

Removes worms and bots with a single dose

veterinary products

Will treat up to 1250 lbs.

(ivermectin) 1.87%

firstCOMPANION

ivermax

Anthelmintic and Boticide

Equine Paste Dewormer

For oral use in horses only

ivermax

Apple Flavor For oral use in horses only

Anthelmintic and Boticide For oral use in horses only | Removes worms and bots with a single dose | Treats up to 1250 lb. body weight firstCOMPANION ANADA# 200-326, Approved by FDA, Net Wt. 0.21 oz (6.08 g) veterinary products

Delicious apple flavor

Apple Flavor

Removes worms and bots with a single dose

ivermax

ivermax

Equine Paste Dewormer

Anthelmintic and Boticide

aste Dewormer (ivermectin) 1.87%

Down below, I have digital sketches of my favorites. I got the best responses out of the top and bottom boxes, so I began to refine both.

Apple Flavor

firstCOMPANION veterinary products

ivermax Equine Paste Dewormer (ivermectin) 1.87%

Anthelmintic and Boticide | For oral use in horses only | Removes worms and bots with a single dose | Contents will treat up to 1250 lb. body weight ANADA# 200-326, Approved by FDA

Apple Flavor

Ivermax Horse Dewormer 35


Long-acting protection for horses

Horse Dewormer and Boticide

Reduces eggs to minimize bioburden on pasture Controls worms and bots PLUS small strongyle larvae and eggs

GEL

(moxidectin)

One syringe containing 0.4 oz (11.3 g) moxidectin gel

Long-acting protection for horses

Horse Dewormer and Boticide

Reduces eggs to minimize bioburden on pasture Controls worms and bots PLUS small strongyle larvae and eggs

(moxidectin) gel

One syringe containing 0.4 oz (11.3 g)

36 Ivermax Horse Dewormer


2/4 What was it like to work on someone else’s design—and what did it feel like to have someone else work on your design? About half-way through our project Leslie instructed us to draw a classmate’s name and work on their packaging design for about an hour. I drew Emily Houze’s name and I’ll be honest, I spent a good bit of the hour staring at my computer screen. I started with simple changes, but looking at it now it still doesn’t feel too different. I think Emily had a good thing going so I tried to focus on detail-oriented changes rather than create a whole new look. The before and afters are to the left. Amber Kleitz worked on my design. Her starting place was one of the four digital sketches from the previous spread. From here, she worked to create a more interesting dynamic in my design by adding a diagonal angle. I was not expecting to be so influenced by her seemingly simple change, but in the end it inspired the addition of an angle in my firstchoice design. Her updated version of my box is shown below.

ivermax Equine Paste Dewormer (ivermectin) 1.87%

firstCOMPANION veterinary products

Anthelmintic and Boticide For oral use in horses only Removes worms and bots with a single dose. Contents will treat up to 1250 lb. body weight. ANADA# 200-326, Approved by FDA Net Wt. 0.21 oz (6.08 g)

Apple Flavor

Ivermax Horse Dewormer 37


38 Ivermax Horse Dewormer


Ivermax Horse Dewormer 39


SIMPLE IS GOOD.

40 Ivermax Horse Dewormer


2 / 3 cont. Show the metamorphosis of your design from your first sketches through various stages of refinement. After working for another week or so on my designs and getting some inspiration along the way, these four designs brought me my final choice. Which one will be the final box? I honest to goodness had no clue which one I was going to pick, although I did feel that the lighter and brighter packages would stand out on a shelf better than their competitors. I asked my classmates for their assistance and, as per usual, they delivered. A final box was chosen for more refinement.

Ivermax Horse Dewormer 41


42 Ivermax Horse Dewormer

ivermax

Equine Paste Dewormer (ivermectin) 1.87%

veterinary products

COMPANION

ivermax Equine Paste Dewormer (ivermectin) 1.87%

Apple Flavor

ANADA# 200-326, Approved by FDA Net Wt. 0.21 oz (6.08 g)

Anthelmintic and Boticide For oral use in horses only. Removes worms and bots with a single dose. Contents will treat up to 1250 lb. body weight.

veterinary products

COMPANION


2/5 Show your final design. After more revisions and a lot of feedback from my professor and peers, I have my final package. By narrowing down my designs and tweaking them, they started to really come along. I tried different color schemes and switching which colors went where. I moved the text around who knows how many times. I accidentally messed up the sizing of my boxes, though, so I had to readjust them to be more long and skinny. Then after asking my classmates what they thought worked better, this was my result. I’m quite happy with my package, even though I thought this project would be weird in the beginning. I am excited to print out the die line and see it stacked on a shelf next to my classmates’s designs.

Ivermax Horse Dewormer 43


ivermax Equine Paste Dewormer (ivermectin) 1.87%

Equine Paste Dewormer (ivermectin) 1.87%

ivermax

44 Ivermax Horse Dewormer

COMPANION veterinary products

COMPANION veterinary products

Anthelmintic and Boticide For oral use in horses only. Removes worms and bots with a single dose. Contents will treat up to 1250 lb. body weight. ANADA# 200-326, Approved by FDA Net Wt. 0.21 oz (6.08 g)

Apple Flavor


2/6 What were the benefits and challenges of this project? Well, I mean it’s a horse dewormer gel. That’s just weird. Up until this point we haven’t gotten the opportunity to design for an “uncool” product, so it gave unprecidented real-world experience. I would call that a challenge at first, but a benefit in the end. Aside from the oddity of the product itself, I enjoyed another chance to interact further with my classmates and swap designs for a little while. It switches gears in my head and allows me to take a breather from staring at my own project, while also giving and receiving help. Give your evaluation of the final design. I would like to say that it is pretty effective, but I also haven’t had Dan’s input at the shelf tests yet. I highly regard his opinion for this particular project. I feel that my design would stand out against the current field’s designs, but maybe not so much against the designs that my class created. I think I effectively condensed all of the product information into a design that feels more managable and readable. I also think that I could have pushed it a little more towards the cowboy feel, but I’m not quite sure how. Perhaps a serif font would make that happen, but then the design may not feel as clean anymore.

Ivermax Horse Dewormer 45


FIGHT AGAINST THE UGLINESS.

46 Ivermax Horse Dewormer


2/7 Explain how your design held up in the mini critique. About two-thirds of the way through this project we had a mini critique in our design lab. Instead of a normal critique, we annoymously voted for “best in brand” and “best in show”. My box tied for first within my brand, Ivermectin, but did not win “best of show” which is fine by me. At that point it still had some work that needed to be done and I wasn’t as happy with it as I am now. I was just glad it got a decent response from my classmates. Explain your thoughts about how your design held up in the shelf tests at Stewart & Associates. Meeting with Dan for a last look at our work was certainly an experience. He was hard-hitting and I feel that there were a few miscommunications about what kinds of designs he wanted. However, he did offer a deeper look into the horse world. Although we could never know, certain horses were not as generic as we’d thought and some colors worked better than others. Dan didn’t give any comments on my design, but his wife did. She actually pointed mine out as one of her favorites due to the color, simplicity, ease of use, and “ethical/medicinal” feel. Although I didn’t get much feedback, I feel that my design was successful overall. Now it’s time to take Dan’s advice and “push the envelope” in the future!

Ivermax Horse Dewormer 47


48 Ivermax Horse Dewormer


Ivermax Horse Dewormer 49


50 Ivermax Horse Dewormer


THROUGH THOUGHT

A PROCESS JOURNAL

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