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ART 450 – FA13 M/W Catrine Gyllensten Project 1 - TRIPLE.H Bar


CONTENT


BACKGROUND 1 DESIGN BREIF

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RESEARCH 5 AUDIENCE 7 LOOK AND FEEL

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FONT STUDY

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LOGO EXPLORATION

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FINAL LOGO

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PACKAGING STRUCTURE

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FINAL PRODUCT

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EVALUATION 23


BACKGROUND


During the past 30 years, childhood obesity has more than tripled among adolescents, and in 2010, more than one third of children and adolescents were overweight or obese. Obese adolescents are more likely to have diabetes and are also at greater risk for bone and joint problems, and social and psychological problems such as stigmatization and poor self-esteem. Children and adolescents who are obese are also likely to be obese as adults and are, therefore, more at risk for adult health problems such as heart disease, type 2 diabetes, stroke, several types of cancer, and osteoarthritis. Healthy lifestyle habits, including healthy eating and physical activity, can lower the risk of becoming obese and developing related diseases. The dietary and physical activity behaviors of 1 http://www.cdc.gov/healthyyouth/obesity/facts.htm 2 http://www.locavores.com

children and adolescents are influenced by many sectors of society, and schools play a particularly critical role by establishing a safe and supportive environment with policies and practices that support healthy behaviors. Schools also provide opportunities for students to learn about and practice healthy eating and physical activity behaviors.1 The reasons to eat locally produced foods are many; politically, environmentally, economically, and healthfully. • Buying locally grown food keeps money within the community. This contributes to the health of all sectors of the local economy, increasing the local quality of life.

• Conventional food processes do not reflect the hidden costs of the environmental, health and social consequences of most dominating methods of food production. When these and other hidden costs are taken into account – as they should be – locally grown organic foods, even if they cost a few pennies more, are a more cost efficient choice. • Nutritional value declines, often dramatically, as time passes after harvest. Because locally-grown produce is freshest, it is more nutritious.2

• Organic growers use practices that protect soil, air, and water resources; and that promote biodiversity.

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DESIGN BREIF PURPOSE AND MESSAGE The main purpose of this product and its design are to attract teenagers, both girls and boys, in high school and to help them choose healthier alternatives to regular snacks in the school cafeteria. The design shall also help to inform the students about a healthy lifestyle, locally produced foods and the benefits of choosing a healthier lifestyle.

AUDIENCE AND VOICE This product is targeting teenagers, 14-18 years old, in high school who has little previous knowledge about healthy eating, nutrition, origin of ingredients and the environmental benefits of eating organic and locally produced foods.

The voice of the product and packaging is contemporary, witty, and a bit cocky. The copy shall however not speak to the consumer as a bully, and the information should not be foisted on the consumer. The product should talk to the consumer as a more informed equal, contrary to for example the “cocaine monologue copy�3 by vitamin water.

DESIRED RESPONSE The goal is that the teenagers will appreciate the witty attitude and share the information with their friends and family both offline and online, creating a strong brand and spreading information about the benefits of a healthier lifestyle even beyond the targeted schools and ages.


RESPONSIBILITY A brand that stands for natural, locally produced and healthy ingredients must of course live up to the standard that they advocate. Not abiding by your own rules will most definitely become an embarrassing and costly affair.4 Both the ingredients and the package must, therefore, strive to be as sustainable and environmentally responsible as possible. The ingredients shall be organic, locally produced – concentrated to the San Diego area in the initial launch phase – and unprocessed. The packaging shall be sustainable in the sense that all materials possible

shall be biodegradable and made from recycled materials. The packaging is to be designed without the use of glue or other hazardous materials. Printing and packaging should be made using local businesses.

DISTRIBUTION AND DISPLAY To ensure freshness and shelf life the distribution must take place within the San Diego area. Placing the product in a corn plastic bag will prolong the freshness of the product and also be sustainable and environmentally responsible compared to “regular” plastic.5 The inner bag will also give us the freedom to be creative with the final packaging in terms of format.

We will use an outer package of recycled carton. Designing a box that does not require adhesives to assembly will also increase the sustainability of the package.

COMPETITION IN THE MARKETPLACE Examples of snacks – that require similar handling – offered in a high school cafeteria are; fries & tots, baked chips, popcorn, cookies, pudding, candy bars and candy bags. These are all food containing a lot of sugar that easily makes the blood sugar go roller-coaster. Excessive sugar-intake also increases the risk that the intake of more nutritious foods reduces which can

3 http://truthstreammedia.com/deceptive-marketing-pepsis-naked-juice-exposed/ 4 http://copybrighter.com/ad-agency-product-label-copywriting dia.com/deceptive-marketing-pepsis-naked-juice-exposed/ 5 http://www.ecology.com/2011/11/01/paper-plastic-corn/

lead to an insufficient intake of vitamins and minerals. Also, too high energy intake are one of the reasons for overweight and obesity. The main problem here is that kids like sugar, and they like junk food – as do adults – but kids, unlike adults, do not necessarily have the knowledge to choose another alternative. The packaging of the product must, therefore, be even more exciting and attractive than the previously renowned brand of unhealthy snacks for the consumer to consider trying something new.

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RESEARCH


PROCESSED, FROZEN, PREPACKED

LOCALLY GROWN, UNPROCESSED, FRESH

Logotype

Logotype

Color-scheme

Color-scheme

Imagery

Imagery

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AUDIENCE


1. What kind of snacks does your school provide? -- Fresh fruit, popsicles, baked chips, trail-mix, pretzels, cheeze-it, Ritz Bits, everything “Fiber one” that you can think of, Rice Krispies. 2. What kind of snacks do you usually eat in school?

7. Do you consider yourself a eating healthy? -- No — sometimes 8. What do you eat that isn’t healthy? -- Sweets.

-- Fiber One bar or Rice Krispie 3. What kind of snacks do you eat outside school?

9. Do you think about where your food is produced? -- No

-- Nothing really, maybe a cookie 4. If you need a “pick me up” during the afternoon, what would you get?

DULCE GUT

IERREZ/

/ PORT O 16 yrs old

F LA HIGH

10. Do you think about how what you eat affects the environment? -- No

-- I drink water while doing homework

SCHOOL

5. Do you normally bring snacks or do you buy them at school?

11. Do you recycle at school? -- Yes, theres a recycling bin at every corner of the school

-- Buy them at school 6. If you had the power to change the snack menu at your school what would you add?

12. What is most important when you buy a snack at school? Price/Taste/Health/Environmentally responsible? -- Health

-- Strawberries

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AUDIENCE


1. What kind of snacks does your school provide? -- We have a snack-cart - potato chips, different kinds of cookies and candies. Big selection. We have an ice-cream vending machine. They only sell pasta, fries and hot sandwiches at school. 2. What kind of snacks do you usually eat in school? -- Sugary cookies or skittles. Occasionally chips. 3. What kind of snacks do you eat outside school? -- Don’t snack too much but trail-mix at home.

KRISTIN WARPEFELDT / 17 yrs old/ Ridgewo oD HIGH SCHOOL

4. If you need a “pick me up” during the afternoon, what would you get? -- I’ll go out and get a mini-bagel or I’ll have cereal and milk. 5. Do you normally bring snacks or do you buy them at school? -- Usually buy at school, bring mini-brownie packs sometimes. 6. If you had the power to change the snack menu at your school what would you add?

7. Do you consider yourself a eating healthy? -- Not really, i eat out a lot. 8. What do you eat that isn’t healthy? -- Since i eat out a lot the food’s not too healthy. Bagels or sandwiches from the deli. 9. Do you think about where your food is produced? -- No, not really. 10. Do you think about how what you eat affects the environment? -- No, not really. 11. Do you recycle at school? -- No I don’t. Most goes in the trash. 12. What is most important when you buy a snack at school? Price/Taste/Health/Environmentally responsible -- Price and taste.

-- More fruits or healthier options.

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LOOK AND FEEL

URBAN MEETS SURF This product is targeting teenagers, 14-18 years old, in high school who has little previous knowledge about healthy eating, nutrition, origin of ingredients and the environmental benefits of eating organic and locally produced foods.


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FONT STUDY

FINDING THE FONT I wanted to create a mix of the hard blocky letters of a grotesque and the more playful but also lazy handwritten scripts.


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LOGO EXPLORATION


hungry healthy happy

triple. h.bar

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FINAL LOGO


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PACKAGING STRUCTURE SECOND LIFE Initially my idea of a second life for my packaging was a pen case. I therefore had to make the structure sturdy enough to be reused and carried in a backpack back and forth. I experimented with the use of tabs and magnets for closing but after stepping back and reassessing the project I decided that the size and shape of the packaging should be decided by the product. I made the box smaller and more suited for a granola bar instead of pens. I also altered the packaging template making the box sturdier and therefore better suited to keep and use to store small items.


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FINAL PRODUCT


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EVALUATION


CONCEPT AND DESIGN Overall I felt that getting the concept of an organic locally grown product that is attractive to teenagers was pretty straight forward, I based the first sketches on myself and what attracts me and then started asking people around me for input to further develop the details.

PACKAGING STRUCTURE My final packaging template is very different from my first mockup, and the early design sketches, even though it still has the same main details. I struggled with the second life part of the assignment and at first I based the structure more on the intended second life use than the product it was gonna

contain. But after reassessing the project I decided that the size and shape of the packaging should be decided by the product. I am very happy that I changed the structure to fit the granola bar instead of pens, it made a huge difference. At first I also made the structure and the template overly complex making the making of the mockups very tedious and hard, some thing that I – in retrospect – am very happy about since it taught a lot about what works and what doesn’t when it comes to making your own template, and also the importance of making the mockup. It took me some time to get a good idea for the “lunch bag” to contain the three products but now I’m very satisfied with it. I for one, would gladly carry it around!

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Triple H Bar Process  
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