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ART 450 – FA13 M/W Catrine Gyllensten Project 3 - Story Café


Contents 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14.

Background and Assignment 1 Design Brief 3 Research 5 Look and Feel 7 Font Study 9 Logo Exploration 11 Design Elements Exploration 13 Logo Refinements 14 Final Logo 15 Final Design Elements 16 Color and Patterns 17 Typography 18 Packaging Structure 19 Thanks 25

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Background and Assignment PACKAGING SAN DIEGO PUBLIC LIBRARY CAFETERIA

PROJECT REQUIREMENTS:

This is to be considered a new “product launch” and you will be required to develop the name of your product line, the identity, and overall brand expression, applying it to your 3 product examples and a shopping bag or take-home box. You will be required to go through a naming exercise, develop a logo or logotype, and discover key visual (photos, illustration, typography, color, box design) expressions that accurately support your brand as it pertains to your targeted audience. All projects should be treated as real-life solutions as we’ll pitch the idea to the Library. You will need to research and evaluate current market trends. Through your Create Brief you will define how your design/brand objective will fulfill current needs or trends within its specific market. How can your product line maintain a brand continuity from product to product? Is there a new and more efficient, economic, or sustainable approach to packaging and present your products?

Design should be modern and contemporary.

Since the cafeteria belongs to San Diego Public Library, they should have the tone of their branding system.

Environmentally responsible packaging options should be given priority. You will need to explore life-cycle analysis with your packaging, potentially incorporating re-purposed, recycled, or even reusable components to your package design.

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Design Brief What kind of message needs to be communicated?

What is the purpose of the design? The design is aiming to inspire the consumer to read, with a focus on classical American novels. To create a timeless and literary mood that inspires reading and creativity.

The message is that good literature is constant, timeless and something that is always interesting and able to give you either a pleasure in reading it, or a different perspective on life, situations and language or just lets you broaden your horizon when it comes to fantasy.

What is the theme for the store? The theme is Classical American Novelists and novels. The theme will be shown through classical novel typography, the naming of the products, quotes that inspire further reading from the authors and intriguing samples of novels placed on the packaging.

What is the competition and marketplace? How does your store compare to the competitions? This cafeteria is the only one at the San Diego Public Library. However there are other cafeterias and restaurants in the area that the cafeteria will be competing with, the ones closes to the library are either not open during lunch, fast food restaurants or does not provide a creative and peaceful environment. This cafeteria will compete by creating a timeless and literary mood that inspires reading and creativity.

Who is the audience? Demographics? Location? This design is aiming at a broad audience since visitors to the San Diego Public Library can be just about anyone from a highly educated tourist to a little child. This design will, however, aim at an audience from high school and up. Both older people who read the novels a long time ago and younger visitors who just started reading classic novels. The design is also going be contemporary and intelligent.

In what voice? What kind of personality is appropriate for your store, product and packaging? The voice will be both historical and contemporary combining classical novelists, quotes and typography 3


You don't write because you want to say something, you write because you have something to say.

with modern design and bold colors. The voice and the personality will be intelligent and sophisticated. What kind of response is desired from the audience? The desired response is interest in the cafe in general and also the novelists as well as the library. The design should create a desire to read the novels, or other novels from the authors, portrayed.

F. Scott Fitzgerald

Price range for your products? Often the cafeterias at libraries, museums and similar institutions are overpriced just because they do not have any competition and therefore only some people choose to have their lunch or snack at that cafe even though its convenient. This cafe will aim to be different from that, offering a high quality menu but at a reasonable price utilizing cheap packaging methods and basic, but at the same time fresh and healthy, ingredients.

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Research

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Look and Feel

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Font Study

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Logo Exploration Story Café THE STORY the CAFE story café

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the story café

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"The Story STORY STORY CAFE CAFE

Cafe"

By the San Diego Public Library

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The Story Café


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MEDIUM ROAST Design Elements Exploration A

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wit

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Logo Refinements

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Final Logo

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Final Design Elements

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Color and Patterns

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Typography Adobe Caslon Pro abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 !”#€%&/()=?.,:;-–*’^¨ Gill Sans abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 !”#€%&/()=?.,:;-–*’^¨

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Packaging Structure

8 oz. Clear Poly Gusseted Bag

Sticker

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Wrap


Carry out Bag

Ribbons as handles and closing for wrap 20


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Thanks I WOULD LIKE TO THANK; My professor MIN CHOI For pushing me to expand and refine my designs and always making me try harder. The very talented typographer ROSEMARY RAE for giving me typographic inspiration for the designs for each novel/roast. STOCKBAG DEPOT for providing me with a million of coffee bag samples.

ART450 - FA13 M/W Catrine Gyllensten Project No:3 25


Story Café Process