Cal Poly Phoenix Challenge 2020

California Polytechnic State University, San Luis Obispo

Section | 1

Contents Research . . . . . . . . . . . . . . . . . . . . . . . 11 Concept . . . . . . . . . . . . . . . . . . . . . . . 23 Design . . . . . . . . . . . . . . . . . . . . . . . . 35 Execution . . . . . . . . . . . . . . . . . . . . . 45 Rubric . . . . . . . . . . . . . . . . . . . . . . . . 69 Citations . . . . . . . . . . . . . . . . . . . . . . 79

A quick hello from the team before we dive in!

4 | Team

Learning Objectives Ì Apply design and print technical knowledge to re-brand and repackage a local small business

Ì Design eye-catching graphics within FIRST specifications which reinforce the client’s brand image

Ì Research market trends, consumer demographics, and more to develop a complete understanding of the industry and our client

Ì Collaborate with print professionals to execute products to industry standards

Ì Engineer innovative packaging to solve existing pain points and differentiate the business

Intro | 5

Team Introduction

Caitlin Royston Team Lead

Concentration

Design Reproduction Technology

Minor

Morgan Wertz Execution

Concentration

Graphics for Packaging

Minor

Rita Yu Research

Concentration

Graphics for Packaging

Minors

Amber Huang Concept

Concentration

Graphics for Packaging

Minors

Integrated Marketing Communications

Packaging

Packaging and German

Packaging and Sustainable Environment

Ideal Pet

Ideal Pet

Ideal Pet

Ideal Pet

Yorkshire terrier

6 | Team

Elephant

Capybara

Tarantula

Julienne Chiang Design

Concentration

Graphics for Packaging

Minor

Ashley Chen Design

Concentration

Shadow

Concentration

Design Reproduction Technology

Design Reproduction Technology

Minor

Ideal Pet

Packaging

Packaging

Ideal Pet

Ideal Pet

Maine coon cat

Trent Kammerer

Red panda

Boxer

Hannah Krieg Shadow

Concentration

Graphics for Packaging

Minor

Psychology

Ideal Pet Sea otter

Team | 7

Storefront signage of Tails Pet Boutique.

Meet the client Who are they?

Established in 1998, Tails Pet Boutique is a one-of-a-kind pet store located in the heart of downtown San Luis Obispo. The owners, Neal and Shelley, are lifelong animal lovers who wanted to create a place for pets that was more than just a store. Tails prides itself on its high quality products; food, treats, toys, and accessories which can’t be found in any big-box store. All of the food and treats are made in the United States and free from harmful or overly processed ingredients.

Alongside these quality food products, Tails offers hand-made designer bakery treats, one of its most popular items. Aside from being

a destination for pet food, toys, and accessories, Tails has cultivated customer service which cannot be matched. Every dog who visits the store is met with treats and belly-rubs.

Employees at Tails are encouraged to bring their dog to work to interact with customers’ pets, or to get love from the visiting pet parents.

Popular pet treats on display at Tails.

Meet the Client | 9

Why Tails?

Our team decided to work with Tails because we wanted a client who would benefit from being re-branded. The owners of Tails had previously considered re-branding, but had not yet taken the leap. We saw an opportunity to finally give them the re-brand they wanted and end their identity crisis which stemmed from using multiple different logos at the same time.

Aside from dedicating our time to a challenging re-brand that had the opportunity to make a big impact, our team decided to work with Tails because of their unique market position. Flexography is most commonly used for food packaging, but our team wanted to explore a business that could combine the familiar with the unfamiliar. Working with a pet store gave us the opportunity to create unique packaging for edible products while exploring 10 | Meet the Client

a new industry that we hadn’t worked with before. These factors, combined with our own personal experiences with the business, made Tails the perfect brand to work with.

We visited Tails’ brick and mortar store to chat with the owners, look at their products, and get a better understanding of their brand.

Research

Section | 11

Market Research Demographic Research National and Local Demographics

The American Veterinary Medical Association (AVMA) reports that 38.4% of U.S. households own dogs, or approximately 48.3 million, and 25.4% of households own cats, or approximately 31.9 million.

While our research shows there isn’t a definitive count for the number of pet owners in San Luis Obispo, using the formulas provided by the AVMA, we can estimate the number of households owning pets in San Luis Obispo. According to the US Census, as of 2014, there are 105,317 households in San Luis Obispo County. Out of these families, approximately 40,000 of them own dogs, while approximately 26,700 own cats.

12 | Research

The decor of Tails’ store windows caters to the wide range of their consumer base.

Customer Demographics

According to the owners of Tails Pet Boutique, approximately half of their consumer base is made up of female consumers aged 45-60 years old. On a national level however, the biggest pet consumers tend to be Millennials (those aged 25-39) and Gen Z (those aged 18-24) consumers. A 2018 report on pet and market consumers

by Packaged Facts, an American publisher of market studies on consumer products, found that Millennials made up one of the largest customer bases in the pet industry, with affluent millennials contributing to 45% aggregate pet expenditures by households.

At Tails Ì 45 - 60 years old Ì Female Ì “Empty nesters” Research | 13

However this hasn’t been the case for long, as Millennials and Gen Z consumers have only recently begun to surpass the older generation of Baby Boomers. This discrepancy between what the owners believe, and the national average might be due to the location of the business.

San Luis Obispo country has a higher number of Baby Boomers than the California average.

Which would explain the higher number of older consumers that frequently visit Tails Pet Boutique. However, that does not mean Tails is completely isolated from other consumer groups.

In addition to Baby Boomers, the city is also home to a large number of Millennials and Gen Z because of its proximity to a university campus, meaning Tails Pet Boutique could benefit from both markets.

On a national level Millennials and Gen Z are the largest consumer base

14 | Research

Target Market Research

With our 3 packaging solutions, we aim to target Millennials and Gen Z individuals, while still aiming to retain the current, older consumer base. Tails Pet Boutique has a great opportunity to expand its target market by appealing to Millennial shoppers’ characteristics, and creating the high end pet product they are seeking. Especially in a large, college city, like San Luis Obispo, having this branded packaging for treats and gifts, would improve brand awareness and recognition.

There are several characteristics of Millennial consumers that are beneficial for Tails Pet Boutique. According to a 2018 report on pet and market consumers by Packaged Facts, millennial consumers care more about brand integrity and a company’s participation in pet welfare causes than their older counterparts do. And while these generations of consumers are increasingly

turning to online retailers and home delivery, studies show that brick and Mortar stores still play a key role in the consumer behavior of 18-39 year old shoppers. Social Media also plays a key role in the purchases made by Millennial consumers.

A vast majority, 90% , say they research products online or through social media before purchasing.

Their attachment to social media and the Internet as information sources about potential pet product purchases far exceeds those of their Gen X or Baby Boomer counterparts. All of this information is beneficial, for our client, as they currently meet all these requirements. As a smaller family owned store, with a strong community and social media presence in the city, they are the ideal place to shop for the average Millennial and Gen Z consumer.

Pet Food Safety: Millennial dog owners are also much more likely than other generations to agree that fear of pet food contamination and Research | 15

product safety is a key consideration in the foods, treats, and dog-chew products they buy. Because two of our products we are developing will be in contact with food products, we researched the FDA guidelines regarding food packaging to ensure our printing does not interfere with what is being packaged.

Industry Research The global pet market was estimated to be around 131.7 Billion in 2016 and it projected to reach 202.6 billion by 2026. (Grandview Research). Currently, the rate of pet ownership in the United States is stable and growing. The AVMA reports that 56% of all U.S. Households owned pets in 2011, and since 2016, that number has increased to 56.8%.

This number includes approximately 77 million dogs and 58 million cats.

16 | Research

A survey of 1000 pet owners by Opportunity Financial (OppLoans) found that American pet owners spend, on average, $126.19 on their pets every month, but the specific amounts tend to vary by state. This corroborates our research, showing pet owners are willing to spend more on their pets and are likely to pay a premium for higher quality products.

The annual American Pet Products Association (APPA) found that overall spending in the U.S. pet industry has increased 4.4% from 2017-2018, putting the total amount at 72.6 Billion. Pet food is estimated to be the largest product segment, due to increasing demand for premium and organic food products.

This demonstrates that the pet industry is still continuing to grow, and is and will continue to be a viable market to create premium products and packaging for.

Breadth/ Depth of Research Initial market and demographic research was gathered using research databases available to us through the Cal Poly library. We tried to vary the sources from which we gathered information from and we cross-referenced several different sources in order to get an idea of how accurate some of the sources were. We followed this up by turning to publicly accessible sources like the demographic information from the San Luis Obispo Chamber of commerce and United States Census data in order to gather more information on the demographics of the city where our client was located. Finally, we rounded out our research by interviewing industry experts to gain insight on specific problems we faced throughout the process.

High quality products available at Tails.

Research | 17

Industry Resources/ Consults Design Consultation: Bruno Ribeiro To take advantage of our industry resources, our team spent the year consulting Professor Bruno Ribeiro about our design process. Professor Ribeiro is a former professor of Cal Poly’s Art and Design department, and now teaches for the Graphic Communication department. He has years of experience working with real life clients, and was invaluable guiding how we designed with our client in mind. Professor Ribeiro helped our designers craft moodboarding activities to kick off the design process and further instructed us on how to best present our ideas to gain valuable feedback from the owners of Tails. With his help, we were able to bring the client into the design process every step of the way and allow them real input in the finished product. In addition to 18 | Research

Moodboard activity, with the assistance of Professor Ribeiro.

The moodboard activity we presented to our clients.

Presenting our logo iterations.

Research | 19

guiding our design process, Professor Ribeiro provided direct feedback on our designs and color choices, showing us potential improvements.

As a result, our team was able to design beautiful products and a new logo that our client couldn’t wait to start using.

Sustainability Consultation: Professor Ajay Kathuria We interviewed Professor Ajay Kathuria of the Cal Poly Industrial Technology and Packaging Department. His suggestion for the treat container is to use the coated side as the interior. Recyclability of the container is greatly impacted by the amount of contamination. If the coated side of the substrate is on the inside, then it will help minimize staining from grease and crumbs. We found that even with uncoated paperboard, the pet treats leave very minimal 20 | Research

staining, therefore should not affect recyclability.

Professor Kathuria also suggested using kraft paper in the long run to reduce carbon footprint.

For the gift box, Professor Kathuria said that the recyclability of this product would be highly dependent on the coating. The material must be repulpable. For example, many polymer coating would hinder recyclability because they can only be repulped under a specific pH. It would be beneficial to have a water soluble coating, such as EVOH and PVOH. Professor Kathuria also addressed the concern of ink coverage in terms of sustainability. He does not think that the amount of ink will hurt the recycling process, but the pigments will pollute the water stream when repulping, which has a potential long term impact on the environment. His overall advice is to reduce over recycling, as it is the best strategy to be environmentally sustainable.

The shipping label that goes on the corrugated shipping boxes would affect sustainability, but would still go through the recycling process. Again, water based coating will be better for repulping process than UV coating, since the polymers are then crosslinked, which complicates the recycling process. The adhesive back liner would hinder recycling if it is wax coated, but should be unproblematic if it is just calendered paper.

for future improved environmental impact are detailed below.

The pastry container is a case by case situation on whether it will go through the recycling line. The recycling facility handpicks recyclable materials off of a conveyor belt. The pastry container can be recycled if there is only minimal

Sustainability Consultation: Mike di Milo and Jennifer Codron We contacted Mike di Milo, the coordinator of the recycling education program at IWMA (Integrated Waste Management Authority) to learn more about the recycling process in the city of San Luis Obispo. Our research shows that all of our products will be commercially recyclable in San Luis Obispo County. Further considerations Our meeting with Mike di Milo and Jennifer Codron.

Research | 21

food contamination from grease or crumbs.

To ensure that the containers go through the conveyor belt, the container should be empty or flattened. Mike recommended using paper with recycled post consumer-content for the long run, as there is a high demand for recycled paper and it will be beneficial to marketing if the package can say “made with recycled paper�.

The gift box uses a slightly thicker material than the treat container, but has a similar recyclability. According to Mike, the thickness has no effects on recyclability.

The shipping label is a C1S calendered paper with hot melt rubber adhesive. The plan is to add a UV or water based coating to the labels to help with scratch/abrasive resistance during the transportation process. Mike addressed our concerns of the label adhesives affecting the recyclability of the corrugated shipping containers. He 22 | Research

said that since the label takes up such a small surface area of the corrugated container, it will go through the recycling process and be baled up without issue.

Discussing the recyclability of our packaging.

Concept

Working on a prototype of our packaging solutions.

24 | Concept

The team brainstorming dieline solutions.

Pain Points (customer needs) Ì Lack of consistent branding and logo Ì Lack of gift packaging Ì Blank pastry bags, shopping bags, and shipping boxes Ì Customer retention problems Ì Only 50% sales are local Ì Not enough word-of-mouth marketing

Generic shopping bag and pastry bag used by our clients currently.

Concept | 25

Brainstorming/Initial Ideas After the first meeting with the owners of Tails, our team determined that the primary pain point of the store is the lack of consistent branding recognition. The owners identified the demands for various categories of products, and from there, our team brainstormed potential solutions that can support the brand’s needs. Since Tails is a boutique shop that carries other brands and makes no product of their own, the main focus is on creating a bag/container that can remind their customers of where they got their items.

26 | Concept

Our team came up with these initial ideas: Ì Pastry bag Ì Branded labels Ì Shipping container Ì Gift box/bag Ì Shopping bags Ì Garment bags Ì Branded tape The commonality between all the initial ideas is to promote Tails’ brand identity through consistent customer perception.

Market Demand SWOT Analysis

Strengths

Weaknesses

Carries difficult to find/ unique products

Branding not strong or consistent

Occasionally cheaper than big chain stores

Unbranded products, different logos, etc.

3K social media following

Small operation with limited resources

Loyal/returning customers Quality first product testing

Opportunities Expanding distribution with shipping Gifting options

Threats Larger/chain pet stores that are more convenient and accessible

Establishing brand recognition Expanding customer reach beyond current customer base

Concept | 27

Perceptual Map

Boutique

Not Selective

Highly Selective

Big Box Store 28 | Concept

Market Trends

Product Trends

According to the American Pet Products Association (APPA), pet ownership has grown 12% over the last 30 years, with about 85 million households owning pets in 2018. In recent years, demand for more premium pet products has been on the rise. Phillip Cooper, a pet industry expert, has stated that consumers no longer want the traditional options for their pets. Instead of traditional pet food, consumers are starting to seek options that are healthier, made-to-order food, ones with easier to understand ingredient lists.

They are willing to spend more if it means higher quality goods for their pets. There is also an increase in demand for other pet related services such as pet grooming, hotels, transportation, and even palliative services. These industry trends indicate that there is a rising market demand for specialty pet stores and premium products.

At a 2018 Conference held in Austin, Texas called “Pets & Money,� a panel of 12 judges chose up-and-coming pet product companies to be highlighted at the show. The top picks included: DogTv, a TV streaming service for dogs, Grand PooBox, an automatic litter box, and PupJoy, a monthly subscription service for pet treats and toys. All of these products serve as good indicators that there is high demand in the pet industry for premium products.

Grand PooBox, the automatic litter box

Concept | 29

Technical and Environmental Documentation (Considerations) There were many technical considerations which shaped the concept and design of our packages.

All of our products were sized to best fit on our MarkAndy 2200 flexographic press. All of our dielines were constructed to fit within a 6.5’’ wide by 14’’ long press sheet. Our press is technically a 7-inch wide narrow web press, but to allow room for bearer bars and other printers marks, we adjusted our dielines accordingly.

Originally we wanted to use a thicker substrate for our gift box to add strength and a perception of quality. To account for our press capabilities, we chose a modest 10pt SBS. This was the thickest substrate we could use without sacrificing print quality. We prototyped and tested our design in this material to ensure it would still have adequate structural integrity.

30 | Concept

Since our press uses water-based flexo inks on all four color stations, we wanted to add a protective coating to increase the rub resistance of our labels. We chose to add a protective UV coating to these labels because they are more likely to experience wear and tear. Our labels are intended to be used on shipping containers and shopping bags, which have a high chance of being scuffed even though they are short-term use packages.

To set ourselves up for good execution, we created and ran our own test press sheet. Using a banded anilox roll, we tested different ink densities on different type sizes, fine line art, our client logo, and a placeholder pattern which used various tints. This sheet was tested on both substrates in the key spot colors required for each design.

We used the results of these test press sheets to decide which anilox rollers would be most appropriate for each color on each product.

The three products all use paper-based material. The treat container uses 8 pt. C1S

Environmental Considerations As Tails is a very local business, the team wanted to find out the recyclability of the materials we are using at the local recycling center. We contacted Mike di Milo, the coordinator of the recycling education program at IWMA (Integrated Waste Management Authority) to learn more about the recycling process in the city of San Luis Obispo.

Our research shows that all of our products will be commercially recyclable in San Luis Obispo County.

Further considerations for future improved environmental impact is detailed in the research section.

The team selecting appropriate anilox rollers.

Concept | 31

Our final packaging solutions for Tails.

32 | Section

Innovation of Final Solution The innovation of the gift box is meant to satisfy a need that has been clearly communicated by customers. Tails’ owners noticed a high demand for gift boxes, especially during the holiday seasons, for customers who are in the market for pet gifts. The gift box design had to reflect the quality of those products while keeping consistent with their branding. The twist lock opening/ closure of the gift box elevates the unboxing experience and product value. The body of the gift box also has similar triangular shapes that make up the pastry bag structure, which maintains brand consistency. The current gift box design can hold small accessories such as dog collars or small play toys, but like most gift boxes, this design can be easily scaled up to larger sizes.

The innovation of the pastry container is meant to solve Tails’ problem of lack of branding.

Currently, they use blank pastry bags (structured much like the Starbucks pastry bags) to serve their pet treats and cupcakes. The owners have shared that their most sold items are the pet pastries, so the best way to advertise Tails is through these packages. Our team decided to make a pastry container that is uniquely shaped and can be intuitively opened by the resealable tabs on the top. An added feature is that unlike the pastry bag, it is a stand-up container that can hold pet cupcakes without compromising the form of the cupcake. The container can be stored flat and constructed easily by employees as needed. Our package was designed with an auto-lock bottom to avoid the use of tape or glue and to make assembly easier. The pastry container Concept | 33

has triangular shapes that make up the structure.

The inverted triangle face, the front face, serves as a good canvas for branding and logo.

Labels have many uses on a single sheet, as they are versatile, and fulfill needs despite technical limitations. The innovation of the label product is meant to be a cost efficient and practical solution. The sheet of labels is versatile and fulfills multiple needs despite technical limitations. The label sheet includes four different products: Shipping box label, round logo sticker, small promotional stickers, and rectangular logo sticker. After our client expressed a desire to brand their shipping boxes, we decided that a shipping label was the best solution to work within our press limitations. In addition to the shipping label, we used space on our press sheet to create labels to brand store shopping bags and spread brand awareness. Finally, we used any additional space to create branded stickers which can be used as marketing collateral.

34 | Concept

Three of our four versatile label designs.

Design

Section | 35

Graphic Design and Development The Original Brand While the Tails company values were very clearly established, its original branding was underdeveloped in terms of style, color, and usage, causing a lack of consistency overall. This was primarily caused by the fact that the company had two logos in use: one that was too intricate to reproduce, and another that the clients felt did not represent their brand correctly. In effect, Tails had no consistent color palette, message, or use of a logo. Shopping bags, shippers, pastry bags, and boxes that are given to customers are generic and unbranded.

36 | Design

Logo A: The original logo was used for all printed marketing collateral, but was often too intricate and complicated to reproduce consistently and was difficult to read from a distance or when printed on a smaller scale.

Logo B: This was Tails’ first attempt at a re-brand, but was only used on the storefront and at the top of their website.

The clients did not feel that this matched the Tails’ down-toearth, playful brand. Additionally, they expressed a desire for a logo that would more clearly emphasize a focus on pets and animals upon first glance.

One logo is used on the website (above) while the other is used for printed collateral like their business cards (left) and a glimpse of their logo on the wall of their store (above) can be seen.

Design | 37

Branding Effectiveness Tails’ new branding aims to balance the refined and high quality feel of the company with their warm and welcoming values. The new logo takes inspiration from vintage wood and metal signage, invoking the same all-American, wholesome, family friendly, and natural feelings as more well known brands like Burt’s Bees and Honest Co. It puts animals at the center of the design, and uses a darker color palette to establish a more trustworthy and mature brand, while the graphics included on the packaging capture the playful and laid back feel of the Central Coast with bright colors and lively illustrations.

Full color logo with secondary wordmark.

38 | Design

One color logo with secondary wordmark.

Black and white logo with secondary wordmark.

Design | 39

Pantone 7476

“Water Bowl teal”

Pantone 7608

“Fire hydrant red”

40 | Design

Pantone 7753

“Sunshine yellow”

Pantone cool gray 2 “whisker gray”

Worker typeface

AaBbCcDdEeFfGgHhIiJj KkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz Tails

San Luis Obispo

Section | 41

FIRST Specifications Ì Minimal serif font

Ì Single color knockouts

Ì All lines above 0.25pt

Ì Avoided gradients

Up close details of our Gift Box packaging.

42 | Design

Legal (FDA) Details (Materials and Labeling laws) FDA Food Safety

Nutrition Facts and Ingredients

The FDA is in charge of regulating food and food additives in human food, and pet food is held to the same standard. Due to this, pet food packaging is subject to the same regulatory requirements as human food packaging. In an article that was posted by Flint Group titled Food Packaging: A Guide to Best Practices for Print, they state that inks and coatings that don’t have direct contact with food aren’t regulated as long as a functional barrier is in place. A functional barrier ensures that components of printing don’t migrate through the packaging to the food product. However, it’s also important that a suitable ink for food packaging is used. The article goes on to mention that solvent and water based inks are safe to use and haven’t raised an issue in the past when used for food products.

When researching the labeling laws for restaurant or retail food establishments, we discovered that establishments are regulated by 21 CFR 101.11. A covered establishment is defined as a restaurant or retail food establishment that operates 20 or more locations, doing business under the same name and offers the same menu items. Since Tails is currently operating only one location, labeling regulations don’t apply. This means that nutrition facts and a list of ingredients are not required for any of the treats sold in our new pet treat packaging. However, any prepackaged food items sold in the store will need to follow FDA requirements (Bakery Labels and Stickers, 2019).

Design | 43

Managing Colors Changing Tints

During the design process we looked at our ink draw-downs to get a better sense of how the colors were printing on our substrates.

We changed some of our tint percentages in our designs to compensate for dot gain. This allows for the colors we’re seeing on our screens to be translated properly in print the way we’ve intended for them to look.

Making Curves

After completing a fingerprint test run, we were able to use our results to determine how much dot gain there was on press for each of our substrates and colors. We used this information to help create accurate curves to compensate for this dot gain, and we ended up using a 5% bump curve at 150 line screen on a round top dot plate.

Trapping

Before we could complete trapping for each of our products, we had to clean up small gaps in the artwork that would cause issues further along in the process. After this was complete, we used the Esko program to complete a 5000th trap for all of our artwork.

Ink drawdowns to test our colors.

44 | Design

Execution

Section | 45

Screening Specifications

Product

Gift box

Dot Shape

Circular Euclidean

Resolution

Angles

150 lpi

Pantone 7753 - 7.5º Pantone 7608 - 22.5º Pantone 7476 - 37.5º Pantone Cool Gray 2 - 67.5º

Treat container

Circular Euclidean

150 lpi

Pantone 7753 - 7.5º Pantone 7608 - 22.5º Pantone 7476 - 37.5º Pantone Cool Gray 2 - 67.5º

Labels

Circular Euclidean

150 lpi

Pantone 7753 - 7.5º Pantone 7608 - 22.5º Pantone 7476 - 37.5º Varnish - 67.5º

46 | Execution

Modification of the giftbox die, we dremeled every other perforation tooth down to increase the tie.

Execution | 47

Product Description and Goal Gift Box The owners at Tails told us that one of their most frequently requested items was a gift box, especially during holiday seasons. We wanted to create a box that employees could assemble quickly and easily, and would also help to showcase the brand during special occasions.

The box that we created has a unique shape and stands out from a typical gift box, and uses a similar triangular shape as the treat container.

The box holds small items such as collars or small toys, and can be scaled up to hold larger items such as bones, leashes, and pet apparel.

Front face of the gift box.

Back and top faces of the gift box.

48 | Execution

Product Specification

Substrate

Avery Dennison Fasson® Rapid-Roll® 10 Pt. C1S Brite White

Anilox

Pantone 7753 Harper 1200 cpi Vol = 1.77 Pantone 7608 Harper 600 Vol = 2.24 Pantone 7476 Harper 1200 Vol = 2.03 Pantone Cool Grey 2 Harper 1200 Vol = 1.94

Die

Rotometrics RD 90 Rotary Die

Plates

Cyrel FAST DFR 0.067” thickness, 0.023” relief 3M 1015 sticky back tape 4,000 dpi RIP

Ink

INX Pantone 7753 V = 27 sec pH = 9.37 Pantone 7608 V = 28 sec pH = 9.26 Pantone 7476 V = 28 sec pH = 9.23 Pantone Cool Grey 2 V = 29 sec pH = 9.15

Execution | 49

Press Specification Unit 1: Pantone 7753

Unit 2: Pantone 7608

Unit 3: Pantone 7476

Unit 4: Pantone Cool Gray 2

50 | Execution

Environmental Conditions Temperature: 71ยบF Humidity: 51.5 Rh

Inspecting the printing, fresh off the press.

Printing the gift box.

Execution | 51

Quality checking the gift box’s printing.

52 | Execution

Product Description and Goal Treat Container For our second product, we decided to make a treat container for the baked goods that Tails sells to their customers. They currently use a plain white paper bag, with no printing or label to signify where it’s from. Since the bakery treats are some of the most purchased items in the store, we wanted to create a treat container for the client that is able to showcase the store logo and advertise their brand. The container is easy to assemble and holds any of the bakery items that Tails offers.

It also has a secure, flat bottom that will prevent more delicate bakery items such as cupcakes from rolling around and getting crushed. << Product shots of the front and back of the treat container.

Execution | 53

Product Specification

Substrate

Avery Dennison Fasson® Rapid-Roll® 8 Pt. C1S Brite White

54 | Execution

Anilox

Pantone 7753 Harper 1200 cpi Vol = 1.77 Pantone 7608 Harper 600 Vol = 2.24 Pantone 7476 Harper 1200 Vol = 2.03 Pantone Cool Grey 2 Harper 1200 Vol = 1.94

Die

Rotometrics RD 90 Rotary Die

Plates

Cyrel FAST DFR 0.067” thickness, 0.023” relief 3M 1015 sticky back tape 4,000 dpi RIP

Ink

INX Pantone 7753 V = 27 sec pH = 9.37 Pantone 7608 V = 28 sec pH = 9.26 Pantone 7476 V = 28 sec pH = 9.23 Pantone Cool Grey 2 V = 29 sec pH = 9.15

Using our Cyrel FAST exposure unit to make DFR plates.

Cleaning off an anilox roll after a press run.

Execution | 55

Press Specification Unit 1: Pantone 7753

Unit 2: Pantone 7608

Unit 3: Pantone 7476

Unit 4: Pantone Cool Gray 2

56 | Execution

Environmental Conditions Temperature: 72ยบF Humidity: 49.5 Rh

Product Description and Goal Labels For our final product we decided to create a variety of labels. The first being a label to be added to shipping boxes. Since Tails ships a large quantity of products to customers, we wanted to create a label to be attached to the box that helps showcase the brand. We also created labels showcasing the name â&#x20AC;&#x153;Tailsâ&#x20AC;? in the style of the logo. The purpose of this label is to be stuck on a shopping bag for when items are purchased in-store.

Tails currently uses green plastic bags for customers to carry items in when they leave the shop. This label, however, would be adhered to a kraft bag which would be more environmentally friendly, and would help to advertise the brand when customers leave the shop. We also included two different sized circular labels, the large label

to be stuck on the shopping bag or the shipping box, and the smaller ones to be handed out as marketing collateral either in shop or with the orders being shipped out.

Details in the printing of the labels.

Execution | 57

Product Specification

Substrate

Avery Dennison Fasson® 60# Semi-Gloss EliteTM FSC®/C2500/40# CK

Anilox

Pantone 7753 Harper 1200 cpi Vol = 1.84 Pantone 7608 Harper 600 Vol = 2.88 Pantone 7476 Harper 600 Vol = 2.24 Varnish Harper 140 Vol = 11.94

58 | Execution

Die

Rotometrics Magnetic Die

Plates

Cyrel FAST DFR 0.067” thickness, 0.023” relief 3M 1015 sticky back tape 4,000 dpi RIP

Ink

INX Pantone 7753 V = 27 sec pH = 9.37 Pantone 7608 V = 28 sec pH = 9.26 Pantone 7476 V = 28 sec pH = 9.23 Fuji Film UV Varnish

Press Specification Unit 1: Pantone 7753

Environmental Conditions

Unit 2: Pantone 7608

Unit 3: Pantone 7476

Temperature: 72ยบF Humidity: 49.5 Rh

Unit 6: UV Varnish

Execution | 59

Mounting plate onto a roll.

60 | Execution

Quality checking the print registration.

Team members mounting a magnetic die before a press run.

Execution | 61

Color Management Report Gift Box PMS

Density (proof)

Avg Density (final)

L*a*b* (proof)

L*a*b* (final)

Avg â&#x2C6;&#x2020;E00

7753

0.95

0.95

L*: 71.2 a*: 3.7 b*: 53.0

L*: 70.2 a*: 4.2 b*: 54.7

0.9

7608

1.15

1.25

L*: 47.4 a*: 31.6 b*: 21.6

L*: 41.9 a*: 33.3 b*: 23.4

5.3

7476

1.05

1.10

L*: 41.9 a*: -17.0 b*: -8.9

L*: 42.5 a*: -17.8 b*: -9.3

0.9

Cool Gray 2

0.15

0.16

L*: 81.9 a*: 1.2 b*: -5.1

L*: 86.6 a*: 1.4 b*: -5.4

3.3

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Up close details of the gift box graphics and colors.

Execution | 63

Color Management Report Treat Container PMS

Density (proof)

Avg Density (final)

L*a*b* (proof)

L*a*b* (final)

Avg â&#x2C6;&#x2020;E00

7753

0.95

0.91

L*: 71.2 a*: 3.7 b*: 53.0

L*: 70.8 a*: 3.9 b*: 52.9

0.3

7608

1.15

1.33

L*: 47.4 a*: 31.6 b*: 21.6

L*: 39.6 a*: 33.4 b*: 23.8

7.3

7476

1.05

1.07

L*: 41.9 a*: -17.0 b*: -8.9

L*: 43.0 a*: -17.1 b*: -8.8

1.0

Cool Gray 2

0.15

0.16

L*: 81.9 a*: 1.2 b*: -5.1

L*: 86.4 a*: 1.4 b*: -5.1

3.0

64 | Execution

Details of the front face of the treat container graphics and colors.

Execution | 65

Color Management Report Labels

PMS

Density (proof)

Avg Density (final)

L*a*b* (proof)

L*a*b* (final)

Avg â&#x2C6;&#x2020;E00

7753

1.00

0.96

L*: 71.0 a*: 2.5 b*: 53.9

L*: 71.0 a*: 4.0 b*: 56.7

1.5

7608

1.35

1.36

L*: 42.4 a*: 34.4 b*: 24.2

L*: 39.6 a*: 35.6 b*: 25.5

2.6

7476

1.25

1.34

L*: 36.1 a*: -19.9 b*: -9.2

L*: 34.8 a*: -19.7 b*: -9.3

1.4

66 | Execution

Tails branded labels on a shipping box filled with goodies.

Execution | 67

Thanks for tuning in on our process from the last few months!

68 | Section

Rubric

Section | 69

Research Breadth of Research

Depth of Research

Ì Found demographics of pet owners in San Luis Obispo and national pet owners to diversify and expand Tails Pet Boutique’s target market.

Ì Researched the current state of the pet industry, including growth amount, and currently offered products to determine if the product created would be viable and profitable.

Ì Researched and Implemented Digimarc marks for future recycling possibilities. Ì Researched and interviewed industry experts on sustainability and recyclability of our products. Ì Interviewed industry experts regarding ink migration and barrier properties to ensure that the packaging would not contaminate food products placed inside. Ì Considered additional uses of shipping labels and incorporated stickers and other marketing collateral into the sheet.

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Ì Researched consumer bases of the pet industry. Ì Researched statistics on pet ownership in the US and then cross referenced it with the statistics of San Luis Obispo county. Ì Researched prominent consumer buying habits of the largest consumer base, and tied that back to why it is beneficial for our client.

Citations and Sources Ì Citations and sources were cited accurately using APA format. Ì Cited research, photographers, and industry contacts.

Use of Industry Resources Ì The team consulted Cal Poly professor, Ajay Kathuria of the Industrial Technology and Packaging department to determine if the product can be considered sustainable and to address if ink migration will be an issue. Ì Worked with Cal Poly professor, Bruno Ribeiro of the Graphic Communication department, throughout the year for feedback on designs and guidance for initial brainstorming activities.

Ì Reached out to Mike di Milo and Jennifer Codron, to further research the recyclability of all packages locally within San Luis Obispo County.

Market Research Ì Researched different consumer bases in the pet industry and determined Tail’s Pet boutique has access to many and is in a position to further expand their reach. Ì Researched demographics of the Tails Pet Boutique’s location and compared that with the national average to determine the appropriate target market. Ì Researched market trends to better understand what types of products are in high demand in the pet industry.

Rubric | 71

Ì Analyzed local competing pet stores to better understand what Tails Pet Boutique’s strengths, weaknesses and key differentiators were and where the store stands in terms of quality of products carried and variety. Ì Researched specific FDA laws regarding food packaging. Ì Researched the possible environmental impacts of all the products to ensure they are sustainable.

Concept Brainstorming Quality Ì Conducted interviews with the Tails owners to learn specifically what they wanted and what the customers wanted to see. Ì Taking into consideration that Tails prefers and relies on word-of-mouth marketing, we brainstormed for products that would best advertise Tails in that way. Ì We brainstormed for products that are practical to produce and useful for a small business like Tails, such as the versatile assortment of labels and stickers.

72 | Rubric

Teamwork and Leadership

Consideration of Market Demand

Ì Developed a year-long schedule to meet project deadlines using Microsoft Planner.

Ì Tails owners relayed to us what the customers asked for the most, which were gift boxes for special occasions.

Ì Collaborated as a team using Google Drive, Outlook Planner, GroupMe, and email. Ì Met on average twice a week for two hours; one meeting was dedicated to decision-making and administrative updates while the other was set aside for production.

Ì Based on market demand research, it was shown that there is a steady rise in demand for high-end pet products and treats. Since, the pet treats are the highest volume sold items at Tails, according to Neal, the pet treat container needed to re-branded to reflect the quality of the treats.

Ì Divided work evenly among team members, assigning duties and resources with consideration to especially large tasks.

Documentation of Technical and Environmental Details

Ì Developed a senior project contract with Tails Pet Boutique outlining the expectations and deliverables of the project. Ì Maintained consistent meeting notes and took photos throughout meetings to fully document the process.

Ì All 3 products can be recycled at local recycling facility. Ì Conducted interviews with multiple experts in recycling and sustainability about the sustainability of our packages.

Rubric | 73

Ì Created and ran our own test press sheet using a banded anilox roll. From that, we determined which anilox roll is optimal for different colors and substrates.

Innovation of Final Solution Ì We created uniquely shaped packages that gave Tails a distinctive and recognizable brand look, which is a solution to their lack of consistent branding. Ì The treat container was designed with an auto-lock bottom, which is easy to use and space efficient because it can be stored flat. Ì The gift box’s twist top opening elevates the unboxing experience of the high quality products sold by Tails, while keeping consistent with the triangular shapes of the pastry container. The dieline can also be easily scaled up for larger boxes.

74 | Rubric

Ì We fulfilled multiple needs in an economical way that made sense to a small business like Tails with our assortment of marketing labels and stickers.

This is our most versatile solution that allows our client to brand multiple types of standard packages that exceed our press size, such as shopping bags and shipping boxes.

Graphics Legal Details

sure that the screen colors were consistent with the color printed.

Ì FDA requirements for food packaging were researched before the design process.

Ì Completed ink drawdowns and a fingerprint test run to determine the best anilox of each color.

Ì Researched labeling laws for retail food establishments.

Ì Measured the ΔE00 for each substrate, and understanding the difficulties to managing color on different substrates.

Prepress Details Ì Trapped within FIRST specifications using Esko. Ì Resolution, defined colors, and fonts were all properly defined before press.

Managing Color Ì Changed tint values in Illustrator files to make

Brand Effectiveness Ì Conducted mood board exercise with clients to gain a better understanding of what core values accurately represent their business. Ì Created a warm and welcoming logo while successfully communicating brand values that reflected Tails as being a vintage and trustworthy boutique. Ì Logo portrays a dog and cat silhouette facing one Rubric | 75

another, showing the harmony between the two pets. It also communicates that Tails is both a dog and cat store. This addresses a common shortcoming that the previous logos failed to do. Ì Development of clean files and clear Pantone color information. Ì Created alternative one color logo options to ensure branding consistency when used by the client. Ì Considered end use of products when creating design and coating features.

Graphic Design Ì Conducted moodboard exercises with clients to see what designs and styles reflected their brand. Ì Considered the client’s location, age demograph-

76 | Rubric

ics, and brand values during creation of graphics. Ì Usage of more organic shapes and portray pet owners interacting with their pets. This allows for the brand to feel more approachable and genuine. Ì Created multiple pieces that would be cohesive as a set to ensure brand consistency. Ì Designed following FIRST specifications.

Execution

Process and Color Control

Appropriate Use of Materials

Ì Discovered our ΔE00, density, and L*a*b* values using the SpotOn! color management software.

Ì Used 10 pt. SBS which helped to provide adequate strength for the gift box. Ì Used 8 pt. SBS for our treat container which helped maintain our desired shape, and could adequately contain the items inside. Ì Used label stock to provide a variety of uses for the client, such as labels for shippers, shopping bags, and marketing collateral. Ì Applied a UV varnish to protect the printing, while still leaving an area of the shipper label uncoated to allow the client to customize packages being sent out.

Ì Completed a fingerprint test run and ink drawdowns prior to our press runs to help set a standard for our printing.

Technical Documentation Ì Job tickets accurately filled out for each product. Ì Press Operating Data Sheet created and accurately shows specifications of each press run. Ì Anilox rolls for each press run are documented, and press set up shows the placement of the ink within each unit on the press.

Rubric | 77

Technical Details Ì Tested package integrity by filling the treat container with a variety of different weighted items to ensure that the bottom wouldn’t collapse with use. Ì Tested barrier properties by using pet treats from the store to verify that any grease wouldn’t alter the integrity of the treat container. Ì Fit multiple pet items into the gift box, despite its size, due to press size limitations.

Flexo Print Quality Ì Fingerprint test run completed to determine anilox rolls. Ì Registration accurate for all products. Ì Colors embody the vision the clients perceive for Tails.

78 | Rubric

Ì Made appropriate adjustments to optimize the impression and ink viscosities to limit banding due to gear streaks from our 30 year old MarkAndy press. Ì All three products and samples are provided.

Citations

Section | 79

A Labeling Guide for Restaurants and Retail Establishments Selling Away â&#x20AC;&#x201C; From-Home Foods â&#x20AC;&#x201C; Part II (Menu Labeling Requirements in Accordance with 21 CFR 101.11): Guidance for Industry. (2016, April). Retrieved January 6, 2020, from https://www.fda.gov/media/93414/download.

American Veterinary Medical Association. (2019, May 8). Pet Ownership, Spending Going Strong. Retrieved Nov. 7, 2019, from https://www.avma.org/javma-news/2019-06-01/ pet-ownership-spending-going-strong American Veterinary Medical Association. (2019, May). Pet Ownership, spending going strong.

Retrieved December 4, 2019, from https://www.avma.org/javma-news/2019-06-01/ pet-ownership-spending-going-strong American Veterinary Medical Association (2018). U.S. pet ownership statistics. Retrieved April 04, 2020, from https://www.avma.org/resources-tools/reports-statistics/us-pet-ownership-statistics Bakery Labels and Stickers. (2019, April 25). Retrieved January 6, 2020, from https://www. foodpackaginglabels.net/bakery-labels/.

Food Packaging: A Guide to Best Practices for Print. (2015, July). Retrieved November 7, 2019, from https://www.flintgrp.com/media/4100/food-packaging-brochure_nw_september_2016-copy.pdf.

80 | Citations

Grand View Research, Inc. (2018 March(, Pet Care Market Size Worth 202.6 Billion By 2025 | CAGR: 4.9%. Retrieved Nov 7, 2019, from https://www.grandviewresearch.com/press-release/ global-pet-care-market How Much Does YOUR State Spend on Pets? We have the Answer and More! (2018, April 06), Retrieved Dec 4, 2019, From https://www.opploans.com/blog/how-much-does-your-statespend-on-pets-we-have-the-answer-and-more-for-national-pet-day/?utm_campaign=aff&utm_ source=ir&utm_medium=ir&AffiliateID=10078&ClickID=wSKyvlRphz8RS%3ADQ5QXRGTMG Ukjy-IXNzX95Rg0&irgwc=1 Insurance Information Institute. (2019). Facts + Statistics: Pet Statistics. Retrieved Nov. 14, 2019, from https://www.iii.org/fact-statistic/facts-statistics-pet-statistics Jenny. (2016, March 15). Grand PooBox Modern-Style Covered Litter Box Kickstarter Campaign.

Retrieved from https://www.floppycats.com/grand-poobox-modern-style-covered-litter-boxkickstarter-campaign.html Kestenbaum, Richard. (2018, November 7). The Biggest Trends in the Pet Industry. Retrieved Jan. 10, 2020, from https://www.forbes.com/sites/richardkestenbaum/2018/11/27/ the-biggest-trends-in-the-pet-industry/#1a18d9a8f099

Citations | 81

Packaged Facts. (2018, February 2016). Gen Z and Millennials as Pet Market Consumers: Dogs, Cats, Other Pets. Retrieved Dec. 4, 2019, From https://www.packagedfacts.com/ Millennials-Gen-Pet-Consumers-Dogs-Cats-Pets-11268949/ Pet Product News Staff. (2019, May 28). Report: Demand for Premium Pet Care Products Rising. Retrieved Jan. 10, 2020, from http://www.petproductnews.com/News/ Report-Demand-for-Premium-Pet-Care-Products-Rising/ San Luis Obispo Chamber of Commerce. (2019), Demographics. Retrieved Dec 4, 2019, from https://slochamber.org/supporting-business/data-center/demographics/ U.S. Census Bureau QuickFacts: San Luis Obispo County, California. (n.d.). Retrieved April 04, 2020, from https://www.census.gov/quickfacts/sanluisobispocountycalifornia

with love from the Central Coast.

All graphics were created by our designers. Special thanks to our designer Julienne Chiang for illustrating the one of a kind organic shapes and portrayals of owners and pets in harmony.

82 | Citations