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P R E F A C E

For thousands of years in the history, Asian diet was based on foods such as rice, vegetables, and fresh fruits. Asian people did not consume dairy foods as much as westerners since there were no milk cows. As a result, Asian people of the modern times lack the ability to produce the enzyme to digest milk when they become grown-ups. That’s why most Asians have lactose intolerance, which is the inability to digest lactose. In contrast, Milk has always been a part of nutritional supplements for westerners. European dairy cattle were brought to North America in the early 1600s. This made American people have dairy foods in their diet since hundreds of years ago. In the 1930s, milk cans were replaced with large on-farm storage tanks, and plastic coated paper milk cartons were invented, which allowed wider distribution of fresh milk. Dairy products become important ingredients and cannot be left behind when we talk about Western diet.


1 CONCEPT 8

3 DE V E LOPMENT 34

IDENTIT Y DESCRIPTION

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LOGO ANATOMY

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ALTERNATIVE LOGO VERSIONS

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SIZING

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USE OF COLOR

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COLOR SYSTEM

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INCORREC T USE

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IDENTIT Y T YPEFACES

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USE OF T YPE

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COLLATERAL

4 DE LIVE RABLE 48

ABSTRAC T

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OVER VIEW

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WEBSITE

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VIDEO

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PACKAGE

62

IPAD APPLICATION

64

POSTER

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SHOPPING GUIDELINE

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BROCHURE

74

KIOSK

78

T-SHIRT

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RECIPE CARD

ISSUE

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SUR VEY REPORT

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WHAT SUR VEY SAYS

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WHERE IT STARTS

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OBJEC TIVE

2 RESEARCH 24

INTER VIEW

26

RESOURCES

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INTER VIEW WITH ALISA FLEMING


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01

CONCEPT


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I no longer recommend dairy products after the age of 2 years. Other calcium sources offer many advantages that dairy products do not have. D r. B E N J A M I N S P O C K


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ISSUE The story of lactose Intolerance in the United States.

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A Common Misbelief Animal milk was first consumed around 5,000 BC. Today, it plays an important role in diets of many different areas in the world, especially in Europe and the United States. Its nutrition and taste are the most attractive aspects. Because of the long history of consuming dairy products, people tend to believe that “milk does a body good�, which is not always true. Over consuming dairy products can lead to some health concerns such as obesity, type 2 diabetes, heart diseases, and many other health problems. Lactose intolerance is one of those concerns. It is directly caused by consuming dairy products. It is a genetic disease and usually happens on some children after they are 3 years old. It is more common for people with Asian, African, Native American, or Mediterranean ancestry than it is for northern and western Europeans.

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Miscegenation It is often said that the United States is a melting pot. The people here accept and embrace people from different cultures very well. A great multicultural environment is created. Thus, many people try to immigrate to the United States. According to the American Census 2010, the Asian population has grown from 10.2 to 14.7 million from 2000 to 2010. With so many immigrants, miscegenation becomes a common phenomenon in America. Unfortunately, miscegenation also brings the genetic disease-lactose intolerance to the United States. Children born from miscegenation are often with lactose intolerant. However, most Americans know little about it.


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The number of Asian immigration by year:


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The incidence of lactose intolerance in the United States:


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03 Lactose intolerance Lactose intolerance rates are much higher among adults than children and are significantly increased in certain nationalities. According to the study by National Institute of Diabetes and Digestive and Kidney Diseases (NIDDK) in 1994, the incidence of lactose intolerance in the United States was reported as follows: 90% of Asian American Adults, 70% of African American Adults, 74% of Native American Adults, 53% of Mexican American Adults, 15% of Caucasian Adults. Internationally, it has been estimated that 70% of the world’s population is lactase deficient and at risk for the symptoms of lactose intolerance. Men and women are affected equally, although some women may temporarily regain the ability to digest lactose during pregnancy. According to NIDDK, 30 to 50 million people in the United States are lactose intolerant. Look around, that is 1 in every 6 people you see.


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Survey Report P URP OS E

Graphic design is a business of communication, so the thing that I care about the most is what people think and how they behave. Through this survey, I try to understand people’s eating patterns of dairy products. Do people look at dairy products without bias? COND UC T

In the beginning of the project, I tried to find stereotypes who could be my audiences. During the process of the project, I decided to enlarge the number of respondents, because the structure of our society is changing every day. I believe that I need to collect thoughts of different generations, and then I will be able to focus on the group who need help the most. I did this survey in the Union Square, and tried to find people of different ages to be my respondents. Most people do some relaxing activities in the Union Square, so I think they have the time to really look into my questionnaire and think about the answers seriously. I introduced myself first, and asked them to fill out the questionnaire. Most people were really kind to help and talked about their attitudes about eating dairy products.

TH ERE A RE 8 2 pe o ple w ho arE Par ticipated in th e survey !


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A BOU T AU DI ENCES

How old are you? 0%

5 0%

1 00%

5 0%

1 00%

11-20 21-30 31-40 other What’s your gender? 0%

male female What’s your occupation? 0%

5 0%

1 00%

5 0%

1 00%

student stay home mom businessman other Do you have children? 0%

yes no


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brea k d own o f results

Which one do you think is a good Calcium resource?

What’s your impression of dairy products? 0%

50 %

0%

1 00%

health

tofu

affordable

sesame

fatty

milk

other

broccoli

10 0 %

other

What do you think is good dairy? 0%

5 0%

50 %

1 00%

cheese

If there is another food which is cheaper and more Calcium added thamn mailk, would you like to try?

yogurt

0%

5 0%

10 0 %

5 0%

10 0 %

yes

soy milk

no What do you consider bad dairy? 0%

50 %

100%

cheese

Which one do you think is healthier? 0%

butter

dairy

ice cream

vegetable

milk

meat

other

other

Do you consider dairy healthy because 0%

50 %

100%

Calcium Vitamin D iron other Do you consider dairy unhealthy because 0%

fat hormone added other

50 %

1 00%


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What age do you think that need more dairy?

Where did you know the information about dairy? 0%

50 %

0%

1 00%

Internet

under 2yrs old

TV

2-5yrs old

magazine

any age

Ads

other

government

0%

night

How do you believe that dairy is healthy? By 0%

50 %

1 00%

morning

brand image

randomly

capaign

other

government non- profit organization outstanding person’s recommendations other What kinds of disease could be linked to over consuming dairy products? 0%

diabetes cardiovascular disease osteoporosis none

10 0 %

When is the best time in a day to consume milk?

other

obesity

5 0%

50 %

1 00%

5 0%

10 0 %


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What SURVEY SAYS

We are taught to believe that dairy products are good for humans because of the calcium and other nutrition included, and it is beneficial if we eat them frequently. However, after I read articles from health magazines and newspapers, I learned that dairy products contain not only calcium and vitamins, but also lactose and hormones, which can possibly impair our health if we over-consume them. I started with a survey to find out the factors that influence people when they purchase dairy products. And the result shows that there is a possibility of overconsuming because of people’s misconception about dairy products. It is just as I suspected. To achieve my goal of mitigating over-consumption of dairy products, I researched other foods that have similar nutritional values or similar tastes, because these are the main drivers of dairy purchases-nutrition and taste.


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WHERE it STARTS The inspiration I got from life. They leads me to find the value of the project. There were two reasons that have inspired me to focus my study on the consumption of dairy products. First, I was born with lactose intolerance. I was taught that milk is nutritious and drinking milk can help me grow a strong and healthy body. Twenty years pass later, my body no longer accepted lactose. Secondly, I was told by my doctor that I had lymphoma several years ago. It was cured, but since then, issues related to physical health become what I concern the most. I hope my thesis can help people who may have similar concerns with dairy products and provide alternative options for those who wish to change their diets.


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OBJECTIVE Lactic Overload Project is created for raising the awareness about Lactose intolerance in the United States, and providing alternative dairy choices.


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02

RESEARCH


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Everyone has different needs. But what I find most successful in reaching people is sampling providing information, tools, and ideas that they can understand and use in their everyday life. Alisa Fleming, Au t hor of Go Da iry Free


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INTERVIEW PLACE The Union Square, Food court in Westfield, Downtown San Francisco

TARGET Families, the minimal group of people is one parent plus one child

TIME Weekdays afternoon

AMOUNT More than 10 families


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FR O M INTERVIEW

FIVE KEY insights Some people are aware that dairy products are unhealthy, but they don’t want to or know how to change their eating patterns. There is an opportunity to convey nutritional information more conveniently and easily. Ex: put information on the label of products. Interviewees genuinely enjoy the tastes of dairy products, and 25% of people in the United States have problems digesting dairy foods. There is an opportunity to promote other foods with calcium and similar nutritional values or similar tastes, because these are the main drives of dairy product purchases-nutrition and taste. People are reluctant to change their eating patterns.


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RESOURCES Most materials I read during the time of researching.


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Online: • www.usda.gov

• Hormones in milk can be dangerous

• www.mypyramid.gov

www.news.harvard.edu/gazette/2006/12.07/11dairy.html

• www.utahdairycouncil.com • Dietary Guidelines www.idfa.org/key-issues/category/nutrition-health/dietary-guidelines/ • Achieve Better Health: Your Guide to Nutrient-Rich Eating

• Calcium in Vegetables and Vegetable Products http://citracal.com/Calcium/Foods/Vegetables.aspx • www.themeatrix.com • A growing debate: How to define ‘organic’ food

www.nutrientrichfoods.org/index.html

http://www.npr.org/2011/03/01/134162035/agrowing-debate-how-to-define-organic-food

• www.notmilk.com

• How western diets are making the w orld sick

• Dairy’s Social Histor

http://www.npr.org/2011/03/24/132745785/howwestern-diets-are-making-the-world-sick

www.stolaf.edu/depts/environmental-studies/ courses/es-399%20home/es-399-05/Projects/ dairy%20research/socialhistory.html • President Bill Clinton Now Eats a Plant-Based Diet and Credits The China Study, T Colin Campbell, Caldwell Esselstyn and Others www.nutrientrich.com/1/president-bill-clintonnow-eats-a-plant-based-diet-and-credits-thechina-study-t-colin-campbell-caldwell-esselstynandothers.html • Trends in U.S. Per Capita Consumption of Dair y Products, 1909 to 20 01 www.ers.usda.gov/amberwaves/june03/datafeature/ • Fluid milk consumption in the United St ates www.ars.usda.gov/SP2UserFiles/Place/12355000/ pdf/DBrief/fluid_milk_0506.pdf • Top conservation challenges – milk consumption in Asia thesciencesays.southernfriedscience.com/?p=377 • United St ates Dairy, Milk, Fluid Domestic Consumption by Year www.indexmundi.com/agriculture/?country=us&co mmodity=milk&graph=domestic-consumption

• Higher milk prices don’t help dair y farmers much http://www.newsvine.com/_ news/2011/03/18/6292743-higher-milk-pricesdont-help-dairy-farmers-much • Sustainable Conversation www.suscon.org/cowpower/index.php • www.18reasons.org • California Farmers’ Markets Association cafarmersmkts.com • www.healthyschoolfood.org • www.medicinenet.com/vegetarian_and_vegan_ diet/article.htm • www.threesisterscheese.com/index2.php


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• Seafood Watch program www.montereybayaquarium.org/cr/seafoodwatch.aspx • Calcium in the Vegan Diet www.vrg.org/nutrition/calcium.htm • The Nutrition Source www.hsph.harvard.edu/nutritionsource/what-should-you-eat/ calcium-and-milk/ • www.diet.com/g/asian-diet#B • snaap.indiana.edu/snaapshot/ • 2010.census.gov/news/releases/operations/cb11-cn125.html • whatthefuckshouldimakefordinner.com/veg.php • www.vegsf.com/index.html •

book: • Go Dairy Free by Alisa Fleming • The China Study by T. Colin Campbell, PHD & Thomas M. Campbell • Collapse by Jared Diamond • Whitewash by Joseph Keon • The Calcium Key by Michael Zemel, Ph.D. & Bill Gottlieb • Massive change by Bruce Mau • World changing by Alex Steffen

film: Food Inc. Thank you for smoking


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Interview with Alisa Fleming *Alisa Fleming is the author of Go Dairy Free. lO(lactic overload): could you introduce yourself and tell me a little about yourself? AF(ALISA FLEMING): My name is Alisa Fleming. I’m the founder of www.GoDairyFree.org, the largest informational dairy-free website, and author of the best-selling dairy-free book Go Dairy Free: The Guide and Cookbook for Milk Allergies, Lactose Intolerance, and Casein-Free Living. I am also a freelance writer for several publications, with an emphasis on creating recipes for various types of special diets.

LO: Do you think that when people look at dairy products they have bias about whether is healthy or harmful? In your opinion, what causes these reactions? AF: Yes. It is strictly media driven. Those in the health circles tend to view dairy as more harmful and usually stick to yogurt, dairy fat, and the occasional cheese if any dairy at all. But the public at large will sway toward whatever media campaign is currently underway from the Dairy Council. Their umbrella contains multi-million dollar advertising budgets.

LO: What inspired you to write a book about dairy free life style? AF// The book was born out of the website, it wasn’t something I initially set out to do. I was born with a milk allergy that I didn’t outgrow, and started the website with information that I had learned to help others. LO: Why do you think that a dairy free diet is a healthy diet? Could you provide some statics or facts to prove your thoughts? AF// It depends on the person. For me and for many others, yes. But I cannot offer dietary advice for the public at large, and what I offer is support and guidance for those who are dairy-free, dairy-low, or working to cut out dairy on their own accord or under the direction of a physician. The website and book are not anti-dairy. There are several chapters in my book that cover statistics, and unfortunately, I’m short on time to rehash those. But you can quote one or two from the book if you like.


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Everyone has different needs. But what I find most successful in reaching people is sampling providing information, tools, and ideas that they can understand and use in their everyday life. Lo: In your opinion, what does a healthy food pyramid could look like? How much do you suggest for the amount in each food category, how much will you suggest? AF: My personal beliefs in terms of what is best for myself and my family would be a larger portion for vegetables and fruits, a medium portion for protein, and a smaller portion for nuts, seeds, whole grains and legumes. This balance provides not only all of the nutrients we need, but keeps us high energy and healthy. Of course, sometimes sweeteners and oils are used (I’m human!), sometimes too many, but ideally those are kept to a minimum. Lo: How did you arrive at point of view? By yourself, with some experts, or others? AF: I have studied nutrition and belong to a large circle of health minded individuals ranging from doctors and nutritionists to special diet recipe creators and healthy diet cookbook authors. Together, we share knowledge and learn. A lot is also trial and error on what works and what makes you feel best.

Lo: Who/What kind of media do you trust about health issues? AF: Well researched media that isn’t paid advertising. This can be hard to discern, as even major studies might be funded by large companies or organizations. There are many crusaders out there, in the form of magazines, blogs, and books that work hard to uncover the truth. No media is perfect, but finding those people who really research and practice what they preach helps to find real answers.


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03

D E V E LO P M E N T


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A product is something made in a factory; a brand is something that is bought by the customer. A product can be copied by a competitor; a brand is unique. A product can be quickly outdated; a successful brand is timeless.� Stephen King, WP P Group, London


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Identity Description In the past, people misleading by some wrong ideas of consuming dairy products. Lactic Overload Project wants to inform people the importance of choosing dairy alternatives, because every human beings have different body conditions. The shape of logo combines “L“ and “O“ together. I also use the shape of the milk bottle to remind audiences the main idea of the campaign. Because I wants to bring the feeling of friendly and comfortable in the brand identity, I make it looks bold. In addition, I use the lite blue liquid drop to demonstrate the appearance of fluid overloading. Baby blue is the color we could normally see in dairy related project. In order to show the idea of dairy alternatives, I choose black color to work with baby blue. The wordmark uses upcase typography which conveys a feeling of formal, but I choose a rounded typeface which shows the feeling of dairy. The typeface Gotham is created in 2000, which contained an idea that I want to bring a change in our daily life.


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Th i s is t h e d esig n fo r l ac t i c over l o ad p ro jec t w it h fresh lo o k an d co n cep t : rai se awaren ess o f l ac to s e in to l eran ce in t h e U n i ted St ates.


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Anatomy of the Logo The Lactic Overload Project signature system is used to identify and unify all of the denomination’s communications efforts and ultimately to build and strengthen the brand identity.

5x

3x

1 .5X

X

X

The a re two com pone nts to the l o g o : • The “LO” sym bol • The La c tic Ove rloa d Proje c t word mar k The m inim um required c lea r spa ce is 1 d ist an ces o f “x ” surrounding ea c h side of the sig n at u re. All ow ad ditiona l c lea r spa ce between the si g n at u re an d any othe r a dja cent elem e nts in the layo u t ( t yp e, il lu st rations, photos, e tc .)


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Alternative LOGO versions There are three official formats for the Lactic Overload Project logo. One primary format (a) with two secondary formats (b, c). Both the “LO” logo with out “lactic overload project” (b) and the lactic overload project wordmark (c), can be used on letterhead, memos, envelopes and website. The primary logo, the “LO”with “Lactic Overload Project” (a) can be used for all other print materials. Any other application requiring an alternate size should be reviewed by corporate community.

The prim a ry form at should be used mo st o ften .

This form at m ay be used in long h o r izo n t al sp aces suc h a s signa ge s, ba nne rs a nd web si tes.


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Sizing There are three standard sizes for the Lactic Overload Project signature. Primary Logo: The Standard size logo (A), to be used on the face of high-level collateral (brochures and folders); and a thumbnail version (B, C), for use on smaller collateral such as a Business card or for use with an address line.

LO signature (a ) Sta nda rd Size (1 00 % )

H : 4 0 mm W: 6 0 mm

H : 4 0 mm W: 27 mm

Due to limitations of size or media, certain situations might prevent the use of the LO signature (A) entirely — in these situations, the Primary Logo always be used.

LO signature (b) Thum bna il Size (1 00 % ) H: 1 9m m W: 30 m m *Minimum size refers to the smallest dimensions allowed for brandmark versions. It is stated as a minimum width. Minimum sizes for each of the brandmark versions are showed on the graphics.

H : 20 mm W: 1 3mm


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Use of color The color specifications were developed to add flexibility and protect the appearance of the signature. Follow the rules below in handling the Lactic Overload Project logo or a signature. The preferred form of the Lactic Overload Project signatures is black and blue colors on a white background. Signatures must always appear clearly and legibly on their background. Always observe clear space specifications and use preferred vendors and reproduction methods. The examples below show various background treatments for the signature and the preferred color application of the signature.


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Color system Color is a critical element in creating a memorable and lasting identity. It can be used to link certain information, and to offer the viewer visual cues for continuity and/or differentiation. Using this color palette will lend consistency to Lactic Overload Project. There are one approved color palette: They are based on the Pantone Matching System®. If Pantone® colors are unavailable, CMYK simulations may be substituted. It’s important to note that the colors represented electronically are only an approximation. The most recent version of the Pantone® color formula guide should be used for matching Pantone® and CMYK color values.

Pa ntone coate d: process bla c k c Pa ntone uncoate d: Bla c k U Pa ntone m atte : bla c k 3M C: 65 M: 86 Y: 62 K: 87 R: 23 G: 0 B: 4 HEX: 1 70 0 0 4

Pan to n e co ated : 741 2 C Pan to n e u n co ated : 1 38 U Pan to n e mat te: 1 38 5 M C : 1 4 M: 5 6 Y: 93 K: 0 R: 21 9 G: 1 1 2 B : 1 8 H E X : DB 701 2

Pa ntone coate d: 551 C Pa ntone uncoate d: 551 U Pa ntone m atte : 551 M C: 37 M: 1 1 Y: 1 3 K: 0 R: 1 61 G: 227 B: 222 HEX: A1 E3DE

Pan to n e co ated : 75 41 C Pan to n e u n co ated : 75 41 U Pan to n e mat te: 75 41 M C : 4 M: 3 Y: 3 K: 0 R: 24 0 G: 24 0 B : 24 0 HEX: F0F0F0


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InCoRRECt USE An important factor in creating and maintaining a visual identity is the consistent presentation of the identity elements. Therefore, the way the signature is displayed must be given careful attention. Shown below are examples of incorrect or unacceptable uses of the Lactic Overload Project symbol, logotype and signature.

OUTLINE

CHANGE PROPORTION

ALT E R T H E P E RS P E C T IV E

ST RE TC H

S H ADOW

GRADI E NT


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Identity typefaces Gotham Rounded Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Bold

A B C D E F GH I J KLMNO P Q R S T U VW X YZ abcdefghijklmnopqrstuvwxyz 1234567890

Myriad Pro Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Sem i Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Gotham is a family of geometric sans-serif digital typefaces designed by American type designer Tobias Frere-Jones in 2000. Gotham’s letterforms are inspired by a form of architectural signage that achieved popularity in the mid-twentieth century, and are especially popular throughout New York City.


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Use of type Use of appropriate type styles and sizes is critical to readability and uniformity. As a general rule, a san serif face (Myriad, for example) is more readable in large blocks of text. A san serif face (Gotham for example) is highly appropriate for headlines, subheads and otherapplications that contrast with body copy. The minimum type size for body copy in publications is 8 point.

27/3 1 Goth am Rou n ded Bold a s hea ding

Identity

1 0/ 13 M yriad Italic a s sub-he a ding

In the past, people misleading by some wrong ideas of consuming dairy products. Lactic Overload Project wants to inform people the importance of choosing dairy alternatives, because every human beings have different body conditions.

8 / 11 M yriad lig h t as body copy

The shape of logo combines “L“ and “O“ together. I also use the shape of the milk bottle to remind audiences the main idea of the campaign. Because I wants to bring the feeling of friendly and comfortable in the brand identity, I make it looks bold. In addition, I use the lite blue liquid drop to demonstrate the apperance of fluid overloading. Baby blue is the color we could normally see in dairy related project. In order to show the idea of dairy alternatives, I choose black color to work with babyblue.

A l l b od y copy u sed in public ations m ust b e set in a min imu m of 8 point type size. This w ill en su re th at re a de rs will be a ble to read materials w i th a s little diffic ulty as p ossib le. ju stif ied tex t se ttings a re re commen d ed for all Pola roid m ateria l to e n su re n ormal word spa c ing. 6/9 Goth am Rou n d ed a s note s


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CollAtERAl Common letterhead, envelopes, and business cards help to reinforce the visual identity of Lactic Overload Project in day-to-day business transactions. Graphic designers may also access downloadable EPS templates in order to prepare their own sationery files.

ChInChEn ChUAng GRAPHIC DESIGNER

415.613.6869 chinchen@cccdesign.com ccdesign.com


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ChInChEn ChUAng GRAPHIC DESIGNER

415.613.6869 chinchen@cccdesign.com ccdesign.com


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04 D eliverable


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Lactose intolerance is very prevalent in persons of color. As a physician, I see people who are dealing with conditions related to their inability to digest lactose. They’re led to believe they need to include dairy for health benefits. That is not true. Milton Mills


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ABSTRACT The major goal of Lactic Overload Project is to raise the public awareness about lactose intolerance in the United States and provide alternative suggestions to replace dairy foods.


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Lactic Overload Project

Overview Lactose intolerance is a genetic disease. There are very few lactose/lactase issues that exist right after birth. It is developed through the progress to adulthood. These facts make it easy for people to ignore the problem. The symptoms of Lactose intolerance include abdominal pain, abdominal cramps, intestinal bloating, gas/flatulence, diarrhea, and nausea. If it happens on infants or children, it can cause slow growth or weight loss. Lactic Overload Project aims to raise consumer’s awareness of lactose intolerance through brochures, recipe cards, web site, iPad application, print materials, shopping guideline, and so on. We encourage parents, teenagers, restaurants and food providers to purchase non-dairy replacement foods. All our recommendations are based on scientific facts, and quote from subject matter experts who are environmentally responsible. The program brings several important benefits. People can be taught about the problems that they may encounter in the future. First of all, they will get some clues about the genetic disease-lactose intolerance and be prepared. Their children are able to avoid having those illnesses in their childhood and grow up to be strong and healthy. Moreover, it is also beneficial to adults who have lactose intolerant friends or family. By knowing the information we introduce, people’s lives can be improved. They will know that there are alternative non-dairy options and avoid the illnesses caused by eating dairy foods. Lactic Overload Project concerns issues from living healthily to creating a better environment, we offer alternative non-dairy choices to create a healthy diet.


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Why do alternative dairy choices matter? Recent research has demonstrated that a diet rich in dairy products contains health risks for people over two years of age and has led to significant environment problems. The amount of consuming dairy per capita now is much higher than nutritionists’ recommendation. Also, the statics of dairy consumption shows the amount gets higher year by year. Lactic Overload Project concerns every issue from human healthy life to better living environment, we offers alternative dairy choices to integrate a healthy diet.

Target Audiences Primary audiences / 26-40 years old, Young couples. People who plan to marry Asians. Lactose intolerants, or people who want to know if they are lactose intolerant.

Secondary audiences / Asians’ friends and family who care about their health. Target Audiences Research of consumer behavior found that people between the ages of 20-39 are the biggest group to purchase dairy products. Also, children under 18 drink 46% of the milk consumed in the United States. According to U.S. statics of Marital Status, The median age for a man’s first marriage was 28.2 years in 2010, up from 26.1 in 1990. The median age for a woman’s first marriage was 26.1 years in 2010, up from 23.9 in 1990.


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Stakeholders Dairy farmers, Dairy industries, consumers, Nutritionists, Vegan Association, Health insurers, and Medical community.

Focus There are several strategies for raising public awareness of lactose intolerance in the United States and to encourage the general public in making more informed choices: 1 By correcting the disinformation about lactose intolerance 2 By providing dairy free choices for calcium supplement 3 By presenting latest research results 4 By suggesting ways to integrate healthier choices

Key message per audience Overall message: We want to make people understand the negative impacts from lactose intolerance, and educate them about alternative choices in order to lead healthier lives and better living environment. Specific message considerations: (Societal Impacts) By introducing alternative diets to people of the United States, the public will understand that lactose intolerance can increase the risks of slow growth and weight loss in infants and children. (Behavioral Impacts) We can educate people about other options for cheaper, healthier, calcium-rich foods.


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Success Metrics • Increase in awareness about lactose intolerance. • Increase in lactose reduced diet • Consumers are more educated about alternative choices when they purchase food

Challenges Important challenges to consider: How to change the general public’s deep-rooted impression about dairy products and convey the idea that milk is not the best resource of nutrition? • Lack of community support from dairy industry, farmers, lobbyists and the government. • Difficulty in encouraging and realizing changes to buying habits and eating patterns. In the future, it will introduce a school program to educate teenagers the right attitudes and behaviors toward choosing dairy products.


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dElIvERAblE wEbSItE The whole project materials are published on a website, because the Internet is the most readily accessible media for people to gain knowledge from nowadays. The contents of the website include the history of diets, the background of the issue, the tests to diagnose lactose intolerance, downloadable materials (posters and a digital book which educates the general public about alternative non-dairy food choices), and so on. Besides the website, there is a physical book that presents alternative nondairy food options. It can help people make most food choosing decisions they will have in their daily lives. Poster campaign is used for promoting the program. In addition, motion graphic is also used. It can make the information of lactose intolerance to become easier to understand than using heavily written contents. Audiences can also download the Lactic Overload application from the web site. The application can help audiences instantly when they do not know how to choose lactose free food.


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video The video is made for helping audiences to understand the subject easily. Script: Lactose intolerance is a genetic disease. If it happens on infants or children, it can cause slow growth or weight loss. According to the study by National Institute of Diabetes and Digestive and Kidney Diseases (NIDDK) in 1994, the incidence of lactose intolerance in the United States was reported as follows: 90% of Asian American adults, 70% of African American adults, 74% of Native American adults, 53% of Mexican American adults, 15% of Caucasian adults. Internationally, it has been estimated that 70% of the world’s population is lactase deficient. 30 to 50 million people in the United States are lactose intolerant. That is 1 in every 6 people you see. Could you still ignore the problem?


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Mimic milk carton package Milk Carton Package is a conceptual product based on the results of my survey and interviews. It is created as a package which looks like dairy products. It is designed to lead audiences to make alternative choices easily. From what I learned, people would like to see information that is provided right in one package. It saves them the time needed to search the Internet or to consult the professionals for useful information. Thus, I list several replacements for milk, the facts about nutrition and a recipe of the specific product in the package. They come with the size for kids and for family to satisfy the needs for all ages.


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IPAd APPlICAtIon The iPad application is designed to give advices to my target audiences. In this application, they can quickly search for recipes that can be made from non-dairy food. They are able to not only choose what they would like to eat in the existing database, but also feedback their own secret recipes to the database for other people suffered from lactose intolerance. The application’s rating and review system for recipes can further help users decide whether they will try out some recipe or not.


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“Did you know� posters Posters are graphic presentations to illustrate little known facts about lactose intolerance. They can be posted at farmer’s markets, hospitals, and coffee shops where my target audiences are found the most. And they are also available online and downloadable from the website. Content of the posters: 1 Things that few people know have calcium. 2 The ratio of the population in the U.S. that have lactose intolerance. 3 The ratio of the population in different races that have lactose intolerance.


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Shopping guideline The guideline provides a list of dairy ingredients, which will be placed near dairy products section in the supermarkets or grocery stores. Customers can quickly learn about which products contain dairy ingredients and help them make their buying decisions.


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Three BROCHURES 1 Dairy Allergies Normally, people will not know if they are lactose intolerant unless they start to have allergies. This brochure tells you about the symptoms from lactose intolerance, how you can find it out by simple tests, and how you can help your infants and children if they are lactose intolerant. 2 Calcium However, people still keep having dairy products because of the fear that they may not get enough calcium, and they believe that drinking milk is the best way to replenish calcium. Therefore, the brochure is designed to provide the information about other food sources for calcium and what helps you keep the calcium inside your body from running off. 3 Alternative choices Just because you have given up eating dairy foods does not mean you have to drink tea without any milk or miss out on delicious ice-cream, marvelous cheese and tasty chocolate. This brochure provides a food list that introduces all kinds of substitutional foods for dairy products.


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kiosk It is an information center to help raise the public awareness about lactose intolerance in the United States. The main function of the kiosk is to provide printed matters such as brochures, T-shirts, information about alternative non-dairy foods, posters, and also digital media downloads (an iPad application and videos). The most important thing is that there is also a professional advisor who can answer most of your questions about lactose intolerance.

P OST E R


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VIDEO

IPAD APP

T- S H IRT

P OST E RS WI TH TUBES

RE F RIGE RATOR FOR P L AC ING S OY MI L K C ARTON

B OOKS


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T-shirt A way to change audiences’ eating patterns.


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Recipe cards The idea of recipe cards came from “a song for the week” of Starbucks. These cards can be easily acquired by people who are concerned about this subject from local markets or coffee shops.


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Academy of Art University School of Graphic Design ChinChen Chuang 415.613.6869 660 Bush Street San Francisco CA 94108 cchuangdesign@gmail.com Instructor

Phil Hamlett, Michele Ronsen, Bob Slote

Printing+binding

Blurb.com

Title of book

Lactic Overload Project

Fonts

Myriad, Gotham

software

Adobe creative suites 5.5

Š2012 All rights reserved. No part of this publication can be reproduced without express permission from ChinChen Chuang.


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Lactic Overload  

The story of lactose intolerance in the United States