Page 1

process manual


4


CONTENTS INTRODUCTION

6

CASE STUDIES

10

LOGO DESIGN

16

GRAPHIC STANDARD

26

MARKETING APPLICATIONS

36

PACKAGING

44

5


INTRODUCTION

CREATIVE BRIEF

6

Background

Objective

Message

Within the food industry today, snacks consist of food that is literally saturated with fats, carbohydrates, preservatives and processed chemicals. Umami fish snacks will bring an authentic product that does not require excessive seasonings or preservatives to its foods. Instead, with its fish snacks resembling the symbol, Umami will be naturally seasoned with sea salt and will maintain a long shelf life due to its traditional drying process of smoking and sun drying.

Our design team hopes to successfully launch a recognizable fish snack company under the Umami name. In this strategy, we want to introduce to our Western audience to a tastier way of enjoying fish, without the queasiness that comes with the imagery of its real-life ocean dwellers. We want everyone to enjoy fish and benefit from the proteins and good fatty acids associated with fish.

It may be fish but it’s delicious, fully prepared and convenient for on-the-go snacking or comfortable leisure in your home!

Needs

Strategy

Audience

Umami fish snacks aim to introduce a convenient manner of receiving the health benefits of fish for those with a sensitive stomach or taste palette. Many people who refuse to even look at fish miss out on the healthy proteins and fats that are contained in fish such as omega-3 fatty acids, which improve cardiovascular health and reduce tissue inflammation. Already a delicacy in many Asian countries, Umami fish snacks plans to introduce its range of food products to the Western world. In addition, a low sodium fish snack line is available for those with health concerns.

The Umami fish snacks will come in an attractive packaging that resembles a fish, along with the undulating waves of the ocean. The form of a fish allows it to move in a streamline form and fit into narrow crevices when being followed by an enemy. The curvature will benefit the fish snacks by delegating some of the weight of the snacks to the sides of the box, preventing the crushed pieces at the bottom that often occur with boxed dried foods. The snack size container has a dimension of 3.1 x 2.5 x 5.42 cubic inches. The box will be made out of dried bagasse pulp, which decompose by the end of four months. Bagasse require air and moisture to break down so its decomposition process works best when placed in a compost bin. This saves the packaging from simply ending up in the landfill, where it would take longer for bagasse pulp to break down.

Umami fish snacks are aimed at both children and adults who usually do not eat fish. While not a gourmet food, Umami fish snacks are meant for everyone, regardless of economic status. The affordable snacks can easily replace the chips and cookies that litter the shelves of our supermarkets. Children will enjoy the likeness of the cartoon fish that the snacks are shaped into, without suspecting a thing! Adults will equally gravitate to the snack because it is both delicious and contains nutritious elements. Avid enthusiasts of superfoods will enjoy it as well as niche groups that already eat the delicacy due to its attractive and eco-friendly packaging. Due to Umami’s eco-friendly stance, these snacks will only be marketed along coastal areas, in order to prevent the use of fuels for further transportation.


INTRODUCTION

MISSION STATEMENT

Umami is a food company that specializes in creating fish snacks that appeal to all demographics. Manufactured in a slick, ecofriendly packaging made from bagasse fibers and designed to appeal to picky eaters, Umami fish snacks are a healthy alternative to typical junk food. We use traditional solar and smoke drying techniques to maintain the freshness of our product. These tasty snacks contain the same nutrients found in tuna fish, but in a convenient and more attractive item that is suitable for people that are in a rush. There should not be an excuse for why you can’t eat healthy if you are low on time! Savor Umami fish snacks!

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INTRODUCTION

DESIGN ANALYSIS

8

Introduction

Problem Statement

Objectives

Umami fish snacks is intended to introduce an Asian delicacy to Western audiences of all ages as an alternative to junk food. Umami fish snacks will be packaged in eco-friendly bagasse fibers that are biodegradable and work as effective storage units for the snacks. The designer is tasked with researching the best material and form of the packaging, as well as creating an effective graphic standard for brand recognition and promotion.

With so many unhealthy options for snacks out there, it is no wonder that the obesity rate in America is at an all-time high. Umami fish snacks intends to fill the void of affordable and healthy superfood snacks by providing the nutritional benefits of fish in a convenient and already-prepared product. Despite many people not being accustomed to eating fish, Umami fish snacks are marketed for anyone to enjoy the savory taste that emulate from the chips. There is a higher chance of someone eating a ready-made snack as opposed to a longer process of preparing your own fish meal.

We will begin small by setting up pop-up shops at farmers markets and distributing promotional material. The mission of Umami is to introduce the idea of fish snacks to the coastal areas first, within a year of the product launch. Umami boats will transport the fish snacks to local sellers and supermarkets one year after launch, and it is up to the consumers to purchase them. The following year, we plan to expand the line to the rest of the mainland by transporting our fish snacks via truck units. By this time, we will be also building a mainland headquarters unit to serve the rest of the regions of America.


INTRODUCTION

Methodology

Evaluation

Project Summary

Year 1: Coastal Pop-up Shops

We will be following the launch of Umami fish snacks very closely to ensure everything is run as efficiently as possible. We will be scheduling meetings with our employees once a month in order to share any data, trends, and other information regarding the distribution of our product as well as the feedback from customers.

Based on extensive research, we have high confidence that Umami fish snacks will be popular enough to have a place on store shelves throughout the country. In today’s current market, consumers care about what they are eating and whether they are being provided with necessary nutritional elements. Umami fish snacks will prove to be a niche superfood that will gradually take its place amongst the popular chips and cookies that do not provide as much health benefits.

Umami fish snacks will first launch their product with pop-up shops set up along the West Coast. They will provide samples and promotional material to interested customers. The merchant will also gather a list of emails to send information about more locations that will be selling Umami fish snacks to consumers. Our workforce will consist of fishermen, factory workers, and sales associates/merchants.

Year 2: Supermarket Launch Umami fish snacks will be on store shelves by the end of the second year of circulation. Our factory space will also increase with this expansion. Made in eco-friendly bagasse fibers, the product should be a bigger hit once its reputation as a superfood is known by a wide demographic along the West Coast. We will also distribute the fish snacks by our Umami boat that is used to directly catch the fish for our products.

Year 3: Inland Expansion Our next goal is to launch Umami fish snacks to the rest of the inland population. We will be using our Umami hybrid vehicles to distribute the fish snacks to loyal customers that traveled to the coast in our early days of circulation. We will also launch a second headquarters and factory on the mainland if the demand increases. We expect our workforce to reach around 1,000 total employees, distributed throughout the coast and inland.

Our evaluators will be UC Davis graduate students that specialize in Economics and Statistics. They have the innate skillset to determine our best performance as a business as well as what opportunities we should make to increase visibility of our brand. Our definition of success is the continued support of customers that come back to purchase Umami fish snacks, and the call to distribute Umami fish snacks in a location that previously had not been explored by our units. Data for our objectives will be collected through the use of surveys that will be given out by merchants and sales associates whereever we distribute Umami fish snacks. There will also be surveys and feedback pages on our online website that can be accessed by mobile devices as well. We will also hold focus groups and taste tests throughout the year as we perfect the trademark savory taste of Umami fish snacks.

We will approach our product launch with a slow, localized unit before expanding throughout the West Coast and eventually, nationwide. This ensures that we are not exhausting all of our resources as our product’s reputation is getting more known. We would like our customers to come find us first, before we have enough resources to come to them. One of the issues we may encounter with our product is the bagasse packaging affecting the taste of the fish snacks once it begins to melt at high temperatures. Bagasse is a high tolerant material of heat, so we are confident these issues will not be prevalent while temperatures are moderate to warm. Some of our early comparison tests between dried fish snacks and regular fish showed that many individuals prefer eating dried fish snacks mainly due to convenience. Numerous consumers also enjoy the smoked flavor of dried fish snacks more than regular fish. With these topics in mind, we are determined to confront our challenges and ensure that Umami is a brand that well represents quality, user-centered appeal, and eco-friendliness.

9


CASE STUDIES 10


11


BIOMIMICRY CASE STUDIES

TREE SPIRALS

Background

Form/Pattern

Biomimicry

Sustainability

The Vitalis bottled water company was faced with a challenge of creating a water bottle that would use the least amount of polyethylene terephthalate (PET) as well as giving themselves a prominent brand for global consumers. Previous water bottle standards were faced with creating water bottles that lowered the use of PET synthetic material, thus keeping the bottle lightweight. This was accomplished by creating bottles with horizontal structures, which added more strength while decreasing weight. Vitalis wanted to deviate from this formula and turned to the form of the pine tree for inspiration. The twisted spiral structure of the bottle contributes to both vertical and horizontal resiliency, while also giving the bottle its curved stature.

The Vitalis water bottle improves on the typical structure of PET water bottles by adding curves and twists to the previous rib-like structure of past models. As a result, it accomplishes the rare task of both providing a lighter, stronger PET water bottle, while also visually contributing to the company’s brand. The angles of the helix forms seen on the bottle are placed at angles that strengthen the bottle’s resiliency against added weight and compression in the vertical, horizontal and, diagonal directions.

The formation of the Vitalis water bottle takes cues from the twisting trunk textures of the pine tree. Much like the functions of the pine tree, the helical structure is used on the bottle to provide strength against added weights and pressure from both inside and outside the bottle. The spiral pattern makes strength a factor in two dimensions rather than just one like previous water bottle designs.

Using less PET on the production of the water bottles, Vitalis was successful in improving the model of the basic eco-friendly bottle. These redesigned bottles are 100% recyclable and are estimated to save 250 tons of excessive raw material each year compared to the manufacturing of old models. Overall, these lighter bottles are successful in paving the way for sustainable drinking water as well as the branding of Vitalis. Thus, Vitalis can be perceived as the lightest and most visually stunning PET water bottle brand available today thanks to the principles of biomimicry.

Sources http://www.discoveryofdesign.com/id138.html http://www.asknature.org/product/b5dc4030c48e41b03442d34aecdf46b4 http://www.industrysourcing.com/articles/246149.aspx

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BIOMIMICRY CASE STUDIES

SUNFLOWERS

Background

Form/Pattern

Biomimicry

Sustainability

Researchers from MIT and Germany’s RWTH Aachen University have patented a new layout for constructing solar power plants. PS10 is a concentrated solar power plant located on the outskirts of Seville, Spain. More than 600 giant mirrors surround a towering pillar, all facing the sky. These mirrors reflect sunlight to the pillar, which generates electricity for thousands of homes nearby. The mirrors, also known as heliostats, are arranged in rows that are modeled after the formation of a sunflower. This allows for the mirrors to take up as little land as possible, while also preventing the adjacent mirrors from shading or blocking their contact with light rays.

The mirrors of PS10 are arranged in spiraling rows that tilt towards the pillar for optimal light ray reflection. From above, it looks like the rows of mirrors are positioned in concentric circle formations. Each of the mirrors is position at 137 degrees, in relation to their neighbor. This staggered formation ensures that each mirror is able to reflect sunlight towards the central tower without being shaded or covered by a neighboring mirror.

The formations of the mirrors of PS10 are based off of the spiraling patterns seen within the florets of sunflowers. Each floret within a sunflower is angled at a slight alteration in relation to its neighbors in order to capture the most sunlight. The strategically angled mirrors also results in less land being utilized for the power plant, a nearly 20% reduction in space compared on initial layout designs. This spiral pattern, which Greek mathematicians referred to as the Fermet spiral, utilizes the “golden angle” of 137 degrees.

Modeling solar power plants after the formation of the sunflower will not only provide optimal light ray absorption, but it may also save the excess grants of land usage. Green energy will be following this model throughout the future as well. The Ivanpa solar plant is proposing to use the Fermet spiral formation plans in order to adequately build more than 150,000 heliostats within a 3,500 acre space.

Sources http://www.fastcoexist.com/1679206/sunflowers-inspire-a-new-innovation-in-solar-power http://www.huffingtonpost.com/2012/01/12/sunflower-spiral-solar-power-plants_n_1202299.html http://www.news.wisc.edu/20967

13


BIOMIMICRY CASE STUDIES

SPIDER WEBS

Background

Form/Pattern

Biomimicry

Sustainability

Ornilux is a company that specializes in making a specialized glass that ultraviolet light. This UV-reflective coating cannot be seen by humans, but is viewable by birds. This allows the decrease in avian fatality rates since more than 300 million birds are killed annually when they strike the windows of buildings. With Ornilux glass, birds are able to perceive the glass barrier while humans will still see a preferable transparent window.

Using the spider’s stabilimenta as a prime example, The Arnold Glas company came up with the innovative Ornilux Bird Protection Glass. The coated layer of UV-reflected material would sandwich the glass that normally absorbs UV light. The pattern of the coated material is similar to the spider’s web in its usage of crisscrossed lines set at various angles. This form was found to be the most effective in preventing bird impacts as well as maximal UV light reflection.

A spider’s web has both intricate yet sustainable strengths in its form. The Ornilux glass was conceived over a spider’s intricate technique in constructing webs. Spiders rely on their web-making ability in order to capture prey. While resilient, spider webs are prone to destruction when animals such as birds or large mammals strike or trample over them. As a result, spiders weave stabilimenta into their webs. Stabilimenta is a silky pattern that reflects UV-rays, of which birds can see. This allows the birds to avoid flying into the spiders’ webs, and saving it from imminent destruction and habitat loss.

Ornilux has already been used in practical environments such as business buildings and public spaces. The Hellebrunn Zoo in Munich, which has had a history of bird strikes near its glass structures, reported no bird strikes within the first few months of installing Ornilux glass panes. In 2011, the Leadership in Energy and Environmental Design created a green building rating system that takes into account bird strikes prevention. Moreover, the glass panels themselves still allow optimal natural light in as usual with no visible distractions within the window panes themselves since humans do not have the ability to view the UV-reflective material. This form of strategic design may see an upward trend as more green buildings rely on the free energy from the sun to provide light and building electricity.

Sources http://ben.biomimicry.net/curricula-and-resources/university-curricula/case-study-ornilux http://www.ornilux.com/

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BIOMIMICRY CASE STUDIES

BOX FISH

Background

Form/Pattern

Biomimicry

Sustainability

The prominent car brand, Mercedes-Benz, were looking for inspiration to base their next energy-efficient vehicle in the market on. The result was a groundbreaking concept that was high on fuel efficiency and low on weight and acceleration time. While not yet a fully realized product for the market, the “Bionic” concept car remains influential in how Mercedes has begun to rethink of the design of its vehicles in order to create an eco-friendly vehicle that is both practical and affordable.

Building on the appearance of the boxfish, I was drawn to its prominent black spots that make up its tropical skin. Just like the outer streamlined body of the fish, its patterns are equally as fluid and allow the boxfish a distinctive appearance amidst an ocean of sea creatures. I am inspired to utilize this curved form for the next step of the project packaging.

Mercedes’ Bionic concept car takes cues from the boxfish (Ostracion cubicus). With a very geometric shape, the boxfish is surprisingly a streamlined creature whose body is designed to have air flow around it rather than against it. This allows for the boxfish to achieve higher aerodynamics when swimming. The exterior skin of the boxfish also consists of plated bones in the form of hexagons, which gives the boxfish resiliency without any added weight. The Bionic car concept borrows from the boxfish charactertistics by creating an exoskeleton shell that mirrors the boxfish’s bony plates, allowing it to have a stronger defense in the event of a car crash.

With minimal energy needed to accelerate the Bionic car concept as well as less material needed to construct its frame, less fuels will obviously be needed to power the vehicle. Due to its compactness and streamlined form, the concept car would consume 20% less fuel and 80% lower nitrogen oxide emissions.

Sources http://www.worldcarfans.com/10506078963/mercedes-benz-bionic-concept-vehicle http://www.popsci.com/aerodynamic/article/2005-08/fish-inspired-car

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LOGO DESIGN 16


INTRODUCTION With my product packaging, my initial intent was to come up with a concept that was both eco-friendly and user-friendly to the audience I wanted to cater towards. I think it is important today to not only be innovative with a new product but to also appeal towards greener ways of living and producing less carbon emissions in the process. I wanted my product to reinvigorate the business it was nested in. This product would not necessarily become a monopoly over its competitors, but it was hopefully going to have its target audience willing to try new things and give the brand a chance. I felt that the food industry would be a great path to explore in terms of establishing a new and trustworthy brand name.

17


LOGO DESIGN

PROPOSALS One of the first ideas I conceived of in the beginning stages of this project is improving on the packaging and design of fast food containers. There is an excessive amount of waste that results from the fast food industry and I wanted to come up with a product that utilized less packaging and was composed of material that was less detrimental to the environment, such as upcycled paper or other material that would decompose in a short amount of time when taken to the dump. In addition, I wanted to provide a healthier alternative to the typical fast food menu that was saturated in fats and sugars. I wanted the food choices to consist of organic ingredients as well as fruit drinks and vegetable snacks that would be enjoyed by most people who want a healthy alternative. My sketches began with the packaging itself. They were based off of the concept of fast food order meals that usually come with a burger, a side order of fries, and a drink. Each one of these products currently comes in its own containers, but I wondered if it did not have to be that way. It would be both convenient and eco-friendly if the packaging was all part of the same apparatus, like a convertible tv dinner. I did not spend too much time on these ideas because I felt that I had more of a realistic endeavor exploring other avenues of food packaging.

18


LOGO DESIGN

PROPOSALS

My other proposals were based on the appeal of well-known yet niche food item. Waffles are a staple of many household breakfasts. I wanted to create a gourmet line of waffles and perhaps release them in conjunction with a restaurant franchise. These waffles would be ser ved not only during breakfast, but along with popular lunch and dinner items. Another idea I had was the branding of dried fish snacks. These

are a prominent delicacy in many East Asian and South Asian countries and I felt like it could take off in America amidst the height of the superfood trends. Many people who dislike fish have stated that they prefer dried fish because it is easy to eat and much more appealing to them as a smoked delicacy. I used the term “Umami� since it referred to the savory sense in Japanese culture. Fish is a well-known trigger of this sense, so it made sense to couple them together for a possible food product.

19


LOGO DESIGN

SKETCHES I eventually settled on pursuing a fish snack product based on the potential to introduce this product to an American audience who would possibly enjoy it thanks to its nutritional value as well as the preference of casual snacking. For the logo, I explored many ways of interpreting the image of a fish alongside the Umami name. I experimented with both the salient forms of a fish and the defining attributes of the letterforms themselves. I was motivated to figure out a way to create the image of a fish by playing with the negative spaces found in proximity to the letters that made up Umami. I was also drawn by the relative wavy trends that I sketched in some of my designs and wanted to have that reflected in my logo in regards to the product I was going to market. I utilized a scripted calligraphic form and analyzed if this would be successful in relating the Umami name to the characteristics of ocean waves.

20


LOGO DESIGN

SKETCHES After numerous iterations and subtle changes with my sketches, I went forth with presenting my logo ideas to the class. After getting feedback over them, I proceeded to reproduce the favored sketches on the computer using Adobe Illustrator.

21


LOGO DESIGN

umami

umami umami umami umami umami umami SAVORY FISH SNACK

SAVORY FISH SNACK

SAVORY FISH SNACK

SAVORY FISH SNACK

SAVORY FISH SNACK

REFINEMENT

umami umami umami umami umami umami

22

um um um um um um um um um

SAVORY FISH SNACK

mi mi mi mi mi mi

SAVORY FISH SNACK

umami SAVORY FISH SNACK

Design #1

Design #2

My first designs of the Umami logo favored the image of a face within the counter of the letter ‘a’ in Umami. This was difficult to understand for those that I showed this too. As a result, I explored other variations that I thought of in my sketches.

umami umami umami

umami umami umami umami umami umami

umami umami umami

I experimented with my script idea by coming up with a custom letterform that contained the ocean wave motif that I wanted to include in my logo. Unfortunately, while bold and playful, the letters were difficult to perceive for many, with some saying it read like “Umamu” or “Imami”. I eventually decided to scrap this idea and instead utilize a reliable typeface for the logotype of the Umami brand.

umami

umami

umami umami umami umami

umami

umami

umami SAVORY FISH SNACK

SAVO

u u u

SAVORY FISH SNACK

umami

um

SAVORY FISH SNACK

um mi um um mi

Design #3

um mi um um mi

Utilizing sans-serif typefaces, I came up with these variations of the Umami logo while still including the negative space depiction of a fish. While recognizable, one comment I received from these designs was that it looked too similar to the Safeway logo, due to the curvature of the symbol and the red spot color. I decided to work upon this design in order to make my logo standout while also remaining iconic to my demographic for the Umami brand.

umami

umami

umami

umami

umami

umami

umami umami

umami umami

umami

umam

umami


LOGO DESIGN

umami SAVORY FISH SNACK

umami

uma

SAVORY FISH SNACK

SAVORY FISH

REFINEMENT

mi mi

umami umami

umami umami

umami umami

umami

I went back to Illustrator and produced a more fluid figure of the fish from one of my earlier computer renderings (Design #3). I emphasized the details within the tail in order to allude to a possible package prototype I was thinking about that would involve a latch or handle. This design was a step closer to the final logo, but had to be refined a little more in order to result in a streamlined fish image.

um mi um um mi

umami umami

umami umami

umami

With slight modifications, I made the fish figure appear more rounded and omniprescent as an iconic logo. I experimented with letter kerning and typography in order to find a font that best represented the Umami brand I was promoting. For the final logo design, I minimized the symbol size in relation to the type and went with a light weight sans-serif font in order to contrast with the bold strokes of the fish symbol.

umami

umami

23


LOGO DESIGN

FINAL LOGO

24

My final logo reflects both the fluid structure of a fish and the inherent sensations of savory flavors due to the blood orange color palette. The graceful strokes of the fish present a welcoming contrast to the round yet linear form of the Avant Garde typeface that makes up the logotype. I incorporated all lowercase lettering on the logotype in order to maintain the curvature of the lowercase letters as well as a uniform line height. I strove to define the round qualities of the logotype by adjusting the kerning between each letter in order to provide the illusory wave motif that was prevalent in previous drafts of the logo.


LOGO DESIGN

25


GRAPHIC STANDARD 26


INTRODUCTION The subsequent pages are standard guidelines for the proper usage of the Umami brand. This graphic standard serves to ensure the proper representation of Umami to consumers and clients alike. Following the standards detailed in this manual will ensure consistency and clarity in how the Umami identity is perceived. Creative liberties are granted in terms of using the Umami brand throughout various media such as business cards and transit advertisements. Please refer to this guide when using the Umami graphic identity.

27


GRAPHIC STANDARD

DIMENSIONS

a

The minimum size for the Umami logo is one square inch. This guarantees readability and recognition of the Umami name and brand.

a a

When using the Umami logo, adhere to the measurements of clear space needed around the logo. This ensures proper recognition and usage within any media that the Umami logo is used. The minimum amount of space around the Umami logo is equal to the height of the lowercase “u� that is used on the logo itself.

a

a

a a

a

1 IN

a umami a

a

1 IN

a

28


GRAPHIC STANDARD

COLOR USAGE The main Umami logo consists of a stroke image of a fish with the company name at the bottom. These are the only acceptable uses of the Umami logo on all packaging, marketing material, and merchandise of Umami. In addition to primary color palette, there is one secondary color use as well as black and white and grayscale of the Umami logo. The secondary alternate color is used to designate a low sodium version of the Umami fish snack. These alternate Umami logos can be used in lieu of adequate space or color printing of the primary color scheme.

MAIN

GRAYSCALE

ALTERNATE COLOR

SYMBOL ONLY

umami umami umami REVERSE BACKGROUND

REVERSE ON BLACK BACKGROUND

ALTERNATE REVERSE

LOGOTYPE ONLY

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GRAPHIC STANDARD

COLOR PALETTE Primary The primary color palette consists of Pantone 7579-C and Pantone Black-C, both from the Pantone CMYK Coated color book. Pantone 7579-C is used on the logo of Umami while Pantone Black-C serves as the text color.

PANTONE 7579-C

PANTONE BLACK-C

Secondary

PANTONE P 178-6 C

The secondary color palette consists of Pantone P 178-6 C from the Pantone CMYK Coated color book. Pantone P 178-6 C is used as a substitute for grayscale printing. Pantone P125-13C is used as an accent color as well as a color scheme for an alternate low sodium flavor of the Umami fish snack.

PANTONE P 125-13 C

30

CMYK

HEX/RGB

C: M: Y: K:

HEX: R: G: B:

3 83 95 0

#E9512C 233 81 44

CMYK

HEX/RGB

C: M: Y: K:

HEX: R: G: B:

0 0 0 100

#231F20 35 31 32

CMYK

HEX/RGB

C: M: Y: K:

HEX: R: G: B:

46 36 49 0

#959696 149 150 134

CMYK

HEX/RGB

C: M: Y: K:

HEX: R: G: B:

66 0 27 33

#319C9F 49 156 159


GRAPHIC STANDARD

TYPOGRAPHY ITC AVANT GARDE GOTHIC STD MEDIUM

ABCDEFGHIJKLMNOPQRSTUVWZYZ abcdefghijklmnopqrstuvwxyz

ITC Avant Garde Gothic Std Medium is the main style typeface used in all the headers, subheaders, and body copy content that are part of the Umami brand.

0123456789!@#$%^&*+;;,

ITC AVANT GARDE GOTHIC STD BOOK

ABCDEFGHIJKLMNOPQRSTUVWZYZ abcdefghijklmnopqrstuvwxyz

ITC Avant Garde Gothic Std Book is used as the typeface within the Umami logo. All headers and subheaders utilize this typeface as well.

0123456789!@#$%^&*+;;,

ITC AVANT GARDE GOTHIC STD EXTRA LIGHT

ABCDEFGHIJKLMNOPQRSTUVWZYZ abcdefghijklmnopqrstuvwxyz

ITC Avant Garde Gothic Std Extra Light is used only within the business system format for the return address, specifically the letterheads, #10 envelopes, and business cards.

0123456789!@#$%^&*+;;,

31


GRAPHIC STANDARD

UNACCEPTABLE LOGO USAGE

32

Stretching and distorting

Increasing symbol size relative to logotype

Rotation of symbol

Rotation of logo

Wrong typeface

Wrong color

Repositioning logotype

Outlining logo


33


BUSINESS SYSTEM

LETTERHEAD The standard letterhead is printed on 8.5 x 11 inches paper that is made from 100% post consumer waste. The Umami logo is positioned in the top left corner of the front of the paper, with the business address added afterwards. On the back of the letterhead, only the Umami symbol is shown in the form of a pattern, utilizing a grayscale background and positioned at the indicated margins. It will also be using 80% opacity in order to prevent color bleeds to the other side of the page. Please refer to color usage for using appropriate spacing and colors when incoroporating the Umami logo.

0.5 IN.

2 IN.

2 IN.

80% OPACITY 3 IN.

0.5 IN. January 1, 2015 Umami Fish Snacks 1234 Savory Way Davis, CA 95959

1.5 IN.

8 PT

To Whom It May Concern, Et fuga. Nam re dolorum quatemp orerfero imi, is aut ditium, quos moluptatem incium aut audaeprae. Ga. Gendi comnia veles aut evero tem eumenec uptate volupta escient, quiatusam earum quidit lit utem nimolup taquias es maximillo que volorro temporeiur serum doluptatem. Uptaquid moles esto ius digenti accullia quiat. Ur magnatur? Torum adisimet dolupti berchil exeribus doluptam as consernam debis ut millore ex et quibusa eperovitat quia etus etur re nis am rem veriorunt et, conecus con restruptur as sequi qui aceperunt volorehenis aliquia estibus simagni magnam id et odigeniscim aspicite voluptaque porest, idel iur ma aut inverovitae. Ximodit aerferum aliquistota sequi ra suntusam dolum, quo ea aut. Odion nessum vellique aut arum rem apisquia volo quam autatio con repres et quas esed quam quaerum fugias di qui dollaut dolut ullest, simaior istotatet rerumqui dest, cuptaqui volor sandi tem culla quas iumquo ima asitemque eles molorec torruptati alit a sit versped et dVitat pos con re pore etur accae. Nequi omnihic ienditas simos autatius illabor eperept aescid quia quate nimus.

11/16 PT

1.5 IN.

4 IN.

Sincerely,

8 PT Chris Ancheta

2 IN.

FRONT

34

2 IN.

BACK


BUSINESS SYSTEM

ENVELOPE Business envelopes are of the #10 variety, with dimensions 9.5 x 4.125 inches. The front of the envelope consists of the Umami logo and return address on the top left corner. The recipient’s name and address is displayed in the middle. The Umami symbol pattern will be displayed on the right side of the envelope’s front face. The edges of the envelope’s flap are curved, following the motif of the Umami fish logo. The envelope’s flap and inside are colored Pantone 7579-C, with 60% opacity on the interior. You may also seal the envelope using an Umami merchandising brand sticker.

BUSINESS CARD Umami Fish Snacks 1234 Savor y Way Davis, CA 95959

John Doe 123 Main Street San Francisco, CA 98765

The Umami business cards are printed on 100% post consumer paper with a dimension of 3.5 x 2 inches. The front of the business card will consist of a background Pantone 7579-C color. The alternate white on Pantone color Umami logo will appear with the specified spatial dimensions listed. The back of the business card will consist of a pattern of the Umami symbol on the left side. The right side will contain the contact info of the Umami employee.

3.5 IN. 1.35 IN.

1.35 IN.

2 IN.

umami

0.35 IN.

0.35 IN.

0.2 IN.

1.3 IN.

Christopher Ancheta

12 PT

FOUNDER

cj an ch eta@u cd avi s.ed u (408) 123-4567 u m am i f ish .co m

9 PT

0.32 IN. 0.8 IN.

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MARKETING APPLICATIONS 36


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MARKETING APPLICATIONS

WEBSITE Umami has its own website that can be accessed at http://www.umamifish.com via computer. The website contains strong visual hierarchy and caters to its audience by containing helpful info on where one may find Umami fish snacks, the nutritional value of its snacks, as well as a contact center.

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HOME ABOUT US

Write to Us

OUR FOODS

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DISTRIBUTION

umami

NUTRITION CAREERS CONTACT

Follow Us

HOME ABOUT US OUR FOODS DISTRIBUTION

MOBILE APP Umami’s website is also responsive, which means it can be accessed on mobile devices like tablets and smart phones. The color scheme and layout is essentially the same, but with more conserved space in order to fit the salient content within the screens of your mobile device.

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MARKETING APPLICATIONS

BUS SHELTER Umami advertisements will be seen at various bus shelters. The passengers who wait for the bus will be drawn to the aesthetically pleasing ad due to the appetizing color and the minimalistic logo design. The slogan and a link to Umami’s interactive website will also be visible on this poster.

Savor the snack. Learn more at umamif ish.com

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MARKETING APPLICATIONS

TRANSIT The Umami logo will be included on vehicles that are used to produce and transport the fish snacks. Umami trucks will have the default logo with the logotype together on the side of the truck using the inverted color scheme. The fishing boat will have both the symbol and the logotype at either of its ends. Open space around the logos must follow the dimensions specified in this manual.

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MARKETING APPLICATIONS

REUSABLE BAG If you take a tour of the Umami office, make sure you take advantage of the freebies that you may receive during your visit. One of those freebies includes this Umami shopping bag that is reusable and prevents the constant reliance on wasteful plastic bags. The bag, which comes in either the primary or the alternate color scheme, is decorated with the Umami logo as well as its slogan and a promotional tool to bring awareness to its interactive website. The Umami reusable bag represents the eco-friendly foundation of the Umami fish snack company and its mission to deliver the best quality food without compromising the natural habitat.

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mamif ish.com

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MARKETING APPLICATIONS umami

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STICKERS Inside a package of Umami fish chips, you will find a random sticker. The variations of stickers that can be collected consist of the Umami logo, typeface, and symbol. All stickers follow the proper color palette consisting of primary and secondary colors outlined in this manual.

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MARKETING APPLICATIONS

T-SHIRTS Umami t-shirts are fashioned using non-toxic water-based inks and 100% organic cotton. In order to prevent the excessive use of transportation, Umami t-shirts are only sent out within a local radius of 20 miles. These t-shirts come in the classic primary and secondary color schemes with both original and inverted background options. They are unisex and accomodate all sizes.

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PACKAGING 44


INTRODUCTION The packaging for the Umami fish snacks is first and foremost an eco-friendly process that does not intend to create more waste than is already being generated. The intertwining goals of Umamo fish snacks is to introduce a previously unorthodox Asian delicacy to the Western audience by a means of a sleek and green product campaign.

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PACKAGING

CURRENT MARKET Umami fish snacks is offered as an alternative to potato chips, salty crackers, and sugary cookies. These food items contribute to the high childhood obesity rate in this country. In addition, many of these junk foods are filled with artificial flavors and ingredients, which hold very little nutritional value. The Umami fish snack is one healthy alternative that not only tastes delicious, but it is affordable and located in many coastal hot spots. In regards to packaging, most chips and cookies brands rely on plastics with interiors that contain foil lining in order to keep the food contents dry and in a temperate container. While the design works to preserve the food, it is not entirely environmentally friendly and once it is inevitably sent to the landfill, it may take hundreds of years for the plastics to break down into small dust particles since they do not decompose at all. In addition, the packaging is not creative and the contents are susceptible to getting crushed, especially the items that lie on the bottom of the packaging. The Umami fish snack packaging aims to improve on this structural flaw.

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Many potato chip and cookie brands contain an excessive amount of fats and sugars.

The current packaging of fish snacks imported from Asia are not eco-friendly and are in a lightweight plastic container that could easily have the contents crushed inside.

One flaw of the current packaging of chips and cookies is the use of non-biodegradable plastics, such as seen in the packaging of Goldfish crackers.


PACKAGING

BAGASSE Bagasse is a fibrous material that comes from the sugarcane plant. This dry material is leftover once the sugarcane plants undergo an extraction process that removes the juices from the plant, leaving behind the bagasse fibers. Since bagasse comes directly from nature, it is entirely biodegradable and is a noted material for food packaging.

Bagasse is a biodegradable substance that can be easily molded into various shapes and has a high tolerance for hot temperatures.

Sugar cane plants contain a leftover fibrous material known as bagasse after its juices are excavated from the stalk.

Bagasse is already being used for various products such as food packaging and printing paper.

Bagasse is already being used as base material for printing, buildings, eating utensils, and boards. It has the ability to biodegrade faster within a compost setting with the help of adequate air and mositure, as opposed to a landfill. This can possibly encourage the consumers to maintain a compost bin with their bagasse packaging instead of contributing to the enormous garbage centers. Bagasse fibers also have a high heat resistant tolerance which makes it a great material for storing hot meals and drinks. Overall, bagasse has the material resiliency and low carbon footprint that would be a suitable component for the Umami fish snack packaging.

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PACKAGING

SKETCHES

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My initial sketches for the Umami fish snack packaging were appropriately inspired by the form of a fish and ocean waves. I wanted to come up with a biomimicry packaging that housed both streamlined content and user-friendly form that was perfect for on-the-go snacking and transport.


PACKAGING

PROPOSALS I narrowed down my ideas to a few more detailed sketches as well as rough layouts of how the packaging would look like when laid out flat. I also thought of a few materials that I could use in presenting the final prototype, with cardstock being a likely option.

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PACKAGING

PROTOTYPES I started making prototypes out of bond paper in order to get a feel of the folds and creases that will be required for the final product. One of the challenges I came across was coming up with an effective latch to reseal the top opening of the box so that the contents would not spill. In addition, I was making prototypes that were larger than the snack-size product I intended to market. Even if I were to find a perfect dimension size during this stage in the process, I may run into some difficulties replicating the measurements on a scaled-down model or with a thicker material.

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PACKAGING

PROTOTYPES Inspired by the biomimicry of ocean waves and the form of a fish, I came up with a mock-up of what I wanted the final Umami packaging to resemble. While most of the walls and tabs fit together nicely, I realized that I did not accurately measure the lengths of the closing latch. It came up too short so that the box would not close up. Luckily, after putting the mockup together, I was able to measure how many snack servings the package could hold, and it came out to be approximately two servings. This went well with my original concept of having a snack size container, since most individuals would likely consume the product in one sitting or share it with a friend. I decided to keep the dimensions of this mockup for the final product. I crafted one more final prototype to inspect the letter size and readability. With some minor adjustments, I made a final packaging design that reflected my observations and usability.

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PACKAGING

FINAL PRODUCT For my final product, I came up with two versions of the Umami fish snack: one with the original Umami flavor while the other alterative product was a low sodium variation. I used the primary and secondary colors that were outlined in my graphic standard. I also made sure to include information on how to contact the Umami fish snack center and the website. With a biodegradable container, I also included the universal symbols for biodegradable and compostable packaging on the bottom of the container’s right side. Since the fish snacks were also made out of natural ingredients without any preservatives or pesticide usage, I also included the symbol indicating this product is organically produced.

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PACKAGING

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Chris Ancheta Umami Fish Chips Design 116 Summer 2014


Profile for Chris Ancheta

Umami Fish Snacks Process Manual  

Process manual for Umami Fish Chips, a proposed eco-friendly packaging design for fish chips.

Umami Fish Snacks Process Manual  

Process manual for Umami Fish Chips, a proposed eco-friendly packaging design for fish chips.

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