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Process Manual


Table of Contents Introduction 00 Biomimicry 02 Logo Design 08 Graphic Standards 16 Packaging Design 26


Introduction Objective: Design a mark, graphic standards manual, and packaging for a grocery product that is an Environmental cleaning product Over the Counter Health Product Dry Food item (excluding cookies or dry cereal boxes) Through multiple, conceptually linked projects use research to help develop concepts to ensure optimal product execution and good audience reception. Challenge yourself and explore abstract notions as well as pictographic ones. This project requires the close examination of form and meaning as well as a great amount of research.


Choosing a Product Coffee Beans/Creamer As someone who drinks a lot of coffee this was a natural first choice for me. I decided against it though due to the fact that the market is already saturated with coffee products.

Soap Soap also seemed like a solid product choice because there are so many different kinds (bubble bath soap, moisturizing, bar soap, gels, etc) however soap was another product that already has a large market and I wanted more of a challenge.

Juice A juice product was another idea that I really liked because I could use a variety of different fruits and use a lot of bright colors. In the end I chose not to go with this product however.

Trail Mix/Granola In the end I chose to design a logo for trail mix since it seemed like a fun and interesting product to design a logo for. While trail mix or granola-like snacks are a growing market, I felt it was small enough for me to create something unique.





Case Studies Biomimicry is the design and production of materials, structures, and systems that are modeled on biological entities and processes. In order to begin our project we first had to find examples of biomimicry to start our brainstorming of packaging and product design. Though I didn’t end up using a particular element from these case studies for my product, they were a jumping off point from which I worked from.


Deborah Bazsuly DES 116

Biomimicry Case Study: Banana Leaves

Due to their large size, flexibility, and waterproof surface, banana leaves have a wide array of uses. The leaves can be used for cooking, wrapping, plates for food serving, shelter, and even as a writing surface. They also have medical benefits as they contain an enzyme which can be used to treat Parkinson's disease. Ancient Egyptians used the leaves to dress wounds, using the mashed fruit as a poultice and then wrapping the leaves around it.

This pattern mimics the look of layered banana leaves, as if used for a shelter. Due to the leaves large size and water resistance they lend themselves a variety of uses, including architectural.

EcoWay uses the flexibility and availability of banana leaves to package food. The leaves have a waxy surface which is perfect for slightly wet or greasy foods. The leaves are also very pliable, and easily adapt themselves to various types of packaging. EcoWay does not use glue either and instead rely on the natural perforation of the material to allow packages to be opened easily.


Deborah Bazsuly DES 116

Biomimicry Case Study: Coconuts

Found mostly in tropical and subtropical areas, coconuts are well known for their variety of uses, including both culinary and non-culinary. Coconuts are unique in that virtually every part of the coconut can be used in some manner, including the husk, shell, leaves, trunk, and roots. These elements can be used for food, shelter, and even fuel. This usefulness is apparent in the Malayan phrase for coconut tree, "pokok seribu guna", which translates to "the tree of a thousand uses".


This pattern illustrates the coconut shape as a whole and when cut in half.

Coconut fiber is used to protect fruits and

Although coconuts can be used on their own for a variety of uses, cutting the shell allows for more possibilities, including dinnerware, storage container, and other utensils.

type of packaging was a response to the wastefulness brought on by the large consumption of coconut water in Brazil as well as the large number of produce lost during transportation due to bruising. The outside of the material is tough and works as a shield, while the inside material is soft to protect the food. The material is completely biodegradable, easy to make, low-cost and has a variety of uses.

vegetables in Botiรก Nests for Food. This

Deborah Bazsuly DES 116

Biomimicry Case Study: Spider Silk

Despite being finer than human hair, spider silk is one of the strongest materials in the world. Spiders are able to capture their prey due to the stickiness and elasticity of the silk, which can be expanded more than three times the original length. The material is similar to silkworm silk, yet it is stronger, more elastic and even waterproof. Spiders utilize the silk not only as a way to trap food, but also as a mode of transportation, shelter, and as protection for their egg-sacs.

This pattern symbolizes the most familiar representation of a spider web. Spider webs are made from what is known as dragline silk, which is the strongest given that it must support the weight of the spider.

Using spider DNA, German company AMSilk discovered a way to generate spider silk without the actual spider. Due to its strength and durability, spider silk has a number of possible commercial uses and has already been used for things like violin strings or computer chips. AMSilk has already sold the produced silk to cosmetic companies for shampoo, as well as a silicone replacement for breast implants.



Logo Design


Research To begin my design process I found it important to first find visual trends used in current trail mix/granola logos. In my research I found the following information that I would later use to create my own logo.





• Mountains/Trees are often used to signify the great outdoors and nature. • Wheat/Grain images are associated with natural or organic foods. • Nuts and fruit imagery are also associated with healthy, fun, easy to eat foods. • Animals such as bears, birds and squirrels are portrayed as friendly, fun characters to promote the product.

• Bright, saturated colors are preferred to darker more dim ones. • Green and brown colors associated with nature which are appropriate for a natural, organic product linked with hiking and outdoor activities. • Orange and yellow are associated with sunshine and optimism, promoting the product in a positive manner.

• Bold, sans-serif typefaces are most commonly used. These font-faces are friendly, catch attention, and are easy to read and recognize. • Many typefaces appear hand-written • Many of the logos are written in all uppercase letters.


Sketches Taking my research into account, I sketched some logo ideas. These sketches mostly revolve around natural elements and organic shapes. My first logo sketches were of trees and mountains, and then I moved towards the final bear logo. I decided to hand draw the type to add to the friendly and natural/handmade feeling. You can see some of my sketches on the following page.



Final Logo After considering my sketches I decided on the bear logo, shown on the next page. I chose this logo due to the fact that it was a friendly, bright logo which could attract a wide audience. The bear is also immediately recognizable and memorable. I kept the sketchy feel to the logo so I could highlight the hand-made feel of the product itself.




Graphic Standards Manual


Typography The wordmark “BearBites� is a graphic element rather than a typeface and may not be substituted for one. The wordmark is intended to be a unique identifier for the BearBites brand and replacing it with a typeface diminishes the brands impact.


Any type accompanying the wordmark should be set in the typeface Memphis, which complements the wordmark but does not attempt to match it. Memphis Bold is to be used for headers, Memphis Italics for subheads or emphasis, while Memphis Medium is intended for body copy.

Memphis Bold

Memphis Medium

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z The quick brown fox jumps over the lazy dog.

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z The quick brown fox jumps over the lazy dog.

Memphis Italic A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z The quick brown fox jumps over the lazy dog.

Colors The BearBites color palette has been selected to reflect the colors found nature as well as in our product. Because these have been specifically chosen they are not to be changed or manipulated in any way. The alternate grayscale logo may be used when black and white printing is required. The exact tones of the color and grayscale logos are provided and may not be changed.

Pantone Solid Coated 4975 C

Pantone Solid Coated 7578 C

Pantone Solid Coated 155 C

Pantone Solid Coated 7504 C

HEX: #37191D



HEX: #967A5D

RGB: 55, 25, 29

RGB: 241, 97, 35

RGB: 239, 204, 150

RGB: 150, 122, 93

CMYK: 0, 55, 47, 78

CMYK: 0, 60, 85, 5

CMYK: 0, 15, 37, 6

CMYK: 0, 19, 38, 41

Pantone Solid Coated Neutral

Pantone Solid Coated Cool

Pantone Solid Coated 427 C

Pantone Solid Coated 423 C

Black C

Gray 8 C


HEX: #86898a

HEX: #242021

HEX: #8A8C8E

RGB: 214, 215, 218

RGB: 134, 137, 138

RGB: 36, 32, 33

RGB: 138, 140, 142

CMYK: 2, 1, 0, 15

CMYK: 3, 1, 0, 46

CMYK: 0, 11, 8, 86

CMYK: 3, 1, 0, 44


Logo Shown on the right is the primary and preferred logo of the BearBites brand. In order to protect the integrity of the logo there are some requirements regarding how the logo can be displayed. The logo must remain as originally drawn and proportioned and may not be modified outside of the accepted styles as described in this Standards Manual.

required that there be a buffer zone surrounding all sides of the logo. The size of the buffer zone should be the height of the ‘s’ in BearBites, as shown in the diagram.

The logo incorporates both the name of the company as well as the bear mascot. These elements are not to be deconstructed or separated in any way.

The logo may not be reduced to a size lower than one square inch.

To preserve legibility and visual impact, it is


The wordmark is not a typeface and may not be substituted by a typeface.

Usage In order to protect the integrity of the logo there are some requirements regarding how the logo may be used as well as examples of improper usage. To the right are examples of proper and improper usage No parts of the logo may be removed, repositioned, or manipulated in any way from the original.


No parts of the logo may be hidden or covered by a graphic or typographical element. The logo should not use colors outside of the accepted color or grayscale palettes. The logo may not contain any gradients. The rectangular buffer zone surrounding the logo should never be visible or outlined. There should be a strong contrast between the logo and the background. When in doubt, choose the design which provides maximum contrast.


Stationary In order to preserve brand consistency, all communication by the BearBites company should use the following guidelines.

Envelopes The design on the following page shows the envelope which is to be used for all mail sent by the company. The envelope is the standard number 10 size with measurements 9.5” x 4.125”. The envelope should be made from naturally made light brown paper.

Letterheads Letters sent must be printed on letter-sized, natural, light brown paper. The logo must be placed on the top left with .5” margins as shown. Employee information such as name, department title, company address, phone number, email, and the

Business Cards Business cards are shown in actual size, with the standard measurement of 3”x2”. For business cards the logo must be printed as shown and placed in the bottom left corner. Additional information


The back flap of the envelope should be the same orange as in the logo (Pantone Solid Coated 7578 C)with a sticker of the logo placed in the center.

BearBites website url must be placed at the bottom left of the page with a .5” margin. The recommended typeface for all official documents is Memphis Medium. A font size of 12pt should be used. All text should be black for maximum readability.

to be shown is a name, phone number, email, and the BearBites website. The back of the business card is the standard logo placed in the center with the orange background.

Firstname Lastname 321 Willow Dr. Davis, CA 95616

Firstname Lastname 486 Coombs St. Napa CA, 94559

To Whom it May Concern, Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cras faucibus, eros nec pharetra convallis, lacus nisi lobortis purus, non pulvinar ligula metus mollis libero. Nullam ut magna et quam venenatis venenatis. Pellentesque sollicitudin, sapien eu tempus pretium, metus diam malesuada magna, sed pellentesque mauris dolor sit amet lacus. Pellentesque erat nisi, ultrices quis dolor quis, venenatis scelerisque nisl. Duis dignissim mauris turpis, sit amet varius augue sollicitudin vitae. Aliquam imperdiet libero dui, ut fermentum est accumsan eu. Nullam cursus non sapien eleifend viverra. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Integer id ante ac enim convallis venenatis at eu ipsum. Praesent id molestie metus, eget tempor nisl. Nunc eleifend massa a mauris consequat elementum. Nunc condimentum libero a nisl mattis, nec lobortis augue commodo. Nam id mauris neque. Phasellus pulvinar, diam et auctor scelerisque, massa nisl sodales nibh, et viverra elit erat et magna. Curabitur non tellus mi. Nullam ac eros in dolor commodo viverra. Nam porta nisl tortor, quis auctor erat varius id. Pellentesque nulla ipsum, eleifend nec aliquet et, bibendum eget dolor. Morbi mattis lacus vel nisl dapibus tincidunt. Morbi nec elementum mi. Praesent vitae aliquet risus. Pellentesque non faucibus velit, at pretium sapien. Phasellus vitae mauris in justo luctus sollicitudin vel eu lectus. Aenean id bibendum velit. Duis consequat gravida sapien at ultricies. Maecenas rhoncus arcu ac ipsum blandit pellentesque at a felis. Nam venenatis eros id varius volutpat. Nam interdum feugiat lacus vitae blandit. Best, Firstname Lastname Department Name 123 Willow Dr. 95616 Davis, CA (123) 456.7890

Firstname Lastname

Firstname Lastname Corporate Title (123) 456.7890


Signage Billboards Billboards will be displayed as shown below with the company logo placed in the center with the tagline below. The tagline must be a size that will be readable from far away. Shipping Trucks Shipping trucks should be colored orange with the logo placed in the center on all sides. Above the logo on the back of the truck should read “Follow me for delicious, naturally-made organic Granola!�. Below the logo should be the BearBites website address.


Delicious, Naturally-Made Organic Granola!

Follow me for delicious, naturally-made organic granola!





Research In researching packaging ideas for the BearBites product, I found the following observations: • Materials such as brown recycled paper are used to highlight the natural-ness of the product and ingredients. • Many products use clear plastic cut-outs to show off the product inside the package. • Resealable packaging not only convenient but allows the product to be eaten “on the go”. • Packages are generally small and easy to transport. • Colors in the packaging include brown, green, orange, and other colors found in nature.



Sketches In beginning my research I first looked at packaging found in nature. These included fruits such as bananas, oranges and coconuts, nests, shells, corn husks, and even animal exoskeletons. These findings didn’t prove to be incredibly useful however as I needed something which could be resealable, easy to carry, transport, and store. It was only when I looked into traditional Japanese rice bags that I found something I felt I could use for my product. The bags naturally look like a bear silhouette with ears so I knew I wanted to use the BearBites mascot as a large element on the packaging. Using a bag rather than a box package also seemed more convenvient for the consumer due to the fact that it was resealable and easy to transport and store. I drew more sketches of image and type placement to further these ideas, which you can see on the right.



Mock-ups From my sketches I created rough mock-ups from recycled brown paper, cardboard, glue, and string. These allowed me to see how my packaging would look in person. I sketched the bear mascot and outline for nutritional information on the back in order to get an idea of how it would look when finalized.



Digital Layout I used the mockups on the previous page to finalize my packaging and create a flat digital layout which I could then get printed. On the right is what it looks like before it is folded into the final package shape.


Nutrition Facts Serving Size 1 cup Cups (1g) Servings Per Container 3 Amount Per Serving

Calories 150

Calories from Fat 60 % Daily Values*

Total Fat 6g Saturated Fat 1.5g Trans Fat 0g Sodium 40mg Total Carbohydrate 21g Dietary Fiber 3g Sugars 8g Protein 4g

9% 8% 2% 7% 12% 8%

Delicious and organic snacks for you and your little cubs! Visit for recipes and activities!

Questions? call us toll free at

(1-800) 123-4567

* Percent Daily Values are based on a 2,000 calorie diet.


Final Presentation After making some adjustments from my mock-up I created my final packaging design, as seen on the following page. I put a clear plastic bag inside of the package so that it would be resealable in addition to adding a tag which would identify the brand and the flavor of trail mix inside.



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