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PROCESS MANUAL


TABLE OF CONTENTS

MISSION STATEMENT

5

BIOMIMICRY CASE STUDIES

6

SKETCHES & ITERATIONS

8

GRAPHIC STANDARD

11

PACKAGING

28

CREATIVE BRIEF

33

3


MISSION STATEMENT

DEEDAISE. To create an intersection of traditional tastes and modern practices, that aims to serve only goodness to the world.

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BIOMIMICRY CASE STUDIES

These are two different studies on examples of biomimicry. Patterns were derived based from observations of both the locust and the burr. Although none of the patterns were explicitly used in the product packaging, the logo for DEEDAISE was inspired by the patterns found in the form of the locust, while those of the burr inspired the modularity of the DEEDAISE bars fitting with each other when packaged in groups.

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BACKGROUND Locusts are a type of swarming grasshoppers under the Acrididae family. They are migratory insects, traveling in swarms and devouring crops. Historically native species exist on all continents except North America and Antarctica; they have been found to create plagues in Africa, Asia, and the Middle East.

LOCUST

PROPERTIES Locusts are polymorphous; their two forms are gregarious and nomadic, marked by their different colors. They travel in swarms that grow from outbreaks, to upsurges, to plagues. Their name is derived from the Latin locusta, which means “lobster�, from their resemblance to the crustacean.

APPLICATION Locusts are edible insects, eaten as a delicacy throughout history. The Bible mentions locusts eaten by John the Baptist; the Torah allows certain types to be eaten, and within Islam, locusts are halal. They are served fried, on kebobs, or smoked. They have a high amount of protein, producing more edible protein per unit of fodder.


BURR

BACKGROUND The burr is a dry seed or fruit that is covered with numerous thorns all over. They are common in nature, and originate on different kinds of plants. They often fall off of plants and can be found stuck to clothing or pet fur.

PROPERTIES The burr is characterized for its hooked protrusions. These stick out of the round, ball of hard mass that make up the seed. Although usually very small, the hooked protrusions easily catch onto various fibrous surfaces. Burrs also vary in size, although they are usually light.

APPLICATION The hooked edges of the burr enable it to latch onto other surfaces with free fibers. The biomimicry study of the burr is what led to the invention of Velcro, with one surface having small stiff, crocheted hooks, and another surface having loops that the hooks stick to.

REFERENCES https://en.wikipedia.org/wiki/Locust https://www.britannica.com/animal/locust-insect https://en.wikipedia.org/wiki/Locust#/media/File:Garden_locust_ (Acanthacris_ruficornis).jpg https://www.microphotonics.com/biomimicry-burr-invention-velcro/ https://upload.wikimedia.org/wikipedia/commons/thumb/1/13/Bur_ Macro_BlackBg.jpg/1200px-Bur_Macro_BlackBg.jpg

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SKETCHES AND ITERATIONS The assigned insect for my project was the locust. Based on my research done on the insect both online and in real life (from trying a piece in class), much like all other edible insects, they were crispy, and mildly salty. The aftertaste was reminiscent of dirt, and eating a locust was not as enjoyable as I was originally optimistic about it. However, this inspired several different ideas for the product. From protein bar to salted snack, I felt that the locust might fit a category in which it could be seasoned the most. However, I found that the locust has negative connotations beyond an acquired taste--locusts are associated with plagues, and by extension, famine and starvation. And of course, locusts were ugly, at least to me. And so I decided that my product should be devoid of words or imagery closely associated with the insect, so that the consumer should not have to be viscerally aware of the locust. While thinking of famine and starvation, I came up with the idea of flipping the locust’s background from a source of pain and misfortune, to a source of wealth and value. Such was the birth of DEEDAISE. In having the locusts ground and molded unrecognizably into wafers, and in having those wafers be shrouded in smooth chocolate, the insect is removed from the situation. These sketches included here show the development of these ideas, and how the locust silhouette inspired the biomimicry pattern, and which then inspired the logo.

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Early names of the product were inspired by the locust’s family name, acrididae. These included Acridids, Acridads, Acridaddies, Deedaes, and then finally DeeDays. The latter felt the most suitable as it sounded a bit like nonsense, and somewhat reminded me of a sunny day. However, during critique it was pointed out that mature consumers might have an adverse reaction to the name, because it sounds unappealingly similar to D-Day, which would remind someone of World War II. And so it was changed to Deedaise, (stylized as DEEDAISE), for a version that spelled out like a French word, which matched the brand’s sophisticated aim. This is the only reason why there is a French description of the product in addition to the English. Packaging wise, I wanted the bar to have a feel similar to gold. What ended up as a result was a trapezoidal shape, which lends the packaging to easily stack with each other into hexagons. This gives it a feel unique to other flat candy bars as well.

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GRAPHIC STANDARD APPLICATIONS


CONTENTS

INTRODUCTION

15

LOGO

16

COLOR

20

FONTS

21

BUSINESS SYSTEM

16

MARKETING APPLICATIONS

22

WEB AND SOCIAL

24

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INTRODUCTION

DEEDAISE is a company that prides itself on the quality of its products, namely its chocolate-covered protein wafer bars. This booklet is intended to instruct the company and its employees shape its brand identity, and in such, uphold the DEEDAISE standard in all of its production and promotion purposes. DEEDAISE designers must adhere to these graphic standard applications.

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LOGO

PROPER USAGE

IMPROPER USAGE

60°

a

b

a

2a

18a

a

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor in-

The logo and type must always be placed within the proper space ratios of each other. Do not separate or combine them in measurements other than these. Leave a space at a minimum of the text height around the logo at all times.

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PROPER USAGE

IMPROPER USAGE

The logo is a symbol that not only represents the DEEDAISE company, but the luxurious feel of its products. Therefore the symbol should always be in DEEDAISE GOLD, unless limited to greyscale printing, in which the symbol should be black.

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PROPER USAGE

The ratios must be maintained at all times. Do not stretch, warp, or distort the logo.

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IMPROPER USAGE


IMPROPER USAGE

PROPER USAGE

D E E DAY S

The logo is set with its shapes, including those in between the letters. Do not reproduce the logo with other elements, in ways including, but not limited to: changing the font, the shapes, or letter content.

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COLOR

C: 4% M: 31% Y: 75% K: 0% There are five colors for the DEEDAISE brand. Provided are the color combinations for four color process printing. Use only these exact color combinations.

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C: 0% M: 2% Y: 7% K: 0%

C: 61% M: 82% Y: 52% K: 57%

C: 26% M: 3% Y: 29% K: 0%

C: 0% M: 2% Y: 7% K: 0%

DEEDAISE GOLD

DEEDAISE IVORY

DEEDAISE VELVET

DEEDAISE JADE

DEEDAISE EMERALD

#f1b559

#fff7eb

#412334

#bedabf

#2e4052


ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

DEEDAISE uses the Proxima throughout all operations. While the logo uses Proxima Soft Regular, all other product and business applications use fonts from the Proxima Nova Family.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

PROXIMA SOFT REGUL AR

PROXIMA NOVA LIGHT

PROXIMA NOVA REGUL AR

PROXIMA NOVA BOLD

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8.5”x 11” SAMPLE LET TERHE AD

2” x 3.5” BUSINESS CARD, FRONT AND

Dee Daisy 7555 Mission St. Daly City, CA 94014

Dear Dee,

Kind Regards, Emilia Tongson Chief Marketing Officer

The DEEDAISE business system uses the logo in gold against the DEEDAISE VELVET and the candy band pattern. Notice the flaps of the envelope--they are made to form the trapezoid shape present in the packaging.

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4.128” x 9.5” ENVELOPE (# 10) FRONT AND BACK

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MARKETING APPLICATIONS

SHIPPING VEHICLE APPLICATION

24


25


WEBSITE

26

DESKTOP

MOBILE


SOCIAL MEDIA

T WIT TER

INSTAGR AM

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PACK AGING

DEEDAISE wafers are encased in trapezoid-shaped containers, to depict the form of a gold bar. They are made of recycled, postconsumer, 80 lb cardstock, lined with beeswax to preserve the chocolate and the wafers’ freshness. The packaging features the candy stripe band, as well as the logo symbol on both ends.

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WHITE CHOCOL ATE PACK AGING MILK CHOCOL ATE PACK AGING

crisp wafer proteins coated in milk chocolate

protéines croquantes enrobées de chocolat blanc

crisp wafer proteins coated in white chocolate

Protéines croquantes enrobées de chocolat au lait

crisp wafer proteins coated in milk chocolate

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PROCESS

30


FINAL

ACTUAL SIZE: 1.5”x4”

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CREATIVE BRIEF NEEDS

PROJECT OBJECTIVE

PROJECT STRATEGY

BACKGROUND

To build an image of value, the product will be capsulated in high quality, product packaging for chocolate-covered locust wafers.

Insects are currently a niche market, and unappealing to general consumers. Deedaise will flip the connotation on locusts and present them as highly valuable, and highly coveted.

The brand identity will be expensive-looking, but friendly. Balancing traditional candy aesthetics (colored stripes, the form of a bar, a simple chocolate-covered wafer item) with modern ideals (sustainable packaging, sustainable ingredients), this product will reflect the market that craves nostalgia while aims for better-sourced goods.

This product would disrupt the luxury chocolate market, which includes the likes of Ferrero Rocher and Toblerone (which are known for their quality because of ingredients other than chocolate). Godiva, Lindt, and Ghirardelli may fit in this market but are more known for the quality of the chocolate itself; Deedaise will then be able to set itself apart with its sustainable details, and the inclusion of the locust protein ingredient.

Create a product with use of locusts as protein source. In the process, normalize consumption of locusts, by erasing the stigma of locusts and their association with ugliness, dirt, and plagues. The locust must be completely removed from the situation, and replaced with an impression of high value.

The packaging will be created with 100% post-consumer recycled cardstock, beeswax-lined for freshness.

Brand locusts as a luxury chocolate dessert to the consumer, in order to normalize the mass consumption of insects in North America and reduce the ecological effects of mass meat consumption.

The bar will be small, easy to grasp and unwrap for those with various physical abilites, yet sturdy, with a flat base wider than the top. This makes for an easily stackable product that can be sold in bulk as well. Additionally, the unique shape from other mainstream candy brands makes it recognizable for the blind. The trapezoid form will be reminiscent of a gold bar, which will also be the center of the brand marketing. Gold foil will also decorate the packaging print details.

MESSAGE

Locusts are a luxury. Thus Deedaise is edible gold--the traditional luxury of chocolate encases the fresh introduction of locust in wafer form, made inclusive through solid packaging, dressed in a brand identity crafted to perfection.

AUDIENCE

The target consumer is mature: mid-twenties to fifties, with a refined taste in food. Their income is $50k a year and up, and they are located in coastal U.S. cities. Deedaise are the perfect gift for a partner or spouse, and the perfect indulgence for any other special occasion.

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EMILIA TONGSON DES 116 - FALL 2018

Gale Okumura

DEEDAISE Process Manual  

Final project for DES 116 FQ2018

DEEDAISE Process Manual  

Final project for DES 116 FQ2018

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