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PHASE I TEAM FORMATION & ORGANIZATION Formation:

Organizational Strategy:

Students were chosen on the basis of passion for the project, previous experience with Phoenix Challenge, creative potential, and an ability to work with a team. Individual roles were assigned based on interest in the various aspects of the project:

Social media was key to organization: Pinterest was used as a creative sounding board. Images related to packaging, music festivals, and inspiring imagery were pinned by all team members. Inspiration guided logo design and the overall product theme.

• Research • Concept • Graphics • Execution

Google Calendar and Google Groups, and Dropbox were also used for communication and file sharing.

MEET THE TEAM

Ali Torbati Team Lead

Mariah Linnett Kendra Jacqua Rosie Bubb Concept Research Graphics

Eli McNutt Execution


SOCIAL MEDIA & TEAM ORGANIZATION

dropbox FILESHARING

google

GOOGLE GROUPS & DRIVE

pinterest INSPIRATION MOOD BOARDS


PHASE 2 PROJECT DIRECTION Festival Type & Rationale: The consensus was made to use a location and festival that was unique to the California lifestyle. A West Coast beach festival was targeted because of the draw to a young and spirited demographic. The beach setting presented the challenge of creating sustainable products that would reduce environmental impacts on the outdoor venue.

We decided to develop products for the Pacific Festival in Newport Beach, California. Festival Profile:1 Location: Newport Beach, CA Music Genre: Alternative Electronic and Progressive Indie Rock Attendance: 10,000 + Age Group: 18+

Pacific Festival “Outdoor, summer music festival with a beach vibe in Southern California�

Product Choice & Rationale: A survey was distributed to the target demographic asking questions regarding food choices and purchasing habits at festivals. Results indicated that concession food items were most popular and that people would most likely eat frozen lemonade at an outdoor beach festival, which guided initial product choices.2 Vendors were interviewed to determine demand for and success of our potential product. An extensive interview with a Los Angeles based food-truck vendor catering to music festivals, The Ice Cream Man, was conducted to gain real-life industry insight.3


OUR SURVEY INDICATED...

55.7 %

OF RESPONDENTS WERE MOST LIKELY TO BUY CONCESSIONS

CONCERT GOERS WANT

frozen treats

ICE CREAM PRODUCTS OR FROZEN LEMONADE

TOP 3 PURCHASING FACTORS: 1. 2. 3.

COST CONVENIENCE REUSABILITY

“ice cream is the perfect product” • No set demographic – everyone

loves ice cream • Perishable so it can’t be hoarded

VENDOR PROFILE: THE ICE CREAM MAN

• Relatively cheap • Mobile

• Los Angeles based • Given away over 400,000

ice creams and stickers since 1998 via corporate sponsorship

Sources 2,3


PHASE 2 PROJECT DIRECTION Continued

Packaging Components & Rationale: Research indicated that customer engagement, specifically, package interactivity would draw customers in and make the product stand out.4 Consumer Driven Components to Incorporate & Possible Avenues: (1) Interactivity: When prompted to discuss package interactivity, survey recipients indicated an interest in Augmented Reality features – for the scope of this project, a possible implementation of AR was to enable interaction with towel wrap map feature (2) Environmentally Minded Design: Survey and market research indicated a strong desire for decreasing package impact on environment. Towel Wrap: souvenir piece, synthetic substrate allows for continued use and reduction in consumption

Slushee Pouch: souvenir piece, refillable

(3) Cost & Convenience: Cost being the number one factor is a consumer’s decision making process, careful attention was paid to produce the products efficiently


SURVEY RESPONSE TEXT ANALYSIS2

augmented pinpoint design sweepstakes packaging clever information code

starbucks

personalized

reality cloud reveal

MARKET RESEARCH EXCERPTS: REGARDING...

INTERACTIVTY: “Augmented reality applications eventually will run the gamut of consumer interests.” 4 REGARDING...

sustainability: “Evidence of humans can be found all over the oceans, even in the most remote polar areas, in the form of floating trash.” 5


PHASE 3 DESIGN & STRUCTURAL CONSIDERATIONS Development of Products: Initial focus was towards an ice cream sandwich product inspired by survey results. However, after consulting with industry professionals, limitations arose with this product. The ultimate decision was made to develop packaging for a reusable drinking pouch for a slushee product and a simple paper ice cream cone wrap. At this point, along with a towel wrap incorporating interactive and reusable components for the promotional piece.

Product Parameters: IC E C R E

AM

SLUSHE

E

ENVIRONMENT Practical and minimal Slushee pouch will materials used, be reusable, with refill recyclable capabilities

PRINTABLITY Used a die, ganged up on plates

FUNCTIONALITY Small, easy to hold and displays festival’s graphics

Laminate and heat seal pouch, reveal

TOWEL

WRAP

Durable and holds up at a day-long beach festival, multipurpose Length limits size on press, print on both sides

Protects food from Gives information sand, keep as souvenir, about festival, fun can easily walk and interactive piece eat


mark andy 2200 SPECIFICATIONS

7 inch • 8 color units • UV Lamp • Lamination Station

product limitations: • Coatings were fat soluble • Substrates were not food safe and would lose

structural integrity when ice cream melts6

EXPERT

PROFILE:

DR. KOUSHIK SAHA

• A s s i s t a n t P r o f e s s o r o f I n d u s t r i a l

Technology, Cal Poly San Luis Obispo • Ph.D. Packaging Science, Michigan State

University


PHASE 4 GRAPHIC DESIGN & BRANDING Graphic Elements:

Design Considerations:

Colors: Chose a “summery� color Branding Drafts: Dur ing the palette that would complement design process, focus groups of common ice cream flavors students were organized to provide Theme: Images used to represent feedback on the in-progress design. things commonly associated with a We adjusted our direction as per responses. nautical beach theme I n t e r a c t iv i t y : Sur vey results indicated that consumers favor packages that have reusable and repurposable capabilities

Cone Wrap: The small size of this product called for the placement of the logo and a small label, setting the simple and clean tone for the rest of the packaging.

Typography: Clean and readable t y p og r a p hy t h a t wo u l d h o l d Towel Wrap: This product was up at small sizes and have good intended to be multi-purpose: a set list and map of the venue were printability incorporated to maximize usage. Size: All design components were Design was restricted to two colors created with the dimensions of our on the front and one color on the Mark Andy flexo press in mind back. Slushee: The outside of the bottle was intended to show off the Pacific Festival branding so consumers would willingly reuse the bottle and keep it as a souvenir.


TYPOGRAPHY PRIMARY: FORQUE

WE ALL SCREAM FOR ICE CREAM! SECONDARY: ARVO BOLD & ITALIC

WE ALL SCREAM FOR ICE CREAM! WE ALL SCREAM FOR ICE CREAM! BRANDING ELEMENTS PATTERN & COLOR:

PMS 151 C

FOCUS

GROUP

64 % L I K E D CIRCLE LOGO

PMS 2395 U

PMS 375 C

RESULTS7

summery

& bright

colors


PHASE 4 GRAPHIC DESIGN & BRANDING Implementing Interactivity: As a means by which to dr ive customer engagement, we developed an augmented reality application to enhance the functionality and interactivity of our promotional piece. Not only are customer s thoroughly involved in the printed piece, but they are able to use modern technologies in conjunction with print to make the whole experience more cohesive. Furthermore, the longer customers engage with our towel wrap and its app, the longer they’re exposed to our brand and the more time we have to make a lasting positive impression.

AUGMENTED REALITY Establishing a consumer desire for interactivity, we decided to incorporate Augmented Reality aspect to the design. As the towel wrap had the most real estate and potential, we included interactive components on the map.


PHASE 53 PRINT PRODUCTION

Pre-press:

1 2 3 4 5 6

Mixed gray ink to achieve desired tint (5 parts black/12 parts white) Press fingerprint created using critical design elements Measurement & compensation curves Adjusted design files

Gang-up files & add printer marks Color separations & plate making

Banded anilox roll used for fingerprint


PRE-PRESS


PHASE 53 PRINT PRODUCTION Ice Cream Cone Wrap Press Set-Up:

UNIT 3: PURPLE UNIT 4: GRAY

UNIT 6: VARNISH

CUSTOM DIE

V

SUBSTRATE & INKS SUBSTRATES: Uncoated Bond

12 parts white

INKS:

VARNISH: Spot

CRI water-based ink

ADHESIVE:

Purple: PMS 2395 U

L.D. Davis water-based, non-toxic

Gray: self-mixed, 5 parts black,

adhesive


PHASE 53 PRINT PRODUCTION Towel Wrap Press Set-Up:

UNIT 2: ORANGE UNIT 4: GRAY*

UNIT 6: VARNISH

V

* Printed gray only on 1 color re-register

SUBSTRATE & INKS SUBSTRATES: 0.0072 LCF 5SP2

Purple: PMS 2395 U

clay coated white polypropylene

Gray: self-mixed, 5 parts black,

paper INKS: CRI water-based ink

VARNISH: Spot ADHESIVE: Removable/Fugitive adhesive10


PHASE 53 PRINT PRODUCTION Slushee Press Set-Up: Scenarios 1 & 2

UNIT 1: WHITE UNIT 3: GREEN

UNIT 4: GRAY

UNIT 6: ADHESIVE

A

UNIT 1: GRAY UNIT 3: GREEN

UNIT 4: WHITE A

UNIT 6: ADHESIVE


SUBSTRATE & INKS SUBSTRATES: 0.003 LCF 4000 Clear Polyester & Polyethylene Laminate

Green: PMS 375 C Gray: self-mixed, 5 parts black, 12 parts white

INKS:

White

CRI water-based ink

ADHESIVE: DOW Robond


PHASE 53 PRINT PRODUCTION

Color Management

1 2

Ink Laydown to set standards Used SpotOn! Flexo to monitor color throughout the press run. Measured Delta E 94 every 50 press sheets.

We set a warning at 2 dE and a tolerance of 3 dE. We were able to stay in the range for the ice cream cone and towel wrap. We weren’t able to complete press color checks on the bottle because we printed rollto-roll.


APPENDIX 1. “Pacific Festival Hosts Over 60 Buzz Bands From Around the World, Establishing Orange County as a New Summer Music Festival Destination in the U.S.” Pacific Festival Hosts Over 60 Buzz Bands From Around the World,... PR Newswire, 14 Sept. 2011. Web. 20 Jan. 2013. 2. Phoenix challenge 2013 survey. (2013, November 14). Retrieved from http://www.surveymonkey.com/s/ JJLYMD9 3. Allen, M. (2012, December 20). Interview by Torbati A. Ice Cream Man interview. 4. Harnick, C. (2009, October 23). Augmented reality set for major growth: Abi research. Retrieved from http://www.mobilemarketer.com/cms/news/advertising/4475.html 5. Anderson, G. (2006, August 19). Human’s impact on the oceans. Retrieved from http://www.marinebio. net/marinescience/06future/olhum.htm 6. Saha, K. (2013). Interview by Torbati A. Plastics expert. 7. Target Demographic. (2013, March 6). Interview by Torbati A. Student focus group. Kelchner, L. (n.d.). Concession stand requirements. Retrieved from 8. Sesetyan, T. (2005, July 18). Synthetic paper-what is it?. Retrieved from http://www.labelandnarrowweb.com/issues/2002-01/view_features/ synthetic-paper-what-is-it/ 9. “Water-Based Adhesives and Food Packaging.” LD Davis. LD Davis Industries, 18 Aug. 2011. Web. 23 Apr. 2013. <http://www.lddavis.com/water-based-adhesives-and-food-packaging/>. 10. “Glue Machinery Corporation.” Quality Industrial Adhesive Machinery. N.p., n.d. Web. 23 Apr. 2013. <http://www.gluemachinery.com/>. 11. http://www.foodservicewarehouse.com/education/concession-rules-regulations-andlicenses/c27724.aspx 12. Kelchner, L. (n.d.). Concession stand requirements. Retrieved from

http://smallbusiness.chron.com/concession-stand-requirements17826.html


RESOURCES & ACKNOWLEDGEMENTS Press: Mark Andy 2200 Ink: CRI (Inks) and Dow (adhesive), FujiFilm Sericol Doctor Blades: Allison System, FLXON Technical Assistance: Colleen Twomey, Malcolm Keif, and Koushik Saha Prototype/Proof: Harper Corporation Dies: Rotometrics Ink pan liners: DIP Substrates: Multiplastics & Spicers Paper Mounting Tape: 3M Anilox rolls: Harper Corporation and Apex Plates: Dupont and Anderson & Vreeland Technical Advice: Cheryl Caudill (Multiplastics), Dana Breed (Dow), Louis Dolmon (Dow) Workflow and SecuFlex: Esko Spectrodensitometer: X-rite Student Trainee: Natalee Consulo


Survey conducted by Phoenix Challenge Team Total surveyed: 106

1. What is your age? Younger than 181.9% 19-20 25.5% 21-23 61.3% 24-26 4.7% 27-39 0% 30 or over 6.6% 2. What is your gender? Male 32.1% Female 67.9% 3. Have you ever attended a music festival? Yes 71.7% No 28.3% 4. Could you see yourself attending a music festival in the future? Yes 70.8% No 0% Maybe, depends on the music 29.2% 5. Which are you most likely to purchase at a music festival? Food concession items 55.7% Souvenirs like t-shirts or water bottles 44.3% 6. Rank the most important factors that affect your purchasing decision Cost 1 - 65.1% 2 - 17.9% 3 - 9.4% 4 - 2.8% 5 - 0.9% 6 - 3.8% Convenience of eating/mess factor 1 - 4.7% 2 - 8.5% 3 - 23.6% 4 - 49.1% 5 - 7.5% 6 - 6.6% Convenience of availability/waiting in line 1 - 10.4% 2- 26.4% 3 - 41.5% 4 - 13.2% 5 - 8.5% 6 - 0% Reusability of packaging 1 - 1.9% 2 - 3.8% 3 - 3.8% 4 - 9.4% 5 - 38.7% 6 - 42.5% Type of food (pizza, burger, etc) 1 - 16% 2 -37.7% 3- 17.9% 4 - 16% 5 - 6.6%

6 - 5.7% Aesthetics of packaging 1 - 1.9% 2- 5.7% 3 - 3.8% 4 - 9.4% 5 - 37.7% 6 - 41.5% 7. Which of the following would you be most likely to buy at a beach music festival? (Select two) Cone scoops 24.5% Bowl scoops 27.4% Ice cream sandwich 22.6% Klondike-style 3.8% Frozen lemonade 63.2% Snow cones 14.2% Popsicle 13.2% Root beer float 16% Drumstick 15.1% 8. Within the last 6 months have you interacted with a food package through one of the following avenues? (select all that apply) Scanned a QR code 30.2% Augmented reality 6.6% Read information provided about the product besides nutrition facts (story, background, fun facts, etc.) 84.9% Participated in sweepstakes 16% Repurposed a packaged (e.g. an Altoids tin as a container for other things) 31.1% 9. Packaging can invite consumers to interact in a variety of ways (see question 8 above) What is the most interesting way you have interacted with packaging, or what is the coolest interactive package youâ&#x20AC;&#x2122;ve seen? The new reusable Starbucks cups. The only cost $1 and when they are brought back in to be used, a 10 cent discount is given. 1/4/2013 10:48 AMView Responses I donâ&#x20AC;&#x2122;t usually interact with packaging. 1/3/2013 9:06 PMView Responses https://www.youtube.com/watch?v=N-URH4lsjIM 1/3/2013 7:30 PMView Responses Bright colors and creative use of package. 1/3/2013 7:11 PMView Responses Fact facs, background story, and participant in sweepstakes. 1/3/2013 4:53 PMView Responses String cheese with facts on the packaging 12/3/2012 3:45 PMView Responses cereal box with paper airplane instructions and cut out on the inside 12/3/2012 1:04 PMView Responses Wanted more information so I googled it. 12/2/2012 10:21 AMView Responses I packed 25g of black powder into an altoid tin and made a mushroom cloud on the 4th of July. 12/2/2012 9:19 AMView Responses pooped in a plastic bag. 11/30/2012 7:35 PMView Responses Lunchmeat containers become Tupperware. 11/30/2012 5:55 PMView Responses The Dieline 11/30/2012 5:46 PMView Responses


augmented reality 11/30/2012 5:01 PMView Responses The packaging which is either a piece of incredible design work or something that is also a reusable container. 11/30/2012 4:51 PMView Responses Altoids box for matches 11/30/2012 4:15 PMView Responses 11/19/2012 8:23 PMView Responses there was a wine package that wasn’t a bottle. it was in a plastic type material structured bag and at the top was cut out a handle to carry it and you could attach a spout to a hole near the top 11/19/2012 7:56 PMView Responses 11/19/2012 7:41 PMView Responses sorbet that has an actual fruit shell as the bowl 11/19/2012 7:36 PMView Responses Really big boxes being repurposed as kid’s houses/ shelters. 11/19/2012 6:44 PMView Responses This is sort of relevant, but I purchased tea and it came with a free mini tin container, the size of an Altoid container. I thought it was cute and I use it. 11/19/2012 6:18 PMView Responses augmented reality legos box 11/19/2012 5:17 PMView Responses I like the popcorn bag that turns into a bowl using the same package. 11/19/2012 4:58 PMView Responses Augmented reality on Starbucks holiday cups 11/19/2012 4:57 PMView Responses Not sure 11/19/2012 4:46 PMView Responses Lights 11/19/2012 4:45 PMView Responses Augmented reality (REALLY good for music festivals if people use it.. People tend to be influenced my some kind of substance and would enjoy that at such an event) 11/19/2012 4:45 PMView Responses 10. How much does interactivity of a package mean to you when making a purchasing decision? The more interactive a package is, the more likely I will buy it regardless of cost 4.7% Depends on the type of interaction an whether it distracts from a product’s functionality 50% Interactive stuff is neat but I’d rather get something simple 12.3% Interactivity does not influence my buying decisions 33% I will not buy interactive packaging 0%

Focus Group Survey conducted at Cal Poly Total surveyed: 61

Number of votes (class 1) / (class 2) *Comments on most popular Logo Samples: 1. 0 / 2 2. 6 / 5 3. 3 / 1 4. 15 / 21 *Trendy, like the circle, beachy / nice font, record-like 5. 4 / 0 6. 3 / 1 Color Scheme Samples: 1. 20 / 14 *Crunchy like food, but hydrating, not dessert / easy to eat 2. 1 / 1 3. 3 / 8 4. 2 / 2 5. 0 / 2 6. 5 / 3 Product Samples: 1. 0 / 0 2. 12 / 10 *Summery / ocean 3. 7 / 4 4. 10 / 9 *Bold & bright, good contrast / Summery, good contrast 5. 3 / 6 6. 0 / 1


Phoenix Challenge 2013  

PC 2013 Pacific Festival Rebrand

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