Bala - DES116 Process Manual by Emily Lin

PROCESS MANUAL

TABLE OF CONTENTS

PAGE 4 INTRODUCTION

Mission Statement About and Purpose Biomimicry Overview

PAGE 8 LOGO DEVELOPMENT

Preliminary Sketches Secondary Sketches Final Logo

PAGE 12 GRAPHIC STANDARD Logo Specifications Logo Usage Color Palette Typography Business System Marketing System

PAGE 30 PRODUCT PACKAGING Creative Brief Initial Sketches Prototypes Labeling Final Packaging

PAGE 40 DESIGN ANALYSIS

INTRODUCTION

MISSION STATEMENT

BIOMIMICRY STUDIES

Our mission is to bring awareness to the Taiwanese guava fruit through high quality, fairly priced, and delightfully tasty snack called dried guava, also known as “ba la gan (芭樂乾)”.

The guava fruit itself and succulents were studied for their natural properties which were then implemented into the branding and packaging design of Bala. Both the branding and packaging design has elements of the guava fruit implemented to give customers a chance to view the fruit itself more frequently. The icon of Bala is a quarter cut guava fruit which is then replicated as the packaging. Succulents gave the idea of a modular design or layout on the packaging. Since a spherical packaging is hard to obtain, creating multiple panels to display important information will improve designing the packaging.

ABOUT & PURPOSE Bala Food Company is a Taiwanese brand that aims to introduce the unique tastes of Taiwan to travelers that come in and out of our Tao Yuan Airport. Our speciality lies in the process of producing the Taiwanese dried guava fruit. This tasty dried guava fruit snack is very popular amongst the people in Taiwan and is found in almost all night markets and market places. These snacks are usually packaged in ziploc-like bags and tossed away when finished; however, the goal of the project is to transform this snack into a product that not only serves as a tasty treat but also as a memory of Taiwan. This process manual records the creative process throughout this ten week project from initial research to branding to marketing design.

GUAVA FRUIT The guava fruit is a commonly enjoyed tropical fruit in many tropical and subtropical regions. These fruits originated from Mexico or Central america and distributed throughout tropical America and Caribbean region. They were also adopted as a crop in tropical and subtropical Asia. Taiwan is the premier guava grower in the world because it can produce the fruit all year round.

PROPERTIES Guava has three times more vitamin c than oranges and lemons. Their leave are exceptionally large and also provides a lot of important nutrients that are used for traditional herbal medication. Taiwan guavas come in red, yellow, and white flesh varieties; however, the type that this product is focusing on is the white flesh guava. The white flesh guava happen to come in the greatest variety, largest size, and largest volume.

DESIGN APPLICATION Sources 1. “Taiwanese Guava – An addictive fruit.” 2 Years in Taipei. N.p., 27 Nov. 2008. Web. 15 Mar. 2017. <https://carlinchen.wordpress.com/2008/11/14/taiwanese-guava-an-addictive-fruit/>. 2. “Guava fruit, Pearl guava, white flesh guava, Rainbow guava, red flesh guava.” MILLER CCID CO., LTD. N.p., n.d. Web. 15 Mar. 2017. <http://miller.en.taiwantrade.com/product/guava-fruit-pearl-guava-white-fleshguava-rainbow-guava-red-flesh-guava-736260.html>.

To promote a better idea on what guava looks like, the packaging design is oriented around the general shape of the guava. Guava itself has a very durable thicker outside skin that can be replicated and applied in the actual product design. Since each type of Taiwan guava has its own characteristic, the white flesh guava is known for its clear, shiny peel, and refreshing taste. Therefore, with this application, I am able to potray Bala in the same light.

SUCCULENTS The word “succulent” originates from a Latin word sucus, which means juice or sap. Succulents are often confused with cacti; not all succulents are cacti, but nearly all cacti are succulents. Succulents thrive in dry climates and can endure extended periods of drought. The leaves of the succulents store water and nutrients for use when needed. Since their leaves store water and nutriets, if the weather is freezing, the plant leaves will turn mushy or die.

PROPERTIES Succulents are drought resistant plants. Their leaves, stem, and roots potentially develop a water storing tissue with a more swollen or fleshy appearance from the water saving feature. It is compact, reduced, waxy, hairy, and has a spiny outside surface. It can remain plump and full even at high temperature. Succulents are generally pest resistant.

DESIGN APPLICATION Succulents have repeated leaves and patterns that can inspire individual packaging designs. The similar concept of being whole but not entirely is very beneficial for condensing and improving accesibility for packaged goods. Also, the leaves itself stores water and is extremely durable. That design concept can be implemented when creating a durable outer shell or skin to protect the packaged goods inside.

Sources 1. “What Are Succulents?” Succulents and Sunshine. N.p., n.d. Web. 25 Jan. 2017. <http://www.succulentsandsunshine.com/what-are-succulents/>. 2. “Succulent plant.” Wikipedia. Wikimedia Foundation, n.d. Web. 25 Jan. 2017. <https://en.wikipedia.org/wiki/Succulent_plant>.

LOGO DEVELOPMENT

PRELIMINARY SKETCHES Initially, I envisioned Bala to have a very basic and minimalistic logo that really speaks for itself. I started playing around the letters of the alphabet to figuring out possible names for the branding. Using the letter â&#x20AC;&#x153;Gâ&#x20AC;? to base off of the guava fruit, I initially crated the simple logo to represent the guava fruit; however, these sketches began to look more like the insides of a kiwi, rather than a guava.

SECONDARY SKETCHES Following through the letter G logo, it was often mistaken as a kiwi rather than a guava. Therefore it was necessary to redesign and sketch more logos to better represent Bala. Also, instead of having the name of the branding be “guava”, I started drafting other possible names to make the product more unique. Rather than using “guava” straight forward, I started taking on possibility of naming it the Mandarin, Chinese way of saying guava.

FINAL LOGO At last, I went forward with using a minimalistic typeface like Futura to develop Bala with a separation in between. It is a way of pronouncing the fruit itself as well as demonstrating the minimalistic and simplicity of the product.

GRAPHIC STANDARD

3.6x

SPECIFICATIONS The main logo for Bala, original dried guava flavor, is used on the business system and marketing materials. The other variations represent the different flavors of Bala on packaging through the duo-color system that correlates to the flavor behind it. For example, the red color scheme represents a chili spice flavor, and then yellow cholor scheme represnets a lemon zest flavor.

1.2x

0.6x

#455427 #90AD3D

#660D1B #AA1F26

2.5x

#896B2A #896B2A

UNACCEPTABLE USAGE

Do NOT use any other colors besides the ones listed in the Graphic Standard.

Do NOT delete any part of the logo.

Do NOT add or duplicate any of the graphics.

Do NOT stretch any part of the logo.

Do NOT add a shadow.

Do NOT rotate the logo.

COLOR PALETTE

RGB (243, 246, 218) CMYK (4, 0, 17, 0) #F3F6DA

The following are the colors for Bala Food Co. branding. You may only use the colors listed to the right and cannot deviate away from those.

RGB (102, 13, 27) CMYK (34, 98, 82, 51) #660D1B

The darker tones are selected for the clean crisp look. While most marketing designs for Bala is placed on a crisp cream background, the text must have darker tones to pop.

RGB (170, 31, 38) CMYK (23, 100, 96, 16) #AA1F26

RGB (69, 84, 39) CMYK (68, 45, 98, 40) #455427

RGB (137, 107, 42) CMYK (40, 51, 100, 21) #896B2A

RGB (144, 173, 61) CMYK (40, 51, 100, 21) #90AD3D

RGB (204,167, 44) CMYK (22, 31, 100,1) #CCA72C

TYPOGRAPHY The official typography for Bala uses the Futura font family. While Futura Light 30pt size is used for headings, Futura Body 12pt size is used for any body text in the Graphic Standard. Within the product packaging itself, Futura Body Oblique is applied to define the different flavors of the dried guava. Also, Futura Heavy is applied to distinguish information hierarchy on packaging as well.

HEADINGS | Futura Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 BODY | Futura Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 FLAVORS | Futura Book Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 PACKAGING | Futura Book Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

BUSINESS SYSTEM

BA LA FOOD CO. P.O. BOX 13-9889 TAIPEI 94587 TAIWAN

EMILY LIN

CEO + Founder BA LA FOOD CO. P.O. BOX 13-9889 TAIPEI 94587 TAIWAN

097-200302 | emwlin@bala.com

February 15, 2017 Ms Elizabeth Lee Marketing Director XYZ Corportation 1213 Anderson Rd. Woodland, CA 95616 To whom it may concern, Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus a libero non neque luctus euismod. Integer at vestibulum magna. Nulla eget cursus ante. Sed augue nunc, tempor non nulla imperdiet, dignissim dignissim neque. Etiam a dolor a leo hendrerit dignissim. Sed dictum fermentum neque et vestibulum. In nec tellus efficitur, egestas lorem in, dictum velit. Aliquam erat volutpat. Vivamus vitae nibh pretium, fringilla nulla nec, aliquet lacus. Ut hendrerit ultrices bibendum. Maecenas vitae neque tellus. Cras et varius erat. Quisque lacinia pretium lacus eget iaculis. Quisque quis elit semper, aliquet dui non, fermentum neque. Ut mollis consectetur diam, a finibus justo mollis non. Suspendisse ut consectetur dolor, et semper mauris. Integer faucibus tellus nec ipsum fringilla aliquet. Proin in elit vehicula, mollis sapien ut, vulputate nibh. Vivamus aliquet vestibulum molestie. Fusce hendrerit maximus auctor. Vivamus non ipsum vel erat rhoncus cursus nec feugiat arcu. Maecenas rhoncus neque nunc, eu ultricies magna venenatis at. Cras nibh urna, porttitor et est sit amet, convallis feugiat risus. Etiam ac porta tortor, a congue ligula. Nunc risus metus, tincidunt at mauris in, suscipit posuere tortor. Sed pellentesque lacus eu sagittis suscipit. Phasellus dictum mollis libero non convallis. Donec vitae urna felis. Duis semper tortor sed orci dapibus, ac vestibulum dui hendrerit. Phasellus ut gravida odio. Sed non magna porta, vehicula orci fermentum, interdum est. Etiam eleifend placerat justo nec pellentesque. Etiam blandit ultricies condimentum. Nam at purus eleifend, efficitur libero eu, efficitur lorem. Nam suscipit elit eget malesuada tristique. Ut ultricies libero bibendum, consectetur metus aliquet, rhoncus eros. Etiam aliquet risus ac ex suscipit, a finibus sem lobortis. Best regards,

Emily Lin Emily Lin

097-200302 | www.balafoodco.com.tw

P.O. BOX 13-9889 TAIPEI 94587 TAIWAN

w w w. b a l a f o o d c o . c o m . t w

BA LA FOOD CO. P.O. BOX 13-9889 TAIPEI 94587 TAIWAN

LETTERHEAD 8.5” x 11” Lettersize Document 0.75” x 2.5” Logo 12pt Futura Light

Emily Lin Emily Lin

097-200302 | www.balafoodco.com.tw

EMILY LIN

CEO + Founder BA LA FOOD CO. P.O. BOX 13-9889 TAIPEI 94587 TAIWAN w w. b a l a f o o d c o . c o m . t w 097-200302 |wemwlin@bala.com

BUSINESS CARD 3.5” x 2” Standard Business Card

EMILY LIN

CEO + Founder BA LA FOOD CO. P.O. BOX 13-9889 TAIPEI 94587 TAIWAN

097-200302 | emwlin@bala.com

Front: White background Large graphic of logo 8pt Futura Book Font Back: White background Mini icon of logo 8pt Futura Light Font 11pt Futura Book Font 12 pt Futura Heavy Font

P.O. BOX 13-9889 TAIPEI 94587 TAIWAN

ENVELOPE 9.5” x 4.125” No10 Standard Envelope 0.5” x 1.5” Logo 11pt Futura Light

MARKETING SYSTEM

AIRPORT ADVERTISEMENT

BILLBOARD AD BILLBOARD ADVERTISEMENT

APPAREL DESIGN

TOTE BAG DESIGN

WEBSITE DESIGN

MOBILE APPLICATION

PRODUCT PACKAGING

CREATIVE BRIEF NEEDS

PROJECT STRATEGY

MESSAGE

Dried guava is a popular snacking item in Taiwan, and Bala is a company that aims to bring more awareness to the Taiwanese dried guava to foreigners who travel in and out of the Tao Yuan Airport. This product caters towards audience members who are unfamiliar with the Taiwanese guava; therefore, the packaging must reflect on the visual aesthetics of the fruit itself. Designing the packaging like the logo helps create a visual identity of the brand with the packaging. Eventually, this branding will be expanding to other areas in the Asian countries to contiunously bring awareness to this tropical fruit.

When this project is completed, there will be many different marketing systems applied to better advertise this Bala brand. Customers can purchase the flavors individually as well as in a set of three. The three flavors will be the following: original dried guava, chili dried guava, and zest dried guava, and they will be distinguished by coloration of the packaging as well as a duo color scheme of the logo. As for marketing and promotional materials, there will be apparel, tote bags, billboard advertisements, social media platforms, and souvenir related products.

Bala - Taste of Taiwan

AUDIENCE Age group: 18 â&#x20AC;&#x201C; 60 Genders: there is no specified target gender.

PROJECT OBJECTIVE This packaging not only serve as a convenient packaging of dried guava, but also serve as a temporary keep sake or souvenir from traveling to Taiwan. Also, it must be durable to carry on to flights as well as properly seal the contents together. The opening of the packaging should be large enough to retrieve dried guava; however, small enough so other contents will not spill out. Since this design contains three servings of dried guava, there will be an option to reseal the product.

BACKGROUND Dried guava is already a popular snack in Taiwan; however, the packaging of the product is rather low quality. They are usually packaged in non-reseal packaging with lower quality plastic material. It is often found in street markets of Taiwan or tiny popup stands between stores. Dried guava is a healthier alternative when it comes to snacking on food. Since the audience here is limited to the citizens in Taiwan, branching out to the market closer to the international platform can promote visibility of the Taiwanese guava.

Economic status: young to working class adults; annual income of $50,000+ Distribution area: popular tourist attractions in Taiwan to Tao Yuan Airport; near future expand to the nearby Asian countries such as China, Japan, and Korea Nationality: majorly English speaking demographic; initially Asian American travelers to all travelers that travel or pass by Tao Yuan Airport

INITIAL SKETCHES Originally, I planned on cirular/cylindrical design to replicate the pringles chip tube design because of its sturdiness. However, I planned to implement a way for the packaging to feature the qualities of the guava. With a clear plastic flim as a lid, there is a flap that adds additional surface area to introduce Taiwan and the Taiwanese guava. It will serve as what a guava would look like when cut into thirds.

PROTOTYPES After developing the first prototype for the cylindrical design, I realize that designing the template for for a cylindrical figure is extremely complicated and difficult to manipulate. Upon finishing the first prototype, I started developing another version of the packaging design that avoided curves and circles. I researched more on prism packaging design and how to relates to the guava shape. Using 80lb 13x19 paper, I started making variations of the new packaging design inorder to gauge size and proportions and ways to seal and reseal the package.

LABELING Since there are a lot of panels that required designing, I broken down to panels that were informatvive about the nutrition, background information of the guava, background information of the flavors, and how to find sources and information about the company. Also, I made sure that the design had a certain way of opening and closing upon purchase and when putting away the package after a few servings.

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16.5x

FINAL PACKAGING Using a guava texture to overlay the packaging design, it really brings out the characteristics of the guava inside and out. With two panels showing what it would look like on the inside of the guava, the packaging and the logo demonstrated similarity and consitency while valuing family and work to do. This final product uses 80lb matte cardstock paper with rope string and sticker to temperarily seal the package upon finishing the packaging.

DESIGN ANALYSIS

INTRODUCTION

OBJECTIVE + METHODOLOGY

Bala Food Companyâ&#x20AC;&#x2122;s goal is to introduce the flavors of Taiwanese guava to the travelers flying in and out of Tao Yuan Airport in Taiwan. We aim to transform this snack into a product that not only serves as a tasty treat but also as a memory of your travels to Taiwan. The designer is responsible for developing and establishing the brand identity of Bala while promoting the simplicity of the design.

Marketing the Product: The goal of Bala Food Company is to create awareness for the Taiwanese guava fruit by improving packaging and creating eye catching branding. The product will be displayed on the shelves of duty free stores in the airport. As travelers pass by while waiting for their flight to depart, they will window shop the stores available nearby. Since the guava that most people are familiar with are the ones with pink insides, there is a higher chance for the Taiwanese guava to get a double take.

PROBLEM STATEMENT Dried guava is usually served in tiny Ziploc-like bags that are often tossed away when finished. This packaging is very unappealing and low quality. If this packaging was seen on the shelves in duty free shops, it will not attract the attention of the fast pace travelers that roam around in the airport.

Year One: We will have fully developed enough product to display on shelves on market places of popular tourist attractions. There will be a small popup shop at places like Taipei Main Station or Taipei 101 where most tourist groups head to. We will see how people interact with the product and how much people are aware of the Taiwanese guava. This step of the marketing process will hire a team of 8 people to be working at the small popup shop with a team lead and the target audiences will be the touristy people visiting popular locations (often you will find people native to the area taking strolls or walking by and if we manage to capture their attention with Bala, that will also lure foreigners to take a look too). Year Two: We will establish our store at the Tao Yuan Airport with billboard advertisements on the way to the airport and within the airport. There will be slide shows and audio that introduces the history of the Taiwanese guava and the production of dried guava. This step of the marketing process will have a group of sales employees and a few knowledgeable people with the production of the dried product and the history of dried guava. Year Three: To further promote our product, we will develop shirts, sweaters, towels, keychains, and other swag to market our products further. The best marketing material would be keychains and plushies because it is a popular souvenir item people purchase. We can promote our product through grand opening ceremonies of new stores. Using our connections, hire people to advertise our products on television ads or posters. Year Five: Expand Bala to other nearby airports of Japan, Korea, and China. Product Design: First, we conducted research on how the current dried guava is being marketed and how it is sold in stores. We found that dried guava was a very popular snack in Taiwan, but not necessarily in other areas in the world. The current packaging for dried guava looks like a Ziploc or sealed plastic bag which doesnâ&#x20AC;&#x2122;t do much besides packaging the product. To expand on the dried guava product, it is important that the packaging comes with meaning and aesthetic as well. Next, we researched the biomimicry of guava and succulents to find the little things that can inspire our product design. Once the packaging has been established, we developed business systems that reflects the professionalism of our company. Finally, we implemented possible marketing strategies through billboard advertisements, apparel, and bags. In the future, we will develop keychains and plush toys to attract tourists and possibly profit from selling souvenirs that relates to dried guava. This will serve as another source of money that can help our company develop even further.

EVALULATION

PROJECT SUMMARY

Once this project is launched, we will be collecting data of how many packages of dried guava sold in a day per tourist location. We will also be aware of the type of customers purchases the items as well as how many they purchase at once. This will help develop a marketing strategy once implemented the stores in airports. Since taking surveys and questionnaires may be a hassle to customers, we will be observing the amount of people that walk in and out of the store and see how long an average person spends looking at the product. All this data will be reported back to the main branch in Taipei, Taiwan.

In conclusion, Bala was originally founded to bring awareness to the Taiwanese dried guava to travelers flying in and out of Taiwan; however, if this company develops even further, our new goal is to expand the Taiwanese dried guava around the world. Right now, the most popular dried fruit product in stores are dried mangos, but one day Bala will promote dried guavas in hopes of adding another option for people to select amongst dried fruits.

If after year 1 we successfully establish ourselves as popup shops in popular tourist attraction places, we will earn the credibility to establish ourselves as a store in the airport. If after year 2 we successfully establish ourselves in the airport, we will increase our marketing products and items to sell in our store. If after year 5 we successfully establish ourselves with a fuller scale marketing strategy, we will expand our company overseas to other locations such as Japan, Korea, and China.

Some problems that may occur in this marketing process is the difficulty in establishing the name Bala since ba la is guava in mandarin. With the uses of the foreign name, it will be harder for people to immediately connect Bala to dried guava.

BA LA FOOD CO. P.O. BOX 13-9889 TAIPEI 94587 TAIWAN 097-200302 www.balafoodco.com.tw

EMILY LIN DES 116 | W17 GALE OKUMURA GRAPHIC STANDARD