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CR WN PROCESS MANUAL Isabel Bagsik Spring 2015 Okumura Des116

table of contents

Introduction ----------------------------------------- 2 Case Studies ---------------------------------------- 4 Logo Development ----------------------------------- 8 Graphic Standard ------------------------------------12 Logo Variations ---------------------------------13 Typography and Color Palette -------------------14 Business System ------------------------------- 15 Branding Applications -------------------------------20 Packaging ------------------------------------------25 Design Analysis--------------------------------------33




mission statement


Crown is dedicated to bringing the best in oral hygiene, whether it be for your dentures or retainers.

Our company, Crown, is focused on bridging the gap between different generations in dental accessory hygiene.


Crown is also focused on sustainability and taking care of the environment. Product packaging utilizes materials that are natural and beneficial to the Earth. Crown aims to eliminate waste in packaging and inspire others to think about their interactions with nature,starting in the home.

“Give your teeth the royal treatment they deserve.” “Imperial ivories.”

purpose This process manual provides insight on how the brand, Crown, was developed from beginning to end. This booklet goes from the first steps on naming the brand, to the final package design. In this manual, the insights and inspirations for the logo, design, marketing applications, and more are shared. The process manual also provides guidelines on how to use all graphic elements pertaining to Crown, including logos, typefaces, the business system, and marketing materials.

“A drop of royalty.” “Crown of glory.”

“Give your teeth the royal treatment they deserve.”

It is important to follow these approved graphics in order to accurately portray the personality of Crown as a brand. The process manual allows one to understand Crown’s visual identity, which allows consumers to connect with the brand on a visual basis, as well as understand the process that helped achieve Crown’s final branded image.


case studies





Biomimicry is a unique way of innovating

At the start of the design process, I researched

to combat human challenges by looking

two elements from nature to understand what

back to nature for sustainable solutions.

they had to offer within design and how their

The purpose of biomimicry is to create

natural, unique characteristics could contribute

products that are compatible to nature and

to possible new innovations.

create a new, sustainable way of living.


biomimicry case studies

namibian beetle

The Namibian beetle lives in one of the driest deserts in the world, but collects its water from the ocean fog through its unique back. Its wings are covered with tiny bumps that have hydrophilic tips and hydrophobic sides.These are aimed at the fog every morning, and water droplets collect onto its back. The beetle keeps its rear-end up high, so when the droplets grow in size, they naturally run down its back into its mouth.

the biomimicry {one} {two} {three}

Optimal use of surface area Minimal process of collecting water Provides already-clean water

pattern sketches inspired by the namibian beetle


back to design


The function of the Namibian beetle’s water harvesting feature is to provide a way for self-hydration by its two only resources: its body and the moisture in the air.

The unique water harvesting feature of the Namibian beetle has inspired designers to create products for humans in hopes of creating a more efficient, easy, and portable way of getting purified water. NBD Nano is a startup that aims to create a self-filling water bottle based on the Namibian beetle’s water harvesting process. NBD Nano uses a nanoscale surface to enhance water condensation. The surface of the bottle is similar to the beetle, covered with hydrophilic (water-attracting) and hydrophobic (water-repellent) materials.

With its natural process of collecting water, the Namibian beetle is a great example of a natural way to collect water without needing a separate process for purification. By collecting water directly from the air, the Namibian beetle teaches that pure water can be harvested without intricate, complex machinery or factories, just innovative portable tools. The beetle teaches that it can survive based on its basic resource- its water-collecting shell.



biomimicry case studies

spider silk

Spider silk is known to be stronger than steel, and it’s true. It has five times the tensile strength of steel and triple of the best synthetic fibers.

pattern sketches inspired by spider silk


back to design


The function of spider silk is for spiders to create webs to efficiently catch their unsuspecting prey or create a place for their cocoons to rest until ready to hatch.

The unique properties of spider silk has inspired designers and engineers to create stronger building infrastructure and framework, but lighter in weight than what is already out there. Its strong fibers inspire its use in protective matierals, such as clothing and tents. Spider silk is a natural antiseptic and can make advanced bandages.

The spider silk is created at room temperature and is eco-friendly. The silk is a protein, which is made inside living cells. Because it is produced by the spider, a natural creature of the earth, it is an abundant and renewable resource that is always readily available, and was not made with obsolescence in mind.

the biomimicry {one} {two} {three} {four}

Strong infrastucture for buildings Flexible, considering its strength Natural antiseptic Unique patterns inspires accordian style packaging for tablets



logo development

logo development


rough logo sketches The logo design went through

Creating the images that would

numerous iterations to exhaust the

associated with “crown” was the

handful of possible image and word

next challenge. I played with the

combinations. I went through name

ideas of bubbles, actual teeth, the

changes as well as approached

denture tablet, and a literal crown, as

different images to incorporate into

well as a combination of them. I had

the logo. I wanted to keep to the

to keep in mind that Crown’s main

idea of “clean” and something

product is the denture cleaning

related to dental care.

tablets, so I could not just showcase teeth to prevent confusion that the

From the beginning I wanted to

product was toothpaste. I also

start with a name that was elegant,

steered away from including a literal

contemporary, and attractive to a

crown into the logo design because

wide demographic. I started with

it would not be clear at what my

“Ivory”, but realized that there is

product was.

already a well-known soap brand with the same name. I then looked

The next iteration combined

up synonyms and words that related

elements of a tablet with bubbles to

to teeth, and came upon the word

show it is a fizzing product that

“crown”, which was even better

cleans, and added dentures to show

because it doesn’t exactly make one

Crown is a product for teeth.

think of teeth right away, yet it does refer to one type of tooth, and was a

Finally, I decided to go as simple

simple name that was easy to

and uncomplicated as possible, so

remember and work with.

the final logo has the word “crown” with a minimal design of a cleansing tablet accompanying the word. The next couple of images showcase my first digital drafts of the Crown logo as well as the finalized logo.


intermediate logo








final logo


graphic standard

graphic standard


logo variations correct usage


incorect usage












typography and color palette



ABCDEFGHIJKLMNOPQRSTUVXWYZ abcdefghijklmnopqrstuvwxyz 1234567890




business system


business system sketches

These are sketches for Crown’s business system. As seen in these early sketches, my goal was to incorporate elements of the logo, such sa the denture cleaning tablets, and the two blue brand colors.





For Crown’s business cards, I

For Crown’s envelopes, I wanted to

wanted to retain this feeling of

carry out the logo’s elements into

cleanliness and serenit by utilizing

the design. I incorporated the

the brand’s light blue and round

cleansing tablet design to designate


where the stamp should be. I used Crown’s dark blue on the outside

At first, I designed cards with the

flap as a way for the consumer to

standard rectangle. Then I realized

recognize the brand easily.

rounded edges would match the brand’s feeling of comfort and friendliness with Crown’s logo, which also has round shapes.


LETTERHEAD For the letterhead, I kept the design


fairly similar to the business card. Once again, I wanted to retain the feeling of friendliness and have the brand come off as approachable and appropriate for all ages, since Crown’s target audience is split between two many age groups, young and old. The back of the letterhead is a calm, light blue with a white graphic design of the cleaning tablet, which is also found within the logo. This is kept minimalistic and simple.

Dear Sir/Madam, "Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum." Section 1.10.32 of "de Finibus Bonorum et Malorum", written by Cicero in 45 BC "Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum qui dolorem eum fugiat quo voluptas nulla pariatur?" 1914 translation by H. Rackham "But I must explain to you how all this mistaken idea of denouncing pleasure and praising pain was born and I will give you a complete account of the system, and expound the actual teachings of the great explorer of the truth, the master-builder of human happiness. No one rejects, dislikes, or avoids pleasure itself, because it is pleasure, but because those who do not know how to pursue pleasure rationally encounter consequences that are extremely painful. Nor again is there anyone who loves or pursues or desires to obtain pain of itself, because it is pain, but because occasionally circumstances occur in which toil and pain can procure him some great pleasure. To take a trivial example, which of us ever undertakes laborious physical exercise, except to obtain trouble that are bound to ensue; and equal blame belongs to those who fail in their duty through weakness of will, which is the same as saying through shrinking from toil and pain. These cases are perfectly simple and easy to distinguish. In a free hour, when our power of choice is untrammelled and when nothing prevents our being able to do what we like best, every pleasure is to be welcomed and every pain avoided. But in certain circumstances and owing to the claims of duty or the obligations of business it will frequently occur that pleasures have to be repudiated and annoyances accepted. The wise man therefore always holds in these matters to this principle of selection: he rejects pleasures to secure other greater pleasures, or else he endures pains to avoid worse pains."

Sincerely, Isabel Bagsik

1 Queen Road Ivory, CA 95051

505 027 1994


branding applications




give your teeth the royal treatment they deserve



digital applications


marketing applications Different promotional products help spread visual and brand awareness. These promotional products can be handed out at dental conventions, career fairs, dentists, and sold by the brand or dentist clinics. Waterbottles are great standard promotional pieces that anyone can make a use for. With a glassbottle, it relates to Crown’s contemporary, minimalistic image relatable to all ages. Tote bags are a great piece to spread visual awareness of the brand because “going green” and using reusable bags is a growing trend, especially with the banning of plastic bags in many cities.




Floss is a promotional product that can be used by anyone, everyday. With constant use by potentially any demographic, this is a great way to reinstate the brand’s name in a consumer’s mind.

water bottle

tote bag



clothing campaign Ringer shirts

baseball tees

SHIRTS To easily and most widely spread the Crown brand and image, a clothing campaign was created. Shirts are typically a favorite when it comes to product merchandise. What is so great about the shirt marketing application is that it is free marketing for Crown.











current packaging OUTDATED DESIGN

The current packaging for denture cleansing tablets are all fairly the same. They have the same components where they are in a standard sized box with the logo on the front, an image of the cleansing tablet, and labels to describe the product. The overall visual imagery for the current packaging for the tablets are outdate and boring, catering to only its main demographic, which is the elderly audience who need this product for their dentures. However, there is also a lesser known audience, which is the youth who use this product to clean their retainers.


The cleansing tablets are housed within the box, and are wrapped in a paper foil wrapper. These tablets are used everyday, so each day a wrapper is only needed for storage, then thrown away after the tablet is used. Over time, a huge amount of waste is created.


creative brief needs As of now, current denture cleaning tablets, such as Efferdent, Polident, or generic brands based off these big names, all have similar packaging: boring boxes with outdated graphics and typography. The brand, Crown, would provide a fresh new look that would be attractive to its audience, look contemporary, and be sustainable.

objective For Crown, packaging will be sustainable, specifically get as close to zero-waste as possible. The packaging will have a purpose after purchase and have tablets not in rippable wrappers, for easy use for the elderly.

strategy The plan for the packaging is a container that has a reversible lid, which would house the tablets. When reversed, the tablets would be visible and the bottom container is now empty, because the lid is reversed. This empty space is intended for dentures or retainers to be cleaned in when the user uses this product. Dimensions are roughly a four inch diameter and five inches in height. Marketing pieces for promotion would include toothbrushes, mints, water bottles, pens, magazine ads, billboards, stationary, canvas tote bags, & lip balm.

background Today, the boxed packaging of standard denture cleaning tablets are in a standard paper box that some people do not recycle, which adds waste to the environment. Within, the actual tablets are packaged individually in a foil-lined paper wrapper, which gets thrown away once the tablet is used. To open these foiled wrappers does require some force, so it would be an easy-open wrapper. The overall plan is to get as close to zero-waste with the packaging.

message Give your teeth the royal treatment it deserves.

audience My audience has two target audiences, of all genders: the elderly (denture wearers) and young adults (retainer wearers) in America. For the elderly target audience, the age range would be 60-80 years old, and the young adult age range is 15-25 years old. The average income of the older audience is approximately $40,000 a year, and the average income of the younger audience is approximately $22,000. The economic status of both target audiences would be middle to high class because these people would be able to afford either braces or dentures.


beginning sketches At the start, I wanted the tablets to have their own individual packaging combined with a space to hold dentures or retainers. The designs were inspired by biomimicry, drawing on elements of nature’s unique designs. Specificall, I started off drawing from pinecones and oranges.

After sharing my designs, the pineconeinspired sketch was reminiscent of a turtle shell. I was drawn by that concept, and started designing based off of the hexagonal shapes on the shell and making those as mini containers for the tablets on top of the cup that would hold the dentures or retainers. All of that would have been in a compact

Oranges peeled from a center, and I thought of having the tablets in a C-shaped wrapper and just peel like an orange. All of this would be held stable with a base that doubled as the container for the dentures or retainers.

mirror styled container.

Pinecones’ unique leaflets inspired me to create flaps that would hold individual cleansing tablets.


intermediate sketches and mockups After creating prototypes, I realized that the turtle shell-inspired packaging would create unnecessary handling by the user. With flaps for the tablets, it would be more of a hassle and be time consuming. I decided to restart and figure out how to make the user-experience more user friendly and convenient. I decided on a design inspired by the mushroom shape, with a chunky container that is easy to handle for an older audience. The “mushroom cap� is the lid, and within the lid is another lid that housed the cleansing tablets. These tablets would be wrapped individually in dissolvable material that is easily rippable form the inner lid. The larger container/base/cup houses all the tablets for when it is stored on a shelf, but also doubles as a cup where the retainers and dentures would be housed.


final packaging process Base / Cup

Lids - inner and outer

Package design images





with the inclusion of the

using a cereal box, laser cutter, and an


using a cereal box, pencil, and scissors

using a cereal box, laser cutter, PVA

inner lid to hold the tablets

image created used Adobe Illustrator

using Adobe Illustrator for the graphics, a

(dissolvable wrapper prototypes using

glue, and binder clips

color print of the blue package design with

parchment paper)


the tablet, PVA glue to stick the rectangular pieces to the container.

final packaging


dimensions and materials of packaging 2.2373 in. 1 in. 1.0619 in.

1.3812 in.

2.588 in.


1.9796 in.

2.588 in. 2 in.

Crown is proud to be a sustainable company, so materials for product packaging is made of sustainable and

1.5 in. 0.75 in.

environmentally friendly resources.

0.7051 in. The lids and cup are made of compostable recycled bamboo. The ink to color the bamboo cup would be of toxic free dyes. The paper wrappers that house the cleansing tablets would be of dissolvable paper, specifically tapioca paper. This would remove unnecessary waste by having the individual wrappers dissolve in the water with the tablet.


design analysis

design analysis




The overall design process for Crown was influenced by the constant reminder of the product:

To start on the design process, I went to nature for inspiration. I decided to design with biomimicry in mind

cleansing tablets aimed to clean dentures or retainers in a simple manner. The packaging design

because nature offers great ideas and examples of incredible design. This eventually led me to use mushrooms,

was influenced by biomimicry, specifically a honeycomb and a mushroom. To match Crown’s image,

specifically the short stocky ones, as inspiraiton for the overall product packaging. I also was inspired by the

the imagery and colors were made to create a calm, soothing, clean feeling with a contemporary

bees’ honeycombs because of its roundness without being a circle and creates a clean, modern look. The

modern look compared to current packaging, but also appealed to a wide demographic.

method I used to create the actual packaging was by a laser cutter. I designed the packaging layout on Adobe Illustrator after sketching and creating prototypes, then sent the design to a laser cutter. I then used PVA glue to glue pieces of the packaging together.

problem statement


The initial problems of denture cleansing tablets are the unnecessary waste caused by the unsus-

In the end, I found to be quite proud of what I created. The redesign of the packaging for denture cleansing

tainable paper foil wrappers, the extraneous and useless box that gets thrown away after a short

tablets seems to achieve my initial goals from the start. It does aim to achive zero waste through its package

period of time, and the outdated and tacky designs on the generic cleansing tablet products, which

design, where a piece is repurposed as a cup for the dentures or retainers to be cleaned in. The other goal, to

are usually found on the outside of boxes with a picture of a tablet and the logo.

eliminate unnecessary waste from the paper foil wrappers, and instead have the wrappers be dissolvable, seems to be achieved as well with the replacement of tapioca paper for the wrapper. The final design of the packaging is kept minimal and is meant to be contemporary and appealng to all ages. The final packaging is definitely a step away from all the other current boxed cleansing tablets.


project summary

Crown is a brand that wants to bring the dental industry and sustainable communities together. The

The whole process of redesigning a brand was new to me. It was a whirlwind of designing and learning what it

initial goal was to aim for zero waste. Currently, the paper foil wrappers of the cleansing tablets are

meant to redesign a whole new look for a product that is expected to be sold in a certain packaging. It was

thrown away after use, thus being rendered useless at that point. Due to this environmental issue, I was

difficult to figure out what product to choose, but I knew I wanted to redesign a product that would create ease

inspired to design the wrappers to dissolve with the tablet so it all disappears during use, instead of

in someone’s life, and in the end I decided to redesign the denture cleansing tablets. After choosing the product,

being thrown away. Current packaging for the wrapped denture cleansing tablets are in a plain box with

it was even more difficult trying to figure out what image I wanted Crown to say through its logo. For several

outdated typefaces and generic photos of the tablets. The other goal for Crown’s packaging was to

weeks, I played with so many ideas which I sketched out, such as utilizing dentures, bubbles to show fizz, and the

update the look of what it means to clean dental accessories, such as dentures or retainers and create an

tablet. Thinking about the packaging was also a difficult process because I needed to draw from biomimicry but

appeal for both the older and younger target demographics with a more contemporary yet minimalist

also achieve sustainability and create a better user experience. Once the design was finalized after several sket-

design. With the initial goal of achieving zero waste, I wanted to have the packaging to be repurposed

ces and paper prototypes, I created Adobe Illustrator layouts for the different components of the new redesign.

and have another life after storage on the store shelf. From the beginning, I wanted the main packaging

However, once these layouts were printed through the laser cutter I found out the lid was too small and the

to turn into a cup or container that would hold the dentures or retainers while in cleaning mode.

engraving was barely noticeable. Thus, I went back to the computer lab to print another lid. However my design ended up being slightly too big for me, so I improvised and used scrap boxes to line the inside of the larger cut-out lid so that the cup would fit more snugly. The process was a long and difficult one, but one that was full


of learning experiences.

CR WN Founder/CEO Isabel Bagsik 505 027 1994


crown HQ 1 Queen Road Ivory, CA 95051 copyright © Crown. all rights reserved.

Profile for Isabel

Identity and Branding: Crown Process Manual  

Identity and branding concept for DES116, UC Davis, Okumura / Designed by Isabel Bagsik

Identity and Branding: Crown Process Manual  

Identity and branding concept for DES116, UC Davis, Okumura / Designed by Isabel Bagsik