Page 1

Creative Brief & Research [adult chocolate milk] jamie turpin . portfolio design . adult chocolate milk


copyright Š 2012 jamie turpin


02

[schematic]

03

[design development]

04

[final development]

creative brief

research

define problem target audience essence of the brand key response additional information

defining the problem market segment visual research consumer feedback tasting results competitors information retail environments positioning

inspiration

brainstorming

goals for the packaging preliminary material exploration

brain dump mind mapping analysis

thumbnails

studies

concepts

rough sketches structural 3D mockups

material & form studies mood boards- setting the tone color studies type studies

3 concepts consumer and retailer feedback

surface graphics

final development

flat panels [ai file]

final images final 3D retail environment

jamie turpin . portfolio design . adult chocolate milk

index

01

[establish]

00


01Creative Brief 1. What are the challenges in which the product & packaging must address?

3. What does the brand stand for?

5. Any additional information that might affect the creative direction?

The problem with Adult Chocolate Milk; “Control States” are not allowing the product into the state and to sell in the retail market due to the confusion it can cause the kids with the product name and misleading container.

Adult Chocolate Milk, originally was developed by a divorced mother who would drink her kid’s chocolate milk after they went to bed, but wanted to create an adult version of the kid drink by adding vodka to it.

Reflect on rebranding the product; whether by creating a new identity or new graphics that support the product name. Create a new form that doesn’t mislead or confuse the kids.

Results from the consumer feedback,some consumers are not a fan of the gimmicky identity and feel the taste is too similar to Baileys.

As noted on adultchocolatemilk.com, Adult Chocolate Milk is, “Invented by adults who don’t want to grow up.”

Move forward with Reduce, Reuse, and Sustain packaging.Consider flexible/diverse packaging; something that serves as the packaging for the product, but can be employed as a different vehicle for another common consumer use.

Last, packaging in today’s market must consider sustainability and respect the environment. Moving forward with exploration the package needs to fit the criteria of Reduce, Reuse, and Sustain.

2. Who are we communicating to? The target audience in the Midwest, specifically Kansas City. Consumer: Male or female in their thirties, working professional, and one who enjoys the social environment whether at home, happy hour, or night out with friends. Buyer: Typically a female in her thirties, who picks up adult beverages for entertainment with friends. She buys 2 to 3 bottles at a time, does not purchase the product by the case.

Today, due to shelf life, Adult Chocolate Milk is made of a 40 proof blend of vodka and chocolate cream flavors.

4. What is the Key Response we want from the product & package design? The identity for Adult Chocolate Milk; parents, Control States, and consumers want the brand identity to not mislead or confuse the kids and teenagers. Consumers in the Kansas City area want a quality product not a product with gimmicky graphics. Also, consumers and buyers today strongly support sustainable products/ package. Adult Chocolate Milk needs to make sure their product withstands this.

Last reference and follow the Regulations on Alcohol Packaging. packaginglaw.com/2639_.shtml

establish

Key Items

01


01The Problem Define

PRODUCT

Adult Chocolate Milk [Adult Beverage Company]

Tracy Reinhardt Nikki Halibur LOCATION Developed in Newport Beach, CA CREATED BY

PROBLEM “Control states� are denying Adult Chocolate Milk to be sold in their

Current Ad for Adult Chocolate Milk

CURRENT PACKAGING

The intent is to portray a retro persona with the old school milk bottle and graphics.

POSITIONING Reflect on rebranding the product via new identity or new graphics.Change the form and materials.

COMPETITORS

PACKAGE IDEAS

Baileys Chocovine Carolans YooHoo [kids chocolate milk] Shattoo Milk

Images of Adult Chocolate Milk

Reduce, Reuse, & Sustain Sustainable materials Eco friendly glass/container Diversified packaging/container

establish

state due to the product name and marketing of the product. The states feel the product name and bottle shape is too similar to actual chocolate milk that children drink regularly and could possibly mistaken as a kid chocolate milk.

02


01Market Segment The

Adult Chocolate Milk [Adult Beveraging Company]

Originated in July 2009 in Newport Beach, California. Discovered by a divorced mother, in her late 30’s, enjoyed spiking her kid favorite drink, chocolate milk with vodka after her kids went to bed.

Demographics SEX

AGE

EDUCATION

PROFESSION HOUSEHOLD MEDIAN INCOME AREA MEDIAN INCOME

LOCATION

consumers in their 30’s Female & Male College Educated Successful Career $46,184 [source: kansascity.com] $70,500 [source: efannieMae.com] Kansas City, MO [ Midwest Region]

Target Audience

Psychographics

The target consumers are Men and Women in their 30’s.

ATTITUDE

CONSUMER

Male or female in their thirties, working professional, and one who enjoys the social environment whether at home, happy hour, or night out with friends. One who likes to chase the trend in the market. BUYER

Typically, the buyer is a female who picks up adult beverages for entertainment with friends. She buys a couple of bottles of product at a time and skips the case.

Individuals who enjoy adventuring out to happy hour, entertaining friends at home, or experiencing a late night evening every once in awhile. They support a trendy, what’s new persona.

HABITS

Successful professionals, wanting an afternoon cocktail after work. Day drinkers who enjoy sipping on a cocktail while sitting by the pool. HOBBIES

Enjoys shopping, golfing, and entertaining friends at their home.

establish

Product

03


01Visual Research The

ADULT CHOCOLATE MILK adultchocolatemilk.com TAGLINE

Retaste your youth at 40 proof. INGREDIENTS

Originally, Adult Chocolate Milk was chocolate milk with a shot of vodka. However, had to recreate into a shelf-stable version made without milk. Currently, it’s made of 40 proof blend of vodka and chocolate cream flavors that have a shelf life of up to 1 year.

current ad

website- index page

twitter

website- index page

SOCIAL MEDIA

APPROACH

research

Adult Chocolate Milk employs Facebook & Twitter to interface with their consumers and buyers. It represents a Retro Inspired brand that’s supported with an artisanal persona.

Interesting, the owners of ACM will be on a wine tour, sampling out their product. I thought the product was 40 proof blend of vodka?

facebook

ad

04


01Visual Research The

ADULT CHOCOLATE MILK 20% Alcohol 40 Proof 1 L pricing starts @ $23/btl 750 ML pricing starts @ $14/btl

The graphic label ontop of the Wire Bail Stopper is 0.625" wide by 9" long

FRONT VIEW

BACK VIEW

SIDE VIEW

GENERAL DIMENSIONS 2.75" wide by 11.5" high

BACK LABEL 2.125" wide by 3.25" long 4 spot color label AB- Adult Beveraging [Brand] Contains Government Warning UPC Symbol Production & Bottled Info

BOTTLE DETAILS Swing Top Square Bottle Form with built in Wire Bail Stopper

WEIGHT Heavier than a typical, full wine bottle; approx. 2lbs FRONT LABEL Adhesive 2.5" wide by 5.125" high 4 spot color label

LABEL STRIP [at top] 0.625" wide by 9" long 4 spot color label

Leak Proof Sealing System. Semi Opaque Finish on Glass DISPLAY ON SHELF Single Facing Typically 4 – 5 bottles per row depending on shelf depth

BOTTOM VIEW Dimensions 2.75" x 2.75" Adult Beverage brand identity is embossed in the glass

research

TOP VIEW

05


01Visual Research The

5.125"

2.5"

OPENING PRODUCT

Only one hand is needed to remove the plastic and open the product.

Located at the front of the bottle to allow the consumers to identify the product. REQUIRED CONTENT Brand: AB Adult Beverage Co. Identity: Adult Chocolate Milk Type of Liquor: Liqueur Size of Bottle: 750 ML or 1L Alcohol Percent: 20%ALC/COL Proof of Alcohol: 40 Proof

CLOSE UP VIEW

Bottle is simplistic to open. Bottle stopper is easy to remove to allow one pour to pour a cocktail.

OPEN PRODUCT

There are minimal amounts of waste to dispose of after the product is opened. The bottle is a concern to numerous parents and the Control States to the easy access of opening the product. The adult beverage is way too close in color to kids milk, the product identity and bottle form confuse a young child and at the same time encourages the teenagers.

DIMENSIONS 2.5" wide by 5.125" high

research

GRAPHIC LABEL

06


01Consumer & Buyer CONSUMER NAME

SEX

AGE

RESIDES RETAIL DATE

Debi 38 years old Female Condo in the Rivermarket area Cellar + Loft Friday, January 20th, 2012

EMPLOYEES NAMES AGE SEX RESIDES RETAIL DATE

Manager and Clerk at Register In their younger thirties Both Male Apartments in the Westport Area Berbiglia Wine & Spirits Friday, January 20th, 2012

Debi shops at the local Cellar Loft in the Rivermarket on regular basis. I had a conversation with her on Friday, January 20th, about her one & only time she ventured out of her comfort zone to try Adult Chocolate Milk.

Searching the retail aisles for Adult Chocolate Milk, I finally had to go and ask the employees if they carried the product. Surprisingly, both employees in a liquor retail store, had not heard of Adult Chocolate Milk.

RESPONSE

RESPONSE After telling them a little about the product, the manager chimed in stating, “We have Chocovine!” as he walked over to the product on the shelf. Continuing on with his convincing sales speech, “…which might be similar in taste to Adult Chocolate Milk since they both offer a chocolate flavor for the consumers’ palette.” I totally disagreed with him because I’ve sampled Chocovine and it resembles Cabernet and Chocolate. YUCK!

Debi declares, “Adult Chocolate Milk tastes a lot like Baileys.” She rants on about, “...it is marked at $16/btl here. So my new alcohol rule is; anything over $15, I will skip the fresh, gimmicky dynamic and go for the top shelf, superior product.”

CONSUMER NAME

SEX

AGE

RESIDES RETAIL DATE

[Shopper] In her thirities Female Local Red X Saturday, January 14th, 2012

consumer research

Feedback

I was in the Cordial aisle studying Adult Chocolate Milk’s product form and it’s placement on the shelf at Red X. A female, about the same age, was near me in the aisle with her arms crossed as she veered down the aisles reading the abundant alcohol selection that Red X carried. Patiently, I approached her with the bottle of Adult Chocolate Milk and asked if she knew anything about the product. RESPONSE Smirking the girl responded,“Oh yeah, I’ve tried that over at my friends house. It’s not really that good, it reminds me of the Yoohoo drink but without the alcohol. It is really creamy tasting.”

07


01Product Tasting TASTEE #1 NAME

SEX

AGE

CAREER RESIDES DATE

TASTEE #2

Ryan 33 years old Male Wine Distribution Owner Crossroads Art District Sunday, January 29th, 2012

FIRST IMPRESSION [smacking his tongue to the roof of his mouth] His expression suggests that he is trying to figure out what Adult Chocolate Milk is… RESPONSE “hahaa…not a fan. This is horrible!” PERSONALITY Go for the top quality liqueur why mess around with the amateur products. Tasting Location @ my loft, Crossroads Art District.

Image of the Product from the Tasting

NAME

SEX

AGE

CAREER RESIDES DATE

Victor 36 years old Male Manager at NoRTH Restaurant Wesport Sunday, January 29th, 2012

FIRST IMPRESSION [while holding his stomach] he mumbles, “I’m afraid of this first drink. ha haa!” RESPONSE “Man, they have this all mixed up. The ingredients are off. All I taste at the end of the drink is pure alcohol.” Victor suggests, “ Maybe have it as a HARD Mocha- due to all the espresso martini drinks people are into these days.” PERSONALITY Loves to entertain at home, ventures out everyone in awhile to a happy hour with friends.

TASTEE #3 NAME

SEX

AGE

CAREER RESIDES DATE

Alex 37 years old Male Bartender at Manifesto Plaza Sunday, January 29th, 2012

FIRST IMPRESSION [in doubt] “ I don’t know, I don’t really drink cream based stuff,” Looking at me in confusion, “Why are we drinking this?” RESPONSE “Augh…not good. I see girls drinking this.” PERSONALITY Experimental with food, wine, and liquor. Enjoys staying in and hanging out with friends.

tasting research

Feedback

08


Fact: The market contains over 300 vodka-based drinks.

BAILEYS IRISH CREAM

CAROLANS IRISH CREAM

CHOCOVINE

competitors research

01 Liqueur Competition The

carolans.ie First Launched in 1979 in the UK Alcohol by Volume 17%

chocovine.com Began in 2009, Region Holland Alcohol by Volume 14%

PLACEMENT in Cordials Aisle

PLACEMENT in Cordials Aisle

PLACEMENT in Cordials Aisle or Wine Section

TASTE Creamy and very smooth Mixes perfectly with coffee

TASTE Mixture of fresh cream, fine Irish spirits and whiskey

TASTE 83% Cream Combine dutch chocolate & red wine

PRICING 375 ml starts at $12 – 750 ml starts at $18

PRICING 750 ml starts at $12 – 1 L starts at $17

PRICING Between $10 - $12

baileys.com Introduced in 1974 in Ireland Alcohol by Volume 17%

3 flavors of Baileys

Packaging for Carolans

3 flavors of Chocovine

09


SHATTO MILK

CAROLANS IRISH CREAM

PLACEMENT Dairy Sections at local Markets

PLACEMENTn the Cold Box at Markets

TASTE Pure, Fresh, and Cold

TASTE Rich Chocolate

PRICING Starts at $4 with $1.50 bottle return

PRICING Starts at $2 for a single bottle

shattomilk.com Began in 2003 in Osborn, Missouri Kid Friendly

Different Flavors of Shatto

drinkyoo-hoo.com Originated in New Jersey in the 1920s Kid Friendly

Vintage Ad of Yoohoo

competitors research

01 Kid Friendly Competition The

10


BAILEYS IRISH CREAM

BAILEYS IRISH CREAM

Shatto Milk

BAILEYS IRISH CREAM

CAROLANS IRISH CREAM

Shatto Milk

Innovative Package Design

Explorative Package Design

Simplistic Package Design

Unique Package Design

Color Identity Package Design

Unique Product Label

competitors research

01 Competition The

11


I began my research development on Saturday, January 14 through Friday, January 20 of 2012.

B

The map locates the liquor retail stores that I visited during my research venture. Please note all stores are within a 10 mile radius. I wanted my research to reflect the inner city of Kansas City and not the suburbs.

Mis

sou

ri R

35

North Kansas City

ive

r

35

169

169

SIDE NOTE: Throughout all of my research, I’ve kept focus with reduce, reuse, and sustain.

35

uri

sso

35

169

Mi

er

Riv

City Market

70

A 70

35

35

Downtown 70 670

670

70 70

Kansas

Missouri

670

Crossroads Art District

Kansas City

35

RETAIL VISITS Midtown

A Cellar + Loft B Red X

D Westport

C Berbiglia Wine + Spirits D Gomer’s

C

Uptown Plaza Country Club

Map of Kansas City, Missouri

environment research

01 Store Visits The

12


CONSIDERATIONS · Environmental Studies · Product Placement · Human Studies · Interaction with the Product · How one Holds the Product

environment research

01

13


environment research

01 Retail Environments The

Cellar + Loft

Red X

Berbiglia SPIRITS

BOUTIQUE ENVIRONMENT

ECLECTIC ENVIRONMENT

TYPICAL LIQUOR ENVIRONMENT

SELLS ADULT CHOCOLATE MILK · Not in high demand at Cellar & Loft · Placed next to Bailey’s on the shelf

SELLS ADULT CHOCOLATE MILK · Shelves Stocked Generously with Product · No one seemed to be Purchasing the Product [Perhaps a seasonal cocktail drink?] · Placed next to Mudslide, T.G.I.Friday’s Frozen Drinks, and other Chocolate Flavored Alcohol

DOES NOT SELL ADULT CHOCOLATE MILK · When I asked if they sold Adult Chocolate Milk, the two employee guys hadn’t heard of it. They thought Chocovine might be similar in taste due the products both contain chocolaty taste. They also commented on how popular Chocovine is in the area.

· Small Space · Conversational · Exclusive Products · Space seemed very Inviting · Hip and Knowledgeable Crowd

CUSTOMER/BUYER RESEARCH · Debi, a regular customer, at Cellar & Loft mentions Adult Chocolate Milk tastes like Baileys. Anything over $15, she would skip the novelty factor and go for the top shelf superior product. · Employee at Cellar & Loft, mentioned they starting carrying the product in Fall 2011. However educated me that “control states” are denying Adult Chocolate Milk to be sold in their state due to the product name and marketing of the product. The states feel the product name and bottle shape is too similar to actual chocolate milk that children drink regularly and could possibly mistaken as a kid chocolate milk.

· Busy Atmosphere · Carries every Liquor Product Imaginable · High Theft · Cameras placed at the end of each aisle · Mixed Crowd

CUSTOMER/BUYER RESEARCH · Random customer at Red X, thought the adult beverage tasted like Yoo Hoo but without the alcohol. · At checkout, I purchased 1 bottle of Adult Chocolate Milk, the employee mentioned that the product must be new and she thought the name made it sound fun.

WINE &

· Mostly focuses on wine & beer · Only customer in the store on a Friday night at 7pm · The shelves as a whole looked empty · Utilized for the Location and Convenience

CUSTOMER/BUYER RESEARCH · Not applicable since they do not carry the product.

Gomer’s INNER CITY PERSONALITY

· Diverse Selections of Products · Has a Wide Selection of Wine, Mixers, Beer · Space has a Fresh Vintage Persona · Diverse Crowd

DOES NOT SELL ADULT CHOCOLATE MILK · The Liquor Rep tasted the Staff on the Product. They thought it taste similar to Baileys · They thought the Bottle looked too Gimmicky CUSTOMER/BUYER RESEARCH · Not applicable since they do not chose to carry the product

14


01 Control States The

Alabama Idaho Iowa [Does not operate retail outlets.] Maine Maryland Michigan [Does not operate retail outlets.] Mississippi [State-contracted liquor stores] Montana [State-contracted liquor stores.] New Hampshire [State-run liquor stores.] North Carolina Oregon Pennsylvania [All liquor stores are run by the state.] Utah Vermont [Liquor stores are state-contracted and licensed] Virginia [All liquor stores are run by the state] Washington West Virginia Wyoming [Does not operate retail outlets] About one-quarter of the United States population lives in control or monopoly states.

No Adult Chocolate Milk

Nashelenas says, “the drink is 40-proof , containing 15% alcohol, and the way it is presented could cause problems.” Nashleanas says, “a young child could mistakenly drink the product thinking it was regular chocolate milk.” The decision by the commission came after the manufacturer appealed the decision of Alcoholic Beverages Division staff and the commissioner that the product should not be sold. Source: radioiowa.com

Source: iowahouserepublicans.com

positioning

The 19 control or monopoly jurisdictions: [2011]

15


01 Packaging Law for Alcohol REFERENCING TTB REGULATION OF ALCOHOL PACKAGING

REFERENCING STRUCTURE OR FORM OF PACKAGING

As I gathered every regulation that pertained to Adult Chocolate Milk, below are a few statements that I highlighted during my research:

Another segment that pertained to Adult Chocolate Milk is listed below:

1.“TTB’s Compliance Laboratory samples alcoholic beverages in the stream of commerce in an effort to identify contaminants and adulterants, and to monitor for accurate alcohol labeling.”

1.“Unconventional packaging is also a concern to TTB because of the potential for misleading consumers as to the nature of the product, thereby resulting in too much unwitting consumption of an alcoholic beverage. For example, in evaluating the sale of alcohol in packages resembling coffee creamers or children’s frozen gelatin confections, TTB stated that the packages either confuse the fact that they contain alcohol beverages or ... otherwise ... encourage alcohol consumption by both eligible and underage consumers, trivialize the dangers associated with inappropriate consumption, or are easily confused with other food products. It should be noted, however, that much of the issue with these products involves the labeling as well.”

2.“With regard to packaging, the FAAA authorizes the TTB to regulate the bottle sizes for alcoholic beverages. Further, the Internal Revenue Code of 1986 authorizes regulations on the kind and size of containers for distilled spirits. According to the TTB, the purpose of the regulations establishing uniform standards of fill for alcoholic beverages is to prevent a proliferation of bottle sizes and shapes which would inevitably result in consumer confusion and deception with regard to the quantity and net contents of the alcohol beverage package.” 3.“There are two aspects to TTB’s regulation of packaging: The first is whether the structure or form of the package raises problems with respect to the bureau carrying out its statutory duties. The second aspect— potentially burdensome for manufacturers of innovative packaging— is whether the composition of the package contemplated for a specific alcohol is an approved type of packaging.” Source: packaginglaw.com

Source: packaginglaw.com

positioning

The

16


01 Reduce, Reuse, Sustain THINK GREEN

Creating the perfect marriage of product and packaging is vital when considering the environment. During my material studies, I will select consumer preferred, resource efficient packaging. I am eliminating and avoiding waste that ends up in landfills. Also, by selecting sustainable materials, this will support the local manufacturers due to reducing the greenhouse gas emissions.

positioning

At the end when the product is on the shelf, I want Adult Chocolate Milk’s new packaging mix to shape the consumers growing environmental awareness and to understand the importance of recycling and how it reduces our carbon footprint.

17


forms labels lids packaging color materials

inspirational

02

GOALS FOR PRODUCT/BOTTLE Utilize a material that fits the criteria of Reduce, Reuse, and Sustain Persona.

18


02

GOALS FOR GRAPHIC LABEL: FSC Certified Paper, Alternative or Tree Free Papers, Eco Friendly Approach

inspirational

forms labels lids packaging color materials

19


02

GOALS FOR PACKAGING: Employ the design intent of Reduce, Reuse, and Sustain while having the diverse ability to utilize the packaging as something else in its second life.

inspirational

forms labels lids packaging color materials

20


02

GOALS FOR LID/CAP: Utilize a lid/cap that helps reserve the product, however at the same time is not convenient for just anyone to get into.

inspirational

forms labels lids packaging color materials

21


02Brainstorming Just

22


02Mind Mapping

not smooth

Alex

brainstorming

Adult Chocolate Milk

23


02 Analysis The

Peer Feedback

Myles states: “Nice work on your research. I appreciate your ability to communicate “the facts” in a short and concise manner. I think as a reader it is easy to follow, and I can understand the scope in progression. It looks like you had a good time with your taste testing and I think the views of your test market align with those of the general public. I am not sure if many would try this on a regular basis. It seems like more of a playful, goofy product that would be purchased as a gift. At any rate, as others have pointed out you cannot change the product but you can change the perception. I am excited to see what tone your packaging and surface graphics will take. I really like your exploration and out of the box ideas for finding a new packaging solution. Is it too expected to explore a regular paper milk carton? I think the creative shape of the existing bottle at least adds some interest and makes it feel more sophisticated, although the graphics and name suggest otherwise.”

Dimitri states: “While I have to be honest and say that your product choice grosses me out, I think you have picked a monster to re-invent and I am excited to see what you can do with this. As a designer, you can’t obviously change the ingredients, but you can “trick” those into thinking that they are good:)

A few details to add in as a result from my research:

So, a couple of things. First, I think you target market is still very detailed, not giving you much room for growth in the market. In my opinion (and being an avid drinker) the longer you drink (over years) the less you find yourself drinking those types of drinks. It just feel like, based on your research that they user would be those that have not been drinking long, possibly a younger crowd, that start to stomach the taste of alcohol diluted with their love for chocolate milk. Your product tasting page was great, I love that you included this. What I also got from this page, was no one liked it and they are around alcohol continually... again, just wondering about your demographic.

One area is at the front portion of the store near an area that many people sit at to taste or sample a product. There will be a few bottles of this product in this area. Having the product in this area will allow the consumers take notice of the new product identity along with it’s new print point of $13/bottle with consideration of a multi pack to encourage the buyer to buy more than just one or two bottles at a time.

I think the marketing on the FB is very misleading when you see the bottle, so maybe you can find out where they really want to go with this product. Your competition was dead on, but you can totally see the difference in the packaging, consumer and marketing styles. Just something to keep in mind. I also found your preliminary research on materials to be a great start for phase 2.” Hiram states: “Good stuff here.I really like your preliminary material exploration options on page 21, lots of fun and clever designs. Looking forward to seeing what you come up with.”

Adult Chocolate Milk will be placed in boutique retail wine environment, called Cellar + Loft in the Rivermarket area of Kansas City, MO. The product placement will be in two areas within the store.

The next area for the product placement is at the back portion of the store where all of the products are placed on shelves. The product will be placed on the 3rd shelf from the top. Each shelf is placed with 14" increments.

analysis

Marvin states: “This is very successful here. Your PB is well organized and cohesive. You have captured all of the necessary sections to help you move forward into your next steps. I personally love your product tasting section with the illustrations. The process book as whole is very engaging and easy to follow. The map you included in your book gives a nice feel on the areal and positioning of the product. Awesome work Jamie and I look forward to your next development.”

Moving Forward

24


03 Thumbnails


03 Thumbnails


03 Thumbnails


03 Thumbnails


03 Thumbnails


03 Mock Up

Prelim Mock Up

height 10"

hei gh t2 "

Structural

widt h 3.2 5"

DESIGN INTENT

This concept utilizes sustainable material that creates a sufficient form to benefit the environment. Also the functionality of the product is practical for the consumer to carry by the handles while they continue to shop the store. This also benefits the clerk so they do not have bag the product so it can be carried out.


03 Mock Up Structural

Ergonomic Grip

Cocktail Glass "The crate seems a bit cliche... wondering if you can’t think of anything that is a simplistic, contemporary cardboard piece that is also the shipping container?" –Dimitri

Closed View [Significant for Shipping] Remove to place on shelf. [Perforated]

Responsive form, takes in consideration on how consumer handles the container.

Dividers

Handle

Bulky form, hard to grasp with one hand, the base is 4 inches deep.

This concept focuses solely on convenience, flexibility, and a simple approach for the consumer. The package creation holds 3 products that come with an easy access cocktail glass. This is perfect for those summer days by the pool. The package provides durable handles to allow the buyer to carry the product home without utilizing a retailer bag. The package comes equipped with perforated front and top panels to allow the associate pop off and place on the shelf.

Height 12"

DESIGN INTENT

Width 2

.75"

Placeholder for Graphics

Shelf View


03 Mock Up Structural

[2] 500ml

depth 5" Single Bottle shown; to exemplify the overall form out of the package.

height 5"

dia 3.5"

Package

height 8"

This concept utilizes recycled aluminum bottles that are painted white. They are housed in an ‘On the Go’ white corrugated package that allows the buyer to carry to gatherings and has the opportunity to use as an afterlife form either for a flower box, collection box, or for condiments. The front panel graphics exemplify the bottle forms that are consistent with the existing forms. The idea on this is not allow the structural package provide a barrier or disconnect the message to the buyer.

Single Bottle

DESIGN INTENT

Afterlife

Influence

Handle

width 9.5"


03 Studies Material

SUGARCANE BAGASSE MOLDED PULP PAPER It is coated inside with sugarcane lignin and printed with vegetable based inks, all based on food safe materials. Bagasse is an annually renewable plant resource and is compostable and recyclable. This packaging solution does not rely on oil extraction and also minimizes green house gas emissions. This new molded pulp milk packaging solution could be an eco-friendly vision of the future.

SOY INK Soy ink reduces the environmental burden in the printing industry. As soybeans grow they temporarily remove damaging carbon dioxide from the atmosphere. Soy ink is naturally low in VOCs and its usage reduces emissions causing air pollution. Qualities; delivers high quality prints compared to petroleum-based ink, shows a greater rub resistance, and is cost effective.

RECYCLED KRAFT CONTAINERS Kraft paper is a type of paper manufactured from wood pulp. It is very cost efficient due to its recyclability. The containers/boxes are eco-friendly due to being made from recycled materials; they are renewable and can be used for many years.make the boxes safe and easy to carry.

ALUMINUM ECOFRIENDLY In 60 days a can is recycled, turned into a new can, and back on store shelves. Aluminum is a sustainable metal, can be recycled over, and over again. The aluminum can is the most valuable container to recycle and is the most recycled consumer product in the U.S. today.

TETRA PAK SUSTAINABLE PACKAGING Tetra Pak is beneficial, safe, and healthy. It meets the market criteria for performance and cost. The sustainable packaging is physically designed to optimize materials and energy. Last, it takes global responsibility for the forests that provides its raw material.

CORRUGATED BOARD Corrugated material is a complete, high performance material design, manufacturing and delivery system. It is made from recycled material and 100% recyclable. It’s low cost packaging solution, durable, and can withstand any shipping pressures.


03 3D Studies Material

A

B

C

MATERIAL A

Sugarcane Bagasse

B

Recycled Kraft Container

D

E

MATERIAL C

Natural Corrugated Board [Shell] Tetra Pak [Container] Recyclable Glass [Cocktail Glass]

D

White Kraft Container/Board [Shell] Tetra Pak [Container] Recyclable Glass [Cocktail Glass]

MATERIAL E

White Corrugated Board [Shell] White Aluminum [Bottle]


MOOD BOARD

03


03 Color Studies Female + Male

TURQUOISE

HONEY GOLD

joyful, clear, and clean

Classic and Elegant

CMYK RGB HEX

CMYK RGB HEX

71/0/59/0 58/186/143 # 3ABA8F

15-1142

563 TANGERINE TANGO

PALE GREY

CMYK RGB

CMYK RGB HEX

Eternal Practical Gray

spirited reddish orange with energy boost

17-1463

0/82/80/0 226/73/47

7485

a twist on a classic navy

Offers a bit of escapism

CMYK RGB HEX

CMYK RGB HEX

89/58/47/29 32/80/95 # 20505f

7471

172

simplistic and classy

Reflects passion and enthusiasm

CMYK RGB HEX

CMYK RGB HEX

0/0/0/0 255/255/255 # ffffff

Chili Pepper

optimistic and original

Hot and spicy

CMYK RGB HEX

CMYK RGB HEX

0/9/9100/0 254/222/0 #ffe712

471

21/76/100/10 182/85/24 # b65518

WARM RED

LIGHT MUTED BLUE

purity, joy, and celebration

Relaxed and Calm Impression

CMYK RGB HEX

CMYK RGB HEX

0/86/97/0 246/74/36 #fe4819

DARK BROWN

timeless and elegant

4625

173

5/93/100/1 277/51/1 # e33301

BUFF YELLOW

CMYK RGB HEX

52/70/82/70 59/34/13 #3b220d

564

MALE USER

FEMALE USER

803

46/0/21/0 123/22/216 # 7bddd8

ORANGE RED

WHITE

White

9/7/20/0 230/227/205 # e6e3cd

PALE BLUE

TWILIGHT BLUE

7477

13/31/84/1 223/175/74 # dfaf4a

41/4/25/0 151/204/196 # 97cc4

DARK BLUES

Reliability and Professional

5477

CMYK RGB HEX

75/48/59/30 63/92/87 # 466a6c


03 Studies Typeface

Ubuntu Font Family

DESIGNED BY RELEASE DATE FORMAT

Dalton Maag

October 2010 Truetype/OpenType

REGULAR

The quick brown fox jumps over the lazy dog. MEDIUM

The Ubuntu typeface has been specially created to complement the Ubuntu tone of voice. It has a contemporary style and contains characteristics unique to the Ubuntu brand that convey a precise, reliable and free attitude.

ABCDEFGHIJKLMNOPQR STUV W X Y Z 0123456789 LIGHT

abcdefghijklmnopqr stuvwxyz 0123456789 USAGE

Display Type

25 pt

Adult Chocolate Milk Adult Chocolate Milk Adult Chocolate Milk Adult Chocolate Milk


03 Studies Typeface

DIN 30640

NEUZEIT GROTESK LIGHT

DESIGNED BY Johannes Erler, Albert-Jan Pool RELEASE DATE 1925 CLASSIFICATION Sans Serif, Grotesque

DIN refers to the Deutsche Industrie-Norm, the German Industrial Standard. Utilized for numerous usages, this typeface is commonly known for its appearance on road signs and license plates in what was formerly West Germany. Typical use: signage, posters, and display work that radiates a neo-1990s look. USAGE

Display Type

ABCDEFGHIJKLMNOPQR STUVWXYZ 0123456789 NEUZEIT GROTESK BOLD COND

abcdefghijklmnopqrstuvwxyz 0123456789 25 pt

Adult Chocolate Milk Adult Chocolate Milk REGULAR

RANGER

ABCDEFGHiJKLMN OPQRSTUVWXYZ

DESIGNED BY Evan Huwa RELEASE DATE 2010 CLASSIFICATION Sans Serif

Designer, illustrator and typographer Evan Huwa creates Colorado native with roots in the dairy business. Available in uppercase only. USAGE

Display Type

Adult Chocolate Milk

25 pt

ABCDEFGHiJKLMNOP QRStUVWXYZ


03 Studies Typeface

AVANT GARDE

MEDIUM

DESIGNED BY Herb Lubalin & Tom Carnase RELEASE DATE 1970 CLASSIFICATION Neo Grotesque Sans Serif

Lubalin created a geometric display face, which was originally designed as a logo for their magazine. Later they transformed the idea into a full-fledged typeface. Today, the face retains some of the flavor of the late sixties/early seventies. USAGE

Display Type

ABCDEFGHIJKLMNOPQR STUVWXYZ 1234567890 MEDIUM

abcdefghijklmnopqr stuvwxyz 1234567890 25 pt

Adult Chocolate Milk

HELVETICA

REGULAR

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

DESIGNED BY Max Miedinger RELEASE DATE 1957 CLASSIFICATION Sans serif

CONDENSED

Helvetica is an all-purpose type design that can deliver practically any message clearly and efficiently. USAGE

Body Copy

abcdefghijklmnopqrstuvwxyz 1234567890 LIGHT CONDENSED

abcdefghijklmnopqrstuvwxyz 1234567890 10 pt

The quick brown fox jumps over the lazy dog.The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog.


03 Studies

Graphic Label


03 Studies

Graphic Label

ADULT ADULT M

chocolate I L

chocolate

K M

ADULT

M

I

I

L

L

K

K

ADULT

ADULT

chocolate

chocolate

M

I

L

K

M

I

L

ADULT chocolate

K

M

I

L

MILK

MILK

ADULT Chocolate Milk

C H OCOL ATE milk L I QU EU R

K


03 Studies

Graphic Label

"The problem I have with it is that I am seeing "cola" over chocolate. Tha may just need to be tweaked a bit to pull it off. I would also consider a chocolate color instead of black." -Professor Abadie

"I love the use of the word chocolate integrated with adult and milk. I agree with Prof. Abadie, I see cola too, so maybe some contrast correction could eliminate this? Also, I don't know how effective it will be to have the type bend onto panel A." –Dimitri


Concept 1a

[A] Front Panel Graphic Study

DESIGN INTENT

This concept utilizes sustainable material that creates a sufficient form to benefit the environment. Also the functionality of the product is practical for the consumer to carry by the handles while they continue to shop the store. This also benefits the clerk so they do not have bag the product so it can be carried out.

ADULT

MATERIAL

Sugarcane Bagasse

ADULT

COLOR [PMS] 4625

0803

5477

17-1463

0172

0563

7485

7471

CHOCOL ATE milk L IQUEUR

15-1142

TYPEFACE

Ubuntu Font Family The final will include other 2 panels which will include barcodes, country of origin, nutritional information, weight, etc.

PRELIM FRONT PANEL

PLEASE NOTE

Scale: 1/2" =1'-0"

chocolate M

I

L

K


Concept 1b

[B] Front Panel Graphic Study

DESIGN INTENT

This concept utilizes sustainable material that creates a sufficient form to benefit the environment. Also the functionality of the product is practical for the consumer to carry by the handles while they continue to shop the store. This also benefits the clerk so they do not have bag the product so it can be carried out.

ADULT

MATERIAL

Recycled Kraft Container

chocolate

ADULT

M

COLOR [PMS]

I

C HOCOL ATE mil k LI QUEU R

5477

4625

7485

17-1463

15-1142

0564

TYPEFACE

Ubuntu Font Family "...I still think there might be something missing to make it perfect but not sure what that is. Perhaps adding a texture to the background or the type, not sure. Of all the designs, I like the last ones, especially the angled ones." -Hiram

PRELIM FRONT PANEL

DIRECTIONAL FEEDBACK

Scale: 1/2" =1'-0"

L

K


Concept 2a

MILK

[C] Front Panel Graphic Study

DESIGN INTENT

This concept focuses solely on convenience, flexibility, and a simple approach for the consumer. The package creation holds 3 products that come with an easy access cocktail glass. This is perfect for those summer days by the pool. The package provides durable handles to allow the buyer to carry the product home without utilizing a retailer bag. The package comes equipped with perforated front and top panels to allow the associate pop off and place on the shelf.

MATERIAL

COLOR [PMS] 4625

17-1463

0564

TYPEFACE

DIN 30640 DIRECTIONAL FEEDBACK

Ok, so the image on page 45 is the most impactful for me. I love the use of the word chocolate integrated with adult and milk. I agree with Prof. Abadie, I see cola too, so maybe some contrast correction could eliminate this? Also, I don't know how effective it will be to have the type bend onto panel A. Why not have it just touch the curve of the container? this way you get the "T" in chocolate..." -Dimitri

PRELIM FRONT + SIDEP ANELS

MI

LK

Natural Corrugated Board [Shell] Tetra Pak [Container] Thin Recyclable Glass [Covers the Top Carton]

Scale: 1/2" =1'-0"


Concept 2b MILK

[D] Front Panel Graphic Study

DESIGN INTENT

MI

LK

MI

LK

This concept focuses solely on convenience, flexibility, and a simple approach for the consumer. The package creation holds 3 products that come with an easy access cocktail glass. This is perfect for those summer days by the pool. The package provides durable handles to allow the buyer to carry the product home without utilizing a retailer bag. The package comes equipped with perforated front and top panels to allow the associate pop off and place on the shelf.

MATERIAL

MI

LK

White Kraft Container/Board [Shell] Tetra Pak [Container] Thin Recyclable Glass [Covers the Top Carton]

4625

17-1463

0564

7485

TYPEFACE

DIN 30640

PRELIM FRONT + SIDEP ANELS

COLOR [PMS]

Scale: 1/2" =1'-0"


Concept 3a

[E] Front Panel Graphic Study

DESIGN INTENT

MATERIAL

A

B

C

D

MILK

This concept utilizes recycled aluminum bottles that are painted white. They are housed in an ‘On the Go’ white corrugated package that allows the buyer to carry to gatherings and has the opportunity to use as an afterlife form either for a flower box, collection box, or for condiments. The front panel graphics exemplify the bottle forms that are consistent with the existing forms. The idea on this is not allow the structural package provide a barrier or disconnect the message to the buyer.

White Corrugated Board [Shell] White Aluminum [Bottle]

ADULT

DIRECTIONAL FEEDBACK

"The problem I have with it is that I am seeing 'cola' over chocolate. That may just need to be tweaked a bit to pull it off." -Professor Abadie

COLOR [PMS]

COLOR [PMS]

17-1463

17-1463

5477

17-1463

4625

4625

7471

15-1142

564

TYPEFACE

DIN 30640

TYPEFACE

Ubuntu

COLOR [PMS]

COLOR [PMS] White

17-1463 White

TYPEFACE

TYPEFACE

RANGER DIN 30640

RANGER DIN 30640

564


03 Feedback Retailer RETAIL

ATMOSPHERE EMPLOYEE DATE

Cellar + Loft Boutique Liquor Buyer Saturday, February 18, 2012

RESPONSE

At first, I shared my Concept 2, the 3 pack, with him. He liked this idea a lot due to it being available in multiples of 3’s. I guess typically retailers like it when things are shipped in 3, 6, or 12 packs; it is easier for them when doing the inventory count and people tend to purchase things better in bulks of 3’s for some reason. He also commented about how the Tetra Pak material is highly favorable these last couple of years due to its diversity and durability. Apparently, some tend to purchase Tetra Pak products for picnics or tail gating events due to its ease of recycling. In regards to the graphics, he really didn’t seem to have a favorite amongst the two designs for Concept 2. Last, I asked about the price point being around $33 for 3 bottles. He mentioned this seems practical, due to the shipping in bulks of 3, the Tetra Pak being not as heavy as glass, and not having to use the stores retail bag for the buyer to carry the product out of the store. On another note, I showed him Concept 1 and 3. Concept 1, he felt was okay, but again mentioned how Concept 2 really seemed to hit the mark. Concept 3, he liked but commented it would be better if in a 3 or 6 pack. Last I verified the products dimensions to make sure it would work on the retail shelf.

Consumer 1 NAME

SEX

AGE

CAREER

Craig 37 years old Male Senior Account Executive at Saepio

Consumer 2 NAME

SEX

AGE

CAREER

Jim 38 years old Male Senior Art Director

PERSONALITY

PERSONALITY

RESPONSE

RESPONSE

First, I started with Concept 2; in which he liked the convenience of buying multiples and the carrier they came in. He chuckled how the carton came with its own drinking glass and mentioned how awesome it was due to the convenience factor.

So I brought a bottle for him to try out while I explained Concept 2 to him. As he looked at the graphics and the relationship of them to the container that housed the 3 bottles; he commented how the beginning part of the name was cut off when in the package. He suggested the graphics read from top to bottom. This way he understood what he was purchasing. Visually he liked the fresh look Concept 2 portrayed compared to the dark color palettes that Baileys and Chocovine provide. He also liked the ergonomic detail that I provided for one to utilize when pouring.

Craig is very keen on trying new products that are fresh out on the market. He loves to entertain at home. In the summertime, he prefers drinking in the afternoon in his pool with friends. His favorite color this year is turquoise. Last, his attire is very sharp per the high profile brands that he supports.

I showed my friend, Craig, the 3 concepts. Craig is a huge fan of Adult Chocolate Milk and has been purchasing the product for the past year.

Next, I shared Concept 1 with him. He didn’t seem to provide too much of a reaction about it. He mentioned how he liked the first concept better. Last, he seemed to really like Concept 3 too. He provided a unique idea about how it would be really cool if it serve as a mini poolside cooler. With this thought in mind, this would entail providing a liner inside the corrugate which is definitely possible. Graphics, he mentioned how he liked both of the graphics for Concept 2. He didn’t mention why or anything but liked how they were vertical and/or diagonal.

Jim is a very energetic person who loves to try new and different types of liqueur. Jim ventures out to about 2 happy hours a month. He is very passionate about design details and when executed at an exceptional level. He lives downtown in the a loft in the river market.

I shared the 3 concepts with my coworker Jim. Jim enjoys Baileys, Chocovine, and was curious on how Adult Chocolate Milk tastes.

In regards to the other 2 concepts, he liked Concept 1 and 3. I shared with him Craig’s idea about Concept 3 being a small cooler to house the aluminum bottles next to the poolside. He smiled and thought it was a very clever, fun idea. Last, he was in favor of the price point and mentioned how it was less than Baileys pricing.


03 Analysis After gathering the feedback and insights that I received from the retailer and two consumers, I am able to realign my thoughts and how I need to proceed with revising the product and package. Per the feedback from the retailer, the buyer liked Concept 2 the best due to the 3 pack carrier and how it supported his shipping method. Liked the utilization of the Tetra Pak material and how it’s a huge fan amongst the consumers. Mentioned the price point of $33 for 3 bottles was feasible and last liked the carrier due to lowering the bag expense at check out. Next, Craig liked Concept 2 the best but also seemed to like Concept 3. For Concept 2, he mentioned he was in favor of buying multiples at a time, like the drinking glass that covered the top portion of the carton, and like the vertical and diagonal graphics. What he liked about Concept 3, was per his suggestion about the having the container be a mini cooler for one at their poolside.

Last, Jim was in favor of Concept 2 also. He did provide some suggestions on providing better visual graphics for the consumer. He liked the fresh color palette compared to Baileys and Chocovine palette. He also mentioned he like the price point and how it was less than Baileys. As noted, it looks like all were in favor of Concept 2. So my next steps are to revise the graphics per Jim’s suggestion and to see if the package could serve as a possible container of some sort at the poolside.


04 Graphic Panels Exemplified are the graphic panel dielines for the container. The line drawings are at full scale.

20% ALC/VOL 40 PROOF

CONTAINS CERTIFIED COLOR AND CARAMEL COLOR.

[B] [C]

diecut

GOVERNMENT WARNING: (1) ACCORDING TO THE SURGEON GENERAL, WOMEN SHOULD NOT DRINK ALCOHOLIC BEVERAGES DURING PREGNANCY BECAUSE OF THE RISK OF BIRTH DEFECTS.

diecut

(2) CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY TO DRIVE A CAR OR OPERATE MACHINERY, AND MAY CAUSE HEALTH PROBLEMS.

[A]

MILK

MILK

[C]

[B] PRODUCED & BOTTLED BY ADULT BEVERAGE COMPANY TEMPERANCE, MI 48182 DSP-MI-15002

[A]

750 ml

[A]

20% Alcohol

2.75" wide x 9" high

750 ml

[B] 2.25" wide x 9" high

[C]

20% Alcohol

2.75" wide x 9" high


MILK

MILK

MILK

Not to Scale

[E] Top Panel [Perforated] 8.5" wide x 2.75" high

[D] Front Panel [Perforated] 8.5" wide x 9" high 20% Alcohol

MILK

MILK

750 ml

[E]

20% Alcohol

Exemplified are the graphic panel dielines for the package. The line drawings are drawn at full scale.

750 ml

PRODUCED & BOTTLED BY ADULT BEVERAGE COMPANY TEMPERANCE, MI 48182 DSP-MI-15002

(2) CONSUMPTION OF ALCOHOLIC BEVERAGES IMPAIRS YOUR ABILITY TO DRIVE A CAR OR OPERATE MACHINERY, AND MAY CAUSE HEALTH PROBLEMS.

GOVERNMENT WARNING: (1) ACCORDING TO THE SURGEON GENERAL, WOMEN SHOULD NOT DRINK ALCOHOLIC BEVERAGES DURING PREGNANCY BECAUSE OF THE RISK OF BIRTH DEFECTS.

CONTAINS CERTIFIED COLOR AND CARAMEL COLOR.

20% ALC/VOL 40 PROOF

04 Graphic Panels [D]

Please Note: The dielines are rotated 90 degrees due to need to fit on 11 x 17 layout.


04 Graphic Panels Exemplified are the graphic panel dielines for the package. The line drawings are drawn at full scale.

MILK

[G]

MILK

MILK

[F]

[H]

[F]

2.75" wide x 3" high

[G]

2.75" wide x 3" high

[H]

2.75" wide x 3" high


04 Final Form


04 Final Form


Final Words

Concluding onto the next phase with the product, Adult Chocolate Milk, I plan to create an Exhibit Display. The overall floor plan will be 10 feet by 10 feet. The overall personality of the exhibit will be consistent to the mood board and other inspirational imagery that I gathered during this phase of the project.

CORDIALS

LIQUEUR

$18/btl

$18/btl

$18/btl

$18/btl

e

ChocoVine

coVin

Comes in 3 pack. Perfect for day drinking or hanging out with friendins

$

33

Cho 00

Comes in 3 pack. Perfect for day drinking or hanging out with friendins

$

33

00

Comes in 3 pack. Perfect for day drinking or hanging out with friendins

$

33 00

Comes in 3 pack. Perfect for day drinking or hanging out with friendins

$

33 00

Comes in 3 pack. Perfect for day drinking or hanging out with friendins

$

33 00

ChocoVine Comes in 3 pack. Perfect for day drinking or hanging out with friendins

$

33 00

Comes in 3 pack. Perfect for day drinking or hanging out with friendins

$

33 00

Comes in 3 pack. Perfect for day drinking or hanging out with friendins

$

33 00

Comes in 3 pack. Perfect for day drinking or hanging out with friendins

$

33 00

Comes in 3 pack. Perfect for day drinking or hanging out with friendins

$

33

ChocoVine

00

Retail Environment

copyright Š 2012 jamie turpin

In regards to meeting the overall intent and personal expectation for this project, I am satisfied with the end results. During the process, I was indecisive on the products identity, but looking at the overall personality and form of this product I am happy with the final identity selection. The 3D renderings were created in Sketch Up and were very fun to experiment with. Overall, I feel I met my personal expectations via the details, studies, and illustrations.


jamie turpin . portfolio design . adult chocolate milk


MILK exhibit design


PROMOTION DESIGN DESIGN PROCESS Creative Brief Research Inspiration Mood Board Thumbnails Branding Guidelines Concepts Feedback Studies Mock Up Final Graphics Final 3D


CREATIVE BRIEF

DEMOGRAPHICS FROM SXSW 2011

KEY OBJECTIVE The Brand’s Key Objective is to provide an emotional connection with the target audience while developing a platform that is consistent with Adult Chocolate Milk’s brand and personality. The intent of Adult Chocolate Milk’s exhibit is to direct the audience to the space, graphically capture their attention, and educate them on the product. TARGET AUDIENCE We are Communicating the Message to consumers that annually attend the South by Southwest; Music & Independent Film Festival in Austin, Texas. The common audience is male and female who range in age from 20’s to late 40’s. Obviously they have a passion for great music and supporting the independent films.

PROFESSION

MESSAGE The Message needs to convey graphics that connect with the target audience that generates strong emotion to the product and the brand. Also provide an open and inviting space to increase effectiveness and employ sustainable materials throughout the exhibit. IDENTITY Need to employ Adult Chocolate Milk’s branding guidelines. Visually support the brands personality and tone. DEFINE PROJECT INTENT Expressively exemplify Adult Chocolate Milk’s innovative product in an exhibit display that utilizes sustainable materials, create graphics that emotionally connect with the target audience, and provide consistency with the brand and personality.

AGE

Under 21 1% 21- 30 31% 31-40 40% 41-50 19% 51+ 9%

INCOME

Under $18,000 $18- 35,000 $35- 55,000 $55- 85,000 $85- 150,000 $150,000 +

04% 07% 13% 19% 31% 26%

SEX

Female & Male

GEOGRAPHIC BREAKDOWN

Tradeshow exhibit display location: South by Southwest; Music & Independent Film Festival in Austin, Texas.

Target Audience

Sourced from: South by Southwest Website sxsw.com


RESEARCH

TRADESHOW DETAILS What is the SXSW® Trade Show? • A four day business exhibition spanning all three conferences (Interactive, Film and Music). • Admission to the SXSW Trade Show is open to all SXSW badge holders and all SXSW Showcasing artist wristbands. Who should exhibit at the SXSW Trade Show? • Start-ups, established brands, and everything in between. • Labels, distributors, merchandise companies, studios, film/music/ technology universities, talent and marketing agencies, festivals, related non-profits, associations, commissions. • Software and hardware manufacturers, social media solutions, infrastructure and hosting providers, SEO and marketing services. • Media outlets

Hours of Operation • Monday, March 12 – 11:00 ‐ 6:00 PM • Tuesday, March 13 – 11:00 ‐ 6:00 PM • Wednesday, March 14 – 11:00 ‐ 6:00 PM • Thursday, March 15 – 11:00 ‐ 4:00 PM Location • Exhibit Halls 3 & 4 on the first floor of the Austin Convention Center

The Austin Convention Center is a LEED® Gold certified building.

2011 SXSW Conference SXSW is at the Austin Texas Convention Center.


RESEARCH BOOTH DETAILS

Linear Booths Linear Booths, also called “in-line” booths, are generally arranged in a straight line and have neighboring exhibitors on their immediate right and left, leaving only one side exposed to the aisle. Dimensions For purposes of consistency and ease of layout and/or reconfiguration, floor plan design in increments of 10ft (3.05m) has become the de facto standard in the United States. Therefore, unless constricted by space or other limitations, Linear Booths are most commonly 10ft (3.05m) wide and 10ft (3.05m) deep, i.e. 10ft by 10ft (3.05m by 3.05m). A maximum back wall height limitation of 8ft (2.44m) is generally specified. Use of Space Regardless of the number of Linear Booths utilized, e.g. 10ft by 20ft (3.05m by 6.10m), 10ft by 30ft (3.05m by 9.14m), 10ft by 40ft (3.05m by12.19m), etc. Display materials should be arranged in such a manner so as not to obstruct sight lines of neighboring exhibitors. The maximum height of 8ft (2.44m) is allowed only in the rear half of the booth space, with a 4ft (1.22m) height restriction imposed on all materials in the remaining space forward to the aisle. (See Line-of-Sight exception on page 8.) Note: When three or more Linear Booths are used in combination as a single exhibit space, the 4ft (1.22m) height limitation is applied only to that portion of exhibit space which is within 10ft (3.05m) of an adjoining booth.

Sourced from: IAEE’s Guidelines for Display Rules and Regulations


RESEARCH BOOTH DETAILS

Canopies and Ceilings Canopies, including ceilings, umbrellas and canopy frames, can be either decorative or functional (such as to shade computer monitors from ambient light or to allow for hanging products). Canopies for Linear or Perimeter Booths should comply with Line-of-Sight requirements. (See “Use of Space” for Linear or Perimeter Booths). The bottom of the canopy should not be lower than 7ft (2.13m) from the floor within 5ft of any aisle. Canopy supports should be no wider than three inches 3in (.08m). This applies to any booth configuration that has a sight line restriction, such as Linear Booth. Fire and safety regulations in many facilities strictly govern the use of canopies, ceilings, and other similar coverings. Check with the appropriate local agencies prior to determining specific exhibition rules. Hanging Signs & Graphics Most exhibition rules allow for hanging signs and graphics in all standard Peninsula and Island Booths, usually to a maximum height range of 16ft to 20ft (4.88m to 6.10m) from the top of the sign. End-cap Booths do not qualify for hanging signs and graphics. The distance is measured from the floor to the top of the sign. Whether suspended from above, or supported from below, they should comply with all ordinary use-of-space requirements. For example, the highest point of any sign should not exceed the maximum allowable height for the booth type. Hanging Signs and Graphics should be set back 10ft (3.05m) from adjacent booths and be directly over contracted space only. Approval for the use of Hanging Signs and Graphics, at any height, should be received from the exhibition organizer at least 60 days prior to installation. Variances may be issued at the exhibition management’s discretion. Drawings should be available for inspection.

Sourced from: IAEE’s Guidelines for Display Rules and Regulations

Towers A Tower is a free-standing exhibit component separate from the main exhibit fixture. The height restriction is the same as that which applies to the appropriate exhibit space configuration being used. Towers in excess of 8ft (2.44m) should have drawings available for inspection. Fire and safety regulations in many facilities strictly govern the use of towers. A building permit or safety lines may be required. Lighting Exhibitors should adhere to the following suggested minimum guidelines when determining booth lighting: • No lighting, fixtures, lighting trusses, or overhead lighting are allowed outside the boundaries of the exhibit space. Exhibitors intending to use hanging light systems should submit drawings to exhibition management for approval. • Lighting, including gobos, should be directed to the inner confines of the booth space. Lighting should not project onto other exhibits or exhibition aisles. • Lighting which is potentially harmful, such as lasers or ultraviolet lighting, should comply with facility rules and be approved in writing by exhibition management. • Lighting that spins, rotates, pulsates, and other specialized lighting effects should be in good taste and not interfere with neighboring exhibitors or otherwise detract from the general atmosphere of the event. • Currently, some convention facilities are not allowing quartz halogen lighting fixtures in exhibits due to potential fire hazards. Check with exhibition management. • Reduced lighting for theater areas should be approved by the exhibition organizer, the utility provider, and the exhibit facility.

Environmental Responsibility Exhibitions, by their very nature, create waste. Properly managed, exhibitions can recycle excess materials and supplies in useful and meaningful ways, and they can do so using methods that result in minimized impact on the environment. Exhibits should utilize recycled, renewable and energy efficient materials whenever possible.


RESEARCH

2011 SXSW TRADESHOW BOOTHS


RESEARCH


RESEARCH


INSPIRATION


INSPIRATION


MOOD BOARD


THUMBNAILS

4’H side panels cable fabric system 8’H center piece 1- seating area 2- photo area 3- table area 4- interaction/shelving area product will be displayed here

she lvin are g a

Floor Graphics- utilizing recycled rubber/vinyl flooring

ting sea a are

8’-0”

Location: Corner Booth

Center Piece


THUMBNAILS


THUMBNAILS


THUMBNAILS


BRANDING GUIDELINES

Core Palette

DEFINE PROJECT INTENT Expressively exemplify Adult Chocolate Milk’s innovative product in an exhibit display that utilizes sustainable materials, create graphics that emotionally connect with the target audience, and provide consistency with the brand and personality guidelines.

PANTONE® 4625

PANTONE® 17-1463

PANTONE® 564

DIN 30640

PANTONE® 15-1142

DESIGNED BY Johannes Erler, Albert-Jan Pool RELEASE DATE 1925 CLASSIFICATION Sans Serif, Grotesque NEUZEIT GROTESK LIGHT

MILK

PANTONE® 563

PANTONE® 7477

PANTONE® 564803

ABCDEFGHIJKLMNOPQR STUVWXYZ 0123456789

PANTONE® 172

NEUZEIT GROTESK BOLD COND

25 pt

PANTONE® 7485

PANTONE® 7471

PANTONE® 173

PANTONE® 54477

Typeface

Secondary Palette

Logo Type

MILK

ab c d e f g h i j k l m n o p q rs t u v w x y z 0 12 3 4 5 6 7 8 9

Adult Chocolate Milk Adu lt C ho co la t e M ilk


CONCEPT 1

Directional Feedack

Palette

ECO FRIENDLY

“The stools could work...just don’t make it too comfy that people will hang out. You want to have enough people cycle through your booth and taste this new product. I don’t know if that type of venue would allow for sales but I am not sure anyone would want to carry a “three pack” with them while in a concert/conference.” — Professor Abadie


CONCEPT 2

Directional Feedack

Palette

ECO MODERN

“It looks great so far! I know that traditional high boys or high top tables may not be what your looking for in terms of modern furniture, but you might be able to personalize it more with a unique fabric or linen? Maybe something that ties in the colors of the Adult Chocolate Milk brand... They just seem to encourage quick tasting/interacting spaces for 3 to 4 people... I am looking forward to seeing the pieces you select for your booth as you have many great ideas in your process!” —Myles Bosack


CONCEPT 3

Directional Feedack

Palette

ECO VISUAL

“The modularity that you are incorporating into this is great. Most of the pieces you have chosen remind of the milk carton, when broken down or crushed. This is a great reiteration of the container shape! Overall, I think this has come a long way and you have provided some great initial studies. Make it easier on yourself too, by looking at companies that sell supplies to trade exhibition designers. There are a lot of great finds that may sway your assembly into a different (and easier ) direction.” — Dimitri Koumbis


DIRECTIONAL FEEDBACK Dimitri Koumbis: “I am moving toward concept 1. This allows the best circulation in the tight space and seems that it will showcase the product best. I see how you are trying to create interest and pause points in the others, but after some feedback provided by Prof. Abadie, I think she is right in her suggestion to all the most amount of people to be in the space at one time. What I like about concept 1 is that it is right to the point. Get in, get the info and get out.” Marvin Eans: “I think I am also in agreement with Dimitri. Where all of your concepts offer great solutions, I think concept one is the most practical. The space allowed for viewers is very important and your concept 1 solutions takes into consideration on a nicer scale of the traffic flow.” My Dialogue Back To Dimitri & Marvin: “Does the over scaled Adult Chocolate Milk display, in Concept 1, feel too gimmicky?” Dimitri Koumbis: “I don’t think so. I think it is a great eye catcher. Reminds me of the Tom’s display I posted a while back...This is such a unique product, you can do anything you want!” Myles Bosack: “I like it too! I think it is very appropriate for a new product launch... especially one that has clean lines like yours that will translate to a nice display. Good luck! I know time is running out!”

MOVING FORWARD Per the peer feedback that I received, I am moving forward with Concept 1. I plan to incorporate as much sustainable material and products as possible. Utilize LED lighting to pinpoint and highlight the most important graphic panels to help attract the audience at the venue. The marketing material, which will be provided at the event, will communicate our social media information so the audience can stay in the loop and follow Adult Chocolate Milk. All communicational pieces will be printed on VOC inks and eco materials. Overall, there will be an emotional connection employing simplicity, bold visual graphics, and eco friendly materials to attract the target customers so they can relate to the setting.


MATERIAL STUDIES

A

B

E

C

F

D

G

H

Legend

I

J

K

L

M

A B C D E F G H I J K L M

Re-Board Eco-friendly PP Corrugated Sheets Corrugated Board 3 Form Green Printing w/ Soy Ink Recycled Aluminum Sheets Cable Suspension LED Wallwashers Brochure/Literature Holders [mount] Brochure/Literature Holders [mobile] Floor Standing Display Cable Displays Cable Lighting


MATERIAL STUDIES

Re-board Re-board is a lightweight paper based sandwichboard, with a unique structure of corrugated board cells with several layers of special liners. Re-board Can Form Curved Shapes With the right tools and know-how, almost any shape can be created with Re-board.

Marketing Communication and Flexibility No waste, no storage, no loading/unloading. Light material – low physical strength required. Easy to set up – store employees can do the assembly. Sourced from: Re-board’s Website http://designforce.se

Product Samples

Re-board is Environmentally Friendly Can be recycled like regular paper. No harmful products are used in the manufacturing process. Decreases the use of raw material with 80% compared with solid boards such as chipboards. Energy efficient production. Low weight decreases CO2-emissions from transportation.


FURNITURE


3D FORM MOCK UP Form Study Exemplified are the 3D forms that create the overall tradeshow experience. The dimensional heights and widths are noted to help one understand the space allowance for the exhibit.

8'-0"

8'-0" 4'-6"

10'

10"

16" 4'-6"

16"

10'

3'-4"

20"

32" 20" . O.C

A.D.A Clearance

plan

perspective elevation


a

GRAPHICS Graphic Panels Exemplified are the graphic panels with their dimensions and specified materials.

a

b

8'-0"

b

c

c

MILK

Acrylic Panel 100% Certified Post – Consumer Waste

TASTING TODAY

identity display

back panel 2'-0"

FREE

1'- 0"

1'- 0"

Graphic Display Fabric Panel made from recycled yarn and printed with Soy Ink.

graphic display 2'- 0"

Graphic Display Fabric Panel made from recycled yarn and printed with Soy Ink.

3'-0"

4'-0"

MILK

graphic panel locations


3D FINAL Final View Form + Graphics = Final 3D creation. Shown here is a final view of the tradeshow exhibit for the SXSW venue in Austin, Texas.


FINAL ANALYSIS The tradeshow exhibit was an inventive project for me these past two weeks. When I started the project, I originally had an exhibit design approach generated in my mind for my product, Adult Chocolate Milk, but quickly discovered it had to be for an actual tradeshow event. Moving forward I selected an existing venue, South by Southwest in Austin Texas, and gathered the specifications for the booth development. Next, the structural form, sustainable materials, and visual details intertwined together to create an environment that spoke my brand and provided consistency with the product. A few takeaways that I learned during the process of designing a tradeshow exhibit for Adult Chocolate Milk: First, the environment needs to provide an open and inviting feel to increase effectiveness with the patrons. Secondly, I discovered utilizing distinctive eco friendly materials throughout the space; helps build visual interest and results with attracting traffic. Thirdly, the environment needs to provide an emotional connection with the audience, so they can relate and connect to the environment by feeling welcomed into the space. Overall, I successfully feel the space provides a simplistic flow for the audience so they can stir around the space with comfort and ease. To me, the environment provides visual hierarchy that contributes to the success of my product. Lastly, on a final note, I feel Adult Chocolate Milk’s tradeshow environment supports the brand message, exemplifies structural integrity, and successfully connects with the audience.


copyright Š 2012 jamie turpin


jamie turpin . portfolio design . adult chocolate milk


Adult Chocolate Milk  

Branding, Product & Package Design, Exhibist Design The states feel the name and current container are too similar to chocolate milk and th...

Read more
Read more
Similar to
Popular now
Just for you