Johnna Calvillo | Design Portfolio 2013 by Johnna Calvillo

Johnna Calvillo | Design Portfolio

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Johnna Calvillo | Design Portfolio

Online Snack Store : Snack Pack System Proposal 1: Paper tube secondary container / triangular rigid PET tube primary container

• Context: A Chicago start-up seeking a custom solution to replace stock items for online order fulfillment • Directive: Create a shipping carton that will hold 6 inner containers for 2 servings of 3 varieties of dried snack mixes • Inferred: A chance to develop a unique system catering to the target market of professionals shipping straight to the office • Options Developed: 1. Paper tube shipper holding 6 triangular rigid PET tubes arranged hexagonally inside; once delivered the smallest section of the outer paper tube serves as a place to hold and display individual containers in a small footprint on a crowded desk 2. Corrugated shipper holding 6 round rigid PET tubes laying flat inside; tear-away perf rule utilized at the lid hinge to allow shipper to also serve as an open tray once delivered for easy access • Result: Customer is currently reviewing samples

Johnna Calvillo | Design Portfolio

Online Snack Store : Snack Pack System Proposal 1: Triangular rigid PET tube primary container - 1 Color label artwork variations

Johnna Calvillo | Design Portfolio

Online Snack Store : Snack Pack System Proposal 2: Corrugated secondary container - 6 color full label option + 2 color direct on kraft option

Johnna Calvillo | Design Portfolio

Online Snack Store : Snack Pack System Proposal 2: Round rigid PET tube primary container 1 Color label artwork variations

Johnna Calvillo | Design Portfolio

Two Brothers Brewery : Glassware 2-pack SBS one-piece primary carton system - direct print, full color

• Context: A Chicago craft brewer also selling branded merchandise, specifically glassware sold without packaging • Objective: Create a carton that will hold 2 items of glassware, giving consumers a way to carry the glasses out of a retail location and providing banner space for an additional marketing opportunity • Developed: System of SBS cartons for 3 variations of glassware styles (one-piece SBS folding carton for weizenbier and pint styles, SBS folding carton with E-flute insert for tulip style), product photography, graphic layouts • Result: Proposing solution to client in June 2013

Johnna Calvillo | Design Portfolio

Two Brothers Brewery : Glassware 2-pack Product photography weizenbier & tulip glassware

Johnna Calvillo | Design Portfolio

Two Brothers Brewery : Glassware 2-pack Product photography weizenbier & tulip glassware

Johnna Calvillo | Design Portfolio

Personal Accessory Industy : Retail Carton clear folding carton & SBS insert with magnetic plate to locate product

• Context: Personal accesory company looking to add new accesories to existing product line • Directive: Develop a carton to compliment new product featuring cutting-edge technology and unique in the industry • Developed: Insert to present the product on a pedastal and a sealed-end, clear folding carton outer container to showcase product while preventing pilfering • Result: Client is currently reviewing samples

Johnna Calvillo | Design Portfolio

Mighty Nest : Mighty Pack Shippers Medium + small corrugated secondary packs - direct print 2 color on kraft

• Context: A Chicago start-up seeking a custom solution to replace stock boxes for online order fulfillment • Directive: Replace stock boxes with custom shipper for monthly subscription packs and eliminate paper dunnage • Inferred: An opportunity to develop a cohesive system to package the standard, monthly subscription packs as well as custom orders • Developed: Outer shippers in 3 size variations, graphics layouts, customized corrugated inserts for monthly standard items, module-style corrugated inserts for disparate custom orders, folding carton inserts to create a more elegant reveal in the opening experience and offer a surface for additonal marketing copy/brand message • Result: 2 of 3 sizes of outer carton currently in production

Johnna Calvillo | Design Portfolio

Mighty Nest : Mighty Pack Shippers Medium + small folding carton inserts - printed 1 color

Johnna Calvillo | Design Portfolio

Mighty Nest : Mighty Pack Shippers Medium pack - corrugated inserts for standard monthly subscription packs

Johnna Calvillo | Design Portfolio

Mighty Nest : Mighty Pack Shippers Medium pack - module-style corrugated inserts for disparate custom orders

Johnna Calvillo | Design Portfolio

Iterna : Server + Hard Drive Pack Die-cut foam insert prototypes & rendering of expanded construction

• Context: Small business manufacturing batteries is selling fully assembled, customized servers • Directive: Create a shipping pack to hold one server and 2 external hard drives that must pass double the ISTA standard drop height • Developed: Corrugated shipper, die-cut universal foam inserts each holding one end of the server and one hard drive • Result: Currently in the testing phase

Johnna Calvillo | Design Portfolio

Iterna : Server + Hard Drive Pack Foam insert assembly process

Johnna Calvillo | Design Portfolio

TechTrade : Ready-Heat Vest & Blanket Front & back artwork for warming vest poly shrink pouch

• Context: TechTrade manufactures a line of one-time use, disposable, personal warming articles sold direct to the medical industry • Directive: Take warming vest and blanket to retail market by revising graphics, utilizing existing poly shrink packaging • Inferred: While the warming vest lends itself well to a variety of applications, the warming blanket stands a greater chance for success by marketing the product for outdoor stadium/sporting events • Developed: Product photography, graphic layouts, icons • Result: Ready-Heat Warming Vest is in production, Ready-Heat Warming Blanket is awaiting customer approval

Johnna Calvillo | Design Portfolio

TechTrade : Ready-Heat Vest & Blanket Front & back artwork for warming blanket poly shrink pouch

Johnna Calvillo | Design Portfolio

Rexnord : Brand Consolidation Graphic concept detail

• Context: International conglomerate company looking to consolidate packaging graphics under the corporate brand • Directive: Implement a revised graphic system across hundreds of items to create a consistent message across product lines • Inferred: With no more shared information than the logo and website across hundreds of different products, this was an opportunity to convey a message via abstract imagery • Developed: Flexible graphic systems utilizing an abstract image to convey the nature of a broad range of products to be applied to hundreds of primary and secondary packaging variations • Result: Customer is currently implementing a simplified version of this concept in stages across the product line

Johnna Calvillo | Design Portfolio

Rexnord : Brand Consolidation Artwork variations: 1 color vs 2 color + simple vs complex imagery

Johnna Calvillo | Design Portfolio

xpedx : parameter design newsletter parameter logotype

• Context: Nation-wide company with burgeoning design network • Directive: Develop a newsletter that will keep a rapidly expanding network informed and provide a platform for communication • Inferred: An e-mail body accompanying a traditional document layout will make the new publication more relevant while allowing for improved ease of access, sharing and user interaction • Developed: Name, brand, graphic templates, e-mail layouts, content • Result: The first two editions of parameter have been released, the third is scheduled for July 2013

Johnna Calvillo | Design Portfolio

xpedx : parameter design newsletter e-mail body header: edition 2 & edition 1

Johnna Calvillo | Design Portfolio BabbaBox Delivers Learning Activities for Busy Families

The Body Shop Gets a Makeover

Pallet System for Coca-Cola Freestyle

Contributed by Johnna Calvillo

Contributed by Amanda Guthrie

Contributed by Johnna Calvillo

Sales rep Philip Freeman out of The xpedx design team presented a solution that provided a tool for Morrisville, NC reached out to Atlanta’s The Body Shop to engage consumers design center to develop a custom solution in choosing any size or shade variation for a beauty products supplier called The of the products within the new product Body Shop. The Body Shop was founded line in the assembly of a kit that was in 1967 by Anita Roddick and since personally customized to their own becoming part of L’Oréal corporate, has needs and preferences. grown to include an online store and 2,400 retail locations across 61 countries. The Beauty Box utilizes a one piece .018 SBS design that folds presents xpedx has now worked with L’Oréal the items in a book style presentation. to produce a multitude of high-end retail Panels fold open like a book cover to packaging and display solutions for The reveal a shouldered void that holds Body Shop. The project that opened the a vac-formed PET tray into which door to this continued relationship was the Beauty Box final production piece the selected products are placed. The the Beauty Box. The challenge presented tray has cavities designed to clasp the variety of products by L’Oréal was to develop an interactive kit to launch a new, available to the consumer and it holds each combination high profile line of natural cosmetics that could hold an in an elegant and balanced presentation. The book style assortment of EVM items, while instructing the consumer of panels display the graphic information that informs the all the benefits across the range of cosmetics available in the consumer about the product line, and it uses Velcro dots product line. to keep the panels closed during transportation. xpedx This challenge presented key issues such as the need for handled all design areas of the kits from concept to ample graphic space and the need for a modular solution to completion, from structural design to artwork layout. present a changing assortment of products in a clean and The approved design was manufactured sourcing impressive fashion. FitzPak and Shorewood as vendors. They were assembled by xpedx for distribution in North America, Canada and Mexico; 20,000 kits were manufactured in three languages. xpedx also created and sourced several thousand ingredient, extended-content labels for the primary cosmetic containers. Since achieving success with this project, xpedx has also provided design and kitting services for a combination POP floor display and online promotional Black Friday sale, as well as a series of kits for the Sephora line of skin care products.

Coca-Cola has recently launched a new soda dispensing system they call Freestyle® and is currently executing the distribution of this new soda fountain to a growing variety of locations across the U.S. and internationally. Coca-Cola boasts that the Freestyle® allows users to create their own custom beverages by choosing from a combination of over 120 different Coca-Cola brand products with the use of a touch screen interface. Once the user makes his/her selections, Freestyle® dispenses the custom concoction neatly from one single valve. Freestyle® has been an overwhelming success for CocaCola so far. Younger generations are excited by the new ways of interacting with the machine that are not offered by standard dispensers, and the new look is sleek and modern. However, they have encountered many issues in the distribution, transportation and installation processes. Freestyle® weighs over 800 lbs, most of this weight residing in the top half of the machine, it rests on four legs and has a larger circumference at the top of the machine than the bottom. These are the major contributing factors that have presented issues in the manufacturing, handling and shipping processes. The system currently in place requires the machine to be transferred between two pallets during the manufacturing process. The secondary pallet utilized during shipping is a molded plastic design with cavities for each of the four legs.

Jim Hively - Systems Sales Packaging out of Chicago - acquired this project through his investigation into Excelerate Labs, an accelerator program for start-ups that recently came to Chicago. BabbaCo, founded by Jessica Kim, was accepted into the summer 2011 session, and was unique in being one of the only companies to provide a physical product to consumers. BabbaCo was formed in 2007 as an online store for baby products. With her acceptance into the Excelerate program, Kim moved her efforts to focus on the creation of the BabbaBox, which launched officially in August of 2011. The BabbaBox is a monthly subscription service that provides themed activities geared for children ages 3-6. It aims to provide parents a tool to interactively teach their children while helping them explore the world around them. Each box has four components – Create, Explore, Story Tell and Connect - that all follow the theme of the month. The box pictured above is their “Gratitude Box.” The activities included teach children about being thankful, and about the importance of giving thanks . The challenge presented to the team was to design a shippable box that would provide a way to divide space into sections to house the four different and varying components. To add to the challenge, at the time when the xpedx design team was approached about the project, Kim had only established one month of activities; though themes had been

established, the specific activities and component items were still tentative. This prompted several discussions with Kim in which the design team was able to marry the process of establishing the design direction with the process of establishing the vision and limitations of Kim’s BabbaBox moving forward. The process was rewarding for both designers and customer, as the designers were able to give critical input to the decisions of the initial launch of a new product, and the customer felt they were given necessary and informed direction. Franco DiTerlizzi took lead on the project, and after exploring various options, provided the solution of a rolledend outer carton with an insert that could be used to divide the space into three sections in two variations, depending on how the insert is assembled. The decision was made to combine the Story Tell and Connect components, after determining that Story Tell was always going to be in the form of a single book, and that Connect was going to be a CD at most, while generally coming in the form of a graphically embellished card with a link to complete the activity online. In addition to this solution xpedx also supplied them with a plastic bag, as well as customized stickers and tissue paper, both featuring the BabbaCo logo. Since the BabbaBox was a new concept coming from a relatively new company, the designers were also provided a great opportunity to create graphics. Using the existing logo and brand colors, DiTerlizzi created the graphics to adorn the outside of the box. Kim was excited at every step of the process, as the xpedx team - sales and design together - were available and willing to help the burgeoning company navigate the process of bringing vision to fruition. Though there were many hurtles along the way, the customer was left happy with the versatile solution the design team was able to provide.

Two plastic U-shaped sheets are then snapped into place around the brim of the pallet, held together by a plastic lid and small locks. This system is problematic for several reasons. Foremost, the machine only rests within the pallet, it is not secured in place. This has led to the units becoming free from the pallet during shipping and frequently tipping over. Secondly, the plastic shroud is easily displaced. Also, the assembly easily separates because the locks that hold the plastic shroud and lid together are not designed to endure the forces that are generated during distribution. The Chicago design team came up with several concepts to address these problems. The final iteration features a trisection molded pallet (pictured below) which resolves multiple issues with one element. The sections lock into place using two pins that run the entire length of the pallet and secure the machine to the pallet. This increases stability, decreasing the possibility of the units tipping over. It also provides a solution for ease of installation. The two outer portions can be removed just prior to installation on site. The middle section is designed to allow for a pallet jack to safely lift the machine, and once in place, lower the middle section of the pallet just far enough to clear the bottom of the machine. The top cap is fitted with PE foam inserts that ensure a tight fit around the top of the machine while protecting it from buffing and scratching. The cap, machine and pallet are firmly held together using a proprietary strap system which interweaves through features in the pallet and cap. This system presents a solution to eliminate the incidents Coca-Cola is experiencing with their current system, while providing the added benefits of an easy and safe installation process with a completely reusable system. We are excited about our solution and this opportunity with Coca-Cola. They are currently in the testing phase of this program and, at press time, a vendor decision.

the Beauty Box final production piece with example product

xpedx : parameter design newsletter Full article document layout examples

Johnna Calvillo | Design Portfolio

Beauty Industry : Novelty Christmas Packaging concept sketches

• Context: World-wide cosmetic company looking for ways to stand out in a highly competitive market • Directive: Conceptualize ideas to bring sophistication to the novelty christmas gift-pack product line • Inferred: An opportunity to incorporate an identified secondary initiative to champion the products’ all-natural ingredients • Concepts Developed: 1. Reusable dish and paper sleeve with artwork that playfully imagines the main ingredients as christmas symbology 2. Folding carton gusseted bag with cello window printed to resemble a santa hat 3. Woven clutch purse sourced via an existing fair trade network to be re-used as a seasonal accessory 4. Woven snowflake-shaped basket sourced via an existing fair trade network to be re-used as seasonal decor • Result: Concepts will be presented to the client in June 2013

Johnna Calvillo | Design Portfolio 2.

Beauty Industry : Novelty Christmas Packaging concept sketches

Johnna Calvillo | Design Portfolio

Electronics Industry : Packaging Re-design concept sketch

• Context: Prominent camera-maker exploring innovative ways to showcase a cutting-edge product • Directive: Propose a variation on existing packaing as well as a completely new and different solution, must retain 360 º view of the product • Concepts Developed: 1. Injection molded plastic casing in the shape of a sphere to speak to the versatile and unique traits of the product 2. Ship-flat plastic assembly including a corrugated insert to create platform for camera as a variation on current packaging • Result: Concepts will be presented to the client in July 2013

Johnna Calvillo | Design Portfolio

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