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“How to survive a catastrophe� by being able to cook for yourself or your family

Conceptual Kit Packaging Research

Using camping products as main resources

Jerod Rivera

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Can a Stove save lives? alex goldmark at good magazine

less smoke. A few, like the BioLite stove, offer extras like electric power, enough to charge a cell phone and a fan that further helps reduce the poisonous plumes. But moving people away from wood-burning stoves altogether could solve several issues at once. The biggest challenge to the Novozymes project is that it requires production of mass quantities of ethanol. “The development of a robust ethanol production, supply and distribution chain would be a necessary precursor to the widespread adoption of ethanol as a cooking fuel in SubSaharan Africa,” says Radha Muthiah, executive director of the Alliance. So Novozymes is working to develop a fuel production system and train people to harvest sugary plants that produce ethanol. “Instead of the rural families slashing trees and making charcoal, they are going to become farmers,” says Thomas Nagy, Novozymes’ executive vice president. This project is notable because it applies systems thinking to make a sustainable, profitable cycle from local inputs and local ownership. “We expect the farmers to increase their daily income by a factor of four, five, six times,” Nagy says. Many families make $1 a day or less harvesting charcoal, and grow just enough food to eat themselves because there isn’t an adequate market system for selling excess. “There’s no incentive for them to grow more, because there is no market,” Nagy says. “We are going to establish a sustainable agriculture community.” Rural farming families will get access to an agri-forest system where they can grow cassava, beans, peas and other crops without cutting down trees. The beans and peas capture

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In sub-Saharan Africa, preparing a meal is too often a slow, dirty process that fills the home with smoke equivalent to puffing two packs of cigarettes a day. Danish biotechnology firm Novozymes is trying to combat these threats by building stoves that burn ethanol, rather than wood, in Mozambique. The company announced an ambitious goal at the Clinton Global Initiative this week: to provide alternative cooking fuel to 20 percent of Maputo, Mozambique’s capital, by 2014. The company, known for making enzymes for biofuels, is partnering with the “food, energy and forest prevention company” CleanStar Ventures to offer an alternative ethanol-fueled stove and a locally-based system for producing the fuel. In sub-Saharan Africa, 80 percent of homes burn charcoal or other biomass for cooking fuel, closer to cooking over a campfire than a kitchen range. To provide the charcoal for all those smokey ad hoc stoves, farmers have to chop down astonishing numbers of trees, which makes eating a danger to the planet, too. Already almost a third of Africa’s forests have been lost, mostly to charcoal harvesters. Numerous companies are designing and producing cleaner stoves—the Global Alliance for Clean Cookstoves lists several. Many tackle the pollution problem by burning biomass more efficiently than open flame, thus consuming less wood and spewing


Conceptual Kit Packaging Research

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nitrogen from the soil, so they are used as rotation crops with the cassava, and can also be sold. CleanStar will buy any excess beans, peas and various fruits from the farming families. “We will then dry the fruits and package it ... and transport it to Maputo where it is sold,” Nagy says. The cassava will be combined with Novozymes’ specialty, enzymes, to become a clean burning ethanol for the stoves. Five hundred families who own small plots of land are already trading with CleanStar as part of the project. To make large-scale cassava farming profitable, enough Maputo residents have to ditch their smoky culinary habits and switch to the company’s ethanol stove. Cooking over an ethanol stove is a different experience, and many families resist the switch. Plus, the stove costs $30, a pretty steep price for families earning a few dollars a day. To make large-scale cassava farming profitable, enough Maputo residents have to ditch their smoky culinary habits and switch to the company’s ethanol stove. Cooking over an ethanol stove is a different experience, and many families resist the switch. Plus, the stove costs $30, a pretty steep price for families earning a few dollars a day. “In a country with a per capita GDP of around $1,000, users cannot be expected to pay $30 upfront for a stove,” says Muthiah of the Cookstove Alliance. “At the same time, substantially cheaper stoves are not likely to provide substantial health or environmental benefits.” That’s why she says public education must be included in plans like this one, so users are aware of better options.

Innovative financing for customers is also crucial considering the high price, she says. That could mean discounts earned from carbon offsets, microloans, or other access to credit for businesses along the supply chain, especially women-run enterprises. Novozymes and CleanStar are working with one such company, Zoe Enterprises, a female-founded local firm charged with distributing, marketing, and generally persuading the mothers of Maputo that cooking with ethanol is worth the extra cost. The pitch? It’s cleaner, faster and, in the long run, might even be cheaper. Charcoal is getting more expensive as the forests near Maputo dwindle. As transport costs for charcoal increase, so does the price. That’s part of why Nagy is optimistic Novozymes can scale up. By 2014, the partnership hopes to have 3,000 farmers, providing fuel for 80,000 households. The total market for alternative cooking fuel in sub-Saharan African, he says, is around $10 billion. That’s big change, and big business. “Our hope is that we can show to the world that this is a very very sustainable business model,” Nagy says. “Not only sustainable for [the] environment, deforestation, and health issues, but also that the joint venture is actually able to make money.”

recap

* In Sub-Sahara Africa, 80% of residents burn charcoal in their kitchen or home. Which is equivalent of smoking two packs of cigarettes a day. * In order to provide for this large number of charcoal, farmers have to cut down massive amounts of trees. Almost a third of Africa’s forest has depleted. * In Sub-Sahara Africa, some residents have adopted ethanol for cooking. If more people would harvest ethanol instead of charcoal, not only would they not be cutting down trees, making more money as workers, but they would also invest in their local community. * Two conflicts arise as the residents do not want to make the switch and ethanol stoves are roughly $30.00, which is very expensive for most families. * As more and more charcoal is produced, it gets more expensive because the less trees available. * The Novozymes organization hopes to have a partnership of 3,000 famers by 2014, which would account for 80,000 households using ethanol products , and also bringing in $10 billion to the community.


Idea Mapping

consumer

partial

buys

proceeds

emergency kit

go to organization

consumer also receives a pamphlet on charcoal issue and is also informed that part of their purchase will go to this cause

artisan in

sub-sahara

artisan then

africa receives

gives a family in

stove and keeps some profit.

need the stove

free of charge.

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Jerod Rivera

$ to make ethanol


Conceptual Kit Packaging Research

Idea: Photo Research A “How to Survive a Catastrophe�. An Emergency cooking kit for a family to use anywhere. Inspired by camping cooking kits.

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Packaging Opportunities

hexagon stove

hexagon stove

hexagon stove

folded up

(lays flat)

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can openers

thunderstorm

plates

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proof matches


+ Pamphlet (promoting cause) Brand Identity

Conceptual Kit Packaging Research

biomass wood bricks

(burning agent)

→

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cups

spork

bag can be a different material


Logo Development

ALL FAMILIES

MOXIE moxie MOXIE MOXIE moxie MOXIE moxie moxie MOXIE

Where it be sold? PATAGONIA, REI, WHOLE FOODS, What will the organization be called? MOXIE MOXIE = ENERGY, COURAGE DETERMINATION

MOXIE moxie MOXIE MOXIE

moxie moxie

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moxie M OX IE moxie Jerod Rivera

Target Market


Favorites

Conceptual Kit Packaging Research

MOXIE

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MOXIE moxie moxie moxie MOXIE MOXIE

gotham rouned

bodoni poster italic

verlag xtra light

type1451

planer

MOXIE moxie

MOXIE

moxie

moxie


Potential Packaging Sketches

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11 Conceptual Kit Packaging Research


Inspiration

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13 Conceptual Kit Packaging Research


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Conceptual Kit Packaging Research

Stove Options

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alcohol burning stove pros:

-self sufficient

esbit

(used a lot in wwii) pros:

hexagon stove pros:

-foldable, could fit in a bag

-only matches required -safe

-small, lightweight

-can burn a good flame

-can burn anything you put in to it (wood, bark, tinder, paper, etc.)

cons:

cons:

cons:

medium burning temperature

-agent required -easy to lose

-can be dangerous to children

-steel could burn someone severely -clean up would be messy -clunky look by design


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HOUR EMERGENCY COOKING KIT

JUST IN CASE 72

HOUR EMERGENCY COOKING KIT

JUST INCASE JUST INCASE

JUST INCASE JUST INCASE JUST INCASE We all don’t like to think about the unthinkable, but, taking precaution for our families is important. This kit has all you need to cook food should something happen.

JUST IN CASE JUST INCASE

JUST INC

JUST INCASE

SE

JUST INC

We all don’t like to think

about the unthinkable, but, taking precaution for our families is important. This kit has all you need to cook food should something happen.

We all don’t like to think

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about the unthinkable, but, taking precaution for our families is important. This kit has all you need to cook food should something happen.

about the unthinkable, but, taking precaution for our families is important. A Just in case kit has all you need to cook food should something happen.

SE

We all don’t like to think

A Just in Case kit includes: TWO COOKING POTS STOVE DENATURED ALCOHOL FOUR SERVING PLATES FOUR EATING UTENSILS STORM PROOF MATCHES COOKING MIT Jerod Rivera

JUST IN CASE


Logo Exploration A BOX O R

“ CAS E ”

W I TH A BAND AR O UND I T KE E P I NG I T TO GE THE R

( CAN T

F IGURE O UT W H ERE

TO P UT T Y P E Y ET )

Conceptual Kit Packaging Research

µ

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just incase Logotype Exploration

I N C A S E J U S T j u s t i n c a s e JUST IN CASE just incase JUST INCASE JUST IN CASE j u s t i n c a s e j u si tn c a s e J U S T I N C A S E     just incase JUST INCASE     just incase JUST INCASE           just incase JUST INCASE

JUST INCASE JUST IN• CASE JUST INCASE

JUST INCASE

JUST INCASE JUST INCASE

just incase

JUST INCASE Jerod Rivera

JUST INCASE

JUST INCASE JUST INCASE

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Conceptual Kit Packaging Research

safe life

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safe life SAFE LIFE safe life SAFE LIFE safe life safe life safe spark safe life safe spark SAFE LIFE

safe spark

safe spark

safe spark safe spark

SAFE

safe life

LIFE

SAFE

LIFE

safe life safe life safe life safe life

SAFE

LIFE

SAFE

LIFE

SAFE

LIFE

7 2

HOU R

EMERGE N CY

KI T


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Conceptual Kit Packaging Research

Package Sketches

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31 Conceptual Kit Packaging Research


Sketch Experiments

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Conceptual Kit Packaging Research

Packages create a shelter

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Roll-out and ready to go

Jerod Rivera

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Conceptual Kit Packaging Research

Package Sketches

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Conceptual Kit Packaging Research

Testing out the kit

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Daylight Cooking Flame is invisible

Bigger pot without lid

Bigger pot without lid

Smaller pot without lid water boiling


Key Discoveries & Insight * Stove must use Denatured Alcohol, no exceptions, stove is meant to be fueled by denatured alcohol, other liquids such as gasoline can cause an explosion. * A burning a flame from denatured alcohol can typically only be seen at night or in shade. The user should be informed to try and use this equipment with not a lot of sun if possible, and preferably at night (dinner). Being able to see the flame is not necessarily essential, but it is a bit safer, should a teenager or young adult have to use it. * 4oz. of denatured alcohol in the stove burns for about 12-15minutes, enough time to boil water, cook beans, or purify water.

*Using the stove has yielded some thoughts one what could be included with the kit.

* LONGER TONGS * A RAISED PLATFORM TO COOK ON * POSSIBLY PROTECTION FOR YOUR HANDS, (OVEN MIT)

Open Flame 42

*The flame will burn closer to 15 minutes if it is not coming in contact with a stove of any kind. An open flame would come in handy to keep people warm in a disaster situation. *The bigger pot never really got hot enough to boil water unless it had the lid on to keep heat in.

Jerod Rivera

*The equipment takes about 5-7 minutes to cool down.


Conceptual Kit Packaging Research

Physical Processes

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Conceptual Kit Packaging Research

JUST INC

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SE


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JUST IN CASE


Conceptual Kit Packaging Research

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JUST IN CASE 7 2

H O U R

E M E R G E N C Y

K I T


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Conceptual Kit Packaging Research

Graphic Studies

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SE C O O K I N G

JUST INC E M E R G E N C Y

H O U R 4

S E R V IN G PL A T E S

C O OK I N G PO T

H A N D LI N G T O NG

1

P LA S T I C S P O RK S

1

4

M A T CH E S

ST O RM P R O OF

D E N AT U RE D A LC O H O L

A LC O HO L S T O VE

CONT AINS

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Jerod Rivera OF NEED. I N A TI M E YO U R FA M IL Y F O R Y O U A ND CO M MI T T E D T O

P R OV I D I NG T HE

RI G H T E Q UI P M E NT

K I T

J U ST IN C A S E IS

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Conceptual Kit Packaging Research

freeze dried

MEAT SAUCE SPAGHETTI WITH

JUST INC

SE

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OPE N PA C K A G E

POUR C ONT E NT S

LE T C OOL

WIT H T A B

IN T O B OILING WA T E R

A ND SE R VE

JUST I N CASE I S COMMI TTED TO BR I N GI N G YOU QUALI TY F OOD I N A TI ME OF N EED . ALL OF OUR

F OOD I S CER TI F I ED OR GAN I C AN D WHOLESOME .

I N GR ED I EN TS : EN R I CHED S PA GHETTI

( DURUM

S EMO L I N A

EN R I CHED W I TH N I A CI N A N D I R O N ) ,

O R GA N I C TO MA TO PA S TE , O R GA N I C CO O K ED B EEF ,

2 % O R L ES S O F S O Y FL O U R , O R GA N I C MI L K & CHEES E , CR EA M , S A L T , S O D I U M PHO S PHA TE , S U GA R , S EA S A L T , V EGETA B L E PR O TEI N , B R EW ER S Y EA S T , W HEA T GL U TEN , S PI CES , O N I O N PO W D ER , GA R L I C PO W D ER , A N D S O Y B EA N CO L O R .

J U S T I N CA S E I N C . P. O. BOX

1048,

L O S A N GEL ES , CA

NET W T .

4.51

OZ

(128 G )


Main Package Template

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Just in Case Survival Kit  

Process Book

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