Page 1

Process Manual

Kara Chin // DES 116 // Winter 2015


TABLE OF CONTENTS Introduction

2

Case Studies

4

Logo Development

8

Graphic Standard

12

Branding Applications

21

Packaging

25

Design Anaylsis

36

1


INTRODUCTION

2


MISSION STATEMENT The ultimate goal of Enhance is to bring flavor back into the kitchen. This can be summed up in three simple words.

Inspire to flavor.

ABOUT Enhance is an herb and spice company founded on the principles of integrating home cooking and baking into the lives of everyday people. It’s easy to assemble ingredients together. But it’s even harder to make food flavorful. This is where Enhance comes in. The main goal of this company is to make herbs and spices more accessible to anyone cooking or baking, regardless of their level of experience. This accessibility is achieved through user friendly packaging and a brand that is approachable yet aesthetically beautiful. More than anything, we want our customers to be more confident in the kitchen. This starts with simply using herbs and spices to enhance flavor.

PURPOSE This book shows my process of designing Enhance from beginning logo sketches to final packaging. It is a thorough investigation of how I approached each of the design requirements for this project and my thoughts along the way.

3


CASE STUDIES

4


CLARK’S NUTCRACKER

http://en.wikipedia.org/wiki/Clark%27s_nutcracker http://www.allaboutbirds.org/guide/Clarks_Nutcracker/lifehistory http://www.asknature.org/strategy/d57b4f0a02e46244c2c805d053dfee10#.VLv97WTF_Tp http://inhabitat.com/the-biomimicry-manual-what-can-the-nutcracker-teach-us-about-farming-and-regeneration/

ATTRIBUTES

APPLICATION

The Clark’s Nutcracker is a member of the crow family who plays a

The expandable seed pouch of the Clark’s Nutcracker can bulge to the

major role in the dispersion of Whitebark Pine tree seeds in North

size of a walnut as it continues to collect seeds. The pouch wall is made

America. With its dagger-like bill, the Clark’s Nutcracker is able to

of a thin, crinkled and elastic material, which allows for easy inflation

get inside the grooves of pine cones and pull out the large seeds.

and deflation.

These seeds are not immediately consumed as the Clark’s Nutcracker stores them in a pouch underneath its tongue. This specialized throat

The flexibility of the pouch can be applied to packaging of materials

pouch can expand to hold as many as 150 seeds at one time. Once

that are large and bulky but don’t require that shape after the material

the pouch is filled, the Clark’s Nutcracker hides the seeds, as many as

is depleted. For example, liquid containers like juice or water bottles

100,000 in one season.

that “fill up like a sturdy balloon, then collapse to a small disk when its liquid is gone”. These could be stored for individual use or hundreds

Amazingly, the Clark’s Nutcracker can remember exactly where each

could sent back to the manufacturer in a single envelope. (AskNature).

seed was hidden. It won’t consume all 100,000 seeds but those that remain behind eventually germinate

Furthermore, this idea can be applied to reusable shopping bags, “food

into Whitebark Pine trees.

packaging that contracts as volume decreases to eliminate and maintain

01

case study

SOURCES:

freshness” (AskNature) and shipping packaging so consumers are not left with obnoxiously large cardboard boxes.

5


SUNFLOWERS

http://earthtechling.com/2012/01/sunflower-inspires-more-efficient-solar-layout/ http://www.asknature.org/strategy/08ba894a508330861bac3ef1b574d804#.VLwKJ2TF_Tp http://www.treehugger.com/slideshows/natural-sciences/nature-blows-my-mind-hypnotic-patterns-sunflowers/

ATTRIBUTES

APPLICATION

Although sunflowers are recognizable by their luminous yellow petals

The optimization of sunflower seeds can be used in a

and giant heads, their seeds are a product of nature’s mathematical

variety of applications. For example, MIT has been inspired by

genius. Upon looking closely at sunflower seeds, their arrangement

sunflower seeds to design an efficient solar layout, which reduced the

creates a spiral-like pattern that expands from the center outward. This

land needed to hold these solar panels by 10 percent. They utilized the

spiraling pattern follows the Fibonacci sequence where each number in

golden angle of 137 degrees to

the sequence is the sum of the previous two numbers. Aesthetic reasons

rotate the mirrors, thus mimicking the spiral pattern of sunflower seeds.

02

case study

SOURCES:

aside, this allows for maximum use of space in the sunflower head. Each seed is uniformly packed so that there is neither any crowding nor any

This type of biomimicry could also be applied to urban planning and

wasted space or “bald patches”.

buildings in cities. With increasingly limited space in cities, urban

This arrangement of sunflower seeds also allows for indefinite growth

waste less space.

with each floret turned at a golden angle of 137 degrees. These

This can also be applied to packaging of modular goods

characteristics allow sunflowers to continue to produce seeds without

when products are shipped and placed on shelves.

the concern that the head will run out of space. It’s a way for sunflowers to ensure that they will continue to survive while still being efficient and compact.

6

planners and developers could use sunflower seeds as inspiration to


SPITTLE BUGS

03

case study

SOURCES: http://eol.org/pages/563/details http://ben.biomimicry.net/tag/asknature/page/2/ http://www.asknature.org/strategy/277ce608604d852e1e7b79bf40221744#.VLwTlmTF_To http://www.asknature.org/strategy/b9f06baf99b6130efaf4eba2156b9e0b#.VLwTlmTF_To

ATTRIBUTES

APPLICATION

Spittlebugs or young froghoppers are insects that encase themselves in

The soap bubble geometry that is exemplified through the froth satisfies

froth during the springtime. Although this froth often resembles spit and

the following criteria. “First, it is a compound bubble that consists of

is subsequently referred to as cuckoo spit, frog spit or snake spit, this is

flat or smoothly curved surfaces joined together. Second, the surfaces

just foamy plant sap. Spittlebugs produce this as a way of protecting

meet in only two ways: either three surfaces merge along a curve (edge),

itself from predators, for insulation against the heat and cold and for

or six surfaces at a vertex. Third, when surfaces come together at a

moisture control. The properties of the foam means that spittlebugs do

curve, or curves and surfaces at a point, they do so at equal angles.”

not need an additional larval center as the

(Ask Nature)

foam serves as one that is continuously growing to fit the spittlebug’s needs.

Using this geometry, spittlebugs’ foam can be employed to improve today’s bubble wrap. Although protective, often an unnecessary amount

This froth is produced when the spittlebugs suck the sap and excrete it

of bubble wrap is needed to fit the shape of objects, especially unwieldy

into foamy bubbles, which eventually covers the entire insect. These

ones. Improved bubble wrap can mimic the optimization of spittlebug

bubbles are unique in the way that they act as a self-cushion allowing

froth so that it can

little air to exist in between them. The surfaces of these bubbles are an

be modified to fit the shape of any material.

example of soap bubble geometry. All in all, spittlebugs are encased in foam that serves multiple beneficial purposes.

7


LOGO DEVELOPMENT

8


BEGINNING SKETCHES When developing my logo, I struggled

Enhance vs Espice (the French root of

with deciding on a name and type of logo

the word spice)? These sketches are

I wanted to design. I wanted a name that

calligraphic ideas around these two words.

described what spices do to food through both aroma and taste. This narrowed down my many ideas to a logo that would

I chose “Enhance” as the name for my spice

be organic and fluid.

company because the purpose of spices is to enhance the flavor of food. I also wanted to integrate the connotation of the aroma of spices through the connection of the two letter e’s.

I had the idea of making my brand name come together through the individual spice granuals. At first this was going to be a graphic approach but I then chose a more realistic photographic approach to make the logo out of spices.

9


INTERMEDIATE DRAFTS

1.

3.

2.

HERBS & SPICES 4.

5.

6. 1. Taking my initial sketch to Illustrator 2. The first very messy attempt of making the logo out of spices 3. Trying out a lowercase “e” 4. Simplifying the uppercase “e” 5. Trying a more angular uppercase “e”

10

6. Simplified “e” with the original infinity connection


FINAL LOGO For the final Enhance logo, I decided to stick with a simplified uppercase “e” that was more legible than the previous versions but still elegant. I chose a strictly horizontal versus curved format due to logo flexibility and alignment. Lastly, I chose to put “Herbs & Spices” underneath “Enhance” to tie together the brand name and the product. The resulting logo can be seen to the right in both black and white and made out of chili powder.

6 STEPS TO SPICE SUCCESS:

1. Get the logo laser cut.

2. Choose the best spot with natural lighting and set up tripod and camera.

3. Gather a pair of tweezers, a basting brush, a spoon, a fine mesh sifter and lots of spices.

4. Arrange the stencil on a piece of white paper and user the sifter to dust the spices around it.

5. Gently lift the stencil with the pair of tweezers.

6. Repeat, photograph, repeat.

11


GRAPHIC STANDARD

12


LOGO SPECIFICATIONS The Enhance logo is a highly flexible logo

4 in

that has many different variations for the needs of the company. The logo comes in two parts: 1) Enhance 2) Herbs & Spices The singular Enhance logo can be used by itself to introduce the company’s brand.

2.125 in

However, all other uses require the full logo to include both Enhance and Herbs & Spices. 2 in

The primary Enhance logo is made of chili powder and can be used in either positive or negative form. Here is an example of the full correctly

1 in

proportionate Enhance logo at 4 inches wide. “Enhance” uses a unique handwritten approach for the logo name. “Herbs & Spices” uses Raleway Heavy, 16 pt.

13


LOGO VARIATIONS

INCORRECT LOGO USAGE

The Enhance logo can be applied to

The Enhance logo is not meant to be

all the spices in the Enhance collection.

altered and changed from its original

As with the primary Enhance logo,

design. This includes stretching, skewing,

secondary logos can be used in either

rotating, or coloring. Doing so violates the

positive or negative form depending on

integrity of the Enhance story and brand.

the needs of the company.

Here are such examples of incorrect usage

1.

2.

3.

4.

5.

6.

of the Enhance logo. Here are some examples of acceptable versions of the singular Enhance logo

Curry powder

using other spices in the collection.

1. Stretching vertically 2. Stretching horizontally 3. Rotating on the vertical axis 4. Moving “Herbs & Spices� 5. Skewing and slanting 6. Filling in with a color other than white Allspice

Italian Seasoning

14


TYPOGRAPHY

COLOR PALETTE

Enhance uses two typefaces for its branding materials. Raleway is used for all primary information such as headlines and subheadlines. Baskerville is used for all secondary information such as copy text and content.

The primary color of Enhance is a rusty dark red that reflects the color of chili powder. However, Enhance also uses a variety of other colors to accentuate and diversify its brand.

Raleway

Since the Enhance brand relies strongly on photographic images which contain many

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdeghijklmnopqrstuvwxyz

different colors, it is impractical to use Pantone colors for printing purposes. Thus, all colors are

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdeghijklmnopqrstuvwxyz

printed using the 4-color CMYK process to stay true to the original color of the herbs and spices.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdeghijklmnopqrstuvwxyz

Here are some examples of the types of colors and textures Enhance uses in its branding materials.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdeghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdeghijklmnopqrstuvwxyz

Baskerville

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdeghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdeghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdeghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdeghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdeghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdeghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdeghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdeghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdeghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdeghijklmnopqrstuvwxyz

15


BUSINESS CARD & VARIATIONS 3.5 in

The Enhance business card is a standard horizontally oriented 3.5 inch by 2 inch size. The front uses the Enhance logo

0.5 in

0.5 in

in negative form. This specific business

Founder

0.25 in

card continues the with the main spice of chili powder. The back includes an image of chili powder scattered across a cutting board. The name of the Enhance

HERBS & SPICES

2 in

123 Main St. Petaluma, CA 94952 (707) 580-8682 enhanceflavor.com kara@enhanceflavor.com

employee uses Raleway Extra Bold, 12 pt. The name is filled in with the

Curry powder

texture of chili powder. The position of the employee uses Raleway Light 8/10.

0.25 in

All other information uses Raleway

Front

Medium 8/10.

Founder 0.5 in

This card is printed on 20 pt matte stock to give the feeling of a substantial card that is collectible similar to the spices in the Enhance collection. The front of these business cards also includes a unique scratch n’ sniff element that relates to the specific spice featured on the business card. All Enhance business cards carry the

HERBS & SPICES

0.5 in

Founder Allspice

123 Main St. Petaluma, CA 94952 (707) 580-8682 enhanceflavor.com kara@enhanceflavor.com Founder Back

same design and scratch n’ sniff element but can be applied with all spices in

123 Main St. Petaluma, CA 94952 (707) 580-8682 enhanceflavor.com kara@enhanceflavor.com

HERBS & SPICES

123 Main St. Petaluma, CA 94952 (707) 580-8682 enhanceflavor.com kara@enhanceflavor.com

the Enhance collection. Here are a few examples of approved alternative business card designs.

16

Italian Seasoning


BUSINESS SYSTEM SKETCHES

For my business system, I wanted to keep it cohesive with the inclusion of spices scattered throughout each other pieces. Here are my sketches conveying several different variations on this theme for Enhance’s business card, letterhead and envelope.

17


BUSINESS SYSTEM DRAFTS LETTERHEAD 123 Main St. Petaluma, CA 94952 (707) 580-8682 enhanceherbspice.com

123 Main St., Petaluma, CA 94952 | (707) 580-8682 | enhanceflavor.com

February 4th, 2015

Pa plantum laboreped maximpo remporestio. Nem. Itas quiducienis simporro omni bla que lam re in re, odit exeri volupit inctem volo ipsum remporporum fugitio nessedis aboreicit aditem. Icipicatum evel inimiliati nemporibea conseque sunto mo coria nonse ipientus discil minus con con et que plaborrum aditemp elibus acerum aut eos magniate abor sed quis id ut atet que cusda quas que sit harcipsa ipsapitiis aciminto etur am, cumquunto volest, optur? Volenti omnis estiur as ius arum est, omnissimus apis id et dit autatquame nobisitatio idus plamus peruptatem facea voloreh eniatiore, veles nimusapid eos et eosantiusam, iuntotate nihit dus, que doluptasped ulleniet exerestibus minum cus repro mosam, qui odipissum, audis ad et ressinctur rem eliciis num, cuptatiberum qui alitatem volor re, sum hitia quae por as rehent ullatisquid ut vellum sedi illuptis debit aut labo. Axim faceat aut eossiti tem est laudita ersperro maxim illaut qui none nus coreic temporenda ipis dolorume labores re re voloribusci te dis dem inverum que voluptatio. Nam quam volore ellat qui quia dolute landae. Ro qui ut officil iquatus autat fugias pro eosam, conse coriberae illis quo bla commoloribus eum num endanihil mincia si dolecus della nulla vereribus et qui cus alicit eos dolenime elluptaturem esti aut quaerov itatur solore provitiusdae re nonecus alit et ex essum eat verspe cum fuga. Periae. Dunt adio. Nem es debitasseque plaboribus aut acea que volor andeliae eum facea doloribus dolut fugitiae. Sequi quideresedi dit ad quibus rate sit, sandi velliciam eatam aut alia voloribus mos ea voloria nien Pa deritioria vid minciis am ipsandam harum, sequatem si re nim que etur, sunt facid eostem quidundae natus es et, aut ex endus, cus quatis videl in repro is assinve rupidebit que la por magnis num si dolupta tioris autet quod ma quae qui blandita volorescid erisqui dolorestio. Verum res aut debis acculle ssimporeptat ut et aspictotat eost, quodis quae officturibus aut eatiaerrume perferestor maximped eaquasiti nusci aut dipsus is nem ne sandictiis quidi adipsant, omnimus arciisitem quam quis milit que ne accaepereic temquo cum dolessi ditat. Sincerely, Kara Chin

February 4th, 2015

February 4th, 2015

Dear Mrs. Jones

Dear Mrs. Jones

Dear Mrs. Jones

Pa plantum laboreped maximpo remporestio. Nem. Itas quiducienis simporro omni bla que lam re in re, odit exeri volupit inctem volo ipsum remporporum fugitio nessedis aboreicit aditem. Icipicatum evel inimiliati nemporibea conseque sunto mo coria nonse ipientus discil minus con con et que plaborrum aditemp elibus acerum aut eos magniate abor sed quis id ut atet que cusda quas que sit harcipsa ipsapitiis aciminto etur am, cumquunto volest, optur?

Pa plantum laboreped maximpo remporestio. Nem. Itas quiducienis simporro omni bla que lam re in re, odit exeri volupit inctem volo ipsum remporporum fugitio nessedis aboreicit aditem. Icipicatum evel inimiliati nemporibea conseque sunto mo coria nonse ipientus discil minus con con et que plaborrum aditemp elibus acerum aut eos magniate abor sed quis id ut atet que cusda quas que sit harcipsa ipsapitiis aciminto etur am, cumquunto volest, optur?

Volenti omnis estiur as ius arum est, omnissimus apis id et dit autatquame nobisitatio idus plamus peruptatem facea voloreh eniatiore, veles nimusapid eos et eosantiusam, iuntotate nihit dus, que doluptasped ulleniet exerestibus minum cus repro mosam, qui odipissum, audis ad et ressinctur rem eliciis num, cuptatiberum qui alitatem volor re, sum hitia quae por as rehent ullatisquid ut vellum sedi illuptis debit aut labo. Axim faceat aut eossiti tem est laudita ersperro maxim illaut qui none nus coreic temporenda ipis dolorume labores re re voloribusci te dis dem inverum que voluptatio.

Volenti omnis estiur as ius arum est, omnissimus apis id et dit autatquame nobisitatio idus plamus peruptatem facea voloreh eniatiore, veles nimusapid eos et eosantiusam, iuntotate nihit dus, que doluptasped ulleniet exerestibus minum cus repro mosam, qui odipissum, audis ad et ressinctur rem eliciis num, cuptatiberum qui alitatem volor re, sum hitia quae por as rehent ullatisquid ut vellum sedi illuptis debit aut labo. Axim faceat aut eossiti tem est laudita ersperro maxim illaut qui none nus coreic temporenda ipis dolorume labores re re voloribusci te dis dem inverum que voluptatio.

Nam quam volore ellat qui quia dolute landae. Ro qui ut officil iquatus autat fugias pro eosam, conse coriberae illis quo bla commoloribus eum num endanihil mincia si dolecus della nulla vereribus et qui cus alicit eos dolenime elluptaturem esti aut quaerov itatur solore provitiusdae re nonecus alit et ex essum eat verspe cum fuga. Periae. Dunt adio. Nem es debitasseque plaboribus aut acea que volor andeliae eum facea doloribus dolut fugitiae. Sequi quideresedi dit ad quibus rate sit, sandi velliciam eatam aut alia voloribus mos ea voloria nien

Nam quam volore ellat qui quia dolute landae. Ro qui ut officil iquatus autat fugias pro eosam, conse coriberae illis quo bla commoloribus eum num endanihil mincia si dolecus della nulla vereribus et qui cus alicit eos dolenime elluptaturem esti aut quaerov itatur solore provitiusdae re nonecus alit et ex essum eat verspe cum fuga. Periae. Dunt adio. Nem es debitasseque plaboribus aut acea que volor andeliae eum facea doloribus dolut fugitiae. Sequi quideresedi dit ad quibus rate sit, sandi velliciam eatam aut alia voloribus mos ea voloria nien

Sincerely, Kara Chin

Sincerely, Kara Chin

123 Main St. Petaluma, CA 94952 (707) 580-8682 enhanceflavor.com

February 4th, 2015

February 4th, 2015 Dear Mrs. Jones Pa plantum laboreped maximpo remporestio. Nem. Itas quiducienis simporro omni bla que lam re in re, odit exeri volupit inctem volo ipsum remporporum fugitio nessedis aboreicit aditem. Icipicatum evel inimiliati nemporibea conseque sunto mo coria nonse ipientus discil minus con con et que plaborrum aditemp elibus acerum aut eos magniate abor sed quis id ut atet que cusda quas que sit harcipsa ipsapitiis aciminto etur am, cumquunto volest, optur? Volenti omnis estiur as ius arum est, omnissimus apis id et dit autatquame nobisitatio idus plamus peruptatem facea voloreh eniatiore, veles nimusapid eos et eosantiusam, iuntotate nihit dus, que doluptasped ulleniet exerestibus minum cus repro mosam, qui odipissum, audis ad et ressinctur rem eliciis num, cuptatiberum qui alitatem volor re, sum hitia quae por as rehent ullatisquid ut vellum sedi illuptis debit aut labo. Axim faceat aut eossiti tem est laudita ersperro maxim illaut qui none nus coreic temporenda ipis dolorume labores re re voloribusci te dis dem inverum que voluptatio. Nam quam volore ellat qui quia dolute landae. Ro qui ut officil iquatus autat fugias pro eosam, conse coriberae illis quo bla commoloribus eum num endanihil mincia si dolecus della nulla vereribus et qui cus alicit eos dolenime elluptaturem esti aut quaerov itatur solore provitiusdae re nonecus alit et ex essum eat verspe cum fuga. Periae. Dunt adio. Nem es debitasseque plaboribus aut acea que volor andeliae eum facea doloribus dolut fugitiae. Sequi quideresedi dit ad quibus rate sit, sandi velliciam eatam aut alia voloribus mos ea voloria nien

Dear Mrs. Jones Pa plantum laboreped maximpo remporestio. Nem. Itas quiducienis simporro omni bla que lam re in re, odit exeri volupit inctem volo ipsum remporporum fugitio nessedis aboreicit aditem. Icipicatum evel inimiliati nemporibea conseque sunto mo coria nonse ipientus discil minus con con et que plaborrum aditemp elibus acerum aut eos magniate abor sed quis id ut atet que cusda quas que sit harcipsa ipsapitiis aciminto etur am, cumquunto volest, optur? Volenti omnis estiur as ius arum est, omnissimus apis id et dit autatquame nobisitatio idus plamus peruptatem facea voloreh eniatiore, veles nimusapid eos et eosantiusam, iuntotate nihit dus, que doluptasped ulleniet exerestibus minum cus repro mosam, qui odipissum, audis ad et ressinctur rem eliciis num, cuptatiberum qui alitatem volor re, sum hitia quae por as rehent ullatisquid ut vellum sedi illuptis debit aut labo. Axim faceat aut eossiti tem est laudita ersperro maxim illaut qui none nus coreic temporenda ipis dolorume labores re re voloribusci te dis dem inverum que voluptatio. Nam quam volore ellat qui quia dolute landae. Ro qui ut officil iquatus autat fugias pro eosam, conse coriberae illis quo bla commoloribus eum num endanihil mincia si dolecus della nulla vereribus et qui cus alicit eos dolenime elluptaturem esti aut quaerov itatur solore provitiusdae re nonecus alit et ex essum eat verspe cum fuga. Periae. Dunt adio. Nem es debitasseque plaboribus aut acea que volor andeliae eum facea doloribus dolut fugitiae. Sequi quideresedi dit ad quibus rate sit, sandi velliciam eatam aut alia voloribus mos ea voloria nien Pa deritioria vid minciis am ipsandam harum, sequatem si re nim que etur, sunt facid eostem quidundae natus es et, aut ex endus, cus quatis videl in repro is assinve rupidebit que la por magnis num si dolupta tioris autet quod ma quae qui blandita volorescid erisqui dolorestio. Verum res aut debis acculle ssimporeptat ut et aspictotat eost, quodis quae officturibus aut eatiaerrume perferestor maximped eaquasiti nusci aut dipsus is nem ne sandictiis quidi adipsant, omnimus arciisitem quam quis milit que ne accaepereic temquo cum dolessi ditat. Sincerely,

Sincerely, Kara Chin

123 Main St. Petaluma, CA 94952 (707) 580-8682 enhanceflavor.com

123 Main St., Petaluma, CA 94952 | (707) 580-8682 | enhanceflavor.com

BUSINESS CARD

ENVELOPE 123 Main St. Petaluma, CA 94952

Founder

Founder

123 Main St. Petaluma, CA 94952 (707) 580-8682 enhanceflavor.com kara@enhanceflavor.com

123 Main St. Petaluma, CA 94952 (707) 580-8682 enhanceflavor.com kara@enhanceflavor.com

123 Main St. Petaluma, CA 94952

Barbara Jones 88 Piikoi St. #1811 Honolulu, HI 96814

Barbara Jones 88 Piikoi St. #1811 Honolulu, HI 96814

Going digitally, here are the variations of my business system that I went through. In general,

123 Main St. Petaluma, CA 94952

Barbara Jones 88 Piikoi St. #1811 Honolulu, HI 96814

18

it was mostly deciding where to put each of the elements in each different variation.


8.5 in

LETTERHEAD

8.5 in 1 in

0.625 in

1 in

Enhance’s letterhead is printed on 32lb bright

11 in

0.5 in

white matte paper. The logo and address are located in the upper left corner. Raleway Medium

0.75 in

7/11 is used for the company address.

123 Main St. Petaluma, CA 94952 (707) 580-8682 enhanceflavor.com

The letter calls for Baskerville 10/14. Baskerville

0.625 in

Italic is used for the recipient’s address and the date

10175 Parkwood Drive Cupertino, CA 95014

the letter was written. Baskerville Regular is used for the content of the letter. The signature also calls

Dear Mrs. Jones,

for Baskerville Italic.

Pa plantum laboreped maximpo remporestio. Nem. Itas quiducienis simporro omni bla que lam re in re, odit exeri volupit inctem volo ipsum remporporum fugitio nessedis aboreicit aditem. Icipicatum evel inimiliati nemporibea conseque sunto mo coria nonse ipientus discil minus con con et que plaborrum aditemp elibus acerum aut eos magniate abor sed quis id ut atet que cusda quas que sit harcipsa ipsapitiis aciminto etur am, cumquunto volest, optur?

Like the envelope, a scattering of spices is located in the lower right-hand corner.

Volenti omnis estiur as ius arum est, omnissimus apis id et dit autatquame nobisitatio idus plamus peruptatem facea voloreh eniatiore, veles nimusapid eos et eosantiusam, iuntotate nihit dus, que doluptasped ulleniet exerestibus minum cus repro mosam, qui odipissum, audis ad et ressinctur rem eliciis num, cuptatiberum qui alitatem volor re, sum hitia quae por as rehent ullatisquid ut vellum sedi illuptis debit aut labo. Axim faceat aut eossiti tem est laudita ersperro maxim illaut qui none nus coreic temporenda ipis dolorume labores re re voloribusci te dis dem inverum que voluptatio.

The back of Enhance’s letterhead carries on the theme of connecting spices and the kitchen with an

February 4th, 2015

11 in

image of chili powder scattered on a cutting board

Nam quam volore ellat qui quia dolute landae. Ro qui ut officil iquatus autat fugias pro eosam, conse coriberae illis quo bla commoloribus eum num endanihil mincia si dolecus della nulla vereribus et qui cus alicit eos dolenime elluptaturem esti aut quaerov itatur solore provitiusdae re nonecus alit et ex essum eat verspe cum fuga. Periae. Dunt adio. Nem es debitasseque plaboribus aut acea que volor andeliae eum facea doloribus dolut fugitiae. Sequi quideresedi dit ad quibus rate sit, sandi velliciam eatam aut alia voloribus mos ea voloria nien

for textural interest.

Pa deritioria vid minciis am ipsandam harum, sequatem si re nim que etur, sunt facid eostem quidundae natus es et, aut ex endus, cus quatis videl in repro is assinve rupidebit que la por magnis num si dolupta tioris autet quod ma quae qui blandita volorescid erisqui dolorestio. Sincerely, Kara Chin

Not to scale

Not to scale

19


ENVELOPE Enhance uses a bright white #10 envelope

1.5 in

for all of its business letters.

4.125 in

The front of the Enhance envelope includes the logo and address in the upper left corner. The return address uses

0.5 in

Raleway Medium 7/10. The recipient’s name and address is printed in the middle

0.5 in

9.5 in

of the letter using Raleway Regular 10/13. A scattering of spices is placed in the lower right-hand corner.

1.25 in

The Enhance envelope has a unique side flap that opens on the left-hand side. The spices on the back of the envelope mimics the motion of pouring spices out when the letter is removed from the envelope.

Not to scale

20


BRANDING APPLICATIONS

21


SIGNAGE The story of Enhance includes more than just its branding and packaging. All other marketing materials stay honest to the Enhance brand to emphasize the essence of spices. The simplicity of advertisements designed for Enhance aim to highlight the texture of spices to make them enticing to potential customers. Whether seen from up close or driving at 75mph, Enhance’s signage targets viewers through unique imagery and readable design.

Here is an example of a standard advertisement for Enhance. This can be applied to web ads, print ads and posters. The flexibility of the Enhance logo allows this type of poster to be applied to any size

22

and shape.


WEBSITE & APP

REUSABLE BAGS

In this modern age, no company is

There is no better way to showcase and carry spices than in a beautiful 18” x 20” x 6”

complete without a website and app

burlap reusable bag such as this one. This is an eco friendly bag that has the Enhance logo

for online and mobile phone presence.

screen printed on both the front and the back.

Enhance’s website is not only a place to shop for spices online but can be used as a resource for how to use herbs and spices through recipes and tutorials. Enhance’s website creates a community for home cooks and bakers of all levels to learn from each other and become more immersed in a world full of flavor. The Enhance app is available to download on both Apple and Android devices. Visit enhanceflavor.com for more information.

HERBS & SPICES

23


TRANSPORTATION

EXTERNAL PACKAGING

Transportation branding is just as important as any other

This also extends to the external packaging that houses the

branding. As Enhance Herbs & Spices are sold in stores across

individual spices for on the shelf display. These boxes are tailored

the United States, semi trucks are required for transportation of

to fit the individual spices snugly with their already modular design.

the herbs and spices. Enhance’s logo is expertly adhered to the outside of these trucks as both a marketing tool and a way of spreading herbs and spices across the nation.

24


PACKAGING

25


CREATIVE BRIEF THE NEED

Herbs and spices are a pantry essential for any home cook or baker. However, the current packaging of herbs and spices creates more frustration and chaos than is

THE STRATEGY

This innovative packaging of herbs and spices will have several different features. First, they will be collapsible to eliminate the extra space created by using up the herbs and

necessary in the kitchen. For example, most rounded measuring spoons are unable to fit

spices. They will also be modular to allow for easier storage in the average kitchen

into herb and spice jars thus making it difficult to measure precisely. Secondly, as herbs

cabinet. On top of that, they will be stackable to allow for more cabinet space. Lastly,

and spices are used, the volume of the original container remains the same. It’s easy to

the packaging will be easy to read so that home cooks don’t have to sift through the

run out of space to store spices for those home cooks and bakers who start to amass a

cabinet looking for a specific herb or spice.

spice collection. Furthermore, the average herb or spice container holds about 3oz of product when most people will only use a teaspoon or so at a time. Considering the fact that spices lose their full flavor around 6 months, herbs and spices become a waste for those who use them for a select few dishes.

THE AUDIENCE

The primary audience for this product will be geared towards home cooks and bakers. This demographic tends to be middle class males and females aged 18 years to 65 years with an income between $30,000 to $80,000 per year. This product and packaging will

THE GOAL

Herbs and spices are a must when creating flavorful food. Many people turn away from using them because they are so expensive and current packaging carries much more of the product than the average person will ever use.

also be accessible for those who don’t cook very often but are looking to buy a herb or spice for the occasional cooking or baking adventure.

This new herb and spice packaging will be more accessible and create a more efficient kitchen environment for home cooks who already use or are looking to start using herbs and spices.

26


PACKAGING REQUIREMENTS Current Packaging Examples & Similarities barcode

ingredients list

logo & brand name

weight in ounces & grams

name of the herb/spice kosher certification

best by date & how to store

place of distribution & contact info

recipes/suggested uses

In order to figure out what I needed to put on my packaging, I looked through the variety of spice containers that I have in my cabinet. I noticed that despite the variety of brands and containers, all the spice containers had the similarities as pointed out above.

27


BEGINNING SKETCHES & MOCK-UPS My initial ideas for my packaging revolved around integrating 3 things. 1) stackability 2) modularity 3) collapsibility I debated several different shapes before finally settling on a teardrop shape. This accomplished many things such as mimicking the curves created in my logo and envelope, reducing space between each individual container on the shelf and creating a pourable spout for the spices.

28

1. In my first mock-up, I attempted to fold the sides in the hopes that it would fold down when pressure was applied but that required too much effort. 2. This is an example of trying to figure out a different way of integrating top and bottom but it looks too messy and the pieces didn’t fit together. 3. It was suggested that I try rings like a telescope which worked a lot better. 4.The collapsed version of #3 in a uniform container.

1.

2.

3.

4.


INTERMEDIATE SKETCHES & MOCK-UPS After settling on incorporating collapsible rings in my packaging,

FINAL SKETCHES

I went back to the drawing board to figure out where to incorporate my labeling and how to arrange the rings. I originally had the rings arranged from biggest to smallest but I switched that around so that the cap would fit better in the packaging. I also originally had the idea of creating a lip so that each module could fit inside the other. However, when I switched the rings from biggest to smallest, that was no longer possible. I also noticed that the lip wasn’t really necessary since each

These are a variety of sketches where I was trying to visualize how the rings would work in my final packaging.

module could stack without falling over due to the smooth, flat top of each individual container. Here are some examples of my intermediate mock-ups where I was trying to figure out where to place my information and

nutrition facts that were later omitted

what size to make my final packaging. I also realized that spice containers don’t contain nutrition facts until the container gets to bulk & restaurant style sizes so I omitted that in my final design.

I made the first ring taller so the cap I first tried out 3 rings

could fit snugly for air tightness.

Figuring out how to make the cap look clean

29


FINAL PACKAGING PROCESS

1. Materials needed are a ruler, an Xacto knife, scissors, PVA glue, a cutting board and printed packaging materials.

2. Cut out each of the rings using the ruler and Xacto knife.

3. Five final strips cut out.

4. Fold all the tabs to the inside. This one is for the cap.

5. Apply a thin layer of PVA on the tab.

6. Bring the other side around and apply pressure to adhere both ends.

7. For the cap, apply a thin layer of PVA glue on the top of the ring. Match up the center of the logo with ring and set aside to dry.

8. Repeat folding and gluing all other tabs making sure that they will all fit into each other snugly.

30


Cap

Ring #1

Ring #2

Ring #3

Bottom

9. For the bottom, apply a thin layer of PVA glue on the bottom of the ring. Match up the bottom layer with ring and set aside to dry.

10. After both the top and bottom are completely dry, carefully trim off the excess cardstock.

11. All five layers in sequential order of assemblage.

12. Starting with the bottom, place Ring #3 inside the bottom.

13. Place Ring #2 inside Ring #3.

14. Place Ring #1 inside Ring #2.

15. Place the cap onto of the final packaging

16. Reverse side.

31


DIMENSIONS & MATERIALS When researching materials for my final packaging, I discovered that the materials needed to accomplish the following things. 1) air tightness 2) sturdiness 3) protect the product from heat and light 4) environmentally friendly/sustainability 1.625 in I decided that my final packaging would be made

0.5 in

out of thin sheets of bamboo veneer. This is a flexible yet durable material that could be used to create a sturdy container for herbs and spices. The bamboo veneer sheets would be 1/32 inches thick

1.5 in

and coated in beeswax on the inside to keep the oils

1 in

from the spices from seeping out onto the bamboo.

2.625 in

Beeswax is a natural coating that is both edible and antibacterial. All the labeling would be adhered using compostable transparent stickers that can easily be applied to each of the individual layers during assemblage. The materials used allows these containers to be refillable and reusable. Consumers can mail back the collapsed versions of the containers to have them refilled at a discounted price.

Spice Name: Raleway Extra Bold, 14pt Inspire to Flavor: Baskerville SemiBold Italic, 22pt Best by Date: Baskerville Bold Italic, 8pt Uses: Baskerville SemiBold Italic & Italic, 8pt Ingredients: Raleway Bold & Regular, 7pt Net Weight: Raleway Heavy, 8pt Distribution Location: Raleway Medium, 6pt Web Address: Raleway Bold, 7pt Not to Scale

32

1.5 in

2.5 in


ON THE SHELF

33


FINAL PRODUCT

34


35


DESIGN ANALYSIS

36


INTRODUCTION

The purpose of this project is to design a more user-centered branding and packaging for herbs and spices. This complete re-design is needed because the

METHODOLOGY

Methods for completing each of the objectives are as follows. 1) Create a brand and packaging that shows consumers what they will be buying and how they can use it

current packaging is impersonal and does not connect the consumer to the kitchen. The designers involved aim to solve this problem using skills of graphic design,

2) Create packaging that solves issues of inefficiency and frustration in the kitchen

photography and product design to reinvent the way herbs and spices are perceived.

3) Create a brand and packaging that is genuine and shows promise These methods are achieved through 6 weeks of user testing, questionnaires, and observation. Each method will be tested for 2 weeks at a time.

PROBLEM STATEMENT

OBJECTIVES

The branding and packaging work together to bring more people back into the kitchen through an approachable and aesthetically pleasing design. This brand is

EVALUATION

All three objectives were met through weeks of refining the design and testing it’s ability to solve the design problem. Users were observed and asked whether they felt

based on visually associating itself with the flavors and smells that herbs and spices

Enhance’s brand and packaging was more accessible to use and store. Users were

add to food. This first action will draw consumers to the product because they’ll have

also asked if Enhance’s brand and packaging made them more inclined to try new

a better understanding of how to use it and will be more drawn to adding herbs and

herbs and spices. At the end of the 6 weeks, each test was evaluated for authenticity

spices to enhance the flavor in their foods.

and completeness.

There are three objectives of this project. 1) To make herbs and spices more accessible 2) To redesign the packaging in a way that makes consumers want to continue to use herbs and spices 3) To create a brand that consumers will remain loyal to

PROJECT SUMMARY

The results of this project were quite successful. The Enhance brand is one that directly relates to the product through it’s visual imagery. The packaging solves problems of collapsibility, modularity and stackability which current packaging fails to do. It connects the product to the consumer making them willing to continue to use the product and stay loyal to the brand.

These objectives can be achieved by consistent visual emphasis of the product which is incorporated in the brand. People want to see what they are buying which is exactly what the Enhance brand does through its photographs of herbs and spices.

37


Enhance Process Manual  

This book shows my process of designing Enhance from beginning logo sketches to final packaging. It is a thorough investigation of how I app...

Read more
Read more
Similar to
Popular now
Just for you