Kimberly's DES 116 Process Manual

Kimberly Li

DES 116 Process Manual

TABLE OF CONTENTS

6

Introduction

8

Research

14

Logo Design

20

Corporate Graphic Standard

30

Packaging

Creative Brief Biomimicry studies

Word List Sketches Mockups Final Design

Business System: Sketches Business System: Mockups Business System: Final Design Grid Colors Font Marketing

Sketches Model Dieline Final Design

5

INTRODUCTION

The goal of DES 116 is to provide a fundamental understanding of effective visual communication. Throughout the course, I learned about the value of research, the audience, color schemes, symbols, what makes a logo good or bad, and how to brand an identity into the economy. I also recognize that good photography is necessary in order to brand one’s product professionally and presented professionally. As such, I will include the process of the projects I have done in this class.

Projects that will be presented in this process book will be as followed: 1. Research, 2. Logo, 3.

Corporate Graphic Standard, and 4. Final food packaging.

RESEARCH

8

CREATIVE BRIEF Needs

Project Objective Background

Message Audience

This project fits in the sales strategy as a gourmet, high class product that is highly decorative. Its expensive price will gain revenue from those who desire high quality products.

To encourage people to make healthier choices.

There is more on-the-go, informally packed almonds in the almond market.

To combat this and give almonds more diversity, attention, and emphasis on its healthiness, these gourmet honey almonds would be presented as a healthier alternative to chocolates that are normally presented in high quality fashion.

“Who needs chocolates when you have honey almonds!�

Targeting children and females, especially those that love sweets

BIOMIMICRY STUDIES I started looking into honeycombs, lotus flowers, and crystals for inspiration and knowing what I should do for my package.

The following(s) is a result of my research.

Biomimicry Study: Honeycomb Objective Create a functional product and its packaging that has a similar function to nature thorugh the use of biomimicry.

What is it?

Honeycombs and their precise hexagonal geometry are created from the bees body heat through thermoplastic wax. Honeybees don’t measure or construct with thought; it is simply the heat and cooling of bees’ wax.

How is it important?

The design of the honeycomb is important to the objective because the hexagonal patterns provide a solution to packaging organization. By putting hexagons close together, it allows more things to be organized efficiently and elegantly than if the packaging was a huge box without organized molds

Sources http://www.asknature.org/strategy/2575415b861026b07582cea6dd9a53ab http://www.superbwallpapers.com/honeycomb/

BIOMIMICRY STUDIES I started looking into honeycombs, lotus flowers, and crystals for inspiration and knowing what I should do for my package.

The following(s) is a result of my research.

Biomimicry Study: Lotus Flower Objective Create a functional product and its packaging that has a similar function to nature thorugh the use of biomimicry.

What is it?

The lotus flower is a type of flower that grows under and over water, opening its pedals after it surfaces out of the water. The lotus flower is also a symbol of potential in Buddhism, representing enlightenment and purity.

How is it important?

The lotus flower becomes important to the objective because of its symbol. Incorporating this symbol into the logo would produce a connection of beauty, purity, and nature.

Sources http://withanopenheart.org/2013/01/04/the-story-of-the-lotus/ http://newflowerwallpaper.com/download/lotus-flower-images-and-wallpapers/lotus-flower-images-and-wallpapers-13.jpg

BIOMIMICRY STUDIES I started looking into honeycombs, lotus flowers, and crystals for inspiration and knowing what I should do for my package.

The following(s) is a result of my research.

Biomimicry Study: Crystal Objective Create a functional product and its packaging that has a similar function to nature thorugh the use of biomimicry.

What is it?

Crystals are solids that are created by a system of interlocked molecule patterns. These patterns are repeated over and over to make up a crystal. Some crystals are grown differently depending on their environment and resource intake, many of which can range from transparent to translucent crystal faces.

How is it important?

Crystals are important to the objective because the transparent surfaces of the ‘crystal’ fabrication of the packaging would showcase a sense of elegance and gourmet –a goal of the gourmet brand of honey-glazed almonds.

Sources http://www.chemistry.co.nz/crystals_defined.htm http://wallpaperweb.org/wallpaper/Digital_art/1920x1200/708_crystals.jpg

LOGO DESIGN

14

WORD LIST SKETCHES After choosing honey and almond as my food choice, I came up with a list of words to brainstorm ways I can brand the food combination. I eventually chose Honey Almond because of its straightforwardness and professionalism.

Honey Bunch Bunch Salty Fun Crunch and Bite Addict Eaters Honey Crunch Honey Delight Delightful Joy Honey Almonds Almond Honey Honey Almond

I experimented and played with familiar elements of honey and almonds: bees, honey drops, almond shapes, honeycomb, honey stick, jar, and ribbons.

MOCKUPS I decided to further explore the three almond flowers into different elements like circles and ribbons. I felt that most of my time was spent on the typography and figuring out what sort of type would suit my brand and product. I decided to revise my product so that it is a high-class selling honey-glazed almond brand, therefore encouraging me to experiment with script, sans serif, and alignment.

MOCKUPS I decided to further explore the three almond flowers into different elements like circles and ribbons. I felt that most of my time was spent on the typography and figuring out what sort of type would suit my brand and product. I decided to revise my product so that it is a high-class selling honey-glazed almond brand, therefore encouraging me to experiment with script, sans serif, and alignment.

FINAL After a lot of typography research, I finally found the typeface I was looking for: Grand Hotel and Candela. Their differing qualities mesh well with the elegant script honey and the hard, crunchy sans-serif almond. A smaller version is made to accompany smaller sized mediums.

CORPORATE GRAPHIC STANDARD 20

BUSINESS SYSTEM: SKETCHES In order to get started on my Corporate Graphic Standard, I had to make the business system first. My initial sketches consisted of the usage of the logo, its position and grid, and how the information would be placed. I played more with the envelope to see if the idea of honey oozing out of the envelope would be appealing, but later discarded the idea as it wasn’t as professional. I also considered different types of envelopes and different types of merchandise.

BUSINESS SYSTEM: MOCKUPS I had a lot of trouble trying to figure out what type of business card I want and how to manifest it in a way that can be easily understood as a high-class brand. I tried mimicking presents, playing with the grid, adding ribbons, emphasizing on the logo flower-almond to the point that I keep adding quantities or zooming in on one or two. I didn’t have as much trouble with the envelope and the letterhead because the design I started out with only needed minor tweaking and adjusting.

BUSINESS SYSTEM: MOCKUPS I had a lot of trouble trying to figure out what type of business card I want and how to manifest it in a way that can be easily understood as a high-class brand. I tried mimicking presents, playing with the grid, adding ribbons, emphasizing on the logo flower-almond to the point that I keep adding quantities or zooming in on one or two. I didn’t have as much trouble with the envelope and the letterhead because the design I started out with only needed minor tweaking and adjusting.

Honey Almond Corporation 696 Honey Street Honey City, HA 69696

James Bond 007 Bond Avenue Bonds City, BO 00007

BUSINESS SYSTEM: FINAL DESIGN I chose the last design of my business card mockup and moved the almond to the upper right. I also mimicked the front card’s view by using two almonds on the back of the card for the play of hierarchy and positive/ negative space variation. It is 3.5 x 2”, the standard business card size.

For my letterhead, I decided to get rid of the excess border and moved the logo and borders so that the logo doesn’t cut off too much at the top. I also moved the patterns on the back to give them more spaces in between the pattern elements to help define the brand easily.

For the envelope, I got rid of the excess shapes that frame the receiver’s name and address on the front because they give off a different feeling than elegance. Instead of having a stamp on the flap, I decided to create a pattern from the honey almond silhouette. The stamp part of the mockup got tranferred as a sticker that holds the envelope together for a professional identity touch. It is 3.5 x 8.5”, enough to fit the 8.5 x 11” letterhead.

GRID I worked with a 3-column grid that allows me to vary my usage of my corporate graphic standard through different guidelines and borders. I kept my constraint to the extent that the longest width would be at where the Indesign default margins are defined. The only exception to the rule would be for pages like the envelope where I needed space for the number that measures the envelope.

COLORS For the corporate graphic standard, I stayed close to the logo colors, while adding black and grey for measurement lines and B&W necessities. Other colors I’ve used were for specifically the “Unacceptable Modifications”.

HEX: #ED1C24 RGB: 237, 28, 36 CYMK: 0%, 100%, 100%, 0% HEX: #66BF7C RGB: 102, 191, 124 CYMK: 61%, 0%, 69%, 0% HEX: #F8ED31 RGB: 248, 237, 49 CYMK: 5%, 0%, 90%, 0% HEX: #EC008B RGB: 236, 0, 139 CYMK: 0%, 100%, 0%, 0% HEX: #D6DF23 RGB: 214, 223, 35 HEX: #DB9814

HEX: #FFFFFFF

HEX: #000000

RGB: 219, 152, 20

RGB: 255, 255, 255

RGB: 0, 0, 0

CYMK: 0%, 36%, 100%, 14%

CYMK: 0%, 0%, 0%, 0%

CYMK: 100%, 100%, 100%, 100% Transparency: 100%

CYMK: 20%, 0%, 100%, 0% HEX: #000000 RGB: 0, 0, 0 CYMK: 100%, 100%, 100%, 100% Transparency: 40%

FONTS I used Grand Hotel and Candela for my logo and the website because of their contrasting qualities of elegance and order. Futura and Oriya Sangam MN were good hierarchical fonts that goes well with my business card.

Myriad Pro is a legible, readable font that I used for my envelope and letterhead. I also used News Gohic MT for my advertisement for its authorative, elegant voice. As for the corporate graphic standard, I used Bell Gothic Std for the headers, Helvetica for small fonts, and Avenir for title and page numbers.

Grand Hotel, regular

Candela, book

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 (!@#$%^&*,.?:;)

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 (!@#$%^&*,.?:;)

Futura, medium

Oriya Sangam MN, regular

Myriad Pro, regular

News Gothic MT, regular

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 (!@#$%^&*,.?:;)

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 (!@#$%^&*,.?:;)

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 (!@#$%^&*,.?:;)

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 (!@#$%^&*,.?:;)

News Gothic MT, bold

Bell Gothic Std, light

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 (!@#$%^&*,.?:;)

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 (!@#$%^&*,.?:;)

Helvetica, regular

Avenir, bold

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 (!@#$%^&*,.?:;)

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 (!@#$%^&*,.?:;)

MARKETING I decided to make a simple, straightforward advertisement to put on flyers and billboards to encourage people to search up ‘Honey Almond’. The simpleness and use of flat colors allows easy access to understand, especially for people who are driving by and need quick and easy understanding. In addition, I also designed shirts with the Honey Almond logo, inverted and normal, on white T shirts as a symbolic badge of support. The website was made with the idea of easy and professional access, with tips to help engage user experience and knowledge.

PRODUCTS

TIP

RECIPES

HEALTH

ABOUT

CONTACT

Did you know that almonds were part of the peach family? Apparently it is the hard-shelled fruit of the almond tree, a member of the prunus family. This category of stone fruit encompasses trees and shrubs that produce edible fruit like cherries, plums peaches and nectarines.

PACKAGING

30

SKETCHES

MODEL

My initial ideas for the packaging were consisted of creating almond shaped packages with honeycomb molds inside containing honey-glazed almonds. The idea was later abandoned when I realized that it wasn’t going to be easy to reduce itself as a waste.

I further developed into a new idea, which is to separate honey and almonds into honey packets and resealable almonds’ interior.

The idea of honey sticks acting as packages appealed to me as fun and interactive. I also liked the idea of having a small tag as the brand identity instead of being plastered on the packaging itself.

Taking my sketches into account, I created a small prototype that encompasses a simpler form that focuses on how it would open and close, similarly to a lotus.

DIELINE This was my intial concept of how the cutout of my packaging should look like. I included the nutrition facts for both almonds and honey, the brand tag that talks about the company, as well as the overlaying beehive and beedrip. I also included triangular food seals that allows people to unseal their honey packets easily.

Honey Almond is dedicated to bringing you the healthy alternative to chocolates!

We hope you enjoy our fun, honey dipping adventure during parties, ballrooms, or even weddings!

Distributed by: Honey Almond Corp.

696 Honey Street, Honey City, HA 69696 â’¸ Honey Almond, Inc. 2016

NET WT: 7 OZ (0.4 LB) 198 g

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Left: Almonds, Right: Honey Packet

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INGREDIENTS: ALMONDS, SALT, SUGAR, HONEY. CONTAINS ALMONDS. ALLERGY INFORMATION: MANUFACTURED ON SHARED EQUIPMENT. MAY CONTAIN OTHER TREE NUTS, PEANUTS, WHEAT, MILK, SOY OR SESAME SEEDS. MAY CONTAIN SHELL PIECES.

honeyalmond.net (696) 696-6969

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FINAL DESIGN My final design gave minor tweaks to the inital dieline, such as getting rid of the bees in the background, making the nutrition facts larger, and adding the logo to the honey packet seals. I had to modify my final packaging even after printing this design on 60 lb cardstock, where I had to include bristol paper and a long yellow/white band to hide the whiteness of the bristol paper. I also added a red ribbon to finish the packaging with an elegant touch.

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FINAL DESIGN And it’s finished!