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karen ko

c&h sugar packaging process book research / brand development / logo development / typography development / form development / image development / graphic development / material study / final design


Š 2010 By Karen Ko Published in 2010 by Karen Ko t +1 213 265 5925 Karen-Ko.com Kko1985301@gmail.com Art Center College of Design 1700 Lida Street, Pasadena California 91103, usa All rights reserved. No part of this publication may be reproduce transmitted in any form or by any means. Electronic or mechanical. Including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Book designed and produced by Karen Ko


04 research

table of contents / 06 reserach / 26 brand development / 36 logo development / 46 type development / form development / 70 image development / 78 graphic development / 86 material study / 92 final design


06 research

research / 08 about c&h company / 09 sugar types and task / 12 current packaging evaluation / 13 current logo analysis / 15 competitors logo / 16 competitors packaging evaluation / 17 competitors packaging / 19 shelf presence / 21 interview / 23 target audience


08

California and Hawaiian Sugar Company, Inc. produces cane sugar and molasses in the United States. The company processes packaged consumer sugars, as well as packaged, liquid, and bulk granulated industrial use cane sugars. It offers various types of sugar, such as white granulated, baker’s sugar, golden brown, dark brown, powdered, superfine, and washed raw sugar. The company was founded in 1906 and is based in Crockett, California. as of august 10, 2005, California and Hawaiians Sugar Company, Inc. is a subsidiary of American sugar refining, inc.

research

about california and Hawaiian sugar company


09 research

California and Hawaiian seven varieties of sugar types and tasks

C&H sugar contains only 100% pure cane sugar. Cane sugar

contains trace minerals that are different from those in beet sugar, and it’s these minerals that many experts say make cane sugar preferable to use. Pure Cane Sugars are the most powerful taste tools in your pantry. And C&H offers seven different types to meet your many baking needs: White Granulated, Baker’s Sugar, Golden Brown, Dark Brown, Powdered, Superfine and Washed Raw. Each type of C&H Sugar has different properties. Each enhances the sweetness of your recipes in different ways. And to ensure that you get the best possible results, we guarantee that every bag of C&H sugar contains only 100% pure cane sugar. Cane

sugar contains trace minerals that are different from those in beet sugar, and it’s these minerals that many experts say make cane sugar preferable to use. As professional bakers have long noticed, cane sugar has a low meltingpoint, absorbs fewer extraneous and undesirable odors, blends easily and is less likely to foam up. And that can be very important when you’re caramelizing a syrup, making a delicate glaze, baking a delicious meringue, or simmering your family’s favorite jam recipe.

Storage Tips Granulated Sugar & Washed Raw Moisture makes granulated sugar hard and once this happens, there is no way to adequately restore it. Always store granulated sugar in a covered container in a cool, dry area.

Powdered Sugar Simply because of its physical makeup, powdered sugar is susceptible to odor pickup. It should be stored in a sealed container, away from moisture and strong odors.

Baker’s Sugar C&H Baker’s Sugar must be kept dry. To avoid clumping and help retain freshness, store granulated sugar in a covered container in a dry environment. Do not refrigerate. Due to the fine crystal size, some small lumps may occur, but should separate easily.

Superfine Like C&H Granulated and Baker’s Sugar, Superfine must be kept dry. To avoid clumping and help retain freshness, store Superfine Sugar in a covered container in a dry environment. Do not refrigerate.

Dark Brown & Golden Brown To retain moistness, brown sugar is best kept stored away from light and heat in an airtight container. Occasionally, brown sugar will lose its natural moistness and become hard. Even though the shelf life of brown sugar is indefinite, it’s best to use it within six months of purchase for maximum flavor. Don’t store brown sugar in the refrigerator. However, if you are in a very dry area or are going to keep it for a long time, you may want to freeze it.


12

The current packaging for C&H fragile because the sugar bag and box tears easily. The opening is inefficient; there is no device to reseal the bag and the sugar leaks out. It is also difficult to measure and pour.

research

California and Hawaiian current packaging evaluation


13 research

california and Hawaiian current packaging evaluation

Pattern

Logo Lacking hierarchy between logo and the text.

Photography Genetic and out-of-date style.

The sugarcane pattern does not harmonize with other graphic element.


14 research

current logo analysis

logotype “C” and “H” characters optically do not have the same weight.

mark Hibiscus Flower needs to be simplify.


15 research

competitors

Imperial Sugar Imperial Sugar (NASDAQ: IPSU) is a major U.S. sugar producer and marketer based in Sugar Land, Texas with refining operations in California, Georgia, and Louisiana. American Crystal Sugar Company American Crystal Sugar Company is a worldclass agricultural cooperative specializing in the production of sugar and related agriproducts. Cumberland Packing Corp. Family owned and operated business that has been serving for over 50 years. Delicious and nutritious product line underscores the important roles diet and exercise play maintaining good health. Florida Crystal Family owned and operated business that has been serving for over 50 years. Delicious and nutritious product line underscores the important roles diet and exercise play maintaining good health.

Great Value (Wal-Mart) Great Value was launched in 1993 and forms the second tier, or national brand equivalent (“NBE”), of Wal-mart’s grocery branding strategy. Products offered at Wal-mart through the Great Value brand are claimed to be as good as national brand offerings, but are typically sold at a lower price because of minimal marketing and advertising expense. Fresh & Easy Fresh & Easy Neighborhood Market is a chain of supermarkets on the West Coast of the United States. It is a subsidiary of the UKbased retailer Tesco, the world’s third largest retailer, and is Tesco’s attempt to expand into the United States. Market Pantry Grocery brand from Target Corporation. SAFEWAY


16 research

competitors packaging evaluation

Is the package reusable? Does the package use plastic? Form Can it be opened easily? Does the form facilitate shipping? Does the form facilitate stacking? Is the product visible? Does the package protect the product?

Graphics Are the graphics consistent? Is it representative of the brand? Is photography used?

Easy & Fresh

Is the packaging minimal?

Market Pantry

Can the package be recycled?

Great Value

Is this package made from recycled material?

Crystal Sugar

Environmental Responsibility

Imperial Sugar

C&H Sugar

Package Evaluation Criteria


17 research

competitors package design


18 research


19

C&H uses the same motifs and similar templates as their competitors, and does not stand out in the shelf display.

research

shelf presence


20 research


21 research

interview


22 research

Eun Jin, 31 “i wish there is a better container that is easier to use and stores the sugar” KC cho “i put sugar in the fridge because i don’t want ants to get to it. i wish there was a better seal.”


23

The current target audience for C&H sugar consists mothers from ages 20 and up to chefs of all ages.

Mothers 20 to 40 Chefs all ages

research

target audience


24 research


26 brand development

brand development / 28 swot analysis / 30 brand attributes / 31 inspiration / 33 color development


28

s - strengths

w - weaknesses

o - opportunities

S

t- threats

W

Recognizable

Outdated graphics

Quality

Packaging spills

Established

Rots

Big product line

Does not show product Doesn’t seal to keep it fresh Difficult to measure from Difficult to open

O Show the product Self measuring Improve the graphic

design strategy This rebranding and repackaging of C&H Sugar creates a consistent image through simplified form, color and type that portray C&H Sugar as an established, trusted brand among its competitors. The benefit of this new packaging is 1. to add measuring cup lid 2. to be able to reseal 3. to make it easier to open and pour 4. to use fresh graphics to attract new customers

T Generic brands

brand development

swot analysis


30 brand development

Brand Attribute

Wholesome healthy organic decent

Pure

Tasteful

transparent

appetizing sweet

clear fresh natural real simple authentic

Established

Quality

classic

trustworthy

traditional

nature

history culture

Convenient efficient handy adaptable functional neat useful User friendly

consistent value


31 brand development

Inspirational Image


32 brand development


33 brand development

inspirational image


34 brand development


35 brand development

color development

C&H Cream

C&H Dark Brown

Golden Brown

C2 M0 Y14 K0

C40 M70 Y90 K40

C35 M60 Y100 K20

R250 G250 B225

R110 G65 B35

R145 G100 B40

C&H Magenta

C&H Blue

C&H Green

C0 M100 Y0 K0

C100 M100 Y0 K0

C100 M0 Y85 K0

R240 G0 B140

R45 G50 B145

R0 G165 B100


36 brand development


38 logo development

logo development / 37 HIBISCUS INITIAL SKETCH / 38 hoop variation / 39 logotype study / 41 color development / 42 final color / 43 final logo / 44 tagline


39 logo development

HIBISCUS INITIAL SKETCH


40 logo development

HOOP VARIATION


41 logo development

LOGOTYPE STUDY


42 logo development


43 logo development

COLOR EXPLORE


44 logo development

FINAL LOGO COLOR

C&H Magenta

C&H Blue

C&H White

C0 M100 Y0 K0

C100 M100 Y0 K0

C0 M0 Y0 K0

R240 G0 B140

R45 G50 B145

R255 G255 B255


45

new logo

old logo

logo development

FINAL LOGO


46 logo development

LOGO with tagline

100% Pure Cane Sugar


48 type development

type development / 47 type exploration / 49 final type choice / 50 final type behavior


The new typeface for C&H sugar is Droid. This serif font gives a modern and friendly feel, which is appropriate for C&H’s graphic identity. Droid is used in all C&H packaging and other application such as a website or advertisement.

type exploration

various typefaces were explored for the information on the package, size, weights, and combinations were explored for herders, subheads, and copy. Droid Seirf

Minion

A BCDEFGHIJK LM NOPQRST U V W X YZ abcdefghijk lmno pqrstuv wxyz

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijk lmnop qrstuvwxyz

Milo

Adamant BG

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnop qrstuvwxyz

A BCDEFGHIJK L MN OPQRSTUV WXYZ abcdefghijk lmnop qrst uv w x y z

Optima

ABCDEFGHIJKLMNO PQRSTUVWXYZ abcdefghijklmnop qrstuvwxyz

49 type development

typography development


50 type development

type exploration

Granulated White

Granulated White

People who insist on using only the finest ingredients insist on using

People who insist on using only the finest ingredients insist on using always 100% pure cane, made only from real cane sugar. In fact, C&H

has never made and will never make any sugar that’s not pure cane

has never made and will never make any sugar that’s not pure cane

sugar. There’s no risk of ]getting “made-from-beet” sugars that

sugar. There’s no risk of ]getting “made-from-beet” sugars that

other brands sell. Consistency counts. Generations of experienced

other brands sell. Consistency counts. Generations of experienced

bakers and professional chefs know what works, what tastes best and

bakers and professional chefs know what works, what tastes best and

what bakes up best. And that’s why they trust C&H pure cane sugar.

what bakes up best. And that’s why they trust C&H pure cane sugar.

Pure Cane Sugar

Pure Cane Sugar

Granulated White

Granulated White

People who insist on using only the finest ingredients insist on

People who insist on using only the finest ingredients insist on

using only C&H sugars for some very good reasons. All C&H

using only C&H sugars for some very good reasons. All C&H sugars

sugars are always 100% pure cane, made only from real cane sugar. In fact, C&H has never made and will never make any

are always 100% pure cane, made only from real cane sugar. In fact, C&H has never made and will never make any sugar that’s

sugar that’s not pure cane sugar. There’s no risk of ]getting

not pure cane sugar. There’s no risk of ]getting “made-from-beet”

“made-from-beet” sugars that other brands sell. Consistency counts.

sugars that other brands sell. Consistency counts. Generations of

Generations of experienced bakers and professional

experienced bakers and professional chefs know what works, what

chefs know what works, what tastes best and what bakes up

tastes best and what bakes up best. And that’s why they trust C&H

best. And that’s why they trust C&H pure cane sugar.

pure cane sugar.

Pure Cane Sugar Granulated White People who insist on using only the finest ingredients insist on using 100% pure cane, made only from real cane sugar. In fact, C&H has never made and will never make any sugar that’s not pure cane sugar. There’s no risk of ]getting “made-from-beet” sugars that other brands sell. Consistency counts. Generations of experienced bakers and professional chefs know what works, what tastes best and what bakes up best. And that’s why they trust C&H pure cane sugar.

Milo

only C&H sugars for some very good reasons. All C&H sugars are always

Adamant

only C&H sugars for some very good reasons. All C&H sugars are

always 100% pure cane, made only from real cane sugar. In fact, C&H

Droid

only C&H sugars for some very good reasons. All C&H sugars are

Optima

Pure Cane Sugar Minion

Pure Cane Sugar


51

The new typeface for C&H sugar is Droid serif. The font Droid Serif gives a modern and friendly feel which is appropriate for C&H sugar graphic identity. The Droid Serif is used in all C&H Sugar packaging and other application such as website, and advertisement.

Droid Seirf

A BCDEFGHIJK LMNO PQRST U V W X YZ abcdefghijk lmnop qrstuv wxyz Droid Seirf Italic

ABCDEFGHIJKLMNO PQRSTUVWXYZ abcdefghijklmnop qrstuvwx yz

type development

final type choice


52 type development

final type behavior

This is example of using Droid font in C&H Sugar Packaging. The new C&H packaging both headline and body text is used Droid Serif.

Pure Cane Sugar Granulated White

Droid 20 / 20

Droid 14

People who insist on using only the finest ingredients insist on using only C&H sugars for some very good reasons. All C&H sugars are always 100% pure cane, made only from real cane sugar. In fact, C&H has never made and will never make any sugar that’s not pure cane sugar. There’s no risk of ]getting “made-from-beet” sugars that other brands sell. Consistency counts. Generations of experienced bakers and professional chefs know what works, what tastes best and what bakes up best. And that’s why they trust C&H pure cane sugar.

Droid 8 /14


54 form development

form development / 55 form inspiration / 57 initial form sketch / 59 paper form study / 63 process photo / 65 2lb package / 67 5lb package


55 form development

form Inspiration


56 form development


57 form development

Initial form sketch


58 form development


59 form development

paper form study


60 form development


61 form development

paper form study


62 form development


63 form development

process photo


64 form development


65

The new 2lb sugar package has a tight seal lid that acts as a measuring cup when opened.

form development

2lb package


66 form development


67

The new 5lb sugar package has a tight seal lid and is wide enough to scoop from. The bottom interlocks with the lid of another 5lb. The packages are stackable for transpiration and shelf presence.

form development

5lb package


68 form development


70 image development

image development / 71 sugar cane / zvz73 initial sketch / 75 image variation


71 image development

sugar cane


72 image development


73 image development

initial sketch


74 image development


75 image development

image variation


76 image development


78 graphic development

graphic development / 78 initial graphic design / 82 final design /


79 graphic development

initial graphic design

100% Pure Cane

Granulated White


80 graphic development

One Cup — 240mL 200g

1/2 Cup 120mL / 100g

Pure Cane Sugar Granulated White

www.chsugar.com

www.chsugar.com

C&H contains only 100% pure cane sugar

Grunlated White

1cup

C&H contains only 100% pure cane sugar

240ml 200g

1/2 cup Premeasured Sugar Granulated White

1/2 cup

Premeasured Sugar Granulated White


81 graphic development

final graphic for 2lb sugar package

front

side

back


82 graphic development


83 graphic development

final graphic for 2lb sugar package

front

side

back


84

premeasured packets

graphic development

individual packet


86 material study

material / 87 bagasse / 89 polymerized lactic acid


87 material

bagasse possible material for 2lb refill package and premeasured package

Bagasse is the fibrous residue remaining after sugarcane stalks are crushed to extract their juice. It is seen as a waste product and incinerated, recuperating energy for the sugar mill. This green solution can be seen as an alternative to plastic bottles and virgin wood based, paper laminated cartons, replacing it with a new alternative sugarcane lignin coating. This material can stand temperatures up to 190°F (88°C), is microwavable and freezer safe and extremely hygienic, and will be sterilized as it is exposed to high temperatures during the moulding process. Sugarcane Bagasse is one of the most plentiful biomass residues of the cane sugar production process. For every ton of refined sugar produced, there are two tons of bagasse produced as well. Bagasse is extremely light weight and has excellent performance characteristics. Packaging: Increasingly bagasse is being manufactured into packaging and food packaging products such as containers, plates, and bowls. These products can be certified as 100% compost able under ASTM standard D-6868.

Bagasse food packaging products are typically heat resistant up to 200 degrees Fahrenheit. Products are also “soak proof”, but hot items will cause moisture/precipitation to form at the bottom. You’ll notice that many of the products offered by our partner World Centric are made from Bagasse. Bagasse food containers have become particularly popular as more than 100 cities and counties have moved to ban Styrofoam in the US. Bagasse containers in these cities are being used as alternatives to traditional plastic and Styrofoam to go containers and disposable food service ware. Bagasse food packaging products typically biodegrade in 1-3 months in a commercial composing facility and 2-4 months in a home composing environment.


88 material


89 material

pla polymerized lactic acid possible material for 2lb and 5lb package

PLA plastic is a clear, nature-based green packaging option

made entirely from corn or sugarcane. With a look and feel similar to PET plastic, PLA plastic containers are a viable solution to give your product a beautiful presentation from a non-depleting source. It is evident that consumers are attracted to the idea of green packaging, and PLA plastic could help your product and company stand out by providing a natural form of product differentiation. PLA Plastic Properties Degradation Period: Between 18 and 24 months Melting Temperature: 140째F (60째C) Density: 1.25 g/cm3 Tensile Strength: 2360 to 10000 Color: Clear, White Clarity: Excellent Barrier Characteristics: Compared to PET, uncolored PLA bottles have approx. 8x the transmission rate for water and oxygen. Adding colorants to the resin can reduce transmission rates.

PLA Plastic Uses PLA Plastic Bottles - PLA plastic bottles provide transparency, gloss, durability and dispensability options, while maintaining the appearance of PET plastic. PLA Plastic Jars & Threaded Containers PLA plastic jars may be ideal for pharmaceuticals packaged in jars and lids, tubs and pots.


90 material

PLA Plastic Benefits Made 100% from corn starch (in the U.S.) or sugarcane (in other parts of the world) Biodegradable - breaks down mostly into carbon dioxide and water. However, PLA will not degrade or disintegrate on shelves - in order to degrade, PLA must be exposed to temperatures greater than 140째F and relative humidity greater than 90% for approximately 60 to 80 days. Can be composed within 45-90 days, while petroleum-based plastic products

PLA

are estimated to require thousands of years to decompose. Does not emit toxic fumes when incinerated. Inexpensive - Costs may not fluctuate as much as petroleum-based resins. PLA is made from corn instead of petrochemicals, and requires significantly less energy to produce. Quality and costs are comparable to petroleumbased plastics, such as PET which means there are no sacrifices for the greater consumer appeal of green packaging.

PET


92 final design

final design


93 final design


94 final design

processbook  

process book for C&H sugar

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