Page 1

H2OATS


Departmental Elective- Packaging Course Faculty: Tridha Gajjar Project by Shreya Arora Graphic Design B.Des’15


04 06 08 10 12 14 16 18 22 28

Context

Current scenario and proposed solutions

Concept 1

Concept 2

Concept 3

Final Concept

The Brand

Surface Graphics

Product posters

Acknowledgements


CONTEXT Six out of ten millennials do not have breakfast regularly

Eight out of ten millennial students who live away from home do not have access to a stove, oven, microwave or fridge.

W w c w j a c w d g m T S t I t a b t m t o 3 t fi t w fi a P 2 I t A l g t b y a T

f W a I

Several studies have revealed that the average Indian millennial rates speed and convenience over the need to have a traditionally healthy breakfast. This makes them opt for quick substitutes like energy bars, or skip breakfast entirely in favour of coffee or the likes.


T

dismissed by viewers for years, several and historians art and sociologists have begun to see and knowle compare the absurdism in memes to a newly resurgence of Dadaism.While memes were dismissed by viewers for years,the several new historiansand sociologists have newly begun to see compare the absurdism in memes to and interesurgence of Dadaism. It dismissed by viewers for years, several and historians art and sociologists have begun to

dismissed by viewers for their own years, several and historians art and sociologists have begun to see and knowle compare the absurdism in memes to a newly resurgence of Dadaism.While memes were dismissed by viewers for years,the several new historiansand sociologists have newly begun to see compare the absurdism in memes to and interesurgence of Dadaism. It dismissed by viewers for years, several and historians art and their own sociologists

While the absurdist Dadaist while them has many newly invisual culture of an memes are were it is a newl thereoumemes has anddismissed by viewers for years,& sevbeen well compared eralhistorians and the many to Dadaism in many in sociologists & ways, them parallelstoo have now begun to compar the two in the are strongest new found absurdism in sthe newly when a it comes to seme a resurgence of arts and found art. Actually, while theirs hereby newly absurdist visual culture of memes has emerged artists been toocompared to Dadaism in a many therefore too ways, the parallelly are strongest when it Dadaist while them has many newly is an comes to an foun an memes are were it is dismissed dismissed by viewers for by viewers for years, several and years, several and historians

Actually, While the and dismissed by viewers for years, several and historians art and sociologists have begun to see and knowle compare the absurdism in memes to a newly resurgence of Dadaism.While memes were dismissed by their viewers for years,the newlseveral new the historiansand sociologists too have newly too found begun to see compare the absurdism in memes to and interesurgence of Dadaism. It is

While the absurdist visual culture of oumemes has been well While the absurdist visual culture of oumemes has been well compared to Dadaism in many in compared to Dadaism in many in ways, them parallels in are ways, them parallels in are strongest when a it comes to found art. while theirs absurdist visual strongest when a it comes to found art. while theirs absurdist culture of memes has been compared to Dadaism in a many ways, the parallelly are strongest visual culture of memes has been compared to Dadaism in a many when it is an comes to an found art an If Americans have to make coffee themselves, the vast maways, the parallelly are strongest when it is an comes to an found jority will choose the ease of ground over the freshness of grinding whole beans at home. While art an If Americans have to make coffee themselves, the vast majority around one in five restaurant meals among the under 35s are delivered. If Americans have to make will choose the ease of ground over the freshness of grinding whole coffee themselves, the vast majority will choose the ease of ground over the freshness of grinding beans at home. While around one in five restaurant meals among the whole beans at home. While around one in five restaurant meals among the under 35s are under 35s are delivered. If Americans have to make coffee themselves, the delivered. If Americans have to make coffee themselves, the vast majority will choose the ease of vast majority will choose the ease of ground over the freshness of grinding ground over the freshness of grinding whole beans at home. While around one in five restaurant whole beans at home. While around one in five restaurant meals among the meals among the under 35s are delivered. under 35s are delivered. If Americans have to make coffee themselves, the Therefore, I published in the Personality and vast majority will choose the ease of ground over the freshness of grinding Social Psychology Bulletin in 2013, revealed whole beans at home. While around one in five restaurant meals among the that teenagers today are more lazy under 35s are delivered. Therefore, I published in the Personality and Social It is not the first time Millennials have that Psychology Bulletin in 2013, revealed that teenagers today are more lazy teenagers today are more lazy While the It is not the first time Millennials have that teenagers today are more lazy absurdist visual culture of oumemes has A separate generational study,resultpublished in the Personality and Social been well compared to Dadaism in many in ways, them parallels in are strongest when a it comes Psychology Bulletin in 2013, revealed that teenagers today are more lazy and to found art. while theirs absurdist visual culture of memes has been compared to Dadaism in a materialistic than baby boomers were in their teens - 40 to 50 years prior many ways, the parallelly are strongest when it is an comes to an found art an If Americans have due to a culture of narcissism and self-entitlement. t teenagers today to make coffee themselves, the vast majority will choose the ease of ground over the freshness The study found that around 25 per cent of teens in the mid-1970s did not of grinding whole beans at home. While around one in five restaurant meals among the under plan to ‘work hard’ as adults. By the mid-1980s that number had grown to 35s are delivered. If Americans have to make coffee themselves, the vast majority will choose 30 per cent which had already hit 39 per cent by the mid-2000s. mid-1980s that number had grown to the ease of ground over the freshness of grinding whole beans at home. While around one in While the teens now want more than their grandparents and the generations before them, there is a ‘growfive restaurant meals among the under 35s are delivered. If Americans have to make coffee ing disconnect between their willingness to do the work to pay for these things,’ Jean Twenge, co-author of themselves, the vast majority will choose the ease of ground over the freshness of grinding the sIt is not the first time Millennials have been accused of laziness.irst time Millennials have been accused of la whole beans at home. While around one in A separate generational study, published in the Personality and Social Psychology Bulletin in 2013, revealed that five restaurant meals among the under 35s teenagers today are more lazy and materialistic than baby boomers were in their teens - 40 to 50 years prior - due to are delivered. Therefore, I published in the a culture of narcissism and self-entitlement. irst time Millennials have been accused of laziness. as adults. By the midPersonality and Social Psychology Bulletin in The study found that around 25 per cent of teens in the mid-1970s did not plan to ‘work hard’ as adults. By the mid2013, revealed that teenagers today are 1980s that number had grown to 30 per cent which had already hit 39 per cent by the mid-2000s. co-author of the s It is not the first time Millennials have that While the teens now want more than their grandparents and the generations beteenagers today are more lazy fore them, there is a ‘growing disconnect between their willingness to do the work A separate generational study,resultpubto pay for these things,’ Jean Twenge, It is not the first time Millennials have been lished in the Personality and Social Psycholoaccused of laziness. If Americans have to make coffee themselves, the vast majority gy Bulletin in 2013, revealed that teenagers will choose the ease of ground over the freshness of grinding whole beans at home. today are more lazy and materialistic than While around one in five restaurant meals among the under 35s are delivered. baby boomers were in their teens - 40 to 50 It is not the first time Millennials have been accused of laziness. accused of laziness. years prior - due to a culture of narcissism A separate generational study, published in the Personality and Social Psychology Bulletin and self-entitlement. t teenagers today in 2013, revealed that teenagers today are more lazy and materialistic than baby The study found that around 25 per cent of

while the instantaneowhile the instantaneo- indeliWhile the absurdist visual culture of oumemes has been well our memes has been well and truly indeliWhile the absurdist visual culture of oumemes oumemes has been woumemes has been w.compared to Dadaism in many in ways, them parallels in are strongest when a has been well compared to Dadaism in many in ways, them parallels in are it comes to found art. while theirs absurdist visual culture of memes has been compared to Dadaism in a many ways, the strongest when a it comes to found art. while theirs absurdist visual culture of parallelly are strongest when it is an comes to an found art an If Americans have to make coffee themselves, the vast majority memes has been compared to Dadaism in a many ways, the parallelly are strongest will choose the ease of ground over the freshness of grinding whole beans at home. While around one in five restaurant when it is an comes to an found art an If Americans have to make coffee themselves, the meals among the under 35s are delivered. If Americans have to make coffee themselves, the vast majority will choose the vast majority will choose the ease of ground over the freshness of grinding whole beans ease of ground over the freshness of grinding whole beans at home. While around one in five restaurant meals among the at home. While around one in five restaurant meals among the under 35s are delivered. If under 35s are delivered. If Americans have to make coffee themselves, the vast majority will choose the ease of ground Americans have to make coffee themselves, the vast majority will choose the ease of ground over the freshness of grinding whole beans at home. While around one in five restaurant meals among the under 35s are over the freshness of grinding whole beans at home. While around one in five restaurant delivered. Therefore, I published in the Personality and Social Psychology Bulletin in 2013, revealed that teenagers today are meals among the under 35s are delivered. If Americans have more lazyIt is not the first time Millennials have that teenagers today are more lazy While the absurdist visual culture of to make coffee themselves, the vast majority will oumemes has been well compared to Dadaism in many in ways, them parallels in are strongest when a it comes to found choose the ease of ground over the art. while theirs absurdist visual culture of freshness of grinding whole beans at home. memes has been compared to Dadaism in a While around one in five restaurant meals many ways, the parallelly are strongest when among the under 35s are delivered. Therefore, it is an comes to an found art an If Americans I published in the Personality and Social Psychology have to make coffee themselves, the vast Bulletin in 2013, revealed that teenagers today are more lazy majority will choose the ease of ground over It is not the first time Millennials have that teenagers today are more lazy the freshness of grinding whole beans at While the absurdist visual culture of oumemes has been well compared to Dadaism home. While around one in five restaurant in many in ways, them parallels in are strongest when a it comes to found art. while meals among the under 35s are delivered. If theirs absurdist visual culture of memes has been compared to Dadaism in a many ways, Americans have to make coffee themselves, the parallelly are strongest when it is an comes to an found art an If Americans have the vast majority will choose the ease of to make coffee themselves, the vast majority will choose the ease of ground over the ground over the freshness of grinding whole freshness of grinding whole beans at home. While around one in five restaurant beans at home. While around one in five meals among the under 35s are delivered. If Americans have to make coffee restaurant meals among the under 35s are themselves, the vast majority will choose the ease of ground over delivered. If Americans have to make coffee the freshness of grinding whole beans at home. While themselves, the vast majority will choose the around one in five restaurant meals among the ease of ground over the freshness of grinding under 35s are delivered. If Americans have to whole beans at home. While around one in make coffee themselves, the vast majority five restaurant meals among the under 35s will choose the ease of ground over the are delivered. Therefore, I published in the freshness of grinding whole beans at home. Personality and Social Psychology Bulletin While around one in five restaurant meals among the under 35s in 2013, revealed that teenagers today are are delivered. Therefore, I published in the Personality and Social Psychology Bulletin in 2013, revealed I published in the Personality and Social that teenagers today are I published in the Personality and Social Psychology Bulletin in 2013, Psychology Bulletin in 2013, It is not the first time Millennials have that teenagers today are more lazy published in the Persona It is not the first time Millennials have that A separate generational study,result published in the Personality and Social Psychology Bulletin in teenagers today are more lazy published in 2013, revealed that teenagers today are more lazy and materialistic than baby boomers were the Personat is not the first time Millennials in their teens - 40 to 50 years prior - due to a culture of narcissism and self-entitlement. t have that teenagers today are more lazy teenagers today Millennials have that teenagers today are more lazy published in the A separate generational study,result published The study found that around 25 per cent of teens in the mid-1970s did not plan in the Personality and Social Psychology to ‘work hard’ as adults. By the mid-1980s that number


SOLUTION If an easy solution like overnight oats exists, why aren’t more millennials eating it? It has virtually no prep time in the morning, and fulfils all the requirements for a healthy breakfast. To understand this problem better, I analysed the situation and came up with the following insights. Possible design interventions: -Oats are always marketed to older, health conscious audiences. This makes the entire graphic style and advertising for oats difficult to relate to for millennials. -Oats are not as appetising to look at as other traditional breakfast choices, like freshly made eggs. Yet, they are always depicted on the packaging using photography, which makes millennials pick options that are better to look at. -The packaging for oats is such that it requires a bowl and a spoon, which makes it difficult to eat on the go. Hence, the ideal solution would be one that -Depicts the flavour of the oats in a less literal way -A tagline that gives oats something other than their typical ‘Good but Boring’ breakfast tag. As a rule, oats are eaten because one should eat them, not because one wants to eat them. -Can be bought in bulk, but can be separated into single serve portions.


N


PRO

Attractive; would appeal to millennials

Harder to manufacture than the current solution

PRO

Does away with the need for a bowl or any cutlery

Not very sustainable; would create a lot of waste

PRO

CON

CON

Contains water as well; can be made on the go

Too many elements; very complicated to assemble

e

e

CON


m

PRO

Relatively simpler; less elements than the previous packaging

Form is less attractive than the previous

PRO

Stackable, selftessellating form saves on space

Would require two lids because of the turning mechanism

PRO

CON

CON

The turning mechanism would enable more efficient soaking

Too much space has to be left for water; 2/3rds of the container is empty

CON


PRO

Saves space, can be displayed in multiple ways- eg; stacking, hanging

Label needs to be on two different surfaces to enable the two types of displaying

PRO

CON

No need for secondary packaging; can be sold individually or in packs of three

Too much dead space while transporting or displaying

CON


FINAL CONCEPT -Can be sold individually, in packs of four, and in packs of six -Collapsible as well as stackable, which means they save space twofold. -Can be either stacked or hung -Do not require a bowl, cutlery, a lid or any external component except water itself. -Makes for good surface graphics to depict the flavour of the oats on. -Attractive yet simple form. -Easy to manufacture. -No unnecessary elements.


L


BRAND Since the aim was to create a brand that millennials would relate to, it was necessary to pick a brand name that was catchy while still getting the USP of the product across- one needed only water to be able to access this healthy breakfast.

H2Oats H2Oats H2Oats H 2 Oats H2Oats H2Oats

After many iterations, I went with the typeface ‘Archer’ for the logotype. While oats are a healthy and reliable breakfast, I wanted to show the user that they did not have to be predictable or boring. Archer, as a typeface, puts this point across effortlessly, as it has a very sturdy structure, with the ball terminals adding an element of quirk. Possible taglines: -When you’re really not a morning person -Breakfast in tread -Let your breakfast pull an allnighter for you (student base) However, all of these taglines were focused too much on the millennial base. I realised that if I used hyperspecific relatability, I would end up making the same mistake I had criticised in the original oats packaging, where the design is relatable to one faction of society, but alienates the others. With this in mind, I went with the tagline: ‘Breakfast that works hard while you sleep’


D

H2Oats

H2Oats

H2Oats

H2Oats

H2Oats

H2Oats

watermelon

watermelon

kiwi

honey

honey

orange


H2Oats orange

H2O

water


Oats

rmelon

H2Oats kiwi


NET

NOTE: Further surface graphics such as nutritional information are yet to be added


watermelon

H2Oats


H2Oats

Breakfast that works hard while you sleep.

HO 2 ats orange

HO 2 ats

watermelon

HO 2 ats

available in a variety of flavours

kiwi


H2Oats

Breakfast that works hard while you sleep.


H2Oats breakfast that works hard while you sleep

H2Oats

H2Oats

watermelon

orange

Sold individually, in packs of four or packs of six

-Collapsible structure -Can open to hold water and soak overnight

-Space saving packaging -Can be either stacked or hung

H2Oats kiwi


ACKNOWLE None of the work I did during this project would have been possible without the encouragement and guidance of the entire graphic design department, including the faculty, print labs staff, as well as the students. To the course faculty, Tridha Gajjar, for her constant support towards the batch. To Sachin bhai and Hardik bhai in the print labs, for sharing their technical knowledge of printing as well as materials. To my batchmates, for keeping up the energy in the workspace over the course. To each person I surveyed and interviewed, for being part of this project, and allowing me to gauge my audience as best as I could.


EDGEMENTS

Food Packaging  
Food Packaging  
Advertisement