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KIRKLAND SIGNATURE process book • packaging II

Derrick Chang Thomas Wibowo Evan Yabu

spring 2016


Š 2016 by Derrick Chang

(626) 475-4031

Thomas Wibowo

(408) 838-4968

Evan Yabu

(310) 989-0890

Instructed by Andrew Gibbs and Jessica Deseo Art Center College of Design 1700 Lida Street, Pasadena, CA 91103 All rights reserved. No part of this publication may be reproduced or 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 our team. Target Audience photography by Tom Hussey. Final photography by Jason Ware & James Chou. Typeface used: Gotham Rounded Material used: Color Photo Paper


K I R K L A N D S I G N AT U R E

3


TA B L E O F CO N T E N T S

02 RESEARCH ——

01 INTRODUCTION — 8 10

about company

14

packaging survey

product line

16

insights

17

logo analysis

18

retail display

20

interviews

24

experiments

30

brand familiarity survey

32

target audience

34

case studies


03 BRAND ——— 42

mind map

44

main concept keywords

48

concept pitch

50

logo development

64

final logo

05 CO N C LU S I O N —————

04 FO R M ———— 114

midterm presentation

graphic application

114

pros + cons

form + graphic

116

final stretch

development

118

final photos

72

form development

96 108

5


INTRODUCTION 01


—

WALL STR E E T I S I N TH E B U S I N ES S O F MAKI N G M O N E Y B E T WE E N N OW AN D N EX T TU ES DAY. WE 'R E I N TH E B U S I N ES S O F B U I LDI N G AN O RGAN IZ ATIO N , AN I N STITUTIO N THAT WE H O PE WI LL B E H E R E FI F T Y YE AR S FRO M N OW. JA M E S S I N E G A L Former CEO of Costco


INTRODUCTION

Kirkland Signature is the private label of

“ We will always be known for name

Costco, an American warehouse club. It is

brands such as Michelin, Sony and Crest,”

found at Costco’s website, Costco ware-

says Craig Jelinek, Costco president and

houses, and Amazon.com and is trade-

chief executive officer, “but we will continue

marked by the company. The name is

to augment our product offerings with our

derived from the location of Costco’s cor-

own Kirkland Signature items.” With Kirk-

porate headquarters, in Kirkland, Washing-

land Signature, Costco can develop new

ton, from 1987 to 1996 . Costco introduced

products, new categories and new prod-

Kirkland Signature as its private label in

ucts in existing categories, which allows

1995. The idea was to identify categories in

the company to control the quality of the

which a private label product could provide

Kirkland Signature product and drive down

brand name quality at discounted prices.

prices on competing national brands.

It’s been nearly 20 years since the first

“The working rule followed by Costco

Kirkland Signature products appeared at

buyers is that all Kirkland Signature prod-

Costco. Has this line of private-label prod-

ucts must be equal to or better than the

ucts achieved its goal of offering members

national brands, and must offer a savings

a unique value in their everyday purchases?

to our members,” adds Craig. Another rule

Absolutely.

is continuous improvement. “We’re con-

Th e Kir kla n d Sig n atu re la b e l to day

stantly looking at Kirkland Signature items,

appears on about 20 percent of the prod-

revisiting them with an eye to making them

ucts you find in your local warehouse - on

better,” says Jeff Lyons, Costco’s senior vice

everything from men’s dress shirts to laun-

president of fresh foods. On your next trip

dry detergent, pet food to toilet paper,

to Costco, compare any Kirkland Signature

canned foods to cookware, olive oil to beer,

product with its brand name counterpart,

and automotive products to health and

and discover a great perk of Costco.

beauty aids. The common element: These are Costco’s signature products that offer the perfect combination of quality and price to members.

ABOUT COMPANY


—

current audience

Costco's members are affluent compared to the general populace, as indicative of a place that requires a monthly membership. The average income of a customer here is $57,000, compared to the US average of $38,000 . These members visit the store

every two and a half weeks and spend around $94 per trip. A study shows that the average person with income over $50,000 has a 50% chance of being at one time a member of Costco. The retail chain is particulary strong in the Northwest, particulary in the states of Washington and Oregon, which makes sense geographically.

9


INTRODUCTION

food

health care

fresh food

over the counter

confectionary, snacks, desserts

prepared foods

vitamins

sweet snacks

pizza

pharmaceuticals

candy

fruits

supplements

desserts

grains

energy shots

ice cream

cereal

medicine

pastries cookies

water canned food frozen food

Derrick

alcohol

pets

baby, kids & toys

beer

pet food

formula

malts

pet beds

diapers

wine & champagne

pet accessories

baby food

vodka

potty pads

toys

tequila

chews

wipes

gin

treats

bottles

rum

litter

baby accessories

scotch

waste bags

blankets

absinthe

chew toys

pacifiers

Evan

CURRENT PRODUCT LINE


—

beauty

personal care

home

cosmetics

soaps

detergents

personal fragrance

deodorant

cleaning products

make-up

dental care

utensils

body decoration

hair care

home improvement

tanning products

nail care

power tools

nail polish

toilet paper

automobile products

tissues

housewares

feminine hygiene

furniture

moisturizer

decor

shaving

Thomas

dairy, spices, oils, sauces & condiments milk cheese eggs yogurt oils vinegars ketchup paprika

11


RESEARCH 02


——

13


RESEARCH

PACKAGING SURVEY


——

15


RESEARCH

pros

cons

quality products

generic appeal

excellent variety

inefficient packaging

competitive pricing

non-informative

costco retail place

low perceived value

familiarity

inconsistent

notes People see Kirkland Signature as an inferior generic brand compared to other brand names. People don't trust Kirkland Signature when it comes to the products that are more of a personal nature. Kirkland Signature always tries to mimic their competitors - from graphics, packaging, to the details. Kirkland's vast variety of products make their current branding identity seem really unfocused.

INSIGHTS


——

what we see

breakdown

unflexible

Costco is at the forefront among

outdated typography

retail companies in the world

intimidating colors

when it comes to providing cus-

confusing mark

tomer satisfaction and employee

generic look

happiness rate. Kirkland Signature's current identity does not reflect any of those qualities.

LOGO ANALYSIS

17


RESEARCH

observation #1

observation #2

The Kirkland Signature packaging tries to

Everything in the store is stacked up on palettes,

mirror it's closest competitors, making it

meaning the packaging we design must either

look like a rip-off of the brands we all know

stack up on its own properly or fit inside of some

so well already.

box that is then stacked up on top of each other.

RETAIL DISPLAY


——

observation #3 The serving size of Costco items is HUGE! At normal stores you can buy a couple bottles of water in a package. Costco sizing means you need to buy 40 of them at once. Also, things are stacked from floor to ceiling in some places.

19


RESEARCH

What do you think of the packaging here? I like it plain, cause I know I'm not paying extra for fancy packaging. Specifically, how about a milk carton and its change? Never noticed the change, until they changed the carton shape to fit in our fridge. Do you come often? Rare trip, stock up, still too big for freezers and all, especially only for two people. Any other package observations? Foil/packaging sometimes rips.

scott & sanda, 31 occupation unknown

What do you think of the medicine bottles? Big bottles with small content, and all cotton balls. What do you think of the Kirkland Brand? Don't know if it is better or worse, just consistently know that it's good and cheap. Any specific Kirkland products you'd like to comment on? Don't like Kirkland toothpaste, cause it's Crest not Colgate (for some customers, it’s good to know who the brand name manufacturer is for an item). Would you try their specialty products? Don't know if want to try out special formula, too risky. If it’s not good, we have to drive miles and miles for a $5 return, which is not worth it. Sanda doesn't like the Kirkland toilet paper even though it's the best-selling product.

INTERVIEWS


——

Do you go to Costco alone? Almost always with my family. I don't have my own membership card. My mom does. What do you usually get at Costco? Mostly but not limited to food products. What food do you usually get? Bulk drinks, meat, frozen food, baked goods, etc. What are your thoughts when you hear “Kirkland Signature?” Their water bottles!

lina, 22 student

What do you think of their branding? Very plain. It doesn't communicate very much but it is practical. Not very specific. Is there something Costco is lacking product wise? They have everything I need. Biggest problems you face at Costco? Crowded. Sometimes it's difficult to see and interact with products high up on the shelves. Sometime's its disorganized. Do you prefer Kirkland Signature products? Not necessarily. I don't go out of my way to look for a Kirkland product, but it's usually cheaper so I might just get it. They don't really have a signature product in my opinion.

21


RESEARCH

How many times on average do you shop at Costco? Umm, about 10-16 times a year I’d say. How would you describe your experience of shopping at Costco? Parking is crowded. I can eat lunch though and then shop afterwards so that’s good. I have to take a cart with me always. It’s a good place to go to for paper goods or getting stuff for potlucks at church. They have good deals on rotisserie chickens and I can get a few snacks for myself also. I think the store can use more space in certain areas of the store, but usually the aisles are pretty big. Overall it is a positive experience. What are the main reasons for you to go shopping there? To save money.

edna, 59 semi-retired

Costco seems to be a family-minded store. Can you think of any reasons why a single person would shop there for themselves? To get certain items in bulk, and to save on furniture items. They have things other than bulk items, such as cameras, televisions, that kind of stuff. They also have kitchenware items. What do you feel about the packaging of the items you buy? In particular Kirkland Signature items? They feel substandard to other products out there. They could use a mark - like how Nike has that swoosh. Sometimes it’s not easy to identify the products.

INTERVIEWS


——

How are the bulky items you buy stored in your household? We have storage outside in a shed, so I keep a few items in the house and the majority tucked away in that shed. For the food stuff I keep some in the kitchen and the rest someplace else but still inside the house. Does the packaging of an item influence you to purchase it? Yes. I like packaging that explains the product. I like it when it is visually clear from far away what it is. For something with functionality, the packaging can show other uses outside of the norm. I find that pretty useful. What words do you associate with the Kirkland Signature brand? I think it’s a city, right? (after a pause) Sorry I’m having a hard time thinking of any words for it. What colors do you associate with the Kirkland Signature brand? Red and white, and black and white.

23


RESEARCH

Since I was going to be in charge of the food subcategory, I experimented with the foods that I wanted to see get repackaged in this project. Today’s menu: a crossaint with two slices of toast topped off with an almond butter spread, and a pizza. Not much of a well-rounded meal, I admit. The croissants have been opened a few days prior, and the packaging does not protect the product that well. As soon as the package of all those croissants are opened, they are continually exposed to air since the packaging is merely a plastic film over a flimsy paper tray. There are way too many croissants in that package for one person to eat in a few days before they go bad, but that was the minimum amount of croissants to buy. Kirkland Signature’s bread is packaged conventionally in two layers of plastic. The almond butter was less eventful than I thought it would be, basically just like peanut butter for the most part. It does get a little pricey though. The pizza came out really good, and it was not a lot of effort to make it. I can see myself buying these more often as I can save it for when I'm craving a giant Costco pizza.

EXPERIMENTS - FOOD EXPERIMENTATION


——

25


RESEARCH

For my experiment I was tasked with going out to the marketplace to find packaging that we could categorize as blank or transparent. I went to a store that in my mind I could see as having lots of packaging of that type - Bed, Bath & Beyond. So I took my camera and went looking for some packaging! I was correct in my assumptions, there were many packages that used a majority of white in it’s design. I think the connotation is that white is equivalent to cleanliness, and those are qualities people want for their bedrooms and bathrooms. Many of the packages also used a highlight color so as not to be totally white. I think there is an issue when going the white route for designing the packaging where you don’t want the package to look generic. If not done right, a package using mostly white for it’s design can look boring and basic. The packages that did it successfully used just a splash of color for certain elements on the design. The color where white was used the most was for hygenic products. I noticed frequently how toothpaste, hair cair, and beauty products would use that color in it’s packaging. Some of them also used clear packaging, but only when they had various products on the shelf of varying color. This would appear to be an honest attempt at showing the customer the color quality of the product as that color could either be applied to them or just the implied quality that the color would give them. By that I mean, red shampoo wouldn’t turn someone’s hair red but it may leave it smelling slightly of berries. I couldn’t quite find a product that was totally austere in it’s packaging design. It may be a tough sell as of yet, so the pressure is on us to make it really good if we decide to go in that route.

EXPERIMENTS - MINIMAL PACKAGING SURVEY


——

27


RESEARCH

As an experiment I went to a store to do some shopping for feminine products, an experience I was unfamiliar with since I am a guy. It was a little weird for me to do, but I walked away with some good observations from doing it. I also had my female friend accompany me so I could get her experience at the same time. Women base their buying decision on the feature and attractiveness of the feminine hygiene products. Spending time to choose a product in an aisle with a heavy-traffic can be embarassing. Women would love to keep their feminine hygiene products stored in visible places so that they remember to pick some up, but don’t want them visible to other people. The size and graphics of feminine pad can be daunting for women who need to excuse themselves in a restaurant, public places, etc. to go to a restroom —it’s hard to keep it discreet.

EXPERIMENTS - FEMININE PRODUCT SHOPPING


——

29


RESEARCH

Kirkland Kirkland

Kirkland Kirkland

K

Kirkland

Kirkland

Kirkland Kirkland

Kirkland Kirkland

Kirkland

Kir Kirkland

Kirkland Kirkland

EXPERIMENTS - BRAND FAMILIARITY SURVEY


——

Kirkland As part of our research we engaged

Kirkland

Kirkland

in some quick questionnaires with the customers who were shopping at Costco. We got people to pronounce the name of the in-house Costco brand as they normally would without trying to lead them to any spe-

Kirkland

nd

cific pronunciation. The results were astounding.

Kirkland

Of the 30 people that we talked to, only one person actually pronounced the brand “Kirkland Signature.” Everyone else simply called it “Kirkland.” With this research behind us we felt that the word signature serves noth-

Kirkland

ing but to dilute the brand image with a clichéd motif.

Kirkland Kirkland

Kirkland Signature

31


RESEARCH

male or female age 18-30 middle class social stylish efficient with their money tasteful independent

TARGET AUDIENCE


——

33


RESEARCH

Trader Joe's is an American grocery store retail

- Focus on value

chain, mainly located on the west coast of the

- Very friendly feel

states with a large concentration in the Southern

- Private-label brand

California area. They have a different vibe from

- Customer trust

many of the other large retail grocery chains such

- Brand quality

as Ralphs and Vons. Their stores are usually smaller and the atmosphere feels more friendly and laidback, with a hint of an islander aesthetic. This company is a good one to observe because they also have their own brand of private label foods on their shelves of their stores alongside the other food items that people are fond of. However their items don't feel cheap at all, and are of the same quality from the national chains. Their packaging is also fairly uniform with a sense of design style that matches the atmosphere of the store.

CASE STUDIES - TRADER JOE'S


35


RESEARCH

To say that Yellow Tail was unknown a little more than a decade ago is an understatement. The brand was nowhere found under the radars of wine conoisseurs. What they did though was ex-

- Focus on own strategy - Don't follow the competition

traordinary. Instead of being busy trying to match

- Limit their selection

their premium competitors like any other bud-

- Avoid stigmas

get wine brands, they did the exact opposite by

- Find own audience

tackling the most unexpected target market: the non-wine drinkers. Yellow Tail tried to lift up the stigma of wine drinkers as being snobs by reducing the pretentious aspects of wines like range, selections, naming conventions, and outrageous taste claims. Instead they offered only two selections - red and white - made them easy to drink even for non-wine drinkers, and priced them low in the pricing range. This brand strategy is indirectly applicable to Kirkland's rebranding by catering to the most challenging target market they can find, and wash away the hesitations from buying the in-house products by solving the issues young customers have. Stocking up on organic offerings, for example, won't change the fact that many Kirkland products can't be stored in cramped, urban living spaces.

CASE STUDIES - YELLOW TAIL


——

37


RESEARCH

Soylent was developed from a need for a simpler food source. Creator Robert Rhinehart and team developed Soylent after recognizing the disproportionate amount of time and money they spent

- Extreme minimal packaging - Allows for lower unit prices

creating nutritionally complete meals.

- Nutrition info on

Soylent is a food product (classified as a food, not

- Minimal look feels

bigger package a supplement, by the FDA) designed for use as a staple meal by all adults. Each serving of Soylent provides maximum nutrition with minimum effort. Basically its a drink, or powder, that you can consume in place of normal food and it will provide you with all the nutrition that you need for the day. The product is sold via a subscription model where you will recieve a big box of individual glasses of Soylent mailed to your address in regular intervals. The way to use the drink is up to the consumer - if they want it to replace their normal eating routine entirely or maybe just use it 2-3 times a week. One serving is about 500-600 calories. This company is good to look at because they use extremely minimal packaging to sell their product. The bottles are just white with minimal typography. They can do this because all of the necessary information is on the box that they ship in.

CASE STUDIES - SOYLENT

very clean


39


BRAND 03


———

KIRKL AND SIGNATURE MEANS QUALIT Y AND VALUE 41


BRAND

MIND MAP


———

43


BRAND

sensible

assuring

minimalist

K I R K L A N D S I G N AT U R E

calming

honest

established

MAIN CONCEPT KEYWORDS


———

assuring

sensible

minimalist

honest

calming

established

confident

intelligent

simple

genuine

white space

secure

caring

smart

clean

authentic

breathable

history

riveting

conscious

elegant

real

relaxed

traditional

warm

aware

white

trustworthy

chill

household

comfortable

wise

neutral

true

getaway

reputation

mindful

affordable

uncluttered

pure

breezy

esteemed

safe

conscientious

humble

right

refreshing

winner

obvious

sophisticated

integrity

cleansed

proud

spacious

regarded

purposeful chic

45


minimalist

honest

calming sensible


established

assuring

47


BRAND

Less is more. Especially in the loud, chaotic atmosphere of Costco. Our concept is inspired by simple geometric shapes and clean finishes and the antithesis of the loud conglomerate of Kirkland Signature’s current products. Removing the inconsistency and clutter of Kirkland Signature to be easier to navigate and recognize giving the end-user a breath of fresh air. Our concept is perfect for our younger target audience because they, as a savvier group of consumers, demand genuine quality. Our concept is like a blank, versatile canvas that can adjust to Kirkland’s vast, wide variety of products. The name of our concept is: BLANK IMPACT

MAIN CONCEPT PITCH


———

49


BRAND

LOGO DEVELOPMENT - THUMBNAILS


———

51


BRAND

LOGO DEVELOPMENT - THUMBNAILS


———

53


BRAND

LOGO DEVELOPMENT - THUMBNAILS


———

55


BRAND

LOGO DEVELOPMENT - PHASE 01


———

57


BRAND

LOGO DEVELOPMENT - PHASE 01


———

59


BRAND

LOGO DEVELOPMENT - PHASE 02


———

61


BRAND

LOGO DEVELOPMENT - PHASE 02


———

63


BRAND

notes The mark is a combination of the letter K and a checkmark. It's supposed to represent the items you check off your shopping list as you do your shopping. The rounded features make the mark welcoming and friendly. The ideal typeface to match our mark was Gotham Rounded. It mirrors the mark perfectly.

LOGO DEVELOPMENT - FINAL LOGO


———

typeface

G OT H A M R O U N D E D

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnop qrstuvwxyz 0123456789

10 point at different weights

The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog.

65


BRAND

LOGO DEVELOPMENT - ALTERNATE LOGO MARKUPS


———

67


BRAND

LOGO DEVELOPMENT - POSITIVE VS NEGATIVE SPACE


———

69


FO R M 04


————

71


FO R M

FORM DEVELOPMENT - EARLY STAGES


————

73


FO R M

FORM DEVELOPMENT - EARLY STAGES


————

75


FO R M

FORM DEVELOPMENT - EARLY STAGES


————

77


FO R M

FORM DEVELOPMENT - EARLY STAGES


————

79


FO R M

FORM DEVELOPMENT - EARLY STAGES


————

81


FO R M

FORM DEVELOPMENT - EARLY STAGES


————

83


FO R M

FORM DEVELOPMENT - MOCKUPS


————

85


FO R M

FORM DEVELOPMENT - MOCKUPS


————

87


FO R M

FORM DEVELOPMENT - CONSTRUCTION


89


FO R M

FORM DEVELOPMENT - CONSTRUCTION


————

91


FORM DEVELOPMENT - CONSTRUCTION


————

93


FORM DEVELOPMENT - CONSTRUCTION


————

95


————

97


FO R M

TAKE & BAKE PEPPERONI PIZZA

KIRKLAND

KIRKLAND

TAKE & BAKE PEPPERONI PIZZA

KIRKLAND

COOKING IN STRUCTIONS PREHEAT OVEN 400 DEG. F . REM OVE ALL PACKAGING, PLA CE PIZZA ON MIDDLE RA CK IN O VEN AND BAKE F OR 10 -15 MINUTES OR UNTIL CHEESE BUBBLES AND THE CRU ST IS GOLDEN BR OWN. CUT AND SE RVE.

COOKING IN STRUCTIONS PREHEAT OVEN 400 DEG. F . REMOVE ALL PACKAGING, PLA CE PIZZA ON MIDDLE RA CK IN O VEN AND BAKE F OR 10 -15 MINUTES OR UNTIL CHEESE BUBBLES AND THE CRU ST IS GOLDEN BR OWN. CUT AND SE RVE.

INGREDIEN TS ENRICHED WHEA T FLOUR (WHE AT FLOUR, MALTED BARLEY FLOUR, NIA CIN, REDUCED IRON, THIAMIN MONONITR ATE, RIBOFLAVIN, F OLIC ACID, ASCORBIC ACID), PASTEURIZED P ART SKIM MILK, W ATER, TOMATO PASTE, PORK AND BEE F, PASTEURIZED MILK, C ONTAINS 2% OR LESS OF THE FOLLOWING: YEA ST, OLIVE OIL, HONEY , SUGAR, S ALT, SOYBEAN OIL, CHEESE CULTURES, ENZYMES, SPICES, CITRIC ACID, GARLIC, C ORN SUGAR, LACTIC ACID STARTER CULTURE, OLEORESIN PAPRIKA, SODIUM NITRITE, VIRGIN OLIVE OIL.

INGREDIEN TS ENRICHED WHEA T FLOUR (WHE AT FLOUR, MALTED BARLEY FLOUR, NIA CIN, REDUCED IRON, THIAMIN MONONITR ATE, RIBOFLAVIN, F OLIC ACID, ASCORBIC ACID), PASTEURIZED P ART SKIM MILK, W ATER, TOMATO PASTE, PORK AND BEEF , PASTEURIZED MILK, C ONTAINS 2% OR LESS OF THE FOLLOWING: YEA ST, OLIVE OIL, HONEY , SUGAR, S ALT, SOYBEAN OIL, CHEESE CULTURES, ENZYMES, SPICES, CITRIC ACID, GARLIC, C ORN SUGAR, LACTIC ACID STARTER CULTURE, OLEORESIN PAPRIKA, SODIUM NITRITE, VIRGIN OLIVE OIL.

ALLERGEN INFORM ATION CONTAINS: WHE AT, MILK PRODUCED ON EQUIPMENT TH AT ALSO PROCESSES PEANU TS & TREE NU TS.

ALLERGEN INFORM ATION CONTAINS: WHE AT, MILK PRODUCED ON EQUIPMENT TH AT ALSO PROCESSES PEANU TS & TREE NU TS.

PACK DATE: 06/26/16

PACK DATE: 06/26/16

NET WT 45o z (2.81lb )

NET WT 45o z (2.81lb )

SELL BY:

CNT/QTY:

06/29/16

01

TOTAL PRICE:

SELL BY:

CNT/QTY:

$8.99

DISTRIBUTED BY: COSTCO WHOLESALE C ORP P.O. BOX 34535 0

98693

72201

9

COOKING IN STRUCTIONS PREHEAT OVEN 400 DEG. F . REM OVE ALL PACKAGING, PLA CE PIZZA ON MIDDLE RA CK IN O VEN AND BAKE F OR 10 -15 MINUTES OR UNTIL CHEESE BUBBLES AND THE CRU ST IS GOLDEN BR OWN. CUT AND SE RVE. INGREDIEN TS ENRICHED WHEA T FLOUR (WHE AT FLOUR, MALTED BARLEY FLOUR, NIA CIN, REDUCED IRON, THIAMIN MONONITR ATE, RIBOFL AVIN, FOLIC ACID, ASCORBIC ACID), PASTEURIZED PART SKIM MILK, W ATER, TOMATO PASTE, PORK AND BEEF , PASTEURIZED MILK, CONTAINS 2% OR LESS OF THE FOLLOWING: YEA ST, OLIVE OIL, HONEY , SUGAR, S ALT, SOYBEAN OIL, CHEESE CULTURES, ENZYMES, SPICES, CITRIC ACID, GARLIC, CORN SUGAR, LACTIC ACID STARTER CULTURE, OLEORESIN P APRIKA, SODIUM NITRITE, VIRGIN OLIVE OIL. ALLERGEN INFORM ATION CONTAINS: WHE AT, MILK PRODUCED ON EQUIPMENT THA T ALSO PROCESSES PEANU TS & TREE NUT S.

PACK DATE: 06/26/16 NET WT 45 oz (2.81lb )

06/29/16

01

TAKE & BAKE PEPPERONI PIZZA

TOTAL PRICE:

$8.99

06/29/16

DISTRIBUTED B Y: COSTCO WHOLESALE C ORP P.O. BOX 34535 0

98693

72201

TOTAL PRICE:

$8.99

DISTRIBUTED B Y: COSTCO WHOLESALE C ORP P.O. BOX 34535

9 0

GRAPHIC APPLICATION - ROUGHS

SELL BY:

CNT/QTY:

01

98693

72201

9


————

TAKE & BAKE PEPPERONI PIZZA

KIRKLAND CNT/QTY:

01

09

8 693

INGREDIEN TS ENRICHED WHEA T FLOUR (WHE AT FLOUR, MALTED BARLEY F LOUR, NI ACIN, REDUCED IRON, THIAMIN MONONITR ATE, RIBOFLA VIN, FOLIC ACID, ASCORBIC ACID), PASTEURIZED P ART SKIM MILK, W ATER, TOMATO PASTE, PORK AND BEEF , PASTEURIZED MILK, C ONTAINS 2% OR LESS OF THE FOLLOWING: YEA ST, OLIVE OIL, HONEY , SUGAR, SALT, SOYBEAN OIL, CHEESE CU LTURES, ENZYMES, SPICES, CITRIC ACID, GARLIC, C ORN SUGAR, L ACTIC ACID STARTER CULTURE, OLEORESIN PAPRIKA, SODIUM NITRITE, VIRGIN OLIVE OIL.

7220 19

SELL BY:

06/29/16

COOKING IN STRUCTIONS PREHEAT OVEN 400 DEG. F . REMOVE ALL PACKAGING, PLA CE PIZZA ON MIDDLE RA CK IN O VEN AND BAKE F OR 10 -15 MINUTES OR UNTIL CHEESE BUBBLES AND THE CRUS T IS GOLDEN BR OWN. CUT AND SE RVE.

TOTAL PRICE:

$8.99

ALLERGEN INFORM ATION CONTAINS: WHEA T, MILK. PRODUCED ON EQUIPMENT TH AT ALSO PROCESSES PEANU TS & TREE NU TS.

PACK DATE: 06/26/16

NET WT 45o z (2.81l b)

DISTRIBUTED BY: COSTCO WHOLESALE C ORP P.O. BOX 34535

TAKE & BAKE PEPPERONI PIZZA

TAKE & BAKE PEPPERONI PIZZA KIRKLAND INGREDIEN TS ENRICHED WHEA T FLOUR (WHE AT FLOUR, MALTED BARLEY F LOUR, NIACIN, REDUCED IRON, THIAMIN MONONITRA TE, RIBOFLA VIN, F OLIC ACID, ASCORBIC ACID), PASTEURIZED PART SKIM MILK, WATER, TOMATO PASTE, PORK AND BEEF , PASTEURIZED MILK, CONTAINS 2% OR LESS OF THE FOLLOWING: YEA ST, OLIVE OIL, HONEY , SUGAR, S ALT, SOYBEAN OIL, CHEESE CU LTURES, ENZYMES, SPICES, CITRIC ACID, GARLIC, C ORN SUGAR, L ACTIC ACID STARTER CULTURE, OLEORESIN PAPRIKA, SODIUM NITRITE, VIRGIN OLIVE OIL.

0

ALLERGEN INFORM ATION CONTAINS: WHEA T, MILK PRODUCED ON EQUIPMENT THA T ALSO PROCESSES PEANU TS & TREE NUTS.

INGREDIENTS ENRICHED WHEAT FLOUR (WHE AT FLOUR, MALTED BARLEY FLOUR, NIACIN, REDUCED IRON , THIAMIN MONONITR ATE, RIBOFL AVIN, FOLIC ACID, ASCORBIC ACID), PASTEURIZED PART SKIM MILK , WATER, TOMATO PASTE, PORK AND BEE F, PASTEURIZED MILK , CONTAINS 2% OR LESS OF THE FOL LOWING: YEAST, OLIVE OI L, HONEY, SUGAR, SALT, SOYBEAN OI L, CHEESE CUL TURES , ENZYMES , SPICES , CITRIC ACID, GARLIC , CORN SU GAR, LACTIC ACID STARTER CULTURE, OLEORESIN P APRIKA , SODIUM NITRITE , VIRGIN OLIVE OI L. ALLERGEN INFORM ATION CONTAINS: WHEAT, MILK PRODUCED ON EQUIPMEN T THAT ALSO PROCESSES PEANUTS & TREE NUTS .

98693

PACK DATE: 06/26/16

CNT/QT Y:

SELL BY:

TOTAL PRICE:

01

06/29/16

$8.99

NET WT 45 oz (2.81lb ) PACK DATE: 06/26/16

72201

CNT/QTY:

01

SELL BY:

06/29/16

TOTAL PRICE:

$8.99

9

DISTRIBUTED BY: COSTCO WHOLESALE CORP, P.O. BOX 34535

NET WT 45oz (2.81lb)

09

8693

7220 19

DISTRIBUTED BY: COSTCO WHOLESALE CORP P.O. BOX 34535

99


FO R M

GRAPHIC APPLICATION - ROUGHS


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101


FO R M

GRAPHIC APPLICATION - ROUGHS


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Kirkland Signature Moisture Shampoo and Conditioner are formulated to replenish and maintain moisture. This ultra luxurious, professional salon-quality, sulfate-free formula contains gentle cleansers and moisturizers and is safe for color treated hair. The exclusive moisture nutrient complex is enriched with pure natural extracts to provide hydration, nourishment, and to help improve the overall performance, manageability, and vibrancy of hair.

Water, Sodium Cocoyl Isethionate, Cocamidopropyl Hydroxysultaine, Sodium Lauroyl Methyl Isethionate, Disodium Cocoyl Glutamate, Sodium Lauryl Sulfoacetate, Decyl Glucoside, Ammonium Cocoyl Isethionate, Divinyldimethicone/Dimethicone Copolymer, Disodium Laureth Sulfosuccinate, Barbarum Fruit Extract, Aloe Barbadensis Leaf Extract, Camellia Sinensis Leaf Extract, Cucumis Sativus (Cucumber) Fruit Extract, Persea Gratissima (Avocado) Fruit Extract, Punica Granatum Extract, Melanin, Vitis Vinifera (Grape) Seed Extract, Glycol Distearate, Glycerin, Fragrance, Quaternium-91, Sodium Cocoyl Glutamate, PEG-120 Methyl Glucose Dioleate, Amodimethicone, Panthenol, Polyquaternium-10, PPG-3 Benzyl Ether Myristate, Chlorphenesin, Methyl Gluceth-20, Guar Hydroxypropyltrimonium Chloride, C11-15 Pareth-7, Laureth-9, Phospholipids, Hydrolyzed Vegetable Protein PG-Propyl Silanetriol, C12-13 Pareth-23, C12-13 Pareth-3, Trisodium Ethylenediamine Disuccinate, Trideceth-12, Superoxide Dismutase, Sodium Ascorbyl Phosphate, Tocopheryl Acetate, Methylchloroisothiazolinone, Methylisothiazolinone

103


FO R M

TO USE: Peel off wrapper

Place at the base of undergarment

Fast Absorption Helps stop leaks

Dispose of trash properly

Designed for ultimate comfort

Yoga Fit

Wonder Wing

It’ll move with you Do not flush down the toilet

ITEM 519925

Distrtibuted by: Costco Wholesale Corp. P.O. Box 34535 Seattle, WA 98124-1535 USA 1-800-774-2678 www.costco.com MANUFACTURED IN THE USA

GRAPHIC APPLICATION - ROUGHS

THIN


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CHARCOAL TOOTHBRUSH

Replace every 3 months.

PERSONAL CARE

Not intended for children 3 years and under. New

Replace brush

Feel the revitalizing tooth brushing experience with Japanese-made charcoal toothbrush. Made from burnt oak branches, these firm-yet-gentle charcoal-coated nylon bristles deodorize the mouth and prevent bad breath-inducing bacteria from growing while removing plaque from teeth.

ITEM 519925

Distrtibuted by: Costco Wholesale Corp. P.O. Box 34535

Refresh and revitalize your mouth

Seattle, WA 98124-1535 USA 1-800-774-2678 www.costco.com MANUFACTURED IN THE USA

105


FO R M

GRAPHIC APPLICATION - ROUGHS


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111


CO N C LU S I O N 05


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113


CO N C LU S I O N

pros

cons

Good research and thoughtfulness behind

We need to stay consistent with our colors.

our rebrand. Each of our packages fits

Also our whites need to be really clean and

under our brand umbrella.

our clear material needs to be really clear to fit our brand identity.

MIDTERM PRESENTATION


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115


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CO N C LU S I O N

FINAL PHOTOS


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131


CO N C LU S I O N

FINAL GROUP SHOT


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133


T H A N K YO U

135


Profile for Thomas Wibowo

Costco's Kirkland Packaging-Rebranding  

A rebranding project for Costco's Kirkland Signature product line that focuses on the packaging aspect and identity. This project was done...

Costco's Kirkland Packaging-Rebranding  

A rebranding project for Costco's Kirkland Signature product line that focuses on the packaging aspect and identity. This project was done...

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