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TINA TSUNG packaging two su15 instructed by ania borysiewicz & andrew gibbs


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Copyrights Tina Tsung 949.554.4388 htsung@inside.artcenter.edu Packaging two instructed by Ania Borysiewicz and Andrew Gibbs Information resources: Auto Zone, Wiki, Pepboys, dictionary Images: Google, Flickr, Corbis Din Medium 10pt, Crete Round 14pt Mohawk color copy neon white, smooth 100 text ACCD Copy Center, Pasadena CA


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retail environment current packaging current brand competition experiment case studies interviews audience

DEVELOPMENT

company

BRAND

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RESEARCH

INTRODUCTION

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un-mind map key brand attributes concept statement logo development final logo


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packaging development mock-ups graphic application

PRESENTATION

DEVELOPMENT

FORM

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semi final final solution


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INTRODUCTION


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company

“Relentlessly creating the most exciting Zone for vehicle solutions! ” AutoZone’s Vision

Based in Memphis, Tennessee, AutoZone is the second-largest retailer of after-market automotive parts and accessories in the United States. AutoZone was known as Auto Shack, and the first shop was founded in Forrest City, Arkansas on July 4, 1979. By 1986, expansion had made the company grow into a large store chain across the South and the Midwest. Nowadays, AutoZone has over 5,200 retail outlets throughout the United States, Puerto Rico, Mexico and Brazil.


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“ What it takes to do the job right.” AutoZone is the first auto parts retailer to create a quality control program for its parts since 1984. In 1986, AutoZone promoted the Loan-A-Tool program which allows customers to borrow specific tools for jobs. The considering and great consumer service let AutoZone to win people’s heart. The company is also the pioneer to register customer warranties in a computer database in 1991.

Value Statements Integrity Respect Teamwork Communication Innovation Initiative Accountability Thriftiness Leadership Excellence


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Expansion 2003 was a year of important negotiations for AutoZone, as the company partnered with other important auto parts industry companies, such as CarMax and Midas. In December, 2012, AutoZone purchased AutoAnything.com, an e-commerce leader in after-market automotive parts.


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RESEARCH


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retail environment

AutoZone faces the challenge that they provide a wide range of automotive parts and accessories in a limited retail space, and the packaging of the automotive products is really busy in general, the first read on the shelf is no longer the products but the promotion and price tags. Although the company controls all the promotion, it is hard to make any item actually stands out in the market, and the only way is ordering a lower price point, which should not be a long term business strategy for a company.


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current packaging

AutoZone has great service and their products are high quality, yet the packaging of these products doesn’t match this image. The current packaging of AutoZone is inconsistently, and the using of the bright orange isn’t the best color choice for the brand. There isn’t much more off putting than great products incased in packaging that doesn’t relay the same quality of craftsmanship.


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Not enough contrast between orange and red

The font choice has a contradiction between the professional feel.

Italic type creates a speed feeling in the logo, yet the black outline frames the overall logo and slow down this attempt.


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logo analysis

The colors of AutoZone’s current logo are red, orange, white, and black, which are the main color options of most of the after-market automotive parts and accessories brands. However, it doesn’t have enough contrast between orange and red, and creates a sense of ambiguous, which doesn’t fit the brand attributes. Furthermore, the using of italic type is an attempt to create a speed feeling in the logo, yet the black outline frames the overall logo and slow down this attempt. The font choice of AutoZone’s logo is also has a contradiction between the friendly/helpful image and innovative/professional feel.

To sum up, after combined all the special treatment on this logo together, all the spirits of this brand have been tuned down and become a middle course style.


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current brand

Originally a division of Memphis-based wholesale grocer Malone & Hyde, the company was known as Auto Shack. In 1988, Auto Shack officially changed its name to AutoZone to reflect the new focus and to settle a lawsuit brought by Tandy Corporation for infringing on Tandy's "Radio Shack" trademark.


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sub brands

Valucraft, Duralast, Duralast Gold, and Duralast Max are AutoZone’s private label brands for lead-acid automotive batteries and various other parts and accessories as well. Valurcraft provides basic automotive parts in a more affordable price. The “v” mimics the check symbol, which creates a positive image. Duralast has a strong muscular yet humorous brand image, and the vivid color choice is more close the audiences’ taste in Mexico and Brazil.


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competition

To understand the competition is one of the good way to know the market more, and it is really helpful to identify the brand itself.


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competition: advance auto parts Founded Headquarters Number of Locations

1932 Roanoke, Virginia, USA 4000+

Symbolic Colors Brand Slogan

Key Information

"We're Ready in Advance" Largest retailer of after-market automotive parts in the US


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competition: pep boys Founded Headquarters Number of Locations

1921 Philadelphia, Pennsylvania, USA 800+

Symbolic Colors Brand Slogan

“Cars like us. People love us.”


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competition: o’ reilly auto parts Founded Headquarters Number of Locations

1957 Springfield, Missouri, USA 4500+

Symbolic Colors Brand Slogan

Key Information

“Together Everyone Achieves More”

Third-largest retailer of after-market automotive parts in the US


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Experiment Time

I am not a car person, and I never maintain any car before, so I decided to take a “simple” task for the topic experiment, which is replace the windshield wiper blades for my house-mate’s car, but this job wasn’t that easy than I expected...


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HERE’S THE NEW WINDSHIELD WIPER BLADE I JUST GOT!

OH, NO! IT’S RAINING! I SHOULD CHANGE WINDSHIELD WIPER BLADES YESTERDAY...

WOW... FANCY PACKAGING...

ON THE WAY TO PEP BOYS...

I DIDN’T KNOW THAT THERE ARE DIFFERENT LENGTH OF WINDSHIELD WIPER BLADES BEFORE!

LET’S SEE...

LET ME CHECK OUT THE BROCHURE...

JUST GET IT OUT...

WAIT... IT’S STOCKED...

HEY! COME ON!

FINALLY...

FIRST STEP IS EASY! LIFT THE WIPER!

CHECK OUT TIME... OKAY... JUST SET IT ON... EMMM...???? AND THE OTHER ONE... EASY!

FIVE MINUTES LATER...

IN THE END, I STILL COULDN’T FIGURE IT OUT, AND THE GUY WORKS IN PEP BOYS CAME HELP ME OUT. OH, HE SET UP BOTH OF THE WINDSHIELD WIPER BLADES IN SECONDS...


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case study: ikea

IKEA is a great example that the route in their retail spaces is clear and easy to understand by customers in all the age groups. Their installation manual which allow the users put their products together easily, help IKEA establish the DIY image successfully.


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case study: uniqlo

Uniqlo provides clothing in all kinds of options for consumers, in colors, patterns, or sizes. The most important part is that all their products are high quality, yet in affordable price, and that’s the reason why Uniqlo became one of the biggest international apparel brand nowadays.


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case study: method

The clear packaging of Method’s products is not only creating an uplifting image, but also providing a great way to indicate different scenes and product lines by different colors and forms. Buyers can choose the right product which they would like to purchase in seconds, and get a positive influence by it’s vivid and clear packaging.


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“It’s my first time to visit to AutoZone.” “ It’s my first time to visit to AutoZone.”


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Pretend you are in the AutoZone you went to, what’s the first read for you on the shelf? K.K.: Besides the colors? Yes, so the first thing you saw is color, and then what? K.K.: Probably typeface. I feel like some of the bottles have a lot of words on them. Some big words might be the name of it, and under it is the details like what the product for. So for the largest type, what do you think it would be?

interview

K.K.: I feel like it should be the product’s name. You go to the store to look for a specific product, but yea you will also go there to look for a specific brand. It’s hard to say. I feel like I will go for the product’s name, regardless the brands.

Kelsea Krsteski

Is there anything else you would like to share?

Age: 21 Gender: Female Occupation: student

K.K.: I thought AutoZone is the place you can bring your car there and get repaired, like jiffy lube, but actually it’s like a convenient store where for products.


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“ I like to wash my car by hands .”


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So you have been to AutoZone for about 4-5 times… J.D.: The thing is the one (AutoZone) on Lake (avenue) is really small, I can’t remember too much about it. It’s not like a huge auto shop. Do you remember the interior of the AutoZone on Lake? J.D.: Yea, so you go in and the left side has car washing stuffs, and they had light, wiper blades and oil in the back, and then on the right, they are section for car parts. There were two different register for car parts, and general checkout. Oh, yea, I went there for car washing materials. That’s the one thing I will keep going back for.

interview Jeremy D’Ambrosio Age: 25 Gender: Male Occupation: student

I like to wash my car by hands and they have good options for me. They have every things I need to wash my car. As far as car washing, I’m not super mind the products I use for. As long as the product does the job. I care the products I use, but I don’t need to get the specialty products (for car washing). I don’t have a lot of experiences about car washing anyway, so I will just get whatever does the job. How often do you wash your car? J.D.: No often. Maybe once a month. That’s like the less amount. Sometimes I even get once for two or three months.


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“ The only reason I will go to an auto parts store just because I can get it quicker.�


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So don’t you like to just go and ask the guys work there (AutoZone)? J.S.: The thing is if I just go on a forum online, gather people who have some kinds of cars like mine, they have more experiences about the car than I do. Some guys there even deal with more than one cars by themselves. I trust the online community more. Do you prefer to buy auto parts/ accessories online? J.S.: The only reason I will go to an auto parts store just because I can get it quicker. If I can get it shipped to my house in one or two days, I will shop online.

interview Julian Smith-Sakamoto Age: 22 Gender: Male Occupation: student

Me: Why do you prefer to shop online? J.S.: I think I know what I want to get already, so I don’t need anyone’s assistance. I don’t think I need it when I go to an auto parts store. Online just feels there are more options for me. The ability to shop around. I like to have all the options. I like the ability to compare products. I think even it will cost a little bit more to ship it to my house, but it comes quick, I might be okay with it. Not like $50, but $5 or $10, I would like it shipped to my house.


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audience

With long business hour from 7:30 AM to 11 PM, and more than 5,000 retail stores in the United States, Mexico and Brazil, Auto Zone is perfect for people who are busy in their daily life, and has no time to either take their cars to auto shops, or spend hours figuring out how the auto products work, and people who trip to places with our cars often.


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audience

I am 25-35 years old. I have a solid life and busy schedule, and I would like to make a good living so on weekends is my time to indulge. My vehicles take care of me, and in return I take care of them, but not send it to auto shop. I am always looking for brands that I trust, and an effective purchase experience.


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BRAND DEVELOPMENT


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un-mind map

A mind map is a tool to define a concept by words, ideas, tasks, or other items linked to and arranged around a central key word or idea. Mind maps are used to generate, visualize, structure, and classify ideas, and as an aid to studying and organizing information, solving problems, making decisions, and writing.


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key brand attributes

A mind map is a tool to define a concept by words, ideas, tasks, or other items linked to and arranged around a central key word or idea. Mind maps are used to generate, visualize, structure, and classify ideas, and as an aid to studying and organizing information, solving problems, making decisions, and writing.


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All-inclusive


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Efficient


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Credible


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Clear


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Uplifting


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Present


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CONCEPT STATEMENT


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The AutoZone redesign brings the sense of efficient, all-inclusive, and present image to the automotive parts industry, and creates a credible and clear zone wherever, and whenever you need any assistance in car repairing. After the redesign, AutoZone is not only the second large retailer of after-market automotive parts and accessories in the United States, but also provides an uplifting purchase experience for you.


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logo development PHASE 1 150+ sketches for ideation


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logo development PHASE 2 Digitalized the logos, and clear up the sketches.


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logo development PHASE 3 Try script font logo design to create a contrast between the form and logo design.


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logo development PHASE 4 Simplified the design to make it clear and modern to match the packaging design.


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final logo

Foco Regular

Before modification

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz autozone

After modification

Color choice

C M

Y K

0 53 100 0

C M

Y K

37 31 35 0

C M

Y K

63 51 60 29


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The logo design is spirited this typeface – Foco Regular, the “t” has a curvy top. I modified the typeface by increasing the spacing and thicken the strokes, and I rounded the bottom stroke of the “z” to make the whole logotype more unified.


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deve


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Form

elopment

FORM DEVELOPMENT


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windshield washer de-icer concentrate redesign

The current packaging is bottle with measure on the side, which isn’t effective to use. What if there is more effective way to pack this product...


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mock-up time PHASE 1

Make the ideas come out from the paper to test if the concepts work or not. Small packs (ex. 1oz per pack) will allow users to mix the washer liquid quickly and more accurately.


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mock-up time PHASE 2

Refine the concept. What if the container of the small packs is also the measure cup for dilute the de-icer concentrate?


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showing the excitement PHASE 3

Move the small packs out of the container to attract the consumers more. Change the color of washer to be orange, which fits in the brand image.


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final design PHASE 4

Create a package that can showcase the product more and also has enough space to put the information of the item.


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graphic application

Graphic application is not only indicate the information of the products, but also a key factor of the brand image.


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Windshield Washer De-Icer Concentrate 3 packs / 1 oz per pack

windshield washer de-icer concentrate

3 packs (in the 9 packs packaging)


Directions:

Non-regulated areas: Winter use: concentrate: water = 1:2 Summer use: concentrate: water = 1:12 (1) California (25%, 1:4) Type A areas include only Del Norte, Shasta and Trinity counties; The Great Basin Valley, Lake Tahoe, Mountain Counties, and the Northeast Plateau Air Basin, as defined in title 17 of the California code regulations.

Regulated areas:

KEEP OUT OF REACH OF CHILDREN Contains: Methyl Alcohol (CAS #67-56-1). Flammable mixture. Do not use near fire. Use only in well ventilated area. Keep away from heat and open flame. Avoid contact with eyes.

(2) California (1%, 1:100) All other areas expect California type A (3) Texas (23.5%, 1:4.3) Highest concentration of windshield wash VOC concentrations in Texas. (4) Atlanta, GA and Phoenix, AZ (8%, 1:12.5): Highest windshield wash VOC concentrations.

First aid:

Swallowed: Drink one or two glasses of water. Call physician, hospital emergency room, or poison control center immediately for instructions to induce vomiting with finger or back of spoon. Eyes: Flush eyes with water for 15 minutes. Get prompt medical attention.

9 packs

9 packs / 1 oz per pack

Danger: Poison. Cannot be made nonpoisonous.

Windshield Washer De-Icer Concentrate

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Made in USA

autozone.com


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CLEANING WIPES All purpose cleaner for seats, carpets & upholstery.

40 wipes

7 inches x 8 inches

cleaning wipes

What will “Cleaning Wipes� clean? Seat, carpets, and upholstery Dirt, Grime, mud, food and drink stains. Other interior surfaces Suitable for use on vinyl and plastic surfaces as well. Directions: Always shut the lid after use and store at room temperature. always test on a hidden spot. Avoid prolonged contact with skin.

First aid: Swallowed: Rinse mouth with water. Eye: Wash with running water. For discomfort seek medical advice. Skin: Wash with water and soap. Inhaled: Fresh air. Rest, keep warm. Ingredients: Glycerin, Benzoic acid.

KEEP OUT OF REACH OF CHILDREN AND PETS.

Caution: Not for personal hygiene use. Avoid contact with eyes. Do not use on vehicle controls or other surfaces where slipperiness may be hazardous.

Made and printed in USA

autozone.com


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POLISHING COMPOUND

polishing compound

Light to medium cleaner

HOW TO USE STEP 1

STEP 2

STEP 3

Wash & dry car. Apply on a cool clean surface, not in direct sunlight.

Apply compound onto a damp applicator or cotton towel over a small area, rub into surface using a back and forth motion.

Remove excess cleaner before it dries. Buff lightly with a clean, dry cloth.

Made in USA

autozone.com

Restores lightly oxidized, faded finishes to a like– new appearance.

Non-scratching ingredients are safe for all car finishes, painted metal, chrome and porcelain.


Directions: Spray it upward, toward center area, away from drapes, walls, plastic, vinyl, painted surfaces. Caution: May cause eye irritation. Keep away from heat or flames. Avoid contact with eyes. In case of contact with eyes, flush thoroughly with water.

Black velvet Net Wt. 2.5 oz (70g)

KEEP OUT OF REACH OF CHILDREN AND PETS. Ingredients: SDA 39C, Deionized Water, Fragrance, FD & C Blue #1, FD & C Yellow #5, FD & C Red #33 Made in USA

air freshner

autozone.com

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Uses and features:

Comfortable foam center and terry cloth surface promote even application of waxes, polishes and protectants.

Wash instructions:

Machine washing is mot recommended. Hand wash in warm soapy water, rinse thoroughly with clean water and allow to air dry.

Care instructions:

Clean after each use to release trapped dirt and particles that can cause swirl marks or scratch. Hemmed edges may scratch delicate surfaces.

Material:

Covering: 100% cotton Sponge: 100% polyurethane Made in USA

5 applicator pads 5 inches diameter (12.7cm)

applicator pads

.com


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Semi-final Formal presentation


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crit & feedbacks


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What are working...

What needs to be work on more...

Packaging

Packaging

Ania Borysiewicz: The orange detail on the bottom of the cleaning wipes bottle works well. Love the packaging of windshield washer de-icer concentrate! The way to show the inside and the overall structure: Showing the images in the process book.

The packaging of the applicator pads hasn’t resolved yet.

Daniel Hoy (Instructor of Packaging 1 ): There is a great opportunity to combine the single packed de-icer concentrate with dissolvable packaging.(ex. laundry detergent pads) Study more about the material.

Ania Borysiewicz: Form - the circle pads and rectangular container are still competing each other. Andrew Gibbs: Graphic application - the white “5” isn’t popping well. Try change the color of the typeface or different colored pads (gray or orange)

Poster Poster Ania Borysiewicz: The typeface works and the introduction of the diagonal line also reflected the packaging.

Ania Borysiewicz: The image of the poster doesn’t work that sunset on the back is too distracting. It might be a good picture of demographic page though. The typography gets better but still need more refinement.


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final solution

The strategic branding and packaging solution finalized. The suite of packaging share similarities in form language, yet still maintain individualism from one another creating strong brand awareness.


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thank you TINA TSUNG SUMMER 2015

AutoZone Rebrand _ process book_Tina Tsung  
AutoZone Rebrand _ process book_Tina Tsung  
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