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TABLE OF CONTENTS 4 INTRODUCTION

Mission Statement Biomimicry Case Studies Creative Brief

16 LOGO DEVELOPMENT

Sketches Digital Development Final Logo

24 GRAPHIC STANDARD

Logo Specifications Logo Usage Color Palette & Typography Final Business Plan Website & App Merchandising & Advertising

42 PACKAGING DEVELOPMENT

Inital Sketches Label Sketches & Refinement Final Packaging

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INTRODUCTION

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MISSION STATEMENT

ProTera is a sustainable protein snack company made with a termite flour. The snack is a cake bite about a half inch in diameter so they are fairly small. The shape of them repilcates a mountain to match in the negative space of the logo. ProTera is aimed at anyone that likes to hike, camp, be outdoors, or anyone that needs to get a fast, easy and delicious protein source. The age group of people that will buy these snacks is 35-55 years old. It is aimed at this demographic because it will be more expensive than your average snack so it needs to be people that are established and can afford it. There are three flavors: peanut butter, red velvet and chocolate chip. These flavors also replicate the colors in the logo. proTera chose to use these colors to attract a mature audience but also have a variety of flavors for their customers.

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BIOMIMICRY CASE STUDIES Termite Wood

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TERMITE

Macrotermes Carbonarius

Background Termites are wood-eating insects that have proven to successfully colonize most landmasses except Antartica. They are known for their ability to build intricate colonies, ranging in size from a few hundred individuals to several milliion. In fact, Termite queens have the longest lifespan of any insect in the world, with some queens reportedly living up to 30 to 50 years allowing them to create massive colonies throughout their lifespan. Termites go through an incomplete metamorphosis that proceeds through egg, nymph, and adult stages. They are known as super organisms becasue the Termites form part of as elf-regulating entity: the colony itself.

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Application

Special Properties

References Doan, Abigail. “BIOMIMETIC ARCHITECTURE: Green Building in Zimbabwe Modeled After Termite Mounds.” Inhabitat Green Design Innovation Architecture Green Building, 29 Nov. 2012. Web. “Termite Characteristics: Description & Behavior of Termites.” Orkin.com. Web. “Termite.” Wikipedia, Wikimedia Foundation, 7 Oct. 2018, Web.


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WOOD

Background

Application

Special Properties

Wood can be used for many things ranging from a cooking utensil to decorating the inside of a luxury home. It is a very useful and effective building material and comes in many colors, stains, and classes such as hard and softwood. The natural pattern that occurs in wood are good examples of organized yet beautiful network systems. These network patterns could be interpreted and studied to create subways, metros, and bus systems to advance public transportation.

References “Wood Types.” Descriptions of Wood Types | Wood Species Offered by Osborne, www.osbornewood.com/woodtypes.aspx. Web. “Wood.” Wikipedia, Wikimedia Foundation, 22 Sept. 2018, en.wikipedia.org/wiki/Wood. Web.

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CREATIVE BRIEF Needs

Project Objective

Project Strategy At completion, the packaging will be made of recycled paper with laser cut rules along three of the pyramids sides. On the inside of the pyramid, the sides with rules will have recycled plastic covering it so that the cake bites don’t get stale or moldy faster than normal. The pyramid will unfold to reveal a pyramid of chocolate, red velvet or peanut butter cake bites stacked on topo of each other to resemble a mountain. The pyramid will then reseal at the top with a rope that also serves as a handle to care it the product.

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Background Another brand that is similar to ours in product is called “On”. “On” packages their cake bites as bars so it it a little decieving because the consumer connects “bites” with something bite sized, not a bar. Their packaging is a simple wrapper with their logo and the nurtrition facts on it , kind of like a candy bar. Our team believes the packaging should embody the ingredients so that it feels more organic and intimate. The packaging for the cake bites that “On” makes is used only one time and then thrown away so our team wanted to provide an alternative that helps repurpose trash instead of contribute to it.

Message Our team wants our customers to walk away with the idea that sometimes trying new things can open the door to possibilities of solving global issues like climate change by even just putting a little more thought into the products we buy and all the resources it takes to get into their hands. Buying items that can be repurposed or have acknowledged the necessity of sustainable materials can make a huge impact on global warming.

Audience

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LOGO DEVELOPMENT

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SKETCHES

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My intial sketches started off with using a tree in the illustration of the logo. Using a tree became harder to distinguish in the logo because the T would actually look like a tree so it would often go unrecognized. I liked the idea of incorporating natural imagery in the logo so the product felt less tampered with than most of the well known snacks in stores . As my sketches progress, I start to incorporate the different elements of the Termite but also leave the audience somewhat curious and ambiguous. I use the Termite pinchers as one of my labels most distinguishing help. The pincher pattern is repeated various times throughout tis process manual.

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DIGITAL DEVELOPMENT proTera

proTera

proTera

proTera

PROTERA

proTera

pro era PROTERA

These first few variations of my logo design experiment with various patterns from the case studies. I started to play with color and different typography.

I began to experiment with simpler shapes in the seventh variation, focusing on form rather than color and type.

As I begin to play with the form of the Termite, and the pincher pattern, I also start to use the negative space to look like a mountain or “terrain,� as in the name.

The final iterations of the logo begin to simplify the structure of the bug, playing with the rules that mimic a Termites torso. I begin to experiment with color and end up creating a gradient with the colors pulled from a Termite.

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FINAL LOGO

The final logo has a graident that includes five colors of the Termite. The three rules at the bottom symbolize the flavors of the cake bites: Peanut Butter, Red Velvet, and Chocolate Chip. The pinchers rest along the top of the logo and create a mountain in the negative space.

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GRAPHIC STANDARD

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LOGO SPECIFICATIONS

3.9”

1.6” 1”

5.6”

The logo specifications consists of size constraints and the ratio of text to illustration. The typography may be used separate from the illustration but only when using white or a the gradient on the merchandise. This final logo design have warm earth tones that appeal to many different demographics, but specifically to people that like to spend their time outdoors.

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LOGO USAGE Acceptable

The logo can be taken apart from the illustration to use it in the business card. However, the size of the font and illustration may not change in size. There are 6 colors established for the color palette and may not change. The color in the logos claws take five colors into a linear gradient.

Unacceptable

The unacceptable uses for the logo include stretching or resizing the text and illustration not to the original scale. The gradient should not be used as a line color because it doesnt allow for optimal readability. The logo cannot be used very small because the illustration of it looks too crowded. Resizing the pinchers is also an unacceptable use because they are sized perfectly to look like a mountain in the negative space.

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COLOR PALETTE & TYPOGRAPHY

2c1b00

ac6610

812a0c

Josefin Sans Regular Logo) Avenir Next (Body)

5e2408

dec29f

ae6018

The color palette consists of six warm earth tones that forms a gradient on the pinchers. The three rules beneath the logo stand for the various flavors of the cake bite. I wanted to use warm colors to give the consumer an organic feeling when picking the product up.

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Finding a font to compliment my illustration of the logo was difficult. At first, I wanted a thick, wide font that resembles the tunels that the Termites carve into wood. Then I tried using cursive to replicate the fluidity that the Termite patterns make. After experimenting with different typefaces I chose to use a simple and straight font to highlight the other features of the logo, like the claws. This allows the logo to have various interpretations by consumers.


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Protera’s buisness plan consists of a letterhead, envelope, and business card. It is based on a simple, clean layout that accentuates the logo and highlights the most important pieces of information, making the system elegant and cohesive.

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BUSINESS PLAN

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LETTERHEAD: 8 1/2” X 11”

ENVELOPE: 4 1/8” x 9 1/2”

John Eyre

234 Sherman Way Los Angeles 33032

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, 1515 Termite Way Eureka, CA 95503

Sincerely, Ayla McNeil

1515 Termite Way Eureka, CA 95503

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Tel: (913) 445-3451

Fax: (913) 445-3476


The letterhead features a light pattern on the back of the page while the logo, message and contact information are on the front in a simple, open format. The business envelope has the logo on the front with the return address next to it and a gradient accessory flap.

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The business card features a pincher pattern and website information on the back for a crisp and clean design. On the front of the card the employee name is clear with the address, phone, fax number and media information to romote their marketing.

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BUSINESS CARDS: 1 1/2” x 1 1/2”

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WEBSITE & APP

On the left is the company website that illustrates the logo on the top left corner at all times. On the right side of the window is the contact information, search box, product information and about us page. The website is set on the Food Product page that explains what ProTera is and our mission behind it.

On the right is the mobile app and website. The home page welcomes customers with the phrase, “A Sustainable Source of Protein” that grabs their attention and urges them to keep navigating around the website. On the app, a user can log how many miles they hike, find where their campsite is, or read stories by some of ProTera’s favorite adventurists.

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Mens Gradient Cotton T-Shirt

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Womens Long Sleeve Logo Shirt


MERCHANDISING & ADVERTISING

Protera Thermus 16 fl. oz ProTera markets towards hikers, rock climbers, snowboarders, campers and many other outdoor people. A thermus can be extremely helped in high altitudes where the temperature drops and liquids need a place to stay warm.

Billboard Advertisment Billboard design may vary depending on location and site but each advertisement will display the three social media platforms, the slogan and the logo. The logo is the main image on the billboard to catch the attention of pedestrians, cars and planes.

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PACKAGING DEVELOPMENT

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INITIAL IDEAS

In my initial skeetches of the packaging, I wanred it to have the pinchers as flaps that would spiral open when the consumer untied a hemp wick that held the sides together. I wanted to create packaging that looked like the Termite colony so that the product felt more organic and less artifically produced like some other food products on the market. Most consumers like to directly see the product so I had ideas of laser cutting Termite tunnels into the packaging so the design related to one of the main ingredients.

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SKETCHES

Scanned with CamScanner

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EXPLORATION & REFINEMENT

I had gone through a series of ideas for the packaging such as designing removable lids that could also spiral open and be repurposed for other food products. The most challenging thing for me was thinking about how to make a Termite food product look appetizing and lure grocery shoppers in. I started to explore more with the types of materials being used and if those materials are sustainable. To the left are my last rough draft images that show the shape of construction.

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FINAL PACKAGING

Back

Front

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INSIDE

OUTSIDE

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Process Manual Ayla McNeil Des 116 51

DES 116 Process Book  

no crop/bleed marks

DES 116 Process Book  

no crop/bleed marks

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