Macora Trail Mix

Macora Trail Mix Process Manual

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Contents Introduction

4-5

Business System

6-7

Letterheads Stamps Business Cards Envelopes

Mission Statement Creative Brief

Sketches Preliminary Sketches

Logo Evolution

Advertisement 8-9

First Second Final

Graphics Standard Dimensions Color Usage Typography

16-17

18

Bus stops

Biomimicry

19

Packaging

20

Design Analysis

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10-15

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Mission Statement The term “Macora� comes from two of the most commonly used nativenames for the Mopane worm, mashonja and Masodya.

Our goal is to promote the nutritional value of this edible insect in order for people to lead a healthier and more sustainable lifestyle. This process manual shows the evolution of Macora’s branding identity and packaging.

The graphics standard included was created to ensure and maintain consistency throughout the Macora Trail Mix branding identity and business system.

This will help guide others on how to properly use the branding.

All guidelines must be followed.

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Creative Brief 1. Define Needs

3. Project Strategy

of leftover wood pulp and twigs from the mopane tree.

Macora’s secondary objective is to improve health and

Mopane tree twigs and leaves have been traditionally

provide a substitute for those with either food allergies

Entomophagy is still a trend of alternative food con-

Macora will be contained in a mopane leaf-shaped,

used to make toothbrushes and other objects, such as

and intolerances as these conditions are becoming

sumption that people find unsettling around

cylindrical container made out of cellulose film sourced

musical instruments.

more common with each generation.

the world. The consumption of edible insects is less

from the mopane tree. Cellulose film is environmentally

wasteful and more healthy as they have more essential

safer than most other typical materials such as PLA,

The usage of the wood pulp and twigs from the mopane

6. Audience

nutrients than the normal consumption of meat and

thermoplastics, and flexible board. The cellulose film

tree will waste less resources that having to source from

veggies. Our company needs to design a packaging and

will be harvested from FSC (Forest Stewardship Council)

different FSC approved trees. Mopane tree pulp and

Macora’s main audience is people from ages 18-32

branding identity where the customers aren’t disturbed

approved Mopane trees. Cellulose film is made out of

wood is known to be very sturdy. The durability is so

specifically targeting outdoorsy people, and folks with

by mopane worm trail mix and has to be sustainable

wood pulp and when composted, will naturally decom-

well known that the wood has been used to build some

several food allergies. It’s also more targeted towards

(waste less resources in the making). Mopane worms

pose and can be reused. The leaf-shaped “wrap” is 4.5

pianos and other musical instruments. The pulp is light

young adults since they find healthier snacks to be more

have the appearance of dried fruit and because of their

inches tall by 2.5 inches wide. The cylindrical container

in weight and will provide a more structured packaging.

worthwhile and trail mixes provide an interesting array

fragility, most companies like Esto Vida and Crunchy

inside the wrap has a diameter of 2.4 inches. Custom-

Macora’s competitors include EstoVida, and Crunchy

of textures and flavors. There is no particular gender

Critters fill their packaging with only the insect. Opening

ers can either eat directly from the cylinder or use the

Critters.

focus for this product because this trail mix is for both

up a bag of edible insects just to find only the insects

mopane leaf “wrap” as a secondary “trail-mix holder” if

can be a terrifying experience.

needed. For marketing purposes, Macora will be using

Esto vida is the daughter Crunchy Critters company in

and international levels because most South African

8.5x11 brochures containing information about the trail

Mexico. Crunchy Critters is a UK based company that

countries and the UK will probably buy this product.

mix, the company, and the sustainability of the material.

internationally sources and sells edible insects in an

Both regions have a history of alternative snacks such as

industry secret, sustainably-sourced packaging. Their

edible insects, growing in popularity.

2. Project Objective Macora’s main purpose is to promote the consumption

4. Background

of Mopane worms with a packaging design to entice

men and women. Macora will mainly sell in both local

packaging shows the Crunchy Critters branding and a picture of the worm/insect. This tactic scares a lot of

The income distribution of Macora’s customers lies

more customers to try the product out. The logo fea-

Mopane worms are known to be an alternative substi-

potential audiences away from wanting to try it where-

around 80K. Most of Macora’s packaging and outsourc-

tures a dried peach, and a chili pepper since it’s more

tute for essential nutrients found in typical meats and

as Macora’s branding identity based on the individual

ing will mainly be derived from the Mopane tree, costing

welcoming and friendlier than having an identity that

veggies. They have three times the calcium of normal

fruits, veggies, and dried mopane worms themselves.

far less and being more sustainable than having out-

looks like the Mopane worm. The packaging is sustain-

dairy products because mopane worms are typically

able and there will be low costs involved. Most of our

eaten whole with the exoskeleton intact. This is a sub-

materials will be sourced from the Mopane tree, such as

stitute for lactose intolerant people. Mopane worms are

cellulose film and wood pulp.

very fragile and rarely arrive in one piece; the goal is to

The primary objective is to provide sustainable and

carefully seal them with the other veggies and fruits of

visually aesthetic branding and packaging for the mo-

similar weights in the cellulose film based cylinder. The

pane worm since most people around the world are not

leaf wrapping however will be made from a combination

very open to Entomophagy, the consumption of insects.

source from another FSC approved tree.

5. Message

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Logo Development

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Sketches While researching the mopane worm, I tried to take characteristics from the insect and apply it to my logo. In the first sketches, I explored three different directions, the mopane worm’s diet, the anatomy of the mopane worm, and the intricate patterns along the side of the worm. In the next few sketches, I abstracted the mopane worm’s setae to make it less terrifying for customers to see.

The third set of sketches manipulated the appearance of the sides of the worm.

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Digital Mockups Taking the idea of the setae, a common part circling around the mopane worm, I went onto Illustrator to sketch what they could look like. The circles at the bottom of the cone represented flowers of many colors, using the colors from the mopane worm itself. I explored different options with this idea and sadly none of them really portrayed the product that I am creating. These sketches helped me develop my idea.

I explored the rings and edges of the mopane worm, developing the idea with Seta. The curves were abstracted to mimic the appearance of the mopane worm and although aesthetically pleasing, did not show the mopane worm. It was too abstracted and no longer resembled the worm.

These two explorations led me to my final logo. I went back to the sketchbook to sketch out possible ideas for the branding. I wanted the logo to represent the product as a whole.

I took two of the most commonly known names from the locals in South Africa and combined them to form Macora.

The final logo includes an outline of a peach and a chili pepper, giving the customers an idea of what is found inside the trail mix. The three butterflies towards the top of the logo represent the mopane worms becoming butterflies.

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2nd Iteration

Final

SETA

SETA

SETA

Macora Trail Mix

SETA

SETA

Macora Trail Mix 9

Graphics Standard

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Logo Dimensions

2x

2.6x

1.4x

2x

Macora Trail Mix 3x

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Color

25%

50%

75% Sea Shell Beige #ffe4b3

RGB: 255, 228, 179 CMYK: 0, 10, 13, 0 Chili Pepper Red #ee3826

RGB: 239, 56, 39 CMYK: 0, 93, 97, 0

Fiji Peach #fdb716

RGB: 253, 183, 22 CMYK: 0, 31, 99, 0

Dark Mulberry #562c33

RGB: 86, 44, 51 CMYK: 47, 79, 61, 52

Peach Sandstone #ecb7ab RGB: 236, 183, 171 CMYK: 5, 31, 27, 0

Brick Red #a82a2d RGB: 168, 42, 45 CMYK: 23, 96, 89, 16

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Maco ra Trail Mix

Correct Logo Usage

Maco ra Trail Mi x

Macora Trail Mix

Incorrect Logo Usage

Ma co ra Trail Mi x

Ma co ra Trail Mi x

Macora Trail Mix

Macora Trail Mix

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Typography These fonts are the official business typefaces.

A

Charlevoix Pro was used for the branding because It is strong and bold, matching the Zambian landscape and fluid like the water of the Angolan Rivers where most Mopane trees grow in. Whitney was used for the business system, suiting the needs of readers.

It is typically used for catalogs, brochures, and editorials that require a narrow enough typeface that still encourages reading.

Trail Mi x

Charlevoix Pro Thin AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890

B Charlevoix Pro Regular AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890

Whitney Book Regular AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890

Whitney Light AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890

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Ma co ra

A

B

Final Business System

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Letterheads Letter Size Paper 1� margins all around

Letterhead Address Lorem Address

Font Type: Whitney Book Regular

Address

Font Size: 10

Address

Leading: 17 pts Tracking: 30

Body Copy

Dear recipient, Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibheuismod tincidunt ut laoreet dolore magna

Font Type: Whitney Light

aliquamerat volutpat. dignissimqui blandit praesent luptatum zzril

Font Size: 10-12

delenit augue duis dolore te

Leading: 19 pts Tracking: 30

feugait nulla facilisi. Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismodtincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minm veniam, quisnostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo con.sequat Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo Regards, Macora Trail Mix

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Business Cards

Envelopes A-10 Envelope: 4.128” x 9.5”

These are the official business cards, dimensions on the side, more information towards the bottom.

Font: Charlevoix Pro Lorem Ipsum 89 Ivy Dr. Dundalk, MD 21222

Size: 5 pts Leading: 7pts Tracking: 30

Front

Back Kendrick Chan kqc@macoratrailmix.com Lorem ipsum 54 Marvon Ave. Clover, SC 29710

Ma co ra Trail Mi x

Kendrick Chan kqc@macoratrailmix.com

2.5x

Lorem ipsum 54 Marvon Ave. Clover, SC 29710

Ma co ra Trail Mi x

3.5x

Stamps 1”

1”

2”

1.5”

1.2”

1”

Ma co ra Trail Mi x

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Advertisement

This is how Macora will set up their advertisements with bus stops.

Macora Trail Mix

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Macora Trail Mix

Healthy alternative featuring mopane

Healthy alternative featuring mopane

worms, veggies, and fruits

worms, veggies, and fruits

Biomimicry

For my biomimicry, I experimented with different ideas, featuring the worm’s characteristics, its habitat, and diet. I focused on the mopane flowers and leaves it consumes as well as constructing potential patterns using the Setae and rings of the worm itself. I incorporated the mopane leaf shape into the packaging.

The product is tightly sealed in a vacuum tight bag to hold the sun dried mopane worms. There will be a leaf-vein pattern to further illustrate that each corner/panel of the packaging resembles their habitat as a whole.

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Packaging

Each corner of the packaging represents the overall shape of the mopane leaf. Mopane leaves look similar to butterflies, Each slit has a poly-vinyl covering to prevent any of the contents from potentially leaking out. The bottom and the top will be sealed. This leaf shaped packaging is about 4.5 inches tall and 2.5 inches wide. The contents will be stored in a protective cylindrical vacuum tight bag to ensure that the product will not spoil. These images to the side are scans of the first packaging prototype.

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Design Analysis

1. Introduction

the locals of these areas in order to push forward with the product

5. Evaluation

before going international with the product. When Macora Trail mix Macora aims to provide customers with a trail mix, containing Mo-

has garnered enough support in South Africa, we can expand to the

The finances department will have meetings every three weeks to

pane worms, freeze-dried raspberries, blueberries, and some sun-

UK markets before spreading to more cosmopolitan cities in the US.

maintain progress and continue promoting the product and packag-

dried veggies in a low energy cost, sustainable packaging that is suitable for hiking and snacking.

ing. There will be changes to the overall packaging material depend4. Methodology

ing on harvest and climate changes since Mopane trees can only grow in highly acidic alluvial soil. These meetings will also address

2. Problem Statement

During the first year of Macora’s launch, it will be sold to the lo-

how Macora will move forward as the international global market

cals and natives of the Zamibia, Angolan, and South African areas.

can change drastically. Most of these changes will report back to

In this day in age, entomophagy is a not a very widely accept-

South Africa is known to have more international and local tastes.

the Cape Town headquarters and the other campuses around the

ed eating practice even though most third world countries and its

The advertisement team will also look to bring this product to the

world, San Francisco, London, and Lusaka, Zamibia. Macora will set

locals have been eating insects for years. Edible insects are cur-

UK and the Netherlands since South Africa was a former Europe-

up a site so that the teams can prioritize and listen to customer

rently packaged in PLA biodegradable plastics. Although they are

an colony. The packaging will be made out of cellulose film, derived

feedback.

sustainable, PLA plastics have to be disposed of in a composting

from the Mopane tree. We will have to get in touch with wood cut-

facility. Improper composting can lead to the PLA contamination of

ting companies for this material.

6. Project Summary/Conclusion

product‌ Most edible Mopane worm packaging arrives in a pouch

In the second year, Macora will promote its product in billboards,

Customers should not feel unsettled and off-put by our product,

shaped container or a tin container, crushed. Mopane worms are

promotional screens, and posters hung around Cape Town, South

since the branding aims to promote the product as a whole. They

very fragile and most people find it unsettling when they open a

Africa. Cape Town is an ideal location to promote the trail mix be-

should not worry about the energy costs used in creating the trail

bag to find only insects. Macora aims to address all these problems;

cause the overall demographic ranges from middle to high-end liv-

mix packaging. Portion sizes will be relatively moderately sized (3-

our packaging is more environmentally friendly, user-friendly, and

ing conditions. Cape Town is pretty modern and very internationally

4). The packaging reflects the characteristics of the mopane tree

be able to retain the individual form of the product.

rooted. Folks may find the traditional edible Mopane worms to be a

and leaves and the branding identity is sure to attract attention. This

very novel idea.

trail product is perfect for snackers and hikers who want a healthy

the environment. Other issue include, the aesthetic of the actual

3. Objectives

alternative and a low cost, sustainable, compostable packaging. MaIn the third year, Macora will expand to the UK, Safeway (the sub-

cora will continue to grow, slowly but surely. Unnecessary spending

The goal of Macora Trail mix is to have this product readily avail-

sidiary version of the one in the Americas). This product will be

will be controlled and proper finances will help keep this compa-

able in snack stores and quite possibly in the hiking-trail mix aisles

featured on bus stops and promotional screens in the subways. Ma-

ny from going bankrupt. Macora will always be the trail mix with

of grocery stores. This will require local expertise with dried and

cora will also try to expand to expand to California through Safeway

freeze-dried berries, sun-dried mopane worms, and some dehy-

freeze-dried fruits and international groups dealing with the mopane

and health eating magazines. Macora intends to entice hikers and

drated veggies contained in a low cost, compostable material.

farms. Mopane trees can only be grown in the two Eco-regions

healthy snackers to try the product. As Macora grows, the adver-

where it’s most prominent, the Angolan Mopane Woodlands and

tisement, sales, finance, and transportation services team will also

the Zambezi Lowlands. Macora trail mix will have to work alongside

grow.

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