PROCESS MANUAL
TABLE OF CONTENT Table of content ------------------------------------------------ 1 Introduction -------------------------------------------------------- 2 Creative Brief ---------------------------------------------------- 4 Biomimicry Case Studies ----------------------------- 6 Logo Development ------------------------------------------ 9 Graphic Standard ---------------------------------------- 15 Business System -------------------------------------------- 23 Marketing -------------------------------------------------------- 27 Packaging Design ---------------------------------------- 34
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Mission Statement The term “Cricrí” comes from Spanish and refers to the sounds of crickets. Our mission is to provide an easy way for healthy lifestyle to our costomers with the best source of protein in cookies made from cricket flour. Our products make it easy to gain sufficient protein intake from snacks every day.
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Company Introduction CricrĂ is a producer of cookies made from cricket flour. Crickets boast an excellent nutrient profile, providing a great source of lean protein, vitamins, and minerals. Also, crickets contain about 65% protein. Hence, people would benefit a lot from the densely nutritious cricket flour as well as the cookies made from cricket flour. Protein is the source to build blocks for new muscle growth and repair, which is good for athletes when doing sports. Thus, this product can help them easily gain protein from cookies. Therefore, the protein supplement market could be a big business.
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Creative Brief Needs Crickets boast an excellent nutrient profile, providing a great source of lean protein, vitamins, and minerals. Also, crickets contain about 65% protein. Hence, people would benefit a lot from the densely nutritious cricket flour as well as the cookies made from cricket flour. Protein is the source to build blocks for new muscle growth and repair, which is good for athletes when doing sports. Thus, this product can help them easily gain protein from cookies. Therefore, the protein supplement market could be a big business.
Project Objective CricrĂ will provide an easy way for healthy lifestyle to our customers with the best source of protein in cookies made from cricket flour. Our products make it easy to gain sufficient protein intake from snacks every day.
Project Strategy CricrĂ will offer triangle cookies made from cricket flour. The packaging of the product combines five small servings together, making it convenient for customers eat one serving at a time, gaining sufficient protein from only one serving of cookies every 4
day. Also, the shape of the cookies would be triangle, so the shape of the packaging matches it of the cookies.
Background Today, the protein supplement market could be a big business. Protein supplement varies from shakes, bars, powder, etc. However, there are limited products made from insects. As a result, cookies made from cricket flour would be a special product in the protein supplement market.
Message Cookies made from cricket flour, your daily protein supply.
Audience Athletes who do sports every day and need to gain more protein. Age: 25-35 Gender: Target towards the general public, but mostly female who loves eating snacks. Income: Annual income around $50000. Area of Distribution: North America 5
BIOMIMICRY CASE STUDIES 6
Bush Cricket
Insects in the family Tettigoniidae are commonly called bush crickets. The size of them ranges from as small as 5 to as large as 130 mm. They are primarily nocturnal in habit, with strident mating calls. Many of them exhibit mimicry and camouflage, commonly with shapes and colors similar to leaves.
Eating Crickets Crickets boast an excellent nutrient profile, providing a great source of lean protein, vitamins, and minerals. Crickets contain about 65% protein. Therefore, New markets and food products feature the crickets as a healthy and sustainable alternative to animal protein. Crickets not only taste good, but are excellent for you. Crickets have a subtle flavor, which some describe as nutty, or even tasting like popcorn. They can be found in a variety of forms. The most accessible form to newly found insectivores is as a flour. Cricket flour is essentially ground crickets and a few tablespoons can provide nutritional benefits to any meal. Cricket flour can be added to smoothies, baking, sauces, and just about anything.
Five Reasons To Eat Crickets 1. 2. 3. 4. 5.
¼ of the World’s population knows bugs can be quite delicious. Crickets are densely nutritious, even compared to traditional sources of meat. Crickets are environmentally sustainable. Crickets are very versatile. Crickets can help feed a growing population. References: “Fragments From Floyd.” Fragments From Floyd: August 2005 Archives, www.fragmentsfromfloyd.com/fragments/2005/08/. “Tettigoniidae.” Wikipedia, Wikimedia Foundation, 11 Oct. 2018, en.wikipedia.org/wiki/Tettigoniidae. Doll, Marlon. “Five Reasons To Eat Crickets.” The Huffington Post, TheHuffingtonPost.com, 4 Jan. 2018, www.huffingtonpost.com/marlon-doll/five-reasons-to-eat-crick_b_13939920.html. VCG, www.vcg.com/creative/813075943. 7
A barnacle is a type of arthropod and they are exclusively marine, and tend to live in shallow and tidal waters, typically in erosive settings. They are sessile (nonmotile) suspension feeders, and have two nektonic (active swimming) larval stages.
Biomimicry - Glues Copied From Barnacles A researcher has figured out a way to take the power of natural glues and make non-toxic and incredibly strong synthetic adhesives. It could help do everything from securing broken bones to manufacturing cars. Wilker studies the “glues” that barnacles and other animals use to stick to rocks, then tries to reproduce those substances in synthetic form. That’s significant for two reasons. One, these nature-informed adhesives are non-toxic, unlike most oil-derived glues. And, two, they “set wet”–that is, they adhere even in watery environments like the human body. Wilker’s adhesives potentially could be used to glue bones back together or fix skin on your arm or back or any number of bodily applications. There’s nothing like these bio-glues on the market today.
Barnacle
Then, there are possible applications in aircraft and auto manufacturing (reducing the need for riveting), dentistry (instead of dental cement), wood formation like plywood (which now uses formaldehyde, a toxic substance), and even cosmetics. Wilker regularly hears from companies wanting to adopt his work. One of his favorite inquiries was a company that makes artificial eyelashes. Today, they basically use Super Glue. Researchers believe that one day we’ll fix everything withg glues copied from barnacles.
Refenrences: Jobson, Christopher. “The Extraordinary Details of Tiny Creatures Captured with a Laser-Scanning Microscope by Igor Siwanowicz.” Colossal, 5 Feb. 2018, www.thisiscolossal.com/2016/10/insect-microscopy-igor-siwanowicz/. “Barnacle.” Wikipedia, Wikimedia Foundation, 8 Sept. 2018, en.wikipedia.org/wiki/Barnacle. Schiller, Ben. “One Day We'll Fix Everything With Glues Copied From Mussels, Oysters, And Barnacles.” Fast Company, Fast Company, 2 Dec. 2013, www.fastcompany.com/3021981/one-day-well-fix-everything-with-glues-copied-from-mussels-oysters-and-barnacles. 8
LOGO DEVELOPMENT 9
Initial Ideas cricrí
cricrí
cricrí
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Logo Refinement
I made some change of the spaces between the letters, making them evener. Also, I made the logo larger for better identifying. 12
Logo Refinement
I changed the typeface of the logo, making it more playful. Also, I added two dots inside the letter "C". In this way, the negative space looked like the head of the cricket. 13
Final Logo
For the final version of the logo, I deleted the circle because it might overpower the brand's name and take away from the fun letter forms' movement. After deleting the circle, I made the typeface larger.
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GRAPHIC STANDARD 15
This graphic standard is created to maintain the consistency within the CricrĂ â€˜s business system and help the customers recognize the brand easily. All graphic elements of the brand’s products must follow these guidelines.
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Logo Dimensions
x
1.5x
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Color Palette The following are the official colors of CricrĂ's logo and business system. Process Equivalent: 0c 0m 0y 0k RGB Equivalent: 255r 255g 255b Hex Code: #FFFFFF
Process Equivalent: 6c 13m 30y 0k RGB Equivalent: 242r 224g 187b Hex Code: #F2E0BB Process Equivalent: 0c 77m 81y 0k RGB Equivalent: 235r 93g 49b Hex Code: #EB5D31 Process Equivalent: 0c 0m 0y 100k RGB Equivalent: 0r 0g 0b Hex Code: #000000
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Typography The typeface used in CricrĂ's logo and business system is Ramaraja Regular. Ramaraja can be downloaded through this url: https://fonts.google.com/specimen/Ramaraja
ABCDEFGHIJKLMNOPQRSTUV WXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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Acceptable Logo Usage Logo in color
Logo in black and white
Put the elements on a background with the color from the color palatte
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Unacceptable Logo Usage
Rotated
Flipped horizontally
Squished
Cropped
Flipped vertically
Stretched
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Unacceptable Logo Usage
Sheared
Elements rescaled
Undefined background colors
Elements location adjusted
Outline
Undefined colors
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BUSINESS SYSTEM 23
Business Card http://www.cricri.com
Yi Luo CEO
+1 (888)-888-8888 cricri@gmail.com cricri2@gmail.com 1 Shields Avenue, Davis, CA 95616
The business card is 2� x 3.5�. It features the logo with the website in Adobe Song Std L on the back side. And the front side features the logo on the left side. On the right side, the top left corner features the employee's name in Lato Black together with their capitalized position in Lato Italic below it. The bottom right corner features with the phone number, email and address in Lato Regular.
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+1 (888)-888-8888
Letterhead
cricri@gmail.com cricri2@gmail.com 1 Shields Avenue, Davis, CA 95616
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Eleifend donec pretium vulputate sapien nec. Vel orci porta non pulvinar neque laoreet suspendisse. Nisl purus in mollis nunc sed. Pulvinar neque laoreet suspendisse interdum. Integer eget aliquet nibh praesent tristique magna. Eu sem integer vitae justo eget magna. Purus faucibus ornare suspendisse sed nisi lacus sed. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Consequat nisl vel pretium lectus quam. Integer quis auctor elit sed vulputate mi sit. Sit amet luctus venenatis lectus magna fringilla urna porttitor. Lorem mollis aliquam ut porttitor leo a diam sollicitudin tempor. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Velit euismod in pellentesque massa placerat duis ultricies lacus. Posuere lorem ipsum dolor sit amet consectetur.
The letterhead is 8.5� x 11�. It features the logo on the top left part as well as the phone number, email and address in Lato Regular on the top right part.
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1 Shields Avenue, Davis, CA 95616
#10 Envelope
http://www.cricri.com
The #10 envelope is 4.128� x 9.5�. It features the logo with the address and website in Lato Bold on the front side. And the back side features the logo in the middle part.
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MARKETING 27
This section shows our differnt marketing strategies and platforms. The full logo should always be used. Each marketing item should be used as designed. Any modification must be approved by the graphic design team.
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PACKAGING DESIGN 34
Initial Ideas
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Refined Models
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I made the packaging looks like a pyramid because CricrĂ will offer triangle cookies made from cricket flour. So the shape of the packaging matches the shape of the cookies. In addition, the packaging of the product combines five small servings together, making it convenient for customers eat one serving at a time, gaining sufficient protein from only one serving of cookies every day. Moreover, I put the patterms made through the case study of crickets inside the packaging.
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Yi Luo 46