Process Book 7

EDUCATION MFA Candidate (2010 - present)SavannahCollegeofArtandDesignGraphicDesign,3.5GPA

BFA (2009) UniversityofSouthAlabama Primary-GraphicDesign,Secondary-Painting.3.98GPA,SummaCumLaude

WORK EXPERIENCE Graphic Designer (June 2009 - present) Crown Products Responsibilitiesincludethedesignofallelectronicmediaincludingwebbannersand

graphics,e-mailmarketingandsocialmediamanagement.Additionally,Icreatespecialtyitemsincludingcustomdirectmarketingpiecesandhigh-endcatalogs.Otherdutiesincludeproductphotographyandproductdevelopmentdesign.

Art Director (June 2007 - present)Negative Capability Press Responsibilitiesincludeinteriorandexteriordesignandtypesettingofbooks.Additionally,

Iamresponsibleformostofthecompany’smarketingduties.

Student Assistant (June 2006 - May 2009)University of South Alabama Responsibilitiesincludedassistingstudentsandtroubleshootinggraphicdesignsoft-wareandMachardware.IalsooperatedseverallargeformatEpsonprinters.

ACHIEVEMENTS Silver Addy® Award(2010) PrintCollateral CrownProducts,AAFMobileBay

Silver Addy® Award (2010) InteractiveWebDesign(w/B.Davis) CrownProducts,AAFMobileBay

Progress Through Ideas Award(2010) EbscoIndustries Employee of the Quarter(2010) CrownProducts

SCAD Honors Scholarship Recipient

AFFILIATIONSAIGAAAFMobileBayGoldenKeyHonourSocietyPhiKappaPhiHonorSociety

TECHNICAL SKILLSAdobePhotoshopCS5AdobeIllustratorCS5AdobeInDesignCS5AdobeDreamweaverCS5AdobeFlashCS5AdobeAcrobatCS5XHTML/CSS

ADDITIONAL SKILLSCatalog&bookproductionWebsiteproductionE-blastcreationDigitalillustrationProductphotography&designCompetitiveanalysisCopywritingSocialmediamanagementQRcodedesign&optimizationResearch

Referencesavailableuponrequest.//M

EG

ANCARYg

raph

ic d

esig

ner

6711 Overlook Road // Mobile, Alabama // 36618 // 251 454 7510 // [email protected]

Megan Cary | GRDS 730 | Project 2 | Process BookProject 2: Package Design for a Common Product

PROCESS BOOK 07

PROCESS BOOKMegan Cary | GRDS 730 | Prof. Trudy Abadie | Process Book

Project 2: Package Design for a Common Product

3

Assignment 4Ideas 6

Visual Research 8Concept Feedback 9Product Selection 10

Logo Concepts 11Logo Feedback 13

Final Logo 14Packaging Concepts 15Packaging Mock Ups 16

Final Die Line 17Visual Inspiration 18

Color Studies 19Sketches 20

Digital Comps 23Digital Comps Feedback 26

Analysis & Execution 27Final Package Design 29

Final Feedback & Revisions 31Revised Final Photographs 32

CONTENTS

Megan Cary | GRDS 730 | Prof. Trudy Abadie | Process BookProject 2: Package Design for a Common Product

4

ASSIGNMENT

Objective: Design and assemble a package for a common product using paper-board materials and trendy graphics. The package must contain and protect the product and should include an additional special feature. For example, the package could also function as a permanent storage container or work as part of the product.

Process, Part A:1. Select a product to package. In order for the product to be appropri-ate for this project, it must be “generic,” for example: a deck of cards, a set of pencils, paper clips, or push pins. It should not be associated with a name brand, since you will be creating one. You might also choose a toy that has not been branded, like the ones you will often find in a dollar store.

2. If packaging multiple items, they all need to be the same. For ex-ample, it is ok to package a set of pencils but not a set of pencils, erasers, and markers in the same package.

3. Research the product, the market, and other types of packaging. Don’t limit your research to magazines, the Web, and books. Visit stores around the area that sell similar items, and research materials and suppliers.

4. Brainstorm ideas for the package design.

5. Select the ideas with the most potential, and move on to the thumb-nail stages of your design. You should have at least 5-10 different concepts to work with.

6. Create a series of paper dummies to test your concepts. Modify the die line as needed. Remember, at this stage you should be working with the structure only—not the graphics. Reference your textbook for template ideas, but don’t copy.

7. Once you have decided upon the design you would like to use, pro-ceed to construct it out of Bristol Board or any other paperboard. This dummy needs to be actual size and should be flawless. Pay close attention to the tabs, scores, and folds.

8. Photo-document this piece.

9. Brainstorm possible product names and logos. Select the ones with the most potential, and move on to the thumbnail stages of the pro-cess. You should have at least 5-10 different concepts.

10. Post a multiple-page PDF to the discussion area. The PDF should contain the name of the product, the brand name you selected, sketch-es of your logo, the product specifics, the unique selling point (what makes that product different from the rest), a description of the target audience, and the retail price. Include a short paragraph describing your choice for the structural design, and explain the special feature. Include your structural pictures. Your pictures should show details of the tuck tabs, dust flaps, and glue flaps.


5

ASSIGNMENT

Process, Part B:1. Finalize your logo designs.

2. Begin the creative process on the surface graphics. Post in-prog-ress sketches to the discussion board for feedback. When developing the surface graphics, take all sides and angles of the package into consideration for your design.

3. Make changes based on feedback received from the discussion boards (your professor and peers).

4. Prepare a full-color rendering of the surface graphics. Show all sides of the package. These can be digital or marker renderings.

5. Post a document with the final renderings to the discussion board. Include a short design brief with your posting.

Process, Part C:1. Construct a full-color, fully functional comp of your final package design. Surface graphics should be clean and legible, and they must work well with the construction you have created. Don’t forget to in-clude all the pertinent information, such as: quantity, weight, color, manufacturing place, barcodes, trademark, © information, etc.

2. Submit photos of your final comp and the process book to the Sub-missions area, and post the final design to the discussion board. Your submissions should include a series of photographs showing

the whole package and the details. Remember, you will be graded on presentation, so make sure the files are organized/labeled.

Other Project Criteria: • Both the structure and the surface graphics should reflect the nature of product.

• The package must include at least one lock tab.

• The package must include dust flaps where necessary.

• The package must be more than a standard box. It must have a special feature.

• The package must be functional. Anyone should be able to open the package, pull the product out of it, and then put it all back together without damaging the package or the product.

• The final package must be able to stand up on a tabletop.

• Take into consideration how this product will be displayed when designing it. Will it stack? Hang from peg board?

• Surface graphics must contain all required information, including UPC (bardcode).


6

IDEAS

Primary Ideas:

Dog Treat Packaging - My initial idea was for dog treat packaging that was shaped as a dog house and would convert into a type of dispenser for the treats. In my sketches you can see, it has an easy carry handle and the door flaps down. I also thought it could be re-cycled again and again by buying refill packs for the dispenser. From my visual research I found that there are some boxes shaped as dog houses already, but I didn’t see many that function as dispensers. I also thought of making it shaped like a fire hydrant.

Sock Packaging - My favorite idea is this one. Most socks come packaged in plastic or attached to a sticker type wrap-around. This packaging would be made of cardboard and have 4-6 slots for socks. There would be a clear lid so the buyer could see the socks. Rather than have this packaging all thrown away, the user could simply put the cardboard “organizer” into their drawer (discard the lid) and use it as an sock drawer organizer. I have also considered making the pack-aging modular (sock pods) that hook together individually or in packs of two. That way it will fit all drawer types. In my visual research, I have found many types of sock packaging and many types of sock drawer organizers, but thus far I haven’t found one that functions as both, perhaps it does though. I do think the modular system would set the design apart however.

Additional Concepts:

Cardboard Ramen Cup - For a short while, I tried to concept a card-board ramen cup that could function as a bowl as well and then be recycled. But I can’t really think of a way to make it food safe or water tight sensibly.

Cookie Packaging - I also thought of cookie snack pack - packaging that would look like one large box of cookies on the shelf, but would break down into individual packs that one could break off and take for school/work lunches easily.

Cold/Flu Medicine Box/Dispenser - This idea I really like, but I think is probably too complicated for my skill level. I’ve been sick with a nasty cold/flu for almost 3 weeks now and I’ve become very familiar with cold medicine blister packs. I absolutely hate them because I can never rip off the backing right or find a pair of scissors. I also thinks its probably not very eco-friendly with the plastic and foil. This idea would sell cold medicine in 7 days sets. The box would look like a plastic pill dispenser made of paper/cardboard. A simple paper tab could be ripped up to open that days medicine and then the day could be bro-ken off (perforation). I’m also unsure of the restrictions on medicine packaging, I’m not sure paper would suffice.


7

IDEAS

Thumbnail sketches of packaging concepts


8

VISUAL RESEARCH

After brainstorming and writing out my initial ideas I set out to find examples of current pack-aging. I began to use the internet to conduct visual research using keywords like socks, drawer organizers, dog treats, dog house, cold medicine, noodle cups, ramen noodles.

I also looked around my house for products that were similar to my ideas and ended up photo-graphing packages of noodles, dog treats and cold medication.

To the right are some examples of my visual research of packaging.


9

CONCEPT FEEDBACK


Concept Feedback:Jamie Endres - “I think both are great ideas. I have to say that I’m very jealous of the dog treat idea... I have dog treats/dog toys listed on my brainstorm list.. but I couldn’t figure out what to do with them. I think the dog house dispenser is a really cute idea. The sock orga-nizer is pretty cool too though. I could see either one working.”

Debra Foster - “I have to say, as the mother of a 6 year old boy who goes through socks like they are made of water, I LOVE the idea of a box that can be used as a sock drawer organizer. My first thought is that drawers aren’t standardized, so could you make it modular? Maybe make each section an individual piece that hooks together, so that they can be customized to fit the space they are going into?”

Marshelle Coyle - “Megan, I’m convinced! After seeing your sketch-es, I’m loving your sock concept. I love the individual sock pods (very clever, by the way) that are grouped and packaged to ultimately end up interlocking together to fit into a drawer. I would give anything for my sock drawer to look like that!”

Prof. Trudy Abadie - “From looking at these and reading your previ-ous post - the sock idea may actually have more potential than I origi-nally thought. I did a quick Google search to see what is out there and I see your point of the combined features now. I would go with it. ...not to mention you already have your first customer - Marshelle!”

Jamie Allen - “I agree I think the idea of an interlocking pod is great and could be a lot of fun to put together. If you go with this idea I think you should also focus your name around the idea of loose socks.”

Kevin Opp - “I need to jump on the sock wagon as well... I think the logistics of the pill dispenser and the FDA would be overwhelming..... And we need a solution to the sock drawer disaster zone. (I don’t I’ve worn two black matching socks in the past week...).”

10

PRODUCT SELECTION

Product Selection: After reviewing feedback from my peers and instructor, I decided to move forward with the sock packaging. I began to brainstorm names based on the product and the unique selling feature (the organizer):

Sox in a BoxBox o’ SoxSox BoxSox SquaredMod SocksSock PodsSockular

I ultimately chose Sox Squared because I felt it was modern, includ-ed the product itself and referenced the unique selling feature.

Price Point: I then began to consider the appropriate price point for my product. I used google’s shopping feature to search for average prices of pack-ages of four socks. I found the average price to be $6 - $15 depending upon brand. I then researched sock drawer organizers and found that prices ranged from $6 - $30. Based on these prices, and the fact that the organizers are made from paper, a cheaper material, I decided that my initial price point for a package of my product (4 socks and modules) would be $14.99. After posting my product for feedback it was suggested that I take another look at the price point, in order to stay competitive. I decided to drop the price to $12.99.

Product Description: Sox Squared would be made of light weight white cardboard and have 4 sock cubes. These cubes would be modular and hook togeth-er individually to create a built-in sock drawer organizer. The original store packaging would include a die cut lid with a clear inset so that customers could see the socks and the cubes.

Unique Selling Feature: Instead of throwing away the packaging, after purchase the customer would simply put the cardboard “organizers” into their drawer (discard the lid) and use it as an sock drawer organizer. Because the packag-ing is primarily paper-based, the organizers could simply be recycled when the customer no longer wishes to use them.


11

LOGO CONCEPTS

After selecting my product I began to brain-storm logo ideas. I started with quick sketches and chose my favorite out of the line up to cre-ate larger concept sketches.

To the right are scanned images of some of my thumbnail sketches and larger concept sketch-es for the logo thus far.


12

LOGO CONCEPTS

Type studies and logo revisions

SOXsoxsoxSOXSOXSOXSOXSOX

sox

soxsoxSOXSOXSOXSOXSOX

SOX

soxSOXsoxSOXSOXSOXsox

soxSOX

S

X 2

O

S

X 2

O

S

X 2

O

S

X 2

O

S

X 2

O

S

X 2

O

S

X 2

O

S

X 2

O

S

X 2

O

S

X 2

O

S

X 2

O

S

X 2

O

S

X 2

O

S

X 2

OS

X 2

OS

X 2

O

squa

red

S

X 2

Osq

uare

d


13

LOGO FEEDBACK


Logo Feedback:Marshelle Coyle - “Megan, I absolutely love your design and also the play on words! Socks in a box = SOX Squared. Brilliant. Your con-struction is flawless. The final packaging works well as a whole, yet the ability to use the pods as a drawer organizer takes it to the next level. Great job so far.”

Jamie Allen - “Really nice work. I think its a great concept and I like how you incorporated the function of the box into the logo. The logo having a darker grey/black section as the “pull out” section does have a tendency to steer the eye down to that corner first. Might consider making the separated box color a little closer to the others to make it not as “pulling” on the eye? Just an idea. Maybe like a dark version of the cyan? Just a thought. I do think the word “squared is needed due to the layout of the logo. Nice.”

Debra Foster - “I had a similar thought about the color, making the ‘2’ box a similar color or tone would give it less weight in the overall image. Is the ‘q’ in the word squared deliberately touching the box? If so, I’m curious why you made that choice? I’m not trying to imply it’s wrong, but rather find I am curious about that part of your process.

I think the concept is great, and will work really well. You’ve given yourself a simple, but excellent way to convey the brand image and the different products.”

Prof. Trudy Abadie - “Since you have the 2 and you have the squares, I don’t think you need the word “squared” as part of this. Test this logo on the actual box if you haven’t. You have created a small space on the top of the box for copy that has a diagonal angle. This may make it a bit of a challenge to work with it.

As you are working on your surface graphics - provide some info on how to use this box. While it may be obvious to us because we have seen your process, the average consumer”

14

FINAL LOGO

My final logo is a based on one of my original thumbnail sketches. The square cubes mim-ic the product design and function - with one slightly offset suggesting that they interlock.

The typeface used are all various weights of Arial – black, bold and regular. In the decision making process I considered whether or not to use only the numerical symbol for “squared” or include the additional wording. After receiving feedback from my peers and instructor I decid-ed to use only the numerical symbol.

The top version is a simple gray scale logo in tints of black and the bottom one is Cyan and PMS 7455C. The color could easily be changed according to packaging and type of socks. For example, children’s socks and fun patterned socks would feature brighter colors.

SX 2

O

SX 2

O


15

PACKAGING CONCEPTS

I also began to draw out concepts for the pack-aging of the socks. The major hurdle in this de-sign was to figure out how to interlock the sock pods. I drew out several ideas that included several tab locking systems, magnets, and vel-cro.

The interlocking boxes will be covered with a brightwood style lid that features a die cut win-dow covered in transparent plastic so the prod-uct can be seen. I also began to draw out ideas for the lid die cut.

To the right is a scan of some of my packaging concept sketches.


16

PACKAGING MOCK UPS

A. Three cubes interlocking

B. Detail of glue flap

C. Detail of lock tab

D. Complete module for sale interlocked

E. Bottom view of module with lock tabs

F. Complete packaging with lid

A

B

C

D

F

E


17

FINAL DIE LINE

Final die line for lid and individual modules that interlock.Note: Lid die cut was modified after feedback to allow more room for surface graphics.

Box Lid Individual Module(four equal complete package)

12"

12"

9"

9"

Cut Area

Fold Area

Glue Area

Perforation Area


6”

6”

3”

3”

3”

18

VISUAL INSPIRATION

After finalizing my die line, I began to search for visual examples of surface graphics that I felt were appropriate for this packaging. I knew that I wanted the graphics to be clean, simple and allow the product to be the primary focus.

To the right are some examples of visual inspi-ration that I collected during this process.


19

COLOR STUDIES


20

SKETCHES


21

SKETCHES


22

SKETCHES


23

DIGITAL COMPS

First surface graphic mock-up based on my visual inspiration

1discard lid

2p

lac

e in

so

ck

dra

we

r

3add on squares as needed

Sox Sq

ua

red

® is th

e in

no

vative

ne

w so

ck so

lutio

n th

at is c

hic

a

nd

susta

ina

ble

. Wh

en

you

are

finish

ed

with

you

r sox sq

ua

res

simp

ly rec

ycle

the

m a

s you

wo

uld

an

y pa

pe

r pro

du

ct.

© 2011 So

x Squ

are

d®

socks that keep you organized


24

DIGITAL COMPS

Surface graphic renderings based on initial design concept


25

DIGITAL COMPS

After posting my initial surface graphics to the discussion board I received several sugges-tions that I felt would refine the current design.

I revised the copy on the side panel to focus on the quality of the primary product (the socks). I also removed the copy about recycling and added a simple recycle logo. The text overall was adjusted for leading/kerning issues. I also revised the price point to make it more competi-tive with the current market.

To the right are the final surface graphics.

1discard lid

2p

lac

e in

so

ck

dra

we

r

3add on squares as needed

100% C

otto

n N

atu

ral Stre

tch

Ma

de

in th

e U

SA.

Ma

ch

ine

Wa

sh/Tu

mb

le D

ry

© 2011 So

x Squ

are

dso

ckssq

ua

red

.co

m

$12.99 US

$13.79 CA

socks that keep you organized

sizes6-10

fourpair

Sox Sq

ua

red

® is th

e in

no

vative

ne

w so

ck so

lutio

n th

at p

rovid

es yo

u

with

hig

h-q

ua

lity 100% c

otto

n so

cks th

at a

re sim

ple

an

d c

hic

. Eac

h

pa

cka

ge

of So

x Squ

are

d® in

clu

de

s 4 pa

ir of c

olo

r co

ord

ina

ted

so

cks in

ba

sic so

lids o

r sop

histic

ate

d p

atte

rn a

nd

are

pa

cka

ge

d in

o

ur p

ate

nte

d in

terlo

ckin

g so

ck d

raw

er o

rga

nize

rs.


26

DIGITAL COMPS FEEDBACK


Digital Comps Feedback:Jamie Endres - “The simple color palette and your choice of font work really well together. The blue is eye catching which is great and then the gray kind of softens everything. I love how the instructions are on each side of the box and work as the graphics for that side of the box.”

Debra Foster - “This has really come along, and your mock-up is ex-cellent. The color choices work well together. The combination does lean to the masculine side a little. It’s not a bad thing, (I’m all for break-ing those crazy color barriers) just something to be aware of.

The die cut strip across the middle is a really strong addition. I’d make it even wider, maybe filling in one gray and two white stripes. I wasn’t sure if you were planning on including acetate on the lid, or if not, how you were planning on securing the socks.

I agree with Jamie about the side graphics. I like the way you repeat-ed the offset angled block from the logo in the design. You do have a lot of information left to put on the box - have you considered where it will all go?”

Marina Madden - “I am such a fan of this concept and you should ap-ply for a patent. I would love to line my husband’s drawers with these socks. I feel like the GAP or the Container store would share in the same consumers as SOX SQUARED.

The solution is a must for all that this product stands for...keep it clean, blue, linear and organized—tres Bauhaus, no?

Great work...btw, the photography that you have shown is well done.”

Prof. Trudy Abadie - “Simple, practical, ... good job on this. One thing is that maybe you should place more emphasis on the organized part. In the hierarchy of things you are drawing a lot of attention to other things. I would also work on the copy. Talk about the quality of the socks first (that is the product) and then the box. The box is the “bo-nus” or should be perceived as such. The price point should align with that of other socks so people will chose this over the others because of this special feature.

Encourage people to keep them and add to them. I am not sure I would emphasize getting rid of them. The recycle symbol on the box would speak to that.”

27

ANALYSIS & EXECUTION


This assignment was a challenge to say the least. Coming up with an original pattern for the interlocking modules that was both secure and versatile was more difficult than I originally an-ticipated. I am glad I pushed forward.

While the lid is a simple brightwood style pat-tern, I feel the custom die cut and acetate over-lay give it character and sophistication while se-curing the contents and allowing the customer to see the product before they purchase it.

Overall, I am pleased with my outcome. I think that I was able to successfully create an original packaging concept for a common product that functions beyond the normal scope of product packaging. The surface graphics are clean, simple and suit the nature of a household prod-uct while maintaining a contemporary and so-phisticated design scheme.

28

ANALYSIS & EXECUTION



29

FINAL PACKAGE DESIGN


30

FINAL PACKAGE DESIGN


31

FINAL FEEDBACK & REVISIONS


Final Design Feedback:Marshelle Coyle - “Megan, I’ve said this from the beginning...I love your product choice and seeing your development of the piece. The functionality of the piece really stands out and could serve a real need in the marketplace. Your logo is extremely appropriate and fun for this product. If I were to harp on something, it would be to show the product with color coordinating socks...colors that blend and work well together as a group. And I also am unclear about the big “3” on the side panel and the amount of real estate devoted to “discard lid.”....Ah ha! Okay. I just went back and looked at it again. It’s a 1, 2, 3 step approach!!! Maybe keeping this information grouped together would make it more immediately clear. Anyway...the construction of the package is great. Figuring out the locking feature had to have been a tough one. Good work!”

Prof. Trudy Abadie - “About the final solution - the idea of this reus-able package is interesting and could potentially provide a an addi-tional application to this package...based on the copy - I expect to see “simple and chic” - but the product shown is not meeting that expec-tation. I would replace with trendy socks and photograph again. The ones shown don’t compliment the packaging colors well. (so should the packaging colors change so the socks shown work, or the other way around?)”

Revisions:Based on the final comments received from Marshelle Coyle and Pro-fessor Trudy Abadie I have chosen to rephotograph my packaging with trendier socks that coordinate with the packaging.

32

REVISED FINAL PHOTOGRAPHS


33



34



35



Process Book 7

Documents

final package design

final logo

logo feedback

product selection

final feedback revisions

process bookmegan cary

digital comps feedback

logo concepts