Adventure Cream Process Book

Adventure CreamDesign Process Book

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Introduction

Target Market

Requirements

Sketches

Bottle Design

Color Scheme

Typography

Round 1 Label

Tube Design

Sample Packs

Advertising

Website

Social Media

Conclusion

Table of Contents

Adventure Cream | Background

IntroductionThe Adventure Cream Story

Years ago, while volunteering as a Scout Master in the Boy Scouts, I found that often on hikes or

during other activities in the Florida sun, the boys and leaders (including myself) would begin

to chafe. Once this occurred, the fun was over. It went quickly from being an adventure to just

trying to survive. In fact, some boys would not attend certain events because they chafed easily

and did not want to spend days afterward healing. I was sad to see one boy in our troop who

loved camping quit attending our monthly camp-outs because he seemed to chafe every time.

Something had to be done.

Over the next 8 years Wise Owl Products worked with leaders in the cosmetics and personal

care industries to develop Adventure Cream. Adventure Cream is designed to prevent chafing

and help heal chafed skin. It is like a non-greasy lotion that you rub into your skin and it is

activated later by heat and sweat. Its like its not even there until you need it, then you are glad

to have it!

I have since moved from Florida to the Rocky Mountains. The winters are colder, but people

still chafe. It is a subject that not many like to talk about. It is personal, and to some even a

little embarrassing. Too many people limit their activities because they are prone to chafing.

You no longer need to fear chafing, Adventure Cream is your ticket to adventure.

Tom Gomm

Founder & President

Wise Owl Products


Who is it for?Target Market:Adventure Creams target market is generally anyone

who has problems with skin irritation or chafing. More

specifically, Adventure Cream has been developed for

those who are not necessarily athletes, yet still want to

enjoy life to the fullest. There are people out there who

choose not to participate in lifes little adventures due to

chafing and other skin irritations. Adventure Cream seeks

to be the solution for these people who are sick of sitting

on the sidelines in life and are ready to move forward with

their everyday adventures, chafe free.

Focused Target Market:Our focused target market is the Boy Scouts, both leaders

and youth. The youth rang from 11-12 year olds to

18-19 year olds and leaders can be anywhere from 19

to 89. In the Boy Scouts, there are youth who are active

and experienced with the outdoors and others who have

never gone camping before. These boys and their leaders

alike camp, hike, canoe, bike and run in a wide variety of

climates and conditions. After a week up at scout camp,

things start to get a little uncomfortable due to hot and

humid climates.

When to Use it?

Adventure Cream can be used at any time in the day. Its a skin irritation and chafing prevention

which doubles as a healing balm for already chaffed or irritated skin. You can use Adventure Cream on

vacation, at theme parks, the beach, camping, hiking, biking, just walking or anywhere, anytime you are

prone to skin rubbing together.


Why Bottles & Tubes?

Requirements A neutral, natural, masculine design

Appeals to the younger generation

Communicates adventure

Is not embarrassing to be seen with in the store (a cool factor)

Incorporate activity icons into the brand and design

Design must be able to transition between applications well. For example,

the design must look good on both the oval-rectangle bottles and the

tubes. In addition to the package design, the logo must be a recognizable

trademark and lend itself to web, social media and advertising.

In addition to the packaging design, I will also show the website and social

media pages for Adventure Cream. These things are necessary to complete

before launch date.

My client chose to do a two round launch due to the long turn

over time for printed tubes. By launching the first round with

the oval-rectangle bottles, Adventure Cream can start helping

customers because the turn over time is a fraction of the time.

Sketches Sketching is always a good place to start (after establishing the project

requirements, of course). These are just a few of my pages in my sketch

book. My client and I sat down and both sketched on several occasions.

There were some of his sketches that I took and played with. It was a neat

learning experience working with a client who wanted to be involved with

the design process.

I found that sketches only go so far. After a certain point, it was just time

to throw some of the sketched ideas into illustrator and start doing some

rough designs just to see if the idea could stand on its own two legs.

During this project, I sketched, vectorized, modified, sketched, vectorized

and modified several times. I found that the best way to boost creativity is

to just start with a blank page over and over again.


FDA SpecificationsPertaining to the ingredients on the labels: The declaration must appear with prominence and conspicuousness so that it is likely to be read and understood (read with ease) by ordinary individuals under normal conditions of purchase. The letters must not be obscured by design, vignettes, background or crowding.

Type size must not be less than 1/16 inch in height. It may be not less than 1/32 inch in height if the total surface area available to bear labeling (which excludes bottom, shoulder, neck, flange, decorative or sculptured surfaces) is less than 12 square inches.

Source: www.fda.gov/Cosmetics/Labeling/Regulations/ucm126444.htm#clgl

Bottle DesignAdventure Cream will go through a two step launch process. The first round will

be these 6oz white oval-rectangle bottles with a smaller label on the non-curved

surfaces. The next round will be 6 oz tubes which will have the labeling print directly

onto the tubes.

This first round of label design has proven to provide its challenges. Due to the

printers my client is using, we had to size the label down significantly. This cut

my label space from about 3.5in x 4.5in to 2.25in x 3.25in. We decided to use a

transparent, matte label to help the label and help the label merge more smoothly into

the white bottle.

My client had 27 icons that he had made years ago and wanted to incorporate those

icons into the branding and label designs. We determined that the most appropriate

incorporation of these icons was to have them as a watermark pattern on the back of

the bottle and tube.

6oz Bottle

I was feeling stuck and the revisions were never ending. It seemed that we were just running in idea circles for about 3-4 weeks. The best thing I did during this project was to create a new document and start from scratch.

Im not going to say that all these rough designs in the beginning were useless, because they helped us rule out what will not work for Adventure Cream. These dead end designs lead me to start over and push further. I found that puking a ton of ideas and then throwing them all in the design graveyard, provides a fresh space to work and be creative.

What the client had to start with. He was quite adamant about the old world compass and map as the route to take for this product.

We did a lot of rough designs to get an idea of the right direction. I did not think the old world map and compass was going to achieve out requirements a goals for this packaging, so we tried mountains. Please not that these designs are just concepts, not refined designs

The mountains seemed, to me, like a good idea. The client was alright with it, but still had preference to the compass idea. After some color scheme changes and minor adjustments, we were going to go ahead and use the design on the far right of the image above. I went to get some feedback from other designers and it changed everything.


For this stage in the logo development, I

tried a few different shapes and heights

of a traditional compass rose. The client

did like the center compass rose, but we

kept working to explore different ways to

incorporate the idea of a compass into the

logo for Adventure Cream.

3Next I played with the idea of this divided

compass and the text Adventure Cream. I

liked this direction, however it seemed a little

too complicated.

2Once I started a new document, the

client and I decided to go with an implied

compass as the logo. These logos above

were an attempt to incorporate the text

AdventureCream and elements of a

compass. This idea sizzled out quickly and

we moved on to the next.

1

After speaking to a fellow designer, I revized

the previous logo and created this thicker,

more modern compass rose with a mountain

shape cut out of the center of the compass.

This was the look we were searching for.

Next the typography...

6This one was interesting. One evening, I

was feeling like none of the logos thus far

were quite right. As I was falling asleep, I had

this idea come to mind. The next morning,

I sketched it out and then started to put it

together in illustrator.

5These logos were and attempt to break

up the traditional compass rose and try

something new and more modern. The top

two had potential, however they just were not

as cohesive as we intended.

4


Why?Orange is a very vibrant and energetic color. In its muted forms,

it can be associated with the earth and with autumn. Orange is

often associated with the fruit and therefore can be associated

with health and vitality. In designs, orange commands attention

without being overpowering. Its often considered more friendly

and inviting, and less in-your-face.

ColorIn all honesty, color was a huge struggle during the course of this project.

Originally I wanted to go with a masculine color scheme with orange, blues

and grays. I showed my client and he had a personal dislike for orange. It

took some time, but eventually he was persuaded that orange was a really

strong color, especially for the target market.

As you can see in the image to the right, we went through several variations

in the color scheme. We decided against the blue due to the association of

Boise State colors. My client liked the idea of green and tan because of the

association of nature. I played with those colors with the orange for a while,

but ultimately decided to just simplify the color scheme and pulled out the

gray, tan and orange for Adventure Creams official color scheme.

Pantone: 7527 CHex: d6d2c4RGB: 214, 210, 196CMYK: 15, 13, 21, 0

Pantone: 1495 CHex: ff8f1cRGB: 255, 143, 28 CMYK: 0, 44, 89, 0

Pantone: Cool Gray 10 CHex: 63666aRGB: 99, 102, 106CMYK: 62, 52, 48, 19

Color History

Typography For the first half of this project, I had half decided on a stockier serifed font

called Merriweather. I didnt love it, but I didnt hate it either. Looking back

at the designs with this early type face makes me a little embarrassed, but

hey thats how you learn.

After consulting with a fellow designer, I decided to base the typography off

of the 1950s screen print posters. This era of design used a lot of thick,

heavy deco fonts. It was not uncommon to see either a tall, thin font or

thick san serif font paired with a bubbly script font (were not talking hand

writing script though).

Label Progression

Getting the round 1 labels ready to print

was certainly the most time consuming

step in this project. It took a lot of

iterations and time. My client and I met

approximately 10-15 times before we came

to the end of round 1 label designs.

What took the most time in this step

was developing the logo and the brand.

Honestly we could not move forward until

the brand was set in place. Once the core

of the branding was established, things

went a lot smoother and faster.

At about the time we were finalizing the

label design, my client let me know that we

would have to make the label even smaller

in order for it to fit the labeling machine

his bottler had. This was not a big deal

because I was already designing small.

Round 1 Label

Final


This step was a piece of cake compared to the first round

package design. The reason this step went so smoothly

is because the logo, typography and color scheme were

already officially official at this point. Originally I just

slapped the round one label in the tube template, scaled

it up and readjusted a few things. Boom, done!

After showing it to my client, he reiterated that the sky is

the limit for the design of the tube. Before, we only had

a measly 2.25in x 3.25in to work with, now we have the

entire tube to play with. I tried several different things

based on what my client expressed previously.

After a few variations, we landed on the gray background

with the transparent icons. I love how clean and fresh the

tube looks. It definitely was the finishing element to make

Adventure Cream cool, neutral with a predominately

masculine design and professional looking.

My client loved the mock-up (to the right) and agreed

to push go with the orange cap. We will be printing the

tubes with a sheik matte finish to really communicate that

Adventure Cream is a quality product.

Round 2 Tube Design

This is the final version of the tube artwork. It

looks a little pathetic in the flat print, but as

soon as its on the tube, it is perfect!

3In these first two versions, I was playing with

maybe having the compass and mountain

graphic becoming a versatile logo that can

be used with different combinations of the

same graphics, however, it just was not as

consistent and strong.

2This version never really had a chance.

In a very early design I tried for the

oval-rectangle bottle label, I used a tan

background and my client really liked how

it looked, however since that time a lot had

progressed and it just didnt work so well.

1


Tube Front Tube Back

Sample PackDuring the tube design process, my client proposed that we do some sample packs.

These one use samples will double as a way to let potential customers try it out and offer a

discount code to purchase the product on the website.

We narrowed down what the most important information is and then shrunk it down and

rearranged it to fit the sample packs. This is a great marketing strategy to help get the word

out about Adventure Cream and how amazing it is, while also driving potential customers to

the website.


AdvertisementsFor all of Adventure Creams advertising, the photography must be clean, crisp and

saturated. We have decided to use images with a high dynamic range (though they

do not need to be HDR images). Adventure Cream needs to communicate clearly and

efficiently that it is a quality product and professional advertising plays a role in the

image of Adventure Cream.

These advertisements will go on the Adventure Cream website as well as

in the boys life and scouting magazines. The goal with these magazine

ads in the Boys life magazine and the scouting magazine is to reach

out to those scout leaders, scouts and parents and let them know that

Adventure Cream is made for them.

Where?


WebsiteIf any company is going to survive today, they have to have a web presents. Getting Adventure

Cream ready to launch, the website is the most important component aside from getting the

branding set. The website needed to be able to handle payments and orders while capturing

customers basic information. I chose to use Wordpress, a content management system.

Wordpress is my desired application of my Web Design & Development major. I was able to

take a professional template and customize the style of the web pages due to my knowledge in

web languages.

Google Web Master Tools:I set up a Google account for Adventure Cream and utilized the Google Web Master Tools to

submit the site map to Google in hopes to help SEO. As of right now, we havent seen mush

success with SEO. I believe the reason is because there is really not a lot of content on the

website yet. My goal to increase the web presents of Adventure Cream in the future is to do

weekly, bi-weekly blog posts with lots of images and meaningful content. By having a website

that is continually posting new content, I believe Google will boost our search status.

Google Analytics:I am a huge fan of Google analytics. For a product that we havent launched yet,

adventurecream.com has seen a fair amount of traffic already. The bounce rate is

about 76% at this point, but the goal in the future is to create content that will keep the users

on the site longer. We have seen visitors from 9 countries, with the majority of users from the

United States. The next step for the website is to lock it down and purchase security plans.

This page is basically the Adventure Cream

storywhere it came from, why it was

created and the passion behind the product.

About PageThis is the product page. From this page

customers can enter a quantity, add to cart,

read the description, view images of the

product and read reviews.

Product Above is the shop page for Adventure Cream.

Currently we only have one item in the shop.

Once Adventure Cream is launched, we may

just get rid of this shop page and make it

display the product page instead. Then once

Adventure cream offers different sizes, we

can pull the shop page back out.

Shop


FaceBook Google Plus

Due to the fact that Adventure Cream has

not officially launched, we really havent

done too mush on social media sites yet. I

did start getting Facebook, Google Plus and

Twitter set up for Adventure Cream. As for

right now these are going to be our main

social media outlets for Adventure Cream.

Down the road, we would like to really

develop all three of these social media

profiles, however we believe that Facebook

and Google Plus will be our main focus in

the next several months. Once Adventure

Cream is launched, we will sit down and

have an official social media and marketing

meeting to develop our marketing and

social media strategy for the brand.

Its been fun to see this face-less product

evolve into a professional product with

social media profiles. I have set the stage

on social media for Adventure Cream.

Social Media Sites

Twitter


Round 1 Design Round 2 Design

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Why?

evidence as to why they should go with a

certain color scheme, typography, layout,

logo, etc.

As far as the website goes, I learned a

lot more about payment options and

integration for Wordpress. I had to learn

how to navigate around my clients hosting

website and solve problems on my

own. Overall its been a very beneficial

experience full of growth. I am proud of the

outcome of this project.

I have learned a lot through out the course

of this project. I didnt just learn about

label, tube and sample pack design, I

learned about color and printing processes.

I developed the branding, the package

design, advertisements, the website and

social media sites.

More important than the technical skills

and knowledge I learned, I learned how

to work with a client who is very engaged

through out the whole process. I had never

worked with a client before and it was a

great experience being able to meet often

with my client and present my work to him

weekly. There were some differences of

opinions between my client and I through

out the design process. I am grateful for

those differences because it taught me that

ultimately its the clients product and they

are the final say in everything the designer

does. If the client doesnt like your work,

then you have to scrap it or do some

variations and come back with some good

Conclusion

Documents

Adventure Cream Process Book